Scientists and Social Media

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From their growing use of discussion boards, blogs, wikis, video and podcasts, scientists are learning how to employ Web 2.0 and social media tools to good effect. This presentation gives an overview of which tools they are using and why.

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Scientists and Social Media

  1. 1. Scientists and Social Media Presented by BioInformatics market insights from gene to drug www.gene2drug.com © 2009 BioInformatics, LLC www.gene2drug.com 1
  2. 2. Introduction  Conducted by BioInformatics, LLC in conjunction with PJA Advertising + Marketing  19-question online survey was fielded to selected members of The Science Advisory Board  Bi-annual tracking study  Wave I: 1,510 responses were collected between October 29 and November 2, 2007  Wave II: 1,557 scientists participated in this survey between May 27 and May 30, 2008 © 2009 BioInformatics, LLC www.gene2drug.com 2
  3. 3. The Anthropological Roots of Social Networking © 2009 BioInformatics, LLC www.gene2drug.com 3
  4. 4. Social Media—1991 © 2009 BioInformatics, LLC www.gene2drug.com 4
  5. 5. Social Media—1995 © 2009 BioInformatics, LLC www.gene2drug.com 5
  6. 6. Social Media—1998 © 2009 BioInformatics, LLC www.gene2drug.com 6
  7. 7. Social Networks Have Evolved © 2009 BioInformatics, LLC www.gene2drug.com 7
  8. 8. Scientists also use “commercial” social media. © 2009 BioInformatics, LLC www.gene2drug.com 8
  9. 9. Scientists Join Social Networks Too © 2009 BioInformatics, LLC www.gene2drug.com 9
  10. 10. A Significant Untapped Opportunity  Opportunity to engenders sense of community among customers  Leverage strong sense of shared identity  Customers can contribute to new product development.  Share valuable information between supplier and user  Scientists do not need to be convinced of social media’s utility © 2009 BioInformatics, LLC www.gene2drug.com 10
  11. 11. Scientists interact with various forms of social media throughout the day. Less than 30 minutes 1 to 2 2 to 4 More than Total 30 minutes to 1 hour hours hours 4 hours Respondents Discussion groups/message boards/forums 57% 27% 12% 3% 1% 722 Online communities/social networking sites 59% 27% 9% 3% 2% 394 Content aggregators/portals/ mashups 44% 31% 16% 5% 5% 326 Blogs 60% 27% 11% 2% 0% 283 Wikis/social bookmarking 55% 30% 10% 2% 2% 231 Podcasts/audiocasts 53% 27% 17% 2% 1% 228 Video content 61% 26% 10% 3% 0% 166 Widgets 56% 22% 12% 7% 2% 96 © 2009 BioInformatics, LLC www.gene2drug.com 11
  12. 12. Social media use has changed since 2007. 61% Company Web sites 72% 30% Content aggregators 35% 25% Editorial Web sites 19% Online retailers such as VWR and Fisher 29% 28% Scientific 27% Printed trade magazines 25% 26% Printed catalogs or buyer's guides 44% 25% Third party online portals 19% 30% User-generated content 27% 2008 (n=1,422) 3% None of the above 2007 (n=1,362) 3% © 2009 BioInformatics, LLC www.gene2drug.com 12
  13. 13. Primary social media tools used by scientists Age Social Media Tools Discussion boards Social networking Blogs 21 to 30 and forums sites (n=204) 57% 37% 27% Discussion boards Social networking Content 31 to 40 and forums sites aggregators (n=567) 52% 28% 22% Discussion boards Content Social networking 41 to 50 and forums aggregators sites (n=460) 46% 23% 22% Discussion boards Social networking Content 51 to 55 and forums sites aggregators (n=165) 38% 18% 17% Discussion boards Social networking Content Over 55 and forums sites aggregators (n=148) 36% 24% 16% © 2009 BioInformatics, LLC www.gene2drug.com 13
  14. 14. Social media provide scientists with a fresh perspective. Discover more options 52% to solve a problem Faster access to news, research, and trend 42% information Probe more deeply into a solution than dealing 27% with a vendor and their customer references Participate in active dialogue with 25% colleagues and competitors worldwide 26% No change © 2009 BioInformatics, LLC www.gene2drug.com 14
  15. 15. Social media appeals to the most fundamental values of science —communicating, contributing and collaborating. Allows me to make a Facilitates the sharing Makes it easier to more educated decision of ideas with research new Simplifies my lab Total about purchasing new colleagues and/or the products and/or workflow Respondents products and/or scientific community technologies technologies Blogs 27% 49% 23% 2% 259 Content aggregators/portals/mashups 39% 13% 42% 6% 455 Discussion groups/message boards 26% 52% 19% 3% 752 Online communities/social networking sites 22% 50% 23% 5% 458 Podcasts/audiocasts 36% 24% 36% 4% 172 Wikis 32% 19% 38% 10% 355 © 2009 BioInformatics, LLC www.gene2drug.com 15
  16. 16. Tried-and-true discussion boards still dominate the social media landscape. n=1,510 50% Discussion groups / message boards Online communities / social networking 31% sites Content aggregators / portals / mashups 30% 24% Wikis 17% Blogs 11% Podcasts / audiocasts Not applicable: I don’t use these tools for 23% my research and/or professional activities © 2009 BioInformatics, LLC www.gene2drug.com 16
  17. 17. Insight and opinion from peers provides balance to vendor-supplied information. Provides information to stay ahead of the Allows my lab to competition operate more globally 4% 8% Provides access Offers more to objective accurate feedback on 45% information 21% products and related to news services from and trends multiple sources 22% Offers the ability to participate in conversations with peers © 2009 BioInformatics, LLC www.gene2drug.com 17
  18. 18. “Visiting” an online community is a form of participation. Traditional Online Tools BioTechniques Protocol Guide Nature Protocols Protocol Online Cold Spring Harbor Protocols Wiley's Current Protocols Springer Protocols (Humana Press) Web 2.0/Social Collaboration The Science Advisory Board Nature Networks ScholarOne InnoCentive Scientist Solutions American Chemical Society Member Network Biomedexperts.com KnowledgeMesh 0% 20% 40% 60% 80% 100% Aware Of (n=1486) Use/Have Used (n=1219) © 2009 BioInformatics, LLC www.gene2drug.com 18
  19. 19. Scientists agree that social media has influenced their purchasing decisions—but not the purchasing process. Strongly Strongly Total Agree No Opinion Disagree Agree Disagree Respondents They have helped me to make a 9% 45% 21% 16% 9% 1,355 more informed decision They have made the purchasing 4% 23% 39% 25% 10% 1,349 process faster and more efficient They have had little to no influence 17% 29% 20% 27% 6% 1,355 on the purchasing process © 2009 BioInformatics, LLC www.gene2drug.com 19
  20. 20. Scientists want content that helps them do their jobs better. 82% Application and troubleshooting tips 77% Protocols 70% Product reviews Topic-based chat areas 51% and discussion forums 49% Career development information Experiment results (images) 29% contributed by members 22% Webcasts/virtual seminars 20% Community blog 16% Personal profiles 13% Topic-based podcasts 1% Other © 2009 BioInformatics, LLC www.gene2drug.com 20
  21. 21. Suppliers can tap into social media. Blogs Social Social Networks Bookmarks Podcasts Video User Sharing Reviews Rating Systems Wikis Collaborative Ranking © 2009 BioInformatics, LLC www.gene2drug.com 21
  22. 22. Monitor and participate in third party sites. © 2009 BioInformatics, LLC www.gene2drug.com 22
  23. 23. Integrate social media into traditional MARCOMM. © 2009 BioInformatics, LLC www.gene2drug.com 23
  24. 24. Make your site a destination for what life scientists care about. © 2009 BioInformatics, LLC www.gene2drug.com 24
  25. 25. Let users talk back. © 2009 BioInformatics, LLC www.gene2drug.com 25
  26. 26. Link to what’s hot. © 2009 BioInformatics, LLC www.gene2drug.com 26
  27. 27. Advertise on the right blogs. © 2009 BioInformatics, LLC www.gene2drug.com 27
  28. 28. Monitor the conversation. © 2009 BioInformatics, LLC www.gene2drug.com 28
  29. 29. Find your Influentials. © 2009 BioInformatics, LLC www.gene2drug.com 29
  30. 30. Deputize the most devoted. © 2009 BioInformatics, LLC www.gene2drug.com 30
  31. 31. Start a podcast series. © 2009 BioInformatics, LLC www.gene2drug.com 31
  32. 32. Unify your social media initiatives. © 2009 BioInformatics, LLC www.gene2drug.com 32
  33. 33. For more information on this engagement… Market Research & Consulting for the Life Science Industry Bill Kelly 703-778-3080 x15 b.kelly@gene2drug.com The The Life Science Science BioInformatics EXECUTIVE Advisory market insights from gene to drug Board EXCHANGE www.lifescienceexec.com www.gene2drug.com www.scienceboard.net © 2009 BioInformatics, LLC www.gene2drug.com 33

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