From Classroom to Content: Turning Stanford Business Professors into Rock Stars

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Can bad hair days nix your raise? Why is it risky to pitch an idea that is too perfect? And what IS the secret to happiness? These topics are headline fodder for stories about academic research by some of the top scholars in the world: Stanford Graduate School of Business professors. This panel will discuss turning potentially dry academic studies into hits on a multitude of publishing platforms, including our GSB Twitter account of more than 200K followers. We'll discuss the most effective use of digital and social tools, ways to customize content for each of them and why it pays to raise archived stories from the dead. Find out how how we work with faculty to tell stories that people want to read while retaining academic rigor, and partner with mass media digital outlets to extend our reach. We will not leave out old school print either. Come learn how we nourish and continually reboot our freshly redesigned print magazine.

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From Classroom to Content: Turning Stanford Business Professors into Rock Stars

  1. 1. From Classroom to Content: Turning Stanford Business Professors into Rockstars Deborah Petersen, Editorial Operations Manager Karen Lee, Social Web & Email Strategist
  2. 2. Schools Are Schools, Not Publishers
  3. 3. Being a Publisher is a Mindshift
  4. 4. Professors = Biggest Sources of Talent
  5. 5. The Professors Provide the Tunes A marketing scholar studies happiness. An organizational behavior professor shows how to negotiate a raise. An expert in Neuroeconomics explains the best time of day to make a decision. A finance professor explains the art of getting startup funding.
  6. 6. Turning Professors into Rockstars
  7. 7. Stanford Business Entourage Editorial ● Oversee and collaborate with professors ● Translate research into insights and hits PR ● Secure media exposure and interviews Digital ● Distribute hits across digital channels
  8. 8. Cultivating Talent Librarian Editor Writer,
  9. 9. Turning Academic Content into Hits 1. What’s the hook? 2. What’s the best way to tell the story? 3. What’s the best way to promote? 4. What’s the best way to recycle/remix?
  10. 10. Oldies But Goodies 1. Why “evergreen” content matters 2. The power of repackaging content a. Website: Collection of quotes and tips from business leaders (GM CEO Mary Barra, Venture Capitalist Marc Andreessen, Oprah Winfrey) b. Tumblr: Round-ups of articles and insights by theme: “10 Tips to Make you More Powerful at Work,” “Why Optimism is Necessary in Business.”
  11. 11. Where We Play & Place The Hits
  12. 12. Extending Our Reach Website 99K page views per month Social Media 640K followers Email 40K subscribers Magazine 28K subscribers Partners 35K visits per month
  13. 13. #1 Hits
  14. 14. Ilya Strebulaev Academic Area: Finance Hook: Angels
  15. 15. Are Angel Investors the New Disruptors? 1. Hook: Better understand angel investors 2. Story Format: First person, 884 words 3. Promote: Entrepreneurs, Investing 4. Remix: Abbreviated List, illustration
  16. 16. Are Angel Investors the New Disruptors? 1. Hook: Better understand angel investors 2. Story Format: Expanded List, illustrations 3. Promote: Entrepreneurs, Investing 4. Remix: Magazine
  17. 17. Margaret Neale Academic Area: OB Hook: Inequality, Negotiation
  18. 18. A Few Bad Hair Days Can Change Your Life 1. Hook: How you look affects how you behave 2. Story Format: 1,048 words 3. Promote: Career, personal success 4. Remix: Media partner - catchy headline, visuals
  19. 19. A Few Bad Hair Days Can Change Your Life 1. Hook: How you look affects how you behave 2. Story Format: 1,048 words 3. Promote: Career, personal success 4. Remix: Email - different subject line and headline
  20. 20. Does Breaking Bread Help Make Negotiation a Success? 1. Hook: Why negotiation over lunch is not always smart 2. Story Format: Interview 3. Promote: Negotiation 4. Remix: Media Partner, Changed headline, photo
  21. 21. Baba Shiv Academic Area: Neuroeconomics Hook: Decision-making
  22. 22. The Art of the Imperfect Pitch 1. Hook: How to manage up to your risk-averse boss 2. Story Format: Written by the professor, first person 3. Promote: Innovation 4. Remix: Quote, photo quote
  23. 23. How Do You Find Breakthrough Ideas? 1. Hook: How to be your best 2. Story Format: 1,549 words, 3. Promote: Innovation, Creativity, Productivity 4. Remix: Text, video, quotes
  24. 24. The Art of the Imperfect Pitch 1. Hook: How to manage up to your risk-averse boss 2. Story Format: Written by the professor, first person 3. Promote: Innovation 4. Remix: Quote, photo quote
  25. 25. Jeffrey Pfeffer Academic Area: OB Hook: Power
  26. 26. 10 Tips for Building Stronger Networks in Work & Life 1. Hook: Networking tips 2. Story Format: Practical tips from an e-book 3. Promote: Networking, Career 4. Remix: Tweet Tips, Partners
  27. 27. 10 Tips for Building Stronger Networks in Work & Life 1. Hook: Networking tips 2. Story Format: Practical tips from an e-book 3. Promote: Networking, Career 4. Remix: Magazine
  28. 28. Jennifer Aaker Academic Area: Marketing Hook: Happiness
  29. 29. Millennial Searchers 1. Hook: Happiness 2. Story Format: NYT Op-ed 3. Promote: RT @aaker 4. Remix: Stanford news, GSB magazine, website
  30. 30. Thank You! Questions? @deborapetersen @karenlee

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