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Maggots Hip 'n' Shouldered: Crowd Funding Academic Research ANU 2014

This presentation was delivered as part of the NECTAR at ANU crowd funding workshop 26th August 2014. It is the story of my journey from Feb 2013 to August 2014, covering my evolution as an online academic, developing a crowd funding track record and some of my insights into what the University learned along the way.

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Maggots Hip 'n' Shouldered: Crowd Funding Academic Research ANU 2014

  1. 1. CRICOS Provider Code: 00113B CROWD FUNDING RESEARCH: MAGGOTS HIP ‘N’ SHOULDERED. Dr Melanie Thomson –Deakin Medical School m.thomson@deakin.edu.au @Dr_Mel_Thomson(Twitter) www.facebook.com/drmel.thomson
  2. 2. CRICOS Provider Code: 00113B Evolution of an Online Academic: NetPraxProject Feb 2013
  3. 3. CRICOS Provider Code: 00113B Deakin Faculty of Health: NetPraxproject Joyce Seitzinger @catspyjamasnzon Twitter Colin Warren @colwaron Twitter
  4. 4. CRICOS Provider Code: 00113B NetPraxproject: ARRRRGGGHH!!!
  5. 5. CRICOS Provider Code: 00113B NetPraxproject: Learn to Filter
  6. 6. CRICOS Provider Code: 00113B There’s an App for that!
  7. 7. CRICOS Provider Code: 00113B NetPraxfor Teaching: Digital Literacy • Facebook Page • Twitter Hash tag (#UnitCode)
  8. 8. CRICOS Provider Code: 00113B Evolution of a Crowd Funding University: ‘Research my World’ Deakin-Poziblepartnership April 2013
  9. 9. CRICOS Provider Code: 00113B Crowd Funding for Research Prof Deb Verhoeven Chair in Media and Communication Faculty of Arts & Education School of Communication & Creative Arts deb.verhoeven@deakin.edu.au @bestqualitycrabon Twitter
  10. 10. CRICOS Provider Code: 00113B • Deakin-Pozible.com partnership • Poziblefounder Rick Chen, me & Dr Michelle Harvey Crowd Funding for Research
  11. 11. CRICOS Provider Code: 00113B Evolution of a Crowd Funding Academic: ‘Mighty Maggots’ Campaign April 2013
  12. 12. CRICOS Provider Code: 00113B Maggots…can we make them glamorous?
  13. 13. CRICOS Provider Code: 00113B Mighty Maggots Campaign video 1 Melanie Thomson and Michelle Harvey https://www.youtube.com/watch?v=sRGnbWlJdLM
  14. 14. CRICOS Provider Code: 00113B Pozible-ly, an exercise in marketing Second Maggot Video: Maggot Art https://www.youtube.com/watch?v=H1WJZiflxi8
  15. 15. CRICOS Provider Code: 00113B Getting $10K for Maggots? It’s ! • 45 days to convince people to give us $$ • No existing ‘audience’ • Target Market not as tech savvy • Ran ‘physical’ outreach campaign as well as online • Apps used: Twitter, Facebook, LinkedIn and Storify • Diverse Donors
  16. 16. CRICOS Provider Code: 00113B Pozible-ly, rewarding for donors? Rewards turned out to be an important part of the process Best rewards are priceless and worthless!
  17. 17. CRICOS Provider Code: 00113B Mighty Maggots on Social media • Facebook Page –Friday Arvo Maggot Racing • Twitter ‘parody’ accounts
  18. 18. CRICOS Provider Code: 00113B Twitter Parody Accounts: Panto Villians! • Used Storifyto ‘record’ Twitter arguments b/w the protagonists
  19. 19. CRICOS Provider Code: 00113B A real life Crowd : Community Engagement Cons: Can get hostility from punters
  20. 20. CRICOS Provider Code: 00113B A real life Crowd : Community Engagement
  21. 21. CRICOS Provider Code: 00113B
  22. 22. CRICOS Provider Code: 00113B ‘Mighty Maggots’ Campaign
  23. 23. CRICOS Provider Code: 00113B Crowd Funding for Community Engagement • ‘Research my World’ PozibleCampaign Tweets and Re-Tweets network by Stuart Palmer (@s_palm)
  24. 24. CRICOS Provider Code: 00113B Crowd Funding Tips for University Admin • Requires support from the highest level (VC/DVCR) • Requires support of financial officers in Research Office and at local Departmental level • Consideration for admin burden of tax receipts -> Philanthropy office? • Practicalities: • WHICH PLATFORM? External or Internal? • Official You Tube account • Pay Pal account needed • Multi Media/Commssupport? • ‘Coalition of the willing’ team of Social Media Mentors
  25. 25. CRICOS Provider Code: 00113B Evolution of a Crowd Funding Track record: ‘Hips 4 Hipsters’ April 2014
  26. 26. CRICOS Provider Code: 00113B ‘Hips 4 Hipsters’ -Bought Pro Help Logo: Cat Donaldson, Faster Pussycat Productions @catherineLd Animation: James Hutson, Bridge8 @jameshutson Professional Animation by James Hutson of Bridge8 https://www.youtube.com/watch?v=o-OD2gB0Ewg
  27. 27. CRICOS Provider Code: 00113B ‘Hips 4 Hipsters’-Secondary Video (free!) Mel Thomson –‘Face of Campaign’ video https://www.youtube.com/watch?v=ebg8i3AJyoI
  28. 28. CRICOS Provider Code: 00113B ‘Hips 4 Hipsters’ Twitter only strategy • One week on @realscientistrotation account to amplify signal • Important relationship with science ‘supertweeter’ @upulie-> @colvinius • Interviewed by @carolduncanon ABC radio • ‘Herd Mentality’ Podcast @adamreakes • Most donors came from these interactions
  29. 29. CRICOS Provider Code: 00113B
  30. 30. CRICOS Provider Code: 00113B Crowd Funding: Not for the faint of heart! Cost • Pricey on Time!! (10-20 hrson top of Academic job!) • $$ return per hour….less than minimum wage • Seen as ‘zany’ = non credible by science establishment??* Benefit • Raised profile in local and national communities • ‘Ripple Effect’ still in action…several further donations • Obtain network of random ‘cheerleaders’ for your science
  31. 31. CRICOS Provider Code: 00113B ‘Ripple Effect’ of community engagement • Approx$5,000 extra donations (so far!) • Plus $37,000 Grants
  32. 32. CRICOS Provider Code: 00113B Crowd Funding for you? The Overworked academic? • First steps: If you are not on social media professionally…Mak account today! • Big Three are Twitter, Facebook and LinkedIn • Use ‘down time’ while travelling to post stories of interest • Crowd funding is good for raising profile and gaining seed funds and kudos, but labour intensive & sometimes stressful • Do you have an research idea you can ‘sell’? • Are you comfortable with the ‘hard sell’? • Make sure you do ‘Real Life’ engagement too!
  33. 33. CRICOS Provider Code: 00113B Social Media for Research Community
  34. 34. CRICOS Provider Code: 00113B Social Media for Research Community • @realscientists • #onsci • #emcror #emcrforum • #microtwjc • #phdchat • #womeninSTEM
  35. 35. CRICOS Provider Code: 00113B http://www.slideshare.net/debver/crowdfunding-university-research http://www.slideshare.net/debver/report-evauatinresearch-myworld http://www.slideshare.net/debver/checklists-crowdfunding-research http://www.pozible.com/research My Blog: www.drmelthomson.wordpress.com 1stCampaign www.pozible.com/mightymaggots 2ndCampaign www.pozible.com/hips4hipsters ‘Research my World’ Crowd Funding Links
  36. 36. CRICOS Provider Code: 00113B ACKNOWLEDGEMENTS SPONSORS: 129 + 180 individuals @pozible.com + Jane den Hollander Lee Astheimer Deb Verhoeven Michelle Harvey Joyce Seitzinger Colin Warren Stuart Palmer Rebecca Plant Ryan Raybould Warwick Hadfield Pozible Rick Chen Matt Benetti Gillian Turner Catherine Donaldson James Hutson Kim Foale Michelle Banks

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  • chandraprestu

    Feb. 7, 2016

This presentation was delivered as part of the NECTAR at ANU crowd funding workshop 26th August 2014. It is the story of my journey from Feb 2013 to August 2014, covering my evolution as an online academic, developing a crowd funding track record and some of my insights into what the University learned along the way.

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