Core Facility 2.0 - leveraging social media to enhance visibility

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Presented at the 3rd annual Western Association of Core Directors (WACD) in Los Angeles, CA. September 19, 2013

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Core Facility 2.0 - leveraging social media to enhance visibility

  1. 1. Core Facility 2.0 Leveraging New Media to Enhance Visibility Ryan Duggan Technical Director Flow Cytometry Facility University of Chicago about.me/RyanDuggan 1 1Thursday, September 19, 13
  2. 2. Outline What? Why? How? 2Thursday, September 19, 13
  3. 3. What Facebook, YouTube, Twitter, Google+, LinkedIn Tumblr, Instagram, Flickr, Foursquare, Pinterest, Reddit Research Gate, FCN, LISTSERV, 3Thursday, September 19, 13
  4. 4. What else? Not just about posting and reading Interactions are key networking 4Thursday, September 19, 13
  5. 5. Social Media Types Content Creator Consumers Curators Creators Content Curators Content Consumers 5Thursday, September 19, 13
  6. 6. Social Media Types Content Creator Consumers Curators Creators Content Curators Content Consumers 6Thursday, September 19, 13
  7. 7. Social Media Types Content Creator Consumers Curators Creators Content Curators Content Consumers 7Thursday, September 19, 13
  8. 8. Social Media Types Content Creator Consumers Curators Creators Content Curators Content Consumers 8Thursday, September 19, 13
  9. 9. Natural Order To be a good consumer, you need to know where to look. To be a good curator, you must be an efficient consumer. To be a good creator, you should practice good curation. 9Thursday, September 19, 13
  10. 10. Why Why bother? Does it work? What’s the ROI? 10Thursday, September 19, 13
  11. 11. Why Bother? FY13 NIH Budget (Flat = Effective Cut) Diminished core facility usage by R01 awardees *Biomedical Industry CEOs forecast threats to the growth over the next 5 years due to: Access to capital, Burdensome and uncertain regulatory environment Lack of innovation and productivity in R&D *http://www.pwc.com/us/en/press-releases/2012/survey-of-biomedical-industry.jhtml 11Thursday, September 19, 13
  12. 12. Flat = Cut 29.00 29.50 30.00 30.50 31.00 31.50 32.00 32.50 33.00 FY2010 FY2011 FY2012 FY2013 BillioinsofDollars NIH Funding Trends Budgeted Inflation Corr. (2012 $) http://www.faseb.org 12Thursday, September 19, 13
  13. 13. Solutions Cast a wider net non-R01 funded investigators Investigators from outside the institution Industry/Biotech Diversify services (esp. Translational Research) 13Thursday, September 19, 13
  14. 14. Visibility Really cool project http://ucflow.uchicago.edu http://facebook.com/ucflow 14Thursday, September 19, 13
  15. 15. ROI Investment is exclusively time-based and limited to your availability. Returns include increased: OEM partnerships Extra-institutional queries Non-R01 users Contracts with Industry/Biotech Perception as an industry leader 410 420 430 440 450 460 470 480 490 500 29.00 29.50 30.00 30.50 31.00 31.50 32.00 32.50 33.00 FY2010 FY2011 FY2012 FY2013* RechargeRevenue(ThousandsofDollars) BillioinsofDollars NIH Funding Trends vs. UCFlow Recharge Budgeted Inflation Corr. (2012 $) UCFlow Revenue (Inf. Corr.) 15Thursday, September 19, 13
  16. 16. How-to (General) Define your style (Consumer/Curator/Creator) Choose your outlet(s) Share consistently Grow your network 16Thursday, September 19, 13
  17. 17. How-To (Case Study) 2007 - Strategic plan to create an online footprint Web site Branding (UCFlow) Blog Social media presence (later) Initial goal was to better inform internal investigators 17Thursday, September 19, 13
  18. 18. Web Sites Although a necessity, static web sites don’t do much to drive new traffic. They are utilitarian at best Resource scheduling Lists of facility services and technologies General contact info Web sites can also become a portal to other media. 18Thursday, September 19, 13
  19. 19. Branding and Brand Awareness Brands vs. Personalities Brands allow for longevity in spite of turnover Brands carry less baggage Multiple people can contribute to a Brand’s online presence 19Thursday, September 19, 13
  20. 20. Blogging It’s not for everyone Successful blogging requires consistency engaging stories interesting graphics Can be used to reach an internal crowd, but should also be applicable to a wider audience 20Thursday, September 19, 13
  21. 21. Social Media Sites Creators: YouTube, Google+, Blogs, Facebook Curators: Google+, Facebook, Twitter Consumers: All of the above. 21Thursday, September 19, 13
  22. 22. Web site: http://ucflow.uchicago.edu homepage shows recent blog entries, FB, Twitter and Google+ links Blogging: http://ucflowblog.blogspot.com Industry news, instrument reviews, tips/tricks, etc... Google+: http://plus.google.com Keyword: Cytometry Cytometry community, UCFlow page YouTube: http://youtube.com/ryanduggan Video reviews, live roundtable discussions from Google+ Cytometry Community. Twitter: @UCFlow, @RynDggn curate articles and news links, live tweet conferences and events. 22Thursday, September 19, 13
  23. 23. Rationale Google = search Google services rank higher in search Blogger, Google+, YouTube Increase chance of being discovered if you have a solid Google presence. 23Thursday, September 19, 13
  24. 24. Analytics provide feedback Most sites provide admins with important analytics about their content and its consumption Analyzing this data regularly allows you to see what types of posts, blogs, picture, videos, shared links, etc... resonate with your audience. 24Thursday, September 19, 13
  25. 25. Aug  19,  2013 -­ Sep  18,  2013Traffic  Sources  Overview Source Visits %  Visits 1. researchgate.net 66 38.37% 2. ucflow.uchicago.edu 22 12.79% 3. facebook.com 14 8.14% 4. chromocyte.com 6 3.49% 5. ctegdcytometry.ovpr.uga.edu 6 3.49% 6. flowparadigm.com 5 2.91% 7. plus.url.google.com 5 2.91% 8. linkedin.com 4 2.33% 9. med.unc.edu 4 2.33% 10. google.com 3 1.74% view  full  report %  of  visits:  100.00% Overview 2,109  people  visited  this  site  Visits Aug  22 Aug  29 Sep  5 Sep  12 606060 120120120 Search  Traffic Referral  Traffic Direct  Traffic Campaigns 19.2% 8.2% 71.1% UCFlow  Blog 100 visits per day 3/4 traffic from search Referral Sources 25Thursday, September 19, 13
  26. 26. Aug  19,  2013 -­ Sep  18,  2013Traffic  Sources  Overview Keyword Visits %  Visits 1. (not  provided) 1,087 72.52% 2. facs  titrating  antibody 27 1.80% 3. titration  of  antibodies  for  flow  cytometry 20 1.33% 4. mfi  flow  cytometry 12 0.80% 5. semi-­quantitative  antibody  titration 9 0.60% 6. antibody  titration  flow  cytometry 7 0.47% 7. mean  fluorescence  intensity 7 0.47% 8. setting  up  a  new  cytometry  panel 7 0.47% 9. how  to  do  a  stain  index  flow  cytometry 6 0.40% 10. amnis  flow  sight  cost 5 0.33% view  full  report %  of  visits:  100.00% Overview 2,109  people  visited  this  site  Visits Aug  22 Aug  29 Sep  5 Sep  12 606060 120120120 Search  Traffic Referral  Traffic Direct  Traffic Campaigns 19.2% 8.2% 71.1% UCFlow  Blog What keywords are people searching for upon reaching your site. 26Thursday, September 19, 13
  27. 27. Cool tools Hootsuite allows you to schedule tweets as well as cross post to FB, Google+ and other outlets. Use Flipboard (or RSS reader) to curate articles from lots of sources and incorporate them into your own Magazine. 27Thursday, September 19, 13
  28. 28. 28Thursday, September 19, 13

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