Vote for our SXSW proposal for 2015! http://panelpicker.sxsw.com/vote/33828 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.

1. From Classroom to Content: Turning
Stanford Business Professors into
Rock Stars
Deborah Petersen, Editorial Operations Manager
Karen Lee, Social Web & Email Strategist

2. Schools Are Schools, Not Publishers

3. Being a Publisher is a Mindshift

4. Professors = Biggest Sources of Talent

5. The Professors Provide the Tunes
A marketing scholar teaches the power of story.
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. Turning Professors into Rockstars

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. Cultivating Talent
Librarian
Editor
Writer,

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. 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. Where We Play & Place The Hits

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. #1 Hits

14. Ilya Strebulaev
Academic Area: Finance
Hook: Angels

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. 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. Margaret Neale
Academic Area: OB
Hook: Inequality, Negotiation

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. 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. 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. Baba Shiv
Academic Area: Neuroeconomics
Hook: Decision-making

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. 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. 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. Jeffrey Pfeffer
Academic Area: OB
Hook: Power

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. 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. Jennifer Aaker
Academic Area: Marketing
Hook: The Power of Story

29. The Power of Story
1. Hook: Power of Story
2. Format: Course
3. Remix: Interactive video
http://stanford.edu/class/gsbgen542/http://video.interlude.fm/power_of_story/signup.
html

30. The Seven Deadly Sins of Storytelling
1. Hook: Power of Story
2. Story Format: 1,120 Words
3. Remix: This article is based
on material from Jennifer
Aaker’s book, The Dragonfly
Effect: Quick, Effective, and
Powerful Ways to Use
Social Media To Drive
Social Change

31. Harnessing the Power of Stories
1. Hook: Power of Story
2. Story Format: 20 minute
video
3. Promote: Twitter
4. Remix: Lean In filmed
Jennifer Aaker’s lecture on
“Harnessing the Power of
Stories.” We uploaded the
same video on the Stanford
Business YouTube channel.

32. Thank You! Questions?
@deborapetersen
@karenlee