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New Media Marketing:
Resources, Risks, and Rewards
   UCSD Rady School of Management
           January 11, 2013
            Mary Canady
           Comprendia LLC

     comprendia.com/ucsdrady
Comprendia & SDBN, Est. 2008
    • Founder: Mary Canady, Ph.D.
      • 10 yrs at bench & computer
      • 10 yrs marketing & business development
         • Large (Life Technologies, EMD Millipore)
            & small biotech/life science                    Mary Canady

      • 4 yrs Social media
         • Established biotech & science thought
            leader
              • Quoted in GEN, C&EN, BIO
         • Campaigns with 9 companies
     •What We Do
       •Life science strategic & tactical marketing
       •Leverage network of 20,000
       •Help companies & individuals build
       networks

2                  © Comprendia, LLC All rights reserved.
“Seth Godin Trifecta”

3            © Comprendia, LLC All rights reserved.
New Media Marketing
    • Resources
       –   Networking
       –   LinkedIn
       –   Twitter
       –   Blogs/ScienceOnline
    • Risks
       – Poor ROI
       – Poor etiquette
       – Campaigns gone wrong
    • Rewards
       –    Corporate
       –    Personal



4                   © Comprendia, LLC All rights reserved.
ScienceOnline

                      Emerald Bio


                                                                                    Life Technologies

    EMD Millipore




                    Comprendia/SDBN




                      1756 LinkedIn Connections
5                          © Comprendia, LLC All rights reserved.
Local Networking
    •Website: Learn about region & opportunities
      •News: who has $ to spend?
      •Directory of 400+ companies
      •New jobs posted daily
    •Monthly Events
      •Volunteer
      •Attend
      •Sponsor
      •Connect
    •LinkedIn group: 7600+ members
      •Search & contact (see Video or demo)
      •Post news
    •Facebook page
      •Get community updates
       See appendix for more local networking resources
6                    © Comprendia, LLC All rights reserved.
Resources: Your LinkedIn Profile
    • Should be as complete as resume
        – Headline: relate to personal brand
        – Use action words and bullets
        – Add past relevant positions with information for
          each, helps others find you (leave out the Olive
          Garden)
    •   Add a head shot
    •   Check for spelling errors!
    •   Link to your company or sites of interest
    •   Include complete contact information
    •   Get recommended
    •   Grow your network!


7                    © Comprendia, LLC All rights reserved.
Resources: LinkedIn Groups
    • Benefits
      – Directly email any group member (check out
        our howto)
      – Can post questions to group
      – Searches give more results
    • Join up to 50 groups
    • Choose large, relevant, active groups
      – Or start one!
    • Lots of great discussions going on
      – Antibodies, recombinant proteins, medicinal
        chemistry…
      – See our tips and list to start
8                © Comprendia, LLC All rights reserved.
9   © Comprendia, LLC All rights reserved.
Scientists on Twitter?

     Term                                                  # Tweets
     American Society for Human
     Genetics 2012                                          8,675
     American Society for
     Microbiology 2012                                      3,269
     Society for Neuroscience 2012   7,671
     ScienceOnline 2012             39,552
     #Bioinformatics                50/day
     #TweetYrPhD                     1,056
     Genomics                      100/day
     Kinase                         50/day
10                © Comprendia, LLC All rights reserved.
Basics
     • Overview
       – Provide 140 character updates, AKA
         „microblogging‟
       – @[user] to send a public message (reply)
       – D [user] to send private message (DM)
       – #[text] is a „hashtag‟ to follow events or chats
     • Follow based on content, don‟t need to
       know
       – Hint: this is huge for meeting people
     • Provide information based on your brand
     • Should be a conversation if you‟re doing
       it right!
11            © Comprendia, LLC All rights reserved.
Resources

     • Media shift affects science
       publications, advertising, funding
     • Bloggers=new influencers
     • Write, read, support blogs
       • ScienceSeeker
       • Researchblogging
        • Subscribe to RSS feeds/bundle & get email
     • January ScienceOnline conference North
       Carolina
       – Comprendia session
       – Local watch party Feb. 2!
12               © Comprendia, LLC All rights reserved.
Risks
     • Poor Return on Investment (ROI)
       – 2012 survey of life science marketers confirms
       – Many companies don‟t understand new media
          • Need to more market research, experimenting
       – Concentrate on strategy, not tactics
          • “Let‟s make a viral video!”
     • Poor etiquette
       – Engage, don‟t broadcast
       – Immerse yourself, learn to do well
     • Campaigns gone wrong
       – Beware of interns
                   Image courtesy Flickr user The Fayj
13                   © Comprendia, LLC All rights reserved.
Successes
     • Companies/Organizations
       – Life Tech
          • ~100K Facebook fans
       – MO BIO
          • Fantastic blog, engagement
       – ScienceOnline
          • 100 online conversations per attendee
       – SciFund
          • $250K raised for research through crowdfunding
     • Individuals
       – Miriam Goldstein‟s blog brings revenue for
         Scripps Institute for Oceanography

14                   © Comprendia, LLC All rights reserved.
Benefits All Around
     • Companies
       – Lead generation
       – Exposure
       – Unique Distribution Channels
            • Control information flow
       – Understand customer needs better
     • Individuals
       –   Learn more
       –   Build a personal brand
       –   Help and leverage network
       –   More connections=all benefit

15                   © Comprendia, LLC All rights reserved.
Do Good
     • Life Technologies sequestration
       campaign
     • ScienceOnline
       – February 2nd Watch Party
       – Journalism panel March/April
     • February 25th SDBN Event
       – San Diego Zoo/Found Animals Foundation




16              © Comprendia, LLC All rights reserved.
Questions?
     • Twitter
        – @Comprendia
        – @SDBN
     • LinkedIn
        – www.linkedin.com/in/marycanady
     • Facebook
        – Facebook.com/comprendia
     • Blog
        – Sdbn.org
        – Comprendia.com
     • Slideshare
        – www.slideshare.net/marycanady



17                  © Comprendia, LLC All rights reserved.
San Diego Professional Societies
     Name                 Events & Description           Focus                    Who
     Sino-American
                                                         Drug discovery,
     Biomedical &
                          Great symposia, top            development,             Asian life scientists, but all
     Pharmaceutical
                          speakers.                      diagnostics,             welcome.
     Professionals
                                                         outsourcing.
     Association
                          Big name national
     American                                            Focus: Drug discovery,
                          organization, good                                      Chemists, all welcome.
     Chemical Society                                    industrial chemistry.
                          speakers.
     San Diego            Bimonthly events
                                                         Entrepreneurs, drug      Entrepreneurs in any life
     Entrepreneurial      focused on funding,
                                                         discovery, green tech.   science area.
     Exchange             legislation, startups.
                                                                                  Women in science,
                                                                                  mathematics,
     Association for  Events, mentoring,
                                                         Career growth.           engineering and
     Women in Science volunteering.
                                                                                  technology, all welcome
                                                                                  at some events.
     Oxbridge Biotech     Newly founded (see             Academic-industrial
                                                                                  Academic entrepreneurs.
     Roundtable           next slide)                    connections.
                                                Online science,
     ScienceOnline San                          science                           Bloggers, writers,
                       Quarterly events in 2013
     Diego                                      communication, open               educators, scientists.
                                                science, social media.

       List on right sidebar of http://sdbn.org
18                                 © Comprendia, LLC All rights reserved.

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New Media Marketing: Resources, Risks, and Rewards

  • 1. New Media Marketing: Resources, Risks, and Rewards UCSD Rady School of Management January 11, 2013 Mary Canady Comprendia LLC comprendia.com/ucsdrady
  • 2. Comprendia & SDBN, Est. 2008 • Founder: Mary Canady, Ph.D. • 10 yrs at bench & computer • 10 yrs marketing & business development • Large (Life Technologies, EMD Millipore) & small biotech/life science Mary Canady • 4 yrs Social media • Established biotech & science thought leader • Quoted in GEN, C&EN, BIO • Campaigns with 9 companies •What We Do •Life science strategic & tactical marketing •Leverage network of 20,000 •Help companies & individuals build networks 2 © Comprendia, LLC All rights reserved.
  • 3. “Seth Godin Trifecta” 3 © Comprendia, LLC All rights reserved.
  • 4. New Media Marketing • Resources – Networking – LinkedIn – Twitter – Blogs/ScienceOnline • Risks – Poor ROI – Poor etiquette – Campaigns gone wrong • Rewards – Corporate – Personal 4 © Comprendia, LLC All rights reserved.
  • 5. ScienceOnline Emerald Bio Life Technologies EMD Millipore Comprendia/SDBN 1756 LinkedIn Connections 5 © Comprendia, LLC All rights reserved.
  • 6. Local Networking •Website: Learn about region & opportunities •News: who has $ to spend? •Directory of 400+ companies •New jobs posted daily •Monthly Events •Volunteer •Attend •Sponsor •Connect •LinkedIn group: 7600+ members •Search & contact (see Video or demo) •Post news •Facebook page •Get community updates See appendix for more local networking resources 6 © Comprendia, LLC All rights reserved.
  • 7. Resources: Your LinkedIn Profile • Should be as complete as resume – Headline: relate to personal brand – Use action words and bullets – Add past relevant positions with information for each, helps others find you (leave out the Olive Garden) • Add a head shot • Check for spelling errors! • Link to your company or sites of interest • Include complete contact information • Get recommended • Grow your network! 7 © Comprendia, LLC All rights reserved.
  • 8. Resources: LinkedIn Groups • Benefits – Directly email any group member (check out our howto) – Can post questions to group – Searches give more results • Join up to 50 groups • Choose large, relevant, active groups – Or start one! • Lots of great discussions going on – Antibodies, recombinant proteins, medicinal chemistry… – See our tips and list to start 8 © Comprendia, LLC All rights reserved.
  • 9. 9 © Comprendia, LLC All rights reserved.
  • 10. Scientists on Twitter? Term # Tweets American Society for Human Genetics 2012 8,675 American Society for Microbiology 2012 3,269 Society for Neuroscience 2012 7,671 ScienceOnline 2012 39,552 #Bioinformatics 50/day #TweetYrPhD 1,056 Genomics 100/day Kinase 50/day 10 © Comprendia, LLC All rights reserved.
  • 11. Basics • Overview – Provide 140 character updates, AKA „microblogging‟ – @[user] to send a public message (reply) – D [user] to send private message (DM) – #[text] is a „hashtag‟ to follow events or chats • Follow based on content, don‟t need to know – Hint: this is huge for meeting people • Provide information based on your brand • Should be a conversation if you‟re doing it right! 11 © Comprendia, LLC All rights reserved.
  • 12. Resources • Media shift affects science publications, advertising, funding • Bloggers=new influencers • Write, read, support blogs • ScienceSeeker • Researchblogging • Subscribe to RSS feeds/bundle & get email • January ScienceOnline conference North Carolina – Comprendia session – Local watch party Feb. 2! 12 © Comprendia, LLC All rights reserved.
  • 13. Risks • Poor Return on Investment (ROI) – 2012 survey of life science marketers confirms – Many companies don‟t understand new media • Need to more market research, experimenting – Concentrate on strategy, not tactics • “Let‟s make a viral video!” • Poor etiquette – Engage, don‟t broadcast – Immerse yourself, learn to do well • Campaigns gone wrong – Beware of interns Image courtesy Flickr user The Fayj 13 © Comprendia, LLC All rights reserved.
  • 14. Successes • Companies/Organizations – Life Tech • ~100K Facebook fans – MO BIO • Fantastic blog, engagement – ScienceOnline • 100 online conversations per attendee – SciFund • $250K raised for research through crowdfunding • Individuals – Miriam Goldstein‟s blog brings revenue for Scripps Institute for Oceanography 14 © Comprendia, LLC All rights reserved.
  • 15. Benefits All Around • Companies – Lead generation – Exposure – Unique Distribution Channels • Control information flow – Understand customer needs better • Individuals – Learn more – Build a personal brand – Help and leverage network – More connections=all benefit 15 © Comprendia, LLC All rights reserved.
  • 16. Do Good • Life Technologies sequestration campaign • ScienceOnline – February 2nd Watch Party – Journalism panel March/April • February 25th SDBN Event – San Diego Zoo/Found Animals Foundation 16 © Comprendia, LLC All rights reserved.
  • 17. Questions? • Twitter – @Comprendia – @SDBN • LinkedIn – www.linkedin.com/in/marycanady • Facebook – Facebook.com/comprendia • Blog – Sdbn.org – Comprendia.com • Slideshare – www.slideshare.net/marycanady 17 © Comprendia, LLC All rights reserved.
  • 18. San Diego Professional Societies Name Events & Description Focus Who Sino-American Drug discovery, Biomedical & Great symposia, top development, Asian life scientists, but all Pharmaceutical speakers. diagnostics, welcome. Professionals outsourcing. Association Big name national American Focus: Drug discovery, organization, good Chemists, all welcome. Chemical Society industrial chemistry. speakers. San Diego Bimonthly events Entrepreneurs, drug Entrepreneurs in any life Entrepreneurial focused on funding, discovery, green tech. science area. Exchange legislation, startups. Women in science, mathematics, Association for Events, mentoring, Career growth. engineering and Women in Science volunteering. technology, all welcome at some events. Oxbridge Biotech Newly founded (see Academic-industrial Academic entrepreneurs. Roundtable next slide) connections. Online science, ScienceOnline San science Bloggers, writers, Quarterly events in 2013 Diego communication, open educators, scientists. science, social media. List on right sidebar of http://sdbn.org 18 © Comprendia, LLC All rights reserved.

Editor's Notes

  1. How many on LinkedIn, Twitter, Blog? You’re doing science to help people: can do it better by finding your niche, and can help people along the way. Doesn’t necessarily mean research.
  2. Natural progression. People are now looking for tribes or channels, as traditional media failing
  3. Audit Diana
  4. Hashtag was used 1000 times