TTOs: Use Social Media Effectively to Market Your Innovations

TTOs: Use Social Media TTOs: Use Social Media Effectively to Market Your Effectively to Market Your InnovationsInnovations

Sponsored by:

Dee AndersonDee Anderson

Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959 2

Dee Anderson is the Associate Director for the Technology Transfer Office for Brigham Young University in Provo, Utah. He is responsible for commercialization planning, patenting and licensing functions for Electrical and Computer Engineering, Civil and Environmental Engineering, and Computer Science departments and the School of Technology, Compliant Mechanisms in the Mechanical Engineering Department, and other select projects. Mr. Anderson has twenty eight years of entrepreneurial experience in the fields of Manufacturing, Real Estate Development, Financial Management, Computer Software and Hardware and Telecommunications as well as vast experience in creating successful companies in the high tech field with significant expertise in marketing, finance and operations.

Laura A. SchoppeLaura A. Schoppe


Laura A. Schoppe is president of Fuentek, LLC. Fuentek works with an eclectic client base to assist them in identifying promising technologies and the converting these ideas and inventions into marketable products. In her role as president, Laura is responsible for managing client relationships as well as establishing strategic plans, budgets and conducting training workshops for clients. Fuentek is a leading technology commercialization firm, and is now the largest NASA contractor in North Carolina. Laura has more than 12 years of successful experience in spearheading research for several defense contractors, as well as an extensive background in all aspects of intellectual property management, including valuing the deals, negotiating the business terms, and leading license negotiation activities. She has led major technology transfer projects at universities and government agencies, and Fortune 500 companies have sought her advice on strategic planning related to their IP assets. Prior to forming Fuentek in 2001, Laura was a program manager for advanced engineering at GE-Aerospace/Lockheed Martin. She was responsible for national and international new business development, as well as research and development projects for advanced submarine and surface ship programs. She then provided technology transfer services at RTI International in the Center for Technology Applications, where she worked as a client lead for government and corporate clients, successfully doubling the client base.

Lindsay PolakLindsay Polak


Lindsay Polak is the Marketing and Communications Manager at the University of Colorado Technology Transfer Office. In her role at CU, she manages PR and events both within and outside the university community, as well as coordinating technology marketing outreach. Ms. Polak has developed several social media communications initiatives for CU TTO. In 2009 she managed the launch of the CU TTO blog (CUtechtransfer.blogspot.com) as well as bringing the office onto Twitter (@coloradotto). These initiatives have been successful in expanding CU TTO’s penetration into the vibrant local technology communities, especially the startup community. Ms. Polak graduated from Scripps College in 2001 with a BA in Philosophy, and afterward attended CU’s School of Law. Before joining CU TTO, she worked in marketing/communications in the music industry.

Shirley JamiesonShirley Jamieson


Shirley is Head of Marketing for Cambridge Enterprise Limited, the commercialisation office of the University of Cambridge. CE consists of three overlapping business units: technology transfer, which assists academics in making their research available to industry; consultancy services, which supports University staff wishing to provide expert advice to public and private sector organisations; and Seed Funds, which provides access to capital for members of the University. New media is an emerging way to find suitable licensees or partners to help to commercialise the science emerging from the University. As well as ensuring the website is up to date with the latest news on our activities and those of our portfolio companies, Cambridge Enterprise is beginning to use new media tools such as Twitter and short films. Additionally, the University of Cambridge uses a number of new media platforms such as Twitter, Flickr, iTunesU and Facebook. The University’s YouTube Edu channel has a growing library of videos demonstrating economic and societal impact in a format easily accessible by a worldwide audience.

Social Media RevolutionSocial Media Revolution

Digital Media

Websites • Podcasts • Videocasts •

Slidecasts • Webinars • Newsletters

Social Media

Blogging • Twitter • Facebook • Etc.


There are There are many facets many facets to to marketing University IP marketing University IP via social and web via social and web channelschannels


•Social Networking is just a tool, a way to engage Alumni to help you find the right home for each technology.

•It does not replace the need for personal relationships but enhances your ability to develop them.

•Social Networking is all about extending your network to include Alumni networks.

Should I be using it?Should I be using it?

POST: a four-step approach to determining when to use SM, and which tech platform to use:

People: where are the people I want to reach? Objectives: what do I want to accomplish?Strategy: how do I need to change my

relationship with these people?Technology: what tech platform will suit this

strategy?

Adapted from Groundswell: Winning in a World Transformed by Social Technologies.


POST: PeoplePOST: People

People: where are the people I want to reach?

-what blogs do they read?-what communities have they joined?-what communication platform do they prefer?

You must go to the people, not wait for them to find you.


POST: ObjectivesPOST: Objectives

Objectives: what do I want to accomplish?

-build brand equity/awareness?-build relationships with key decision-makers?-gather feedback from tech markets about university IP?

How will you measure achievement of your objectives?


POST: StrategyPOST: Strategy

Strategy: how do I need to change my relationship with these people?

-increase coverage in new media (blogs)?-create buzz around university IP?-use existing, successful social networkers in your community to extend your reach?


POST: TechnologyPOST: Technology

Technology: what tech platform will suit this strategy?

-blogs, new journalism-personal networking: facebook, LinkedIn-microblogging/presence: twitter-multimedia: YouTube, Flickr, podcasts


Why Does Social Media Why Does Social Media Work?Work?

Newsletters

Facebook

Twitter

Websites

Podcasts Videocasts Slidecasts

Webinars

Websites

Blogging


Your Website:Your Website:Still Your Most Valuable Still Your Most Valuable WeaponWeapon

Audience survey Totals

Number of TTO websites? 100%

All available technologies listed?

58%

More than just an abstract listed?

25%

Pictures? 25%

Videos? 25%

Podcasts? 8%

Metrics? 50%Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959 14

Content is KingContent is King

Positions your organization as a leaderPushes your message (especially through SEO)Pushes your technologies (also through SEO)Demonstrates depth and breadth of capabilities

Saves you time

•Enables users to self-service

•Enables prospects to self-qualify – eliminates “tire kickers”


What Content Should be onWhat Content Should be onYour Web Site?Your Web Site?

Technologies available for licensing

Success stories and awards

Newsletters, blogs, annual reports, etc.

Instructional material

Facilities, services, resources

News items and events

Special programs

Frequently asked questions

Description of the TTO and contact information


Search Engine Search Engine OptimizationOptimization

Select your keywords Choose your domain name wisely Create keyword-rich content

◦ Page titles, page headers◦ Images tags and file names

Get inbound links from reputable , relevant sites, using your targeted keywords: “Wiley Coyote University’s technology transfer program leads the nation in creation of start-ups.”

Make your site search-engine friendly – plain text navigation and content


BloggingBlogging

http://blog.fuentek.com

Blog: noun, blog, blägshort for Weblog, generally a reverse chronological listing of interesting and timely happenings


Blogging Do’sBlogging Do’s

Planning

• Define a plan, purpose, and goals for blogging

• Implement planning process and editorial reviews for publishing entries

• Post on a regular schedule (start small!)

• Respond with timely posts to relevant current events

Content

• Leverage your keywords– When defining categories– When drafting content

• Incorporate links to other relevant sites and content• Always blog with integrity• Use a more personal voice• Request comments and opinions at the end of your post• Be transparent by including authorship

Replies• Monitor the traffic for your blog• Review all responses for appropriate content prior to publishing

Technical stuff

• Take advantage of blogging software readily available (e.g., WordPress)


Blogging Don’tsBlogging Don’ts

Ignore your blogging plan after launch Write long blog posts (keep to 250 words or

less) Get consumed and overly absorbed in the

blogosphere Let your emotions drive you to post entries

you might regret Ignore responses to your Blog entries


Twitter, Tweets, and Twitter, Tweets, and Follow MeFollow Me


Twitter BasicsTwitter Basics @username

◦ Links to the user’s profile◦ Examples: @Fuentek,

@khiserFuentek Retweets – like email forwarding #hashtag

◦ Like a keyword◦ Example: #AUTM

URL shorteners – tiny URL, Bit.ly, etc.

d username – direct message Twitpitch – marketing your

technology in 140 characters or less


Twitter Do’sTwitter Do’s

Planning

• Define a plan, purpose, and goals for Twitter

• Implement planning process and editorial reviews for publishing entries

• Set up policies for employee Tweets• Post on a regular schedule (start small!)

• Retweet meaningful Tweets

Content

• Leverage your keywords• Incorporate links to other relevant sites and content• Always Tweet with integrity• Use a more personal voice• Be transparent by including authorship

Replies• Monitor your Twitter account• Reply responsibly and without emotion

Technical stuff

• Take advantage of aggregation software like SocialOOmph, Tweetdeck


Twitter Don’tsTwitter Don’ts

• Ignore your twitter plan after launch

• Get consumed and overly absorbed in twitter

• Let your emotions drive entries you might regret

• Ignore responses to your tweets


Creating a FollowingCreating a Following Follow the do’s and don’ts

(see previous!) Follow those who you want

to be followed by Know your followers Put a Follow Me link on your

web site, email signature, blog, newsletter, etc.

Laura Schoppewww.fuentek.com

Email: [email protected]

Follow me on Twitter | Sign up for our newsletter | Visit our Blog


Twitter, Blog and other Social Twitter, Blog and other Social Media content guidelinesMedia content guidelinesMicro-SM applications like Twitter enforce a

short attention span make every word count

SM = people sharing stuff, so make sure to enable and communicate what you want people to do◦ e.g., retweet to their followers, link to your video, join

your LinkedIn group, etc.

Consistency and continuity are key – SM is about relationships, so build your network every day, not just when you need something from it.


Twitter/blog content guidelinesTwitter/blog content guidelines

Engagement is key – be friendly, and consider tweeting as a person, rather than as an impersonal organization.

Consistency and professionalism – even if your account is managed by several people, use a consistent, professionally-appropriate voice.

It’s okay to promote your other content, events, etc. but you must always PROVIDE VALUE. Posts can be informative, provocative, inspiring, funny, educational, etc. but they should never just take up space.


Twitter toolsTwitter tools

Automated tweets: use your RSS feed! If you’re producing interesting content on your blog, video channel, etc., be sure this is showing up in your twitter feed.

Scheduled tweets: great tool for spacing out your tweets without forgetting them. (Postling, FutureTweets)

Monitoring: use automated ‘dashboards’ like Postling (free) or HootSuite (paid) to monitor responses, re-tweets, etc. Make sure to respond!


LinkedIn, Facebook, LinkedIn, Facebook, Plaxo, etc.Plaxo, etc. Create Linkedin groups that target

specific groups of leaders such as “Entrepreneur in Residence” and “Corporate Advisors”





LinkedIn, Facebook, LinkedIn, Facebook, Plaxo, etc.Plaxo, etc.


•Push appropriate technologies to each group. Enterprise worthy or product.

•Join Alumni groups and send notices and requests for help. Get Alumni to make personal introductions to the right company.



Capitalize on the Capitalize on the emerging popularity of emerging popularity of video clipsvideo clips Identifying the need

Identifying the audience◦Industry◦Academic◦Investors◦General public◦Teaching


Capitalize on the Capitalize on the emerging popularity of emerging popularity of video clipsvideo clips

• Choosing the best candidates for film◦Good pictures◦Storyline can be identified◦Academic is cooperative



• Budget◦ £1k ($1k) = 1 minute

(approximately)◦ Unless:

Multiple locations are required for shoot Graphics are required Shooting time variations Editing time


Capitalize on the Capitalize on the emerging popularity of emerging popularity of video clipsvideo clips Storyboard

◦getting the details down ◦Clip description followed by narrative

related to the clip◦Timing each clip section◦Agreed narrative even if not used



Outsourcing vs in-house◦Graphics & special effects might

need specialised help◦Determine how many films you

might produce vs cost of hiring or purchasing kit (with training)

Distribution and Use◦YouTube, iTunesU, Facebook,

websites, email, etcTechnology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959 40


Impact◦Will the film effectively demonstrate

the economic or societal impact of its subject?

• Lessons learned◦Prepare, prepare, prepare◦The quality of the storyboard is very

importantTechnology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959 41

Recap: Social MediaRecap: Social MediaImplementation StrategyImplementation Strategy

Web site withsearch engine optimization

Robust webcontent (e.g.,

podcasts, videos)

YouTubeand

SlideShareBlog

Twitter

LinkedIn, Flintbox,

etc.


Example: High-AltitudeExample: High-AltitudeHydration SystemHydration System

Initial blog entry

Inventor podcast

Blog entry announcing podcast

Trade show

Blog entry on trade show

Webpage launch

Several other blogs and tweets

R&D 100 award application submitted

Twitter from trade show

Twitter on podcast

… and more …


Example: Leveraging social Example: Leveraging social media marketing efforts to media marketing efforts to land mainstream media land mainstream media attentionattentionEngaging PR firms

- BYU’s experience - Business Week article

BYU’s agreement with Business Week allowsus to post the pdf as is, with no print or extraction privileges.

We encourage attendees to download the article at the link below as we will be discussing it during the live program:

http://unicomm.byu.edu/files/byu-business-week-proof.pdf


Q&AQ&A


Utilize the chat box to the bottom left of your screen to submit a question to the panel. Please address your question to a specific presenter.

Or

Press * 1 on your touchtone phone and this will place you into the phone queue.

Thank you for your Thank you for your attendance!attendance!


Please join us on June 15th for:

The Perfect Elevator Pitch: Sell Your IP in 3 Minutes or

Less

Visit www.technologytransfertactics.com for audioconference details and registration information.

Documents

TTOs: Use Social Media Effectively to Market Your Innovations