2015: the year for more social and digital...
TRANSCRIPT
2015: The Year For More Social
and Digital Campaigns
Mary Canady
October 7, 2014
Affymetrix, Santa Clara, CA
comprendia.com/affy
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@eperlste
#crowdfunding
#raredisease
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@dnlee5
#blackandstem
#scicomm
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@ryanbethencourt
#diybio
#xprize
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@phylogenomics
#openaccess
#microbiome
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Can Companies Inspire?
• Theranos, InVitae,
Organovo
– Exciting!
• Inspire with research tools?
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NEB Epigenetics Campaign
Community
Forum
Blog
1st Party
3rd Party
Publications
epiexperts.com
Result: NEB has 9,000 engaged
epigenetics researcher followers.
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Online Value Proposition
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Workshop OutlineCampaign “charter” which
complements marketing planning:
1. Customer surveys and/or:
– Metrics, key words
– What’s working/repurposing
2. Survey competitors, landscape
3. Determine online value
proposition
Goal: Create a 2015 social media
Affymetrix campaign by the end of this
2-part workshop
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Survey Questions• Basics
– Demographics: occupation, age
– Computer savviness
– Use of social media and existing forums, etc.
– Willing to mix business/pleasure
– Would you…upload images? Join a forum?
• What customer “pain” can you speak to and
engage?– Always ask the 20K foot question
• What strategies should you avoid?
• What online resources do they want from you?
• While you’re at it…ask for help later
– Always follow up
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Metrics: Survey Substitute
Source: Comprendia Blog
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What’s Working?
• Life science companies have been creating
great content for DECADES
• Take inventory and repurpose old and all
content
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Life Science Companies’ SM
• Life Tech
– Ion Community
– Blog
– Facebook/Twitter
• Illumina
– Blog
– Event coverage
• Smaller co.’s
– Integrated DNA Technologies (Pinterest)
– BioLegend
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Competitive Analysis
• Include all digital/social media
– From companies and independent forums, etc.
– What online value is being provided?
• Social Media Monitoring: How does your
presence compare? (Hubspot, iSpionage,
KeyWordSpy)
• Social Media SWOT: Why Not?Strengths
•Much positive chatter about
brand on public forum
Weaknesses
•Small web development
team Inte
rna
l
Opportunities
•Channel discussions to internal
forum
Threats
•Competitor A has content
rich site, could repurpose as
blog Exte
rna
l
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Monitoring Landscape
• Scour the web
– Alerts
– Blogs
– Publication searches
– Social media feeds
• We’ll create a custom feed/email
• Sites to follow
– Opinionomics blog (@BioMickWatson)
– Tree of Life blog (@phylogenomics)
– RNASeq blog
– Bitesizebio blog
– Seqanswers forum
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Online Value Proposition
• What unique value can you
provide that will attract and
nurture leads?
• Epigenetics researcher hub
• Fluorescence probe resource
• 90/10 rule
– Share 90% useful information, 10%
promotional
Find a unique OVP that “alleviates” a
pain your customers have.
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Social Media Toolbox
Application Description Uses Find Customers
1st
Pa
rty Blog/Web 2.0 Dynamic website
with rapidly
changing content
•Search engine
optimization
•Engage in a controlled
environment
•Everybody Googles
•Drive traffic from 3rd
party sites
3rd
Pa
rty
LinkedIn Professional
networking
•Create group related
to engagement
channel
•Advertising interface
•Search groups
•Run Ads
Twitter Sharing information
with short updates
•Engage and find
followers based on
topics or events
•Search for keywords
or hashtags
Facebook Social networking •Create a page and
engage
•Run Ads, use
interface
Google+ Social media
“backchannel”
•Create brand page,
engage
•Hashtags
•Influence SEO
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Statistics from Bioinformatics, LLC
• October 2013 “Digital Marketing to Life Scientists:
Social Media and Email Best Practices” Report
• 35% of life scientists use social media constantly or
frequently for their work
• Half of scientists using social media for work engage
with life science vendors
• LinkedIn and Facebook are the top social media
applications for life scientists
• Life scientists use social media to
• further their professional activities
• network with colleagues
• make contacts
• maintain their professional identities
See also these three articles re: Twitter, Blogs
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2015 Affymetrix Campaign “Seeds”
• Local networking events
– Conferences
– DIY BIO
• 1st Party Applications
– Open Genomics?
– Consortia, Communities, IGB
• Blog
• Publication database
• Repurposing: white papers, videos
• 3rd Party: Twitter, Facebook
– Review and define online value proposition
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Homework & Next Steps
• Homework
– Fill out Custom RSS Form for email
feed
– Review existing metrics &
campaigns, find what’s working
(discuss now)
– Join Twitter and participate in
#ASHG14 discussions
• Next steps: ASHG workshop
– Determine Online Value Proposition
– Develop 2015 campaign
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Comprendia’s Value
Strategies For Traditional and New Media Marketing
Channels and Technologies for Tactical Implementation
Focused on Meeting Your Objectives