1. Integrating social marketing toolsas a means of increasingexposure and usage. Ryan DugganUniversity of Chicago Flow Cytometry Facility

2. Contact MeRynDggn, UCFlowhttp://about.me/ryanduggan773.809.DGGN 3. OutlineWhat?Why?How? 4. Evolution of MarketingCompaniesConsumerssculpting andbecome theshaping amarketing forcemessageby sharing whatbroadcast to they love andconsumershate 5. Examples 6. Social SharingPeople like to share their opinions on products, services,just about anything.This is because they want to help people.Its not altruism; its gaining social capital. 7. Understanding networksWeb = network of information connected by web links 8. Understanding networksCommunity = social network connected by relationships 9. Understanding networksWeb = network of information connected by web links 10. Understanding networksCommunity = social network connected by relationships 11. The Sharing Network 12. The Influence GraphTrace the flow of information through the social networkyields the influence graph. 13. The Influence Graph 14. What is Social Marketing?Generating and sharing content to your social network,with an end goal of having that information reach a muchlarger group of people than those with whom you alreadyinteract.The best social marketing strategies involve theconsumer sharing her positive experience with hernetwork.Listening to the chatter in order to build and curaterelevant information that can be shared again. 15. Why?We provide a serviceWe have a user baseOur user base has options 16. UsersWho are the target users of our technologies?Academic Faculty, staff, post-docs, students, techniciansClinicians Fellows, Translational ResearchersIndustry Pharma, Biotech startups 17. Consumption of Information 18. Bad NewsFY13 NIH Budget (Flat = Effective Cut)Translates to diminished core facility usage/recharge.NCATS +11% over FY12 Continued push towards Translational Research Basic Science Researchers collaborating with Clinicians*Biomedical Industry CEOs forecast threats to the biomedicalindustrys growth over the next five years due to Access to capital, a burdensome and uncertain regulatory environment and lack of innovation and productivity in R&D*http://www.pwc.com/us/en/press-releases/2012/survey-of-biomedical-industry.jhtml 19. Downward Funding Trends NIH Funding Trends 33.00 32.50 32.00Billioins of Dollars 31.50 31.00 Budgeted 30.50 Inflation Corr. (2012 $) 30.00 29.50 29.00 FY2010 FY2011 FY2012 FY2013http://www.faseb.org/ 20. Reaching UsersWe have a good understanding of who our user base is/couldbe.We must make our services relevant to as large a subset ofthat user base as possible.If proposing to work with clinicians, do we have ability toprocess and handle human specimensIf proposing to work with Industry, can we rely on the help ofour IP law/tech transfer group and work expeditiously.We need to make sure those users are aware of ourcapabilities and willingness to partner with them.Create networks which weave into these different sectors. 21. Be the Best OptionReally cool projecthttp://ucflow.uchicago.eduhttp://facebook.com/ucflow 22. The How-to of Being SocialHaving Linked/Shared content in multiple locationsincreases your PageRank (Google file ranking system).Shared content increases your exposure to othernetworks or possible users.Engage with people sharing related content. Be a goodsocial citizen. 23. Platforms to Generate ContentBlog lengthy indepth analysesFacebook interesting links (to your blog and other places) oranecdotesGoogle+ - Same as FBTwitter links, short quips.LinkedIn professional networking, specialty groups.YouTubePinterest Image collection site. 24. UCFlow Blog 25. Facebook, Google+ 26. Pinterest 27. Immediate TasksIn order to succeed, you need to listen.Listen to your users, listen to the industry, listen to yourcounterparts in yours and related industries. Google alerts/Twitter search using keywords of your industry.Find people who are sharing and interact with them.Start generating content, FB, G+,, etc 28. ROIFeatured in two articles in The Scientist magazine, as well as anarticle in the ABRF newsletter. Found via blog/FacebookIncreased revenue (new revenue streams, non R01)New translational and clinical research projects (NSHAP, Peds) Word of mouth sharingNew contracts with Industry Recommended by OEM, blog reader.Beta testing equipment/reagents for pretty much every vendor OEM wants to be featured on our blog (especially if its positive)Increased capital (both social capital and literal capital) 29. New Revenue StreamsIncreased revenue NIH Funding Trends vs. UCFlow Recharge while instrument 33.00500 usage remainedRecharge Revenue (Thousands of 32.50490 relatively 32.00480 unchangedBillioins of Dollars470 31.50 Dollars)460 31.00 Budgeted450 30.50440Inflation Corr. (2012 $) 30.00430 UCFlow Revenue (Inf. Corr.) 29.50420 29.00410 FY2010 FY2011 FY2012 FY2013**Projected Revenue for FY13 30. Think Different