TTOs: Use Social Media Effectively to Market Your Innovations

1. TTOs: Use Social Media Effectively to Market Your Innovations Sponsored by:

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

3. Laura 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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

4. Lindsay 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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

5. Shirley Jamieson Shirleyis 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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

6. Social Media Revolution Digital Media Websites • Podcasts •Videocasts• Slidecasts• Webinars • Newsletters Social Media Blogging • Twitter • Facebook • Etc. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

7. There are many facets to marketing University IP via social and web channels • 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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

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

9. POST: 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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

10. POST: 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? Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

11. POST: 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? Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

12. POST: Technology Technology: what tech platform will suit this strategy? -blogs, new journalism -personal networking: facebook, LinkedIn -microblogging/presence: twitter -multimedia: YouTube, Flickr, podcasts Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

13. Why Does Social Media Work? Newsletters Websites Websites Podcasts Videocasts Slidecasts Webinars Blogging Facebook Twitter Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

14. Your Website:Still Your Most Valuable Weapon Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

15. Content is King Positions your organization as a leader • Pushes your message (especially through SEO) • Pushes your technologies (also through SEO) • Demonstrates depth and breadth of capabilities Content • Saves you time • Enables users to self-service • Enables prospects to self-qualify – eliminates “tire kickers” Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

16. What Content Should be onYour 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 Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

17. Search Engine Optimization • 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 Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

18. Blogging http://blog.fuentek.com Blog: noun,  blȯg, bläg short for Weblog, generally a reverse chronological listing of interesting and timely happenings Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

19. Blogging Do’s Dothis Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

20. Blogging 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 Don’tdothis Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

21. Twitter, Tweets, and Follow Me Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

22. Twitter 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 Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

23. Twitter Do’s Dothis Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

24. Twitter Don’ts Don’tdothis • 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 Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

25. Creating 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 Schoppe www.fuentek.com Email: laschoppe@fuentek.com Follow me on Twitter | Sign up for our newsletter | Visit our Blog Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

26. Twitter, Blog and other Social Media content guidelines • Micro-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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

27. Twitter/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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

28. Twitter 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! Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

29. LinkedIn, Facebook, Plaxo, etc. • Create Linkedin groups that target specific groups of leaders such as “Entrepreneur in Residence” and “Corporate Advisors” Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

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33. LinkedIn, Facebook, 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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

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36. Capitalize on the emerging popularity of video clips • Identifying the need • Identifying the audience • Industry • Academic • Investors • General public • Teaching Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

37. Capitalize on the emerging popularity of video clips • Choosing the best candidates for film • Good pictures • Storyline can be identified • Academic is cooperative Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

38. Capitalize on the emerging popularity of video clips • Budget • £1k ($1k) = 1 minute (approximately) • Unless: • Multiple locations are required for shoot • Graphics are required • Shooting time variations • Editing time Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

39. Capitalize on the emerging popularity of video 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 Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

40. Capitalize on the emerging popularity of video clips • 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, etc Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

41. Capitalize on the emerging popularity of video clips • 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 important Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

42. Recap: Social MediaImplementation Strategy Web site withsearch engine optimization LinkedIn, Flintbox, etc. Robust webcontent (e.g., podcasts, videos) Twitter YouTubeandSlideShare Blog Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

43. Example: High-AltitudeHydration System Blog entry on trade show Initial blog entry Blog entry announcing podcast Several other blogs and tweets Webpage launch Twitter on podcast Twitter from trade show … and more … Inventor podcast Trade show R&D 100 award application submitted Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

44. Example: Leveraging social media marketing efforts to land mainstream media attention • Engaging 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 Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

45. Q&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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959

46. Thank you for your 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. Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959