Workshop at the the Let's Talk Science Summer School on how to spread your research via LinkedIn, Facebook, Instagram and YouTube.

1. 02/07/2020
Spreading your research on social media

2. Send your questions to
leen@ilikemedia.be
You can also find this
presentation on
www.slideshare.com/ilikemedia
Hello!

3. I LIKE MEDIA: COLLECTIVE OF FREELANCE TRAINERS
WITH PASSION FOR DIGITAL MEDIA

4. Lois Leen
Digital Marketing Consultant
Communication trainer I Like
Media
Trainer Google Digital Atelier
Teacher social media Syntra
At the moment
Tobania
UGent
KU Leuven
De Standaard
Before
I am Leen!
🦸

5. Who are you, where do you do your
PhD and what is your research
about?

7. On which platform do you post about your research?

8. Program of the day
• 1 pm -1:10 pm: Introduction
• 1:10 pm -2:10 pm: Launch your personal brand on LinkedIn
• 2:10 pm -2:20 pm: Exercise in break-out rooms
• 2:20 pm -2:35 pm: Break
• 2:35 pm -3:25 pm: Facebook & Instagram
• 3:25 pm - 3:40 pm: Exercise
• 3:40 pm - 3:50 pm: Pause
• 3:50 pm - 4 pm: From abstract to video on YouTube
• Questions

9. Bron: Digimeter 2019
Social media in
Flanders

10. Social media in Flanders

11. What works online?

14. What applies to all platforms?
• Authenticity
• Storytelling: tell stories
• Vary in formats
• Interaction, dialogue
• Show faces behind the scenes
• Provide value, tips, expertise
• Show different content on every
platform
• Enough time?

15. How do you
communicate on social?

16. How do you shape your messsage?
• Set out your goals
• Digital curation
• Community
• Creation
• Think about your available time
• Twitter, Facebook, LinkedIn
• Instagram
• Blog, IGTV, article on LinkedIn, YouTube

17. Think of your target audience
• Think of your target audience
• Drop the jargon

18. “High-Throughput Analysis of Gene Essentiality and Sporulation in Clostridum difficile”

19. “High-Throughput Analysis of Gene Essentiality and Sporulation in Clostridum difficile”
No alternative?
Provide context
Large volume of
data
Rigorous
Is this gene essential?
Essentiel genes
Spore formation
Forming a dormant,
protected state
Disease-causing

20. “High-Throughput Analysis of Gene Essentiality and Sporulation in Clostridum difficile”
“Rigorous Analysis of Something in Disease-causing Clostridum difficile”
What is important
here?
“Rigorous Analysis of the genes critical to Disease-causing C. difficile’s survival”

21. How do you shape your message?
• What is your main finding that you want to give your audience?
• Why would the public find this interesUng?
• Why would my audience believe this?

22. SCANNABLE
EXCITING
ACTIVATING
RELEVANT
Good creative content
• … Stands out in the stream of messages
• … Emotionally triggers your target audience
• … Encourages your target audience to interact
• … Fits within the themes and values of your
institution

23. LinkedIn

24. Which platform when for what?
Facebook LinkedIn Instagram YouTube Twitter
Business platform
Who do we want to
reach?
Professional
connections:
professors, fellow
students, journalists,
connections of
connections…, peers
in groups
What kind of content
fits on this platform?
Posts
Articles
What do we want to
achieve?
Sharing knowledge
with experts, sharing
content by others,
interaction

25. Monthly use LinkedIn
• LinkedIn on #4! (digimeter 2019)

26. LinkedIn as a learning tool
• LinkedIn's mission: to offer people as much
value as possible
• How can you draw attention: it is very
different for everyone. It is important for
you to know: how do I ensure that this post
is attractive
• You get to know new books, people, videos,
invitations to events, upcoming keynotes, ...
• Lifelong learning without limits

27. The importance of a good profile
• Posts from profiles score higher in
the algorithm than company pages
• All star profiles get more visibility
• In combinaUon with a well-
developed company page

28. Notifications from persons

29. Personal Branding
= Think of yourself as a brand

30. Optimize profile
• The higher your profile strength, the
better you will be shown in the
search results
• Photo & cover photo
• Header
• 500 connections
• About: keywords!
• Post articles and posts

31. Headline
Research Scientist | Ph.D. Candidate | Data Analytics, Biotech, Pharma

32. Optimize profile
• Headline: Create a concrete and
attractive header (no dry job title)
• Make a short and powerful About
• Use a professional (but friendly) and
recent photo
• Set a cover photo
• Add your work experiences

33. About section
• Where you can add personality and creativity
to the profile
• Professional story, motivations and career
aspirations
• Helps make your profile stand out
• Only place that you define in your own words,
without start dates or titles
• Eg: career choices in context, greatest
achievements, personality
• Reinforces first impression in a way that no
other section on your profile can

34. Example
I’m a research scientist working to better understand how neural activity
motivates and shapes human behavior. My expertise includes project design and
management, data analysis and interpretation, and the development and
implementation of research tools.
I enjoy generating new ideas and devising feasible solutions to broadly relevant
problems. My colleagues would describe me as a driven, resourceful individual
who maintains a positive, proactive attitude when faced with adversity.
Currently, I’m seeking opportunities that will allow me to develop and promote
technologies that benefit human health. Specific fields of interest include data
analytics, biotechnology, and pharmaceuticals.

35. About secKon
• Make a short and powerful About
• First 300 characters (desktop) or
165 characters (mobile) are
displayed
• 30 second pitch
• Clear, inspiring
• Seek inspiration with colleagues
• Keywords!
• Not long!
• End with call to action

36. Articles (blogging on LinkedIn)

37. Artikels (bloggen in LinkedIn)

38. Add experience

39. Rich media

40. Be yourself
• Be yourself, be authentic
• Provide interaction, respond to
messages that you find relevant from
your network, this makes you visible
• Commitment: truly connect. Be
personal. This ensures that you are
building your fire
• Respond quickly to connection requests,
messages -> this will keep you top of
mind with people and possibly new
opportunities

41. Know your Social Selling Index (SSI)
• Score that reflects your profile
strength
• You can check it for free at
https://www.linkedin.com/sales/ssi
• This shows the following 4 criteria:
• Establishing your professional brand.
• Finding the right people.
• Being involved in insights.
• Building relationships
• Try to increase it consistently

42. Optimize LinkedIn
posts

43. Make a good post
• Post or arUcle?
• Be short and to the point: maximum
3 sentences
• Share a link to the website or a photo
• Do not use CAPS LOCK and avoid
excessive use of punctuaUon marks
• Finish with a call-to-acUon
• Post mainly during office hours (?)

44. Share own updates
Don't forget the
mention

45. Share own updates

46. Look at the format

47. Share successes

48. Mentions and tags
• Mention = tagging in text with "@"
• Tag = tagging in a photo

49. What about hashtags
Use 3 hashtags
Follow hashtags You receive
notifications about
hashtags (and therefore
also your connections)

50. LinkedIn features

51. Polls on Twitter

52. Planning tweets

53. LinkedIn-groups

54. Use LinkedIn groups
• For sector news, to set up a community: open groups
• Discuss and interact
• Easy to access via the homepage
• Discussions in groups are increasingly being displayed on the homepage
• Created in the name of person

55. Reaching group members: 2 ways
• Start a
conversation
in the group

56. Reaching group members: 2 ways
• Send a message to
1 member at a
time
• Max 15 calls per
month (for all
groups together)
• Group owners:
max 50 messages
per day per group

57. Yes, but… which groups?

58. The LinkedIn algorithm summarized
• Personal profiles
• All star profiles
• Share post of company page?
• Better: make post yourself
• Groups
• Make use of native features (documents)
• Share links in 1st comment

59. Breakout
• What is left on your to do?
• Cover photo
• Resume
• Post to another format (like PDF)
• Finally put that poster with experiences
• ...
• Let each other know, give each
other tips
• Drawing up a to do list together
gives the necessary push;)

60. Facebook

61. Which platform when for what?
Facebook LinkedIn Instagram YouTube Twitter
Informal platform Business platform
Who do we want to
reach?
Friends, family,
acquaintances, peers
in groups
Professional
connections:
professors, fellow
students, journalists,
connections of
connections…, peers
in groups
What kind of content
fits on this platform?
Video (short), facts Posts
Articles
What do we want to
achieve?
General topic
awareness
Sharing knowledge
with experts, sharing
content by others,
interaction

62. Monthly use of Facebook
• Facebook op #1! (digimeter 2019)

63. Facebook

64. Groups

65. Get your followers thinking

66. Get your followers thinking

67. Play with the format

68. Instagram

69. Which platform when for what?
Facebook LinkedIn Instagram YouTube Twitter
Informal platform Business platform Visual platform
Who do we want to
reach?
Friends, family,
acquaintances, peers
in groups
Professional
connections:
professors, fellow
students, journalists,
connections of
connections…, peers
in groups
Fellow students,
next-generation
scientists, the entire
PhD community
What kind of content
fits on this platform?
Video (short), facts Posts
Articles
Beautiful picture
Stories - a look
behind the scenes
IGTV
What do we want to
achieve?
General topic
awareness
Sharing knowledge
with experts, sharing
content by others,
interaction
General awareness,
being an active part
of the PhD / research
community,
interaction, inspiring
the next generation,
showing the human
side

70. Monthly use of Instagram
• Instagram on #3! (digimeter 2019)

71. Intro
• 1 billion active users worldwide
• Increases 10% every year
• Europe: +307 million
• 50 billion shared images
• 25 millions of companies on Instagram
• Visual network
• 59% of users are between 18 and 29 years old
• Ideal for telling your visual story

72. What do you need to know about Instagram?
• Visual platform!
• Algorithm
• Images behind the scenes
• Interaction

73. Research on Instagram?
• Visual platform
• Storytelling
• Work with lively hashtags
• And see what others are
doing…

74. Instagram

75. Hashtags
• Use the correct hashtags
• #phdlife
• #phdthesis
• #dissertationlife
• #phdlifestyle
• ...

76. #phdlife - +800.000 posts

77. #phdlife - +800.000 posts

78. #phdthesis – +17.000 posts

79. #phdthesis – +17.000 posts

80. #phdthesis – +17.000 posts

81. Storytelling

82. Storytelling

84. Timeline vs Stories
Timeline
• Sustainable images
• Remain visible
• Snapshot
• Quality important
• Portfolio
• Video max 60"
• Filters
Stories
• Temporary images
• Disappear after 24 hours
• Sequence of moments
• Story important
• Ambiance
• Video max 15"
• Stickers and tools

85. Stories

86. Stories

87. Diagnosis? Dry info
Remedy? Mock-ups and screencastings

88. Tools for screencasting

89. Get your followers thinking

90. IGTV

91. Video tools

92. Video tools

93. Or create your own account
Canva

94. Or create your own account

95. Or create your own account

96. View statistics
• Do you want to be able to view
statistics?
• Then switch your account to a
company account

97. #linkinbio

98. Insert multiple links with www.linktr.ee

99. Excercise

100. Exercise
• Further optimize your LinkedIn profile
• Make a first step for a LinkedIn article
• Write out a script for your first IGTV
• Create your own Instagram account
• Switch your Instagram account to a business account (statistics)
• Find some interesting Facebook groups

101. YouTube

102. Which platform when for what?
Facebook LinkedIn Instagram YouTube Twitter
Informal platform Business platform Visual platform Video search engine
Who do we want to
reach?
Friends, family,
acquaintances, peers
in groups
Professional
connections:
professors, fellow
students, journalists,
connections of
connections…, peers
in groups
Fellow students,
next-generation
scientists, the entire
PhD community
Whoever searches
for certain keywords
What kind of content
fits on this platform?
Video (short), facts Posts
Articles
Beautiful picture
Stories - a look
behind the scenes
IGTV
Video (long) Short news updates
What do we want to
achieve?
General topic
awareness
Sharing knowledge
with experts, sharing
content by others,
interaction
General awareness,
being an active part
of the PhD / research
community,
interaction, inspiring
the next generation,
showing the human
side
Pick up our research Retweets

103. Monthly use of YouTube
• YouTube on #2! (digimeter 2019)

104. How does the audience use YouTube?
• As a search engine
• To find solutions to questions /
problems
• Tutorials
• So: good for range
• Provides extra traffic to your
website / paper

105. A video title?
I’ll use the title of my paper ...

106. Keywords / keywords

107. Place a question in the title that is being
searched

108. Keywords with high search volume and low
competition

111. The more specific, the less competition

112. Take the best performing keywords and
build your title around them

113. The first part of your title is for the
algorithm, the second part for context

114. Do this first ...
• Do this before recording your video
• YouTube also scans your content and therefore your key words
• So say the title of your video out loud in your video

115. Common fears

116. Common fears
Making a
mistake
Being
ignored
Being
misunderstood
Transparency Interact Drop the jargon

117. Ending with a gift
www.ilikemedia.be/cadeau-sjabloon-strategie-tot-contentkalender

118. Thank you for your
attention!
Questions?

119. GOOD LUCK
Send your questions to
leen@ilikemedia.be
You can also find this presentation at
www.slideshare.net/ilikemedia
Subscribe to our newsletter
www.ilikemedia.be/nieuwsbrief
Follow us on Facebook
www.facebook.com/ilikemedia.be