CAURA 2014 Workshop: Marketing & Storytelling to Promote Research
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Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.
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CAURA 2014 Workshop: Marketing & Storytelling to Promote Research
- 1. MARKETING & STORYTELLING TO PROMOTE RESEARCH Andrew Riley & Visnja Milidragovic
- 2. TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header MARKETING & STORYTELLING TO PROMOTE RESEARCH Disseminating Research: From journal to media room 1. The hunt for the research 2. Crafting the media release 3. Targeting journalists - at the right time with the right hook 4. Getting the media hit: Preparing for interviews 5. Beyond media relations: Cultivating ongoing interest (internal communications, online amplification, reporting)
- 3. The Hunt for Research Searching and Assessing TACTICS: - Regular one-on-one meetings - Google Scholar alerts MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 4. The Hunt for Research Searching and Assessing Newsworthiness THE MEDIA RELEASE CREATIVE BRIEF 1. Summarize in 2-3 sentences, and in lay terms, the essence of your research 2. What are your key findings (please bullet)? 3. How does your research affect one or more of the following: – companies – public policy – investors – consumers – other? 4. Why are these effects significant in the short and long term? Why now? 5. Is it the first-of-its-kind? How does it challenge a prevailing viewpoint? How does it unveil new findings that will affect the marketplace or everyday life? 6. How does your research relate to current business phenomena and/or news? MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 5. The Hunt for Research Searching and Assessing Newsworthiness WHEN TO STRIKE? IT’S ALL IN THE TIMING • After accepted for publication and before it’s published online (ideally) • Coordinating with the journals and other schools (leveraging other efforts for promotion) • If a big American school or journal with lots of contacts, divide and conquer. If it’s already in the media it’s old news. MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 6. Outreach & Targeting What Makes a Good Media Release? • Short provocative headline • A lead paragraph the clearly (and cleverly) drives home the main finding of the study • Use quotes that push the narrative forward • Content that explains how the results were found – but not too much • Try to limit to 300 words • Put additional information in the background • Image. Video is even better MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 7. Outreach & Targeting Media Relations Strategy TARGETING JOURNALISTS • Online media databases: Cision, Meltwater and Vocus • Building a roster of go-to journalists • Embargoed pitching for top tier journalists • Pulling lists for social media (bloggers, influencers) for extra outreach MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 8. Outreach & Targeting Finding the Hook 1. FITS THE NEWS CYCLE MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 9. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 10. Outreach & Targeting Finding the Hook 2. UNEXPECTED OR QUIRKY MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 11. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 12. Outreach & Targeting Finding the Hook 3. INTENTIONALLY PROVOCATIVE MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 13. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 14. Outreach & Targeting Finding the Hook 4. COUNTERINTUITIVE MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 15. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 16. Outreach & Targeting Media Releases KINDS OF MEDIA RELEASES • Studies • Expert Release targeted toward an upcoming event in the news cycle • Q&As to showcase deep applied subject area knowledge MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 17. Landing the Media Hit Preparing for Interviews • Key messages: • If there’s three key things you want to make clear, what are they? • How would you explain this at a cocktail party? • Mock interviews MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 18. Fuelling Interest In Media Relations Internal Buy-In • Annual media training for new faculty initiated by the dean‘s office • Internal reporting on metrics / celebrating success • Digital signage MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 19. Content Strategy The Role of Media Relations • Media relations as part of an overall content strategy of the school • Editorial calendar (media relations integrated into content development for online) • Editorial team – writers, web production, social media MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 20. Content Strategy Amplification online • Media releases as additional content on our site • building brand, thought leadership • Repurposed for eblasts • Shared to social media MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 21. Content Strategy Amplification online REPURPOSE MEDIA HITS FOR MORE EXPOSURE • Monitor mentions in media through Meltwater alerts • “Sauder in The News” web story • Shared to web/social - using #SauderInTheNews, #SauderExperts + LinkedIn Media Room MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 22. Content Strategy Amplification online RESULTS OF REPURPOSING MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 23. Content Strategy Brand Journalism • www.discoverwithsauder.com • Builds share of voice around key strengths • Shows leadership and showcases strategic areas of strength • It’s not about the brand, but it places the brand into a conversation about the values it lives, through the people in its community MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 24. Content Strategy Infographics • Makes information immediate and relevant • Increases sharablity in social channels • When shared to social media, get far more clicks than links alone. MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 25. Amplification Tactics: Encourage Sharing CREATE A HOOK • Ask questions, use numbers to capture attention • Use catchy words to stand out in a crowded space • Write concisely, colloquially for social media audiences • 140 characters maximum for Twitter • Consider that many users may be on their mobile device • Source an image for use in social (even if your press release doesn’t have one) • Images get 4-6 times the click-throughs in social than links alone MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 26. Amplification Tactics: Encourage Sharing MAKE IT DISCOVERABLE / INCREASE REACH • Use existing #hashtags to leverage topical trends and keywords in social media • SEO: Use keywords in headlines and copy for boosting organic search • Research key influencers using tools & prospecting; @tag them in your posts • Post to other pages to alert them of your post for more sharing potential • Monitor conversations for more opportunities to deeply engage around the research MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 27. Amplification Tactics: Examples MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 28. Amplification Tactics: More Examples MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 29. TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Now you try it. Exercise: 1. Split into 6 even groups 2. Write a catchy headline. 3. Craft the lead paragraph -- 50 words max 4. Write 3 tweets using recommended tactics covered: CREATE A HOOK & MAKE IT DISCOVERABLE • Ask questions, use numbers to draw attention • Use catchy terms to stand out in a crowded space • Write concisely, colloquially for social media • 140 characters maximum for Twitter • #hashtags to leverage existing trends in social media MARKETING & STORYTELLING TO PROMOTE RESEARCH
- 30. TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header How we did it 1. http://news.ubc.ca/2014/02/05/want-brand-loyalty-scare- your-customers/ 2. http://news.ubc.ca/2014/04/23/foreign-firms-work-harder- to-communicate-than-u-s-competitors/ 3. http://news.ubc.ca/2014/05/15/nhl-study/ 4. http://news.ubc.ca/2014/09/30/gender-equality-olympics/ 5. http://news.ubc.ca/2013/02/25/catfight-workplace- conflicts-between-women-get-bad-rap/ 6. http://news.ubc.ca/2013/11/08/slacktivism-liking-on- facebook-may-mean-less-giving/ MARKETING & STORYTELLING TO PROMOTE RESEARCH
Notas del editor
- How many of you work in a comms dept? A comms role outside of a comm dept? How many of you actively work with comms people? How many of you use social media as part of your work? Personally?
- As soon as any news citation is put online, it goes to Google Scholar:
- Handout template.
- What is the status of your research (working paper, posted on SSRN, pending publication?) Cite specifics, including journal details. After accepted for publication (ideally) and before it’s published online Coordinating with the journals and other schools (leveraging other efforts for promotion) If a big American school or journal with lots of contacts, divide and conquer. If it’s already in the media it’s old news.
- Cision is best as it better evaluates which journalists are actually active. Cision is best, easiest, produces better quality of lists. Document who’s written about which research for future pitches (has established that you are a credible source so are more likely to bite) Pulling lists of bloggers and social media influencers for added push /linking to media release
- Cision is best as it better evaluates which journalists are actually active. Cision is best, easiest, produces better quality of lists. Document who’s written about which research for future pitches (has established that you are a credible source so are more likely to bite) Pulling lists of bloggers and social media influencers for added push /linking to media release
- Repurposed in summertime around birth of royal baby, in July. Will and Kate.
- Reboosed in summertime around birth of future king.
- Pop culture
- Studies Expert Release targeted toward an upcoming event in the news cycle Q&As to showcase deep applied subject area knowledge
- Key messages and Q&As How would you explain this at a cocktail party If there’s three key things you want to make clear, what are they? Mock interviews
- Annual media training for new faculty initiated by the dean‘s office Internal reporting on metrics / celebrating success Digital signage
- Media relations as part of an overall content strategy of the school Editorial calendar (media relations integrated into content development for online) Editorial team – writers, web production, social media
- Media releases as additional content on our site – building brand, for thought leadership in owned web properties Shareable online (social media, eblasts) Media hits are also shared online / social media (LinkedIn Media Room; “Sauder in The News“ web stories, shared to to social media)
- Media hits repurposed online / social to boost exposure. Monitor mentions in media through Meltwater alerts “Sauder in The News” web story created Shared to web/social #SauderInTheNews , #SauderExperts = we use these consistently to build credibility around having experts at the school who can speak on a variety of subjects (when a user clicks, they will be directed to a feed filled with previous media hits we’ve tagged with this hashtag to prove this) LinkedIn Media Room – journalists are invited to follow for latest news/press releases
- Results: wall street journal retweet; jennifer berdahl retweet to her network, and media room post with the #Sauder360 newsletter got a CTR of 3.7% - compared to (clickthrough rates of about 0.14 on display ads for example, or newsletter open rates of 2%)
- Builds share of voice around key strengths Shows leadership and showcase strategic areas of strength It’s not about the brand, but it places the brand into a conversation about the values it lives through the people in its community
- Makes information immediate and relevant Increases sharablity in social channels Shared to web/social #SauderInTheNews , #SauderExperts LinkedIn Media Room
- CREATE A HOOK Ask questions, use numbers to capture attention Use catchy words to stand out in a crowded space Write concisely, colloquially for social media audiences 140 characters maximum for Twitter Consider that many may be on their mobile device Source an image for use in social (even if your press release doesn’t have one) Images get 4-6 times the click-throughs in social than links alone MAKE IT DISCOVERABLE / INCREASE REACH Use existing #hashtags to leverage topical trends and keywords in social media SEO: Use keywords in headlines and copy for boosting organic search Research key influencers using tools & prospecting; @tag them in your posts Post to other pages to alert them of your post for more sharing potential Monitor conversations for more opportunities to deeply engage around the research
- CREATE A HOOK Ask questions, use numbers to capture attention Use catchy words to stand out in a crowded space Write concisely, colloquially for social media audiences 140 characters maximum for Twitter Consider that many may be on their mobile device Source an image for use in social (even if your press release doesn’t have one) Images get 4-6 times the click-throughs in social than links alone MAKE IT DISCOVERABLE / INCREASE REACH Use existing #hashtags to leverage topical trends and keywords in social media SEO: Use keywords in headlines and copy for boosting organic search Research key influencers using tools & prospecting; @tag them in your posts Post to other pages to alert them of your post for more sharing potential Monitor conversations for more opportunities to deeply engage around the research
- HEFORSHE campaign led by UN / Emma Watson – trending for people to post pics doing this Infographic created to accompany research on correlation between gender equality and number of olympic medals
- Leveraging known hashtag, tagging professors ; timeliness for black friday Internal champions – professors RT mentions Ask Q/ Mentioning other brands for added reach and to get people’s attention, catchy words/keywords. Concise but eloquent still (no weird abbreviations) numbers. Get attention. Leave some mystery to make them want to click. Interesting images alongside catchy words “mcjobs” – vintage, from movie “Clerks”