honest marketing

Honest Marketing

#CSE2012Honest

#CSE2012HonestBob Sumner, Editorial Coordinator, Clinical Chemistry

@SumnerBob

“I find Twitter to be the most efficient method to consume information.”

#CSE2012Honest

Consuming information from twitter is ideal on mobile devices

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Distribution Network

Social Network (where people comment about stuff)

(where people get stuff)

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#CSE2012Honest

Source: http://networkedblogs.com/nFjYa

Who is on Twitter?

• Not just people posting Rex Grossman pics• Scientists, specialists and technicians of all

disciplines• Opinion leaders, newsmakers, influential

voices• (no Rex Grossman)

#CSE2012Honest

Scientists on Twitter

• Network of thousands• All eager to share data, information• Willing to collaborate• Looking to expand on Twitter’s possibilities

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Source: http://www.kevinmd.com/blog/2011/07/twitter-library-field-work-combined.html

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Journal Content = Perfect for Twitter

• Up-to-date, legitimate content that is critical for specialists

• Research is often vetted for accuracy• Collaboration is essential for journal

production, same for twitter

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Honest Marketing?

• Promoting material from your publication without resorting to marketing tropes

• Using vetted scientific material from your journal to promote your journal

• Finding interested users, engaging them without being pushy (they will notice)

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Tips on posting material• Utilize posting applications:

– Hootsuite application • Post to/monitor multiple platforms• URL shrinking/tracking• Post scheduling

• Post titles of journal papers with truncated link to abstract or pdf– If title is >140 characters, use abbreviations or running title

• Emphasize free content in posts• Maintain journal’s scientific integrity

– Avoid controversial material/language, unless in debate format– All material posted will be associated with your brand

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Timing

• When should you post your material?– Peak usage time period usually after work hours,

but there are exceptions• How often should you post it?– More than once?– Dedicated staff member?

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Emphasizing free content

Reposting material from members

Posting material relevant to journal readers

Twitter distribution method

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Personal Touch

• Update your Twitter avatar routinely• Answer reader questions and encourage

feedback• Always provide relevant sources for found

material• Don’t make the feeds look automated. People

will notice!

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Even if the rest of pro sports hasn't realized it yet, this is what's next. The team injects itself into fans' mornings and afternoons and evenings and off-days with small blasts of personality. (The Kings, for example, have gone from less than 800 Twitter mentions a day to over 6,000.)

Source: http://deadspin.com/5910962/the-spunky-genius-of-twitters-lakings-the-second+biggest-surprise-of-the-playoffs

Establish a network of scientists by following them

• Provides access to the valuable opinions of scientists

• Following will alert these scientists of your feed’s existence, encourages a follow back

• The people you follow become a source of content when you have exhausted all resources

• Many of your journal’s authors and contributors are on Twitter, be sure to add them to this network

#CSE2012Honest

I bet you’re all wondering, what sorts of answers did I get for the questions I tweeted above? How many people inundated me with answers, echoing out across the Twitterverse? Well, I’ll tell you:

Zero.

http://www.benchfly.com/blog/science-in-the-twitterverse/

“We the people don’t want promotions in social media. It’s not as if we signed up for social media sites so that we could hang out with software companies and hotel chains and T-shirt purveyors and ham merchants. We signed up to connect with each other, not with commerce.”

-Jay Baer

http://www.convinceandconvert.com/social-media-research-2/new-research-americans-hate-social-media-promotions/

Wither Facebook?

Pros

• Audience is exponentially larger than Twitter

• More clicks from Facebook than Twitter

• Larger character posting limits

Cons

• Edgerank distributes posts to fans based on a complicated algorithim, every one of your fans will not see your posts

• Doesn’t follow the same Honest Marketing principles

Don’t be discouraged by low numbers

• You are contributing to the scientific dialogue

Good luck!

• bsumner@aacc.org• 202-420-6115• @SumnerBob• @Clin_Chem_AACC