ihbi inspires qut nov 2014
TRANSCRIPT
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CROWD FUNDING RESEARCH: MAGGOTS HIP ‘N’ SHOULDERED.
Dr Melanie Thomson – Deakin Medical [email protected]
@Dr_Mel_Thomson (Twitter)www.facebook.com/drmel.thomson
Blog: www.drmelthomson.wordpress.com
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Academic work force – Adapt or Die?
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Deakin – LIVE ! The future agenda
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Teaching Digital Literacy
• Facebook Page• Twitter Hash tag
(#UnitCode)
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Research Crowd Funding comes to Deakin
Prof Deb Verhoeven
Chair in Media and CommunicationFaculty of Arts & EducationSchool of Communication & Creative Arts
[email protected]@bestqualitycrab on Twitter
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Evolution of a Crowd Funding Academic: ‘Mighty Maggots’ Campaign April 2013
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Research Crowd Funding in Oz: The beginning
• Deakin-Pozible.com partnership
• Pozible founder Rick Chen, me & Dr Michelle Harvey
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Maggots…can we make them glamorous?
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Mighty Maggots Campaign video 1
Melanie Thomson and Michelle Harvey
https://www.youtube.com/watch?v=sRGnbWlJdLM
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Pozible-ly, an exercise in marketing
Second Maggot Video: Maggot Art
https://www.youtube.com/watch?v=H1WJZiflxi8
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Getting $10K for Maggots? It’s !
• 45 days to convince people to give us $$
• No existing ‘audience’• Target Market not as
tech savvy• Ran ‘physical’
outreach campaign as well as online
• Apps used: Twitter, Facebook, LinkedIn and Storify
• Diverse Donors
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Pozible-ly, rewarding for donors?
Rewards turned out to be an important part of the process
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Twitter Parody Accounts: Panto Villians!
• Used Storify to ‘record’ Twitter arguments b/w the protagonists
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A real life Crowd : Community Engagement
Cons: Can get hostility from punters
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A real life Crowd : Community Engagement
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‘Mighty Maggots’ Campaign
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Crowd Funding for Community Engagement
• ‘Research my World’ Pozible Campaign Tweets and Re-Tweets network by Stuart Palmer (@s_palm)
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Evolution of a Crowd Funding Track record: ‘Hips 4 Hipsters’ April 2014
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‘Hips 4 Hipsters’ - Bought Pro Help
Logo: Cat Donaldson, Faster Pussycat Productions @catherineLdAnimation: James Hutson, Bridge8 @jameshutson
Professional Animation by James Hutson of Bridge8
https://www.youtube.com/watch?v=o-OD2gB0Ewg
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‘Hips 4 Hipsters’-Secondary Video (free!)
Mel Thomson – ‘Face of Campaign’ video
https://www.youtube.com/watch?v=ebg8i3AJyoI
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‘Hips 4 Hipsters’ Twitter only strategy
• One week on @realscientist rotation account to amplify signal
• Important relationship with science ‘supertweeter’ @upulie -> @colvinius
• Interviewed by @carolduncan on ABC radio• ‘Herd Mentality’ Podcast @adamreakes
• Most donors came from these interactions
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Crowd Funding: Not for the faint of heart!
Cost • Pricey on Time!! (10-20 hrs on top of Academic job!)• $$ return per hour….approximates to less than minimum wage• Seen as ‘zany’ = non credible by science establishment??
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Crowd Funding: Not for the faint of heart!
Cost • Pricey on Time!! (10-20 hrs on top of Academic job!)• $$ return per hour….less than minimum wage• Seen as ‘zany’ = non credible by science establishment??Benefit• Raised profile in local and national communities• ‘Ripple Effect’ still in action…several further donations• Obtain network of random ‘cheerleaders’
for your science
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‘Ripple Effect’ of community engagement
• Approx $5,000 extra donations (so far!)
• Plus $37,000 Grants
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Why are you NOT on social media to ‘sell’ your research and to network??
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Twitter: Online Research Community
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Online Research Community
• @realscientists• #onsci• #emcr or #emcrforum• #microtwjc• #phdchat• #womeninscience
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‘Real Life’ Community engagement
Invited Smart Geelong Op Ed Column in Geelong Advertiser Nov 2014
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Twitter Advocacy can be powerful!
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Do I have time to develop an online profile?• Give yourself a time limit to learn new App
technology….DISCARD those that do not suit you• Big Three are Twitter, Facebook and LinkedIn• Set up ‘professional’ Facebook and Twitter Accounts
and set on to replicate posts on the other• Consider starting a blog to help you get into the
‘habit’ of writing• Crowd funding is good for raising profile and gaining
seed funds and kudos, but labour intensive• Social Media can be used to further professional
networks, esp. at EMCR and PhD student levels• Social Media is good for Advocacy • Make sure you do ‘Real Life’ engagement too!
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ACKNOWLEDGEMENTS
SPONSORS: 129 + 180 individuals @pozible.com +
Jane den HollanderLee AstheimerDeb VerhoevenMichelle HarveyJoyce SeitzingerColin WarrenStuart PalmerRebecca PlantRyan RaybouldWarwick Hadfield
PozibleRick ChenMatt Benetti
Gillian TurnerCatherine DonaldsonJames HutsonKim FoaleMichelle Banks
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http://www.slideshare.net/debver/crowdfunding-university-research
http://www.slideshare.net/debver/report-evauatinresearch-myworld
http://www.slideshare.net/debver/checklists-crowdfunding-research
http://www.pozible.com/research
My Blog: www.drmelthomson.wordpress.com
1st Campaign www.pozible.com/mightymaggots
2nd Campaign www.pozible.com/hips4hipsters
‘Research my World’ Crowd Funding Links
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Crowd Funding Tips for University Admin
• Requires support from the highest level (VC/DVCR)• Requires support of financial officers in Research Office
and at local Departmental level• Consideration for admin burden of tax receipts ->
Philanthropy office?
• Practicalities: • WHICH PLATFORM? External or Internal?• Official You Tube account• Pay Pal account needed• Multi Media/Comms support?• ‘Coalition of the willing’ team of Social Media Mentors