Core Facility 2.0Leveraging New Media to Enhance Visibility

Ryan DugganTechnical Director

Flow Cytometry FacilityUniversity of Chicagoabout.me/RyanDuggan

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Outline

What? Why? How?

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What

Facebook, YouTube, Twitter, Google+, LinkedInTumblr, Instagram, Flickr, Foursquare, Pinterest, Reddit Research Gate, FCN, LISTSERV,

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What else?

Not just about posting and reading

Interactions are key

networking

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Social Media Types

Content Creator

Consumers

Curators

Creators

Content CuratorsContent Consumers

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Social Media Types

Content Creator

Consumers

Curators

Creators

Content CuratorsContent Consumers

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Social Media Types

Content Creator

Consumers

Curators

Creators

Content CuratorsContent Consumers

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Social Media Types

Content Creator

Consumers

Curators

Creators

Content CuratorsContent Consumers

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Natural Order

To be a good consumer, you need to know where to look.

To be a good curator, you must be an efficient consumer.

To be a good creator, you should practice good curation.

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Why

Why bother?

Does it work?

What’s the ROI?

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Why Bother?FY13 NIH Budget (Flat = Effective Cut)

Diminished core facility usage by R01 awardees

*Biomedical Industry CEOs forecast threats to the growth over the next 5 years due to:

Access to capital,

Burdensome and uncertain regulatory environment

Lack of innovation and productivity in R&D

*http://www.pwc.com/us/en/press-releases/2012/survey-of-biomedical-industry.jhtml

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Flat = Cut

29.00

29.50

30.00

30.50

31.00

31.50

32.00

32.50

33.00

FY2010 FY2011 FY2012 FY2013

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NIH Funding Trends

Budgeted

Inflation Corr. (2012 $)

http://www.faseb.org

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Solutions

Cast a wider net

non-R01 funded investigators

Investigators from outside the institution

Industry/Biotech

Diversify services (esp. Translational Research)

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Visibility

Really cool project

http://ucflow.uchicago.edu

http://facebook.com/ucflow

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ROIInvestment is exclusively time-based and limited to your availability.

Returns include increased:OEM partnerships

Extra-institutional queries

Non-R01 users

Contracts with Industry/Biotech

Perception as an industry leader410

420

430

440

450

460

470

480

490

500

29.00

29.50

30.00

30.50

31.00

31.50

32.00

32.50

33.00

FY2010 FY2011 FY2012 FY2013*

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NIH Funding Trends vs. UCFlow Recharge

Budgeted

Inflation Corr. (2012 $)

UCFlow Revenue (Inf. Corr.)

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How-to (General)

Define your style (Consumer/Curator/Creator)

Choose your outlet(s)

Share consistently

Grow your network

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How-To (Case Study)

2007 - Strategic plan to create an online footprint

Web site

Branding (UCFlow)

Blog

Social media presence (later)

Initial goal was to better inform internal investigators

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Web SitesAlthough a necessity, static web sites don’t do much to drive new traffic.

They are utilitarian at best

Resource scheduling

Lists of facility services and technologies

General contact info

Web sites can also become a portal to other media.

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Branding and Brand Awareness

Brands vs. Personalities

Brands allow for longevity in spite of turnover

Brands carry less baggage

Multiple people can contribute to a Brand’s online presence

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BloggingIt’s not for everyone

Successful blogging requires

consistency

engaging stories

interesting graphics

Can be used to reach an internal crowd, but should also be applicable to a wider audience

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Social Media Sites

Creators:

YouTube, Google+, Blogs, Facebook

Curators:

Google+, Facebook, Twitter

Consumers:

All of the above.

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Web site: http://ucflow.uchicago.eduhomepage shows recent blog entries, FB, Twitter and Google+ links

Blogging: http://ucflowblog.blogspot.comIndustry news, instrument reviews, tips/tricks, etc...

Google+: http://plus.google.com Keyword: CytometryCytometry community, UCFlow page

YouTube: http://youtube.com/ryandugganVideo reviews, live roundtable discussions from Google+ Cytometry Community.

Twitter: @UCFlow, @RynDggncurate articles and news links, live tweet conferences and events.

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RationaleGoogle = search

Google services rank higher in search

Blogger, Google+, YouTube

Increase chance of being discovered if you have a solid Google presence.

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Analytics provide feedback

Most sites provide admins with important analytics about their content and its consumption

Analyzing this data regularly allows you to see what types of posts, blogs, picture, videos, shared links, etc... resonate with your audience.

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Aug  19,  2013 -­ Sep  18,  2013Traffic  Sources  Overview

Source Visits %  Visits

1. researchgate.net 66 38.37%

2. ucflow.uchicago.edu 22 12.79%

3. facebook.com 14 8.14%

4. chromocyte.com 6 3.49%

5. ctegdcytometry.ovpr.uga.edu 6 3.49%

6. flowparadigm.com 5 2.91%

7. plus.url.google.com 5 2.91%

8. linkedin.com 4 2.33%

9. med.unc.edu 4 2.33%

10. google.com 3 1.74%

view  full  report

%  of  visits:  100.00%

Overview

2,109  people  visited  this  site

 Visits

Aug  22 Aug  29 Sep  5 Sep  12

606060

120120120

Search  Traffic Referral  Traffic Direct  Traffic Campaigns

19.2%

8.2%

71.1%

©  2013  Google

Go  to  this  report

UCFlow  Blog  -­  http://ucflow.blogspot.comUCFlow  Blog

100 visits per day

3/4 traffic from search

Referral Sources

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Aug  19,  2013 -­ Sep  18,  2013Traffic  Sources  Overview

Keyword Visits %  Visits

1. (not  provided) 1,087 72.52%

2. facs  titrating  antibody 27 1.80%

3. titration  of  antibodies  for  flow  cytometry 20 1.33%

4. mfi  flow  cytometry 12 0.80%

5. semi-­quantitative  antibody  titration 9 0.60%

6. antibody  titration  flow  cytometry 7 0.47%

7. mean  fluorescence  intensity 7 0.47%

8. setting  up  a  new  cytometry  panel 7 0.47%

9. how  to  do  a  stain  index  flow  cytometry 6 0.40%

10. amnis  flow  sight  cost 5 0.33%

view  full  report

%  of  visits:  100.00%

Overview

2,109  people  visited  this  site

 Visits

Aug  22 Aug  29 Sep  5 Sep  12

606060

120120120

Search  Traffic Referral  Traffic Direct  Traffic Campaigns

19.2%

8.2%

71.1%

©  2013  Google

Go  to  this  report

UCFlow  Blog  -­  http://ucflow.blogspot.comUCFlow  Blog

What keywords are people searching for upon reaching your site.

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Cool tools

Hootsuite allows you to schedule tweets as well as cross post to FB, Google+ and other outlets.

Use Flipboard (or RSS reader) to curate articles from lots of sources and incorporate them into your own Magazine.

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