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
Bil
lioi
ns o
f D
olla
rs
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*
Rec
harg
e R
even
ue (
Tho
usan
ds o
f D
olla
rs)
Bil
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ns o
f D
olla
rs
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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