best practices for using video to market university technologies - 877-729- 0959

Best Best Practices for Practices for Using Video Using Video to Market to Market University University

TechnologiesTechnologies

www.technologytransfertactics.com - 877-729-0959

Betsy MerrickBetsy Merrick

Betsy Merrick - Associate Director of Marketing and Public Relations – UT Austin Office of Technology Commercialization

Ms. Merrick leads the UT Austin Office of Technology Commercialization

through all phases of external and internal communications, strategic objectives,

branding and positioning, public relations, and online web initiatives. She has

more than 20 years of national and international experience in public relations,

marketing and corporate communications.

Ms. Merrick's corporate experience includes management roles for Fortune 50

companies including: AT&T, Dell Computer and Bell Atlantic. Prior to joining

OTC, she was Vice President/Partner for The Thompson Group, a nationally

recognized marketing firm focused on major Texas marketplaces.

Stephen Kinsey, MS, MBAStephen Kinsey, MS, MBA

Stephen Kinsey- Technology Licensing Officer, Office of Technology Transfer - University of Maryland, Baltimore

Mr. Kinsey joined the University of Maryland, Baltimore Office of Technology

Transfer staff as a Technology Licensing Officer in May 2008.

In this role, he negotiates licensing agreements, corporate sponsored research

agreements, confidential disclosure agreements and MTAs and actively

identifies and markets university technologies to potential licensees. He has

developed a number of innovative programs such as an express option for

background IP involved in corporate research agreements, the use of social

media for technology marketing, and a program to disseminate unlicensed

research tools.

Shirley JamiesonShirley Jamieson

Shirley Jamieson - Head of Marketing - University of Cambridge Cambridge Enterprise

In 1999 Ms. Jamieson co-authored the successful bid on behalf of the

University of Cambridge to create the Cambridge Entrepreneurship Centre.

She has extensive experience with start-up companies from her 15-year career

in executive search. For six years she served as Managing Director of Scientific

Resources, part of the Generics Group.

During the mid 1990s, Ms. Jamieson ran her own consultancy firm specializing

in senior appointments for technology-based companies. In 2002 she was the

Cambridge Evening News "Business Woman of the Year."

PRESENTED BY:

BETSY MERRICK

ASSOCIATE DIRECTOR, MARKETING & PUBLIC RELATIONS

UT AUSTIN OFFICE OF TECHNOLOGY COMMERCIALIZATION

Video: Its Emerging Role in TTOs

What we will discuss

Video as a powerful marketing tool

Why use video

Developing a strategy

How and where to begin

Common mistakes to avoid in social media

Social media

channels

EducateInformExcite

Build relationshipsMake matches

Traditional media to social media

TTO Marketing StrategyTo broadcast…• Mission• Brand identity• Value proposition• Info on services &

processes• Staff contact info• Tech descriptions• Startup descriptions• Events schedule• News & “wins”• Featured publications

TTO Marketing StrategyTo broadcast…• Mission• Brand identity• Value proposition• Info on services &

processes• Staff contact info• Tech descriptions• Startup descriptions• Events schedule• News & “wins”• Featured publications

In-personIn-person

IndustryIndustry

InventorsInventors

University administration

Regional government

VCsVCs

EventsEvents

PublicationsPublications

WebsiteWebsite

Social media

Six fears of social media

Fear of the unknown

Fear of the loss of privacy

Fear of having nothing to say

Fear of rejection

Fear of time commitment

Fear of failure

Learn to deal with negativity. You want the love, but can’t deal with the hate. Criticism is not your enemy; apathy and indifference are.

— Joseph Jaffe, President of Crayon

Video: a powerful marketing tool

If a picture is worth a thousand words…

Visibility equals opportunity which leads to credibility which builds business opportunities.

YouTube is the second most popular search engine.

People go to YouTube to look for “how to” videos and for answers to their challenges.

Create the right message to ensure that your brand, personality, and offerings are in front of the right potential customers.

Don’t get left behind.

Why use video?

A great way to build your brand. A common medium that everyone can understand.

It can show what you have, how it works, or educate in the use of a product or technique.

You can “spread it around.” Can be used as a grassroots marketing tool

How does using video build your brand? Increases your visibility Encourages viewers to learn more about your TTO Focuses on getting messages out Showcases your expertise Drives traffic to your website or other communication

vehicles

The numbers

Two-thirds of the world’s Internet population now visit a social network or blog site weekly.

220+ million people visit the top 25 social networks each month.

Facebook has 500+ million active users.

Time spent visiting social media sites now exceeds time spent emailing.

52% of people who find news online forward it on through social networks, email, or posts.

59% of adults polled state that they use their cell phone to remain connected with their social network.

Social media strategy

Why develop a social media strategy?

To ensure that everything is measurable, customer centric, and results oriented.

To create the right message and tactics to ensure that your brand, personality, and offerings are in front of the right potential customers

A successful viral video marketing campaign is integrated with a targeted internet marketing

How to build a strategy for your social media efforts:

1. Determine your social media objectives (don’t try to do too much at the same time, you will grow your social presence) Brand awareness Networking opportunities Thought leadership SEO benefits

Social media strategy, continued

2. Select the right channels to match/accomplish your goals and objectives.

Where are you going to post? If you are seen in several places, your visibility and retained message is much stronger.

YouTube: Allows for repurposing of customer videos, product tutorials, testimonials, etc. Supplies vehicle to comment on others’ videos and reach out to those with similar

interests

Twitter: Presents chance to expand social network and find influencers in specific industries Lets users share your content, including blog posts, articles, etc.

Facebook: Establishes a “face” for your brand via addition of photos and personal information Facilitates an interactive community with wall posts, discussion boards, fan photos and

LinkedIn: Provides location to establish business credibility and share business information Offers place to join relevant groups and make connections with other thought leaders

Blog: Serves as premier outlet for offering fresh content that’s pertinent to your defined

audience Lays foundation for spreading unique content across the web

Social media strategy, continued

3. Define your target audience. Determine where your target audience.

4. Determine your timeline—from conception, to launch, to ongoing maintenance. Set monthly or quarterly benchmarks. Dedicate a certain amount of time to executing your strategy. Plan before you launch.

5. Identify your metrics/monitor. You must establish metrics to gauge your progress. Create key performance indicators, or KPIs, for each of your tactics: number of

YouTube views, number of Twitter followers, number of blog subscribers and growth patterns for each metric.

Track results against your metrics to see how you’re performing in each of your channels.

6. Launch, measure, be ready to shift. The point of setting objectives and benchmarking them is to ensure your strategy

stays on course. It’s okay to shift course if things aren’t working as planned.

Before you get started

A video production is like a full-color brochure that moves and talks—people demand information, entertainment, and instant gratification. If a message isn’t communicated in a fast and powerful way, it is lost.

Engage people: You need to stand out, make them interesting and entertaining.

Be authentic: Video helps viewers get to know you, like you, trust you, and be more likely to do business with you.

Call to action: Make it easy for them to take the next step.

Share it: Make it easy for your viewers to share your video.

Video marketing tips

Think of the video as a representation of you, or your TTO.

Keep the video short.

Attach properly optimized text to your video.

Make sure you include your URL in the video—use it as a way to drive traffic.

Use branding in your videos—people need to visually identify with your company.

Make it viral.

Sometimes the best videos aren’t yours at all.

Quality counts here.

Let’s get started: 6 steps to make a video online

Step 1. Plan out your video/create content.

Step 2. Budget.

Step 3. Record the video using your desired method—what type of video.

Step 4. Edit your video.

Step 5. Upload your video to the Internet.

Step 6. Get the word out.

YouTube channel

YouTube snapshot

Top 10 social media mistakes to avoid *

1. Over-following2. Using too many social media tools3. Abandoning your social media profile4. Failure to train employees5. Not selecting the right employee to manage your accounts6. Thinking social media is free7. Posting first, thinking later8. Forgetting to measure metrics9. Assuming ROI is impossible to calculate10. Expecting the world

* EcoConsultancy

Contact

Betsy MerrickAssociate Director, Marketing/PROffice of Technology CommercializationThe University of Texas at Austinbmerrick@otc.utexas.edu

Look for us on:

RSS feed Twitter Facebook YouTube LinkedIn

DIDISCOVER SCOVER I INVENT NVENT A ADVANCEDVANCE

UUNIVERSITY OF NIVERSITY OF MMARYLANDARYLAND, B, BALTIMOREALTIMORE

Using Video to Market Technologies

Stephen Kinsey MS, MBATechnology Licensing OfficerOffice of Technology TransferUniversity of Maryland, Baltimore

Using Video to Supplement Invention Summaries

How does UMB use technology videos?•Used as a supplement, not replacement, to text based non-confidential summaries.•We employ a push marketing strategy directing potential licensees to the videos.•Although we do attempt to associate keywords with the video descriptions, we do not expect to gain marketing leads directly from search results.•Used as general marketing of the university’s research strengths at trade shows.

Why:Typical non-confidential summaries are:•Text based and usually lackluster•Good for links to publications and/or published patents and patent applications•Impersonal•May not connect with visual or auditory learners•Do not convey the passion the inventor has for the science•May not adequately describe the technology.

Using Video to Supplement Invention SummariesWhy use videos?:•Videos allow the viewer to learn about the technology from the inventors themselves. •Potentially creates a personal connection between the researcher and the business development professional.•Allows the inventor to demonstrate proof of concept.•Effectively targets visual and/or auditory learners.•Permits presentation of images or additional videos supporting the technology.

Using Video to Supplement Invention SummariesVideos will not:•Overcome less than attractive aspects of the technology including

• Small market size compared with development costs• Marginal advantages over existing products• Early state of development/lack of validation• Regulatory hurdles• Lack of identifiable product• Automatically produce potential licensees

Content:•Reiterate certain aspects of your non-confidential summary.

• Technology Summary• Advantages over existing solutions• Value Proposition• State of development• Development required• Contact information

Using Video to Supplement Invention SummariesContent:•Supplement non-confidential summary with

• Summary of the current state of the field• Videos or images demonstrating proof of concept• Additional insights from experts in the field• Script video to speak to your target audience• Entrepreneur/spin-out• New product line vs complementary to and existing

product line• Small/medium sized company• Large multinational corporation

Using Video to Supplement Invention SummariesHow: Preparation•Prepare draft outline of the video and contents•Schedule meeting with inventor and video production staff•Discuss timeline and budget for preparation, shooting and post production•Discuss how the video will be used and the appropriate style to be used•Present video company with examples, both good and bad.

Using Video to Supplement Invention SummariesHow: Preparation•Storyboard the video

• Do not write a script to be read. Inventors are not actors and the video may come across as stale.

• Provide interview questions to be asked during the video capture

• State the purpose of each section of the video to increase understanding

• Indicate points to cover in answer

Using Video to Supplement Invention SummariesHow: Preparation•Example of storyboard scene from SILCS videoBackground Description of Computer Aided Drug DesignShot: Alex MacKerell interviewPurpose: Background on state of Computer Aided Drug Design. Indicate limitations of current methods/software.Show: Show a chemical structure being rotated within a binding pocket of a protein.Title Text: SILCS: “Site Identification by Ligand Competitive Saturation” Text: Alex MacKerell, Grollman-Glick Distinguished Professor of Pharmaceutical Sciences, Director of the Computer Aided Drug Design Center, University of Maryland, Baltimore School of PharmacyQ: Describe the field of traditional Computer Aided Drug Design.Points to hit: (1) Computer-aided drug design uses mathematical equations… (2) Current software applications screen large libraries…

Using Video to Supplement Invention SummariesHow: Preparation•Scout university locations with interesting backgrounds prior to video shoot

• Inside with natural light• Laboratory space• Lounge areas with interesting architecture or design

aspects (frosted glass panes, artwork, book shelf displaying prominent journals, etc.)

• Low traffic areas minimize noise and distractions• Obtain video or photos of campus landmarks from

External Affairs for B-roll• Take pictures of potential sites and send to video

producer for evaluation

Using Video to Supplement Invention SummariesHow: Preparation•Create a schedule for shooting and distribute to all participants•Obtain clearance for use of all facilities and for shooting video•Acquire permission for use of university seal, logo and name in the video•Copyright video in the name of the University

Using Video to Supplement Invention SummariesHow: Video Structure•Create a logical structure to the video.•Give just enough detail to get your target interested.•Get all video footage from the videographer.•Rough edit video footage using common editing software (iMovie, Windows Movie Maker, etc.) to be used as a guide for final polished editing.•Keep the video concise (editing down to a 3 min video is a challenge)

Using Video to Supplement Invention SummariesPresenting your video•YouTube.com Channel•Non-confidential summaries•Website•Large screen or touch screen monitor displayed at trade shows

Using Video to Market Technologies

Using Video to Supplement Invention SummariesResults so far:•Local company contacted UMB inventor after viewing the video and has since applied for two grants to codevelop technology to detect circulating tumor cells.•Discussions are ongoing with multiple entrepreneurs to lead spin-out company based on SILCS technology. All entrepreneurs have viewed the video and have found it helpful and informative.

• Cambridge Enterprise is the commercialisation office of the University of Cambridge based in the UK.

• It was established as a limited company in December 2006. It is wholly owned by the University of Cambridge

• During the 2009/10 financial year there were:

-124 patents filed

- 97 IP transactions signed

- 72 companies in which Cambridge Enterprise holds equity

Technology Transfer

Two routes for commercialisation

Licensing opportunities to:

An existing company

A spin-out company

Two case studies

Licensing into an existing company Novel controller for navigation of 3D medical imaging data that

enables interactive 2D reformatting of, and navigation through, volumetric imaging data, such as data from CT or MRI, while avoiding visual distraction.

Licensing into a spin-out To commercialise picolitre droplet technology, which enables

researchers to carry out large numbers of simultaneous reactions contained within small water droplets a fraction of a millimetre in size.

Why video?

The written word is a relatively new invention, humans are better visual and oral communicators. A picture is worth a thousand words so think how much information a three minute video can communicate!

The 3D controller marketing sheet was describing an elegant visual solution which greatly improves the ease of use of 3D medical imaging workstations. Video was a better medium to demonstrate what the controller could do.

The microdroplets technology contains many processes. In this case animation was added to the video to demonstrate the processes which could not be filmed.

Process

Hire a recommended professional film team

Set a fee. The fee was different for the two videos in the case studies. One video contained animation which required extra skills, rendering time and editing, and several locations. The other video had one location

Set a timescale

Book the time with the inventors and other people who may be involved, i.e. lab staff

Storyboarding

A storyboard is an important tool to: Reduce time, costs, logistics

Outline shoot location and speech content for each shoot

Obtain agreement from everyone on video content before filming

Ensure objectives of video are achieved

Reduce editing time

Storyboard

Story board divided into seconds

Intro to Organisation (this can be the “Sting” which is used by your organisation at the beginning of every video to provide continuity and branding)

Voiceover –

Clip of images. - Location

Voice over text - Who

Clip of person using current technology. - Location

Voice over text - Who

Etc, etc.

Total run time

For each clip location, specifiy what the shot should include (background, people, equipment)

Text is an out line of what your expect the speaker to communicate and is not to be memorized or read.

Retakes providing different angles, close ups are a good idea to

provide variation in the final edit.

Filming

The crew – camera, lighting, equipment boxes

Gaining permission to film on site

Is the film location presenting the right image?

Is there enough room for all the gear, film crew, interviewer, interviewee?

Noise levels!

Playback recording before moving on to next shot

Editing

If you have a tight storyboard this hopefully will reduce editing time

In both case studies we relied on the professional film producer to edit

We involved the inventors in the final editing

There were two versions provided to allow inventors and the spinout company to use the film for their academic and commercial audiences

Communications Plan

In both case studies there was a communications plan before filming began to ensure the video was targeting the right audience

For microdroplets the audience was potential investors and industry collaborators

For the 3D controller the audience was radiographers and manufacturers

Communication resultSphere Fluidics created as new spin-out

Sphere Fluidics receives Royal Society funding

17th November 2010

The Royal Society Enterprise Fund has led an investment syndicate backing Cambridge-based company, Sphere Fluidics. The University of Cambridge spin-out is working on miniature droplet technology which will allow for the rapid identification, analysis and separation of single cells and molecules.

Communications Result3D Medical Imaging

A new controller device that greatly improves the ease use of 3D medical imaging workstations has been developed at the University of Cambridge and Addenbrooke’s Hospital.

Taking control of medical imaging4th November 2010

Engagement with the Inventors

Video is a new medium. Some inventors have no experience of being filmed

Involve inventors in the process of storyboarding and reassure the inventor they will see the final cut before distribution

Inventors can be focused on the science

Convince the inventors to be in the film to add human interest and to clearly articulate the commercial applications, they are the best advocates

Plan a tight time schedule which you stick to

Location is important and you need to make a pre-film visit to set expectations

Questions?

Utilize the chat box to the bottom of your screen to submit a question to the panel. Please address your question to a specific presenter.

Press 01 on your touchtone phone and this will place you into the phone queue.

Thank you for your attendance

best practices for using video to market university technologies - 877-729- 0959

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