from classroom to content: turning stanford business professors into rock stars
DESCRIPTION
Can bad hair days nix your raise? Why is it risky to pitch an idea that is too perfect? And what IS the secret to happiness? These topics are headline fodder for stories about academic research by some of the top scholars in the world: Stanford Graduate School of Business professors. This panel will discuss turning potentially dry academic studies into hits on a multitude of publishing platforms, including our GSB Twitter account of more than 200K followers. We'll discuss the most effective use of digital and social tools, ways to customize content for each of them and why it pays to raise archived stories from the dead. Find out how how we work with faculty to tell stories that people want to read while retaining academic rigor, and partner with mass media digital outlets to extend our reach. We will not leave out old school print either. Come learn how we nourish and continually reboot our freshly redesigned print magazine.TRANSCRIPT
From Classroom to Content: Turning Stanford Business Professors into Rockstars
Deborah Petersen, Editorial Operations ManagerKaren Lee, Social Web & Email Strategist
Schools Are Schools, Not Publishers
Being a Publisher is a Mindshift
Professors = Biggest Sources of Talent
The Professors Provide the Tunes
A marketing scholar studies happiness.An organizational behavior professor shows how to negotiate a raise.An expert in Neuroeconomics explains the best time of day to make a decision.A finance professor explains the art of getting startup funding.
Turning Professors into Rockstars
Stanford Business EntourageEditorial● Oversee and collaborate with professors● Translate research into insights and hitsPR● Secure media exposure and interviewsDigital● Distribute hits across digital channels
Cultivating Talent
LibrarianEditorWriter,
Turning Academic Content into Hits
1. What’s the hook?2. What’s the best way to tell the story?3. What’s the best way to promote?4. What’s the best way to recycle/remix?
Oldies But Goodies
1. Why “evergreen” content matters2. The power of repackaging content
a. Website: Collection of quotes and tips from business leaders (GM CEO Mary Barra, Venture Capitalist Marc Andreessen, Oprah Winfrey)
b. Tumblr: Round-ups of articles and insights by theme: “10 Tips to Make you More Powerful at Work,” “Why Optimism is Necessary in Business.”
Where We Play & Place The Hits
Extending Our Reach
Website 99K page views per month
Social Media 640K followers
Email 40K subscribers
Magazine 28K subscribers
Partners 35K visits per month
#1 Hits
Ilya Strebulaev Academic Area: FinanceHook: Angels
Are Angel Investors the New Disruptors?
1. Hook: Better understand angel investors2. Story Format: First person, 884 words3. Promote: Entrepreneurs, Investing4. Remix: Abbreviated List, illustration
Are Angel Investors the New Disruptors?
1. Hook: Better understand angel investors
2. Story Format: Expanded List, illustrations
3. Promote: Entrepreneurs, Investing4. Remix: Magazine
Margaret Neale Academic Area: OBHook: Inequality, Negotiation
A Few Bad Hair Days Can Change Your Life
1. Hook: How you look affects how you behave
2. Story Format: 1,048 words3. Promote: Career, personal
success4. Remix: Media partner - catchy
headline, visuals
A Few Bad Hair Days Can Change Your Life
1. Hook: How you look affects how you behave
2. Story Format: 1,048 words3. Promote: Career, personal
success4. Remix: Email - different subject
line and headline
Does Breaking Bread Help Make Negotiation a Success?
1. Hook: Why negotiation over lunch is not always smart
2. Story Format: Interview3. Promote: Negotiation 4. Remix: Media Partner,
Changed headline, photo
Baba Shiv Academic Area: NeuroeconomicsHook: Decision-making
The Art of the Imperfect Pitch
1. Hook: How to manage up to your risk-averse boss
2. Story Format: Written by the professor, first person
3. Promote: Innovation4. Remix: Quote, photo quote
How Do You Find Breakthrough Ideas?
1. Hook: How to be your best2. Story Format: 1,549 words, 3. Promote: Innovation, Creativity,
Productivity4. Remix: Text, video, quotes
The Art of the Imperfect Pitch
1. Hook: How to manage up to your risk-averse boss
2. Story Format: Written by the professor, first person
3. Promote: Innovation4. Remix: Quote, photo quote
Jeffrey Pfeffer Academic Area: OBHook: Power
10 Tips for Building Stronger Networks in Work & Life
1. Hook: Networking tips2. Story Format: Practical tips
from an e-book3. Promote: Networking, Career4. Remix: Tweet Tips, Partners
10 Tips for Building Stronger Networks in Work & Life
1. Hook: Networking tips2. Story Format: Practical tips
from an e-book3. Promote: Networking, Career4. Remix: Magazine
Jennifer Aaker Academic Area: MarketingHook: Happiness
Millennial Searchers
1. Hook: Happiness 2. Story Format: NYT Op-ed3. Promote: RT @aaker4. Remix: Stanford news, GSB
magazine, website
Thank You! Questions?
@deborapetersen@karenlee