marketing yourself: social media and...
TRANSCRIPT
Marketing Yourself: Social
Media and Networking
The Scripps Research Institute
October 23, 2012
Mary Canady
Comprendia LLC
comprendia.com/tsrism #tsrism delicious: tsrism
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Who Am I? •1996-2000
–TSRI Postdoc
–Did structural biology for pretty pictures
–Loved bench work, web development
•2012
–Comprendia/San Diego Biotechnology
Network
•Life science marketing consultant
•Network of 20,000
•Events, writing, speaking
•Results
–I can find help in myriad areas
–People find me easily for business (and speaking!)
–I have found my niche and am happy at work
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Your Personal
• Strategy
– What‘s your personal brand?
• ‗Research‘ your interests, goals
• Tactics
– Online: LinkedIn, Twitter, Blog, (Facebook)
– Networking In Real life (IRL)
• Yes, you have to leave the bench and meet
people
• Benefits
– Journey is a big part of reward
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My 90’s Personal Brand: Structural Biology Communication
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RSS: Your New BFF
• RSS Feeds & Readers
– Monitor individual website changes
• Blogs
• News
• Pubmed
– Monitor the entire web
• Tools
– Look for orange RSS symbol & subscribe
– Google Alerts: a ‗catch all‘
– Google Reader (create bundles, use Feedburner
for email)
– Yahoo Pipes
See ‗Using RSS Feeds…‘
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What Online Tools
Should I Use?
Application Description Good for How To Use
LinkedIn Professional
networking
•Personal brand
•Job hunting
•Leads
•Complete profile
•Join/start groups
•Engage
Twitter Sharing
information
with short
updates
•Personal brand
•Connecting via
content
•Events
•Find a niche
•Follow
hashtags/users
Blog Dynamic
website with
daily-weekly
articles
•Personal brand
•Connecting with
peers
•Create blog acc.
To channel
•Find others,
interact via
comments/Twitter
Recent presentation Academics Presence Online
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Your LinkedIn Profile • Should be as complete as resume
– Headline: relate to personal brand
– Use action words and bullets
– Add past relevant positions with information for each, helps others find you (leave out the Olive
Garden)
• Get a ‗vanity‘ URL, add to business card
• Add a head shot
• Check for spelling errors!
• Link to your company or sites of interest
(blog!)
• Include complete contact information
• Get recommended
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Leveraging LinkedIn Groups
• Benefits
– Directly email any group member (check out
our howto)
– Can post questions to group
– Searches give more results
• Join up to 50 groups
• Choose large, relevant, active groups
– Your posts will not be seen in spam-y groups
• Lots of great discussions going on
– Antibodies, recombinant proteins, medicinal
chemistry…
– See our tips and list to start
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Scientists on Twitter?
Term # Tweets
International Society for Stem
Cell Research 2012 1,092
American Society for
Microbiology 2012 3,269
Society for Neuroscience 2012 7,671
ScienceOnline 2012 39,552
#Bioinformatics 50/day
#TweetYrPhD 1,056
Genomics 100/day
Kinase 50/day
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Basics
• Overview
– Provide 140 character updates, AKA
‗microblogging‘
– @[user] to send a public message (reply)
– D [user] to send private message (DM)
– #[text] is a ‗hashtag‘ to follow events or chats
• Follow based on content, don‘t need to
know
– Hint: this is huge for meeting people
• Provide information based on your brand
• Should be a conversation if you‘re doing
it right!
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Tactics
• Fill out profile completely and carefully
• Get followers
– Target: 1,000
– To be followed, you must follow
• Twitterer will be sent message that you are following
• Search twitter for terms (e.g., ‗kinase‘)
• Conference hashtags (#acs_boston)
• Scientist lists
• Provide content from RSS or other Twitterers
• Engage with Twitterers
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Link and courtesy @brianreid
Finding blogs:
•ScienceSeeker
•Researchblogging
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Local Science Bloggers
Justin Kiggins, UCSD
Miriam Goldstein, UCSD/SIO
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24 April 1999
Virus structural changes: Round to Icosahedral?
Blogroll •Alisdair Stevens’ Lab •Mark Young’s Lab •ASM
Tags Protein Visualization Unix/linux Virus Structure
Our early results indicate that the virus forms as a round shape and matures to an icosahedral shape. What implications does this have for virus assembly?
Created using WordPress
I’ll be looking for a job in 2000,
hire me!
Comment from Bill Newcomb 25 April 1999: Mary--Check out papers from Crowther lab on Hepatitis B, they found similar results.
Structural Biology
Communication
See my talk at #ASV99 including a
cool animation!
© Comprendia, LLC All rights reserved. 15 15
Facebook: Be Good
• Living in the 10‘s=professional FB
presence
– Manage privacy
– Change to work name
– Keep politics at a minimum
– No passed out photos
• Get information from life science
co.‘s
– See list on Comprendia FB page
© Comprendia, LLC All rights reserved. 16 16
Packaging Yourself for IRL
• All good marketers have a ―30 second
commercial‖ that summarizes their product—
make one about you!
– Short summary
– Your ―Position‖
– What you‘re looking for
– First 10 seconds should ―stand alone‖ for quick
introductions (1-2 sentences)
• Write it down
• Practice
• Practice
• Practice
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•Website: Learn about region & opportunities
•News: who has $ to spend/hiring?
•Directory of 400+ companies
•New jobs posted daily
•Monthly Events
•Volunteer
•Attend
•Connect
•LinkedIn group: 7400+ members
•Search & contact (see Video or demo)
•Post news
IRL/Online Networking
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• Empower scientists
– Connections
– Conversations
– Collaborations
– Community
• January #scio13 conference North Carolina
– Local watch party!
• Local groups
– Bay Area, Seattle, Vancouver, San Diego
– (Denver, Chicago, Washington DC)
#ScioSoCal Panel Last Night!
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What‘s Your Career Gene?
• R&D is one of many
options
• Other avenues may
afford more flexibility
• Look to other interests,
proclivities
• Meet people
• START NOW
See Transitions to Industry presentation (2nd half)
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Questions?
– @Comprendia
– @SDBN
– www.linkedin.com/in/marycanady
– Facebook.com/comprendia
• Blog
– Sdbn.org
– Comprendia.com
• Slideshare
– www.slideshare.net/marycanady