2015: The Year For More Social

and Digital Campaigns

Mary Canady

October 7, 2014

Affymetrix, Santa Clara, CA

comprendia.com/affy

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@eperlste

#crowdfunding

#raredisease

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@dnlee5

#blackandstem

#scicomm

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@ryanbethencourt

#diybio

#xprize

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@phylogenomics

#openaccess

#microbiome

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Can Companies Inspire?

• Theranos, InVitae,

Organovo

– Exciting!

• Inspire with research tools?

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NEB Epigenetics Campaign

Community

Forum

Blog

Facebook

Twitter

1st Party

3rd Party

Publications

epiexperts.com

Result: NEB has 9,000 engaged

epigenetics researcher followers.

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Online Value Proposition

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Workshop OutlineCampaign “charter” which

complements marketing planning:

1. Customer surveys and/or:

– Metrics, key words

– What’s working/repurposing

2. Survey competitors, landscape

3. Determine online value

proposition

Goal: Create a 2015 social media

Affymetrix campaign by the end of this

2-part workshop

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Survey Questions• Basics

– Demographics: occupation, age

– Computer savviness

– Use of social media and existing forums, etc.

– Willing to mix business/pleasure

– Would you…upload images? Join a forum?

• What customer “pain” can you speak to and

engage?– Always ask the 20K foot question

• What strategies should you avoid?

• What online resources do they want from you?

• While you’re at it…ask for help later

– Always follow up

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Metrics: Survey Substitute

Source: Comprendia Blog

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What’s Working?

• Life science companies have been creating

great content for DECADES

• Take inventory and repurpose old and all

content

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Life Science Companies’ SM

• Life Tech

– Ion Community

– Blog

– Facebook/Twitter

• Illumina

– Blog

– Event coverage

• Smaller co.’s

– Integrated DNA Technologies (Pinterest)

– BioLegend

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Competitive Analysis

• Include all digital/social media

– From companies and independent forums, etc.

– What online value is being provided?

• Social Media Monitoring: How does your

presence compare? (Hubspot, iSpionage,

KeyWordSpy)

• Social Media SWOT: Why Not?Strengths

•Much positive chatter about

brand on public forum

Weaknesses

•Small web development

team Inte

rna

l

Opportunities

•Channel discussions to internal

forum

Threats

•Competitor A has content

rich site, could repurpose as

blog Exte

rna

l

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Monitoring Landscape

• Scour the web

– Alerts

– Blogs

– Publication searches

– Social media feeds

• We’ll create a custom feed/email

• Sites to follow

– Opinionomics blog (@BioMickWatson)

– Tree of Life blog (@phylogenomics)

– RNASeq blog

– Bitesizebio blog

– Seqanswers forum

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Online Value Proposition

• What unique value can you

provide that will attract and

nurture leads?

• Epigenetics researcher hub

• Fluorescence probe resource

• 90/10 rule

– Share 90% useful information, 10%

promotional

Find a unique OVP that “alleviates” a

pain your customers have.

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Social Media Toolbox

Application Description Uses Find Customers

1st

Pa

rty Blog/Web 2.0 Dynamic website

with rapidly

changing content

•Search engine

optimization

•Engage in a controlled

environment

•Everybody Googles

•Drive traffic from 3rd

party sites

3rd

Pa

rty

LinkedIn Professional

networking

•Create group related

to engagement

channel

•Advertising interface

•Search groups

•Run Ads

Twitter Sharing information

with short updates

•Engage and find

followers based on

topics or events

•Search for keywords

or hashtags

Facebook Social networking •Create a page and

engage

•Run Ads, use

interface

Google+ Social media

“backchannel”

•Create brand page,

engage

•Hashtags

•Influence SEO

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Statistics from Bioinformatics, LLC

• October 2013 “Digital Marketing to Life Scientists:

Social Media and Email Best Practices” Report

• 35% of life scientists use social media constantly or

frequently for their work

• Half of scientists using social media for work engage

with life science vendors

• LinkedIn and Facebook are the top social media

applications for life scientists

• Life scientists use social media to

• further their professional activities

• network with colleagues

• make contacts

• maintain their professional identities

See also these three articles re: Twitter, Blogs

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2015 Affymetrix Campaign “Seeds”

• Local networking events

– Conferences

– DIY BIO

• 1st Party Applications

– Open Genomics?

– Consortia, Communities, IGB

• Blog

• Publication database

• Repurposing: white papers, videos

• 3rd Party: Twitter, Facebook

– Review and define online value proposition

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Homework & Next Steps

• Homework

– Fill out Custom RSS Form for email

feed

– Review existing metrics &

campaigns, find what’s working

(discuss now)

– Join Twitter and participate in

#ASHG14 discussions

• Next steps: ASHG workshop

– Determine Online Value Proposition

– Develop 2015 campaign

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Channels and Technologies for Tactical Implementation

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