ihbi inspires qut nov 2014

CRICOS Provider Code: 00113B

CROWD FUNDING RESEARCH: MAGGOTS HIP ‘N’ SHOULDERED.

Dr Melanie Thomson – Deakin Medical Schoolm.thomson@deakin.edu.au

@Dr_Mel_Thomson (Twitter)www.facebook.com/drmel.thomson

Blog: www.drmelthomson.wordpress.com

CRICOS Provider Code: 00113B

Academic work force – Adapt or Die?

CRICOS Provider Code: 00113B

Deakin – LIVE ! The future agenda

CRICOS Provider Code: 00113B

Teaching Digital Literacy

• Facebook Page• Twitter Hash tag

(#UnitCode)

CRICOS Provider Code: 00113B

Research Crowd Funding comes to Deakin

Prof Deb Verhoeven

Chair in Media and CommunicationFaculty of Arts & EducationSchool of Communication & Creative Arts

deb.verhoeven@deakin.edu.au@bestqualitycrab on Twitter

CRICOS Provider Code: 00113B

Evolution of a Crowd Funding Academic: ‘Mighty Maggots’ Campaign April 2013

CRICOS Provider Code: 00113B

Research Crowd Funding in Oz: The beginning

• Deakin-Pozible.com partnership

• Pozible founder Rick Chen, me & Dr Michelle Harvey

CRICOS Provider Code: 00113B

Maggots…can we make them glamorous?

CRICOS Provider Code: 00113B

Mighty Maggots Campaign video 1

Melanie Thomson and Michelle Harvey

https://www.youtube.com/watch?v=sRGnbWlJdLM

CRICOS Provider Code: 00113B

Pozible-ly, an exercise in marketing

Second Maggot Video: Maggot Art

https://www.youtube.com/watch?v=H1WJZiflxi8

CRICOS Provider Code: 00113B

Getting $10K for Maggots? It’s !

• 45 days to convince people to give us $$

• No existing ‘audience’• Target Market not as

tech savvy• Ran ‘physical’

outreach campaign as well as online

• Apps used: Twitter, Facebook, LinkedIn and Storify

• Diverse Donors

CRICOS Provider Code: 00113B

Pozible-ly, rewarding for donors?

Rewards turned out to be an important part of the process

CRICOS Provider Code: 00113B

Twitter Parody Accounts: Panto Villians!

• Used Storify to ‘record’ Twitter arguments b/w the protagonists

CRICOS Provider Code: 00113B

A real life Crowd : Community Engagement

Cons: Can get hostility from punters

CRICOS Provider Code: 00113B

A real life Crowd : Community Engagement

CRICOS Provider Code: 00113B

CRICOS Provider Code: 00113B

‘Mighty Maggots’ Campaign

CRICOS Provider Code: 00113B

Crowd Funding for Community Engagement

• ‘Research my World’ Pozible Campaign Tweets and Re-Tweets network by Stuart Palmer (@s_palm)

CRICOS Provider Code: 00113B

Evolution of a Crowd Funding Track record: ‘Hips 4 Hipsters’ April 2014

CRICOS Provider Code: 00113B

‘Hips 4 Hipsters’ - Bought Pro Help

Logo: Cat Donaldson, Faster Pussycat Productions @catherineLdAnimation: James Hutson, Bridge8 @jameshutson

Professional Animation by James Hutson of Bridge8

https://www.youtube.com/watch?v=o-OD2gB0Ewg

CRICOS Provider Code: 00113B

‘Hips 4 Hipsters’-Secondary Video (free!)

Mel Thomson – ‘Face of Campaign’ video

https://www.youtube.com/watch?v=ebg8i3AJyoI

CRICOS Provider Code: 00113B

‘Hips 4 Hipsters’ Twitter only strategy

• One week on @realscientist rotation account to amplify signal

• Important relationship with science ‘supertweeter’ @upulie -> @colvinius

• Interviewed by @carolduncan on ABC radio• ‘Herd Mentality’ Podcast @adamreakes

• Most donors came from these interactions

CRICOS Provider Code: 00113B

CRICOS Provider Code: 00113B

Crowd Funding: Not for the faint of heart!

Cost • Pricey on Time!! (10-20 hrs on top of Academic job!)• $$ return per hour….approximates to less than minimum wage• Seen as ‘zany’ = non credible by science establishment??

CRICOS Provider Code: 00113B

CRICOS Provider Code: 00113B

Crowd Funding: Not for the faint of heart!

Cost • Pricey on Time!! (10-20 hrs on top of Academic job!)• $$ return per hour….less than minimum wage• Seen as ‘zany’ = non credible by science establishment??Benefit• Raised profile in local and national communities• ‘Ripple Effect’ still in action…several further donations• Obtain network of random ‘cheerleaders’

for your science

CRICOS Provider Code: 00113B

‘Ripple Effect’ of community engagement

• Approx $5,000 extra donations (so far!)

• Plus $37,000 Grants

CRICOS Provider Code: 00113B

Why are you NOT on social media to ‘sell’ your research and to network??

CRICOS Provider Code: 00113B

Twitter: Online Research Community

CRICOS Provider Code: 00113B@theotherdrsmith

CRICOS Provider Code: 00113B

Online Research Community

• @realscientists• #onsci• #emcr or #emcrforum• #microtwjc• #phdchat• #womeninscience

CRICOS Provider Code: 00113B

‘Real Life’ Community engagement

Invited Smart Geelong Op Ed Column in Geelong Advertiser Nov 2014

CRICOS Provider Code: 00113B

Twitter Advocacy can be powerful!

CRICOS Provider Code: 00113B

Do I have time to develop an online profile?• Give yourself a time limit to learn new App

technology….DISCARD those that do not suit you• Big Three are Twitter, Facebook and LinkedIn• Set up ‘professional’ Facebook and Twitter Accounts

and set on to replicate posts on the other• Consider starting a blog to help you get into the

‘habit’ of writing• Crowd funding is good for raising profile and gaining

seed funds and kudos, but labour intensive• Social Media can be used to further professional

networks, esp. at EMCR and PhD student levels• Social Media is good for Advocacy • Make sure you do ‘Real Life’ engagement too!

CRICOS Provider Code: 00113B

ACKNOWLEDGEMENTS

SPONSORS: 129 + 180 individuals @pozible.com +

Jane den HollanderLee AstheimerDeb VerhoevenMichelle HarveyJoyce SeitzingerColin WarrenStuart PalmerRebecca PlantRyan RaybouldWarwick Hadfield

PozibleRick ChenMatt Benetti

Gillian TurnerCatherine DonaldsonJames HutsonKim FoaleMichelle Banks

CRICOS Provider Code: 00113B

http://www.slideshare.net/debver/crowdfunding-university-research

http://www.slideshare.net/debver/report-evauatinresearch-myworld

http://www.slideshare.net/debver/checklists-crowdfunding-research

http://www.pozible.com/research

My Blog: www.drmelthomson.wordpress.com

1st Campaign www.pozible.com/mightymaggots

2nd Campaign www.pozible.com/hips4hipsters

‘Research my World’ Crowd Funding Links

CRICOS Provider Code: 00113B

Crowd Funding Tips for University Admin

• Requires support from the highest level (VC/DVCR)• Requires support of financial officers in Research Office

and at local Departmental level• Consideration for admin burden of tax receipts ->

Philanthropy office?

• Practicalities: • WHICH PLATFORM? External or Internal?• Official You Tube account• Pay Pal account needed• Multi Media/Comms support?• ‘Coalition of the willing’ team of Social Media Mentors