making academic research go viral: six principles
Post on 21-Apr-2017
Embed Size (px)
Making Academic Research Go Viral
We looked back on what we learned - what worked, what didnt - from writing and sharing academic storiesSix Principles from Stanford Business
While I was at the GSB, I felt intellectually on fire now that Ive graduated, the GSB keeps that flame alive by providing me with stimulating content and unique perspectives on big compelling issues.- Alumna
1. Create stories that teach and reachIf you cant explain to a six year old, you dont understand it yourself. - Albert Einstein
Fulfills a public purpose to promote education and learning
Fuels peoples desire for lifelong learning
Help people better understand the world
Inspire people (practical, aspirational)
Stanford Business objective
We help increase the reach and impact of business management research and insights to influencers who are seeking knowledge to change lives, organizations, and the world.
Our website is the anchor
Before: June 2012
Designed & organized for readers
Bigger typeJump to topic pages Emphasis on richer visualsSocial sharing Dive intoother storiesSee faculty profiles and related papers, articles
Sign-up for our e-newsletterJump to related storiesShortened linkto shareSocial sharing
Those groups without whose support the organization would cease to exist. - 1963 memo, Stanford Research Institute2. Be accountable to your stakeholders
Who are your stakeholders?
How does your organization build trust?
How do you convey your mission & goals?
When do you seek their feedback?
Do researchMeet with professor Brainstorm story formatDevelop story/assetsShare story with professor
Receive feedback, make edits
Get approvalGet feedback from professor
Publish on website / magazine
3. Find storytelling to fit your audience
Who is your audience?
What types of storytelling formats do you use?
How does the type of content or platform influence the way you choose to tell a story?
Story: Whos making the ethical decisions in a driverless car?
Story: A change to a tax credit could kill the nascent U.S. solar industry
Embrace criticism because its good for quashing bad ideas (heres how)
Best practices for video interview
Do your homework
Keep it conversational and light
Its all about control without making it look controlled. - Beth Rimbey
Go in with a narrow idea of what you want the end product to look like
Take your time
4. Focus on building your reach
Where is your audience?
Can you do more with less?
How unique is each channel, platform, or product? Where is there overlap?
What are the requirements to support your platform or product?
Where you can find Stanford Business stories
5. Think evergreen: recycle & repackage
What channels do you use to share your content and stories?
When can you recycle and peg your stories to whats happening in the news?
How do you tailor your content to specific channels?
SlideShareA Look Back at 2014
7 Business Books and Business GoalsSetting Vague Goals
Goals: Teach & build a relationship
Reach more people Create compelling content Engage with contentRead other stories Amplify story Create loyalty
6. Define and measure your success
What do you keep track of (or not)?How do your metrics measure your organizations objectives?What is your process for determining what you should continue or stop?In what ways do you encourage new ideas and experiments?
Potential experiments and tests
What angle should we use?Are people interested in reading about this particular topic?Will readers watch a video?Does story format affect social sharing?Which subject line is better? Should we be on Periscope?
Use Buzzsumo to find your viral stories
When Power Moves at Work Backfire
7 Myths of Boards of Directors
Why Winning Could Go Wrong in a Fitbit World
Facebook Profiles: The Biggest Bank of Personality Data?
When To Bootstrap Your Startup
Facebook Profiles 28.1%, 5.2%
7 Myths of BoDs 27.0%, 7.1%Email
Follow on Periscope: @StanfordBusiness
6 Principles from Stanford Business1. Create stories that teach and reach2. Be accountable to your stakeholders3. Find storytelling to fit your audience4. Focus on building your reach5. Think evergreen: recycle & repackage6. Define and measure your success
If youre interested in a copy of my e-book on how to tweet, get in touch:
Karen Leekaren.email@example.com@karenleeThank you!