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Making Academic
Research Go Viral
Karen Lee
@karenlee
#confabEDU
We looked back on what we learned
- what worked, what didn’t -
from writing and sharing academic stories
Six Principles from
Stanford Business
While I was at the GSB, I felt
intellectually on fire – now that I’ve
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 reach
“If you can’t explain to a six year old, you don’t understand it yourself.”
- Albert Einstein
➔Fulfills a public purpose to promote education
and learning
➔Fuels people’s 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 type
Jump to topic
pages
Emphasis on
richer visuals
Social sharing
Dive into
other stories
See faculty
profiles and
related papers,
articles
Sign-up for our
e-newsletter
Jump to
related stories
Shortened link
to share
Social sharing
Making Academic Research Go Viral: Six Principles
“Those groups without whose support the organization would cease to exist.”
- 1963 memo, Stanford Research Institute
2. 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?
Editorial process
Trigger
Do research
Meet with
professor
Brainstorm
story format
Develop
story/assets
Share story
with
professor
Receive
feedback,
make edits
Get approval
Get feedback
from professor
Publish on
website /
magazine
Promote
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: Who’s 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 it’s good
for quashing bad ideas (here’s how)
Best practices for video interview
➔Do your homework
➔Keep it conversational and light
“It’s 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
Website
Magazine
Email PartnersSocial Media
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
what’s 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
Making Academic Research Go Viral: Six Principles
Making Academic Research Go Viral: Six Principles
Making Academic Research Go Viral: Six Principles
Goals: Teach & build a relationship
➔Reach more people
➔Create compelling content
➔Engage with content
➔Read 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
organization’s 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?
Making Academic Research Go Viral: Six Principles
Tumblr
Long-form story
Video story
Infographic Infographic
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 Business
1. Create stories that teach and reach
2. Be accountable to your stakeholders
3. Find storytelling to fit your audience
4. Focus on building your reach
5. Think evergreen: recycle & repackage
6. Define and measure your success
If you’re interested in a copy of my e-book on
how to tweet, get in touch:
Karen Lee
karen.poi.lee@gmail.com
@karenlee
Thank you!

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Making Academic Research Go Viral: Six Principles

  • 1. Making Academic Research Go Viral Karen Lee @karenlee #confabEDU
  • 2. We looked back on what we learned - what worked, what didn’t - from writing and sharing academic stories Six Principles from Stanford Business
  • 3. While I was at the GSB, I felt intellectually on fire – now that I’ve graduated, the GSB keeps that flame alive by providing me with stimulating content and unique perspectives on big compelling issues. - Alumna
  • 4. 1. Create stories that teach and reach “If you can’t explain to a six year old, you don’t understand it yourself.” - Albert Einstein ➔Fulfills a public purpose to promote education and learning ➔Fuels people’s desire for lifelong learning ◆Help people better understand the world ◆Inspire people (practical, aspirational)
  • 5. 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.
  • 6. Our website is the anchor
  • 8. Designed & organized for readers
  • 9. Bigger type Jump to topic pages Emphasis on richer visuals Social sharing Dive into other stories See faculty profiles and related papers, articles
  • 10. Sign-up for our e-newsletter Jump to related stories Shortened link to share Social sharing
  • 12. “Those groups without whose support the organization would cease to exist.” - 1963 memo, Stanford Research Institute 2. 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?
  • 13. Editorial process Trigger Do research Meet with professor Brainstorm story format Develop story/assets Share story with professor Receive feedback, make edits Get approval Get feedback from professor Publish on website / magazine Promote
  • 14. 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?
  • 15. Story: Who’s making the ethical decisions in a driverless car?
  • 16. Story: A change to a tax credit could kill the nascent U.S. solar industry
  • 17. Embrace criticism because it’s good for quashing bad ideas (here’s how)
  • 18. Best practices for video interview ➔Do your homework ➔Keep it conversational and light “It’s 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
  • 19. 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?
  • 20. Where you can find Stanford Business stories Website Magazine Email PartnersSocial Media
  • 21. 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 what’s happening in the news? ➔How do you tailor your content to specific channels?
  • 23. 7 Business Books and Business GoalsSetting Vague Goals
  • 27. Goals: Teach & build a relationship ➔Reach more people ➔Create compelling content ➔Engage with content ➔Read other stories ➔Amplify story ➔Create loyalty
  • 28. 6. Define and measure your success ➔What do you keep track of (or not)? ➔How do your metrics measure your organization’s objectives? ➔What is your process for determining what you should continue or stop? ➔In what ways do you encourage new ideas and experiments?
  • 29. 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?
  • 34. Use Buzzsumo to find your viral stories
  • 35. ➔ 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
  • 37. 6 Principles from Stanford Business 1. Create stories that teach and reach 2. Be accountable to your stakeholders 3. Find storytelling to fit your audience 4. Focus on building your reach 5. Think evergreen: recycle & repackage 6. Define and measure your success
  • 38. If you’re interested in a copy of my e-book on how to tweet, get in touch: Karen Lee karen.poi.lee@gmail.com @karenlee Thank you!