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
“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 Partners Social 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?
SlideShare A Look Back at 2014
7 Business Books and Business Goals Setting Vague Goals
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?
Tumblr Long-form story
Use Buzzsumo to find your viral stories
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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