TTOs: Use Social Media
Effectively to Market Your
Innovations
Sponsored by:
Dee Anderson
Dee Anderson is the Associate Director for the
Technology Transfer Office for Brigham Young University in
Provo, Utah. He is responsible for commercialization
planning, patenting and licensing functions for Electrical and
Computer Engineering, Civil and Environmental
Engineering, and Computer Science departments and the
School of Technology, Compliant Mechanisms in the
Mechanical Engineering Department, and other select
projects. Mr. Anderson has twenty eight years of
entrepreneurial experience in the fields of Manufacturing,
Real Estate Development, Financial Management,
Computer Software and Hardware and
Telecommunications as well as vast experience in creating
successful companies in the high tech field with significant
expertise in marketing, finance and operations.
Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959
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Laura A. Schoppe
Laura A. Schoppe is president of Fuentek, LLC. Fuentek works with an
eclectic client base to assist them in identifying promising technologies
and the converting these ideas and inventions into marketable products.
In her role as president, Laura is responsible for managing client
relationships as well as establishing strategic plans, budgets and
conducting training workshops for clients. Fuentek is a leading technology
commercialization firm, and is now the largest NASA contractor in North Carolina. Laura
has more than 12 years of successful experience in spearheading research for several
defense contractors, as well as an extensive background in all aspects of intellectual
property management, including valuing the deals, negotiating the business terms, and
leading license negotiation activities. She has led major technology transfer projects at
universities and government agencies, and Fortune 500 companies have sought her advice
on strategic planning related to their IP assets. Prior to forming Fuentek in 2001, Laura
was a program manager for advanced engineering at GE-Aerospace/Lockheed Martin. She
was responsible for national and international new business development,
as well as research and development projects for advanced submarine and
surface ship programs. She then provided technology transfer services at
RTI International in the Center for Technology Applications, where she
worked as a client lead for government and corporate clients,
successfully doubling the client base.
Technology Transfer Tactics - www.technologytransfertactics.com - 877-729-0959
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Lindsay Polak
Lindsay Polak is the Marketing and Communications
Manager at the University of Colorado Technology Transfer
Office. In her role at CU, she manages PR and events both
within and outside the university community, as well as
coordinating technology marketing outreach. Ms. Polak has
developed several social media communications initiatives
for CU TTO. In 2009 she managed the launch of the CU
TTO blog (CUtechtransfer.blogspot.com) as well as
bringing the office onto Twitter (@coloradotto). These
initiatives have been successful in expanding CU TTO’s
penetration into the vibrant local technology communities,
especially the startup community. Ms. Polak graduated from
Scripps College in 2001 with a BA in Philosophy, and
afterward attended CU’s School of Law. Before joining CU
TTO, she worked in marketing/communications in the
music industry.
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Shirley Jamieson
Shirley is Head of Marketing for Cambridge Enterprise Limited,
the commercialisation office of the University of Cambridge. CE
consists of three overlapping business units: technology transfer, which
assists academics in making their research available to industry;
consultancy services, which supports University staff wishing to provide
expert advice to public and private sector organisations; and Seed
Funds, which provides access to capital for members of the University.
New media is an emerging way to find suitable licensees or partners to
help to commercialise the science emerging from the University. As
well as ensuring the website is up to date with the latest news on our
activities and those of our portfolio companies, Cambridge Enterprise
is beginning to use new media tools such as Twitter and short films.
Additionally, the University of Cambridge uses a number of new media
platforms such as Twitter, Flickr, iTunesU and Facebook. The
University’s YouTube Edu channel has a growing library of videos
demonstrating economic and societal impact in a format easily
accessible by a worldwide audience.
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Social Media Revolution
Digital Media
Websites • Podcasts •
Videocasts • Slidecasts •
Webinars • Newsletters
Social Media
Blogging • Twitter •
Facebook • Etc.
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There are many facets to
marketing University IP via social
and web channels
•Social Networking is just a tool, a way to engage Alumni to help you
find the right home for each technology.
•It does not replace the need for personal relationships but
enhances your ability to develop them.
•Social Networking is all about extending your network to include
Alumni networks.
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Should I be using it?
POST: a four-step approach to
determining when to use SM, and which
tech platform to use:
People: where are the people I want to reach?
Objectives: what do I want to accomplish?
Strategy: how do I need to change my relationship with
these people?
Technology: what tech platform will suit this strategy?
Adapted from Groundswell: Winning in a World Transformed by Social Technologies.
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POST: People
People: where are the people I want to reach?
-what blogs do they read?
-what communities have they joined?
-what communication platform do they prefer?
You must go to the people, not wait for them to
find you.
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POST: Objectives
Objectives: what do I want to accomplish?
-build brand equity/awareness?
-build relationships with key decision-makers?
-gather feedback from tech markets about university IP?
How will you measure achievement of your
objectives?
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POST: Strategy
Strategy: how do I need to change my relationship
with these people?
-increase coverage in new media (blogs)?
-create buzz around university IP?
-use existing, successful social networkers in your
community to extend your reach?
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POST: Technology
Technology: what tech platform will suit this
strategy?
-blogs, new journalism
-personal networking: facebook, LinkedIn
-microblogging/presence: twitter
-multimedia:YouTube, Flickr, podcasts
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Why Does Social Media Work?
Newsletters
Podcasts
Websites
Websites
Videocasts
Slidecasts
Webinars
Blogging
Facebook
Twitter
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Your Website:
Still Your Most Valuable Weapon
Audience survey
Totals
Number of TTO websites?
100%
All available technologies listed?
58%
More than just an abstract listed?
25%
Pictures?
25%
Videos?
25%
Podcasts?
8%
Metrics?
50%
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Content is King
Positions your
organization as a leader
 Pushes your message
(especially through SEO)
 Pushes your technologies
(also through SEO)
 Demonstrates depth and
breadth of capabilities
Saves you time
• Enables users to self-service
• Enables prospects to selfqualify – eliminates “tire
kickers”
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What Content Should be on
Your Web Site?
Technologies available for licensing
Success stories and awards
Newsletters, blogs, annual reports, etc.
Instructional material
Facilities, services, resources
News items and events
Special programs
Frequently asked questions
Description of the TTO and contact information
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Search Engine Optimization
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Select your keywords
Choose your domain name wisely
Create keyword-rich content
◦ Page titles, page headers
◦ Images tags and file names
Get inbound links from reputable , relevant sites, using your
targeted keywords: “Wiley Coyote University’s technology
transfer program leads the nation in creation of start-ups.”
Make your site search-engine friendly – plain text navigation
and content
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Blogging
Blog: noun,  blȯg, bläg
short for Weblog,
generally a reverse
chronological listing of
interesting and timely
happenings
http://blog.fuentek.com
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Blogging Do’s
• Define a plan, purpose, and goals for blogging
• Implement planning process and editorial
reviews for publishing entries
Planning
• Post on a regular schedule (start small!)
• Respond with timely posts to relevant current
events
• Leverage your keywords
– When defining categories
– When drafting content
• Incorporate links to other relevant sites and content
Content
• Always blog with integrity
• Use a more personal voice
• Request comments and opinions at the end of your post
• Be transparent by including authorship
Replies
• Monitor the traffic for your blog
• Review all responses for appropriate content prior to publishing
Technical
• Take advantage of blogging software readily available (e.g., WordPress)
stuff
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Blogging Don’ts
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Ignore your blogging plan after launch
Write long blog posts (keep to 250 words or less)
Get consumed and overly absorbed in the blogosphere
Let your emotions drive you to post entries you might
regret
Ignore responses to your Blog entries
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Twitter, Tweets, and Follow Me
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Twitter Basics
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@username
◦ Links to the user’s profile
◦ Examples: @Fuentek, @khiserFuentek
Retweets – like email forwarding
#hashtag
◦ Like a keyword
◦ Example: #AUTM
URL shorteners – tiny URL, Bit.ly, etc.
d username – direct message
Twitpitch – marketing your technology in
140 characters or less
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Twitter Do’s
• Define a plan, purpose, and goals for Twitter
• Implement planning process and editorial
reviews for publishing entries
Planning
• Set up policies for employee Tweets
• Post on a regular schedule (start small!)
• Retweet meaningful Tweets
• Leverage your keywords
• Incorporate links to other relevant sites and content
Content • Always Tweet with integrity
• Use a more personal voice
• Be transparent by including authorship
Replies
• Monitor your Twitter account
• Reply responsibly and without emotion
Technical • Take advantage of aggregation software like SocialOOmph,
stuff
Tweetdeck
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Twitter Don’ts
• Ignore your twitter plan after launch
• Get consumed and overly absorbed in twitter
• Let your emotions drive entries you might regret
• Ignore responses to your tweets
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Creating a Following
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Follow the do’s and don’ts
(see previous!)
Follow those who you want to be
followed by
Know your followers
Put a Follow Me link on your web
site, email signature, blog,
newsletter, etc.
Laura Schoppe
www.fuentek.com
Email: laschoppe@fuentek.com
Follow me on Twitter | Sign up for our newsletter | Visit our Blog
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Twitter, Blog and other Social Media content
guidelines

Micro-SM applications like Twitter enforce a short
attention span  make every word count

SM = people sharing stuff, so make sure to enable and
communicate what you want people to do
◦ e.g., retweet to their followers, link to your video, join your
LinkedIn group, etc.

Consistency and continuity are key – SM is about
relationships, so build your network every day, not just
when you need something from it.
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Twitter/blog content guidelines

Engagement is key – be friendly, and consider tweeting
as a person, rather than as an impersonal organization.
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Consistency and professionalism – even if your account
is managed by several people, use a consistent,
professionally-appropriate voice.
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It’s okay to promote your other content, events, etc. but
you must always PROVIDE VALUE. Posts can be
informative, provocative, inspiring, funny, educational, etc.
but they should never just take up space.
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Twitter tools
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Automated tweets: use your RSS feed! If you’re
producing interesting content on your blog, video
channel, etc., be sure this is showing up in your twitter
feed.
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Scheduled tweets: great tool for spacing out your
tweets without forgetting them. (Postling, FutureTweets)
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Monitoring: use automated ‘dashboards’ like Postling
(free) or HootSuite (paid) to monitor responses, retweets, etc. Make sure to respond!
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LinkedIn, Facebook, Plaxo, etc.

Create Linkedin groups that target specific
groups of leaders such as “Entrepreneur in
Residence” and “Corporate Advisors”
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LinkedIn, Facebook, Plaxo, etc.
•Push appropriate technologies to each group.
Enterprise worthy or product.
•Join Alumni groups and send notices and
requests for help. Get Alumni to make personal
introductions to the right company.
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Capitalize on the emerging
popularity of video clips

Identifying the need

Identifying the audience
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Industry
Academic
Investors
General public
Teaching
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Capitalize on the emerging
popularity of video clips
• Choosing the best candidates for film
◦ Good pictures
◦ Storyline can be identified
◦ Academic is cooperative
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Capitalize on the emerging
popularity of video clips
• Budget
◦
◦
£1k ($1k) = 1 minute (approximately)
Unless:
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Multiple locations are required for shoot
Graphics are required
Shooting time variations
Editing time
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Capitalize on the emerging
popularity of video clips

Storyboard
◦ getting the details down
◦ Clip description followed by narrative related
to the clip
◦ Timing each clip section
◦ Agreed narrative even if not used
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Capitalize on the emerging
popularity of video clips

Outsourcing vs in-house
◦ Graphics & special effects might need
specialised help
◦ Determine how many films you might
produce vs cost of hiring or purchasing kit
(with training)

Distribution and Use
◦ YouTube, iTunesU, Facebook, websites, email,
etc
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Capitalize on the emerging
popularity of video clips

Impact
◦ Will the film effectively demonstrate the
economic or societal impact of its subject?
• Lessons learned
◦ Prepare, prepare, prepare
◦ The quality of the storyboard is very
important
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Recap: Social Media
Implementation Strategy
LinkedIn,
Flintbox,
etc.
Web site with
search engine
optimization
Robust web
content (e.g.,
podcasts, videos)
Twitter
Blog
YouTube
and
SlideShare
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Example: High-Altitude
Hydration System
Initial
blog
entry
Blog
Blog entry entry on Several
announcing trade
other blogs
podcast
show
and tweets
Webpage
launch
Twitter on
podcast
Inventor
podcast
Trade
show
Twitter from
trade show
… and more …
R&D 100 award
application submitted
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Example: Leveraging social media
marketing efforts to land
mainstream media attention

Engaging PR firms
- BYU’s experience
- Business Week article
BYU’s agreement with Business Week allows
us to post the pdf as is, with no print or extraction privileges.
We encourage attendees to download the article at the link below as we will
be discussing it during the live program:
http://unicomm.byu.edu/files/byu-business-week-proof.pdf
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Q&A
Utilize the chat box to the bottom left of
your screen to submit a question to the
panel. Please address your question to a
specific presenter.
Or
Press * 1 on your touchtone phone and
this will place you into the phone queue.
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Thank you for your attendance!
Please join us on June 15th for:
The Perfect Elevator Pitch:
Sell Your IP in 3 Minutes or Less
Visit www.technologytransfertactics.com
for audioconference details and registration
information.
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