Social Media For TTOs: Best Practices for Branding, Relationship-Building and Marketing Innovations

Program agenda:

1. Understand the difference between brand-building and tech marketing – and how social media can be used for both.
2. Engaging your audience
   1. Defining your audiences
   2. Description of our audiences, internal and external
   3. Be clear about what you want conversations with each audience to be about; formulate a matrix
3. Creating your TTO’s brand/persona/identity/voice/visual vocabulary
4. What to post?
   1. Inventions available? (Marketing!)
   2. Office updates? Staffing changes? (Relationship building)
   3. Start-up/licensing stories? (Proof points)
   4. Event photos
   5. News about inventors, research (Relationship building)
   6. Using hashtags and handles effectively (Start the conversation by direct address!)
5. Quality control of content:
   1. How good does it need to be for this moment, this medium, this audience?
   2. Post from your iPhone? Or use a professional video crew?
   3. Frequency
6. Different platforms for different purposes
   1. Who do you want to reach/engage on Facebook? Twitter LinkedIn? Instagram? Etc.
   2. Defining your goals for each – and how to measure success. How will you know you’re being effective?
7. Analytics: If you can’t measure it, should you really be doing it?

Social media offers tech transfer and industry engagement offices a potentially powerful array of tools for increasing your brand recognition, forging strong relationships with faculty, students and the business community, and even as a vehicle to market innovations. But maximizing the impact of your social media marketing requires know-how that most offices don’t yet have – and as a result those efforts in many cases are scattershot, poorly targeted, and ineffective

Success and impact lie in the planning and execution of your messages, and having a solid understanding of the various social media platforms and how to best employ them in the context of research commercialization, and its various stakeholders.

To help you master these tools and techniques, we’ve partnered with two social media experts working in two leading university TTOs to present this detailed, how-to program.

This session will delve into best practices for social media brand-building, tech marketing, and relationship-boosting by giving you proven strategies and veteran guidance for crafting creative, clear messages using your TTO’s persona, voice and identity.

Program Leaders