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From their growing use of discussion boards, blogs, wikis, video and podcasts, scientists are learning how to employ Web 2.0 and social media tools to good effect. This presentation gives an overview of which tools they are using and why.
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© 2009 BioInformatics, LLC www.gene2drug.com 1
www.gene2drug.com
BioInformaticsmarket insights from gene to drug
Scientists and Social Media
Presented by
© 2009 BioInformatics, LLC www.gene2drug.com 2
Conducted by BioInformatics, LLC in conjunction with PJA Advertising + Marketing
19-question online survey was fielded to selected members of The Science Advisory Board
Bi-annual tracking study
Wave I: 1,510 responses were collected between October 29 and November 2, 2007
Wave II: 1,557 scientists participated in this survey between May 27 and May 30, 2008
Introduction
© 2009 BioInformatics, LLC www.gene2drug.com 3
The Anthropological Roots of Social Networking
© 2009 BioInformatics, LLC www.gene2drug.com 4
Social Media—1991
© 2009 BioInformatics, LLC www.gene2drug.com 5
Social Media—1995
© 2009 BioInformatics, LLC www.gene2drug.com 6
Social Media—1998
© 2009 BioInformatics, LLC www.gene2drug.com 7
Social Networks Have Evolved
© 2009 BioInformatics, LLC www.gene2drug.com 8
Scientists also use “commercial” social media.
© 2009 BioInformatics, LLC www.gene2drug.com 9
Scientists Join Social Networks Too
© 2009 BioInformatics, LLC www.gene2drug.com 10
A Significant Untapped Opportunity
Opportunity to engenders sense of community among customers
Leverage strong sense of shared identity
Customers can contribute to new product development.
Share valuable information between supplier and user
Scientists do not need to be convinced of social media’s utility
© 2009 BioInformatics, LLC www.gene2drug.com 11
Scientists interact with various forms of social media throughout the day.
Less than
30 minutes
30 minutes
to 1 hour
1 to 2
hours
2 to 4
hours
More than
4 hours
Total
Respondents
Discussion groups/message boards/forums 57% 27% 12% 3% 1% 722
Online communities/social networking sites 59% 27% 9% 3% 2% 394
Content aggregators/portals/ mashups 44% 31% 16% 5% 5% 326
Blogs 60% 27% 11% 2% 0% 283
Wikis/social bookmarking 55% 30% 10% 2% 2% 231
Podcasts/audiocasts 53% 27% 17% 2% 1% 228
Video content 61% 26% 10% 3% 0% 166
Widgets 56% 22% 12% 7% 2% 96
© 2009 BioInformatics, LLC www.gene2drug.com 12
Social media use has changed since 2007.
61%
30%
25%
29%
27%
26%
25%
30%
3%
72%
35%
28%
44%
3%
25%
27%
19%
19%
Company Web sites
Content aggregators
Editorial Web sites
Online retailers such as VWR and Fisher
Scientific
Printed trade magazines
Printed catalogs or buyer's guides
Third party online portals
User-generated content
None of the above
2008 (n=1,422)
2007 (n=1,362)
© 2009 BioInformatics, LLC www.gene2drug.com 13
Primary social media tools used by scientists
Age
Discussion boards
and forums
Social networking
sitesBlogs
57% 37% 27%
Discussion boards
and forums
Social networking
sites
Content
aggregators
52% 28% 22%
Discussion boards
and forums
Content
aggregators
Social networking
sites
46% 23% 22%
Discussion boards
and forums
Social networking
sites
Content
aggregators
38% 18% 17%
Discussion boards
and forums
Social networking
sites
Content
aggregators
36% 24% 16%
Social Media Tools
21 to 30
(n=204)
31 to 40
(n=567)
Over 55
(n=148)
51 to 55
(n=165)
41 to 50
(n=460)
© 2009 BioInformatics, LLC www.gene2drug.com 14
Social media provide scientists with a fresh perspective.
52%
42%
27%
25%
26%
Discover more options
to solve a problem
Faster access to news,
research, and trend
information
Probe more deeply into
a solution than dealing
with a vendor and their
customer references
Participate in active
dialogue with
colleagues and
competitors worldwide
No change
© 2009 BioInformatics, LLC www.gene2drug.com 15
Social media appeals to the most fundamental values of science —communicating, contributing and collaborating.
Allows me to make a
more educated decision
about purchasing new
products and/or
technologies
Facilitates the sharing
of ideas with
colleagues and/or the
scientific community
Makes it easier to
research new
products and/or
technologies
Simplifies my lab
workflow
Total
Respondents
Blogs 27% 49% 23% 2% 259
Content aggregators/portals/mashups 39% 13% 42% 6% 455
Discussion groups/message boards 26% 52% 19% 3% 752
Online communities/social networking sites 22% 50% 23% 5% 458
Podcasts/audiocasts 36% 24% 36% 4% 172
Wikis 32% 19% 38% 10% 355
© 2009 BioInformatics, LLC www.gene2drug.com 16
Tried-and-true discussion boards still dominate the social media landscape.
50%
31%
30%
24%
17%
11%
23%
Discussion groups / message boards
Online communities / social networking
sites
Content aggregators / portals / mashups
Wikis
Blogs
Podcasts / audiocasts
Not applicable: I don’t use these tools for
my research and/or professional activities
n=1,510
© 2009 BioInformatics, LLC www.gene2drug.com 17
Insight and opinion from peers provides balance to vendor-supplied information.
Offers more
accurate
information
related to news
and trends
Provides
information to
stay ahead of the
competitionAllows my lab to
operate more
globally
Offers the ability
to participate in
conversations
with peers
Provides access
to objective
feedback on
products and
services from
multiple sources
45%
22%
21%
8%
4%
© 2009 BioInformatics, LLC www.gene2drug.com 18
“Visiting” an online community is a form of participation.
0% 20% 40% 60% 80% 100%
BioTechniques Protocol Guide
Nature Protocols
Protocol Online
Cold Spring Harbor Protocols
Wiley's Current Protocols
Springer Protocols (Humana Press)
The Science Advisory Board
Nature Networks
ScholarOne
InnoCentive
Scientist Solutions
American Chemical Society Member Network
Biomedexperts.com
KnowledgeMesh
Aware Of (n=1486) Use/Have Used (n=1219)
Traditional Online Tools
Web 2.0/Social Collaboration
© 2009 BioInformatics, LLC www.gene2drug.com 19
Scientists agree that social media has influenced their purchasing decisions—but not the purchasing process.
Strongly
AgreeAgree No Opinion Disagree
Strongly
Disagree
Total
Respondents
They have helped me to make a
more informed decision9% 45% 21% 16% 9% 1,355
They have made the purchasing
process faster and more efficient4% 23% 39% 25% 10% 1,349
They have had little to no influence
on the purchasing process17% 29% 20% 27% 6% 1,355
© 2009 BioInformatics, LLC www.gene2drug.com 20
Scientists want content that helps them do their jobs better.
82%
77%
70%
51%
49%
29%
22%
20%
16%
13%
1%
Application and troubleshooting tips
Protocols
Product reviews
Topic-based chat areas
and discussion forums
Career development information
Experiment results (images)
contributed by members
Webcasts/virtual seminars
Community blog
Personal profiles
Topic-based podcasts
Other
© 2009 BioInformatics, LLC www.gene2drug.com 21
Suppliers can tap into social media.
Social Networks
Blogs
Rating Systems
WikisCollaborative Ranking
Video Sharing
Social Bookmarks
Podcasts
User Reviews
© 2009 BioInformatics, LLC www.gene2drug.com 22
Monitor and participate in third party sites.
© 2009 BioInformatics, LLC www.gene2drug.com 23
Integrate social media into traditional MARCOMM.
© 2009 BioInformatics, LLC www.gene2drug.com 24
Make your site a destination for what life scientists care about.
© 2009 BioInformatics, LLC www.gene2drug.com 25
Let users talk back.
© 2009 BioInformatics, LLC www.gene2drug.com 26
Link to what’s hot.
© 2009 BioInformatics, LLC www.gene2drug.com 27
Advertise on the right blogs.
© 2009 BioInformatics, LLC www.gene2drug.com 28
Monitor the conversation.
© 2009 BioInformatics, LLC www.gene2drug.com 29
Find your Influentials.
© 2009 BioInformatics, LLC www.gene2drug.com 30
Deputize the most devoted.
© 2009 BioInformatics, LLC www.gene2drug.com 31
Start a podcast series.
© 2009 BioInformatics, LLC www.gene2drug.com 32
Unify your social media initiatives.
© 2009 BioInformatics, LLC www.gene2drug.com 33
For more information on this engagement…
Market Research & Consulting for the Life Science Industry
Bill Kelly
703-778-3080 x15
BioInformaticsmarket insights from gene to drug
www.gene2drug.com
TheScience
AdvisoryBoard
www.scienceboard.netwww.lifescienceexec.com
The Life ScienceEXECUTIVEEXCHANGE