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www.gene2drug.com 1 www.gene2drug.com BioInformatics market insights from gene to drug Scientists and Social Media Presented by

Scientists and Social Media

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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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Page 1: Scientists and Social Media

© 2009 BioInformatics, LLC www.gene2drug.com 1

www.gene2drug.com

BioInformaticsmarket insights from gene to drug

Scientists and Social Media

Presented by

Page 2: Scientists and Social Media

© 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

Page 3: Scientists and Social Media

© 2009 BioInformatics, LLC www.gene2drug.com 3

The Anthropological Roots of Social Networking

Page 4: Scientists and Social Media

© 2009 BioInformatics, LLC www.gene2drug.com 4

Social Media—1991

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© 2009 BioInformatics, LLC www.gene2drug.com 5

Social Media—1995

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© 2009 BioInformatics, LLC www.gene2drug.com 6

Social Media—1998

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© 2009 BioInformatics, LLC www.gene2drug.com 7

Social Networks Have Evolved

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Scientists also use “commercial” social media.

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© 2009 BioInformatics, LLC www.gene2drug.com 9

Scientists Join Social Networks Too

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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

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© 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

Page 12: Scientists and Social Media

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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)

Page 13: Scientists and Social Media

© 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)

Page 14: Scientists and Social Media

© 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

Page 15: Scientists and Social Media

© 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

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© 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

Page 17: Scientists and Social Media

© 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%

Page 18: Scientists and Social Media

© 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

Page 19: Scientists and Social Media

© 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

Page 20: Scientists and Social Media

© 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

Page 21: Scientists and Social Media

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Suppliers can tap into social media.

Social Networks

Blogs

Rating Systems

WikisCollaborative Ranking

Video Sharing

Social Bookmarks

Podcasts

User Reviews

Page 22: Scientists and Social Media

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Monitor and participate in third party sites.

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© 2009 BioInformatics, LLC www.gene2drug.com 23

Integrate social media into traditional MARCOMM.

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Make your site a destination for what life scientists care about.

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Let users talk back.

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Link to what’s hot.

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Advertise on the right blogs.

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Monitor the conversation.

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Find your Influentials.

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Deputize the most devoted.

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Start a podcast series.

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Unify your social media initiatives.

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© 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

[email protected]

BioInformaticsmarket insights from gene to drug

www.gene2drug.com

TheScience

AdvisoryBoard

www.scienceboard.netwww.lifescienceexec.com

The Life ScienceEXECUTIVEEXCHANGE