Posts Tagged ‘invitrogen’

Life Science Facebook Engagement: Which Companies Are Creating ‘Contagious’ Pages?

Recently Facebook announced a new metric, ‘people talking about,’ would be available on the left sidebar of pages below the number of likes. The number shows how many people have interacted with the page by liking it, commenting, or sharing, and it is meant to show how active a page is. We used this number to do an analysis of around 45 life science companies on Facebook, helping us to understand which companies are successfully engaging life scientists, and why they are successful. Two charts are needed to fully understand the data, and you can also look at the raw data in the Google document. The first chart shows the number of ‘people talking about’ for each page, along with the percent engagement, or this number divided by the total number of ‘likes’ for a page. You can see that Life Technologies holds all five top spots for ‘people talking about’: Invitrogen, Applied BioSystems, Life Technologies, Molecular Probes Handbook Club, and GIBCO Cell Culture. We applaud them for their efforts, and have been tracking their activity, which helps us to understand what the numbers mean. The Invitrogen and Applied BioSystems pages were launched about six months ago, and we noticed […]

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A Picture is Worth 1K Words: Using Word Clouds for Life Science Marketing and Communication

Life Technologies Social Media Word Cloud made using the RSS Feed and Tagxedo (click to enlarge) Word or tag clouds are visualizations which help us to understand the meaning of an aggregate of text by correlating the size of the words with their prevalence in it. As the title suggests, the picture shown here describes the concept best. While the depictions are often correlated with blogs, twitter streams, and other social media, their utility extends beyond this area. In this post, we list several ways that life science companies can use word clouds to understand customers’ needs and adapt marketing and communication strategies to meet them. Analyzing Social Media Sentiment. For the life science marketer, comments made by life scientists on social media applications represent an ‘amorphous’ form of market research. Instead of direct questions being asked and answered, researchers give candid opinions about research areas, products, events, or anything else they want to talk about. As an example, check out the word cloud made from the Society for Neuroscience 2010 meeting tweets. From this cloud, you can see that important topics at the meeting were Glenn Close‘s talk, an article about spooky coloured auras (from a non-American author), and […]

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Sound Bytes: Links and Tips For Life Science Marketing & Social Media 11/2/2010

Here is our latest collection of links and tips for life science marketing and social media: Life Technologies’ New Look Someone could write a book about the different branding of Life Technologies throughout the years. To me, they were the first company to really bring a distinctive branding to life science products, and I think following them is important to learn about how companies can deal with the challenges of consolidation. Check out how they’re using the Life Technologies brand as an umbrella for the many company brands they represent. One former Invitrogen employee told me that it is reminiscent of IVGN’s early days. What do you think? It is also interesting in light of CEO Greg Lucier’s comments that the company will expand into the medical area in the next year. Will this new branding be used, or will they require more differentiation for this market? The Social Network. I just saw this movie about the genesis of Facebook and I’m ‘assigning’ it to anyone who is interested in creating social media applications for life scientists. While the movie tends to focus on the negatives of the early days of Facebook, it also shows how this application, which faced […]

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Sound Bytes: Links and Tips For Life Science Marketing & Social Media 10/14/2010

Here is our latest collection of links and tips for life science marketing and social media: Life Technologies launches Invitrogen Select, a publication alert aggregator. As we’ve talked about here, research publications are the ‘glue’ that tie life science researchers together, and LIFE is ingeniously tapping into this with it’s new Invitrogen Select website and service. Researchers can sign up for publication alerts in a variety of fields, and LIFE adds an unobtrusive text advertisement at the end of the publication titles. It’s a nice tool for researchers because it is difficult to set up Pubmed alerts which all appear in one email. How to build a social media cheat sheet for any topic. This is brilliant and self explanatory, I highly suggest doing it to become an expert on any life science topic and/or to generate content for your social media campaigns. If you don’t feel as though you have the time, check out our Custom RSS service, we can generate daily emails for you. The buzz is all about Quora right now… Quora is a site everyone’s talking about, it is a ‘clearing house’ of questions and answers for any topic. It looks like it will be good […]

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Sound Bytes: Links and Tips For Life Science Marketing & Social Media 10/01/2010

Here is our latest collection of links and tips for life science marketing and social media: Commentary on social media and science from David Bradley Where is social media for life scientists headed? Read thought leader David Bradley’s commentary on the subject, and also be sure to read Brian Krueger’s blog post as well. The importance of finding value is underlined, as well as the challenges at hand, and it will help you learn how your company can leverage social media to help and attract life scientists. Life Technologies launches the Molecular Probes Technology Network and the Protocol Exchange for transfection. Related to the first links, Life Technologies is dabbling in social media communities for life scientists with these new applications, which are focused around protocols and discussions. Will they gain traction? Time will tell, however the similar (from an application perspective) Stem Cell Network they launched a few months ago seems to be languishing. Do the networks meet our STIR Social Media system criteria, which we believe are needed for success? You decide! New Twitter launches…kind of… Twitter is launching a new web interface, which you can learn about in real time by following the #newtwitter hashtag. The interface […]

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Attracting Life Scientists and Maximizing ROI: Comprendia’s STIR Social Media System

A few months ago we did an analysis of life scientists’ utilization of social media applications, studied the applications ourselves, and published our findings. Based on this study, and our own experience, we’ve developed the STIR Social Media™ system which helps life science companies develop strategies and tactics which will both attract life scientists and maximize their return on investment (ROI). STIR is an acronym for the four attributes which social media applications and campaigns must achieve to succeed: Sticky, Transparent, Intuitive, and Resonating. In our workshops and on this blog, we’ve pointed out that life science companies have been utilizing strategies and tactics that are similar to those behind social media for decades. Social media is about ‘paying it forward’ and providing resources which go beyond self-promotion, see this blog post for some examples of life science companies who have been doing this for years. Social media involves taking these resources to the next level, and using all the web 2.0 tools available to engage scientists in a two-way conversation rather than broadcasting messages to them. This can be tricky, and based on our studies and experience, we’ve developed the STIR Social Media system to help, its four attributes […]

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