From Classroom to Content: Turning Stanford Business Professors into Rockstars

Deborah Petersen, Editorial Operations ManagerKaren Lee, Social Web & Email Strategist

Schools Are Schools, Not Publishers

Being a Publisher is a Mindshift

Professors = Biggest Sources of Talent

The Professors Provide the Tunes

A marketing scholar studies happiness.An organizational behavior professor shows how to negotiate a raise.An expert in Neuroeconomics explains the best time of day to make a decision.A finance professor explains the art of getting startup funding.

Turning Professors into Rockstars

Stanford Business EntourageEditorial● Oversee and collaborate with professors● Translate research into insights and hitsPR● Secure media exposure and interviewsDigital● Distribute hits across digital channels

Cultivating Talent

LibrarianEditorWriter,

Turning Academic Content into Hits

1. What’s the hook?2. What’s the best way to tell the story?3. What’s the best way to promote?4. What’s the best way to recycle/remix?

Oldies But Goodies

1. Why “evergreen” content matters2. The power of repackaging content

a. Website: Collection of quotes and tips from business leaders (GM CEO Mary Barra, Venture Capitalist Marc Andreessen, Oprah Winfrey)

b. Tumblr: Round-ups of articles and insights by theme: “10 Tips to Make you More Powerful at Work,” “Why Optimism is Necessary in Business.”

Where We Play & Place The Hits

Extending Our Reach

Website 99K page views per month

Social Media 640K followers

Email 40K subscribers

Magazine 28K subscribers

Partners 35K visits per month

#1 Hits

Ilya Strebulaev Academic Area: FinanceHook: Angels

Are Angel Investors the New Disruptors?

1. Hook: Better understand angel investors2. Story Format: First person, 884 words3. Promote: Entrepreneurs, Investing4. Remix: Abbreviated List, illustration

Are Angel Investors the New Disruptors?

1. Hook: Better understand angel investors

2. Story Format: Expanded List, illustrations

3. Promote: Entrepreneurs, Investing4. Remix: Magazine

Margaret Neale Academic Area: OBHook: Inequality, Negotiation

A Few Bad Hair Days Can Change Your Life

1. Hook: How you look affects how you behave

2. Story Format: 1,048 words3. Promote: Career, personal

success4. Remix: Media partner - catchy

headline, visuals

A Few Bad Hair Days Can Change Your Life

1. Hook: How you look affects how you behave

2. Story Format: 1,048 words3. Promote: Career, personal

success4. Remix: Email - different subject

line and headline

Does Breaking Bread Help Make Negotiation a Success?

1. Hook: Why negotiation over lunch is not always smart

2. Story Format: Interview3. Promote: Negotiation 4. Remix: Media Partner,

Changed headline, photo

Baba Shiv Academic Area: NeuroeconomicsHook: Decision-making

The Art of the Imperfect Pitch

1. Hook: How to manage up to your risk-averse boss

2. Story Format: Written by the professor, first person

3. Promote: Innovation4. Remix: Quote, photo quote

How Do You Find Breakthrough Ideas?

1. Hook: How to be your best2. Story Format: 1,549 words, 3. Promote: Innovation, Creativity,

Productivity4. Remix: Text, video, quotes

The Art of the Imperfect Pitch

1. Hook: How to manage up to your risk-averse boss

2. Story Format: Written by the professor, first person

3. Promote: Innovation4. Remix: Quote, photo quote

Jeffrey Pfeffer Academic Area: OBHook: Power

10 Tips for Building Stronger Networks in Work & Life

1. Hook: Networking tips2. Story Format: Practical tips

from an e-book3. Promote: Networking, Career4. Remix: Tweet Tips, Partners

10 Tips for Building Stronger Networks in Work & Life

1. Hook: Networking tips2. Story Format: Practical tips

from an e-book3. Promote: Networking, Career4. Remix: Magazine

Jennifer Aaker Academic Area: MarketingHook: Happiness

Millennial Searchers

1. Hook: Happiness 2. Story Format: NYT Op-ed3. Promote: RT @aaker4. Remix: Stanford news, GSB

magazine, website

Thank You! Questions?

@deborapetersen@karenlee