new role social media in

scientific community

1 4 M a r c h 2 0 1 1

j ö r g k u r t w e g n e r ,

g e r t v a n k e r c k h o v e n &

y v e s d e c a t

p. 2 • social media UA • 14 03 11

long term communication partner of

Janssen Research & Development

who is talking?

exchange knowledge/ideas/… stimulate young scientists

align business & academic world

promoting science

interdisciplinary cooperation & open

innovation

gert van kerckhoven

yves decat

acknowledged

scientific community

builder

jörg kurt wegner

p. 3 • social media UA • 14 03 11

strategic communication platform

corporate & marketing

consultancy

creation

& implementatio

n

consultancy

board room consultancy &

audits

change management

issue & crisis management

training & development

communication

grafical

design

employercommunication

corporate communication

marketing

strategic & pragmatic partner

for long term solutions

our aim

p. 4 • social media UA • 14 03 11

issue management

corporate communication

employer branding

marketing

p. 5 • social media UA • 14 03 11

• European bus trip from Scandinavia to

Torino

• 20 students life sciences from 4 prominent

European universities:

Lund, Copenhagen, Amsterdam, Antwerp

• biannual pan-European meeting dedicated to scientific

research and innovation

• contributes to:

• development of a European scientific identity

• bridging the gap between science and society

• exchanging scientific information

• interdisciplinary contacts

• communication in the scientific field

p. 6 • social media UA • 14 03 11

enthusiasm

p. 7 • social media UA • 14 03 11

no knowledge &

no engagement/participation/familiarity

with social media

• Facebook page

• info session Jörg

• blogs & links Jörg

• digital camera

tools

• tight schedule

• not scientific

• little to no involvement

• what’s the use?

• …

reasons

”My opinion about the use of social media has changed

radically. On forehand I was very skeptical about that. It is

mainly used for social chit-chat. What I didn’t recognize

was that it can be a strong instrument in science.“(Jan-Hein Hooijschuur)

most important learning

p. 8 • social media UA • 14 03 11

remarkable

# messages

last 40-50 years

communication = difference maker

scientific communication = textbook

example

Me: A few words ...

@joergkurtwegner

Photo – Flickr – susanbrandstudio

I am a chemist

with a PhD in computer science

Photo – Flickr – mercuryvapour

While studying I searched in books

Photo – Flickr – emdot

I am in big pharma, knowledge management and communication is not only important, it is a critical strategy!

Regulations

Patients

-OMICS

Last 10 years

x5from 100k to 500k

Literature

Last 10 years

x1.6from 500k to 800k

Now, not only publications, but alsodata sources are ‘exploding’

Search and global collaboration withnon-digital media is not efficient, anymore.

Photo – Flickr – Chris Devers

Competition is global and efficiency is key! A growing long-tail raises a challenge forresearch funding (and business sponsors)

popularity

topics

Increase of new, user-centric and opportunities

How can we improve this?

Increase networking capacity, knowledge management, and

improve scientific communication (on multiple levels)

Making Deeper Connections

Photo – Flickr – Naveen Roy

Managing and tying knowledge together

The ESOF network was created and stays tightly connected

ESOF network

Source: FaceBook, SocialGraph, joergkurtwegner

Collaborative literature management alsoincreases findability

Do you still believe your publications geta constant attention?

Angewandte Chemie, 2011. DOI 10.1002/anie.201007335

Every connection adds and measures value

Photo – Flickr – Pink Sherbet Photography

Note: A publication is just one form of

communication and knowledge we

need to manage

I am Wegner, JK

Jörg Kurt WegnerJoerg Kurt WegnerJoergkurtwegner

…Indentity managment

is critical

Digital communication examples

... and growth strategies

Scientific knowledge managment examples

There's a Mitsunobu inversion, via thiophenol, which occurs on a brutally hindered tertiary alcohol, which is certainly not something I'd expect to happen, or count on midwaythrough a thirty-odd step route.… But according to Rychnovsky, the published structure for the natural product has to be wrong!

The Hexacyclinol showdown! The power of science 2.0

Like almost every other chemistry journalist and blogger at the ACS meeting, I spent Wednesday afternoon at the "Total Synthesis of Complex Molecules" symposium, or as I’d come to think of it: "The Hexacyclinol Showdown.“!

Sources: [1], [2], [3], [4], [5], [6], [7] Blogging

Tips: Be honest, “real”, regular,be part of the crowd (one of us)

• Derek’s blog is very well established:– He got featured by Nature publishing group– Serves as a meeting place for pharma

people, posts can be triggered by audience

26Blogging

The digital age is the ‘metric’ age

27

Knowledge=People+InformationIntegration

Personal metrics are keyContribution transparency!

Blogging

Growth tips: A bi-directionalintegration is a win-win senario!

28

Knowledge=People+InformationIntegration

• Integration of other personal content• Facilitating sharing with network• Facilitating findability

Blogging

Growth tips: A bi-directionalintegration is a win-win senario!

29

Knowledge=People+InformationIntegration

My blog

Chemspider.com

Strenghten connectivity over silos

Blogging

Static: Flickr, GoogleMobile: Posterous

30

Mobile: post@posterous.com

Image sharing

Holly Blue

Growth tips, check what is trendin friend networks and expand

knowledge=people+information

31

Best of the day

Microblogging

Growth tips: Twitter analyticsCytoscape and Google-OpenSocial

Find strong hubs in your networks, e.g.which Twitter followers have strong hubs you are not following till now?

32Microblogging

Science wikisAn editable database the easy way

33Wiki

Growth tips – Break down the silosMake use of semantic crowd-sourcing

• http://reflect.ws“social” curation of content

• Mashups increase efficiency and decreases “discovery costs”

34Semantic web

For an efficient „digital“ communicationA training for scientists is a recommended strategy.

Questions? @joergkurtwegner

p. 36 • social media UA • 14 03 11

convince students of added value

of social media

social media day

create awareness

social media as integral part of

curriculum

prepare & coach

integrate in education

positioning of UA as pioneer

PR opportunities

presentation ‘new role social media

in scientific community’

what’s next?