Social Media, Scientists and…Sales?
|October 29, 2013||Posted by Anharris under Communications, Content Strategy, Life Science, social media|
Was privileged to attend Hubspot’s recent Inbound Conference in Boston…One highlight was a presentation by Sonya Pelia, Director of Social Media at ThermoFisher Scientific, on “Selling to Scientists, the Most Skeptical Audience in the World.”
I’m not a scientist–but, before the talk, I was skeptical–finding it hard to imagine the scientists I’ve worked with tweeting and friending one another about new products. But, after learning that two years into its social media program, Thermo Fisher, which offers a variety of scientific instruments and tests, now gets 30 percent of its qualified sales leads from social media links to its Website and that Pelia herself now has more than 90 thousand twitter followers @chromsolutions, I’m reconsidering.
How does she Pelia do it? She posts five 400-word blog posts a week at http://chromblog.thermoscientific.com/blog/ . Each post includes 2-3 links to the ThermoFisher Web site and is summarized, with links, on twitter, Facebook, You-tube , Pinterest, Linked-in and various bookmarking sites. Some of the posts are original; many repurpose news garnered from other sites. Within two years, the blog had 3200 subscribers. The majority of useful leads come from Linked-in, Pelia said.
But other sites are, evidently, tremendously appealing to scientists and others interested in scientific fields. According to Pelia, a Facebook page called “The earth story” has half a million “likes.” Another, with the delightful title ” I f-ing love science” has 8 million.
I still believe that social media efforts strategies should depend on whom you want to reach and why– but these numbers are impressive. Clearly, for anyone seeking to reach scientists, social media is not to be ignored.
Anita Harris, Managing Director, Harris Communications Group
HarrisCom is a PR and market development agency providing media relations, content, and social media services to companies and organizations in health, science, technology and energy, worldwide.