Tech Transfer Central
University-Industry Engagement Advisor

Turn Social Media into a Marketing Home Run for Your TTO

Format: On-Demand Video, DVD, or PDF Transcript
Originally presented: February 22, 2011

Twitter Facebook Linkedin Pinterest Email
Price: $197
order optionsorder buttonorder buttonorder button view cart

Blogging, Twitter, Facebook, LinkedIn, YouTube, Plaxo and many other social media avenues offer nearly limitless opportunities: from forging strong relationships with faculty, students and the business community to pushing your available innovations in front of a captive audience. But just like any other traditional marketing channel, the keys to success are in the planning and execution. And if you’re like many IP marketers and tech transfer professionals, you recognize the vast potential yet struggle with how to implement effective strategies to capitalize on that potential in the real world.

That’s why Technology Transfer Tactics has brought together a unique panel of experts who are successfully utilizing social media to garner attention for their technologies, create active communities surrounding their innovations, and bring more licensees in the door.

During this interactive, program you’ll learn best practices and strategies for effectively utilizing a myriad of social media platforms.

Turn Social Media into a Marketing Home Run for Your TTO

This how-to program focuses on three distinct segments of social media utilization:

  • PR and Brand Recognition Strategies
  • Building Communities of Engaged Followers by:
    • Extending your organization’s reach beyond the usual suspects
    • Continuing the conversation with “insider” news and announcements
    • Adding value with external links and resources of interest to your community
    • Becoming a part of your constituents’ daily lives
    • PLUS: Insight into what social media platforms are most successful for community-building efforts
  • Social Media Marketing Tactics Designed to:
    • Create better visibility for your technologies
    • Increase your volume of high quality leads
    • Create “pull” marketing dynamics


Our experts will also cover:

  • What to Know BEFORE You Get Started
    • How does your university’s media policy affect your social media efforts?
    • Step-by-step direction for rolling out your marketing plan – whether it’s community-focused or license-focused
  • How to measure and monetize your social media footprint by using tools to track:
    • Website traffic
    • Follower/fan behavior
    • Number of unsolicited leads
    • Number of deals closed or in process from unsolicited leads
    • And many more immediately useful takeaways so you can begin crafting, improving, and implementing your social media plan today!

Your Panel of Presenters:

Morgan E. Estabrook, M.M.C., Outreach and Communications Manager, University of Virginia Patent Foundation. Ms. Estabrook manages the Patent Foundation’s communications strategy, public and media relations, website, social media networks and publications. Her work has been honored by the American Marketing Association (AMA), the Council for Advancement and Support of Education (CASE) and McMurry’s Center for Professional Excellence. Ms. Estabrook previously served as senior writer and production manager for the U.Va. School of Engineering and Applied Science and as interim production manager for U.Va.’s College and Graduate School of Arts & Sciences.  Follow the U.Va. Patent Foundation at,, and

Karen Hiser, Senior Consultant, Fuentek, LLC. Ms. Hiser has presented sessions on using social media to several organizations, including the Association of University Technology Managers® eastern regional chapter, and the Women Presidents Organization. As a senior consultant for Fuentek, Hiser serves as client lead for NASA’s Marshall Space Flight Center and other university and federal customers. Hiser’s background includes more than two decades of experience in business and technology, including eight years in the federal sector, and extensive experience in technology assessment, in-depth market research, and client relationship management. You can follow Karen (@khiser2010) and Fuentek (@fuentek) on Twitter, connect with Karen on LinkedIn (, and read Fuentek’s blog (

Lindsay Lennox, Marketing and Communications Manager,  University of Colorado Technology   Transfer Office. Ms. Lennox manages PR and events both within and outside the university community, as well as coordinating technology marketing outreach. Ms. Lennox has developed  several social media communications initiatives for CU’s TTO. In 2009 she managed the launch of the CU TTO blog ( as well as bringing the office onto Twitter (@coloradotto). These initiatives have been successful in expanding the CU TTO’s penetration into the vibrant local technology communities, especially the start-up community.

Our Guarantee of Quality and Value
We stand 100% behind the quality and value of our products. If you are dissatisfied, simply let us know and we will send you an immediate refund for your entire order -- no questions asked.

CLP and CLE Credits Available
Many state bars require written certification of attendance from the program sponsor. When you receive the access instructions for a live webinar, you will be directed to a webpage to download program materials. Included in these materials is an attendance form which should be completed and returned to us immediately following the presentation.

Please review your State Bar’s policy on distance learning credits prior to submitting the non-refundable application fee. We submit CLE applications (excluding NY, NJ, IL, LA & PA) for an additional $50 (unless otherwise specified upon checkout). Approval times vary per state and cover all attorneys in attendance. Application is not a guarantee of approval and attendance forms must be submitted following the program.

CLP Credits are also available.

Ordering Options
Choose from a variety of options below -- all including the original program materials.

order buttonorder buttonorder button
view cart

Click here for a printable order form