Leslie Yuan*, Katja Reuter, Eric Meeks, Anirvan Chatterjee, Brian Turner, Maninder Kahlon

*Presenter: Director, Web Products, Clinical and Translational Science Institute (CTSI), University of California, San Francisco

Presented at AMIA, Oct 2011

Incentivize Usage & Understand Your Audience

We launched UCSF Profiles, a Research Networking Tool for UCSF

Now what? Will they come now that we’ve built it?

We have 2 Goals

Usage :

Engagement :

At launch, we worked with partners across UCSF, and created a promotional package

Promotional Package

Consistent Messaging

Consistent Branding

Introductory Online PPT

Print Brochure

Sweepstakes

Examples

During 3 weeks of launch promotion,we worked with 6 key communicators

across UCSF

Sept 17 – Oct 5, 2010

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM

UCSF Media, Doc. & Mail

UCSF Academic Affairs Faculty Development Day

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM

UCSF Media, Doc. & Mail

UCSF Academic Affairs Faculty Development Day

Direct Mailing to all ~2500 in UCSF Profiles, promoting:

- UCSF Profiles: How it works.- Sweepstakes- CTSI Services Overview

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM

UCSF Media, Doc. & Mail

UCSF Academic Affairs Faculty Development Day

UCSF Library Website

+ Newsletter

~32,000 pageviews/month

~8000 recipients

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM

UCSF Media, Doc. & Mail

UCSF Academic Affairs Faculty Development Day

~130 attendees at the luncheon/kiosk session

~50-80 attendees at each workshop

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM

UCSF Media, Doc. & Mail

UCSF Academic Affairs Faculty Development Day

News Link on SOMHome page

+ Newsletter

~ 10,000 – 15,000 visits/day

~ 2000 faculty recipients~ 5800 staff and academics

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM

UCSF Media, Doc. & Mail

UCSF Academic Affairs Faculty Development Day

Promotions had transient and sustained impact

on usage of UCSF Profiles

1 visit = 1 session: users returning to the site within 30 minutes are counted as 1 visit.

Provost Email

UCSF Library HP2 visits/Sep20th

UCSF SOM HP46 visits/Sep20th

UCSF.eduArticle

Direct Mailing

CTSI Newsletter

FacultyDev. Day

SOM eNewsletter

SweepstakesDeadline

UCSF Library eNewsletter

43 visits/Sep28t

h

Sustained Increase 5 Months after Initial Promotion

Dates

Number of Visits/Day

09/20/2010 03/10/2011

1 visit = 1 session: Users returning to the site within 30 minutes are counted as 1 visit.

Traffic = Engagement

Provost Email

UCSF Library HP2 visits/Sep20th

UCSF SOM HP46 visits/Sep20th

UCSF.eduArticle

Direct Mailing

CTSI Newsletter

FacultyDev. Day

SOM eNewsletter

SweepstakesDeadline

UCSF Library eNewsletter

43 visits/Sep28th

18

Time to take a closer look…

Increased Number of Edited Profiles Due to Promotion

A sweepstakes entry requirement led to additional curation

UCSF Profiles Everywhere!

UCSF.edu News

Cross link names to UCSF Profile

Place links where ever possible

Integrated into campus directory: one of the most heavily trafficked sites at UCSF

Sources of network visits to UCSF Profiles

Google-based

Share the Wealth

... integrate UCSF Profiles’ data with othermajor UCSF Department and Division websites.

Sharing UCSF ProfilesData

700+ campus profiles

updated automatically

from UCSF Profiles

The “Pub” Feed

26

Find the Vertical Targets

Targeted talks and emails to address specific groups and sweet spots

27

Push out Relevant Info… coming soon

Send emails to people when there’s action!

28

Where are we now?

3,840 Profiles in the system, with88,000+ publications

29

Steady growth in usage

5,000+ Visits per week 130,000 Unique Visitors

371,000 Page Views

Who Edited their Profile since Launch Sep 2010-March 2011

Note: Total edited Profiles = 781 (20%)

% of population who edited their profile

(197)(146)

(4)

(65)

(96)

(243)

Takeaway

x

32

We Used Multiple Strategies Over Time

Marketing and Outreach

Approaches

Vert

ical

App

roac

hes

Top 5+ List

1. Leadership buy-in

2. Pre-populate

3. SEO (and use your analytics!)

4. Friends and partners

5. Consistent messaging

To the Virtual Home team at CTSI, UCSF

…especially to Katja Reuter, Anirvan Chatterjee, Mini Kahlon

Thanks To Our Friends and Partners:

Lisa Cisneros, Director of Web Communications, UCSF News OfficeJeff Bluestone, Exec. Vice Chancellor and Provost, UCSF EVC OfficeGail Persily, Director Education, Public Service, UCSF LibraryLeslie Kleinberg, Web Coordinator, UCSF LibrarySarah Paris, Director of Communications, UCSF School of MedicineSarah Zins, UCSF Academic Affairs Judy Flannery, Marco Sanchez, Reggie Sparks, UCSF Media, Doc. & Mail

Questions? Contact: leslie.yuan@ucsf.edu