Incentivize use of UCSF Profiles
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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
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UCSF Profiles: incentive and promotion plans and results for this research networking tool Presented at AMIA 2011
Transcript of Incentivize use of UCSF Profiles
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
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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
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Find the Vertical Targets
Targeted talks and emails to address specific groups and sweet spots
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Push out Relevant Info… coming soon
Send emails to people when there’s action!
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Where are we now?
3,840 Profiles in the system, with88,000+ publications
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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
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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: [email protected]
