Katja Reuter* , Leslie Yuan, Rachael Sak, Kristine Moss, Cynthia Piontkowski, Eric Meeks, Maninder Kahlon *Presenter:  Man...
We had two  goals ...
UCSF Community Promote UCSF Profiles  to the UCSF Community ~ 2,400 faculty and 20,400 staff 1 Engage those represented in...
Working with partners across the UCSF campus,  we needed a  promotional package  to support them...
Promotional Package  <ul><li>Consistent Messaging: Talking Points  </li></ul><ul><li>and Email Template </li></ul><ul><li>...
During  3 weeks  of 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  ...
UCSF Community UCSF  News Office UCSF  EVC Office UCSF  Library UCSF  SOM UCSF  Media, Doc. & Mail UCSF Academic Affairs  ...
Direct Mailing to all ~2500 in UCSF Profiles, promoting: - UCSF Profiles: How it works. - Sweepstakes - CTSI Services Over...
UCSF Library Website + Newsletter ~32,000  pageviews/month ~8000   recipients UCSF Community UCSF  News Office UCSF  EVC O...
~130  attendees  at the luncheon/kiosk session ~50-80  attendees  at each workshop UCSF Community UCSF  News Office UCSF  ...
News Link on SOM Home page + Newsletter ~  10,000 – 15,000   visits/day ~ 2000  faculty  recipients ~ 5800  staff and acad...
Promotions had  transient and sustained impact  on usage of the research networking tool, UCSF Profiles.
1 visit = 1 session:  users returning to the site within 30 minutes are counted as 1 visit.  Provost Email UCSF Library HP...
Sustained Increase 5 Months after Initial Promotion Dates Number of Visits/Day 09/20/2010 03/10/2011
Increase in Visits DOES NOT Necessarily Translate  into Increased Contributions 1 visit = 1 session:  Users returning to t...
Increased Number of Edited Profiles Due to Promotion
Who Edited their Profiles during Promotional Phase?
Result of Sweepstakes Incentive  during Promotional Phase But once there, users edit other items. Number of Profile Elemen...
Where Are We at 5 Months after the Initial Promotion? 1 visit = 1 session:  anyone returning to the site within 30 minutes...
Edited Profiles based on UCSF School since Launch ? Sep 2010-March 2011
Who Edited their Profiles since Launch ? Sep 2010-March 2011
We need to create  new partnerships  across UCSF to enable increased, long-term usage of the tool.
Cross-Linking Initiative  ... to integrate UCSF Profiles with other major UCSF websites. Sharing  UCSF Profiles Data
Providing Profiles Mini-Search for Others to Enhance their Website UCSF at SFGH
Providing Profiles Data Feeds for Others to Enhance their Website
Takeaway <ul><li>Provide promotional support for partners  </li></ul><ul><li>Get senior sponsorship and make that apparent...
If you have promoted a research networking tool  at your academic institution,  we’d like to learn from your experiences. ...
Thanks to   the  Virtual Home team  at CTSI, UCSF. Special thanks to  Maninder Kahlon , CTSI CIO and Interim Exec. Directo...
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Making Friends in Many Places: Collaborative promotion of the expertise discovery and research networing tool UCSF Profiles and the impact.

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Collaborative promotion of the expertise discovery and research networing tool UCSF Profiles and the impact.

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  • Other Main Title Ideas Open Boundaries: Engaging Many Minds Engaging Many Minds in Idea Generation and Making New Connections Subtitle Ideas … to allow users to brainstorm ideas and share their expertise Enabling Idea &amp; Expertise Sharing
  • Proactively deter negative associations
  • Making Friends in Many Places: Collaborative promotion of the expertise discovery and research networing tool UCSF Profiles and the impact.

    1. 1. Katja Reuter* , Leslie Yuan, Rachael Sak, Kristine Moss, Cynthia Piontkowski, Eric Meeks, Maninder Kahlon *Presenter: Manager, Online Communications, Clinical and Translational Science Institute (CTSI), University of California, San Francisco Presented at CTSA Communications Key Functions Committee F2F Meeting, March 2011 Presented at CTSA Communications Key Functions Committee F2F Meeting, March 2011 Presented at CTSA Communications Key Functions Committee F2F Meeting, March 2011 Presented at CTSA Communications Key Functions Committee F2F Meeting, March 2011 Making Friends in Many Places Collaborative Promotion of a Research Networking Tool and Its Impact
    2. 2. We had two goals ...
    3. 3. UCSF Community Promote UCSF Profiles to the UCSF Community ~ 2,400 faculty and 20,400 staff 1 Engage those represented in UCSF Profiles to provide content online ~2500 faculty and academic leaders 2
    4. 4. Working with partners across the UCSF campus, we needed a promotional package to support them...
    5. 5. Promotional Package <ul><li>Consistent Messaging: Talking Points </li></ul><ul><li>and Email Template </li></ul><ul><li>Consistent Branding: Product Image </li></ul><ul><li>and Tagline </li></ul><ul><li>Introductory Online Powerpoint </li></ul><ul><li>Info Print Brochure </li></ul><ul><li>Promotional Card for Sweepstakes </li></ul>Examples
    6. 6. During 3 weeks of promotion, we worked with 6 key communicators... across UCSF. Sept 17 – Oct 5, 2010
    7. 7. UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day UCSF.edu article ~666,000 pageviews/ Sept 2010
    8. 8. UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day Sent email to the UCSF research community ~8000 UCSF recipients
    9. 9. 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
    10. 10. 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
    11. 11. ~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
    12. 12. News Link on SOM Home 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
    13. 13. Promotions had transient and sustained impact on usage of the research networking tool, UCSF Profiles.
    14. 14. 1 visit = 1 session: users returning to the site within 30 minutes are counted as 1 visit. Provost Email UCSF Library HP 2 visits/Sep20th UCSF SOM HP 46 visits/Sep20th UCSF Library eNewsletter 43 visits/Sep28th UCSF.edu Article Direct Mailing CTSI Newsletter Faculty Dev. Day SOM eNewsletter Sweepstakes Deadline
    15. 15. Sustained Increase 5 Months after Initial Promotion Dates Number of Visits/Day 09/20/2010 03/10/2011
    16. 16. Increase in Visits DOES NOT Necessarily Translate into Increased Contributions 1 visit = 1 session: Users returning to the site within 30 minutes are counted as 1 visit. Provost Email UCSF Library HP 2 visits/Sep20th UCSF SOM HP 46 visits/Sep20th UCSF.edu Article Direct Mailing CTSI Newsletter Faculty Dev. Day UCSF Library eNewsletter 43 visits/Sep28th SOM eNewsletter Sweepstakes Deadline
    17. 17. Increased Number of Edited Profiles Due to Promotion
    18. 18. Who Edited their Profiles during Promotional Phase?
    19. 19. Result of Sweepstakes Incentive during Promotional Phase But once there, users edit other items. Number of Profile Elements Edited
    20. 20. Where Are We at 5 Months after the Initial Promotion? 1 visit = 1 session: anyone returning to the site within 30 minutes is still counted as 1 visit. If someone returns after 30 mins, it’s counted as another visit. <ul><li>2633 profiles </li></ul><ul><li>344 edited </li></ul><ul><li>13% edited profiles </li></ul>
    21. 21. Edited Profiles based on UCSF School since Launch ? Sep 2010-March 2011
    22. 22. Who Edited their Profiles since Launch ? Sep 2010-March 2011
    23. 23. We need to create new partnerships across UCSF to enable increased, long-term usage of the tool.
    24. 24. Cross-Linking Initiative ... to integrate UCSF Profiles with other major UCSF websites. Sharing UCSF Profiles Data
    25. 25. Providing Profiles Mini-Search for Others to Enhance their Website UCSF at SFGH
    26. 26. Providing Profiles Data Feeds for Others to Enhance their Website
    27. 27. Takeaway <ul><li>Provide promotional support for partners </li></ul><ul><li>Get senior sponsorship and make that apparent to your audience </li></ul><ul><li>Provide focused incentives that are very clear </li></ul><ul><li>Cumulative communications approach is necessary to have long- </li></ul><ul><li>lasting impact </li></ul><ul><li>Seed tools with high-value content </li></ul><ul><li>Ensure you know why you want users to contribute content </li></ul><ul><li>Get senior sponsorship and make that apparent to your user </li></ul><ul><li>Fine-tune messaging to map onto the true benefit of the tool and to proactively deter negative associations </li></ul>
    28. 28. If you have promoted a research networking tool at your academic institution, we’d like to learn from your experiences. Contact us at [email_address]
    29. 29. Thanks to the Virtual Home team at CTSI, UCSF. Special thanks to Maninder Kahlon , CTSI CIO and Interim Exec. Director. Thanks To Our Partners: Lisa Cisneros , Director of Web Communications, UCSF News Office Jeff Bluestone , Exec. Vice Chancellor and Provost, UCSF EVC Office Gail Persily , Director Education, Public Service, UCSF Library Leslie Kleinberg , Web Coordinator, UCSF Library Sarah Paris , Director of Communications, UCSF School of Medicine Sarah Zins , UCSF Academic Affairs Judy Flannery, Marco Sanchez, Reggie Sparks , UCSF Media, Doc. & Mail

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