Collaborative Promotion of a Research Networking Tool and Its Impact
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Collaborative Promotion of a Research Networking Tool and Its Impact

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Presentation of a collaborative communications approach and its impact to promote a research networking tool across an academic, biomedical research institution. ...

Presentation of a collaborative communications approach and its impact to promote a research networking tool across an academic, biomedical research institution.

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  • 1. Making Friends in Many Places Collaborative Promotion of a Research Networking Tool and Its Impact 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 2011Friday, March 25, 2011
  • 2. We had two goals...Friday, March 25, 2011
  • 3. UCSF CommunityFriday, March 25, 2011
  • 4. 1 Promote UCSF Profiles to the UCSF Community ~ 2,400 faculty and 20,400 staff UCSF CommunityFriday, March 25, 2011
  • 5. 1 Promote UCSF Profiles to the UCSF Community 2 Engage those represented in UCSF Profiles to provide content online ~ 2,400 faculty and 20,400 staff ~2500 faculty and academic leaders UCSF CommunityFriday, March 25, 2011
  • 6. Working with partners across the UCSF campus, we needed a promotional package to support them...Friday, March 25, 2011
  • 7. Promotional Package Examples  Consistent Messaging: Talking Points and Email Template  Consistent Branding: Product Image and Tagline  Introductory Online Powerpoint  Info Print Brochure  Promotional Card for SweepstakesFriday, March 25, 2011
  • 8. During 3 weeks of promotion, we worked with 6 key communicators... Sept 17 – Oct 5, 2010Friday, March 25, 2011
  • 9. UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community UCSF.edu article ~666,000 pageviews/ Sept 2010Friday, March 25, 2011
  • 10. Sent email to the UCSF research community ~8000 UCSF recipients UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF CommunityFriday, March 25, 2011
  • 11. UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community Direct Mailing to all ~2500 in UCSF Profiles, promoting: - UCSF Profiles: How it works. - Sweepstakes - CTSI Services OverviewFriday, March 25, 2011
  • 12. UCSF Library Website ~32,000 pageviews/month + Newsletter ~8000 recipients UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF CommunityFriday, March 25, 2011
  • 13. UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community ~130 attendees at the luncheon/kiosk session ~50-80 attendees at each workshopFriday, March 25, 2011
  • 14. News Link on SOM Home page ~ 10,000 – 15,000 visits/day + Newsletter ~ 2000 faculty recipients ~ 5800 staff and academics UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF CommunityFriday, March 25, 2011
  • 15. Promotions had transient and sustained impacton usage of the research networking tool, UCSF Profiles.Friday, March 25, 2011
  • 16. UCSF.edu Faculty Sweepstakes SOM Provost Email Direct Mailing Article Dev. Day Deadline eNewsletter UCSF Library HP CTSI Newsletter UCSF Library 2 visits/Sep20th eNewsletter 43 visits/Sep28th UCSF SOM HP 46 visits/Sep20th 1 visit = 1 session: users returning to the site within 30 minutes are counted as 1 visit.Friday, March 25, 2011
  • 17. Sustained Increase 5 Months after Initial Promotion Number of Visits/Day 09/20/2010 03/10/2011 DatesFriday, March 25, 2011
  • 18. Increase in Visits DOES NOT Necessarily Translate into Increased Contributions UCSF.edu Provost Email Faculty Sweepstakes SOM Direct Mailing Article Dev. Day Deadline eNewsletter UCSF Library HP CTSI Newsletter 2 visits/Sep20th UCSF Library eNewsletter UCSF SOM HP 43 visits/Sep28th 46 visits/Sep20th 1 visit = 1 session: Users returning to the site within 30 minutes are counted as 1 visit.Friday, March 25, 2011
  • 19. Increased Number of Edited Profiles Due to PromotionFriday, March 25, 2011
  • 20. Who Edited their Profiles during Promotional Phase?Friday, March 25, 2011
  • 21. Result of Sweepstakes Incentive during Promotional Phase Number of Profile Elements EditedFriday, March 25, 2011
  • 22. Where Are We at 5 Months after the Initial Promotion? 2633 profiles 344 edited 13% edited profiles 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.Friday, March 25, 2011
  • 23. Edited Profiles based on UCSF School since Launch ? Sep 2010-March 2011Friday, March 25, 2011
  • 24. Edited Profiles based on UCSF School since Launch ? Sep 2010-March 2011Friday, March 25, 2011
  • 25. Who Edited their Profiles since Launch ? Sep 2010-March 2011Friday, March 25, 2011
  • 26. We need to create new partnerships across UCSF to enable increased, long-term usage of the tool.Friday, March 25, 2011
  • 27. Cross-Linking Initiative ... to integrate UCSF Profiles with other major UCSF websites. Sharing UCSF Profiles DataFriday, March 25, 2011
  • 28. Providing Profiles Mini-Search for Others to Enhance their Website UCSF at SFGHFriday, March 25, 2011
  • 29. Providing Profiles Data Feeds for Others to Enhance their WebsiteFriday, March 25, 2011
  • 30. Takeaway  Provide promotional support for partners  Get senior sponsorship and make that apparent to your audience  Provide focused incentives that are very clear  Cumulative communications approach is necessary to have long- lasting impactFriday, March 25, 2011
  • 31. If you have promoted a research networking tool at your academic institution, we’d like to learn from your experiences. Contact us at ctsi@ucsf.eduFriday, March 25, 2011
  • 32. 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. & MailFriday, March 25, 2011