Clinical and Translational
Science Institute / CTSI
at the University of California, San Francisco
UCSF Profiles: more Mon...
profiles.ucsf.edu
If you build it, they probably won’t come…
Photo credit: ©imdb.com
Use your data
Photo credit: ©onthedash.com
5 of UCSF’s Key Tactics
to get results like this:
Monthly Visits to UCSF Profiles since launch
92,000
Visit/month
Tactic #1
Use
Source of UCSF visitors, Jul-Dec 2012
Google
52%
UCSF.edu search
9%
Other search
2%
Direct /
Unknown
6%
UCSF Directory
16%...
Leverage Google:
search engine optimize pages
Sitemaps ✓
Metadata ✓
Description ✓
Clean URL
Clean title
• 809,000 visits = average 2,216 visits/day
• Accessed from 1,700 universities
• 88% of researcher profiles have been
view...
Google results
Leads to Links from National Media
Tactic #2
Share the data
APIs Provide Data to 27 UCSF Sites and Apps
Personalized Stats are Sent to Profile Owners
Hello Leslie,
Congrats! In 2013, your UCSF Profiles page
was viewed 230 time...
Research Analytics Shared with Leadership
“Thanks a lot for this. This is
something we claim all the time, but
who knew we...
Tactic #3
Keep looking at the data
Monthly Traffic Reporting
Engagement Stats Available
Network Visualizations
Co-authorships across Department of Biochemistry & Biophysics
Tactic #4
Researcher Engagement
Automated Onboarding Emails
Added
Websites, Videos, t
weets, and more …
inline
Old URLs, New URLs
profiles.ucsf.edu/profile/365973
profiles.ucsf.edu/leslie.yuan
Tactic #5
Partnerships
Partnerships
• University Relations / Public Affairs
• University Development & Alumni Relations
• UCSF Library
• UC TV
• ...
UCSF Profiles
Success Factors
1. Leverage Google
2. Share Data
3. Measure Everything
4. Engage Researchers
5. Partner acro...
http://profiles.ucsf.edu
• Researchers use it to find collaborators and identify mentors
• Funders use it research potenti...
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UCSF Profiles, more Moneyball, less Field of Dreams, presented at U of Chicago, May 2014

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Adoption of the research networking platform at UCSF, presented at U of Chicago Digital Science workshop, May 2014

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  • From traffic to engagement, we’ve tried to use the data to drive both
  • Not quite as rigorous as sabermetrics – but …
  • From 0 visits to almost 100,000 visits per month since launch in 2010
  • We’re playing nice with Google We’ve search engine optimized our pages with the goal of one of our pages coming up in the top 3 search results for a person a UCSF
  • "Profiles has been getting a huge amount of traffic. Last year, we were getting 2,200 visits per day to UCSF Profiles, 70% of that via Google. But the numbers keep going up. Last week, we were averaging 2,900 visits to UCSF Profiles every day."
  • Consistently show in the top 3 of google results
  • UCSF Profiles got 583 visits from a CNN.com news story (http://www.cnn.com/2014/02/24/health/mystery-illness-in-california/) and 283 visits from a late January New York Times commentary piece (http://www.nytimes.com/2014/01/31/opinion/we-are-giving-ourselves-cancer.html).some of our biggest national news outlets are linking to our little res networking tool NYTWSJ Every news story on ucsf.edu that mentions a researcher links back to their profile
  • started looking at some of the data, visualizing and making some inferences on the collaborative nature of departments and schools, based on co-authorship data
  • Understand that researcher is userDeliver what they want and need – in both roles As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture?
  • Get them from the beginning – change behavior right away Lifecycle of the ucsf researcher Understand that researcher is user and owner – As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture?
  • Understand that researcher is user and owner – As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture?
  • Our team is comprised of both technology and communications expertsWe think about and build in communications strategies from the start, and build upon opportunities as they come up
  • Understand that researcher is user and owner – As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture? Univ Relations – link to profiles. We give them back rolled up stats on how many people they wrote about, across each school / dept, to see if they have coverage and/or biases
  • UCSF Profiles, more Moneyball, less Field of Dreams, presented at U of Chicago, May 2014

    1. 1. Clinical and Translational Science Institute / CTSI at the University of California, San Francisco UCSF Profiles: more Moneyball, less Field of Dreams University of Chicago-Digital Science Workshop, May 2014 Presented by Leslie Yuan, MPH (profiles.ucsf.edu/leslie.yuan)
    2. 2. profiles.ucsf.edu
    3. 3. If you build it, they probably won’t come… Photo credit: ©imdb.com
    4. 4. Use your data Photo credit: ©onthedash.com
    5. 5. 5 of UCSF’s Key Tactics to get results like this: Monthly Visits to UCSF Profiles since launch 92,000 Visit/month
    6. 6. Tactic #1 Use
    7. 7. Source of UCSF visitors, Jul-Dec 2012 Google 52% UCSF.edu search 9% Other search 2% Direct / Unknown 6% UCSF Directory 16% UCSF.edu home/internal links 2% UCSF.edu news 4% CTSI websites 3% Other referrals 6% Use Google Analytics
    8. 8. Leverage Google: search engine optimize pages Sitemaps ✓ Metadata ✓ Description ✓ Clean URL Clean title
    9. 9. • 809,000 visits = average 2,216 visits/day • Accessed from 1,700 universities • 88% of researcher profiles have been viewed 10+ times 2013 Traffic
    10. 10. Google results
    11. 11. Leads to Links from National Media
    12. 12. Tactic #2 Share the data
    13. 13. APIs Provide Data to 27 UCSF Sites and Apps
    14. 14. Personalized Stats are Sent to Profile Owners Hello Leslie, Congrats! In 2013, your UCSF Profiles page was viewed 230 times, including… • 65 times from UCSF • 31 times from other universities • 2 times from major pharmas
    15. 15. Research Analytics Shared with Leadership “Thanks a lot for this. This is something we claim all the time, but who knew we were the first. I am so happy to have this info and will definitely broadcast it.” -- Chair, UCSF Dept of Epi / Biostats Epidemiology & Biostatistics 424 of 829 publications co-authored with other UCSF departments
    16. 16. Tactic #3 Keep looking at the data
    17. 17. Monthly Traffic Reporting
    18. 18. Engagement Stats Available
    19. 19. Network Visualizations Co-authorships across Department of Biochemistry & Biophysics
    20. 20. Tactic #4 Researcher Engagement
    21. 21. Automated Onboarding Emails
    22. 22. Added Websites, Videos, t weets, and more … inline
    23. 23. Old URLs, New URLs profiles.ucsf.edu/profile/365973 profiles.ucsf.edu/leslie.yuan
    24. 24. Tactic #5 Partnerships
    25. 25. Partnerships • University Relations / Public Affairs • University Development & Alumni Relations • UCSF Library • UC TV • Campus Directory • UCSF School of Medicine • UCSF Center for AIDS Research • UCSF Department of Radiology And dozens more
    26. 26. UCSF Profiles Success Factors 1. Leverage Google 2. Share Data 3. Measure Everything 4. Engage Researchers 5. Partner across Campus Questions? leslie.yuan@ucsf.edu
    27. 27. http://profiles.ucsf.edu • Researchers use it to find collaborators and identify mentors • Funders use it research potential grantees • Administrators use it understand research trends and find speakers • Journalists use it to find potential sources • IT staff use it to keep department websites updated • Development staff use it to match researchers with opportunities • Patients use it to evaluate clinicians' research background • Visiting scholars use it find people to connect with • UCSF applicants use it to understand current research areas • Reviewers use it to research author background and experience

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