How can we engage users in the biomedical academic community to engage online? Why is it important to us? What have we done at UCSF, and to the degree we've been successful, what were the guiding
How can we engage users in the biomedical academic community to engage online? Why is it important to us? What have we done at UCSF, and to the degree we've been successful, what were the guiding principles?
When rolling out tools to our research communities, it is most important to have it already embedded with content, meaning & value
However, our belief is that much of the potential of new tools, such as research networking tools, will be realized only when users contribute elements online. Much of the transformation in search and the consumption of knowledge via the Internet has been catalyzed by the ability to harness user-generated content.
Web 2.0 – Focus on User-Generated Content How do we move our academic/biomedical research user base into the world of the ‘wildly read-write web’? Thanks to Surfstyle for Image
Getting Users to Contribute Online is Hard, and Even Successful Models Have Low Participation Rates Wikipedia 78 million visitors monthly, 91,000 contributors 0.1% of viewers are contributors Jan 2010, http://en.wikipedia.org/wiki/Wikipedia:About “Causes” application, Facebook 25 million signed up for application, 185,000 donated 0.7% of users actually donated to any of 179,000 nonprofits. Apr 2009, http://www.useit.com/alertbox/participation_inequality.html 33:66:1 Rule? Crowdsourcing within the enterprise (IBM) Stewart, Lubensky & Huerta, 2010. “Crowdsourcing participation inequality: a SCOUT model for the enterprise domain” Proceedings of the ACM SIGKDD Workshop on Human Computation 90:9:1 RuleLurker : Intermittent Contributor : Heavy Contributor http://www.useit.com/alertbox/participation_inequality.html
So why focus on user-generated content? Add nuance & detail to records about people, networks, resources, etc. This will greatly enhance search, discovery and networking tools
UCSF’s initiative: User generated content for research networking
Enable scaling and transparency in knowledge production, dissemination, access and consumption. This will greatly enhance how ideas are generated, information shared, and projects defined.
UCSF’s initiative: User generated content in crowdsourcing ideas and collaboration
User Generated Content in Research Networking x Updates & Activities Heather Fullerton is traveling to the AAN conference in Hawaii Donna Ferriero is at the School of Medicine today more >> Why User Generated Content? More granular description of people and networks to improve search, discovery & networking Customize & Correct Profile (edit pubs) Annotate Profile(I’m open to mentoring, my forward-looking interests are, people who’s work I’m interested in…) Enhance Profile by sharing additional content (e.g slides) Encourage usage of research networking tool as a platform to launch collaborative activities online
Launching UCSF Profiles – What We Did 4. Ongoing Promotion 2. Soft Launch with 2500 faculty in database 3. Launch - Promotion over 3 weeks 1. Beta - Presentations to Leadership Aug -Sept 16th Sept 17th – Sept 28th Sept 29th - onward Dec 09-July10
Promotion had a transient and sustained impact on usage of the tool Promotions 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
Promotion had a sharp impact on editing of profiles
Narratives edited most because sweepstakes required it. But once there, users edit other items.
Increasing site visits doesn’t automatically increase the probability of users editing profiles
Overall Strategy - Multiple Approaches Get the Word Out: Continued Promotion Sequence of talks; Ambassadors; Other traditional approaches Horizontal: Distribute access and increase cross-linking Feeds, Mini-Searches, integrate with other major ucsf websites Seed System: Launch promotion Incentivize to get people to use the tool once & edit profiles Vertical: Add domain-specific functionality and make participation a side effect Eg. Mentor-mentee matchmaking Push: Provide ways for updates to get to interested researchers Emails with new pubs for validation
Crowdsource ideas for research enhancing projects that would be funded. For Yr 4 Funding Target: CTSI leadership – 35 For CTSA ARRA proposals Target: CTSI leadership, affiliates, those active in our projects - 300 For CTSA Renewal Target: UCSF academic community – 7500 Crowdsourcing– What we did
Crowdsourcing Tool – “Open Forums” Features (Built off Drupal Content Management System)
Open Forums – How We Did Unique Page Views = # of sessions during which the forum was viewed one or more times
To the degree we’ve succeeded, this is why Ensure you know why you want users to contribute content Seed tools with high-value content Provide focused incentives that are very clear Get senior sponsorship and make that apparent to your user Fine-tune messaging to map onto the true benefit of the tool and to proactively deter negative associations
Getting users to contribute online is worth it and it’s doable, but be realistic about what needs to happen to get it to work.
Thanks to the Virtual Home team at CTSI, UCSF Special thanks to Katja Reuter, CTSI Communications Manager, who envisioned and implemented our promotions.