Going Beyond “Web 2.0” as Buzzword - Engaging Users to Contribute OnlineManinder Kahlon*, Leslie Yuan, Rachael Sak, Kristi...
Context<br /><ul><li> When rolling out tools to our research communities, it is most important to have it already embedded...
 However, our belief is that much of the potential of new tools, such as research networking tools, will be realized only ...
Getting Users to Contribute Online is Hard, and Even Successful Models Have Low Participation Rates<br />Wikipedia<br />78...
So why focus on user-generated content?<br /> Add nuance & detail to records about people, networks, resources, etc.  This...
Launching UCSF Profiles – What We Did<br />4.  Ongoing            Promotion<br />2.  Soft  Launch           with 2500 facu...
 Provost Email
iPad Sweepstakes – Add Narrative to Win
 Direct Mailing to all ~2500 faculty in db
 Messaging, Logo/Visuals, & Talking Points</li></li></ul><li>Promotion had a transient and sustained impact on usage of th...
Promotion had a sharp impact on editing of profiles<br />
Profiles are edited by all types of faculty<br />
Narratives edited most because sweepstakes required it.  But once there, users edit other items.<br />
Increasing site visits doesn’t automatically increase the probability of users editing profiles<br />
Overall Strategy  - Multiple Approaches<br />Get the Word Out: Continued Promotion<br />Sequence of talks; Ambassadors; Ot...
Crowdsource ideas for research enhancing projects that would be funded.<br />For Yr 4 Funding <br />Target: CTSI leadershi...
Crowdsourcing Tool – “Open Forums”<br />Features (Built off Drupal Content Management System)<br /><ul><li>Submit ideas
Comment on ideas
 Vote (Like or Dislike)
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Beyond "Web 2.0" as Buzzword: Engaging Users to Contribute Online

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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?

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Beyond "Web 2.0" as Buzzword: Engaging Users to Contribute Online

  1. 1. Going Beyond “Web 2.0” as Buzzword - Engaging Users to Contribute OnlineManinder Kahlon*, Leslie Yuan, Rachael Sak, Kristine Moss, Cynthia Piontkowski, Sarah Paris, Eric Meeks, Katja Reuter*Presenter. CIO & Co-Director Consultation Services, CTSI, UCSF<br />
  2. 2. Context<br /><ul><li> When rolling out tools to our research communities, it is most important to have it already embedded with content, meaning & value
  3. 3. 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.</li></li></ul><li>Web 2.0 – Focus on User-Generated Content<br />How do we move our academic/biomedical research user base into the world of the ‘wildly read-write web’?<br />Thanks to Surfstyle for Image<br />
  4. 4. Getting Users to Contribute Online is Hard, and Even Successful Models Have Low Participation Rates<br />Wikipedia<br />78 million visitors monthly, 91,000 contributors<br />0.1% of viewers are contributors<br />Jan 2010, http://en.wikipedia.org/wiki/Wikipedia:About<br />“Causes” application, Facebook<br />25 million signed up for application, 185,000 donated<br />0.7% of users actually donated to any of 179,000 nonprofits.<br />Apr 2009, http://www.useit.com/alertbox/participation_inequality.html<br />33:66:1 Rule? <br />Crowdsourcing within the enterprise (IBM)<br />Stewart, Lubensky & Huerta, 2010. “Crowdsourcing participation inequality: a SCOUT model for the enterprise domain” Proceedings of the ACM SIGKDD Workshop on Human Computation <br />90:9:1 RuleLurker : Intermittent Contributor : Heavy Contributor <br />http://www.useit.com/alertbox/participation_inequality.html<br />
  5. 5. So why focus on user-generated content?<br /> Add nuance & detail to records about people, networks, resources, etc. This will greatly enhance search, discovery and networking tools<br /><ul><li>UCSF’s initiative: User generated content for research networking</li></ul>Enable scaling and transparency in knowledge production, dissemination, access and consumption. This will greatly enhance how ideas are generated, information shared, and projects defined.<br /><ul><li>UCSF’s initiative: User generated content in crowdsourcing ideas and collaboration</li></li></ul><li>User Generated Content in Research Networking<br />x<br />Updates & Activities<br />Heather Fullerton is traveling to the AAN conference in Hawaii<br />Donna Ferriero is at the School of Medicine today<br />more >><br />Why User Generated Content? <br />More granular description of people and networks to improve search, discovery & networking <br />Customize & Correct Profile (edit pubs)<br />Annotate Profile(I’m open to mentoring, my forward-looking interests are, people who’s work I’m interested in…)<br />Enhance Profile by sharing additional content (e.g slides) <br />Encourage usage of research networking tool as a platform to launch collaborative activities online<br />
  6. 6. Launching UCSF Profiles – What We Did<br />4. Ongoing Promotion<br />2. Soft Launch with 2500 faculty in database<br />3. Launch - Promotion over 3 weeks <br />1. Beta - Presentations to Leadership<br />Aug -Sept 16th<br />Sept 17th – Sept 28th<br />Sept 29th - onward<br />Dec 09-July10<br /><ul><li> UCSF.edu article
  7. 7. Provost Email
  8. 8. iPad Sweepstakes – Add Narrative to Win
  9. 9. Direct Mailing to all ~2500 faculty in db
  10. 10. Messaging, Logo/Visuals, & Talking Points</li></li></ul><li>Promotion had a transient and sustained impact on usage of the tool<br />Promotions<br />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<br />
  11. 11. Promotion had a sharp impact on editing of profiles<br />
  12. 12. Profiles are edited by all types of faculty<br />
  13. 13. Narratives edited most because sweepstakes required it. But once there, users edit other items.<br />
  14. 14. Increasing site visits doesn’t automatically increase the probability of users editing profiles<br />
  15. 15. Overall Strategy - Multiple Approaches<br />Get the Word Out: Continued Promotion<br />Sequence of talks; Ambassadors; Other traditional approaches<br />Horizontal: Distribute access and increase cross-linking<br />Feeds, Mini-Searches, integrate with other major ucsf websites<br />Seed System: Launch promotion<br />Incentivize to get people to use the tool once & edit profiles<br />Vertical: Add domain-specific functionality and make participation a side effect<br />Eg. Mentor-mentee matchmaking<br />Push: Provide ways for updates to get to interested researchers<br />Emails with new pubs for validation<br />
  16. 16. Crowdsource ideas for research enhancing projects that would be funded.<br />For Yr 4 Funding <br />Target: CTSI leadership – 35<br />For CTSA ARRA proposals <br />Target: CTSI leadership, affiliates, those active in our projects - 300<br />For CTSA Renewal <br />Target: UCSF academic community – 7500<br />Crowdsourcing– What we did<br />
  17. 17. Crowdsourcing Tool – “Open Forums”<br />Features (Built off Drupal Content Management System)<br /><ul><li>Submit ideas
  18. 18. Comment on ideas
  19. 19. Vote (Like or Dislike)
  20. 20. Filter by Idea Topics
  21. 21. Sort Ideas by popularity or commenting
  22. 22. Receive E-mail Notifications for updates on ideas of interest
  23. 23. Revise collaboratively to move idea forward
  24. 24. View Idea Status</li></li></ul><li>Open Forums – How We Did<br />Unique Page Views = # of sessions during which the forum was viewed one or more times<br />
  25. 25. To the degree we’ve succeeded, this is why<br />Ensure you know why you want users to contribute content<br />Seed tools with high-value content<br />Provide focused incentives that are very clear<br />Get senior sponsorship and make that apparent to your user<br />Fine-tune messaging to map onto the true benefit of the tool and to proactively deter negative associations<br />
  26. 26. 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.<br />
  27. 27. Thanks to the Virtual Home team at CTSI, UCSF<br />Special thanks to Katja Reuter, CTSI Communications Manager, who envisioned and implemented our promotions.<br />

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