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Amia 2011: Incentivize use and understand your audience

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Incentivize use and understand your audience: this presentation shows what we have done across campus to promote UCSF Profiles, our research networking tool

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Amia 2011: Incentivize use and understand your audience

  1. 1. Incentivize Usage & Understand Your AudienceLeslie Yuan*, Katja Reuter, Eric Meeks, Anirvan Chatterjee, Brian Turner, ManinderKahlon*Presenter: Director, Web Products, Clinical and Translational Science Institute (CTSI), University of California, San FranciscoPresented at AMIA, Oct 2011
  2. 2. We launched UCSF Profiles,a Research Networking Tool for UCSF Will they Now what? come now that we’ve built it?
  3. 3. We have 2 Goals
  4. 4. Usage :Engagement :
  5. 5. At launch,we worked with partners across UCSF, and created a promotional package
  6. 6. Promotional Package ExamplesConsistent MessagingConsistent Branding Introductory Online PPT Print Brochure Sweepstakes
  7. 7. During 3 weeks of launch promotion,we worked with 6 key communicators across UCSF Sept 17 – Oct 5, 2010
  8. 8. UCSF UCSF UCSF Academic AffairsNews Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
  9. 9. UCSF UCSF UCSF Academic AffairsNews Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
  10. 10. UCSF UCSF UCSF Academic AffairsNews 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 Overview
  11. 11. UCSF Library Website~32,000 pageviews/month + Newsletter~8000 recipients UCSF UCSF UCSF Academic AffairsNews Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
  12. 12. UCSF UCSF UCSF Academic AffairsNews 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 workshop
  13. 13. News Link on SOM Home page ~ 10,000 – 15,000 visits/day + Newsletter ~ 2000 faculty recipients ~ 5800 staff and academics UCSF UCSF UCSF Academic AffairsNews Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
  14. 14. Promotions hadtransient and sustained impact on usage of UCSF Profiles
  15. 15. 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 UCSF SOM HP visits/Sep28th 46 visits/Sep20th 1 visit = 1 session: users returning to the site within 30 minutes are counted as 1 visit.
  16. 16. Sustained Increase 5 Months after Initial Promotion Number of Visits/Day 09/20/2010 03/10/2011 Dates
  17. 17. Traffic = EngagementUCSF.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.
  18. 18. Time to take a closer look… 18
  19. 19. Increased Number of Edited Profiles Due to Promotion
  20. 20. A sweepstakesentry requirementled to additionalcuration
  21. 21. UCSF Profiles Everywhere! Integrated into campus directory: one of the most heavily trafficked sites at UCSF Place links where ever possibleUCSF.eduNewsCross linknames toUCSF Profile
  22. 22. Sources of network visits to UCSF ProfilesGoogle-based
  23. 23. Share the Wealth ... integrate UCSF Profiles’ data with other major UCSF Department and Division websites.Sharing 700+ campusUCSF Profiles profiles updated automaticallyData from UCSF Profiles
  24. 24. The “Pub” Feed
  25. 25. Find the Vertical Targets Targeted talks and emails to address specific groups and sweet spots 26
  26. 26. Push out Relevant Info… coming soon Send emails to people when there’s action! 27
  27. 27. Where are we now?3,840 Profiles in the system, with 88,000+ publications 28
  28. 28. Steady growth in usage5,000+ Visits per week130,000 Unique Visitors 371,000 Page Views 29
  29. 29. Who Edited their Profile since Launch Sep 2010-March 2011% of populationwho edited their profile (65) (146) (197) (243) (96) (4) Note: Total edited Profiles = 781 (20%)
  30. 30. Takeaway
  31. 31. We Used Multiple Strategies Over Time Marketing and Outreach Approaches Vertical Approaches 32
  32. 32. Top 5+ List1. Leadership buy-in2. Pre-populate3. SEO (and use your analytics!)4. Friends and partners5. Consistent messaging
  33. 33. To the Virtual Home team at CTSI, UCSF…especially to Katja Reuter, Anirvan Chatterjee, Mini KahlonThanks To Our Friends and Partners:Lisa Cisneros, Director of Web Communications, UCSF News OfficeJeff Bluestone, Exec. Vice Chancellor and Provost, UCSF EVC OfficeGail Persily, Director Education, Public Service, UCSF LibraryLeslie Kleinberg, Web Coordinator, UCSF LibrarySarah Paris, Director of Communications, UCSF School of MedicineSarah Zins, UCSF Academic AffairsJudy Flannery, Marco Sanchez, Reggie Sparks, UCSF Media, Doc. & MailQuestions? Contact: leslie.yuan@ucsf.edu

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