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Making Friends in Many Places: Collaborative promotion of the expertise discovery and research networing tool UCSF Profiles and the impact.

Collaborative promotion of the expertise discovery and research networing tool UCSF Profiles and the impact.

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Making Friends in Many Places: Collaborative promotion of the expertise discovery and research networing tool UCSF Profiles and the impact.

  1. 1. 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 2011 Presented at CTSA Communications Key Functions Committee F2F Meeting, March 2011 Presented at CTSA Communications Key Functions Committee F2F Meeting, March 2011 Presented at CTSA Communications Key Functions Committee F2F Meeting, March 2011 Making Friends in Many Places Collaborative Promotion of a Research Networking Tool and Its Impact
  2. 2. We had two goals ...
  3. 3. UCSF Community Promote UCSF Profiles to the UCSF Community ~ 2,400 faculty and 20,400 staff 1 Engage those represented in UCSF Profiles to provide content online ~2500 faculty and academic leaders 2
  4. 4. Working with partners across the UCSF campus, we needed a promotional package to support them...
  5. 5. Promotional Package <ul><li>Consistent Messaging: Talking Points </li></ul><ul><li>and Email Template </li></ul><ul><li>Consistent Branding: Product Image </li></ul><ul><li>and Tagline </li></ul><ul><li>Introductory Online Powerpoint </li></ul><ul><li>Info Print Brochure </li></ul><ul><li>Promotional Card for Sweepstakes </li></ul>Examples
  6. 6. During 3 weeks of promotion, we worked with 6 key communicators... across UCSF. Sept 17 – Oct 5, 2010
  7. 7. UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day UCSF.edu article ~666,000 pageviews/ Sept 2010
  8. 8. UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day Sent email to the UCSF research community ~8000 UCSF recipients
  9. 9. Direct Mailing to all ~2500 in UCSF Profiles, promoting: - UCSF Profiles: How it works. - Sweepstakes - CTSI Services Overview UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day
  10. 10. UCSF Library Website + Newsletter ~32,000 pageviews/month ~8000 recipients UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day
  11. 11. ~130 attendees at the luncheon/kiosk session ~50-80 attendees at each workshop UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day
  12. 12. News Link on SOM Home page + Newsletter ~ 10,000 – 15,000 visits/day ~ 2000 faculty recipients ~ 5800 staff and academics UCSF Community UCSF News Office UCSF EVC Office UCSF Library UCSF SOM UCSF Media, Doc. & Mail UCSF Academic Affairs Faculty Development Day
  13. 13. Promotions had transient and sustained impact on usage of the research networking tool, UCSF Profiles.
  14. 14. 1 visit = 1 session: users returning to the site within 30 minutes are counted as 1 visit. Provost Email UCSF Library HP 2 visits/Sep20th UCSF SOM HP 46 visits/Sep20th UCSF Library eNewsletter 43 visits/Sep28th UCSF.edu Article Direct Mailing CTSI Newsletter Faculty Dev. Day SOM eNewsletter Sweepstakes Deadline
  15. 15. Sustained Increase 5 Months after Initial Promotion Dates Number of Visits/Day 09/20/2010 03/10/2011
  16. 16. Increase in Visits DOES NOT Necessarily Translate into Increased Contributions 1 visit = 1 session: Users returning to the site within 30 minutes are counted as 1 visit. Provost Email UCSF Library HP 2 visits/Sep20th UCSF SOM HP 46 visits/Sep20th UCSF.edu Article Direct Mailing CTSI Newsletter Faculty Dev. Day UCSF Library eNewsletter 43 visits/Sep28th SOM eNewsletter Sweepstakes Deadline
  17. 17. Increased Number of Edited Profiles Due to Promotion
  18. 18. Who Edited their Profiles during Promotional Phase?
  19. 19. Result of Sweepstakes Incentive during Promotional Phase But once there, users edit other items. Number of Profile Elements Edited
  20. 20. Where Are We at 5 Months after the Initial Promotion? 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. <ul><li>2633 profiles </li></ul><ul><li>344 edited </li></ul><ul><li>13% edited profiles </li></ul>
  21. 21. Edited Profiles based on UCSF School since Launch ? Sep 2010-March 2011
  22. 22. Who Edited their Profiles since Launch ? Sep 2010-March 2011
  23. 23. We need to create new partnerships across UCSF to enable increased, long-term usage of the tool.
  24. 24. Cross-Linking Initiative ... to integrate UCSF Profiles with other major UCSF websites. Sharing UCSF Profiles Data
  25. 25. Providing Profiles Mini-Search for Others to Enhance their Website UCSF at SFGH
  26. 26. Providing Profiles Data Feeds for Others to Enhance their Website
  27. 27. Takeaway <ul><li>Provide promotional support for partners </li></ul><ul><li>Get senior sponsorship and make that apparent to your audience </li></ul><ul><li>Provide focused incentives that are very clear </li></ul><ul><li>Cumulative communications approach is necessary to have long- </li></ul><ul><li>lasting impact </li></ul><ul><li>Seed tools with high-value content </li></ul><ul><li>Ensure you know why you want users to contribute content </li></ul><ul><li>Get senior sponsorship and make that apparent to your user </li></ul><ul><li>Fine-tune messaging to map onto the true benefit of the tool and to proactively deter negative associations </li></ul>
  28. 28. If you have promoted a research networking tool at your academic institution, we’d like to learn from your experiences. Contact us at [email_address]
  29. 29. 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. & Mail

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