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5 Secrets of a Successful UCSF Profiles page 2015

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What factors predict traffic to a UCSF Profiles page? We did the math — and here's what we learned.

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5 Secrets of a Successful UCSF Profiles page 2015

  1. 1. Clinical & Translational Science Institute 5 Secrets of a Successful UCSF Profiles Page 9/21/2015 Anirvan Chatterjee CTSI at UCSF
  2. 2. UCSF Profiles is popular 0 20,000 40,000 60,000 80,000 100,000 120,000 Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015 Visits per month 2
  3. 3. Really popular.  1.2 million visits to Profiles in the last year  Visitors include: • NIH, NSF • 100+ pharma and biotech companies • 150+ foundations • 1,500+ colleges and universities 3
  4. 4. Visitors from the NIH…  Visited UCSF Profiles 5,000+ times in the last year  Looked at 1,000+ people’s profiles in the past year 4
  5. 5. Visitors from other colleges/universities…  Visited UCSF Profiles 140,000+ times in the last year  Looked at 6,000+ people’s profiles in the past year  This includes: • Colleagues • Potential collaborators • Potential employers 5
  6. 6. Visitors from the media… 6
  7. 7. Where visitors came from in the past year UCSF Campus 13% San Francisco Bay Area 28% California 9% USA 31% International 19% 7
  8. 8. How people got to Profiles in the past year Google, Yahoo, Bing UCSF.edu search Other UCSF sites Other websites Other 8
  9. 9. But that’s mostly… 9
  10. 10. Not all profiles are created equal  10th percentile: 10 unique pageviews a year  25th percentile: 30 unique pageviews a year  50th percentile: 80 unique pageviews a year  75th percentile: 206 unique pageviews a year  90th percentile: 471 unique pageviews a year 10
  11. 11. What predicts profile popularity? 11 your profile will be ridiculously popular
  12. 12. What predicts profile popularity? Factors that might predict visits: 1. Profile includes photo 2. Profile includes narrative/bio 3. Profile includes Twitter 4. Profile includes awards 5. Profile includes custom keywords 6. Profile includes Slideshare 7. Profile includes videos 8. Profile includes education 9. Profile include media mentions 10. Profiles includes links to websites Factors to hold constant: 1. Job title 2. NIH PI status 3. School / Department 4. Number of years publishing 12
  13. 13. Correlation is not causation 13
  14. 14. 1. Be popular, newsworthy, and funded 14
  15. 15. 1. Be popular, newsworthy, and funded Items most of us can’t control (in the context of UCSF Profiles): • Being a dean or chancellor • Profile includes media mentions • Being a PI on NIH grants • Having many years of publishing experience 15
  16. 16. 2. Be an active online communicator 16
  17. 17. 2. Be an active online communicator The kind of people who are sought out are the kind of people who are already part of the conversation: • Profile includes Twitter • Profile includes Slideshare • Profile include media mentions 17
  18. 18. 3. Include links to your other websites 18
  19. 19. 3. Include links to your other websites  Blog  Lab website  Projects you’re working on  Medical practice  Studies you’re working on  Nonprofits you volunteer with  Departmental profile  LinkedIn profile  GitHub profile  ResearchGate profile 19
  20. 20. 4. Include a bio and photo 20
  21. 21. 4. Include a bio and photo 21
  22. 22. 4. Include a bio and photo 22 vs.
  23. 23. 4. Include a bio and photo 23
  24. 24. 4. Include a bio and photo 24
  25. 25. 5. Add slides and videos 25
  26. 26. 5. Add slides and videos  Profile includes slideshare  Profile includes videos 26
  27. 27. 5. Add slides and videos 27 Yanxin Liu • Postdoc • http://profiles.ucsf.edu/yanxin.liu
  28. 28. 5. Add slides and videos 28 Jorge Arroyo Palacios • Postdoc • http://profiles.ucsf.edu/jorge.arroyopalacios
  29. 29. What doesn’t correlate with popularity? 29
  30. 30. What doesn’t correlate with popularity? Factors that don’t predict visits (but are helpful to readers): • Profile includes awards • Profile includes custom keywords • Profile includes education 30
  31. 31. The 5 secrets of popular profiles: 1. Be popular, newsworthy, and funded 2. Be an active online communicator 3. Include links to your other websites 4. Include a bio and photo 5. Add slides and video 31

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