5 Secrets of a Successful UCSF Profiles page 2015

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This document discusses secrets to having a successful UCSF Profiles page based on analytics of over 1.2 million visits in the last year. The top factors that predict a popular profile are: 1) being popular, newsworthy, and well-funded; 2) being an active online communicator through social media and blogging; 3) including links to other professional websites; 4) including a bio and photo; and 5) adding slides and videos. Simply including awards, keywords, or education does not strongly correlate with more profile visits.

Clinical & Translational
Science Institute
5 Secrets of a Successful
UCSF Profiles Page
9/21/2015
Anirvan Chatterjee
CTSI at UCSF

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

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

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

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

Where visitors came from in the past year
UCSF Campus
13%
San Francisco
Bay Area
28%
California
9%
USA
31%
International
19%
7

How people got to Profiles in the past year
Google, Yahoo, Bing
UCSF.edu search
Other UCSF sites
Other websites
Other
8

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

1. Be popular, newsworthy, and funded
14

3. Include links to your other websites
18

5. Add slides and videos
27
Yanxin Liu • Postdoc • http://profiles.ucsf.edu/yanxin.liu

5. Add slides and videos
28
Jorge Arroyo Palacios • Postdoc • http://profiles.ucsf.edu/jorge.arroyopalacios

What doesn’t correlate with popularity?
29

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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5 Secrets of a Successful UCSF Profiles page 2015

1. Clinical & Translational Science Institute 5 Secrets of a Successful UCSF Profiles Page 9/21/2015 Anirvan Chatterjee CTSI at UCSF

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. 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. 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. 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. Visitors from the media… 6

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. How people got to Profiles in the past year Google, Yahoo, Bing UCSF.edu search Other UCSF sites Other websites Other 8

9. But that’s mostly… 9

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. What predicts profile popularity? 11 your profile will be ridiculously popular

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. Correlation is not causation 13

14. 1. Be popular, newsworthy, and funded 14

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. 2. Be an active online communicator 16

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. 3. Include links to your other websites 18

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. 4. Include a bio and photo 20

21. 4. Include a bio and photo 21

22. 4. Include a bio and photo 22 vs.

23. 4. Include a bio and photo 23

24. 4. Include a bio and photo 24

25. 5. Add slides and videos 25

26. 5. Add slides and videos  Profile includes slideshare  Profile includes videos 26

27. 5. Add slides and videos 27 Yanxin Liu • Postdoc • http://profiles.ucsf.edu/yanxin.liu

28. 5. Add slides and videos 28 Jorge Arroyo Palacios • Postdoc • http://profiles.ucsf.edu/jorge.arroyopalacios

29. What doesn’t correlate with popularity? 29

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. 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

Editor's Notes

In the last 3 years, we’ve had a wide variety of media outlets linking directly to Profiles. Every one of the media outlets listed here have linked to Profiles pages when they’re covering UCSF researchers. And when they link to Profiles, members of the public follow those links as well.
Public domain image: https://pixabay.com/en/luck-biscuit-oracle-fortune-cookie-898281/ (with Anirvan’s edits)
Public domain image: https://pixabay.com/en/portrayal-portrait-crying-cry-baby-89189/
Public domain image: https://pixabay.com/en/concert-crowd-audience-people-768722/
Public domain image: https://pixabay.com/en/iphone-smartphone-apps-apple-inc-410324/
Public domain image: https://pixabay.com/en/chain-wood-trunks-stainless-wood-742768/
Public domain photo: https://pixabay.com/en/photographer-camera-photograph-lens-640419/
Public domain image: https://www.pexels.com/photo/hands-woman-photography-children-516/

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Editor's Notes