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Similar to UCSF Profiles, more Moneyball, less Field of Dreams, presented at U of Chicago, May 2014
UCSF Profiles, more Moneyball, less Field of Dreams, presented at U of Chicago, May 2014
- 1. Clinical and Translational ScienceInstitute / CTSI at the University of California, San Francisco UCSF Profiles: more Moneyball, less Field of Dreams University of Chicago-Digital Science Workshop, May 2014 Presented by Leslie Yuan, MPH (profiles.ucsf.edu/leslie.yuan)
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- 3. If you buildit, they probably won’t come… Photo credit: ©imdb.com
- 4. Use your data Photocredit: ©onthedash.com
- 5. 5 of UCSF’sKey Tactics to get results like this: Monthly Visits to UCSF Profiles since launch 92,000 Visit/month
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- 7. Source of UCSFvisitors, Jul-Dec 2012 Google 52% UCSF.edu search 9% Other search 2% Direct / Unknown 6% UCSF Directory 16% UCSF.edu home/internal links 2% UCSF.edu news 4% CTSI websites 3% Other referrals 6% Use Google Analytics
- 8. Leverage Google: search engineoptimize pages Sitemaps ✓ Metadata ✓ Description ✓ Clean URL Clean title
- 9. • 809,000 visits= average 2,216 visits/day • Accessed from 1,700 universities • 88% of researcher profiles have been viewed 10+ times 2013 Traffic
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- 11. Leads to Linksfrom National Media
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- 13. APIs Provide Datato 27 UCSF Sites and Apps
- 14. Personalized Stats areSent to Profile Owners Hello Leslie, Congrats! In 2013, your UCSF Profiles page was viewed 230 times, including… • 65 times from UCSF • 31 times from other universities • 2 times from major pharmas
- 15. Research Analytics Sharedwith Leadership “Thanks a lot for this. This is something we claim all the time, but who knew we were the first. I am so happy to have this info and will definitely broadcast it.” -- Chair, UCSF Dept of Epi / Biostats Epidemiology & Biostatistics 424 of 829 publications co-authored with other UCSF departments
- 16. Tactic #3 Keep lookingat the data
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- 19. Network Visualizations Co-authorships acrossDepartment of Biochemistry & Biophysics
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- 22. Added Websites, Videos, t weets,and more … inline
- 23. Old URLs, NewURLs profiles.ucsf.edu/profile/365973 profiles.ucsf.edu/leslie.yuan
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- 25. Partnerships • University Relations/ Public Affairs • University Development & Alumni Relations • UCSF Library • UC TV • Campus Directory • UCSF School of Medicine • UCSF Center for AIDS Research • UCSF Department of Radiology And dozens more
- 26. UCSF Profiles Success Factors 1.Leverage Google 2. Share Data 3. Measure Everything 4. Engage Researchers 5. Partner across Campus Questions? leslie.yuan@ucsf.edu
- 27. http://profiles.ucsf.edu • Researchers useit to find collaborators and identify mentors • Funders use it research potential grantees • Administrators use it understand research trends and find speakers • Journalists use it to find potential sources • IT staff use it to keep department websites updated • Development staff use it to match researchers with opportunities • Patients use it to evaluate clinicians' research background • Visiting scholars use it find people to connect with • UCSF applicants use it to understand current research areas • Reviewers use it to research author background and experience
Editor's Notes
- #3 From traffic to engagement, we’ve tried to use the data to drive both
- #5 Not quite as rigorous as sabermetrics – but …
- #6 From 0 visits to almost 100,000 visits per month since launch in 2010
- #9 We’re playing nice with Google We’ve search engine optimized our pages with the goal of one of our pages coming up in the top 3 search results for a person a UCSF
- #10 "Profiles has been getting a huge amount of traffic. Last year, we were getting 2,200 visits per day to UCSF Profiles, 70% of that via Google. But the numbers keep going up. Last week, we were averaging 2,900 visits to UCSF Profiles every day."
- #11 Consistently show in the top 3 of google results
- #12 UCSF Profiles got 583 visits from a CNN.com news story (http://www.cnn.com/2014/02/24/health/mystery-illness-in-california/) and 283 visits from a late January New York Times commentary piece (http://www.nytimes.com/2014/01/31/opinion/we-are-giving-ourselves-cancer.html).some of our biggest national news outlets are linking to our little res networking tool NYTWSJ Every news story on ucsf.edu that mentions a researcher links back to their profile
- #16 started looking at some of the data, visualizing and making some inferences on the collaborative nature of departments and schools, based on co-authorship data
- #21 Understand that researcher is userDeliver what they want and need – in both roles As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture?
- #22 Get them from the beginning – change behavior right away Lifecycle of the ucsf researcher Understand that researcher is user and owner – As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture?
- #23 Understand that researcher is user and owner – As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture?
- #25 Our team is comprised of both technology and communications expertsWe think about and build in communications strategies from the start, and build upon opportunities as they come up
- #26 Understand that researcher is user and owner – As user – have to figure out their needs and deliver to meet those needsAs owner – need to make them look good, and provide ways to make them look better, play to strengths (diff between jr faculty and sr faculty) – but everyone needs to look good. How can we complete the representation or complete each person’s picture? Univ Relations – link to profiles. We give them back rolled up stats on how many people they wrote about, across each school / dept, to see if they have coverage and/or biases