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Presentation of a collaborative communications approach and its impact to promote a research networking tool across an academic, biomedical research institution.
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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
Making Friends in Many Places Collaborative Promotion of a Research Networking Tool and Its Impact
Friday, March 25, 2011
We had two goals...
Friday, March 25, 2011
UCSF Community
Friday, March 25, 2011
Promote UCSF Profiles to the UCSF Community
~ 2,400 faculty and 20,400 staff
1
UCSF Community
Friday, March 25, 2011
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
UCSF Community
Friday, March 25, 2011
Working with partners across the UCSF campus, we needed a promotional package
to support them...
Friday, March 25, 2011
Promotional Package
Consistent Messaging: Talking Points
and Email Template
Consistent Branding: Product Image
and Tagline
Introductory Online Powerpoint
Info Print Brochure
Promotional Card for Sweepstakes
Examples
Friday, March 25, 2011
During 3 weeks of promotion,we worked with 6 key communicators...
Sept 17 – Oct 5, 2010
Friday, March 25, 2011
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
Friday, March 25, 2011
Sent email to the UCSF research community ~8000 UCSF recipients
UCSF Community
UCSF News Office
UCSF EVC Office
UCSF Library
UCSF SOM
UCSF Media, Doc. & Mail
UCSF Academic Affairs Faculty Development Day
Friday, March 25, 2011
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
Friday, March 25, 2011
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
Friday, March 25, 2011
~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
Friday, March 25, 2011
News Link on SOMHome 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
Friday, March 25, 2011
Promotions had transient and sustained impact on usage of the research networking tool, UCSF Profiles.
Friday, March 25, 2011
1 visit = 1 session: users returning to the site within 30 minutes are counted as 1 visit.
Provost Email
UCSF Library HP2 visits/Sep20th
UCSF SOM HP46 visits/Sep20th
UCSF.eduArticle
Direct Mailing
CTSI Newsletter
FacultyDev. Day
SOM eNewsletter
SweepstakesDeadline
UCSF Library eNewsletter
43 visits/Sep28th
Friday, March 25, 2011
Sustained Increase 5 Months after Initial Promotion
Dates
Number of Visits/Day
09/20/2010 03/10/2011
Friday, March 25, 2011
1 visit = 1 session: Users returning to the site within 30 minutes are counted as 1 visit.
Increase in Visits DOES NOT Necessarily Translate into Increased Contributions
Provost Email
UCSF Library HP2 visits/Sep20th
UCSF SOM HP46 visits/Sep20th
UCSF.eduArticle
Direct Mailing
CTSI Newsletter
FacultyDev. Day
SOM eNewsletter
SweepstakesDeadline
UCSF Library eNewsletter
43 visits/Sep28th
Friday, March 25, 2011
Increased Number of Edited Profiles Due to Promotion
Friday, March 25, 2011
Who Edited their Profiles during Promotional Phase?
Friday, March 25, 2011
Result of Sweepstakes Incentive during Promotional Phase
Number of Profile Elements Edited
Friday, March 25, 2011
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.
Where Are We at 5 Months after the Initial Promotion?
2633 profiles344 edited
13% edited profiles
Friday, March 25, 2011
Edited Profiles based on UCSF School since Launch ?Sep 2010-March 2011
Friday, March 25, 2011
Edited Profiles based on UCSF School since Launch ?Sep 2010-March 2011
Friday, March 25, 2011
Who Edited their Profiles since Launch ?Sep 2010-March 2011
Friday, March 25, 2011
We need to create new partnerships across UCSF to enable increased, long-term usage of the tool.
Friday, March 25, 2011
Cross-Linking Initiative
... to integrate UCSF Profiles with other major UCSF websites.
Sharing UCSF Profiles
Data
Friday, March 25, 2011
UCSF at SFGH
Providing Profiles Mini-Search for Others to Enhance their Website
Friday, March 25, 2011
Providing Profiles Data Feeds for Others to Enhance their Website
Friday, March 25, 2011
Takeaway
Provide promotional support for partners
Get senior sponsorship and make that apparent to your audience
Provide focused incentives that are very clear
Cumulative communications approach is necessary to have long-
lasting impact
Seed tools with high-value content
Ensure you know why you want users to contribute content
1.Get senior sponsorship and make that apparent to your user
2.Fine-tune messaging to map onto the true benefit of the tool and to proactively deter negative associations
Friday, March 25, 2011
If you have promoted a research networking tool at your academic institution,
we’d like to learn from your experiences.
Contact us at [email protected]
Friday, March 25, 2011
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 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 Affairs Judy Flannery, Marco Sanchez, Reggie Sparks, UCSF Media, Doc. & Mail
Friday, March 25, 2011