Amia 2011: Incentivize use and understand your audience
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The UCSF Profiles initiative, launched in 2010, aimed at increasing usage and user engagement by promoting a research networking tool through consistent messaging and marketing strategies. The campaign successfully led to a sustained increase in site traffic and profile edits over several months, with notable participation from the UCSF community. Key strategies included leadership buy-in, pre-populated data, and continuous outreach to ensure user engagement.
Amia 2011: Incentivize use and understand your audience
- 1. Incentivize Usage & Understand Your Audience Leslie Yuan*, Katja Reuter, Eric Meeks, Anirvan Chatterjee, Brian Turner, Maninder Kahlon *Presenter: Director, Web Products, Clinical and Translational Science Institute (CTSI), University of California, San Francisco Presented at AMIA, Oct 2011
- 2. We launched UCSF Profiles, a Research Networking Tool for UCSF Will they Now what? come now that we’ve built it?
- 3. We have 2 Goals
- 5. At launch, we worked with partners across UCSF, and created a promotional package
- 6. Promotional Package Examples Consistent Messaging Consistent Branding Introductory Online PPT Print Brochure Sweepstakes
- 7. During 3 weeks of launch promotion, we worked with 6 key communicators across UCSF Sept 17 – Oct 5, 2010
- 8. UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
- 9. UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
- 10. UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community Direct Mailing to all ~2500 in UCSF Profiles, promoting: - UCSF Profiles: How it works. - Sweepstakes - CTSI Services Overview
- 11. UCSF Library Website ~32,000 pageviews/month + Newsletter ~8000 recipients UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
- 12. UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community ~130 attendees at the luncheon/kiosk session ~50-80 attendees at each workshop
- 13. News Link on SOM Home page ~ 10,000 – 15,000 visits/day + Newsletter ~ 2000 faculty recipients ~ 5800 staff and academics UCSF UCSF UCSF Academic Affairs News Office Media, Doc. & Mail Faculty Development Day UCSF UCSF UCSF EVC Office Library SOM UCSF Community
- 14. Promotions had transient and sustained impact on usage of UCSF Profiles
- 15. UCSF.edu Faculty Sweepstakes SOM Provost Email Direct Mailing Article Dev. Day Deadline eNewsletter UCSF Library HP CTSI Newsletter UCSF Library 2 visits/Sep20th eNewsletter 43 UCSF SOM HP visits/Sep28th 46 visits/Sep20th 1 visit = 1 session: users returning to the site within 30 minutes are counted as 1 visit.
- 16. Sustained Increase 5 Months after Initial Promotion Number of Visits/Day 09/20/2010 03/10/2011 Dates
- 17. Traffic = Engagement UCSF.edu Faculty Sweepstakes SOM Provost Email Direct Mailing Article Dev. Day Deadline eNewsletter UCSF Library HP CTSI Newsletter UCSF Library 2 visits/Sep20th eNewsletter 43 visits/Sep28th UCSF SOM HP 46 visits/Sep20th 1 visit = 1 session: Users returning to the site within 30 minutes are counted as 1 visit.
- 18. Time to take a closer look… 18
- 19. Increased Number of Edited Profiles Due to Promotion
- 20. A sweepstakes entry requirement led to additional curation
- 22. UCSF Profiles Everywhere! Integrated into campus directory: one of the most heavily trafficked sites at UCSF Place links where ever possible UCSF.edu News Cross link names to UCSF Profile
- 23. Sources of network visits to UCSF Profiles Google-based
- 24. Share the Wealth ... integrate UCSF Profiles’ data with other major UCSF Department and Division websites. Sharing 700+ campus UCSF Profiles profiles updated automatically Data from UCSF Profiles
- 25. The “Pub” Feed
- 26. Find the Vertical Targets Targeted talks and emails to address specific groups and sweet spots 26
- 27. Push out Relevant Info… coming soon Send emails to people when there’s action! 27
- 28. Where are we now? 3,840 Profiles in the system, with 88,000+ publications 28
- 29. Steady growth in usage 5,000+ Visits per week 130,000 Unique Visitors 371,000 Page Views 29
- 30. Who Edited their Profile since Launch Sep 2010-March 2011 % of population who edited their profile (65) (146) (197) (243) (96) (4) Note: Total edited Profiles = 781 (20%)
- 31. Takeaway
- 32. We Used Multiple Strategies Over Time Marketing and Outreach Approaches Vertical Approaches 32
- 33. Top 5+ List 1. Leadership buy-in 2. Pre-populate 3. SEO (and use your analytics!) 4. Friends and partners 5. Consistent messaging
- 34. To the Virtual Home team at CTSI, UCSF …especially to Katja Reuter, Anirvan Chatterjee, Mini Kahlon Thanks To Our Friends and 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 Questions? Contact: [email protected]
Editor's Notes
- #3: Formally launched in Aug 2010,Just over a year ago This was after about a 10 month beta period, filled with presentations across campus to high level leadership to garner support, awareness, understanding, buy in
- #4: Engagement / Curation, where a person logs in and actually edits or contributes information online…in this case, it would info about themselves (on their own profile) one big benefit of the Profiles product is automatic pre-population of researcher profiles with demog and publication data so when folks log in, they would likely see quite a bit of information already there – not like starting from a blank page
- #5: PrintOnlineSweepstakes – giving away an iPad for adding a Narrative
- #6: Ucsf.edu - the main ucsf web property - getting over half a million page views a month News Article on the home page
- #7: Buy in from the Exe VCSent an email announcing UCSF Profiles to 8000 people across campus
- #8: Created a direct mail piece that was sent to everyone in the system who had a profile – at the time about 2500 individuals -- overview -- sweepstakes
- #9: Got on the agenda of UCSF Annual Faculty Development day, presented at workshops and had demos during lunch
- #10: News link on the home page of the UCSF School of Medicine web site – the largest of the 4 schools Plus the School of Med sends out a newsletter to faculty, staff and other academics – with a plug announcing the product
- #11: Tracked the traffic back with Google analytics, staggered the various promotions over time to see if we could see individual effects of each promotion
- #12: And here’s what we saw .. By far the biggest impact was the Email from the Exec VC for Research
- #13: And we were happy to see sustained traffic 5 months after that initial 3 week period where the avg number of visits per weekday doubled
- #14: BUT …. Traffic definitely does not equal engagement … The red line shows the number of contributors against the traffic stats
- #15: Plotting the number of edited profiles over a longer period of time showed a nice steep adoption rate that levels off
- #16: In more detail, looking at specific behavior of editing your own profile – people tended to do more than the minimum required for that sweepstakes entry --
- #17: But we wanted and did more!
- #18: We are on a mission to make UCSF Profiles ubiquitous across campus
- #19: We've made these changes to our profile pages:Improved headingsImproved page titleAdded more external links to alternate user profilesFacilitated addition of more keyword-rich narrative textAdded semantic microformats data
- #20: 1000 visits per day on weekdays Web analytics help us evaluate how the site is being used, find gaps, and measure improvements.We look at pages (home, search results, profiles), audiences (on-campus, off-campus), referrers (Google, UCSF.edu, etc.), interactions (bounce rate, page depth).
- #22: Used a lot of strategies over time, continue to work through new ones to again, make it ubiquitous