Collaborative Promotion of a Research Networking Tool and Its Impact

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...


UCSF Community


Promote UCSF Profiles to the UCSF Community

~ 2,400 faculty and 20,400 staff

1

UCSF Community


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


Working with partners across the UCSF campus, we needed a promotional package

to support them...


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


During 3 weeks of promotion,we worked with 6 key communicators...

Sept 17 – Oct 5, 2010


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


Sent email to the UCSF research community ~8000 UCSF recipients

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM




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 Library Website

+ Newsletter

~32,000 pageviews/month

~8000 recipients

UCSF Community

UCSF News Office

UCSF EVC Office

UCSF Library

UCSF SOM




~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




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




Promotions had transient and sustained impact on usage of the research networking tool, UCSF Profiles.


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


Sustained Increase 5 Months after Initial Promotion

Dates

Number of Visits/Day

09/20/2010 03/10/2011


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


Increased Number of Edited Profiles Due to Promotion


Who Edited their Profiles during Promotional Phase?


Result of Sweepstakes Incentive during Promotional Phase

Number of Profile Elements Edited


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


Edited Profiles based on UCSF School since Launch ?Sep 2010-March 2011


Who Edited their Profiles since Launch ?Sep 2010-March 2011


We need to create new partnerships across UCSF to enable increased, long-term usage of the tool.


Cross-Linking Initiative

... to integrate UCSF Profiles with other major UCSF websites.

Sharing UCSF Profiles

Data


UCSF at SFGH

Providing Profiles Mini-Search for Others to Enhance their Website


Providing Profiles Data Feeds for Others to Enhance their Website


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


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]


mailto:[email protected]

mailto:[email protected]

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


Collaborative Promotion of a Research Networking Tool and Its Impact

Health & Medicine

Transcript of Collaborative Promotion of a Research Networking Tool and Its Impact