Presentation of a collaborative communications approach and its impact to promote a research networking tool across an academic, biomedical research institution.

1. Making Friends in Many Places
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
Friday, March 25, 2011

2. We had two goals...
Friday, March 25, 2011

3. UCSF Community
Friday, March 25, 2011

4. 1 Promote UCSF Profiles
to the UCSF Community
~ 2,400 faculty and 20,400 staff
UCSF Community
Friday, March 25, 2011

5. 1 Promote UCSF Profiles
to the UCSF Community 2 Engage those represented in
UCSF Profiles to provide content
online
~ 2,400 faculty and 20,400 staff
~2500 faculty and academic leaders
UCSF Community
Friday, March 25, 2011

6. Working with partners across the UCSF campus,
we needed a promotional package
to support them...
Friday, March 25, 2011

7. Promotional Package
Examples
 Consistent Messaging: Talking Points
and Email Template
 Consistent Branding: Product Image
and Tagline
 Introductory Online Powerpoint
 Info Print Brochure
 Promotional Card for Sweepstakes
Friday, March 25, 2011

8. During 3 weeks of promotion,
we worked with 6 key communicators...
Sept 17 – Oct 5, 2010
Friday, March 25, 2011

9. UCSF UCSF UCSF Academic Affairs
News Office Media, Doc. & Mail Faculty Development Day
UCSF UCSF UCSF
EVC Office Library SOM UCSF Community
UCSF.edu article
~666,000 pageviews/
Sept 2010
Friday, March 25, 2011

10. Sent email to the UCSF research
community
~8000 UCSF recipients
UCSF UCSF UCSF Academic Affairs
News Office Media, Doc. & Mail Faculty Development Day
UCSF UCSF UCSF
EVC Office Library SOM UCSF Community
Friday, March 25, 2011

11. 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
Friday, March 25, 2011

12. 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
Friday, March 25, 2011

13. 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
Friday, March 25, 2011

14. 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
Friday, March 25, 2011

15. Promotions had transient and sustained impact
on usage of the research networking tool, UCSF Profiles.
Friday, March 25, 2011

16. 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.
Friday, March 25, 2011

17. Sustained Increase 5 Months after Initial Promotion
Number of Visits/Day
09/20/2010 03/10/2011
Dates
Friday, March 25, 2011

18. Increase in Visits DOES NOT Necessarily Translate
into Increased Contributions
UCSF.edu Provost Email Faculty Sweepstakes SOM
Direct Mailing
Article Dev. Day Deadline eNewsletter
UCSF Library HP CTSI Newsletter
2 visits/Sep20th UCSF Library
eNewsletter
UCSF SOM HP 43 visits/Sep28th
46 visits/Sep20th
1 visit = 1 session: Users returning to the site within 30 minutes are counted as 1 visit.
Friday, March 25, 2011

19. Increased Number of Edited Profiles Due to Promotion
Friday, March 25, 2011

20. Who Edited their Profiles during Promotional Phase?
Friday, March 25, 2011

21. Result of Sweepstakes Incentive
during Promotional Phase
Number of Profile Elements Edited
Friday, March 25, 2011

22. Where Are We at 5 Months after the Initial Promotion?
2633 profiles
344 edited
13% edited profiles
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.
Friday, March 25, 2011

23. Edited Profiles based on UCSF School since Launch ?
Sep 2010-March 2011
Friday, March 25, 2011

24. Edited Profiles based on UCSF School since Launch ?
Sep 2010-March 2011
Friday, March 25, 2011

25. Who Edited their Profiles since Launch ?
Sep 2010-March 2011
Friday, March 25, 2011

26. We need to create new partnerships across UCSF to
enable increased, long-term usage of the tool.
Friday, March 25, 2011

27. Cross-Linking Initiative
... to integrate UCSF Profiles with other major UCSF websites.
Sharing
UCSF Profiles
Data
Friday, March 25, 2011

28. Providing Profiles Mini-Search for Others to Enhance their Website
UCSF at SFGH
Friday, March 25, 2011

29. Providing Profiles Data Feeds for Others to Enhance their Website
Friday, March 25, 2011

30. 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
Friday, March 25, 2011

31. If you have promoted a research networking tool
at your academic institution,
we’d like to learn from your experiences.
Contact us at ctsi@ucsf.edu
Friday, March 25, 2011

32. 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 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
Friday, March 25, 2011