UCCSC 2013 Presentation on UCSF Profiles

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UCSF Profiles: Researcher Networking and More

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  • Relied upon campus resource to find out about peopleRe-use of data via syndication has been a great time saver Use of data has helped solve email inundation complaintsUpgrading to a platform allows for rapid expansion by many SEO, communications result in a lot of traffic, making UCSF Profiles a third major public web gateway to the institution, in addition to ucsf.edu and directory.ucsf.edu
  • Talk about the time period – since launch only 3 years ago
  • In the past 4 months – excluding bots – 99% of pages have been clicked on via search engines
  • Speak about Pages at the top of a google search result in the NYT linking to Profiles when a UCSF researcher is written about We continue to promote and communicate about UCSF Profiles, forging partnerships with University relations, UC TV and across campus departments and schools, many of which link back Marketing and communications efforts which include leadership emails at launch, signage on campus shuttles, other horizontal and vertical marketing approaches.
  • Relied upon campus resource to find out about peopleRe-use of data via syndication has been a great time saver Use of data has helped solve email inundation complaintsUpgrading to a platform allows for rapid expansion by many SEO, communications result in a lot of traffic, making UCSF Profiles a third major public web gateway to the institution, in addition to ucsf.edu and directory.ucsf.edu
  • UCCSC 2013 Presentation on UCSF Profiles

    1. 1. Clinical and Translational Science Institute / CTSI at the University of California, San Francisco UCSF Profiles Researcher Networking and More! Eric Meeks & Leslie Yuan UCCSC 2013, Irvine CA
    2. 2. The 5 things to know about UCSF Profiles 1. Campus resource to identify expertise and enable collaboration 2. Data is public, widely syndicated on campus 3. Provides data and content for “precision” email 4. Software platform allowing many to contribute 5. Lots of traffic from on and off campus (2100+ visits per day, majority from search)
    3. 3. #1. IT’S DESIGNED FOR RESEARCHERS Photo credit: Okko Pyykkö, used under CC
    4. 4. “ it’s basically like for biomedical researchers ”
    5. 5. Technically, what is UCSF Profiles? • Open source, from Harvard https://github.com/ProfilesRNS • IIS/.NET + MS SQL Server • Public interfaces via XML, JSON, RDF Linked Data, and Drupal module • ShindigORNG on Tomcat/Java • OpenSocial (HTML + JavaScript) plugin support
    6. 6. What is UCSF Profiles designed to do? http://profiles.ucsf.edu Use it to: • Discover experts at UCSF • Learn about their research • Connect to them
    7. 7. Who’s in UCSF Profiles? 6,191 people at UCSF, mostly: • Faculty • Postdocs • Trainees
    8. 8. What does UCSF Profiles tell you about people? Automatic • Publications • Research topics • Links to other websites • Global health experience • NIH grants • Networks – Co-authors – “Similar” people Manual • Narrative • Photo • Awards & Honors • Videos & News • Slideshare account • Mentorship • Twitter feed
    9. 9. How does UCSF Profiles tell you about people?
    10. 10. How have real people benefited? • Helped me prepare lectures and work with students • I found a potential book contributor • It helps me find info about faculty • Identify potential mentors • Looking for research opportunities • Great resource for finding potential research collaborators and for PhD dissertation committees • Helped prepare research critique • Helped find new nursing research problems • Found info about doctors
    11. 11. #2. THE DATA’S REUSED ALL OVER
    12. 12. Why use UCSF Profiles’ APIs? http://opendata.profiles.ucsf.edu • Ease of integration • Data quality • Time and thus cost savings for faculty, staff and IT
    13. 13. UCSF Profiles data is syndicated by websites and apps across campus • UCSF Mobile App for iOS and Android • UCSF Mobile Website • Advance • UCSF Cardiology • UCSF Center for AIDS Research • UCSF Division of Gastroenterology • UCSF Division of Geriatrics • UCSF Helen Diller Comprehensive Cancer Center • UCSF Division of HIV/AIDS • UCSF Division of Hospital Medicine, SFGH • UCSF Division of Nephrology • UCSF Occupational & Environmental Medicine • UCSF Dept. of Otolaryngology • UCSF Division of Rheumatology • UCSF Benioff Children's Hospital • UCSF Directory • UCSF Dept. of Emergency Medicine • UCSF Dept. of Epidemiology & Biostatistics • UCSF Medical Center • UCSF School of Medicine
    14. 14. #3. THE DATA’S USED FOR TARGETED EMAILS Photo credit: ©2013 Flixya.com
    15. 15. How we use the data to personalize emails Several “precision email” pilot projects have already been completed • Using our data for better targeting • Leveraging partners as the “sender” • Enabling joint promotion of our and our partners’ services
    16. 16. Example targeted email • UCTV/UCSF Profiles – UCSF Profiles pages enhanced with embedded videos – Sent 5/2/13 – To 300 faculty id’ed by UCTV with videos – ~40% Open Rate
    17. 17. #4. EVERYONE CAN BUILD UPON IT Photo credit: Tantek, used under CC
    18. 18. Why upgrade an application to a platform? • Platforms rock • Developers all over can build apps independently and simultaneously to increase functionality • Delivering more features more quickly to our researchers will accelerate science
    19. 19. UCSF Profiles = an OpenSocial container • OpenSocial: an Open Standard API for running applications on social web platforms (like LinkedIn, FB, Profiles, VIVO) • SlideShare, WordPress Blogs, Farmville, YouTube videos, Faculty Mentoring are examples of web applications that run on these platforms • Standards created = Open Research Networking “Gadgets” (ORNG, http://orng.info)
    20. 20. ORNG: Status • Profiles and VIVO are OpenSocial Containers • UCSF owns Profiles 2.0 code release • 12+ ORNG apps deployed from 3 academic institutions and 1 industry partner • ORNG combines the OpenSocial application standard with the JSON-LD data standard, we are presenting this work to the W3C
    21. 21. What does an ORNG app look like? UCTV and other Public YouTube Videos Links to ucsf.edu & other public news stories
    22. 22. #5. UCSF PROFILES GETS A LOT OF TRAFFIC Photo credit: Sonya >> 搜你丫, used under CC
    23. 23. Visits per month, Dec 2009 — Jun 2013 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Visits
    24. 24. In June 2013… 65,002 visits per month = 2,167 visits per day
    25. 25. In June 2013… Within UCSF campus • 8,032 visits – 276 visits per day • 4,727 unique visitors Outside UCSF campus • 56,970 visits – 1,899 visits per day • 46,740 unique visitors
    26. 26. Monthly visits, by location - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Dec… Feb… Apr-10 Jun-… Aug… Oct-10 Dec… Feb… Apr-11 Jun-11 Aug… Oct-11 Dec… Feb… Apr-12 Jun-… Aug… Oct-12 Dec… Feb… Apr-13 Jun-… World, outside USA USA, outside California California, outside San Francisco/UCSF San Francisco, outside UCSF UCSF Campus
    27. 27. Source of UCSF visitors, June 2013 Google, 60% UCSF.edu Search, 7% Other Search, 2% Direct / Unknown, 8% UCSF.edu, 4% UCSF Directory, 12% Other UCSF.edu Websites, 6% Other referrals, 1%
    28. 28. Source of Non-UCSF visitors, June 2013 Google, 69% UCSF.edu Search, 2% Other Search, 3% Direct / Unknown, 14% UCSF.edu, 2% UCSF Directory, 1% Other UCSF.edu Websites, 6% Other Referrals, 3%
    29. 29. What the web traffic data tell us We can’t assume users know our website We need to go where users are (Google!)
    30. 30. How we implemented SEO • Copyedited page titles, descriptions • Added Schema.org metadata • Implemented rel=canonical to prevent duplicate indexing • Set up sitemaps to ensure all of our 1000s of pages are indexed
    31. 31. Search results on Google Clean title Clean URL Metadata Description  Sitemaps
    32. 32. Where does Google send traffic? • profiles.ucsf.edu/first.last – 79% of referred clicks, 46,567 clicks in past month • home page, help, about, etc. – 0.5% of referred clicks, 340 clicks in past month • everything else (concept, publication, etc.) – ~20% of referred clicks, ~12,000 in past month
    33. 33. Over the last 4 months, 99% of profile pages have been clicked on via search engines (by humans, not bots!) Photo credit: 2013 zazzle.com
    34. 34. After 3 years, where are we now? UCSF Profiles is: • A relied-upon campus resource • A major public online gateway to UCSF along with ucsf.edu and the directory Made possible with a focus on technology and sustained communications efforts
    35. 35. What’s on deck? UCSF is spearheading a cross-institutional partnership with universities in California Goals: 1. Further accelerate translational research by creating a California research network 2. Enable collaboration and discovery of expertise and resources across institutions in California
    36. 36. The 5 things to know about UCSF Profiles 1. Campus resource to identify expertise and enable collaboration 2. Data is public, widely syndicated on campus 3. Provides data and content for “precision” email 4. Software platform allowing many to contribute 5. Lots of traffic from on and off campus (2100+ visits per day, majority from search)
    37. 37. Thanks to UCSF and the UCSF Profiles Team • Anirvan Chatterjee, Informatician • Brian Turner, Product Mgr • Courtney McFall, Research Navigator • Cynthia Piontkowski, Web Developer • Eric Meeks, Lead Architect • John Daigre, Communications Director • Leslie Yuan, Product Owner • Mini Kahlon, Project Sponsor • Nooshin Latour, Communications Mgr • Oksana Gologorskaya, Product Mgr • Rachael Sak, Research Navigation Mgr
    38. 38. Questions? Let us know! profiles@ucsf.edu

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