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#EMEARC16
How we are perceived and how
they could see us: selfie
generation designs the library
marketing plan
#EMEARC16
Index
1. Selfie generation: our students
2. Library marketing campaigns
3. How they see us: survey
4. Results: new marketing plan
#EMEARC16
1. Selfie generationSelfies make up 30 percent of the
photos taken by people ages 18-24.
A selfie cultivates a “visual culture”,
because it “shows, not tells, how
you’re feeling, where you are, what
you’re doing”. Selfies are tools of
communication more than marks of
vanity (but yes, they can be a little
vain).
#EMEARC16
Hours per year the office of communications spends in tasks
related to Instagram (Primary Research Group, 2015)
#EMEARC16
Library Branch of Economics and Business.
Marketing plan in social media for/by selfie
generation (2015-2016)
#EMEARC16
● Faculty
● Administrators
● Professional staff
● Support staff
● Student, Selfie
Generation
We have to work in collaboration
with...
#EMEARC16
Our marketing team
from the Selfie Generation
Alejandro Delgado Luis Sánchez Ramírez
#EMEARC16
1. Interviews with library staff in
order to know every specific task
they do in the library and if their
attitude is open to change and
service
2. Detect Weak and Strength points
3. Identify the most impacting staff
tasks for their colleagues
4. SWOT analysis
Our methodology: the context
2015 Nov.-Dec.
#EMEARC16
1. Survey with 20 questions: library
perceptions and expectations
2. Target: students of every Degree in
Economics and Business Faculty
a. 1200 from First Course
b. 800 from Third Course
3. Data analysis from 2000 surveys
(automatic reading machine)
4. Results: Weak and Strength points
Our methodology: the data
2016 Jan.
#EMEARC16
2. Results: How they see us
(Weaknesess)
• …see us like we are
• …use the library, only for course reserves or study
room
• …converse with the librarians
(anxiety)
• …say what they want
• …know what we can do to
help them
• …see us
They don’t…
#EMEARC16
2. How they could see us
• Quality resources and materials, ease of use
• Quality and proximity of our librarians
• Orientation and accompaniment planification
• Appealing, innovative spaces, colours, different zones to improve the
learning and employability:– Entrepreneurship room and networking sessions
– Conferences and meetings with entrepreneurs
– Group Rooms for group tutoring
• Learning of digital competences
• Improvement of communication by social media channels (targeted
advising campaigns and use of Instagram)
#EMEARC16
Reproduction of our study in France, Mexico and Chile
(Economics and Business Studies)
● University Haute-Alsace
(France)
● Universities of Baja
California (UABC-UNAM,
CETYS,
IBEROAMERICANA)
● University Catholique of
Chile (DUOC-UC)
#EMEARC16
Focus on:
Facilitate the use
of library collection
for study and
entertainment
Box for
return books
Book Return Box Marketing Campaign
Users Channels of
Communicatio
n
Tools Hashtags Mentions/
hashtags
Dates Person in
charge
Student
s of
grades,
master
and
PhD
e-mail Mailing lists of
students (by
grades, master
and PhD)
Feb./
Apr.
Name
Twitter Tuits #BookReturn
#bibeco
#usetheBox
@bibeco
@Biblioteca_U
S
@unisevilla
Feb./
Apr.
Name
Facebook Post #BookReturn
#bibeco
#usetheBox
@bibeco
@Biblioteca_U
S
@unisevilla
Feb./
Apr.
Name
Public monitor News Feb./
Apr.
Name
University
Library Web
News Feb./
Apr.
Name
BibEco Web News Feb./
Apr.
Name
#EMEARC16
Focus on:Learning in digital competencies
More training and use of the social media
channel Instagram
New communicative channelsInstagram channel for
Instagrammers
Student-guided Instagram programme for
first-year students
#EMEARC16
Focus on:
Facilitate the employability
Entrepreneurship
room and
networking
sessions
Entrepreneurship Meeting Room and networking sessions Marketing Campaign
Users Channels of
Communication
Tools Hashtags Mentions/
hashtags
Dates Person in
charge
Student
s of
grades,
master
and
PhD
e-mail Mailing lists of
students (by
grades, master
and PhD)
Feb./Mar. Name
Twitter Tuits #Entrepreneur
ship
#Learning
#bibeco
#topicoftheday
@bibeco
@Biblioteca_US
@unisevilla
@Speaker
Feb./Mar. Name
Facebook Post #Entrepreneur
ship
#Learning
#bibeco
#topicoftheday
@bibeco
@Biblioteca_US
@unisevilla
@Speaker
Feb./Mar. Name
Public monitor News Feb./Mar. Name
University
Library Web
News Feb./Mar. Name
BibEcoWeb News Feb./Mar. Name
#EMEARC16
They don’t…• see us like we are
• use the library, only for course
reserves or study room
• converse with the librarians
(anxiety)
• say what they want
• know what we can do to help
them
• see us
• We show them everything we do for
them
• They are going to use the library for
lending, study and workgroups
• We converse with them by new
media
• They learn digital competencies by
hashtags and Instagram
• They are saying what they want via
every channel
• They are seeing us
Conclusions
#EMEARC16
Bibliography and links
Time the Me Me Me Generation http://theologicalmatters.com/2015/10/27/5-keys-to-reaching-the-selfie-generation/
Primary Research Group 2015 Survey of the use of Instagram in Higher Education Marketing
20160128_165457Excerpts_from_the_Survey_of_Use_of_Instagram_in_Higher_Education_Marketing
http://www.primaryresearch.com/view_product.php?report_id=582
Campaña de marketing en la Biblioteca de la Universidad de Huelva http://www.nievesglez.com/2015/03/campana-de-marketing-en-
medios-sociales_16.html
University Business Effective Student Success or Retention Plan
https://www.universitybusiness.com/article/outlook-student-success-blending-academics-and-life-lessons
González-Fernández-Villavicencio, Nieves (2014). The Profitability of libraries using social media, ACM.
http://dx.doi.org/10.1145/2669711.2669956
Kraft, Amanda. «# Shelfies are encouraged», 2016, n. January, pp. 10-13. http://crln.acrl.org/content/77/1/10.full.pdf+html
Instagram University of Michigan https://www.instagram.com/umlibrary/ Wallis, Lauren. «# selfiesinthestacks : Sharing the Library with Instagram # selfiesinthestacks : Sharing the Library with Instagram».
Internet Reference Services Quarterly, 2015, v. 19, n. 3-4, pp. 181-206. http://dx.doi.org/10.1080/10875301.2014.983287
Atribución-Compartir
Igual 4.0 Internacional
Nieves González-Fernández-Villavicencio
@nievesglez
University of Seville. Library
Thank you
#EMEARC16
Index
1. Spanish university libraries and
social media
2. Two study cases
3. Our proposal and conclusions
#EMEARC16
http://www.rebiun.org/bibliotecaDigital20/Paginas/default.aspx
REBIUN. Spanish University
Libraries Network
#EMEARC16
• Community size (number of followers, contacts, likes).
• Influence Índices: Klout, PeerIndex, SocialMention.
Vanity metrics (Opportunity)
• Frequency of the activity of the library in social media (number of posts,
answers or comments).
• Web traffic from social media sites: number of visitors, bounce rate, etc.
• Mentions, number of RT, shared, comments, favorites, bookmarked items,
downloaded resources.
• Engagement rate.
Actionable metrics (Engagement)
#EMEARC16
University of
Seville. Library
Library branches at
University of Seville and
social media presence
#EMEARC16
Increasing followers in
every social media
channel
Followers
2013
2014
University of
Seville.
Library
#EMEARC16
Very detailed
planification of
marketing campaign
Ordoñez-Cocovi, Elvira; Pérez-Benito, Charo; Lobato, Carmen; Millán, Laura
(2016)
University of
Seville.
Library
#EMEARC16
Campaign Target Communic
ation
channels
Contents Hashtags Mentions/Hasht
ags
Dates Respo
nsible
Films
collection
Univers
ity
commu
nity
Twitter Promotion
by gender
#bibearq
#nosgustael
cine
#bib_US
@Biblioteca_US
@delegarqSVQ
@ETSIEdelegac
ion @unisevilla
Apr-Dec
2015
Weekly
(Thursday)
Name
Promotion
ZonaCine
#bibearq
#nosgustael
cine
#bib_US
@Biblioteca_US
@delegarqSVQ
@ETSIEdelegac
ion @unisevilla
Apr-Dec
2015
Weekly
(Friday)
Name
Facebook Promotion
by gender
#bibearq
#nosgustael
cine
#bib_US
Library US
University of
Seville
Culture Services
ETSAS
Apr-Dec
2015
Weekly
(Thursday)
Name
Promotion
ZonaCine
#bibearq
#nosgustael
cine
#bib_US
Library US
University of
Seville
Culture Services
ETSAS
Apr-Dec
2015
Weekly
(Friday)
Name
Chart of the marketing
campaign of the Films
Collection (Seville
University Library)
#EMEARC16
• For employment
• More comfortable
study zones
• Book loan reminders
• Resources for study
• Digital competencies
#EMEARC16
Central
Management of
social media
and users by
target and
Website for
marketing
campaign
management
#EMEARC16
Wiki for social
media data
from every
library branch
http://herramientas2-0.pbworks.com/
#EMEARC16
University
of Alcalá.
Library
Link
#EMEARC16
University of Alcalá. LibraryTWITTER 2015
TOTAL
FOLLOWERS TWEETS RETWEETS FAVORITES MENTIONS
NEWS
FOLLOWERS
START
DATE
Politécnica 1.101 2041 877 1073 82 189 20 May
2011
CRAI
Arquitectura757 2263 497 742 13 117 24
Feb.
2012
Medicina 509 1613 323 403 85 143 5 Sept.
2013
CRAI
Economía y
Derecho201 1010 173 253 57 112
15 May
2014
#EMEARC16
III Strategic
Plan 2015-2017
University of Alcalá. Library
#EMEARC16
Nativity Scene made
with pieces of old
computer componentshttps://twitter.com/bibliopoliuah/sta
tus/676765206991761409
There were 70 entrieshttps://twitter.com/hashtag/BiblioT
ecnoBelen2015UAH?src=hash
Motivation
#EMEARC16
III Strategic Plan 2015-2017.Objective:
"Redefining and implementing the Plan of
Social Media"
#EMEARC16
• Listen everything they need
• Offer everything they need
• Inform
• Hold conversation and engagement
• Adapt
• Measure
• Evaluate
4. Our proposal and conclusions
Social media is not an end but a means to reach our users, to
listen and to be listened
#EMEARC16
Greetings from our students selfie generation!!!
Students of the Physical Activity and Sports Sciences Degree. University
of Alcalá
#EMEARC16
Bibliography and links
• Ordoñez-Cocovi, Elvira; Pérez-Benito, Charo; Lobato, Carmen; Millán, Laura (2016). “Campañas de marketing en la
Biblioteca de Arquitectura de la Universidad de Sevilla”. El profesional de la información, v. 25, n. 1, pp. 125-134.
http://dx.doi.org/10.3145/epi.2016.ene.12
• González-Fernández-Villavicencio, Nieves (2014). The Profitability of libraries using social media, ACM.
http://dx.doi.org/10.1145/2669711.2669956
• González-Fernández-Villavicencio, Nieves (2016). Métricas de la web social y bibliotecas. Editorial UOC.
• REBIUN http://www.rebiun.org/bibliotecaDigital20/Paginas/default.aspx
• Universidad de Sevilla. Biblioteca. http://bib.us.es/conocenos/medios
• Wiki de Herramientas de la web social http://herramientas2-0.pbworks.com/
• Universidad de Alcalá. Biblioteca. Herramientas de la web social. http://www.socialmedia-uah.es/red-de-medios-
sociales/otros-centros/biblioteca-de-la-universidad-de-alcal%C3%A1.html
• Universidad de Alcalá. Biblioteca. Plan de Medios sociales, 2013
http://biblioteca.uah.es/biblioteca/documentos/plan_medios_sociales_BUAH.pdf
• Universidad de Alcalá. Biblioteca. Plan estratégico 2015-2017 http://biblioteca.uah.es/biblioteca/documentos/plan_2015-
2017.pdf
#EMEARC16
Atribución-Compartir
Igual 4.0 Internacional
Nieves González-Fernández-
Villavicencio
@nievesglez
María Isabel Domínguez-Aroca
@misabelda