denk- en discussiedag 2014 lezing frank daniel
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Denk- en Discussiedag 2014 Lezing Frank Daniel Bozar, Brussel Bibnet Thema: PubliekswerkingTRANSCRIPT
Always one
step ahead!
Marketing
strategies
for libraries
e-Book-lending
in Cologne
Organisation,
promotion and
experiences
Frank DanielDenk- en Discussiedag Brussel 2014
The future of media
Top trends from Horizon-report
– „People want to work, learn and study whenever and wherever they want“
– "Digital media literacy will increase in its meaning as a core competency in every discipline and in every profession"
– “Mobile Computing and e-books are among the technologies that will conquer the mass market in the next 12 months”
Quelle: http://www.nmc.org/pdf/2010-Horizon-
Inhabitants of Cologne 1.024.373
Library members 86.885
Budget € 13,9 Mio
Positions (FTE) 145
Number of items in stock (without databases) 852.295
(incl. 200.000 nonbooks, 377.000 nonfiction, 19.000 e-Media)
Visitors in libraries 2.047.398
Online visitors 1.9 Mio
Library facts and figures 2013
1. History
2. Operation
3. Formats & platforms
4. Usage
5. Licences
6. Support
7. Problems
8. Staff
9. Promotion
10.Outlook
Agenda
• Lending = giving sth. to sb. for a limited time
• Shareware: timestamp
• Negotiations with publishers in 2001
• Distrust: platform? technical implementation? security issues?
Library = lending -> also on the web?!
Lizenzen
Technik
PR
Support Bibl.
Bibl.
Bibl.
Bibl.
Bibl.
2007: Central service provider
DiViBib negotiates licences with publishers (copyright issue!)
Library orders via shopping system, have only simple right of use
pricing equals physical media + service costs
separate platform for library patrons
download of DRM-protected files
one user per licence
restricted usage time, also mobile and offline possible
How does „Onleihe“ work?
Look and feel of homepage
e-Books: ePub and PDF
newspapers and magazines: PDF
audio: WMA (or streaming)
video: WMV
Formats
www.e-ausleihe.de
search or browse
PC
library catalogue
download
Log-In
E-Reader MP3-Player Smartphone
Loan period ends automatically
checkout procedure
e-library: anytime and everywhere
demonstration
iOS and Android-Apps
many platforms – some restrictions
Viele Plattformen- viele Einschränkungen
Audio books
Fiction
guidebooks / non-fiction
Papers and magazines
no fines, no extra charges
E-Reader-compatible
Cheap devices
Quick approach, also mobile
using standardized software
e-Books and reading behaviour
• e-book-readers read more (60% indicate this)
• reading becomes mobile
• readers want to read samples before downloading
• e-book-readers read selectively (only certain passages, read books less likely to end, read parallel)
• 70% use at least two e-book capable devices
• e-book readers are frequent readers, not techies
• main age is 40-49 years, 60% are women
Study of Universität Hamburg, Institut für Marketing und Medien (2012)
Mai 2007: Start with 4 piloting libraries
31.12.12: 671 libraries: 53 single, 45 library networks
16.9.2014:1935 libraries
How many libraries offer the service?
year loans users loans plus titles exchange items
2007 5796 1203 7258 1 7291
2008 18459 2468 218 % 8336 2 8611
2009 29230 3053 58 % 9826 3 10362
2010 41071 3250 41 % 4101 10 4290
2011 52279 3854 27 % 6336 8 6708
2012 102387 5896 96 % 10223 9 11681
2013 173584 8025 70 % 15721 9 19367
Development of usage
10% of library patrons use e-lending
11% of aquisition budget spent for e-lending
Development of user number
Standard: price of printed copy = 1 licence = 1 user
[py > 2 years: multiple download]
[3x price of printed copy: 25 loans + 2 archive-ex.]
Licence models
Limited numberof licences
Some publishers are restrictive
AV-files as WMA/WMV only or online streaming
needs supportincompatible formats and devices
error-prone
no ownership!
Missing interfaces to LMS
Quelle:www.open4.org
loan periods not flexible
e-books only for download
titles in OPAC with deep
links to detailed entry
import routine for data
online-authentification
second patron account
separate reservation system
separate availability information
proprietary classification
interfaces
Help!!!
• up-to-date news of technical issues
• dictionary
• FAQs
• information about mobile devices
internal board for libraries
2nd-Level Support: Helpdesk
FAQs als Textbausteine
FAQs as text modules
Promotion: internal
Promotion: internal
• Presentation on staff meetings• News via mailing list • information in internal wiki• Staff trainings• eReaders & tablets for staff• Staff trainings• Staff trainings• Staff trainings…
External promotion: concept
External promotion: single actions
• press conference• setting up own domain (e-ausleihe.de)• flyers and posters• radio broadcasts (interviews) • recommendation of videos in local paper• mini poster campaign in trams• information screens in subway stations• "Road shows" in the foyer of the Central Library• presentations at partner institutions
External promotion: permanently
• Homepage, OPAC, social media• information to patrons by reference librarians• flatscreens with PPT presentation• posters and flyers• information on library shelves • presentation in user trainings and guided tours • covershow (z.B. als Bildschirmschoner)• displays in the shelves• deep links to papers, e.g. bit.ly/DieZeit
With an App to the eBook…QR-Codes on library shelves
External promotion: hands-on practice
E-Reader, tablets and E-Ausleihe:
Free trials in the library, free weekly workshops
Cooperative publishers
New licence models
Easy technology (cf. Overdrive)
New copyrightlaw?!
compatible with all platforms and devices
improved system architecture
24/7-Serviceintegration into LMS via NCIP
flexible loan periods
App in English
Thank you!
[email protected] www.e-ausleihe.de
Source:
Malcolm Campbell
www.ariadne.ac.uk/issue24/cartoon