#EMEARC16

#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

Students of Economics and Law Degree. University of Seville

#EMEARC16

#EMEARC16

Hours per year the office of communications spends in tasks

related to Instagram (Primary Research Group, 2015)

#EMEARC16

#EMEARC16

University

of Seville.

Library

#EMEARC16

University

of Seville.

Library

#EMEARC16

Library Branch of Economics and Business.

Marketing plan in social media for/by selfie

generation (2015-2016)

#EMEARC16

Our objectives are...

Effective Student

Success or Retention

Plan

#EMEARC16

Our objectives are...

Effective future

workers and

employability

#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

3. New marketing

plan for

Economics and

Business

Library2016 Feb.

#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

Marketing campaign for promotion

of Box Books Return

#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

Entrepreneurship

room and

networking

sessions

#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

Measure the success with our set of indicators in social media

#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

#EMEARC16

Selfie culture inside and

outside university libraries:

two study cases

#EMEARC16

Index

1. Spanish university libraries and

social media

2. Two study cases

3. Our proposal and conclusions

#EMEARC16

1. Spanish universities libraries and social media

#EMEARC16

http://www.rebiun.org/bibliotecaDigital20/Paginas/default.aspx

REBIUN. Spanish University

Libraries Network

#EMEARC16

Directory of

Spanish university

libraries on social

media

#EMEARC16

Ranking of

academic

libraries in

social media

by REBIUN

Followers

#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

1. University of Seville. Library

2. University of Alcalá. Library

2. Two study cases

#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

Our strategies in social media for

selfie generation

#EMEARC16

• For employment

• More comfortable

study zones

• Book loan reminders

• Resources for study

• Digital competencies

#EMEARC16

• Solidarity

#EMEARC16

• Games, for fun

#EMEARC16

• Complaints

#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

#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

University of Alcalá. Library

#EMEARC16

University of Alcalá. Library

#EMEARC16

III Strategic

Plan 2015-2017

University of Alcalá. Library

#EMEARC16

Our strategies in social media for

selfie generation

#EMEARC16

Services:

• book study

rooms

• books,

laptops

and movies

loan

#EMEARC16

Conversation

and

engagement

#EMEARC16

Conversation

and

engagement

#EMEARC16

Interaction

#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

“Including novelties and gift”

#EMEARC16

Complaints

Solution

#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

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