Download - How we are perceived and how they could see us: selfie generation designs the library marketing plan
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How we are perceived and how they could see us: selfie generation designs the library marketing plan
Nieves González
Fernández-Villavicencio
@nievesglez
Library. University of
Seville
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Index
1. Selfie generation: our students2. Library marketing Campaigns3. How they see us: survey4. Results: new marketing plan
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1. Selfie generation
Selfies 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).
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Students of Economics and Law Degree. University of Seville
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Hours per year the office of communications spend in tasks related to Instagram (Primary Research Group, 2015)
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University of Seville. Library
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University of Seville. Library
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Library Branch of Economics and Business.Marketing plan in social media for/by selfie
generation (2015-2016)
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Our objectives are...
Effective Student Success or Retention Plan
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Our objectives are...
Effective future workers and employability
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We have to work in collaboration with...
● Faculty● Administrators● Professional staff● Support staff● Student, Selfie
Generation
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Our marketing team of Selfie Generation
Alejandro Delgado Luis Sánchez Ramírez
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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 points3. Identify the most impacting staff
tasks for their colleagues4. SWOT analysis
Our methodology: the context2015 Nov.-Dec.
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1. Survey with 20 questions: library perceptions and expectations
2. Target: students of every Degree in Economics and Business Facultya. 1200 from First Courseb. 800 from Third Course
3. Data analysis from 2000 surveys (automatic reading machine)
4. Results: Weak and Strength points
Our methodology: the data2016 Jan.
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2. Results: How they see us (Weaks)
• …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…
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2. How they could see us
• Quality resources and materials, easy to 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)
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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)
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3. New marketing plan for Economics and Business Library2016 Feb.
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Focus on:Facilitate the use of library collection for study and entertainment
Box for return books
Book Return Box Marketing Campaign
Users Channels of Communication
Tools Hashtags Mentions/ hashtags
Dates Person in
charge
Students 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_US
@unisevilla
Feb./Apr.
Name
Facebook Post #BookReturn
#bibeco
#usetheBox
@bibeco
@Biblioteca_US
@unisevilla
Feb./Apr.
Name
Public monitor News Feb./Apr.
Name
University Library Web
News Feb./Apr.
Name
BibEco Web News Feb./Apr.
Name
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Marketing campaign for promotion of Box Books Return
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Focus on:Learning in digital competencies
More training and use of the social media channel Instagram
New communicative channelsInstagram channel for instagrammersStudent-guided Instagram programme for first-year students
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Focus on:Facilitate the employability
Entrepreneur-ship room and networking sessions
Entrepreneurship Meeting Room and networking sessions Marketing Campaign
Users Channels of Communication
Tools Hashtags Mentions/ hashtags
Dates Person in
charge
Students
of
grades,
master
and PhD
e-mail Mailing lists of students (by
grades, master and PhD)
Feb./Mar. Name
Twitter Tuits #Entrepreneurship#Learning#bibeco#topicoftheday
@bibeco
@Biblioteca_US
@unisevilla
@Speaker
Feb./Mar. Name
Facebook Post #Entrepreneurship#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
EM
NETWORKING
Entrepreneur-ship room and networking sessions
Financial competencies
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Measure the success with our set of indicators in social media
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Conclusions
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
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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 Planhttps://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/10.1145/2669711.2669956Kraft, Amanda. «# Shelfies are encouraged», 2016, n. January, pp. 10-13. http://crln.acrl.org/content/77/1/10.full.pdf+htmlInstagram 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-CompartirIgual 4.0 Internacional
Nieves González-Fernández-Villavicencio
@nievesglez
University of Seville. Library
Thanks you