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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