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Selfie culture inside and outside university libraries: two study cases

Nieves González Fernández-

Villavicencio

@nievesglez

Maria Isabel Domínguez-

Aroca

@misabelda

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Index

1. Spanish university libraries and social media

2. Two study cases3. Our proposal and conclusions

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Spanish libraries 2.0

2006

1. Spanish universities libraries and social media

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

REBIUN. Spanish University Libraries Network

Directory of Spanish university libraries on social media

Ranking of academic libraries in social media by REBIUN

Followers

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Vanity metrics (Opportunity)

Actionable metrics (Engagement)

● Community size (number of followers, contacts, likes).● Influence Índices: Klout, PeerIndex, SocialMention.

● 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.

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1.University of Seville. Library

2.University of Alcalá. Library

2. Two study cases

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University of Seville. Library

Library branches at University of Seville and social media presence

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Increasing followers in every social media channel

Followers 2013 2014

University of Seville. Library

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Very detailed planification of marketing campaign

Ordoñez-Cocovi, Elvira; Pérez-Benito, Charo; Lobato, Carmen; Millán, Laura (2016)

University of Seville. Library

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Campaign Target Communication channels

Contents Hashtags Mentions/Hashtags

Dates Responsible

Films collection

University community

Twitter Promotion by gender

#bibearq #nosgustaelcine #bib_US

@Biblioteca_US @delegarqSVQ @ETSIEdelegacion @unisevilla

Apr-Dec 2015 Weekly (Thursday)

Name

Promotion ZonaCine

#bibearq #nosgustaelcine #bib_US

@Biblioteca_US @delegarqSVQ @ETSIEdelegacion @unisevilla

Apr-Dec 2015 Weekly(Friday)

Name

Facebook Promotion by gender

#bibearq #nosgustaelcine #bib_US

Library USUniversity of SevilleCulture Services ETSAS

Apr-Dec 2015 Weekly(Thursday)

Name

Promotion ZonaCine

#bibearq #nosgustaelcine #bib_US

Library USUniversity of SevilleCulture Services ETSAS

Apr-Dec 2015 Weekly(Friday)

Name

Chart of the marketing campaign of the Films Collection (Seville University Library)

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Our strategies in social media for selfie generation

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● For employment● More comfortable

study zones● Book loan reminders● Resources for study● Digital competencies

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● Solidarity

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● Games, for fun

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● Complaints

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Central Management of social media and users by target and Website for marketing campaign management

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Wiki for social media data from every library branch

http://herramientas2-0.pbworks.com/

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University of Alcalá. Library

Link

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University of Alcalá. Library TWITTER 2015

TOTAL

FOLLOWERS

TWEET

S

RETWEETS

FAVORITES

MENTION

S

NEWS FOLLOWER

S

START DATE

Politécnica

1.101 2041

877

1073

82

189 20 May

2011

CRAI Arquitectura

757 2263 497 742 13 117 24 Feb.2012

Medicina 509 1613 323 403 85 143 5 Sept.2013

CRAI Economía y Derecho

201

1010

173

253

57

112

15 May2014

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University of Alcalá. Library

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University of Alcalá. Library

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III Strategic Plan 2015-2017

University of Alcalá. Library

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Our strategies in social media for selfie generation

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Services:• book study

rooms• books,

laptops and movies loan

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Conversation and engagement

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Conversation andengagement

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Interaction

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Nativity Scene made with pieces of old computer componentshttps://twitter.com/bibliopoliuah/status/676765206991761409

There were 70 entrieshttps://twitter.com/hashtag/BiblioTecnoBelen2015UAH?src=hash

Motivation

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“Including novelties and gift”

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Complaints

Solution

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III Strategic Plan 2015-2017.Objective: "Redefining and implementing the Plan of Social Media"

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• Listen everything they need• Offer everything they need• Inform • Hold conversation and engagement• Adapt• Measure• Evaluate

4. Our proposal and conclusions

The social media is not an end but a means to reach our users, to listen and to be listened

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Greetings our students selfie generation!!!

Students of the Physical Activity and Sports Sciences Degree. University of Alcalá

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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

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Atribución-CompartirIgual 4.0 Internacional

Nieves González-Fernández-Villavicencio

@nievesglez

María Isabel Domínguez-Aroca

@misabelda