targeting your users (identifying library stakeholders)
DESCRIPTION
This presentation by Urban Rybrink, Head of Communications at the National Library of Sweden was delivered as part of a workshop at LIBER's 2013 conference. The workshop was: "The Interactive Library: Communicating Effectively With Your Stakeholders". Learn more about the National Library of Sweden at www.kb.se/english and about LIBER at www.libereurope.euTRANSCRIPT
Targeting your users
Urban Rybrink
June 26th 2013
Sidnummer:
Why on the web?
• Collect and preserve all Swedish publications, andmake the material available to the public
• To pull together and develop the Swedish library sector
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NL on the web
12 blogs
More than 10 official
accounts in social
medias
7 sites
3
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Plus…
Press-room
Jointprojects
More than 10 search
services
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What does everybody else write?
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Target groups
Content can be divided into five target groups:
• Visitors/Public/Researchers– Visit and loans– Collections
• Libraries in Sweden– Libris – National search service– Library statistics– National cooperation– Open access– Metadata
• Providers– Digital deposits– Physical deposits– ISBN-central
• Government information– About the National Library as a
government agency– Offers of employment
• Foreign users
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Blogs – for special-interest users
• Reach small groups, but highly knowledged
• Interaction is possible
• Keep the regular website generalized forbroader target groups
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How can one measure social media?
Attention
Handling
Intresse
Interest
Action
Operation
Loyalty
• Unique visitors in owned media• Views in social media
• Visits in owned media• Page views in owned media• Pages per visit in owned media• Visits in owned media through social media
• Time spent in owned media• Interactions in the blogs• Earned media
• Returning visitors to owned media• Sharing owned media (earned media)
• Actions that leads to goal
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National Library in digital numbers 2012
Attention
Handling
Intresse
Interest
Action
Operation
Loyalty
• 445.870 unique visitors in owned media• 1.515.361 views on Facebook• App. 1.000.000 views on Twitter
• 1.010.053 visits in owned media• 3.136.535 page views in owned media• 2,4 page views per visitor in owned media• 38.145 visits in owned media through social media
• 2 min 22 sec spent time in owned media• Total 79 days & 16 hrs viewing time on YouTube• 535 commentaries in blogs• 20 commentaries on YouTube• 8.367 mentions on Facebook• App. 800 mentions on Twitter
• 596.798 returning visitors in owned media• 248 times shared content from owned media• 31 visitors shared content from our YouTube-page• 528.534 views on Facebook through friends• App. 1.000.000 views on Twitter through friends• 7706 followers on Facebook• App. 2500 followers on Twitter• 382 subscribers on YouTube
• 132.150 IRL visitors• 6.467 new loaners• 93.379 loans• 124.295 started files• 16.937 distance loans
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Campaign: Recruitment of new staff
Job service
Facebook/Twitter
www.kb.se
Other
38 candidates
3 candidates
23 candidates
67 candidates
40 visitors to kb.se
287 visitors to kb.se
116 visitors to kb.se
490 visitors to kb.se
95%
1%
20%
14%
Targets
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Cod
ex G
igas
Avai
labl
e em
ploy
men
t
NB: social media
3049
2883
213
Flickr
102
YouTube
524
SlideShare
0
Wikipedia
Followers
13313(+7579)
3675(+1893)
90(+43)
Flickr
106(+87)
YouTube
21(-12)
SlideShare
4(+4)
Wikipedia
20927(-11473)
Generated visits in owned media (2012 compared to 2011)
(apr 2013)
Most popular content (2012)
Cod
ex G
igas
Els
evie
r trie
s to
bloc
k in
stitu
tiona
l OA
man
date
s
The
Stri
ndbe
rg
Roo
m
Ope
n ac
cess
Libr
ary
coor
dina
tion
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Target group: researchers
• 90% of all highly educated and 92% of all students use Internet daily
• Similar behaviour patterns in proffession and private life
• Positive attitude towards social media
Use social media to:
• Active group
• Wants short texts with links to in-depth information
• Ex: Twitter
Get information and ideas for current researc
• Use social media with closed access for networking and communication
• Ex: Facebook, LinkedIn, Google+
Networking with colleagues
Ex: blogs, Twitter
Create interest for research projects and attracting sponsorship
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Target group: Library sector
Librarians use daily: • Similar behaviour patterns in proffession and private life
• Big users of social media
• Twitter, Facebook and Instagram are most popular
E-mail 50%
Social media 23%
RSS readers 16%
Chat 14%
Library news 13%
Blogs 12%
Wikis 9%
Mobile-apps 9%
Videosites (ex. YouTube) 6%
Image sites (ex. Flickr) 6%
Discussions forums 6%
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Target group: Library sector
• Survey on Facebook spring 2013
What librarians wants on Facebook
Library sector news 77%
What are they REALLY doing on the NL? 73%
Information about our services 68%
Images and video clips from our collections 55%
News about national search services 55%
News about metadata 50%
News about library statistics 45%
News for public libraries 45%
News for research libraries 45%
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The dilemma in measuring social media
• It’s all about quantity, not about quality
• Who are our followers on Facebook and Twitter?
• Do we reach our targeted groups through social media & is it worth the cost?
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