Marketing digitization projects

through social networks

Lucija Žilić

Jelena Šatalić Krstić

Tatjana Aparac – Jelušić

University of Zadar

Croatia

Content

• Approach to the theme

• Legal framework

• How can social networks help in solving digitization projects?

• Methodology: • Literature review

• Interviews with representatives of institutions

• Results and Discussion

• Conclusion

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Legal framework (Croatia)

• Recommendation on the Digitization and

Digital Preservation National (2011)

• The national plan – approved in 2005

• Strategy on digitization of cultural heritage

till 2020

Bobcatsss 2015

Legal framework (Croatia)

• Recommendation on the Digitization and

Digital Preservation National (2011)

• The national plan – approved in 2005

• Strategy on digitization of cultural heritage

till 2020

Bobcatsss 2015

How can social networks help in solving

digitization projects?

They have given a series of options linked to digitized collections for information institutions:

• Overcoming problems of geographical boundaries, collection mobility, financing, damage and theft

• Communication with users

• Advertising

• Collection visibility

• Publishing of photos, texts and even creating applications for representing digitized content

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Reaserch goal

• The main goal of our research:

• to explore

• how Croatian LAM institutions are recognizing the

possibilities of social networks and

• how they use social networks in promoting their

digitized collections.

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Research methodology

• The research was carried out through

interviews.

• We contacted institutions via mail or

phone and the questionnaires were

conducted via phone or mail.

• 8 out of 10 institution representatives were

willing to answer the questions.

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1. The National and University

Library in Zagreb

2. Museum Documentation

Centre

3. Petar Preradović Public

Library Bjelovar

4. Marko Marulić City Library

Split

5. Pazin State Archive

6. The Archives of the Croatian

Academy of Arts and Sciences

7. Zadar Archaeological

Museum

8. Croatian State Archives

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What we intended to determine

• The beginning and realization of

digitization projects

• Service and usage of digital collections

• Usage of social networks and marketing

digitization projects through them

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Results and Discussion

• Reasons for digitization

• LAM institutions started digitizing their

collections at end of the 20th century and in

the beginning of 21st.

• Most of the institutions interviewed stated

that they carry out their digitization projects

to:

• protect the original materials,

• increase the use of their collections and

• provide new services to their users.

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Results and Discussion – cont...

• Terms and conditions of using digital collections

• Terms and conditions are provided within their internal Policies and Procedures.

• It is a rather worrying fact that one of the institutions provides the access of its digitized collections strictly to the employees.

• Unfortunately, it is not always possible to provide the access online:

˝Because of the modest possibilities our institution does not provide digital collections online˝, stated one of the interviewees.

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Results and Discussion – cont...

• Usage of social networks

• Facebook is the most used social network.

• It is followed by Twitter, YouTube, Pinterest

and LinkedIn.

• Most of the institutions use social

networks almost on daily basis.

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Results and Discussion – cont...

• Promoting digitized collections through social networks• From the interviews carried out, it can be concluded that

digitized collections are rarely or never promoted.

• Some of the interviewees gave a rather interesting reason for that: • ˝Our users are mostly scientists, I don't think that (social

networks) means anything to them˝.

• Nevertheless, most representatives stated they consider social networks useful for marketing, as well as representing digitized collections: • ˝I think that social networks have the potential for further

development of new services related to digital collections˝.

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Results and Discussion – cont...

• Institutions we interviewed mostly

• monitor their web analytics and

• state that their web sites are visited more frequently since the launch of their social network profiles.

• They mostly use Google Analytics tool.• “Google Analytics shows us that many visitors

come from social networks.”

• Most of the institutions recognised:• importance of social networking and

• consider them a valuable marketing tool.

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Conclusion

• The main goal of a marketing plan is to create positive image of an institution in public.

• It is very important that information institutions design new services to satisfy the needs of users.

• Many users are not aware of their information needs, until the information of existence of certain services comes to them; it is important to attract the potential users and promote such services.

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Conclusion – Cont..

• Social networks can provide new possibilities in promoting digitized collection and the institution itself.

• It is possible to conclude from the interviews that

• some of LAM institutions still do not recognize the possibilities that social networks provide.

• The positive examples such as:

• The National and University Library in Zagreb and

• Museum Documentation Centre

• can be used as an example to other institutions in using social networks as a marketing tool

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References• Carlsson, H. (2012). Working with facebook in public libraries: A backstage glimpse into the

library 2.0 rhetoric. Libri, 62, p. 199-210.

• Duparc, D. (2012). Information and Communication Technologies: Their impact on management and key functions to adapt. In: Proceedings of the 8th European Conference on Management, Leadership and Governance. Neapolis University, Pafos, Cyprus. / ed. by John Politis. Reading : Academic Publishing International.

• A Framework of guidance for building good digital collections. (2007). 3rd edition. Retrivedfrom: http://www.niso.org/publications/rp/framework3.pdf

• Horvat, A. (2012). Digitalizacija i knjižnice (Digitization and libraries). Retrived from: http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=156960

• Hrvatska kulturna baština: Nacionalni program digitalizacije arhivske, knjižnične i muzejskegrađe (Croatian cultural heritage: National program for digitization of archival, library and museum material). (2005). Retrived from: http://daz.hr/bastina/uvod.htm (

• Manić, Lj.; Aleksić, M.; Tankošić, M. (2012). Possibilities of new technologies in promotion of the cultural heritage: Danube Virtual Museum. Retrived from: http://www.google.hr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CB0QFjAA&url=http%3A%2F%2Fwww.wseas.us%2Fe-library%2Fconferences%2F2013%2FBrasov%2FSTAED%2FSTAED-53.pdf&ei=liwoVMaCGabT7QbauYH4Bw&usg=AFQjCNHYoS_pR9Rk1KPQRV2MgOXkfUrHyg&sig2=70Lsq5a-pU2xdn0NvnlVXQ&bvm=bv.76247554,d.ZGU

• Seiter-Šverko, D.; Križaj, L. (2012). Digitalizacija kulturne baštine u Republici Hrvatskoj : od trenutne situacije prema nacionalnoj strategiji. (Digitization of cultural heritage in Republic of Croatia: from the current situation towards national strategy). Retrivedfrom:http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=156964

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Thank you for your attention!

Lucija Žilić

luczilic@student.unizd.hr

Jelena Šatalić Krstić

jsatalic@student.unizd.hr

Tatjana Aparac-Jelušić

taparac@unizd.hr

Bobcatsss 2015