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#EMEARC16
Selfie culture inside and outside university libraries: two study cases
Nieves González Fernández-
Villavicencio
@nievesglez
Maria Isabel Domínguez-
Aroca
@misabelda
#EMEARC16
Index
1. Spanish university libraries and social media
2. Two study cases3. Our proposal and conclusions
#EMEARC16
Spanish libraries 2.0
2006
1. Spanish universities libraries and social media
#EMEARC16
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
#EMEARC16
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.
#EMEARC16
1.University of Seville. Library
2.University of Alcalá. Library
2. Two study cases
#EMEARC16
University of Seville. Library
Library branches at University of Seville and social media presence
#EMEARC16
Increasing followers in every social media channel
Followers 2013 2014
University of Seville. Library
#EMEARC16
Very detailed planification of marketing campaign
Ordoñez-Cocovi, Elvira; Pérez-Benito, Charo; Lobato, Carmen; Millán, Laura (2016)
University of Seville. Library
#EMEARC16
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)
#EMEARC16
Our strategies in social media for selfie generation
#EMEARC16
● 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/
#EMEARC16
#EMEARC16
University of Alcalá. Library
Link
#EMEARC16
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
#EMEARC16
University of Alcalá. Library
#EMEARC16
University of Alcalá. Library
#EMEARC16
III Strategic Plan 2015-2017
University of Alcalá. Library
#EMEARC16
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
#EMEARC16
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