Opening Speech:

Hanita van der Meulen
Marketing Manager, OCLC
ECEI13, Brussels, October 3rd

Highlighting the value of public libraries

European roll out of
Geek the Library
Hanita va...
The OCLC cooperative: a nonprofit, membership organization

We believe in libraries

72,035 libraries in
170 countries
Fur...
OCLC members globally

12,760

The world’s libraries. Connected.

2,362

1,632
The OCLC cooperative: a nonprofit, membership organization

Non profit:

We (re)invest in communities
and libraries.

The ...
6
Flash back to the US Campaign

7
Goal and Return on Investment
•

The goal of the campaign is to improve long-term funding
by educating the community about...
The Results: December 2012
 Overall, the study clarifies how positive the vast majority of those
involved were about the ...
The Results: December 2012
 10 of the 15 community members who were asked to rate the
campaign gave it a “four” or “five....
11
Bringing a succesful American campaign to Europe

12
USA vs Europe:
•
•
•
•

Place of libraries in the community
Activities in libraries
Consumer use of media (print vs intern...
Germany:

14
Pilot Libraries
1. Baselland (CH): 277.600

2. Leverkusen (D): 162.000
3. Mettmann (D): 39.000

2+3

4

4. Sömmerda (D): 2...
16
BiblioFreak pilot in Germany

17
Launch in Sömmerda August 2013

18
Local fair activities

19
Social media : Facebook

https://www.facebook.com/pages/Stadt-und-Kreisbibliothek-S%C3%B6mmerda/202302553145440

20
PR effects

21
PR effects

22
Results so far:
• Pilot: 5 libaries
• Great interest for the project from other
libraries
• Additional funding on its way
...
The Netherlands: Geek pilot
launch mid November

24
Pilot The Netherlands
• Amsterdam, Rotterdam, The
Hague, Utrecht (G4)
• Target group: inhabitants G4
age 20-34
– Lowest me...
Pilot objective
• Support today’s and secure
future services of public
libraries through successfully
raising and sustaina...
“Today’s public library is not just about
lending books!”
It’s about:

27
Pilot issues
• Geek NL needs a Dutch “look &
feel”
• Alignment with other branche
campaigns
• Internal & external
communic...
Campaign
• Website, social media
• Posters, flyers, presence on
(local) festivals
• Key succes factor:
personnel
• First s...
• Launch on november 14 during national
information specialist meeting (KNVI)
• Launch activities:
– promotion team during...
Round up:

We believe in libraries

What would you do in terms of
reinvesting if you had the
money and a marketing team
at...
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  • This question is the key to our US and European campaign. I will take you back one year ago when my colleague …… introduced you to our American Geek the library campaign.
  • Viele am Projekt BiblioFreak Beteiligte schauen nun auf diese 5 Testbibliotheken in Österreich, der Schweiz und in Deutschland. Heute erhalten Sie die ersten Berichte.Hetnummerishetaantalinwoners
  • The Lauch in germany was succesfullbothforthelibraries and thelibrarians and thetargetgroup. Roswitha Leischner und Beatrice Fischer schreiben: Unser Start gestern [22.8.2013] ist super gelaufen! Der Bürgermeister will zur nächsten Stadtratssitzung die Karten an alle Stadträte übergeben und ein Statement dazu abgeben. Es hat richtig Spaß gemacht. Ich glaube, wir haben ihn mit unserer Begeisterung angesteckt. Der Thüringer Rundfunk hat gestern ein Interview zum Thema mit mir gemacht und gesendet. Mal sehen, was da an Resonanz kommt.Im Anhang sende ich Ihnen einige von unseren eigenen Bildern vom gestrigen Aktionsstart zu, das heißt hauptsächlich von der Aktionsvorbereitung.
  • Roswitha Leischner und Beatrice Fischer schreiben: Unser Start gestern [22.8.2013] ist super gelaufen! Der Bürgermeister will zur nächsten Stadtratssitzung die Karten an alle Stadträte übergeben und ein Statement dazu abgeben. Es hat richtig Spaß gemacht. Ich glaube, wir haben ihn mit unserer Begeisterung angesteckt. Der Thüringer Rundfunk hat gestern ein Interview zum Thema mit mir gemacht und gesendet. Mal sehen, was da an Resonanz kommt.Im Anhang sende ich Ihnen einige von unseren eigenen Bildern vom gestrigen Aktionsstart zu, das heißt hauptsächlich von der Aktionsvorbereitung.
  • Beatrice Fischer schreibt: Am vergangenen Samstag, dem 14.09.2013, fand der 13. Sömmerdaer Bauernmarkt mit Ernteumzug statt. Das Wetter war leider etwas durchwachsener, was unserer Erfolgsquote jedoch nicht schadete. Zwei unserer Bibliothekskolleginnen nahmen direkt am Ernteumzug an der Seite des Sömmerdaer Bürgermeisters Herrn Hauboldt teil und verteilten fleißig BiblioFreak-Flyer. Im Stadtpark fand der eigentliche Bauernmarkt statt. Dort bereitete eine Mitarbeiterin bereits den BiblioFreak-Informationsstand vor. Als gegen 10:30 Uhr der Ernteumzug den Stadtpark erreichte, folgte diesem eine Menschenflut und so wurde auch unser Informationsstand schnell gut besucht. Wir konnten knapp 150 BiblioFreak-Aussagen auf Karten sammeln, die ebenfalls bereits auf www.bibliofreak.org eingetragen sind. Das Feedback der Leute ist überwiegend positiv zu dieser Aktion und zur Bibliothek überhaupt. Da es entweder so voll war, dass alle 3 Mitarbeiterinnen am Infostand in Gespräche verwickelt waren oder es so leer war, weil es mal wieder nieselte, haben wir nur wenige Bilder vom Bauernmarkt 2013 gemacht. Aber auch die habe ich Ihnen in den Anhang gepackt.Auch über unsere Facebookseitehttps://www.facebook.com/pages/Stadt-und-Kreisbibliothek-S%C3%B6mmerda/202302553145440 kann man einige Fotos ansehen.Wir freuen uns, dass wir bereits so viele BiblioFreak-Aussagen sammeln konnten und hoffen natürlich, dass es weiterhin so gut läuft.
  • Sömmerda.
  • Hanita van der Meulen presentation

    1. 1. Opening Speech: Hanita van der Meulen Marketing Manager, OCLC
    2. 2. ECEI13, Brussels, October 3rd Highlighting the value of public libraries European roll out of Geek the Library Hanita van der Meulen Marketing manager OCLC The world’s libraries. Connected.
    3. 3. The OCLC cooperative: a nonprofit, membership organization We believe in libraries 72,035 libraries in 170 countries Further access to the world’s information Reduce the rate of rise of library costs The world’s libraries. Connected.
    4. 4. OCLC members globally 12,760 The world’s libraries. Connected. 2,362 1,632
    5. 5. The OCLC cooperative: a nonprofit, membership organization Non profit: We (re)invest in communities and libraries. The world’s libraries. Connected.
    6. 6. 6
    7. 7. Flash back to the US Campaign 7
    8. 8. Goal and Return on Investment • The goal of the campaign is to improve long-term funding by educating the community about the vital role of the library. The ROI will come in many forms and will be different from community to community.
    9. 9. The Results: December 2012  Overall, the study clarifies how positive the vast majority of those involved were about the Geek the Library campaign:  Community response to campaign: “unique”, “fun”, “catchy”, “interesting”, “eye‐ catching”, “inclusive”, “innovative”, “local” and “exciting.”  Library response: “brilliant”, “striking”, ”interesting”, “fantastic”, “perfect” and “awesome.”; 4 out of 5 would recommend the campaign to others  On a scale of one to five, with five being very impactful, most library administrative unit interviewees said the campaign had been a “four.” 9
    10. 10. The Results: December 2012  10 of the 15 community members who were asked to rate the campaign gave it a “four” or “five.”  Four out of five on‐line survey respondents (82%) said the amount of assistance they received from OCLC was “just right.”  Three out of four on‐line survey respondents (72%) said they would like to continue to receive tools and ideas from OCLC.  Over 1200 participating libraries in 2013! 10
    11. 11. 11
    12. 12. Bringing a succesful American campaign to Europe 12
    13. 13. USA vs Europe: • • • • Place of libraries in the community Activities in libraries Consumer use of media (print vs internet) Community sense • One Europe, different marketing environments 13
    14. 14. Germany: 14
    15. 15. Pilot Libraries 1. Baselland (CH): 277.600 2. Leverkusen (D): 162.000 3. Mettmann (D): 39.000 2+3 4 4. Sömmerda (D): 20.000 5. Graz (A): 265.000 1 5 15
    16. 16. 16
    17. 17. BiblioFreak pilot in Germany 17
    18. 18. Launch in Sömmerda August 2013 18
    19. 19. Local fair activities 19
    20. 20. Social media : Facebook https://www.facebook.com/pages/Stadt-und-Kreisbibliothek-S%C3%B6mmerda/202302553145440 20
    21. 21. PR effects 21
    22. 22. PR effects 22
    23. 23. Results so far: • Pilot: 5 libaries • Great interest for the project from other libraries • Additional funding on its way • Campaign is prolongued for October – December 23
    24. 24. The Netherlands: Geek pilot launch mid November 24
    25. 25. Pilot The Netherlands • Amsterdam, Rotterdam, The Hague, Utrecht (G4) • Target group: inhabitants G4 age 20-34 – Lowest membership in this age group – Future decision makers • Target: change image & brand (re)building • Period: 14 November – 14 February 25
    26. 26. Pilot objective • Support today’s and secure future services of public libraries through successfully raising and sustainably building public awareness (in age group 20-34) of “today’s public library” to gain and / or remain sufficient financial resources. 26
    27. 27. “Today’s public library is not just about lending books!” It’s about: 27
    28. 28. Pilot issues • Geek NL needs a Dutch “look & feel” • Alignment with other branche campaigns • Internal & external communication about pilot • Necessity of additional funding • Succesfull pilot  impact on roll out rest of The Netherlands 28
    29. 29. Campaign • Website, social media • Posters, flyers, presence on (local) festivals • Key succes factor: personnel • First success: additional funding raised: EUR 150.000 29
    30. 30. • Launch on november 14 during national information specialist meeting (KNVI) • Launch activities: – promotion team during the meeting breaks – Presentation of campaign for peers – Variety of activities inside and outside libraries. 30
    31. 31. Round up: We believe in libraries What would you do in terms of reinvesting if you had the money and a marketing team at your disposal?

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