Title: Selfie culture inside and outside university libraries: two study cases.
Introduction: Spanish university libraries are using social media to connect with young users from when web 2.0 first started. The Association of University Libraries in Spain (REBIUN) as well as others, have published several documents regarding this.
Object of the study: The university libraries of Alcalá de Henares (Madrid) and Seville use social media to communicate and offer young users useful content from the very beginning. However the publications of librarians and public data related to social media confirm that the interaction of this type of user with library contents was low.
Methode: We will describe the strategic, communication and social media plans of both libraries and the results they have achieved through the direct use of social media in their products and services, and then, we will propose the new action plan or social media marketing plan both libraries should implement in order to improve interaction, participation and communication with generation selfie.
To conclude our advice to libraries is to implement a social media marketing plan, integrated with a digital marketing plan, in order to get engagement from generation selfie.
7. #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.
12. #EMEARC16
Campaign Target Communi
cation
channels
Contents Hashtags Mentions/Hash
tags
Dates Respo
nsible
Films
collection
Univer
sity
commu
nity
Twitter Promotion
by gender
#bibearq
#nosgustael
cine
#bib_US
@Biblioteca_US
@delegarqSVQ
@ETSIEdelega
cion @unisevilla
Apr-Dec
2015
Weekly
(Thursday)
Name
Promotion
ZonaCine
#bibearq
#nosgustael
cine
#bib_US
@Biblioteca_US
@delegarqSVQ
@ETSIEdelega
cion @unisevilla
Apr-Dec
2015
Weekly
(Friday)
Name
Facebook Promotion
by gender
#bibearq
#nosgustael
cine
#bib_US
Library US
University of
Seville
Culture Services
ETSAS
Apr-Dec
2015
Weekly
(Thursday)
Name
Promotion
ZonaCine
#bibearq
#nosgustael
cine
#bib_US
Library US
University of
Seville
Culture Services
ETSAS
Apr-Dec
2015
Weekly
(Friday)
Name
Chart of the
marketing
campaign of
the Films
Collection
(Seville
University
Library)
31. #EMEARC16
Nativity Scene made
with pieces of old
computer components
https://twitter.com/bibliopoliuah/sta
tus/676765206991761409
There were 70 entries
https://twitter.com/hashtag/BiblioT
ecnoBelen2015UAH?src=hash
Motivation
35. #EMEARC16
• 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
36. #EMEARC16
Greetings our students selfie generation!!!
Students of the Physical Activity and Sports Sciences Degree. University of Alcalá
37. #EMEARC16
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