Lydia Matheson, Aston University Library - Embedding publicity in the digital environment


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Lydia Matheson's presentation at 2012 CILIP PPRG Marketing Excellence Event, Birmingham.

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Lydia Matheson, Aston University Library - Embedding publicity in the digital environment

  1. 1. Embedding Publicity in theDigital EnvironmentMarketing Excellence Event9 November 2012Lydia MathesonInformation Specialist / Public Services Co-ordinatorLibrary & Information ServicesAwarded to Aston University Library
  2. 2. Context… embedding publicity in the digitalenvironmentStudents► Student experience► Student Survey / National Student Survey► Personalisation► Engagement - use of Library / Library resources► Customer service excellenceOrganisational context► Marketing strategy► Budgets► Staffing► Green agenda
  3. 3. Publicity for what purpose?► Help students to use Library resources and facilities more effectively on and off-campus► Maintain a good study environment for students and ensure students are aware of and respect Library regulations► Listen / respond to views► Improve service delivery / quality according to needs► Provide key messages► Support engagement
  4. 4. Online publicityPublicity Digital environmentOpening hours Website / screensFinding reading list materials VLEHow to borrow books and use self service facilities Website / LibGuidesLoan periods, renewals, fines, short loan, reservations Website / LibGuidesPrinting and photocopying facilities Website / QR codesComputing facilities Screens / websiteDoing in-depth research LibGuides / VLEHow to find and access e-resources on-campus and Screens / website / VLEoff-campusLibrary rules and regulations WebsiteChanges to services BlogwormHelp and support available LibGuides / website / VLE
  5. 5. Embedding publicity in the digitalenvironment (1)Previously…► Web site► All student emails► Library Matters module on virtual learning environment (VLE)► Readings folder within individual modules on VLE: ► Links to reading lists on catalogue ► Links to e-Library and Library web siteMainly text based…
  6. 6. Embedding publicity in the digitalenvironment (2) Created on
  7. 7. Embedding publicity in the digitalenvironment (3) Created on
  8. 8. The digital environment…Opportunities Challenges► Currency / cost ► Repetition, timing ….► Drip – drip approach ► Terminology / language issues► Brief and to the point ► Technology – innovation /► Immediate responsiveness / pace of change► Multi-media options / learning ► Resources - staffing / training / objects access► Apps / income ► Getting consensus in approach► Links in right places and metadata ► Personalisation / building on web sites are crucial relationships / communication► Important messages are getting ► Online branding through ► Evaluating student experiences► The Library is busier than ever ► Signposts► Student engagement ► Pathways ► Experiences
  9. 9. Branding / design► Visual elements important► Graphics / photos required► Less reliance on text / simplicity is key► Recognizable look and feel but distinction also important ► Some limitations here…► Professional design as much as possible► Re-purposing content – postcards► Engagement – involvement and consultation with students
  10. 10. 2011 2012
  11. 11. 201020112012
  12. 12. 2009 2012
  13. 13. Publicity within University► Residences e-newsletter► Screens in other buildings► Library links from other University web pages► Library links from VLE course modules► Information about Library within prospectus and course handbooks► Information about Library in marketing materials – e.g. videos etc.
  14. 14. Video Noticeboard
  15. 15. Library SmartSearch► An online ‘super’ catalogue► Allows you to search for books, journal articles and other resources► Full-text format► Can register / sign-in to save results in a folder
  16. 16. Library SmartSearch PublicityPrinted Digital► Pull-up banner ► Advance notice on► Posters Blogworm► Leaflets (5000 ) ► Portal – “to-do-list”► Tornado counter message► Bags ► Library web site home page► Staplers ► Blogworm message► Post-it notes ► Blackboard / Library► Tshirts Matters module ► Plasma screens
  17. 17. LibGuides► Subject-based online guides: ► To find and access quality resources ► To get guidance on how to do research ► Mobile version exists► LibGuides are available via: ►Library website ►MAP LibGuides Publicity Concertina leaflet (5000) One side of SmartSearch leaflet
  18. 18. LibGuides UsageAfter 1 week A-Z Resource List- 1,670 views Business & Management - 1,387 views
  19. 19. Usage & feedback - trends► Web site – 55,284 page views in one month SmartSearch web page: 26,056 (October 2012)► Blogworm – 252 posts since March 2009 (35), 2010 (78) 2011 (80) 2012 (59) – views last month – 2,784► Twitter – 373 tweets since March 2009, 447 followers► Library Matters on Blackboard – statistics not available► LibGuides – 19,523 since middle of September 2012
  20. 20. Library Laptops Survey – Win a Kindle! November 2011 over 1 weekend 607 responses “Evidence from the 24% didn’t know about them survey showed that of those responding 40% would prefer to use a laptop and only 30.5% a fixed PC.” Students’ preferences – laptops or fixed PC? Led to increased demand for Library laptops Led to purchase of self-service laptop cabinets
  21. 21. Next steps► Publicity annual planner and content database (FileMaker Pro)► Resources – don’t run out of money by October!► Consider purpose of content and repurposing options at outset► Student engagement is key – personalisation is important► Mobile technologies► Evaluation and feedback ► Informal feedback sessions within Library ► Focus groups and surveys ► Customer journey mapping
  22. 22. But why… …can’t I just use Google?
  23. 23. Get the students to tell us... - I feel more confident in finding journals online. I previously used Google scholar but now I will use the Library services. Thanks
  24. 24. Get the students to tell us... - Learnt some helpful stuff which will no doubt be very useful in the coming weeks!! If I get stuck though, I will be sure to email and ask for help!!
  25. 25. Get the students to tell each other...
  26. 26. Thank you – any questions?Lydia MathesonInformation Specialist & Public Services Co-ordinator (Customer Experience) 204 4507
  27. 27. Embedding Publicity in theDigital EnvironmentMarketing Excellence Event9 November 2012Lydia MathesonInformation Specialist / Public Services Co-ordinatorLibrary & Information ServicesAwarded to Aston University Library