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Rudolf Mumenthaler: Library Marketing 2.0: Experiences of the ETH-Bibliothek with Social Media

Rudolf Mumenthaler: Library Marketing 2.0: Experiences of the ETH-Bibliothek with Social Media

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  • 1. Library Marketing 2.0: Experiences of the ETH-Bibliothek with social Media Dr. Rudolf Mumenthaler, ETH-Bibliothek Zurich IFLA Preconference, Stockholm, August 8th 2010 LIBRARY MARKETING 2.0
  • 2. CONTENTS
      • Limits of classical marketing
      • Goals and hopes of social marketing
      • User survey
      • Tools at ETH-Bibliothek and experiences with these tools
    8/7/2010
  • 3. LIMITS OF CLASSICAL MARKETING
      • In earlier times users were informed about new services and activities of the library with print information
        • Leaflets, flyers, booklets etc.
      • Since the end of the 90ies the same information was also published on the homepage
        • In addition to the print information
        • Mostly static, but up-to-date information
    8/7/2010
  • 4. LIMITS OF CLASSICAL MARKETING
      • User surveys show, that users don‘t know many services of the library
        • Even „important“ services (from library‘s point of view)
      • Users don‘t access library‘s homepage in the way librarians think they should
        • Users come sideways from search engines, not from „above“, from the homepage
        • Users don‘t browse the homepage
      • Most users do not notice news on the homepage
    8/7/2010
  • 5. GOALS AND HOPES
      • Using web 2.0 technologies we hope to
        • Address directly to all users
        • Address directly to specific target groups
        • Meet users where they are
        • Build a community
        • Get feedback by users
        • Get a reputation as a modern institution with up-to-date services
    8/7/2010
  • 6. SOCIAL MEDIA TOOLS USED AT ETH-BIBLIOTHEK
      • RSS-Feeds
      • Blogs
      • Facebook
      • Twitter
    8/7/2010
  • 7. USER SURVEY (ON FACEBOOK…)
      • Which web 2.0 services do you use?
      • Which web 2.0 services of the ETH-Bibliothek do you use?
      • Survey on Facebook with Application Wildfire, promoted also via Twitter
        • Not representative
        • N=44
    8/7/2010
  • 8. 8/7/2010
  • 9. USE OF SERVICES 8/7/2010
  • 10. LIBRARY SERVICES USED 8/7/2010
  • 11. USE OF SOCIAL NETWORKS AND TWITTER 8/7/2010 US online teens and adults who use SNS or Twitter, September 2009. Source: Pew Internet Project
  • 12. USAGE OF SOCIAL MEDIA
      • People use Wikis (Wikipedia) and Youtube mostly only reading
      • Social networks (Facebook) are used reading and writing
        • High potential for interaction
      • Blogs are established as important sources for information
      • Even Digital Natives rarely use RSS, Social Tagging and Twitter
    8/7/2010
  • 13. SOCIAL MEDIA TOOLS @ ETH-BIBLIOTHEK 8/7/2010
  • 14. RSS-FEED
    • First web 2.0 service at ETH-Bibliothek:
      • Publication of the news channel as RSS (english and german separate)
      • Blogs can be subscribed as RSS-Feed
      • Usability test: most users didn‘t recognize the RSS icon and didn‘t know its function!
  • 15. USE OF RSS FEEDS
      • RSS feed as important basic technology in order to publish on different channels
      • User can subscribe to RSS feeds
      • Search results can be subscribed
      • RSS feeds can be integrated to Facebook and Twitter
      • RSS feeds can be used in personalized websites (iGoogle)
      • Use at ETH-Bibliothek
        • 2008: 97‘211; 2009: 277‘359 pageviews
        • Many automatic hits (subscription, reader)
  • 16. 8/7/2010 Fusszeile
  • 17. 8/7/2010 Fusszeile
  • 18.  
  • 19. BLOGS
  • 20. BLOGS
      • ETH-Bibliothek has two blogs of different kind:
      • Blog as an interactive collection description
        • Special Collections digital
      • Blog as a contribution to discussion in librarian community
        • [email_address]
      • Technical plattform: WordPress hosted by IT Services of ETH Zurich
  • 21. SPECIAL COLLECTIONS DIGITAL
      • Idea: collection description as weblog
        • Description of documents/holdings of Special Collections
        • Regularely publications (once a week)
        • Several authors/contributors
        • Option of comments
      • Experience:
        • No interaction, just information
        • http://blogs.ethz.ch/digital-collections
  • 22. 8/7/2010 Fusszeile
  • 23. [email_address]
      • Blog with information on trends and news in information technology and libraries
        • Subjective contributions (interpretations)
        • Focus on new services and products, especially eReaders
        • Many readers and comments
        • http://blogs.ethz.ch/innovethbib
  • 24. 8/7/2010 Fusszeile
  • 25. FACEBOOK
  • 26. ETH-BIBLIOTHEK FACEBOOK PAGE
      • Idea: testing a new platform and new forms of communication with users
        • Target group is strong on Facebook (3/2010):
          • Switzerland: 2.1 Mio. Facebook users
          • 175‘000 graduates in Switzerland
          • 13‘000 graduates of ETH Zürich
          • 1‘100 students at ETH Zürich
  • 27. INFOS ABOUT FACEBOOK
      • Personal Facebook account
        • „ What are you doing“?
        • Connection to friends
        • Share personal information with friends (and others)
      • Facebook pages
        • For companies and institutions
        • Fans „like it“
        • Push news to fans, invite fans to events
      • Groups
        • For classes, political groups, fun
    8/7/2010 Fusszeile
  • 28. EXPERIENCES WITH FACEBOOK
      • Become a fan (like it) is well used – 700 Fans in July 2010
      • About 30‘000 pageviews in 2009
      • Easy interaction with the „like it“-button
      • Test with banners: pay per click
        • 2009: 2.5 Mio views, 800 clicks, 150 $
  • 29. CONTENT ON FACEBOOK
      • News
        • Manually added
        • Synchronized with RSS feed
      • Events (calendar)
        • Invitation of fans
        • Courses, exhibitions
      • Blogs
      • Fotographs
      • Videos
      • Discussions
      • Surveys and competitions
    8/7/2010
  • 30. 8/7/2010 Fusszeile
  • 31. PROBLEMS WITH FACEBOOK
      • Security, personal rights
      • Private and public aspects are mixed
        • Friend of a person or fan of a page?
        • Library can invite only personal friends of administrators
        • Administrators need Facebook account
        • Facebook page attached to personal account
      • The possibility for discussions is not used
      • Facebook changes pages and functions without asking
        • Fans were replaced by „like it“
        • Widgets were replaced by pages
  • 32. SPAM ON FACEBOOK 8/7/2010
  • 33. TWITTER
  • 34. TWITTER-FEED OF ETH-BIBLIOTHEK
      • Idea: use of an additional communication channel
      • Integration of RSS feeds and blogs
      • Communication in case of emergency
        • Independent of own infrastructure
      • Followers instead of fans
        • March 10: 124 Followers, 244 Tweets, listed 13
        • July 10: 254 Followers, 369 Tweets, listed 40
        • Community: Librarians 2.0
        • Students seem not to know and use twitter
  • 35. 8/7/2010 Fusszeile
  • 36. PERSONAL USE OF TWITTER AS NEWSTICKER
      • Integration of RSS feeds and blogs via twitterfeed
        • Twitter as a blog reader (replacing Bloglines) and newsticker
      • Use via desktop applications like TweetDeck, Seesmic Desktop
      • Mobile use with apps for iPhone and iPad like Twittelator, Twitterrific, TweetDeck…
      • … and the world becomes a village
  • 37. TWITTER MOBILE ON IPAD OR SMARTPHONES 8/7/2010
  • 38. TWITTERWALL 8/7/2010 Fusszeile
  • 39. ISSUES WITH TWITTER
      • Security issues with Twitter
      • Spam und phising attacks
      • Friends don‘t like it…
  • 40. CREATING A NETWORK
      • Social media are powerful tools for creating a network
      • Best way via Twitter
        • But you have to be active
        • Passive followers are not interesting
      • Connecting with other librarians (web 2.0) was very effective
      • But library users hardly use Twitter
  • 41. 8/7/2010 Fusszeile http://twitnest.appspot.com mrudolf‘s network on Twitter
  • 42. INTEGRATION INTO INSTITUTIONAL COMMUNICATIONS
      • Goal: one input is automatically communicated via different channels
      • Twitterfeed as tool to synchronize several RSS feeds
      • Import into Facebook notes
        • Only one Blog or RSS source can be imported
      • Twitterfeed is a free service, but is not always reliable
        • Doesn‘t support images
  • 43. 8/7/2010 Fusszeile
  • 44. YAHOO! PIPES
      • Alternative way to synchronize different sources to one RSS feed
      • Yahoo! Pipes as a free service
      • Import of RSS feeds and other sources
      • Output as one RSS feed
      • Import into Facebook notes
        • Supports images
        • Is not reliable
  • 45. 8/7/2010 Fusszeile
  • 46. IMPORT INTO FACEBOOK NOTES 8/7/2010
  • 47. NEWS STREAM AT ETH-BIBLIOTHEK News Events Digital Collections Innovation Yahoo! Pipes RSS
  • 48. CONCLUSION
      • Social media are noticed by the public
      • Users are not especially library users
      • Marketing of web 2.0 services is not easy and is often thought as spam
      • Very important is the integration into the communication stream
      • Use standards and automatisms
      • Don‘t invest to much resources into one platform – it could disappear quickly
      • Don‘t think too long on concepts
      • Just do it!
    8/7/2010
  • 49. QUESTIONS?
      • Thank you for your attention!
      • Are there questions?
    • Dr. Rudolf Mumenthaler
    • [email_address]
    • www.twitter.com/mrudolf
    • www.facebook.com/ETHBibliothek
    • http://blogs.ethz.ch/innovethbib

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