LIVE AND LEARNเพลนไปกบสอออนไลน์ ิ ั ่ืบรรยายโดย อ.สมิทธิ์ บุญชุตมา ิคณะนิเทศศาสตร ์ จฬาลงกรณ์มหาวทยาลย ุ ิ ั
E-MARKETING IN DIGITAL LIBRARIES Product Price of Service Place Promotion Process• reference, • direct and • delivery and • how libraries • How do people• web access indirect costs distribution of let users know consume to produce the products what products services? and deliver the and services, are available. • What product, or location of processes do actual fees services, they have to • availability, go through to and acquire the accessibility services? • Where do they find the availability of the service? Soraya Ziaei Islamic Azad University, Sciences and Research Campus, Tehran, Iran E-MARKETING IN DIGITAL LIBRARIES IADIS International Conference e-Society 2007
our intricate attempts to describe and present a few choice collections have resulted in expensive, but little- Erway & used websites. And the rest of our Schaffer (2007, pg. 7) collections remain largely invisible ... discovery happens elsewhere".Robert A. SchrierSyracuse UniversityDigital Librarianship & Social Media: the Digital Library as Conversation FacilitatorD-Lib Magazine, July/August 2011Volume 17, Number 7/8
58% 84% only 1% who said they wentof respondents did not of respondents used to a library searchknow that their library a web-based search engine firstheld electronically engine asaccessible full-text their first choice formaterials search(Buczynski, 2007).
Listening Participatio Strategy n Social Media Transparen Policy cyRobert A. SchrierSyracuse UniversityDigital Librarianship & Social Media: the Digital Library as Conversation FacilitatorD-Lib Magazine, July/August 2011Volume 17, Number 7/8
Tactics Guerrilla E-mail Opinion polls Newsletter: Viral marketing: marketing:• Using this tool • Via such • Providing • To do this, • This is a library can services, general visitors are reactive and provide virtual visitors’ information asked to opportunistic reference opinions as about introduce marketing. In services, well as activities and library site to future world of selective feedback can news of others. information dissemination be easily and library. library users of information speedily • Also, this plays want to access (SDI) and so determined a current their needed forth. awareness information as services (CAS). soon as possible. Soraya Ziaei Islamic Azad University, Sciences and Research Campus, Tehran, Iran E-MARKETING IN DIGITAL LIBRARIES IADIS International Conference e-Society 2007
If digital libraries truly want to create a lasting and rewarding social media program, they need to think ahead about who will be responsible for creating content, maintaining the site, and responding to users when necessary.Robert A. SchrierSyracuse UniversityDigital Librarianship & Social Media: the Digital Library as Conversation FacilitatorD-Lib Magazine, July/August 2011Volume 17, Number 7/8
Internet Access: The big picture The 1995 Internet users 1999 2011 1.5 Million Thais 25 Million ThaisDemographics:Elite, educated, urban people** Rural people rely mainly onmainstream media** Rapid increase in the Internet users
Penetration disparities:* Income divide proportional with Digital Divide 75% 60.7% 36% Thailand Singapore Malaysia
Salary & Internet Price** Limited government policy or action Salary Internet Price Bangkok 37,000 THB 590 THB Poorer 18,700 THB 590 THB ** Avg. salary = 700 US / month ** Avg. price = 20 US / month
Current and Future Internet Usage by Population and Demographics Young generation - Age and time spentWhere do they go online** More than nine in 10 online users visit 98% 98% 63.4% Visit social News networking Entertainment portals sites sites (Source: NBTC, 2011)
Current and Future Internet Usage by Population and Demographics What they do online The most popular activities among Thai netizens are…… (Source: Nielsen, 2011) 85% 79% 74% Sending Email Reading news Private message 70% 69% 68% 12%Reading comments Sharing posts Watch or download video Watch online television about Products Or images online or listen web radio
Mobile phone access 12.9% Mobile phone84 million Thais use smart phonessubscribers Smart phone 33.3% of Bangkok people use smart phones 19% of people in Northern provinces use** Thai population is 70 million smart phones
Social media in Thailand 90%How often dothey use it? 8% 5-6 times a week 22.4% once a day Thai online users used social networking sites in the past 30 days. 46.9% more than once a day
Social media in Thailand What do they do?94.5%of users chat with 63.4% of users check their friends and the sites to updateread their friends’ their status,updates on social share photos,networking sites. information, or news.
Social media in ThailandHow much time do they spend? 29.8% 13.9% 11.1% 5.2% total time spent total time spent total time spent total time spent online entertainment portal sites instant messengers 5% 3.9% 2% total time spent total time spent total time spent games email search / navigation
Social media in Thailand 18.3 million users in 2012, Thailand Bangkok had has become the 13th 70% (12.8 million) largest nation of of the Facebook users of Facebook users. the whole nation.How many people are (Socialbakers)using it? The largest user group is 88% of all Internet users the 18-24 years old, in Thailand use Facebook (Internet accounting for World Stats, 2012). 5.65 million people, or one-third of all users. (comScore, 2012b).
Social media in Thailand 1.8 Entertainer TV host – Woody Million Milintachinda 920,000 Poli9cian Journalist users followers Abhisit Vejjajiva 467,000 followers Chief director of Na2on Group -‐Suthichai Yoon 374,000 followers 1.8 million users in Thailand in 2012, which represents thesecond largest group of users in Southeast Asia.(Zocialrank, 2012)Thais use Twitter to get quick updates from newsorganizations and from sources like politicians orentertainment artists.