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Marketing digitization projects
through social networks
Lucija Žilić
Jelena Šatalić Krstić
Tatjana Aparac – Jelušić
Univer...
Content
• Approach to the theme
• Legal framework
• How can social networks help in solving
digitization projects?
• Metho...
Legal framework (Croatia)
• Recommendation on the Digitization and
Digital Preservation National (2011)
• The national pla...
Legal framework (Croatia)
• Recommendation on the Digitization and
Digital Preservation National (2011)
• The national pla...
How can social networks help in solving
digitization projects?
They have given a series of options linked to
digitized col...
Reaserch goal
• The main goal of our research:
• to explore
• how Croatian LAM institutions are recognizing the
possibilit...
Research methodology
• The research was carried out through
interviews.
• We contacted institutions via mail or
phone and ...
1. The National and University
Library in Zagreb
2. Museum Documentation
Centre
3. Petar Preradović Public
Library Bjelova...
What we intended to determine
• The beginning and realization of
digitization projects
• Service and usage of digital coll...
Results and Discussion
• Reasons for digitization
• LAM institutions started digitizing their
collections at end of the 20...
Results and Discussion – cont...
• Terms and conditions of using digital collections
• Terms and conditions are provided w...
Results and Discussion – cont...
• Usage of social networks
• Facebook is the most used social network.
• It is followed b...
Results and Discussion – cont...
• Promoting digitized collections through social networks
• From the interviews carried o...
Results and Discussion – cont...
• Institutions we interviewed mostly
• monitor their web analytics and
• state that their...
Conclusion
• The main goal of a marketing plan is to create
positive image of an institution in public.
• It is very impor...
Conclusion – Cont..
• Social networks can provide new possibilities in
promoting digitized collection and the institution
...
References
• Carlsson, H. (2012). Working with facebook in public libraries: A backstage glimpse into the
library 2.0 rhet...
Thank you for your attention!
Lucija Žilić
luczilic@student.unizd.hr
Jelena Šatalić Krstić
jsatalic@student.unizd.hr
Tatja...
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Tatjana Aparac-Jelušić, Lucija Žilić, Jelena Šatalić Krstić: Marketing digitization projects through social networks #bcs2015

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Talk given at the BOBCATSSS 2015 conference - http://www.bobcatsss2015.com/.

LAM institutions had to implement new ways of promotion due to the development of social networks. Researching how LAM institutions in Croatia embraced these changes regarding promotion of their digitized collections, we explored do they recognise the opportunities social networks offer and how they understand the meaning of being in the space their users already are.

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Tatjana Aparac-Jelušić, Lucija Žilić, Jelena Šatalić Krstić: Marketing digitization projects through social networks #bcs2015

  1. 1. Marketing digitization projects through social networks Lucija Žilić Jelena Šatalić Krstić Tatjana Aparac – Jelušić University of Zadar Croatia
  2. 2. Content • Approach to the theme • Legal framework • How can social networks help in solving digitization projects? • Methodology: • Literature review • Interviews with representatives of institutions • Results and Discussion • Conclusion Bobcatsss 2015
  3. 3. Legal framework (Croatia) • Recommendation on the Digitization and Digital Preservation National (2011) • The national plan – approved in 2005 • Strategy on digitization of cultural heritage till 2020 Bobcatsss 2015
  4. 4. Legal framework (Croatia) • Recommendation on the Digitization and Digital Preservation National (2011) • The national plan – approved in 2005 • Strategy on digitization of cultural heritage till 2020 Bobcatsss 2015
  5. 5. How can social networks help in solving digitization projects? They have given a series of options linked to digitized collections for information institutions: • Overcoming problems of geographical boundaries, collection mobility, financing, damage and theft • Communication with users • Advertising • Collection visibility • Publishing of photos, texts and even creating applications for representing digitized content Bobcatsss 2015
  6. 6. Reaserch goal • The main goal of our research: • to explore • how Croatian LAM institutions are recognizing the possibilities of social networks and • how they use social networks in promoting their digitized collections. Bobcatsss 2015
  7. 7. Research methodology • The research was carried out through interviews. • We contacted institutions via mail or phone and the questionnaires were conducted via phone or mail. • 8 out of 10 institution representatives were willing to answer the questions. Bobcatsss 2015
  8. 8. 1. The National and University Library in Zagreb 2. Museum Documentation Centre 3. Petar Preradović Public Library Bjelovar 4. Marko Marulić City Library Split 5. Pazin State Archive 6. The Archives of the Croatian Academy of Arts and Sciences 7. Zadar Archaeological Museum 8. Croatian State Archives Bobcatsss 2015
  9. 9. What we intended to determine • The beginning and realization of digitization projects • Service and usage of digital collections • Usage of social networks and marketing digitization projects through them Bobcatsss 2015
  10. 10. Results and Discussion • Reasons for digitization • LAM institutions started digitizing their collections at end of the 20th century and in the beginning of 21st. • Most of the institutions interviewed stated that they carry out their digitization projects to: • protect the original materials, • increase the use of their collections and • provide new services to their users. Bobcatsss 2015
  11. 11. Results and Discussion – cont... • Terms and conditions of using digital collections • Terms and conditions are provided within their internal Policies and Procedures. • It is a rather worrying fact that one of the institutions provides the access of its digitized collections strictly to the employees. • Unfortunately, it is not always possible to provide the access online: ˝Because of the modest possibilities our institution does not provide digital collections online˝, stated one of the interviewees. Bobcatsss 2015
  12. 12. Results and Discussion – cont... • Usage of social networks • Facebook is the most used social network. • It is followed by Twitter, YouTube, Pinterest and LinkedIn. • Most of the institutions use social networks almost on daily basis. Bobcatsss 2015
  13. 13. Results and Discussion – cont... • Promoting digitized collections through social networks • From the interviews carried out, it can be concluded that digitized collections are rarely or never promoted. • Some of the interviewees gave a rather interesting reason for that: • ˝Our users are mostly scientists, I don't think that (social networks) means anything to them˝. • Nevertheless, most representatives stated they consider social networks useful for marketing, as well as representing digitized collections: • ˝I think that social networks have the potential for further development of new services related to digital collections˝. Bobcatsss 2015
  14. 14. Results and Discussion – cont... • Institutions we interviewed mostly • monitor their web analytics and • state that their web sites are visited more frequently since the launch of their social network profiles. • They mostly use Google Analytics tool. • “Google Analytics shows us that many visitors come from social networks.” • Most of the institutions recognised: • importance of social networking and • consider them a valuable marketing tool. Bobcatsss 2015
  15. 15. Conclusion • The main goal of a marketing plan is to create positive image of an institution in public. • It is very important that information institutions design new services to satisfy the needs of users. • Many users are not aware of their information needs, until the information of existence of certain services comes to them; it is important to attract the potential users and promote such services. Bobcatsss 2015
  16. 16. Conclusion – Cont.. • Social networks can provide new possibilities in promoting digitized collection and the institution itself. • It is possible to conclude from the interviews that • some of LAM institutions still do not recognize the possibilities that social networks provide. • The positive examples such as: • The National and University Library in Zagreb and • Museum Documentation Centre • can be used as an example to other institutions in using social networks as a marketing tool Bobcatsss 2015
  17. 17. References • Carlsson, H. (2012). Working with facebook in public libraries: A backstage glimpse into the library 2.0 rhetoric. Libri, 62, p. 199-210. • Duparc, D. (2012). Information and Communication Technologies: Their impact on management and key functions to adapt. In: Proceedings of the 8th European Conference on Management, Leadership and Governance. Neapolis University, Pafos, Cyprus. / ed. by John Politis. Reading : Academic Publishing International. • A Framework of guidance for building good digital collections. (2007). 3rd edition. Retrived from: http://www.niso.org/publications/rp/framework3.pdf • Horvat, A. (2012). Digitalizacija i knjižnice (Digitization and libraries). Retrived from: http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=156960 • Hrvatska kulturna baština: Nacionalni program digitalizacije arhivske, knjižnične i muzejske građe (Croatian cultural heritage: National program for digitization of archival, library and museum material). (2005). Retrived from: http://daz.hr/bastina/uvod.htm ( • Manić, Lj.; Aleksić, M.; Tankošić, M. (2012). Possibilities of new technologies in promotion of the cultural heritage: Danube Virtual Museum. Retrived from: http://www.google.hr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CB0QFjAA&url= http%3A%2F%2Fwww.wseas.us%2Fe- library%2Fconferences%2F2013%2FBrasov%2FSTAED%2FSTAED- 53.pdf&ei=liwoVMaCGabT7QbauYH4Bw&usg=AFQjCNHYoS_pR9Rk1KPQRV2MgOXkfUr Hyg&sig2=70Lsq5a-pU2xdn0NvnlVXQ&bvm=bv.76247554,d.ZGU • Seiter-Šverko, D.; Križaj, L. (2012). Digitalizacija kulturne baštine u Republici Hrvatskoj : od trenutne situacije prema nacionalnoj strategiji. (Digitization of cultural heritage in Republic of Croatia: from the current situation towards national strategy). Retrived from:http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=156964 Bobcatsss 2015
  18. 18. Thank you for your attention! Lucija Žilić luczilic@student.unizd.hr Jelena Šatalić Krstić jsatalic@student.unizd.hr Tatjana Aparac-Jelušić taparac@unizd.hr Bobcatsss 2015

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