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Targeting Your Users (Identifying Library Stakeholders)

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This presentation by Urban Rybrink, Head of Communications at the National Library of Sweden was delivered as part of a workshop at LIBER's 2013 conference. The workshop was: "The Interactive Library: Communicating Effectively With Your Stakeholders". Learn more about the National Library of Sweden at www.kb.se/english and about LIBER at www.libereurope.eu

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Targeting Your Users (Identifying Library Stakeholders)

  1. 1. Targeting your users Urban Rybrink June 26th 2013
  2. 2. Sidnummer : Why on the web? • Collect and preserve all Swedish publications, and make the material available to the public • To pull together and develop the Swedish library sector 2
  3. 3. Sidnummer : NL on the web 12 blogs More than 10 official accounts in social medias 7 sites 3
  4. 4. Sidnummer : Plus… Press- room Joint projects More than 10 search services 4
  5. 5. Sidnummer : What does everybody else write? 5
  6. 6. Sidnummer : Target groups Content can be divided into five target groups: • Visitors/Public/Researchers – Visit and loans – Collections • Libraries in Sweden – Libris – National search service – Library statistics – National cooperation – Open access – Metadata • Providers – Digital deposits – Physical deposits – ISBN-central • Government information – About the National Library as a government agency – Offers of employment • Foreign users 6
  7. 7. Sidnummer : Blogs – for special-interest users • Reach small groups, but highly knowledged • Interaction is possible • Keep the regular website generalized for broader target groups 7
  8. 8. Sidnummer : How can one measure social media? Attention Handling Intresse Interest Action Operation Loyalty • Unique visitors in owned media • Views in social media • Visits in owned media • Page views in owned media • Pages per visit in owned media • Visits in owned media through social media • Time spent in owned media • Interactions in the blogs • Earned media • Returning visitors to owned media • Sharing owned media (earned media) • Actions that leads to goal 8
  9. 9. Sidnummer : National Library in digital numbers 2012 Attention Handling Intresse Interest Action Operation Loyalty • 445.870 unique visitors in owned media • 1.515.361 views on Facebook • App. 1.000.000 views on Twitter • 1.010.053 visits in owned media • 3.136.535 page views in owned media • 2,4 page views per visitor in owned media • 38.145 visits in owned media through social media • 2 min 22 sec spent time in owned media • Total 79 days & 16 hrs viewing time on YouTube • 535 commentaries in blogs • 20 commentaries on YouTube • 8.367 mentions on Facebook • App. 800 mentions on Twitter • 596.798 returning visitors in owned media • 248 times shared content from owned media • 31 visitors shared content from our YouTube-page • 528.534 views on Facebook through friends • App. 1.000.000 views on Twitter through friends • 7706 followers on Facebook • App. 2500 followers on Twitter • 382 subscribers on YouTube • 132.150 IRL visitors • 6.467 new loaners • 93.379 loans • 124.295 started files • 16.937 distance loans 9
  10. 10. Sidnummer : Campaign: Recruitment of new staff Job service Facebook/Twitter www.kb.se Other 38 candidates 3 candidates 23 candidates 67 candidates 40 visitors to kb.se 287 visitors to kb.se 116 visitors to kb.se 490 visitors to kb.se 95% 1% 20% 14% 10
  11. 11. Sidnummer : NB: social media Facebook 3049 Twitter 2883 LinkedIn 213 Flickr 102 YouTube 524 SlideShare 0 Wikipedia Followers Facebook 13313 (+7579) Twitter 3675 (+1893) LinkedIn 90 (+43) Flickr 106 (+87) YouTube 21 (-12) SlideShare 4 (+4) Wikipedia 20927 (-11473) Generated visits in owned media (2012 compared to 2011) (apr 2013) Most popular content (2012) 11
  12. 12. Sidnummer : Target group: researchers • 90% of all highly educated and 92% of all students use Internet daily • Similar behaviour patterns in proffession and private life • Positive attitude towards social media Use social media to: • Active group • Wants short texts with links to in-depth information • Ex: Twitter Get information and ideas for current researc • Use social media with closed access for networking and communication • Ex: Facebook, LinkedIn, Google+ Networking with colleagues Ex: blogs, Twitter Create interest for research projects and attracting sponsorship 12
  13. 13. Sidnummer : Target group: Library sector Librarians use daily: • Similar behaviour patterns in proffession and private life • Big users of social media • Twitter, Facebook and Instagram are most popular E-mail 50% Social media 23% RSS readers 16% Chat 14% Library news 13% Blogs 12% Wikis 9% Mobile-apps 9% Videosites (ex. YouTube) 6% Image sites (ex. Flickr) 6% Discussions forums 6% 13
  14. 14. Sidnummer : Target group: Library sector • Survey on Facebook spring 2013 What librarians wants on Facebook Library sector news 77% What are they REALLY doing on the NL? 73% Information about our services 68% Images and video clips from our collections 55% News about national search services 55% News about metadata 50% News about library statistics 45% News for public libraries 45% News for research libraries 45% 14
  15. 15. Sidnummer : The dilemma in measuring social media • It’s all about quantity, not about quality • Who are our followers on Facebook and Twitter? • Do we reach our targeted groups through social media & is it worth the cost? 15

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