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The participatory aspect of Web 2 0: aThe participatory aspect of Web 2.0: a
marketing asset for the Algiers School of
Ban...
1- PRESENTATION OF THE SCHOOL OF BANKING
The School of Banking (ESB), founded in January 1995 is a trainingg ( ), y g
inst...
c- The ESB infrastructures
The School is located on a 17 hectare site. Including its infrastructure
and in addition to adm...
44
2 - PRESENTATION OF THE LIBRARY:
The ESB Library www.esb.edu.dz/biblio mission is to support teaching
and research and to ...
2-1 USERS OF THE LIBRARY
1 The number of students amounts to approximately 400 each year1- The number of students amounts ...
2-2 THE LIBRARY ATTENDANCE
Since the inception of the school, the library attendance rate has alwaysSince the inception of...
600
800
1000
emprunts
0
200
400
600
Nombred'e
0
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
N
figure n°1: ...
Indeed, starting in 2001, ESB has access to the Internet but with low
flow, this explains the continuing increase of circu...
Ch ll f th ESB libChallenge for the ESB library
-Apply the principles of relationship marketing by using social media
site...
Methodology
W d t k b i f f d t d t i th ti thWe undertook a brief survey of our readers to determine the time they
spend ...
We found ourselves facing a critical situation for which it was imperative
to find a solution before the Wifi installation...
4 THE ESB LIBRARY 2 0 LIBRARY ?4 - THE ESB LIBRARY, 2.0 LIBRARY ?
4-1 – Implementation strategyp gy
Our choice was fixed o...
1414
1515
1616
Another form of informations about using these tools was made
directly with our users during the research methodology cour...
4-2 The social network Facebook: ESB Library seeks friends
The choice of Facebook has occurred:
► compared to its populari...
ESB Library on facebookESB Library on facebook
http://www facebook com/esb bibliotheque/ on which we publish:http://www.fa...
On july 26 2010 we have 270 friends on FacebookOn july 26, 2010 we have 270 friends on Facebook.
Communication with our us...
2121
4 2 ESB Library on Twitter:inform and be informed4-2 ESB Library on Twitter:inform and be informed
By creating our account...
2323
4 3 ESB Lib Netvibes
We have created an universe Netvibes http: / / www netvibes com /
4-3 ESB Library on Netvibes
We have...
25252525
4-4 ESB Library on Del.icio.us: or sharing bookmarks
We put on our Delicious public account :
► bookmarks and links for ou...
Rss feed of the last links archived are reported. We can generate Rss
feed by tag We can generate a tag cloud like the one...
2828
5 – THE IMPACT OF THE WEB 2.0 TOOLS ON THE ESB
LIBRARYLIBRARY
After one year past school using social media we could perce...
Facebook: the friends number, the notifications number and messages are
a good tool for measuring effectiveness.g g
Twitte...
The evaluation of our short experience using social media has had theThe evaluation of our short experience using social m...
Social media allowed us to provide a modern image of the library
which has fostered our marketing campaign toward users.wh...
Evaluation by web 2.0 Tool:
Facebook: Users bring their contributions, which confirms our belief
that their participation ...
For our purposes as a librarian Twitter has been a great contributionFor our purposes, as a librarian, Twitter has been a ...
If we are convinced that libraries are essential in learning teaching andIf we are convinced that libraries are essential ...
CO C S OCONCLUSION:
After one year of presence on social medias, we have noticed some
changes in our users behavior .
Our ...
Nevertheless, we must take into account the time invested. Indeed,
the hours spent on social networks are very long if we ...
Finally we remain convinced that the adaptation of Web 2 0 tools inFinally, we remain convinced that the adaptation of Web...
THANK YOU FOR
YOUR ATTENTION!
nadiatemmar@yahoo.fr
3939
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The participatory aspect of Web 2.0: a marketing asset for the Algiers School of Banking library? par Nadia Temmar

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Appliquer les principes du marketing relationnel en se positionnant sur des sites de médias sociaux, développer des prestations web 2.0, tel est le défi que s’est lancé la bibliothèque de l’École Supérieure de Banque dans l’objectif de renforcer son image de marque et de reconquérir ses usagers.

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The participatory aspect of Web 2.0: a marketing asset for the Algiers School of Banking library? par Nadia Temmar

  1. 1. The participatory aspect of Web 2 0: aThe participatory aspect of Web 2.0: a marketing asset for the Algiers School of Banking library?Banking library? Satellite Conference, pre-conference of the International Federation of Library Associations and Institutions (IFLA). Management & Marketing SectionSection Conference Theme: Marketing Libraries in a Web 2.0 World Stockholm 7 8 August 2010Stockholm 7-8 August 2010 By Nadia Temmar S h l B kSchool Bank Algiers, Algeria nadiatemmar@yahoo.fr 11
  2. 2. 1- PRESENTATION OF THE SCHOOL OF BANKING The School of Banking (ESB), founded in January 1995 is a trainingg ( ), y g institution under the supervision of the Central bank of Algeria www.esb.edu.dz/ The School's mission is to train new graduates and senior management in the areas of banking and finance.g 22
  3. 3. c- The ESB infrastructures The School is located on a 17 hectare site. Including its infrastructure and in addition to administrative buildings, pedagogical classrooms, students residence restaurant and sporting park and the library objectstudents residence, restaurant and sporting park, and the library object of our study. www.esb.edu.dz/biblio/ 33
  4. 4. 44
  5. 5. 2 - PRESENTATION OF THE LIBRARY: The ESB Library www.esb.edu.dz/biblio mission is to support teaching and research and to provide students and trainees relevantand research and to provide students and trainees relevant documentation to complete their studies. It provides an open acees to s a rich and recent specialized collection wich is also available on the I t t 55 Internet.
  6. 6. 2-1 USERS OF THE LIBRARY 1 The number of students amounts to approximately 400 each year1- The number of students amounts to approximately 400 each year. 2- The teaching and administrative staff 3- The Trainees bankers represent an average of 50 users per week. 4- Access to the library is also given to external students at the end of thier training cycleg y 66
  7. 7. 2-2 THE LIBRARY ATTENDANCE Since the inception of the school, the library attendance rate has alwaysSince the inception of the school, the library attendance rate has always been on the rise. However from 2004, loan statistics [1] show a sharp drop in both attendance at the library and the use of its resources. The relationship as immediatel established ith the introd ction of therelationship was immediately established with the introduction of the broadband Internet at the ESB from that year. [1] Th t th b f l f d t d t th b f i it t th lib d lt ti 77 [1] The curve represents the number of loan of documents and not the number of visits to the library and consultations on the spot.
  8. 8. 600 800 1000 emprunts 0 200 400 600 Nombred'e 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 N figure n°1: evolution of the loan in the ESB library years 1998 to 2009figure n 1: evolution of the loan in the ESB library years 1998 to 2009 88
  9. 9. Indeed, starting in 2001, ESB has access to the Internet but with low flow, this explains the continuing increase of circulation statistics.flow, this explains the continuing increase of circulation statistics. In 2004, the School adopts a broadband connection, and in 2009, Wifi is available in the classrooms and around where students can connect d ring the school ho rs and e enings From this ear readers ha eduring the school hours and evenings. From this year, readers have begun to be rare and those who came rush eagerly to the two computers in the library giving access to the web. 99
  10. 10. Ch ll f th ESB libChallenge for the ESB library -Apply the principles of relationship marketing by using social media sites and developing web 2.0 services, The aim is to strengthen the image of the library and reconquer the users who spend lot of timeg y q p online. J i h th d l th i ti i t-Join users wherever they are and place them in a participatory approach, work with them, trying to know them better to understand their needs. -Study later the impact of this marketing strategy using the web 2.0y p g gy g tools on our users behavior. 1010
  11. 11. Methodology W d t k b i f f d t d t i th ti thWe undertook a brief survey of our readers to determine the time they spend online, the kind of information they look for on Internet and how they inform in the digital age. Results: Users rely on Google and Wikipedia. ► They go online to be informed about news, politics, economics, finance, stock market, sports, movies, music ... ► The majority of them indicated that they go on the Internet to meet and 1111 interact with friends on Facebook.
  12. 12. We found ourselves facing a critical situation for which it was imperative to find a solution before the Wifi installation covering all the school.to find a solution before the Wifi installation covering all the school. Decition has been taken to adopt a marketing approach to bring us closer to our users and this time through their preferred source of information the Internetinformation : the Internet Selected tools which, in our opinion, are more suitable to our goal 1212
  13. 13. 4 THE ESB LIBRARY 2 0 LIBRARY ?4 - THE ESB LIBRARY, 2.0 LIBRARY ? 4-1 – Implementation strategyp gy Our choice was fixed on four tools from Web 2.0. compared to their popularity with the public and information professionals: Facebook, Netvibes, Del.icio.us and Twitter. Informations about our new methods of work started by a poster campaign. 1313
  14. 14. 1414
  15. 15. 1515
  16. 16. 1616
  17. 17. Another form of informations about using these tools was made directly with our users during the research methodology course thaty g gy we have available at school. Soon these campaigns have had their impact on our users who have started to inquire about our new working methods and to register withstarted to inquire about our new working methods and to register with our new services. 1717
  18. 18. 4-2 The social network Facebook: ESB Library seeks friends The choice of Facebook has occurred: ► compared to its popularity worldwide ► compared from our studentsresponses who see Facebook as thep p leading social networks. Almost all of them have a Facebook account. ► because the network is very dynamic and generates a lot of► because the network is very dynamic and generates a lot of information. 1818
  19. 19. ESB Library on facebookESB Library on facebook http://www facebook com/esb bibliotheque/ on which we publish:http://www.facebook.com/esb.bibliotheque/ on which we publish: our recent acquisitions, articles, courses, conferences, videos, we report sites, blogs, and other selected information concerning finance d b ki ldand banking world . We also communicate regularly on Facebook to inform our users about services and events of the Library. Facebook has allowed greater participation from our students, staff and teachers. 1919 teachers.
  20. 20. On july 26 2010 we have 270 friends on FacebookOn july 26, 2010 we have 270 friends on Facebook. Communication with our users is successful. Another interesting advantage: we have virtually renewed contact with f t d t d t i thi diffi lt t hi i thformer students and trainees, this was difficult to achieve given the physical distance. Currently, the rate of publication is not ideal but we manage to be present as often as possible. 2020
  21. 21. 2121
  22. 22. 4 2 ESB Library on Twitter:inform and be informed4-2 ESB Library on Twitter:inform and be informed By creating our account http://twitter.com/esb_biblio/ we wanted to keep our users informed about our library activities . Through this account, we publish tweets towards both our users, and information professionals who follow us. 2222
  23. 23. 2323
  24. 24. 4 3 ESB Lib Netvibes We have created an universe Netvibes http: / / www netvibes com / 4-3 ESB Library on Netvibes We have created an universe Netvibes http: / / www.netvibes.com / biblioesb/ On July 26, 2010, we expect 2142 visitors on the site. The purpose of the public page is to collect Internet links for our students but also to anyone wishing to learn about finance. Our page Netvibes has an internal configuration with access to the catalog andNetvibes has an internal configuration, with access to the catalog and library information, and an external configuration with wider information: financial, news, research, Press. 2424 We divided the work into thematic tabs such as library news, news of banks, financial markets, news, sports, music…
  25. 25. 25252525
  26. 26. 4-4 ESB Library on Del.icio.us: or sharing bookmarks We put on our Delicious public account : ► bookmarks and links for our users ►sites addresses publishing full text ► any other favorite sites that can interest our users. To better disseminate our library on the web and redirect users to our main site, we publish http://www.esb.edu.dz / biblio link on all ourmain site, we publish http://www.esb.edu.dz / biblio link on all our social media sites mentioned above. From this link they can query the 2626 library catalogs and other databases.
  27. 27. Rss feed of the last links archived are reported. We can generate Rss feed by tag We can generate a tag cloud like the one bellow createdfeed by tag. We can generate a tag cloud like the one bellow created from the text of our paper. 2727
  28. 28. 2828
  29. 29. 5 – THE IMPACT OF THE WEB 2.0 TOOLS ON THE ESB LIBRARYLIBRARY After one year past school using social media we could perceive anAfter one year past school using social media, we could perceive an improvement on our profile, our services and the rate of library use. However, it is still too early to measure the effectiveness and impact of these tools on the behavior of our users. We try to evaluate our web actions by some criteria that seem relevanty y for the moment: 2929
  30. 30. Facebook: the friends number, the notifications number and messages are a good tool for measuring effectiveness.g g Twitter: the number of subscribers and the "retweets" can reveal the interest of our tweets. Netvibes: the number of visits to the site indicated by a meterNetvibes: the number of visits to the site indicated by a meter. Delicious: the number of visiting and bookmarking. 3030
  31. 31. The evaluation of our short experience using social media has had theThe evaluation of our short experience using social media has had the results that we deliver below: ► The library attendance rate has increased: more visits from students trainees staff and teachersstudents, trainees, staff, and teachers. ► The number of people outside the school, visiting the library has b h h i ll d i ll i fgrown both physically and virtually as we receive requests from users outside the country. ► We receive more recommendations from users about the library. 3131
  32. 32. Social media allowed us to provide a modern image of the library which has fostered our marketing campaign toward users.which has fostered our marketing campaign toward users. We plan to adopt other tools as some libraries did, like the library of Bergen in Norway [1], which produced a promotional video on Yo t be The n mber of hits on the ideo sho s that it co ld reach aYoutube. The number of hits on the video shows that it could reach a wider audience. [1] The Magic of the Library A Fun Presentation of The University of Bergen Library 3232 [1] The Magic of the Library - A Fun Presentation of The University of Bergen Library http://www.youtube.com/watch?v=wytQ3pudf5k
  33. 33. Evaluation by web 2.0 Tool: Facebook: Users bring their contributions, which confirms our belief that their participation has a great importance. Users have quickly grasped the principle of Netvibes and often seekUsers have quickly grasped the principle of Netvibes and often seek information on the site. We have very few followers on Twitter microblogging site probablyWe have very few followers on Twitter microblogging site probably because of the language barrier. The site has just been translated in f h ill l t if th i h i b h ifrench, we will see later if there is a change in our users behavior. 3333
  34. 34. For our purposes as a librarian Twitter has been a great contributionFor our purposes, as a librarian, Twitter has been a great contribution for our professional improvement and development. Indeed, we should i t t th t t t b t i f ti f i l thi itpoint out that tweets between information professionals over this site are very generous and very profitable. Delicious is not widely practiced among our users, we need to promote it. It is also a good way of sharing knowledge for information professionals. A premonitory vision let us believe that Facebook will federate the largest number of users and will hold the first place in the exchanges between the library and the users. 3434
  35. 35. If we are convinced that libraries are essential in learning teaching andIf we are convinced that libraries are essential in learning, teaching and research, the new communication methods using theWeb 2.0 tools l l t th lit i th h i ti dclearly represent the new reality in the exchange, communication , and information sharing. In our opinion, libraries and the web must represent additional resources as even if the Web 2.0 tools are an effective marketing approach, the academic library, since it is our study object will always be an exchange space, a place conducive to work. 3535
  36. 36. CO C S OCONCLUSION: After one year of presence on social medias, we have noticed some changes in our users behavior . Our marketing strategy will certainly be more exciting next year as we plan to continue to invest our users virtual spaces. In this way, and with perseverance, we are convinced that our users will appreciate ourp pp commitment to them. By soliciting feedback from them, they will participate more easily by their contribution in improving our services.participate more easily by their contribution in improving our services. 3636
  37. 37. Nevertheless, we must take into account the time invested. Indeed, the hours spent on social networks are very long if we want to keep ity g regularly updated sites, supplying content and especially communicate about our online presence. 3737
  38. 38. Finally we remain convinced that the adaptation of Web 2 0 tools inFinally, we remain convinced that the adaptation of Web 2.0 tools in marketing of the library is not the only appropriate solution to target and reach users but it is compatible and complementary with the principles of th t diti l k ti Th lib h ld l t it lf t id ththe traditional marketing. The library should also assert itself outside the web as the direct relationship with the user remains a special moment. 3838
  39. 39. THANK YOU FOR YOUR ATTENTION! nadiatemmar@yahoo.fr 3939

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