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