Lydia Matheson, Aston University Library - Embedding publicity in the digital environment
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This document discusses embedding library publicity in the digital environment. Previously, the library used its website, emails, and the virtual learning environment for publicity. It now uses word clouds, videos, and apps to engage students. The digital environment provides opportunities for timely, multimedia publicity but also challenges like keeping up with technology. The library publicizes resources like its online catalog and subject guides using print and digital materials. It evaluates usage and student feedback to improve services.
Lydia Matheson, Aston University Library - Embedding publicity in the digital environment
- 1. Embedding Publicity in the Digital Environment Marketing Excellence Event 9 November 2012 Lydia Matheson Information Specialist / Public Services Co-ordinator Library & Information Services Awarded to Aston University Library
- 2. Context… embedding publicity in the digital environment Students ► Student experience ► Student Survey / National Student Survey ► Personalisation ► Engagement - use of Library / Library resources ► Customer service excellence Organisational context ► Marketing strategy ► Budgets ► Staffing ► Green agenda
- 3. Publicity for what purpose? ► Help students to use Library resources and facilities more effectively on and off-campus ► Maintain a good study environment for students and ensure students are aware of and respect Library regulations ► Listen / respond to views ► Improve service delivery / quality according to needs ► Provide key messages ► Support engagement
- 4. Online publicity Publicity Digital environment Opening hours Website / screens Finding reading list materials VLE How to borrow books and use self service facilities Website / LibGuides Loan periods, renewals, fines, short loan, reservations Website / LibGuides Printing and photocopying facilities Website / QR codes Computing facilities Screens / website Doing in-depth research LibGuides / VLE How to find and access e-resources on-campus and Screens / website / VLE off-campus Library rules and regulations Website Changes to services Blogworm Help and support available LibGuides / website / VLE
- 5. Embedding publicity in the digital environment (1) Previously… ► Web site ► All student emails ► Library Matters module on virtual learning environment (VLE) ► Readings folder within individual modules on VLE: ► Links to reading lists on catalogue ► Links to e-Library and Library web site Mainly text based…
- 6. Embedding publicity in the digital environment (2) Created on www.wordle.net
- 7. Embedding publicity in the digital environment (3) Created on www.wordle.net
- 8. The digital environment… Opportunities Challenges ► Currency / cost ► Repetition, timing …. ► Drip – drip approach ► Terminology / language issues ► Brief and to the point ► Technology – innovation / ► Immediate responsiveness / pace of change ► Multi-media options / learning ► Resources - staffing / training / objects access ► Apps / income ► Getting consensus in approach ► Links in right places and metadata ► Personalisation / building on web sites are crucial relationships / communication ► Important messages are getting ► Online branding through ► Evaluating student experiences ► The Library is busier than ever ► Signposts ► Student engagement ► Pathways ► Experiences
- 9. Branding / design ► Visual elements important ► Graphics / photos required ► Less reliance on text / simplicity is key ► Recognizable look and feel but distinction also important ► Some limitations here… ► Professional design as much as possible ► Re-purposing content – postcards ► Engagement – involvement and consultation with students
- 11. 2011 2012
- 13. 2010 2011 2012
- 14. 2009 2012
- 18. Publicity within University ► Residences e-newsletter ► Screens in other buildings ► Library links from other University web pages ► Library links from VLE course modules ► Information about Library within prospectus and course handbooks ► Information about Library in marketing materials – e.g. videos etc.
- 22. Library SmartSearch ► An online ‘super’ catalogue ► Allows you to search for books, journal articles and other resources ► Full-text format ► Can register / sign-in to save results in a folder
- 24. Library SmartSearch Publicity Printed Digital ► Pull-up banner ► Advance notice on ► Posters Blogworm ► Leaflets (5000 ) ► Portal – “to-do-list” ► Tornado counter message ► Bags ► Library web site home page ► Staplers ► Blogworm message ► Post-it notes ► Blackboard / Library ► Tshirts Matters module ► Plasma screens
- 25. LibGuides ► Subject-based online guides: ► To find and access quality resources ► To get guidance on how to do research ► Mobile version exists ► LibGuides are available via: ►Library website http://www.aston.ac.uk/library/ ►MAP LibGuides Publicity Concertina leaflet (5000) One side of SmartSearch leaflet
- 27. LibGuides Usage After 1 week A-Z Resource List- 1,670 views Business & Management - 1,387 views
- 28. Usage & feedback - trends ► Web site – 55,284 page views in one month SmartSearch web page: 26,056 (October 2012) ► Blogworm – 252 posts since March 2009 (35), 2010 (78) 2011 (80) 2012 (59) – views last month – 2,784 ► Twitter – 373 tweets since March 2009, 447 followers ► Library Matters on Blackboard – statistics not available ► LibGuides – 19,523 since middle of September 2012
- 29. Library Laptops Survey – Win a Kindle! November 2011 over 1 weekend 607 responses “Evidence from the 24% didn’t know about them survey showed that of those responding 40% would prefer to use a laptop and only 30.5% a fixed PC.” Students’ preferences – laptops or fixed PC? Led to increased demand for Library laptops Led to purchase of self-service laptop cabinets
- 30. Next steps ► Publicity annual planner and content database (FileMaker Pro) ► Resources – don’t run out of money by October! ► Consider purpose of content and repurposing options at outset ► Student engagement is key – personalisation is important ► Mobile technologies ► Evaluation and feedback ► Informal feedback sessions within Library ► Focus groups and surveys ► Customer journey mapping
- 31. But why… …can’t I just use Google?
- 32. Get the students to tell us... - I feel more confident in finding journals online. I previously used Google scholar but now I will use the Library services. Thanks
- 33. Get the students to tell us... - Learnt some helpful stuff which will no doubt be very useful in the coming weeks!! If I get stuck though, I will be sure to email and ask for help!!
- 34. Get the students to tell each other...
- 35. Thank you – any questions? Lydia Matheson Information Specialist & Public Services Co-ordinator (Customer Experience) l.a.matheson@aston.ac.uk 0121 204 4507
- 36. Embedding Publicity in the Digital Environment Marketing Excellence Event 9 November 2012 Lydia Matheson Information Specialist / Public Services Co-ordinator Library & Information Services Awarded to Aston University Library