Are Spanish public libraries connecting with the selfie generation?

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2 Are Spanish public libraries connecting with the selfie generation? Natalia Arroyo PhD on Library Science Social media and mobile technology specialist

3 Social media promises Communication Conversation Participation Interaction Online communities Viral marketing 2007

4 Ten years later, have they come true?

5 Spanish State Public Libraries Network of 53 public libraries created by Spanish State and managed by regional authorities. There is an State Public Library at every province (except Barcelona, Bilbao, Pamplona and San Sebastián) and other important cities (Gijón, Mahón, Mérida, Orihuela y Santiago de Compostela).

6 Spanish State Public Libraries on social media 83.0% 49.1% 37.7% 26.4% 24.5% 13.2% 9.4% 9.4% 3.8% 3.8% 1.9% 1.9% 1.9% 1.9% (based on 53 libraries)

7 Methodology 53 Spanish State Public Libraries 44 Facebook pages 264 posts Followers, posts and interactions analysed

8 Followers Libraries are followed on Facebook by 1% - 16% of their users. Less than ,9% More than ,0% to ,6% Only 7 libraries are followed by 10% or more of their users to ,5% Number of followers (Based on 44 Facebook pages)

9 Contents published Libraries share contents generated by themselves and external contents. By the library 53,9% External 46,1% Kind of contents published (Based on 264 posts)

10 Contents generated by the library 58.6% 22.1% 9.0% 6.2% 4.1% Activities Reading recommendations Resources Fun Information Contents published (Based on 145 posts)

11 Contents generated by others 37.0% 32.8% 15.1% 7.6% 5.0% 2.5% Fun Cultural dissemination Activities Anniversaries Resources Reading recommendations Contents published (Based on 119 posts)

12 Connecting 44.7% More than a half of the posts published receive 5 or less likes. 9.1% 19.7% 15.9% 10.6% Only one out of ten posts are highly liked >20 Number of likes received by posts (Based on 264 posts) Weak connection with users.

13 Viral marketing 63.6% Six out of ten posts are never shared. 30.3% 6.1% Only a few posts can be considered viral >5 Number of shares per post (Based on 264 posts) No viral marketing.

14 Participation / community 91.7% Nine out of ten posts never receive a comment. 8.0% 0.4% >5 Number of comments per posts Only a few posts generate a conversation. No communities. (Based on 264 posts)

15 What kind of posts do people engage with? People Reading

16 What kind of posts do people engage with? The weather Local traditions

17 What kind of posts do people engage with? Touching Resources

18 Conclusions Promises of social media have not come true. Many libraries have difficulties connecting with their users. Viral marketing and online communities are still a challenge. How can libraries connect with users?

19 Thank you Natalia Arroyo Social media and mobile technology specialist PhD on Library

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21 The Instant Library Using photos on social media to engage young people in the library collections and activities Charlotte Holm Juul Allan Thomsen Volhøj Roskilde Libraries

22 Agenda How we built our Instagram account Roskildebib Examples of what we do How we built or new teen Instagram account Roskildebib_teens What we plan to do

23 Why we do it Our users are on social media more and more of their time

24 Rules of our Instagram: Photos must be taken on location, in the library No photoshop (Use carefully, only used twice) No reposts The picture needs to talk for itself Engage with users and libraries Be funny, creative or wow Be passionate

25 How we promote Screen savers on all the public computers Mention on Facebook Following #roskildebib and #roskilde The first 150 followers were the hardest to get Piggy backed on known concepts eg. #bookfacefriday

26 What we do Books

27 Our archive

28 Concepts - Same weekday

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30 Be visual Never use a bad or boring picture

31 The newest member of the family Roskildebib_teens Why Instagram and not Snapchat? Good results with the other Instagram account What should we offer them on Snapchat? Rules: No pics with only a book cover Fun, cool or different Ideally 2 concepts a week other posts

32 How we promote Screensavers Flyers Posters School classes Next step: Book marks Digital tiles which gather #roskildebib_teens on an info screen in the library Follow teens using #roskilde

33 Concepts bookfaces

34 Concepts #petsreading

35 Other kind of posts Events Stopmotion Posing with books

36 Challenges How to be true to our target group, when we experience increasing interest from 9-12 year olds?

37 We don t want to brag but Published in the Guardian Reposted by New York Public libraries

38 Thanks for listening! Charlotte Holm Juul Allan #roskildebib #roskildebib_teens

39 Q&A

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