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 WorldStockholm 7 8 August 2010Stockholm 7-8 August 2010

By Nadia TemmarS h l B kSchool Bank

Algiers, Algerianadiatemmar@yahoo.fr

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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

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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/

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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

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Internet.

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

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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

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[1] The curve represents the number of loan of documents and not the number of visits to the library and consultations onthe spot.

600

800

1000em

prun

ts

0

200

400

600

Nom

bre

d'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

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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.

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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.

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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

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interact with friends on Facebook.

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

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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.

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Another form of informations about using these tools was made

directly with our users during the research methodology course that y 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.

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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 the p pleading 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.

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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.

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teachers.

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

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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.

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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.

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We divided the work into thematic tabs such as library news, news of

banks, financial markets, news, sports, music…

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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

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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.

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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 relevant y y

for the moment:

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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.

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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.

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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

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[1] The Magic of the Library - A Fun Presentation of The University of Bergen Library

http://www.youtube.com/watch?v=wytQ3pudf5k

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.

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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.

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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.

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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 our p 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.

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Nevertheless, we must take into account the time invested. Indeed,

the hours spent on social networks are very long if we want to keep it y g

regularly updated sites, supplying content and especially

communicate about our online presence.

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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.

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THANK YOU FOR YOUR ATTENTION!

nadiatemmar@yahoo.fr

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