In an academic environment, the information professionals have to differentiate of the rest of service providers and reinforce the partner, advisor and trainer role with the community, especially in relation with freshers and the first years students. To differentiate of the rest, we have to know our value proposition in the community, to analyze the market and identify the target that we would like to achieve and to deploy the more appropriate strategies to reach our objectives and gain immediate visibility. The Library of the University of Seville has a general communication plan for all branches libraries with particular emphasis in social media. However, effective digital marketing plan is needed to every branch library that target particularly selfie generation. The Library of Economics and Business of the University of Seville has two training students specialized in marketing, working in the library thanks to a Practices Program of the University. They are in their senior year of academic studies. Both of them are designing the digital marketing plan of the library from their own perspective and library experience and it has been contrasted with others students opinions. On the first, they have to know in a very detailed manner, the complexity of tasks every member of the satf does and the impact that every task may have on students learning. From their perspective, the existence of a gap between librarians do and the perceptions of our community about library services, has been detected. The library is invisible to student eyes that don’t imagine the collaboration that librarians can offer them and the rich and useful tasks they do. We are going to explain our new digital marketing plan with special reference to social media, plan that integrates all kind of actions, improves our digital and physical reputation and yields a profit of our work to the benefits of our users.

1. #EMEARC16
How we are perceived and
how they could see us: selfie
generation designs the library
marketing plan

2. #EMEARC16
Index
1. Selfie generation: our students
2. Library marketing Campaigns
3. How they see us: survey
4. Results: new marketing plan

3. #EMEARC16
1. Selfie generation
Selfies make up 30 percent of the
photos taken by people ages 18-24.
A selfie cultivates a “visual culture,”
because it “shows, not tells, how you’re
feeling, where you are, what you’re
doing”.
Selfies are tools of communication
more than marks of vanity (but yes,
they can be a little vain).

4. #EMEARC16
Students of Economics and Law Degree. University of Seville

5. #EMEARC16

6. #EMEARC16
Hours per year the office of communications spend in tasks
related to Instagram (Primary Research Group, 2015)

7. #EMEARC16

8. #EMEARC16
University
of Seville.
Library

9. #EMEARC16
University
of Seville.
Library

10. #EMEARC16
Library Branch of Economics and Business.
Marketing plan in social media for/by selfie
generation (2015-2016)

11. #EMEARC16
Our objectives are...
Effective Student
Success or Retention
Plan

12. #EMEARC16
Our objectives are...
Effective future
workers and
employability

13. #EMEARC16
We have to work in collaboration with...
● Faculty
● Administrators
● Professional staff
● Support staff
● Student, Selfie
Generation

14. #EMEARC16
Our marketing team
of Selfie Generation
Alejandro Delgado Luis Sánchez Ramírez

15. #EMEARC16
1. Interviews with library staff in
order to know every specific task
they do in the library and if their
attitude is open to change and
service
2. Detect Weak and Strength points
3. Identify the most impacting staff
tasks for their colleagues
4. SWOT analysis
Our methodology: the context
2015 Nov.-Dec.

16. #EMEARC16
1. Survey with 20 questions: library
perceptions and expectations
2. Target: students of every Degree in
Economics and Business Faculty
a. 1200 from First Course
b. 800 from Third Course
3. Data analysis from 2000 surveys
(automatic reading machine)
4. Results: Weak and Strength points
Our methodology: the data
2016 Jan.

17. #EMEARC16
2. Results: How they see us (Weaks)
• …see us like we are
• …use the library, only for course reserves or study
room
• …converse with the librarians
(anxiety)
• …say what they want
• …know what we can do to
help them
• …see us
They don’t…

18. #EMEARC16
2. How they could see us
• Quality resources and materials, easy to use
• Quality and proximity of our librarians
• Orientation and accompaniment planification
• Appealing, innovative spaces, colours, different zones to improve the
learning and employability:
– Entrepreneurship room and networking sessions
– Conferences and meetings with entrepreneurs
– Group Rooms for group tutoring
• Learning of digital competences
• Improvement of communication by social media channels (targeted
advising campaigns and use of Instagram)

19. #EMEARC16
Reproduction of our study in France, Mexico and Chile
(Economics and Business Studies)
● University Haute-Alsace
(France)
● Universities of Baja
California (UABC-UNAM,
CETYS,
IBEROAMERICANA)
● University Catholique of
Chile (DUOC-UC)

20. #EMEARC16
3. New marketing
plan for
Economics and
Business Library
2016 Feb.

21. #EMEARC16
Focus on:
Facilitate the use of
library collection for
study and entertainment
Box for
return books
Book Return Box Marketing Campaign
Users Channels of
Communication
Tools Hashtags Mentions/
hashtags
Dates Person in
charge
Students
of
grades,
master
and PhD
e-mail Mailing lists of
students (by
grades, master
and PhD)
Feb./
Apr.
Name
Twitter Tuits #BookReturn
#bibeco
#usetheBox
@bibeco
@Biblioteca_US
@unisevilla
Feb./
Apr.
Name
Facebook Post #BookReturn
#bibeco
#usetheBox
@bibeco
@Biblioteca_US
@unisevilla
Feb./
Apr.
Name
Public monitor News Feb./
Apr.
Name
University
Library Web
News Feb./
Apr.
Name
BibEco Web News Feb./
Apr.
Name

22. #EMEARC16
Marketing campaign for promotion
of Box Books Return

23. #EMEARC16
Focus on:
Learning in digital competencies
More training and use of the social media
channel Instagram

24. New communicative channels
Instagram channel for
instagrammers
Student-guided Instagram programme for first-year
students

25. #EMEARC16
Focus on:
Facilitate the employability
Entrepreneur-
ship room and
networking
sessions
Entrepreneurship Meeting Room and networking sessions Marketing Campaign
Users Channels of
Communication
Tools Hashtags Mentions/
hashtags
Dates Person in
charge
Students
of
grades,
master
and PhD
e-mail Mailing lists of
students (by
grades, master and
PhD)
Feb./Mar. Name
Twitter Tuits #Entrepreneurs
hip
#Learning
#bibeco
#topicoftheday
@bibeco
@Biblioteca_US
@unisevilla
@Speaker
Feb./Mar. Name
Facebook Post #Entrepreneurs
hip
#Learning
#bibeco
#topicoftheday
@bibeco
@Biblioteca_US
@unisevilla
@Speaker
Feb./Mar. Name
Public monitor News Feb./Mar. Name
University
Library Web
News Feb./Mar. Name
BibEcoWeb News Feb./Mar. Name

26. Entrepreneur
-ship room
and
networking
sessions

27. #EMEARC16
Measure the success with our set of indicators in social media

28. #EMEARC16
Conclusions
They don’t…
• see us like we are
• use the library, only for course
reserves or study room
• converse with the librarians
(anxiety)
• say what they want
• know what we can do to help
them
• see us
● We show them everything we
do for them
● They are going to use the
library for lending, study and
workgroups
● We converse with them by
new media
● They learn digital
competencies by hashtags
and Instagram
● They are saying what they
want via every channel
● They are seeing us

29. #EMEARC16
Bibliography and links
Time the Me Me Me Generation http://theologicalmatters.com/2015/10/27/5-keys-to-reaching-the-selfie-generation/
Primary Research Group 2015 Survey of the use of Instagram in Higher Education Marketing
20160128_165457Excerpts_from_the_Survey_of_Use_of_Instagram_in_Higher_Education_Marketing
http://www.primaryresearch.com/view_product.php?report_id=582
Campaña de marketing en la Biblioteca de la Universidad de Huelva http://www.nievesglez.com/2015/03/campana-de-marketing-en-
medios-sociales_16.html
University Business Effective Student Success or Retention Plan
https://www.universitybusiness.com/article/outlook-student-success-blending-academics-and-life-lessons
González-Fernández-Villavicencio, Nieves (2014). The Profitability of libraries using social media, ACM.
http://dx.doi.org/10.1145/2669711.2669956
Kraft, Amanda. «# Shelfies are encouraged», 2016, n. January, pp. 10-13. http://crln.acrl.org/content/77/1/10.full.pdf+html
Instagram University of Michigan https://www.instagram.com/umlibrary/
Wallis, Lauren. «# selfiesinthestacks : Sharing the Library with Instagram # selfiesinthestacks : Sharing the Library with Instagram».
Internet Reference Services Quarterly, 2015, v. 19, n. 3-4, pp. 181-206. http://dx.doi.org/10.1080/10875301.2014.983287

30. Atribución-Compartir
Igual 4.0 Internacional
Nieves González-Fernández-Villavicencio
@nievesglez
University of Seville. Library
Thanks you