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Denk- en Discussiedag 2014 Lezing Frank Daniel

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Denk- en Discussiedag 2014 Lezing Frank Daniel Bozar, Brussel Bibnet Thema: Publiekswerking
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Always one step ahead! Marketing strategies for e-Book-lending in Cologne Organisation, promotion and experiences Frank Daniel Denk- en Discussiedag Brussel 2014
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Page 1: Denk- en Discussiedag 2014 Lezing Frank Daniel

Always one

step ahead!

Marketing

strategies

for libraries

e-Book-lending

in Cologne

Organisation,

promotion and

experiences

Frank DanielDenk- en Discussiedag Brussel 2014

Page 2: Denk- en Discussiedag 2014 Lezing Frank Daniel

The future of media

Top trends from Horizon-report

– „People want to work, learn and study whenever and wherever they want“

– "Digital media literacy will increase in its meaning as a core competency in every discipline and in every profession"

– “Mobile Computing and e-books are among the technologies that will conquer the mass market in the next 12 months”

Quelle: http://www.nmc.org/pdf/2010-Horizon-

Page 3: Denk- en Discussiedag 2014 Lezing Frank Daniel

Inhabitants of Cologne 1.024.373

Library members 86.885

Budget € 13,9 Mio

Positions (FTE) 145

Number of items in stock (without databases) 852.295

(incl. 200.000 nonbooks, 377.000 nonfiction, 19.000 e-Media)

Visitors in libraries 2.047.398

Online visitors 1.9 Mio

Library facts and figures 2013

Page 4: Denk- en Discussiedag 2014 Lezing Frank Daniel

1. History

2. Operation

3. Formats & platforms

4. Usage

5. Licences

6. Support

7. Problems

8. Staff

9. Promotion

10.Outlook

Agenda

Page 5: Denk- en Discussiedag 2014 Lezing Frank Daniel

• Lending = giving sth. to sb. for a limited time

• Shareware: timestamp

• Negotiations with publishers in 2001

• Distrust: platform? technical implementation? security issues?

Library = lending -> also on the web?!

Page 6: Denk- en Discussiedag 2014 Lezing Frank Daniel

Lizenzen

Technik

PR

Support Bibl.

Bibl.

Bibl.

Bibl.

Bibl.

2007: Central service provider

Page 7: Denk- en Discussiedag 2014 Lezing Frank Daniel

DiViBib negotiates licences with publishers (copyright issue!)

Library orders via shopping system, have only simple right of use

pricing equals physical media + service costs

separate platform for library patrons

download of DRM-protected files

one user per licence

restricted usage time, also mobile and offline possible

How does „Onleihe“ work?

Page 8: Denk- en Discussiedag 2014 Lezing Frank Daniel

Look and feel of homepage

Page 9: Denk- en Discussiedag 2014 Lezing Frank Daniel

e-Books: ePub and PDF

newspapers and magazines: PDF

audio: WMA (or streaming)

video: WMV

Formats

Page 10: Denk- en Discussiedag 2014 Lezing Frank Daniel

www.e-ausleihe.de

search or browse

PC

library catalogue

download

Log-In

E-Reader MP3-Player Smartphone

Loan period ends automatically

checkout procedure

Page 11: Denk- en Discussiedag 2014 Lezing Frank Daniel

e-library: anytime and everywhere

Page 12: Denk- en Discussiedag 2014 Lezing Frank Daniel

demonstration

Page 13: Denk- en Discussiedag 2014 Lezing Frank Daniel

iOS and Android-Apps

Page 14: Denk- en Discussiedag 2014 Lezing Frank Daniel

many platforms – some restrictions

Page 15: Denk- en Discussiedag 2014 Lezing Frank Daniel

Viele Plattformen- viele Einschränkungen

Page 16: Denk- en Discussiedag 2014 Lezing Frank Daniel

Audio books

Fiction

guidebooks / non-fiction

Papers and magazines

no fines, no extra charges

E-Reader-compatible

Cheap devices

Quick approach, also mobile

using standardized software

Page 17: Denk- en Discussiedag 2014 Lezing Frank Daniel

e-Books and reading behaviour

• e-book-readers read more (60% indicate this)

• reading becomes mobile

• readers want to read samples before downloading

• e-book-readers read selectively (only certain passages, read books less likely to end, read parallel)

• 70% use at least two e-book capable devices

• e-book readers are frequent readers, not techies

• main age is 40-49 years, 60% are women

Study of Universität Hamburg, Institut für Marketing und Medien (2012)

Page 18: Denk- en Discussiedag 2014 Lezing Frank Daniel

Mai 2007: Start with 4 piloting libraries

31.12.12: 671 libraries: 53 single, 45 library networks

16.9.2014:1935 libraries

How many libraries offer the service?

Page 19: Denk- en Discussiedag 2014 Lezing Frank Daniel

year loans users loans plus titles exchange items

2007 5796 1203   7258 1 7291

2008 18459 2468 218 % 8336 2 8611

2009 29230 3053 58 % 9826 3 10362

2010 41071 3250 41 % 4101 10 4290

2011 52279 3854 27 % 6336 8 6708

2012 102387 5896 96 % 10223 9 11681

2013 173584 8025 70 % 15721 9 19367

Development of usage

10% of library patrons use e-lending

11% of aquisition budget spent for e-lending

Page 20: Denk- en Discussiedag 2014 Lezing Frank Daniel

Development of user number

Page 21: Denk- en Discussiedag 2014 Lezing Frank Daniel

Standard: price of printed copy = 1 licence = 1 user

[py > 2 years: multiple download]

[3x price of printed copy: 25 loans + 2 archive-ex.]

Licence models

Page 22: Denk- en Discussiedag 2014 Lezing Frank Daniel

Limited numberof licences

Some publishers are restrictive

AV-files as WMA/WMV only or online streaming

needs supportincompatible formats and devices

error-prone

no ownership!

Missing interfaces to LMS

Quelle:www.open4.org

loan periods not flexible

e-books only for download

Page 23: Denk- en Discussiedag 2014 Lezing Frank Daniel

titles in OPAC with deep

links to detailed entry

import routine for data

online-authentification

second patron account

separate reservation system

separate availability information

proprietary classification

interfaces

Page 24: Denk- en Discussiedag 2014 Lezing Frank Daniel

Help!!!

Page 25: Denk- en Discussiedag 2014 Lezing Frank Daniel

• up-to-date news of technical issues

• dictionary

• FAQs

• information about mobile devices

Page 26: Denk- en Discussiedag 2014 Lezing Frank Daniel

internal board for libraries

Page 27: Denk- en Discussiedag 2014 Lezing Frank Daniel

2nd-Level Support: Helpdesk

Page 28: Denk- en Discussiedag 2014 Lezing Frank Daniel

FAQs als Textbausteine

FAQs as text modules

Page 29: Denk- en Discussiedag 2014 Lezing Frank Daniel

Promotion: internal

Page 30: Denk- en Discussiedag 2014 Lezing Frank Daniel

Promotion: internal

• Presentation on staff meetings• News via mailing list • information in internal wiki• Staff trainings• eReaders & tablets for staff• Staff trainings• Staff trainings• Staff trainings…  

Page 31: Denk- en Discussiedag 2014 Lezing Frank Daniel

External promotion: concept

Page 32: Denk- en Discussiedag 2014 Lezing Frank Daniel

External promotion: single actions

• press conference• setting up own domain (e-ausleihe.de)• flyers and posters• radio broadcasts (interviews) • recommendation of videos in local paper• mini poster campaign in trams• information screens in subway stations• "Road shows" in the foyer of the Central Library• presentations at partner institutions

Page 33: Denk- en Discussiedag 2014 Lezing Frank Daniel

External promotion: permanently

• Homepage, OPAC, social media• information to patrons by reference librarians• flatscreens with PPT presentation• posters and flyers• information on library shelves • presentation in user trainings and guided tours • covershow (z.B. als Bildschirmschoner)• displays in the shelves• deep links to papers, e.g. bit.ly/DieZeit

Page 34: Denk- en Discussiedag 2014 Lezing Frank Daniel

With an App to the eBook…QR-Codes on library shelves

Page 35: Denk- en Discussiedag 2014 Lezing Frank Daniel

External promotion: hands-on practice

E-Reader, tablets and E-Ausleihe:

Free trials in the library, free weekly workshops

Page 36: Denk- en Discussiedag 2014 Lezing Frank Daniel

Cooperative publishers

New licence models

Easy technology (cf. Overdrive)

New copyrightlaw?!

compatible with all platforms and devices

improved system architecture

24/7-Serviceintegration into LMS via NCIP

flexible loan periods

App in English

Page 37: Denk- en Discussiedag 2014 Lezing Frank Daniel

Thank you!

[email protected] www.e-ausleihe.de

Source:

Malcolm Campbell

www.ariadne.ac.uk/issue24/cartoon


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