Video in Library Marketing Case: Kirjastokaista.fi

Twin Cities Conference Tallinn, Estonia, 4th May, 2011

Riitta Taarasti

Before I start…In Estonia, in Scotland: Do libraries produce videos? What about radio programs?

If so, do you think you produce these videos and radio programs to market libraries?

Index1. What is Kirjastokaista.fi?2. Who are we?3. Why do we do this?4. The importance of planning 5. The importance of transparency and sharing6. The importance of co-operation7. The importance of measuring the impact8. Next steps9. Some pictures10. To end up with

1. What is Kirjastokaista.fi?

Libraries.fi: access to Finnish Library Net Services under one user interface

Kirjastokaista.fi in a nutshell Finnish library web TV was published 29th March, 2010 there are hundreds of videos marketing and presenting libraries and the library sector videos include interviews, recordings of events, documentaries and scripted programs we produce programs in Finnish, Swedish and English Kirjastokaista.fi is funded by the Education and Culture Ministry

Figures 30th April, 2011:…369 videos (mostly made by Kirjastokaista)…829 radio programs (mostly made by Helsinki City Library)

Project

Web service

Tool

2. Who are we?

Kirjastokaista staffTwo full-time workers Riitta Taarasti, editor and project manager Tuomas Lipponen, cameraman

Other key responsibilities Jonni Tammisto, technical design Harri Oksanen, graphic design

… and dozens of colleagues in different roles

3. Why do we do this?

Targets of Kirjastokaista.fiTo the libraries to provide content to websites and events to enhance and enliven information and communication to reduce dublication

To the audience to bring library issues to debate to present services and introduce the library sector

4. The importance of planning

The basis of our workTarget groups

Objectives

Monitoring

Evaluation

Development

Program production principles good usability and interesting topics open distribution to various web services and events strong networking and co-operation support co-operation between library sectors geographical equality in production participation in joint marketing efforts

5. The importance of transparency and sharing

Examples Production schedules are openly available http://wiki.kirjastot.fi/index.php?title=Kirjastokaista#Kirjastokaistan_videotuotanto_vuonna_2011

Programs are easy to share (embed code)Avain (Finnish book publisher): http://www.avain.netMediaeducation.fi: http://www.mediakasvatus.fi/

6. The importance of co-operation

Some of our partners

Libraries.fi Ministry of Education and Culture

The Finnish Library AssociationLibrary magazine

Common librariesAcademic libraries

Special libraries

Some museums Some archives Some radio stations

Some schools Many publishers

YLE (Finland's national public service broadcasting company)

Finnish Society on Media Education …

Perspectives on co-operation co-operation in making and planning videosMost of Kirjastokaista videos: http://www.kirjastokaista.fi/

co-operation in trade fairs and other events

co-operation in distributing and using our videosExcample from Hämeenlinna: http://hameenlinna.verkkokirjasto.fi/web/arena/kirjastokaista

Kirjastokaista.fi distributing videos produced by our partnersThe Finnish Library Association -Like Father, like son: http://www.kirjastokaista.fi/video/9135/

7. The importance of measuring the impact

Most viewed videos

Your turn: three questions I told you before that Kirjastokaista has existed for 1 year now.

1) How many times has our most viewed video been seen?2) What are the web services from where people come to

Kirjastokaista?3) The majority of viewers come from Finland of course?

What other countries?

(Visitor chart by referers: direct 41%, engines 29% and websites 29%)

Top 10 websites where people come from1. fi.wikipedia.org2. www.facebook.com3. www.kirjastot.fi4. kaupunginkirjasto.lahti.fi5. kaupunkiradio.fi6. helmi (intranet of the Helsinki city library)7. www.espoo.fi8. www.radiohelsinki.fi9. www.kunta.tv10. www.suonenjoki.fi

(January – April 2011)

Top 10 Countries1. Finland2. Unknown (= mobile use)3. Australia4. Germany5. United States6. United Kingdom7. Sweden8. Croatia9. Spain10. Estonia

(January – April 2011)

The importance of statistics Statistics help, but they always require interpretation! The editor must follow the statistics on a daily basis. That way they will provide the most benefit.

Search engines Keywords WebsitesDirect request Operation systems

Top settings Browsers Plug-insScreen resolutions Visitor origins Countries

Internet service providers Entry pagesExit pages Page views Time by page

Period summaries Statistics Graph to…

8. Next steps

User Interface Development In May 2011:

new player new look on the front page interfaces in English and Swedish

In Autumn 2011: more LiveStreaming pilots

… and much more, thanks to the fact that we have an open source based interface and a highly skilled coder!

Development of the programs Focus on the program series

Kurkistus kulisseihin: series for children and schoolshttp://www.kirjastokaista.fi/video/9215/ Kirjastodebatti: library themes in public debatehttp://www.kirjastokaista.fi/category/video/79/ Kirjallinen kaupunkini: series for people interested in the local history of literaturehttp://www.kirjastokaista.fi/video/9465/These are not just videos but programs, thanks to our great graphic designer!

New series that will start in the autumn season: Kirjastouria: people with long careers in the library giving their thoughts about the past, the present and the future Erikoiskirjastot esittelyssä: series introducing special libraries open to the public

Marketing, marketing, marketing! When we market Kirjastokaista, we market libraries

Deeper co-operation with YLE (also on TV)

Some interesting topics

9. Some pictures

Photos: Jonas Tana

More photos:http://www.flickr.com/photos/librariesfi/sets/72157626285621092/

Photos: Jonas Tana

More photos:http://www.flickr.com/photos/librariesfi/sets/72157626285621092/

Photos: Tanja Ojakangas

10. To end up with

To end up withI have worked in the library since 1997 and I am really excited about the field. Last year, however, has taught me a lot and opened up the library field more than all the previous years together.

We really have something to market and it is so cool to do it with great colleagues!

Contact informationRiitta TaarastieditorKirjastokaista – Libraries.fi riitta.taarasti@kirjastot.fi

Tuomas LipponencameramanKirjastokaista – Libraries.fituomas.lipponen@kirjastot.fi

Kirjastokaista.fi: http://www.kirjastokaista.fiA Finnish library web TV

Project pages in KirjastoWiki (in Finnish): http://wiki.kirjastot.fi/index.php/KirjastokaistaKirjastokaista.fi in Facebook: http://www.facebook.com/kirjastokaistaKirjastokaista.fi in Twitter: http://twitter.com/kirjastokaista