Presented in Chinese during a seminar to librarians at the National Taiwan Normal University on 15 June 2012. This seminar is a collaboration between Spree Media Pte Ltd, Nanyang Technological Library - Library Promotion Division, 3M Taiwan and National Taiwan Normal University.
4. 我們目前與一種
「不同類型的用戶」
服務。
Image source: Cover image from the NTU Magazine, “Hey!” 4
5. 今天: 明天是昨日的新聞
Tomorrow is yesterday’s news, today
消費者有自己的生活法
Consumers live by their own rules
不再是一個單一的框架
No longer a single framework
參與和互動超越數位
Engagement goes beyond digital
布蘭登·伯傑 (Brandon Berger)
Chief Digital Officer
奧美集團 (Ogilvy & Mather Worldwide)
5
19. “每一波新技術推動舊技術的改進。每一
個新媒體強制它的前身成為更具創意及
相關性。 ”
“Each wave of new technology in our industry forced an improvement
of the old. Each new medium forced its predecessor to become more
creative and relevant to the consumer.”
魯珀特·默多克 (Rupert Murdoch)
董事长兼行政總裁
新闻集团 (News Corporation)
19
English Translation: Promotion can come in different forms, from traditional to digital and social media hosted on different channels and platforms. How can you engage your library users?
English translation: It is very important to create content across different media that resonates.
English translation: Print Media:PosterBrochurePostcardOthers
English translation:Why do we still need print media in today’s digital age?
English translation: Print media will still be here for quite a while…
English translation: Better to attract people on the move
English translation: Better opportunity for branding
English translation: But print media has its flaws…
English translation: Content restriction.
English translation: Visibility subject to moving crowd and environment.
English translation: Information update and schedulingdisadvantage.
English translation: What is considered as a successful print medium?
English translation: A successful print medium is able to…- communicate a message- call attention and generate enough interest to prompt closer investigation- let viewers recall important details
English translation: Users choose when and where to read- Focus is key- Right information at the right place and time- Information in small bites
English translation: What was theMain Focus?
English translation:Get attentionSecure attentionResponse to action
English translation: Different types of print media have different types of uses:PostersSignagePostcard/Brochure
English translation: Brief and eye-catching to target audience on the move
English translation: Contains symbols, emblems or words, used for identification or as means of providing directions or warning
English translation: Mainly distributed to provide more detailed information
English translation: How do make print media more creative and relevant?
English translation: (1) Everyday objects.
English translation:user-centric designPracticalUsefulSimple / user-friendly
English translation:One object per day in 365 days, this exhibition present the everyday objects that accompanied them.
English translation:(2) Present content in a more interesting manner.
English translation:Successful Print MediaClearConciseRelevant
English translation:Thinking back…- Attracting your target audience- Delivering the message- Creating visual impact
English translation:Common mistakes- Too much text and information- Missing crucial information- Incorrect or misleading visuals - Hard to read text- Consistency with other peripherals
English translation:Digital MediaVideo animationOthers
English translation:What makes an engaging video/animation?
English translation:Have a clear process: Preparation – Storyboarding / Scripting – Design – Compilation - Evaluation
English translation:(1) Preparation:- Identify the main message or focus- Define and understand target audience- Consider output requirements
English translation:(2) Storyboarding/Scripting:- Determine the “text”- Visualise content flow
English translation:(3) Design:- Create visual elements- Create movements and interactions- Choosing audio and sound effects
English translation:(4) Compilation:-Viewing considerations
English translation:(5) Compilation:-Thinking back…
English translation:Thinking back…- Attracting your target audience- Delivering the message- Creating visual impact
Good content is now still not good enough. It needs to ignite or simulate conversations. Helping people to converse is as important as giving them something of value.
English translation:Essentially Social Media is about conversations among people
English translation:Main social media platforms used by NTU Libraries.
English translation:Why do libraries need social presence?
What online has done is something much bigger than offer new extensions to media, or surfaces – it’s creating presence – in peoples lives – we are designing and building meeting places between the brand and the customer. Equal in importance to the product design itself. Meeting places are not web services, they are tools to fit different target groups specific needs in order to meet with the promise the brand has made to the person at the other end.
English translation:Keep connected with users / Bringing people togetherGenerating buzzLearning from users
English translation:Mobile- QR Codes
English translation:5.98 billion mobile users worldwide490 million smartphone sales
English translation:Time spent on mobile phones (Per day)9% of users spend an average of 7 minutes on email32% of users spend an average of 27 minutes on communication59% of users spend an average of 40 minutes on the internet
English translation:Smartphone:- Not only used for calling anymore…
English translation:When is your mobile phone being used?98% At home89% On the go79% While shopping74% At work64% On public transport10.9 billion apps downloadedSource: http://fredericgonzalo.com/2012/04/24/great-trends-in-mobile/
English translation:How are mobile phones being used81% Browse (social networking, surfing)Social networking accounted for 50% of all page views in 2011Facebook reports that they had more than 425 million mobile users in December 2011 aloneThere are 200 million mobile video playbacks everyday on YouTube77% Search (Seeking information primarily using search engine)71% of mobile search happen when users are following up on a tv, online or printed advertisment1 in 7 searches made via mobile95% have looked for local informationSource: http://fredericgonzalo.com/2012/04/24/great-trends-in-mobile/
English translation:What are QR Codes?Quick Response Code in longA type of 2-dimensional matrix barcode. Developed back in 1994 by Denso Wave, a subsidiary of the Toyota Group, to scan automotive component part inventory
English translation:At NTU Libraries, QR codes are placed mostly on our posters and printed materials for the following:Events: to view details or register for events directlyInformation: To view additional information on services, resources and exhibitionsShare: To share information directly to social profiles such as Facebook and TwitterConnect: To access web urls, emails and contact information directly
English translation:Design promotional campaigns to engage
English translation:Why design campaigns?Better potential to promote experience rather than to promote resources or transactionsMore room for creativity to leverage on different channels to maximize mindshareAchieve better consistency in your promotional efforts
English translation:Library Promotion 360°Print MediaDigital MediaSocial MediaMobileActivities/EventsExperience
English translation:Promotion is an art – True of False
English translation:ArtThemeStyleContentFormMediaTechnique
English translation:Never be afraid to experiment and explore new things. Sometimes it is just the mistakes you made that make you better in what you do.