A conference paper presented at UCEC, Padang, Indonesia

1. Connecting Library with
APEX Community
Radia Banu Jan Mohamad, Mohd Kamal Mohd Napiah,
Intan Haryati Ibrahim, Mohd Ikhwan Ismail, Noor Azlinda Wan Jan,
A. Basheer Ahamadhu Ameer Sultan & Asma Wati Ibrahim
Hamzah Sendut Library, Universiti Sains Malaysia,
Penang, Malaysia

2. We lead
OUTLINE
• INTRODUCTION
• LITERATURE REVIEW
• CUSTOMER ENGAGEMENT PROGRAMS
– MyPHS: Jom ke Perpustakaan/ MyPHS: Hari Bersama
Pelanggan
– Exhibitions
– Like myPHS
– Virtual Marketing
• CONCLUSION

3. We lead
INTRODUCTION
HAMZAH SENDUT LIBRARY

4. We lead
INTRODUCTION
• "Got a question, get a live answer”
• Customer Relations Division has proposed to
the management to set up a committee
(SKUAD PELANGGAN) that could facilitate
– in executing PHS promotional activities
– customers engagement programs

5. We lead
INTRODUCTION
SKUAD PELANGGAN

6. We lead
INTRODUCTION
• In 2011, the Library branded promotional
activities with the motto MyPHS.
– 'My' translated in Malay, means mine, while in the
northern dialects, especially in Penang, 'mai'
means come or lets.
– With the combination of this word My and PHS,
MyPHS means Library welcome the customers and
at the same time, creates a feeling of
togetherness with the Library.

7. We lead
LITERATURE REVIEW
• Mathews, B. S. (2009):
– "Libraries are perfectly positioned to be brokers on campus; we
connect people not only with resources and scholarly materials, but
also to each other. Libraries bring people together for academic,
cultural, creative, and social causes; no one else on campus so
completely fulfills that role. And so it is vital that we try to be visible on
campus, not just as salesmen pitching our products, but as
participants."
• Saylor, Schnitzer, Allee, and Blumenthal (2011):
– explained that in order to implement the network in a community, we
should be promoting outreach services by using varieties of social
media.

8. We lead
CUSTOMER ENGAGEMENT PROGRAMS
• organized by PHS since 2010 to appreciate library customers
and welcome new students to the university.
• “MyPHS” was introduced as library branding strategy.
MyPHS: Jom ke Perpustakaan / MyPHS: Hari Bersama Pelanggan

9. We lead
CUSTOMER ENGAGEMENT PROGRAMS
• become a marketing mechanism that build or strengthen ties
between the library and students, especially the new
students.
MyPHS: Jom ke Perpustakaan / MyPHS: Hari Bersama Pelanggan

10. We lead
CUSTOMER ENGAGEMENT PROGRAMS
Exhibitions

11. We lead
CUSTOMER ENGAGEMENT PROGRAMS
Exhibitions

12. We lead
CUSTOMER ENGAGEMENT PROGRAMS
Exhibitions

13. We lead
CUSTOMER ENGAGEMENT PROGRAMS
Like myPHS
•In 2013, customer engagement program has been further strengthened by
introducing a program called Like myPHS: Connecting Library with APEX
Community. It is an outreach program, the first ever held outside the library
over 43 years of the its establishment.

14. We lead
CUSTOMER ENGAGEMENT PROGRAMS
Like myPHS
•Apply the concept of mobile library by applying the idea of ‘if you don’t
come to the library, the library will go to you’. This concept helps in giving
services directly to the customers. Services given are loans and returns of
library materials and fines discount for late return books.
•This program can be categorised as library mobile services provided in hot
spot places of the campus such as administration buildings, public areas,
cafeterias and study centers.

15. We lead
CUSTOMER ENGAGEMENT PROGRAMS
Virtual Marketing
The rapid growth of technology has been harnessed by PHS to gain more
interactions with the customers. In the past interaction occurs physically,
but now the interaction is expanded into a virtual form. Facebook, blog,
Twitter, and Tumblr are now trending and also attracted the attention of
the library to be used as our marketing tools.

16. We lead
CUSTOMER ENGAGEMENT PROGRAMS
Virtual Marketing
The diversity of virtual marketing techniques used by PHS has help a lot in
promoting the library as well as to reduce the gap with the customers. PHS
will continue to empower itself with the latest technology and
developments in order to walk hand in hand with our customers who come
from a diverse background.

17. We lead
CONCLUSION
• PHS via‘Skuad Pelanggan’ has successfully rebrand promotional programs
and outreach with specific focus on the needs and demographics of
users. Promotional efforts and marketing strategies are expected to be
continued and it is of great importance that Library continues to provide
more outstanding information services in support of the University
aspirations.

18. We lead
CONCLUSION
• It also proves that the Library remain relevance,competitive and
progressive in upholding the development of teaching and learning in
higher education institutions for a sustainable tomorrow.
• Promotional and marketing activities done can be used as a milestone to
continue the legacy of customer engagement through new marketing
techniques that will be explored by librarians in the future.

19. Thank
you
Terima
Kasih