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The Perfect Storm: the convergence of social, mobile and photo technologies in libraries

Presented at VALA14. Melbourne, 2014. This is a presentation that looks at how Libraries around the world are using Instagram. The full paper (http://epublications.bond.edu.au/library_pubs/34/) & data set (http://epublications.bond.edu.au/data/30)
by

Joanna Hare

on 25 October 2016

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Transcript of The Perfect Storm: the convergence of social, mobile and photo technologies in libraries

Little Miss & Mr Popular
1,715 followers
UCLA Powell Library
Public Libraries Singapore
Al-Babtain Central Library
1,112 followers
1,029 followers
1840
1888
1984
1948
1837
1814
Camera Patent
Alexander Wolcott registers first US patent
for his camera in 1840
Kodak Roll-Film Camera
George Eastman registers patent for roll-film camera 1888
Polaroid Camera
Edwin Land brings the Polaroid Camera to the masses
in 1948.
Shake it, Shake it, Shake it. - Photo is ready.
World Wide Web
Tim Berners-Lee introduces the world wide web to
the world, making the internet far more public in 1991
Camera Obscura
Joseph Niepce creates first photographic image in 1814.
It required 8 hours of light exposure. Later it faded.
Daguerreotype
Louis Daguerre creates the first image that was fixed.
It only needed 30 minutes of light exposure in 1837
GPS Phones
Digital Camera
The first digital still camera is demonstrated
by Canon in 1984
1991
1997
Camera Phone Photo Sharing
First camera phone images to be shared 'instantly' by Philippe Kahn over mobile phone network in 1997
2004
Qualcomm successfully tests assisted Global Positioning System for mobile phones in 2004
Photo Sharing Websites
Iconic photo sharing website, Flickr launches
2010
American Dialect Society names 'app' the Word of the Year 2010.

Instagram app is launched
Mobile Apps
The perfect storm: The convergence of social,
mobile and photo technologies in libraries

Social
Mobile
Visual

Methods
Maps, Surveys, Analytics,
47
Australia
New Zealand
Thailand
Singapore
South Africa
Sweden
Finland
Canada
United States of America
Mexico
Spain
Ukraine
Denmark
Poland
Hungary
Czech Republic
Kuwait
United Arab Emirates
Where in the World are Libraries Instagramming?
Finding your groove...
Anybody
Customers
Public
Academic
Who is on Instagram?
Special
Who do libraries target?
State Library of
Queensland
instagram.com/ylibrary
@ylibrary
Queens Library
(New York)
@queenslibrary

Madison Public
Library (Wisconsin)
@madisonbubbler

Special campaigns...
Stories to tell...
The good, the bad and the challenging
Library selfies (and shelfies)
@dukelibraries
@statelibrarynsw
@gleesonlibrary
@sfpubliclibrary
@nypl
@ecuad_library
@publiclibrarysg
@lacountylibrary
Instagram in real life...
online Surveys
Follow up survey

It allows us to project an image of the library that is a little more fun and "with it" than some of our official publicity and promotional materials (and I say that as the creator of said materials).
We can share messages about the Library and develop an online personality that hopefully translates into new library customers.
Sometimes it's hard to find simple things to "write" about.
Because Instagram is a mobile platform, it's been harder to share responsibility for it among all staff members.
MACRO
MICRO
Message
Target audience
Engagement
Evaluation
Use

(overall implementation)
(individual post)

Academic
to monitor
We used:
(an Instagram analytics web service)
library Instagram accounts
over
weeks.
2493 media
1937 comments
28616 likes
8453 hashtags
#
'iPearl Immersion Theater' by Mal Booth:
http://www.flickr.com/photos/malbooth/10149435523/
@uofglibrary
@nypl
Wendy Abbott: University Librarian
Jessie Donaghey: Faculty Librarian
Joanna Hare: Librarian
Peta Hopkins: Manager, Digital Library Services

{ BOND UNIVERSITY }
VALA2014
CONCURRENT SESSION 7:
Think Social

to follow or not to follow?
Technology Converging
OR
"Three birds with one stone."
"Visual content gets high engagement across platforms."
Where to share?
Public vs. Academic Trends
How do they do it?
Public
Employer provided equipment
Personal equipment
I'm not an Instagrammer
GOALS
Customers
We follow students who are
already on Instagram and
hope they'll follow us back.
Perhaps customers don't want to
follow their library, they prefer to use Instagram for personal uses.
I use my personal smartphone.
We have tried using the library's
iPod Touch, but the photos
turn out blurry.
Whose equipment do you use?
Online survey
Online Surveys
Sent to 65 libraries, 29 responded
How, who, what, why
Sent to 15 libraries, 10 responded
Tell us about these 3 images
and can we follow up with you?
Survey Questions
Content Analysis Categories
LIKES
Functional - aids the accomplishment of a task
Affective - conveys a sentiment or emotion
Identity - supports construction of an identity through self-presentation or self-expression
Trends in use of Instagram
via content analysis
Survey & analyse libraries' experience in their use of Instagram & photo sharing
Explore intention behind capturing and sharing images via a direct dialogue with library profile managers
Goals
Finally...
http://epublications.bond.edu.au/data/30/
The Social Library Project
Data
http://sociallibraryproject.wordpress.com/
Do I have the right skills needed?
Not everyone is comfortable using smartphones.
#rainbows
#clouds
#sun
@bondlibrary on Instagram
http://instagram.com/bondlibrary
Categorisation 200 images
Please tag your comments, tweets, and blog posts
about this session:

And Instagram Photos
>
#vala14 #s20
Public
Except where otherwise credited, this presentation is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Taken 4th June 2013
Image:
http://instagram.com/p/aG60ihEQPD/
Web profile:
http://instagram.com/ucla_powell_library

UCLA Powell Library

@ucla_powell_library
New York Public Library
Taken 11th October 2013
Image:
http://instagram.com/p/fUyeGPzVpp/
Web profile:
http://instagram.com/nypl
Taken 14th Augus 2013
Image:
http://instagram.com/p/eNKUvGTVvg/
Web profile:
http://instagram.com/nypl
New York Public Library
Taken 11th dec 2013
Image:
http://instagram.com/p/hyGUy9zVoh/
Web profile:
http://instagram.com/nypl
Taken 4th October 2013
Image:
http://instagram.com/p/fC1XoOzVsl/
Web profile:
http://instagram.com/nypl
Emily Carr University
Library
Taken 12th October 2013
Image:
http://instagram.com/p/fVjzXpziMx/
Web profile:
http://instagram.com/ecuad_library
Taken 18th October 2013
Image:
http://instagram.com/p/fla_YgTiIf/
Web profile:
http://instagram.com/ecuad_library
Taken 11th October 2013
Image:
http://instagram.com/p/fTOMQeTiBJ/
Web profile:
http://instagram.com/ecuad_library
Public Libraries
Taken 1st October 2013
Owner/Pet – The Zhangs/Manche the Cat
Image:
http://instagram.com/p/QOpbg4qPEe/
Web profile:
http://instagram.com/publiclibrarysg
Taken 24th August 2012
Owner/Pet – The Zhangs/Pipi the Cat
Image:
http://instagram.com/p/P8W800KPDf/
Web profile:
http://instagram.com/publiclibrarysg
Taken 21st August 2012
Owner/Pet – Zul/Whitney the Cat
Image:
http://instagram.com/p/OjjpanKPNG/
Web profile:
http://instagram.com/publiclibrarysg
Los Angeles County
Public Library
Taken 2 April 2013
Image:
http://instagram.com/p/XkbKfjOeFW/
Web profile:
http://instagram.com/lacountylibrary
Taken 30th November 2013
Image:
http://instagram.com/p/SoDyBBueEd/
Web profile:
http://instagram.com/lacountylibrary
Singapore
Taken 4th October 2013
Image:
http://instagram.com/p/fBewbuueGz/
Web profile:
http://instagram.com/lacountylibrary

Taken 17th September 2013
Image:
http://instagram.com/p/eVlm_Fm8XI/
Web profile:
http://instagram.com/ylibrary

Taken 2nd Jan 2014
Image:
http://instagram.com/p/ipNtDBTgUe/
Web profile:
http://instagram.com/unilibrary
Taken 27th Dec 2013
Image:
http://instagram.com/p/iaOVs4zgSe/
Web profile:
http://instagram.com/unilibrary
Taken 25th Dec 2013
Image:
http://instagram.com/p/iU5QfZTgYy/
Web profile:
http://instagram.com/unilibrary
@unilibrary
Melbourne University
Library
#myhuntlibrary: view online at http://d.lib.ncsu.edu/myhuntlibrary/
@ncsulibraries

Taken 28th August 2013
Image:
http://instagram.com/p/did9HTm8dw/
Web profile:
http://instagram.com/ylibrary


Taken 14th September 2013
Image:
http://instagram.com/p/eOijhbG8S4/
Web profile:
http://instagram.com/ylibrary


Taken 25th May 2013
Image:
http://instagram.com/p/ZtM7oloRKy/
Web profile:
http://instagram.com/queenslibrary
Taken 21st May 2013
Image:
http://instagram.com/p/Zi8F-WoRIT/
Web profile:
http://instagram.com/queenslibrary
Taken 1st June 2013
Image:
http://instagram.com/p/Z_ObVrIRO5/
Web profile:
http://instagram.com/queenslibrary
Taken 12th August 2013
Image:
http://instagram.com/p/eIKU85O5y1/
Web profile:
http://instagram.com/madisonbubbler
Taken 12th August 2013
Image:
http://instagram.com/p/eIKU85O5y1/
Web profile:
http://instagram.com/madisonbubbler
Taken 22nd September 2013
Image:
http://instagram.com/p/eh1Uulu590/
Web profile:
http://instagram.com/madisonbubbler
Taken 23rd May 2013
Image:
http://instagram.com/p/Zp_D6pAw-z/
Web profile:
http://instagram.com/dukelibraries
Taken 11th October 2013
Image:
http://instagram.com/p/fTqMsKma5y/
Web profile:
http://instagram.com/statelibrarynsw
Taken 17th October 2013
Image:
http://instagram.com/p/fiskx1ve_N/
Web profile:
http://instagram.com/gleesonlibrary
Taken 17th August 2013
Image:
http://instagram.com/p/dFxx_Fx8xv/
Web profile:
http://instagram.com/sfpubliclibrary
Duke University Libraries
State Library NSW
University of San Francisco
San Francisco Public Library
Taken 13th December 2013
Image:
http://instagram.com/p/h1gxClwZtQ/
Web profile:
http://instagram.com/uofglibrary
Carl B. Ylvisaker Library
(Concordia College)
University of Guelph
McLaughlin Library
Taken: 15th May 2013
Image:
http://instagram.com/p/ZTRPjmHuoV/
Web profile:
http://instagram.com/bplpics
Birmingham Public Library
@bplpics

Paper
http://epublications.bond.edu.au/library_pubs/34/
@thecarlblibrary
Taken 12th dec 2013
Image:
Taken 11th dec 2013
Image: http://instagram.com/p/hypxKFP-Mi/
Web profile:
http://instagram.com/thecarlblibrary
Examples from our @bondlibrary Instagram profile
Ten most-liked images from each of 20 profiles monitored using Nitrogram
instagram.com/madisonbubbler
instagram.com/queenslibrary
Our most popular images...
41
45
#sleevefacing
#librarysleevefacing
http://librarysleevefacing.tumblr.com/
It's a challenge to know how much to engage with other users' photos.
on Google Maps
http://bit.ly/LibInstaImagesMap
Liked images with location data on Google Maps
http://bit.ly/InstaLibrariesMap
Full transcript