Edited by Gupta, Dinesh / Savard, Réjean,
2011
DE GRUYTER SAUR, Munich (Germany)
ISBN 978-3-11-026331-2
Series: IFLA Publications 145
Marketing the 21st century library and information organization to its new age customers using Web 2.0 tools is a hot topic. These proceedings focus on the marketing applications and (non- technical) aspects of Web 2.0 in library and information set ups. The papers in English and French are exploring and discussing the following aspects: General concepts of Web 2.0 and marketing of library and information organizations; How libraries are adopting Web 2.0 marketing strategies; Marketing libraries to clients in using Web 2.0 tools; International trends and Interesting cases of marketing through Web 2.0 tools.
Contents
Raymond Bérard
Preface/Préface .........vii
Dinesh K. Gupta and Réjean Savard
Foreword/Avant-propos .................................... xi
Section-I: Web 2.0 and marketing: general concepts
Olivier Le Deuff
The Library 2.0: origins of the concept, evolutions, perceptions
and realities .............. 3
Tanja Merčun and Maja Žumer
Making Web 2.0 work for users and libraries............. 13
Jean-Pierre Diouf
Le marketing des bibliothèques supplanté par le Web 2.0:
mythe ou réalité? ................ 23
Section-II: Adopting Web 2.0 strategies
Heather Lea Moulaison and Edward M. Corrado
Staying free from “Corporate Marketing Machines”
library policy for Web 2.0 tools ............... 43
Lisa Janicke Hinchliffe and Rudy Leon
Innovation as a framework for adopting Web 2.0
marketing approaches ...............57
Section-III: Marketing with Web 2.0 and the client
Lionel Dujol
Web 2.0 : de nouveaux usagers en bibliothèque? .......... 69
Li-Ping Ku
Creating and using Personas for library service in the Web 2.0 era:
a case study of the Chinese Academy of Sciences ............ 79
Yamina Benhaouya
The impact of CMR 2.0 in the library ............ 87
Section-IV: Case studies
Rajesh Singh
How tangible is your library in the digital environment?
Implications of social media marketing in reinventing
communities' library experiences ............ 97
Nadia Temmar
La dimension participative du Web 2.0 : un atout marketing
pour la bibliothèque de l’École Supérieure de Banque d'Alger ....... 109
Rudolf Mumenthaler
Library Marketing 2.0: experiences of the ETH-Bibliothek
with social media ......... 125
Section-V: International perspectives
Amadou Anta Samb
Web 2.0 tools and the marketing of libraries: the case of Africa ........ 137
Moreno Barros
Brazilian librarians and Twitter ....... 147
Conclusion
Christie Koontz
Marketing in a Web 2.0 world: a conference perspective ......... 157
