Putting your Patrons
in the Driver’s Seat
With Online Video
Presented by
Annie Erdmann, Simmons College, ann.erdmann@simmons.edu
Jennifer Ferguson, Simmons College, jennifer.ferguson@simmons.edu
Scott Stangroom, UMass Amherst, stangroom@library.umass.edu
Why Study Streaming Video?
• Distance learning
• Faculty demand and
the “flipped classroom”
• Non-DVD compatible
technology
• Staying relevant to our
patrons…
From Pilot to Practice
Previous Pilot Study Findings
•
A 85% and 70% improvement in ROI vs.
outright collection purchases and DVDs
Would our experience
echo the pilot?
•
Colleges with 26,000 and 30,000
students
Would our FTE (4K vs.
28K) make a
difference?
•
40% of DVDs never used and ~9 views
on average over their lifetime
•
60% of academics use online video for
teaching yet 80% are unaware the library
offers it (same with students)
Were we experiencing
the same issues and
what was driving it?
Could we find a way to
crack the “awareness
gap”?
Part I:
The Situation with DVD
Surprisingly Low Usage
% of DVD Collection by Lifetime Checkouts
Losing Relevance Over Time…
DVDs Checked out by Timeframe Post Acquisition (cumul.)
Simmons only, by Year
Our DVDs lose their
value over time
… Consistently at Both Campuses
DVDs Checked out by Timeframe Post Acquisition (cumul.)
Simmons & UMass, 2004-2014
Damage & Loss is also a Concern
DVDs Lost, Damaged & Weeded by Year of Acquisition
Simmons only
These Issues Reduce the ROI on
DVDs
DVD Cost
ROI
$131.17
$18.15
$119.83
$20.15
Part II:
Launching Video PDA
Kanopy’s streaming video PDA
• Launched Kanopy’s PDA
model in late 2013
• Step 1: Set a manageable
upfront budget cap
• Step 2: Opened up broad
collections of over 20,000
films
• Step 3: Usage triggers
• Step 4: Quarterly invoicing,
live usage monitoring
We Didn’t Know You Wanted That!
Top 5 Films
Simmons
1. Mental Disorder / Illness
Symptoms
2. Appraisals in Action
3. Thin Ice: The Inside Story of
Climate Science
4. The Legacy of Unresolved
Loss: A Family Systems
Approach with Monica
McGoldrick
5. Here One Day
UMass
1. The Revisionaries
2. Frontline - Generation Like
3. Wal-Mart: The High Cost of
Low Price
4. First Contact
5. Magical Death
We Buy Only What We Use A Lot
% of films watched by number of plays
Views Per Triggered Film
UMass
Simmons
Views per trig. Film
260
38
+ Add views / film
11
6
Total plays per triggered film
271
44
$0.57
$3.15
DVD (Last 12 mths)
0.6
1.4
DVD (lifetime)
7.2
5.9
$18.15
$20.15
ROI ($/play)*
ROI ($/checkout)*
* Checkout is a checkout from the library irrespective if played. A play defined as 30 seconds or more viewed
Part III:
Closing the Awareness Gap
Increasing Awareness and Building
Use
Total Video Clicks by Month
Awareness
campaign started
Our Promotional Project
Promotional Initiatives
1. Libguide links
4. News blog
2. Faculty / Liaison emails
5. Posters
3. Email signature images
6. Social Media
7. Database list
What Were They Looking For?
DEFA, Criterion
Type of
search query
producer
theme
title
person
place
% of Total
9%
67%
16%
5%
3%
Psychology,
gender
Miss
representation,
The Actress
Japan, Michael
white
Results By Channel
Bounce Pages /
Avg.
Rate
Session Duration
37%
34%
3.4 0:03:43
Sessions % New
Email
295
Libguide
132
0%
22%
6.0 0:09:23
Email Signature
16
38%
81%
1.5 0:00:15
Social media
13
69%
62%
2.0 0:00:24
Search widget
51
49%
31%
4.4 0:06:33
Databases page
56
So What?
• PDA has been a highly effectively & economical model
– Significantly greater ROI compared to DVD
– Solves problems of predicting demand & unused/ obsolete
media
– Success at both campuses despite size differences
• We were able to greatly impact awareness
– Faculty engagement has been important to success (esp.
email and libguides)
– Still working on student engagement (social media, etc)
thank you
Presented by
Annie Erdmann, Simmons College, ann.erdmann@simmons.edu
Jennifer Ferguson, Simmons College, jennifer.ferguson@simmons.edu
Scott Stangroom, UMass Amherst, stangroom@library.umass.edu