สไลด์ประกอบการบรรยาย LIVE AND LEARN เพลินไปกับสื่อออนไลน์ บรรยาย ณ โรงแรมแลนมาร์ค สุขุมวิท กรุงเทพ วันที่ 8

1. LIVE AND LEARN
เพลนไปกบสอออนไลน์
ิ ั ่ื
บรรยายโดย อ.สมิทธิ์ บุญชุตมา
ิ
คณะนิเทศศาสตร ์ จฬาลงกรณ์มหาวทยาลย
ุ ิ ั

2. E-MARKETING IN DIGITAL LIBRARIES
Product Price of Service Place Promotion Process
• reference, • direct and • delivery and • how libraries • How do people
• web access indirect costs distribution of let users know consume
to produce the products what products services?
and deliver the and services, are available. • What
product, or location of processes do
actual fees services, they have to
• availability, go through to
and acquire the
accessibility services?
• Where do they
find the
availability of
the service?
Soraya Ziaei
Islamic Azad University, Sciences and Research Campus, Tehran, Iran
E-MARKETING IN DIGITAL LIBRARIES
IADIS International Conference e-Society 2007

3. our intricate attempts to describe
and present a few choice collections
have resulted in expensive, but little-
Erway & used websites. And the rest of our
Schaffer
(2007, pg. 7)
collections remain largely invisible ...
discovery happens
elsewhere".
Robert A. Schrier
Syracuse University
Digital Librarianship & Social Media: the Digital Library as Conversation Facilitator
D-Lib Magazine, July/August 2011
Volume 17, Number 7/8

4. 58% 84% only 1%
who said they went
of respondents did not of respondents used to a library search
know that their library a web-based search engine first
held electronically engine as
accessible full-text their first choice for
materials search
(Buczynski, 2007).

5. Listening
Participatio
Strategy
n
Social
Media
Transparen
Policy
cy
Robert A. Schrier
Syracuse University
Digital Librarianship & Social Media: the Digital Library as Conversation Facilitator
D-Lib Magazine, July/August 2011
Volume 17, Number 7/8

7. Tactics
Guerrilla
E-mail Opinion polls Newsletter: Viral marketing:
marketing:
• Using this tool • Via such • Providing • To do this, • This is a
library can services, general visitors are reactive and
provide virtual visitors’ information asked to opportunistic
reference opinions as about introduce marketing. In
services, well as activities and library site to future world of
selective feedback can news of others. information
dissemination be easily and library. library users
of information speedily • Also, this plays want to access
(SDI) and so determined a current their needed
forth. awareness information as
services (CAS). soon as
possible.
Soraya Ziaei
Islamic Azad University, Sciences and Research Campus, Tehran, Iran
E-MARKETING IN DIGITAL LIBRARIES
IADIS International Conference e-Society 2007

8. If digital libraries truly
want to create a lasting and rewarding social
media program, they need to think ahead about
who will be responsible
for creating content, maintaining the
site, and responding to users when
necessary.
Robert A. Schrier
Syracuse University
Digital Librarianship & Social Media: the Digital Library as Conversation Facilitator
D-Lib Magazine, July/August 2011
Volume 17, Number 7/8

9. Internet Access:
The big picture
The
1995 Internet
users
1999 2011
1.5 Million Thais
25 Million Thais
Demographics:
Elite, educated, urban people
** Rural people rely mainly on
mainstream media
** Rapid increase in the Internet users

10. Penetration disparities:
* Income divide proportional with Digital Divide
75%
60.7%
36%
Thailand Singapore Malaysia

11. Salary & Internet Price
** Limited government policy or action
Salary Internet Price
Bangkok
37,000 THB 590 THB
Poorer
18,700 THB 590 THB
** Avg. salary = 700 US / month ** Avg. price = 20 US / month

12. Current and Future Internet Usage
by Population and Demographics
Young generation
- Age and time spent
Where do they go online
** More than nine in 10 online users visit
98% 98%
63.4%
Visit
social
News networking Entertainment
portals sites sites
(Source: NBTC, 2011)

13. Current and Future Internet Usage
by Population and Demographics
What they do online
The most popular activities among Thai netizens are……
(Source: Nielsen, 2011)
85% 79% 74%
Sending Email Reading news Private message
70% 69% 68% 12%
Reading comments Sharing posts Watch or download video Watch online television
about Products Or images online or listen web radio

14. Mobile phone access
12.9%
Mobile phone
84 million Thais use
smart phones
subscribers
Smart phone 33.3%
of Bangkok
people use
smart phones
19%
of people in
Northern
provinces use
** Thai population is 70 million smart phones

15. Social media in Thailand
90%
How often do
they use it? 8%
5-6 times
a week
22.4%
once a day
Thai online users used
social networking sites
in the past 30 days.
46.9%
more than
once a day

16. Social media in Thailand
What do they do?
94.5%
of users chat with
63.4%
of users check
their friends and the sites to update
read their friends’ their status,
updates on social share photos,
networking sites. information, or
news.

17. Social media in Thailand
How much time do they spend?
29.8% 13.9% 11.1% 5.2%
total time spent total time spent total time spent total time spent
online
entertainment
portal sites
instant messengers
5% 3.9% 2%
total time spent total time spent total time spent
games
email
search / navigation

18. Social media in Thailand
18.3 million
users in 2012, Thailand Bangkok had
has become the 13th 70% (12.8 million)
largest nation of of the Facebook users of
Facebook users. the whole nation.
How many people are (Socialbakers)
using it?
The largest
user group is 88% of all
Internet users
the 18-24 years old, in Thailand use
Facebook (Internet
accounting for World Stats, 2012).
5.65 million people,
or one-third of all users.
(comScore, 2012b).

19. Social media in Thailand
1.8 Entertainer
TV
host
–
Woody
Million Milintachinda
920,000
Poli9cian
Journalist
users followers
Abhisit
Vejjajiva
467,000
followers
Chief
director
of
Na2on
Group
-­‐Suthichai
Yoon
374,000
followers
1.8 million users in Thailand in 2012, which represents the
second largest group of users in Southeast Asia.
(Zocialrank, 2012)
Thais use Twitter to get quick updates from news
organizations and from sources like politicians or
entertainment artists.