RESEARCH AND PRACTICE OF LIBRARY PUBLIC CULTURAL SERVICES BASED ON SOLOMO

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RESEARCH AND PRACTICE OF LIBRARY PUBLIC CULTURAL SERVICES BASED ON SOLOMO
2020 International Conference on Culture-oriented Science & Technology (ICCST)

         Research and Practice of Library Public Cultural Services Based on SoLoMo

                           Song Shu                                                             Pan Changqin
            Department of Information Technology                                          Dept. of Social Education
                  National Library of China                                               National Library of China
                       Beijing, China                                                          Beijing, China
                       songs@nlc.cn                                                        maggiegreen@163.com

   Abstract—From the basic concept of SoLoMo, combined with                service of university libraries[10], the innovation of the new
   the National Library of China in the social, localization and           mode of social service of university libraries, and the related
   mobile aspects of the service work and marketing case, this             architecture of smart libraries based on SoLoMo mode[11].
   paper puts forward a library service marketing framework,               It also extends the contents and services of traditional
   the data show that can effectively improve the library service          libraries, and can provide more intelligent services for users.
   efficiency.                                                                  The mobile Internet marketing service method has
                                                                           penetrated more and more into the public cultural services
   Keywords- SoLoMo; library; public cultural services;                    that the library has and is developing. The combined
                                                                           marketing method has significantly improved the efficiency
                            Introduction                                   of library services and user services.
       According to the 45th China Statistical Report on
   Internet Development issued by China Internet Network                       I.    USERS'DEMAND FOR PUBLIC CULTURAL SERVICES
   Information Center (CNNIC) in April 2020. As of March                            UNDER THE MOBILE INTERNET ENVIRONMENT
   2020, the number of Chinese mobile internet users reached
                                                                               SoLoMo has brought about the diverse needs of library
   897 million, an increase of 79.92 million from the end of
                                                                               users. In the mobile Internet environment, the
   2018. The proportion of Chinese internet users using mobile
                                                                           development of the network and the development of
   phones to access the internet reached 99.3%[1].
                                                                           information technology have led to the multi-level and multi-
       CNNIC 45 shows that the mobile Internet is still
                                                                           level characteristics of library users' needs.
   continuing to develop rapidly. This rapid development and
   people's use demands have spawned new mobile Internet                   A. More reguirements for digital resources
   application models and new products. Libraries, which are                    With the development of digital technology in the
   also the main institutions of public cultural services, also            Internet era, libraries have shifted from traditional paper
   need to keep innovating to meet the new requirements of                 literature to digital information services, that becomes
   users in terms of information acquisition channels, service             possible depend on the processing methods, storage modes
   content provision, operation and usage habits, and                      and media of digital information, the security and reliability
   personalized service satisfaction. This challenge has always            of data transmission, and the precise management of data.
   existed for a long time, but the mobile Internet has                    And with the collection of books, documents, pictures, audio
   intensified the intensity and frequency of new challenges.              and video resources, microfilm, etc. in the library collection,
       The SoLoMo[2] marketing model proposed since 2011                   they can be digitized into various types of digital resources
   seems to herald the development of the mobile Internet, in              that are easy to obtain.
   the past 10 years, this concept has not only become outdated
   and has a greater impact. The three components of SoLoMo,               B. From Literature Resources to Rich Media Resources
   socialization, localization, and mobile, respectively represent             With the various information flowing on the Internet,
   social applications, location-based services, and mobility,             users have higher requirements for the types of information
   which have subtly affected the social in many respects, from            and services that libraries can provide. In addition to various
   the design reference of urban traffic supervision platform[3]           types of resources, users also hope to provide text, pictures,
   to commercial retail[4], from catering brand promotion[5] to            audio and video, streaming media, network information and
   tourism and cultural communication strategy[6], including               other types of resources or combinations, and to provide a
   the marketing strategy of entertainment products such as                certain form of interactive function.
   movies[7], SoLoMo has the mark. SoLoMo's mobile
                                                                           C. From passively provided popular service to active
   Internet-based marketing service method is more diversified
                                                                              personalized service
   and penetrates into the public cultural services and library
   services that have been and are being developed. For some                  Users' service requirements for libraries have shifted
   more examples, the integrated push of intangible cultural               from popular services to personalized services.
   heritage information[8] and the information service of                     Users not only require the library to provide services that
   archives[9], the introduction of SoLoMo into the social                 meet individual requirements, but more hope to provide

978-1-7281-8138-7/20/$31.00 ©2020 IEEE                               128
DOI 10.1109/ICCST50977.2020.00030
RESEARCH AND PRACTICE OF LIBRARY PUBLIC CULTURAL SERVICES BASED ON SOLOMO
personalized service to break the traditional passive service               The mobile portal Experienced from WAP to Html5,
mode.                                                                     compatible with access to mainstream platforms such as
    The library can make full use of its various resource                 Mac, IOS, Android, Windows, etc., reflecting the
advantages, and actively promote full-services that meet the              requirements of the mobile Internet era for mobile website
personalized needs of users through technical means such as               services.
big data. etc.
    In this context, libraries, as public cultural service                   Over the past few years, the average annual number of
institutions, provide more sophisticated knowledge services.              openings and users of the official app of the NLC has
First of all, libraries need to analyze the needs of users, and           increased significantly.
then from their own resources through the collection,
filtering, classification, extraction and other one or a
combination of multiple ways to give users the information
they need, finally use interactive way to push the final
service to users.

D. From remote services to ubiquitous services
    At the beginning of the construction of the digital library,
users have been very happy about the service channel from
the library to the remote. However, with the development of
the mobile Internet, technological progress and iterative
upgrade of the terminal, the user's needs have changed to
anywhere, anytime ubiquitous service.                                                Figure 2. The Using growth of the NLC's App
    II.      DEMAND-ORIENTED PUBLIC CULTURAL SERVICE
                       PROVISION IN LIBRARIES                             B. Development of Localization Service Based on Location
   The development of mobile Internet technology and                          Information
social networks has spawned users' diverse service needs,                     The National Library of China launched in 2019 a new
and has greatly expanded the library's service channels,                  location-based service "Cultural Map". combined with
providing libraries with more marketing tools and service                 precise mobile positioning technology, launched the cultural
space.                                                                    map function, collected and displayed the basic information
                                                                          of 6,500 libraries and cultural centers throughout the country,
A. Public cultural services based on mobile terminals                     and provided real-time online service information query
    Taking the NLC (short for National Library of China) as               function for national libraries and cultural centers. And can
an example, the mobile service of the National Library                    provide navigation information to jump to the designated
started in 2006. Has established a relatively perfect                     institution
"handheld NLC" service system, including the cell phone                       At the same time, personalized cultural constitutes and
portal, App and the exclusive mobile reading site, after many             activity forecast information were personalized pushed to
revisions and constant upgrades, from the beginning of 3                  users automatically by the app. Comparison service of the e-
years ago, the PV of mobile portal site have exceeded the PC              book and physical collection literature of the libraries also
site, and the amount of visits increased year by year,                    can be used in this App, to facilitate users to achieve a
reaching More than 30 million page view per year.                         seamless docking experience between online and offline, e-
                                                                          book and traditional printing book reading.

          Figure 1. Page view of mobile portal website of the NLC

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online reading of various resources, basic library services
                                                                               and various online activities for reader interactive .

                                                                                        Figure 5. The growth of NLC Wechat fans in five years

                                                                                 III.    LIBRARY PUBLIC CULTURAL SERVICE FRAMEWORK
                                                                                                 BASED ON THE SOLOMO
  Figure 3. APP display of localized service based on location service
                             information
                                                                               A. The Embodiment of the SoLoMo's Three Concepts in
                                                                                   the Library Public Cultural Services
C. Library Public Cultural Service Based on Social                                 With the penetration of mobile Internet into every corner
   Network                                                                     of society, libraries have adopted more applications of
   The National Library's Sina Weibo has been created in                       mobile technology , social networks, and public cultural
2013. As of the end of 2019, the total number of fans                          services have also been transferred to mobile terminals.
reached more than 440,000, and published 3045 blog posts.                          Library lending services, consulting services, social
The library publishes all kinds of information through the                     education services, resource acquisition services can be
Weibo platform, which can not only expand the scope and                        obtained through mobile terminal. The adoption of the
form of online services, but also carry out brand promotion,                   SoloMo concept has made the library more dynamic. The
marketing promotion and user training through the form of                      interactive participation and social sharing of users make the
"topics".                                                                      library become a social platform with rich content and
                                                                               diverse services from a content provider platform. In
                                                                               addition to providing resources, the library has also become
                                                                               a platform for information consultation. Mobility provides
                                                                               more service channels and service forms for libraries, users
                                                                               can freely choose one or more suitable for themselves, and
                                                                               they can seamlessly switch between those channels.
                                                                               Localization services based on location make the library the
                                                                               belongings of the users.
                                                                               B. Online and Offline Marketing Practice of the NLC
                                                                                   Through user's interactive participation, social sharing,
                                                                               mobile use and location-based local services, libraries are
                                                                               becoming a flexible, rich and active provider of public
                                                                               cultural services.
   Figure 4. The growth of the NLC Sina Weibo's fans in five years                 Socialized, mobile and localized services are not only the
                                                                               services provided by the library to readers, but the library
    WeChat is a social application used by more than one                       itself is also carrying out mobile and socialized activities. For
billion people . The NLC WeChat account was opened in                          example: cooperating with other social forces to jointly
2014. Fans have grown rapidly over the past few years and                      develop a win-win public cultural service ,improve a service
have reached nearly 500,000 people. In addition to                             experience that can be performed online and offline at the
publishing information, the WeChat account also provides                       same time; embed or be linked to other mobile Internet
                                                                               applications for greater promotion.

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•   The "M" Subway-Library launched by the National                  in library marketing services. Combining with these cases,
       Library and the Metro Corporation is a public                    this paper gives a library service marketing structure diagram
       welfare project jointly initiated by the Metro                   based on SoLoMo concept, which is used to design and plan
       Corporation and the National Library of China. The               the online and offline marketing services of the library.
       project is published some high-quality e-book of the                  The concentric circle in the middle of the architecture
       NLC in the subway, a public transportation platform,             diagram represents the main form of modern library service
       and aim to allow passengers having one more place                marketing under the user-centric SoLoMo concept. Including
       to read in daily subway travel. This project regularly           but not limited to these multiple content representing social
       organizes reading activities on various topics.                  network services, localization services based on geographic
       Passengers can access the mobile reading service of              location and mobile terminal services, there may be more
       the NLC for free by scanning the QR codes in                     services in the future.
       subway platforms, carriages and other places. And                     On the left side of the figure, online and offline services
       this project was honored with the top 10 IFLA Best               with the same proportion are specially marked to emphasize
       Marketing Award in 2015.                                         that both are equally important. Although SoLoMo is a
   •   In 2018, the NLC and Himalaya[12],the largest                    marketing mode in the mobile Internet environment, offline
       online mobile audio sharing platform in China,                   marketing services are as important as online and offline The
       carried out socialized cooperation. By opening an                service cannot be stingy with the application of new
       account, the audio resources of the National Library             technology except retaining the traditional service form.
       are implanted into "Himalaya" to support computer,                    The rectangle at the bottom of the picture represents the
       cell phone and car radio user. By the end of year                strengthening of cooperation with social forces, emphasizing
       2019, the account had published 1,834 voices,                    that while the library carries out internal marketing services,
       listened to a total of 10.068 million times, and the             it also strengthens external extension and extensively carries
       completion rate has reached to 51.83%.                           out social cooperation in the form of projects jointly
   •   "Douyin" is China's largest music creative short                 participated in or contents carried by each other, so as to
       video social APP[13], with 400 million users. The                achieve the win-win goal of complementarity.
       NLC launched the Douyin account in 2019. Within
       one year, 67 works covering collection resources,
       cultural lectures, exciting exhibitions, large-scale
       events, cultural and creative works, etc. were
       released, with a total of 253w. The NLC Douyin
       account has increased the way of communication
       and interaction with readers, and has expanded the
       boundaries of library services. It also can be linked
       with other social accounts of the NLC, and achieved
       good social benefits.
   •   In the era of all media, although the online service of
       library has huge advantages such as various service
       mode, obvious communication benefits, easy access
       to services, But the offline service is still increasing
       user stickiness, it's an important channel to enhance
       the user's sense of belongings[14].
          The NLC had set up a digital library experience
       area in the library to display multimedia public
       cultural resources such as Chinese ancient books,
       classic works, celebrity manuscripts etc, through
       multimedia display methods. Artificial intelligence
       robots have been introduced to accompany readers
       with visiting and experiencing the colorful                       Figure 6. The Framework figure of library service marketing based on
       interactive exhibitions in this area. In the experience                                       SoLoMo
       area to achieve full coverage of 5G network,
       providing 5G new technology application display.
       The average daily reception of readers in the                                          IV.    CONCLUSION
       experience area is 2,816, and the highest daily                      Through the library service case, statistics and service
       reception is 9,648.                                              performance, this paper has shown the introduction of
                                                                        SoLoMo concept in the library service marketing role and
C. A Framework of Library Service Marketing Based on
                                                                        influence. Libraries can make creative improvements and
    SoLoMo                                                              improvements based on this concept in order to gain greater
    According to the cases of the NLC, it has been proved               influence and public cultural service capabilities.
that the concept of SoLoMo has shown its unique advantages

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