1. 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

2. Why Study Streaming Video? Distance learning Faculty demand and the “flipped classroom” Non-DVD compatible technology Staying relevant to our patrons…

3. From Pilot to Practice Previous Pilot Study Findings A 85% and 70% improvement in ROI vs. outright collection purchases and DVDs Colleges with 26,000 and 30,000 students 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) Would our experience echo the pilot? Would our FTE (4K vs. 28K) make a difference? Were we experiencing the same issues and what was driving it? Could we find a way to crack the “awareness gap”?

4. Part I: The Situation with DVD

5. Surprisingly Low Usage % of DVD Collection by Lifetime Checkouts

6. Losing Relevance Over Time… DVDs Checked out by Timeframe Post Acquisition (cumul.) Simmons only, by Year Our DVDs lose their value over time

7. … Consistently at Both Campuses DVDs Checked out by Timeframe Post Acquisition (cumul.) Simmons & UMass, 2004-2014

8. Damage & Loss is also a Concern DVDs Lost, Damaged & Weeded by Year of Acquisition Simmons only

9. These Issues Reduce the ROI on DVDs $131.17 $119.83 $18.15 $20.15 DVD Cost ROI

10. Part II: Launching Video PDA

11. 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

12. 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

13. We Buy Only What We Use A Lot % of films watched by number of plays

14. Views Per Triggered Film UMassSimmons Views per trig. Film26038 + Add views / film116 Total plays per triggered film27144 ROI ($/play)*$0.57$3.15 DVD (Last 12 mths)0.61.4 DVD (lifetime)7.25.9 ROI ($/checkout)*$18.15$20.15 * Checkout is a checkout from the library irrespective if played. A play defined as 30 seconds or more viewed

15. Part III: Closing the Awareness Gap

16. Increasing Awareness and Building Use Awareness campaign started Total Video Clicks by Month

17. Our Promotional Project 1. Libguide links 2. Faculty / Liaison emails 3. Email signature images 4. News blog 5. Posters 6. Social Media 7. Database list Promotional Initiatives

18. What Were They Looking For? Type of search query% of Total producer9% theme67% title16% person5% place3% DEFA, Criterion Psychology, gender Miss representation, The Actress Japan, Michael white

19. Results By Channel Sessions% New Bounce Rate Pages / Session Avg. Duration Email 29537%34%3.40:03:43 Libguide 1320%22%6.00:09:23 Email Signature 1638%81%1.50:00:15 Social media 1369%62%2.00:00:24 Search widget 5149%31%4.40:06:33 Databases page 56

20. 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)

21. 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