NCLA Preliminary Survey Results
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Surveyed 1,000 members in October. 2016 regarding NCLA membership, section & round table membership, and communication / social media preferences.
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NCLA Preliminary Survey Results
- 1. NCLA MEMBER SURVEY REPORT Compiled by PR Foundations class UNC-Chapel Hill School of Media & Journalism
- 2. OURTHANKSTO StephanieWillen Brown and Kim Parrott for their information, insights, assistance… and patience!
- 3. FOCAL AREAS Website: Brady Blackburn & Christi Fenison Conference: Maggie Blunk & Xiaohan Xi Research:Andrea Orengo & Christine Scalora Social media: Katria Farmer & Jane Kim Sections/Roundtables:Taylor Hamlet & Holly Roberts
- 4. SURVEY PURPOSE Measure satisfaction of membership and get opinions for areas of improvement.
- 5. NCLA SURVEY Distributed Oct. 7 to NCLA listserv (n=approx. 1000) Reminder sent Oct. 14 with extension to Oct. 17 Marketing team also tweeted and posted link on official / unofficial Facebook pages 240 respondents = 24%
- 6. RESPONDENT DEMOGRAPHICS 84% female; 16% male 90% white; 5% African-American; 2% Hispanic origin; 1.7% Asian, 1% Native American 87% hold MA and 92% of those report degree is in library science
- 7. HOW LONG HAVEYOU BEEN A MEMBER OF NCLA? 51.52% 25.25% 14.14% 9.09%
- 8. TYPES OF MEMBERS 93% library staff 3.5% students 1.5% retired 2.5% other 47.6% public library 32.8% college/ university 13.2% community college ~6% other
- 9. HOW DIDYOU LEARN ABOUT NCLA MEMBERSHIP?
- 10. VALUE PROVIDED BY NCLA Networking and continuing education are ranked as the most-important reasons to be a member of NCLA.
- 11. WHAT ENCOURAGES /WOULD ENCOURAGEYOUTO JOIN / REJOIN
- 12. WHY DIDN’T JOIN OR RENEW
- 13. REPRESENTATIVE ‘OTHER’ REMARKS Just moved to NC; haven't decided whether to join Inertia Sometimes late renewing Was never advertised to students as something they could join Website is confusing - I can't remember if I've renewed or not. And I forget my user ID There were no reminders, or the reminders came at inexplicable times and had incorrect info. I have trouble keeping up with when my renewal is due I have to wait until our budget resets
- 14. SIGNIFICANCE OFWEBSITE 41.88% of respondents rated website as #1 preferred source to access NCLA info 9.2% of current members found out about membership through the website 33.33% of respondents who aren’t sure if they’re members want a simpler renewal process
- 15. WEBSITETESTING Before making significant changes to the website, it might be helpful to conduct some website testing e.g., Nibbler: http://nibbler.silktide.com/ (free!)
- 16. MEMBER OF SECTION OR ROUNDTABLE 78% 22%
- 17. TOP 5 SECTIONS / ROUNDTABLES Public Library = 27.7% Library Admin & Management = 24.1% College & University = 20.6% Technology &Trends = 15.6% Resources &Technical Services = 12.77%
- 18. SECTIONS/ROUNDTABLE CONTENT CONSISTENCY May be useful to provide each section and roundtable with a template to ensure consistent information is provided Base the template on what members want to know
- 19. SOCIAL MEDIA USE (88%)
- 20. NCLA SOCIAL MEDIAVISITS IN LAST MONTH
- 21. WHAT FEATURES MOST INTERESTED IN SEEING ON NCLA SOCIAL MEDIA
- 22. NCLA BIENNIAL CONFERENCE More than 10% of respondents learned about NCLA membership through the conference 53% of members said a conference discount would encourage them to join or renew Perceived lack of variety in conference programming Opportunity to leverage various existing communication tools with conference messaging Although a few recommended live-streaming, most expressed concern that live-streaming would deter member involvement
- 23. THE BALANCING ACT: CONDUCTING RESEARCH Gaining regular feedback and input from members without taxing NCLA’s resources or members’ time constraints Being responsive to respondents’ views Share results Call for assistance to enact recommendations Value of website and social media analytics NCLA’s responsiveness is evident – 2007 survey indicated the website was respondents’ least “Preferred Means ofCommunication” Website changes were implemented, including the addition of a blog, online member renewal and registration
- 24. COMING UP NEXT! Teams will use the survey research and other input to make some recommendations to enhance the NCLA’s marketing communication efforts. Mid-November presentations
Notas do Editor
- Per a study by Abila about member engagement, 62% of association members join within the first five years of their career [http://www.abila.com/wp-content/uploads/2016/06/Abila_MemberEngagementStudy.pdf]
- There were also noticeable comments reflecting a “town and gown” conflict
- About 65% learn through their library school or institution. Hence, consideration may be given to ensuring sources there have the appropriate and most-recent NCLA resources and messages.
- YES: encouragers: Members see incentives/discounts (21.5%), simpler renewal process (16.04%), and more-frequent reminders (15.02%) as key encouragements NOT MEMBERS: Non-members stressed incentives/discounts (41%) and sliding scale membership fees (22.7%) NOT SURE IF MEMBER: Those who were not sure if they are current members overwhelmingly requested a simpler renewal process (33.33%)
- Memory and cost are the top two categories; the “other reasons” varied
- There were several references to either not getting reminders or not remembering if they received reminders. This isn’t necessarily a negative statement toward NCLA. It could be members trying to manage bulging email inboxes.
- Members of the website team found the search engine optimization for “NCLA” and “NC Library Association” was strong – nclaonline.org was the #1 search result. However, they also noted the significance of the word “Association.” Searching for “NC library” did not show nclaonline.org on the first page of results. Having the calendar of events and Twitter feed are quite useful. Many survey respondents expressed frustration in trying to locate particular topics on the website.
- Public types say academics get more attention Academic libs say publics get more attention
- Facebook, LinkedIn and Twitter are the most-popular social media used by the survey respondents. Could be value in creating an organizational LinkedIn account (which is something a student team could take on.
- There is some confusion among respondents about the official and unofficial Facebook pages, but relatively steady access of NCLA’s social media
- The strong interest in learning about upcoming events and opportunities provides NCLA with a lot of post opportunities. A resources such as Hootsuite [https://hootsuite.com/] can be very useful to schedule postings for regular/consistent updates, for example. A free Hootsuite account permits you to manage up to 3 social media profiles, schedule content, and conduct basic analytics
- Preliminary recommendations: Use share codes to encourage members to recruit others to attend the conference. Members who share info and successfully recruit attendees get a discount. Strengthen the “what’s in it for me” aspects when promoting the conference to members and potential members