RESEARCH AND PRACTICE OF LIBRARY PUBLIC CULTURAL SERVICES BASED ON SOLOMO
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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
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
129online 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.
130• 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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