marketing your library's electronic resources (msu leets presentation)
DESCRIPTION
As libraries continue to move more of their resources from print to the electronic format, the difficulty of promoting the use of that content has become apparent. The traditional promotional techniques for print resources, such as putting the new items on a “new book shelf” near the front door or keeping heavily used items at the reference desk, do not work for resources in an electronic format because there are no physical volumes to view. How, then, do libraries best connect their patrons to appropriate electronic resources? We’ll be talking about how you can get started right away with developing a marketing plan for electronic resources at your library. Presented at the 2013 Mississippi State University Libraries eResource & Emerging Technologies Summit (http://blogs.library.msstate.edu/msuleets/)TRANSCRIPT
Marie R. Kennedy@orgmonkey
Loyola Marymount University
Marketing Your Library’s Electronic Resources
Marketing = Scary?
Marketing ≠ ScaryYou’re not in this alone.
What’s marketing?
http://orgmonkey.net/?p=1136
Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago.
REALLY
Dubicki, E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
academic staff as collection developers; collaboration; collection policy; faculty/professionals as marketing tools; phone call/office visit; students as marketing tools; surveys; word of mouth; Blackboard; branding; email (external); email (internal); feedback forum; home/office; mascot; online social network; screen saver ; usage statistics; Web page, customized; banners/posters; bookmarks; calendar; flyers/brochures; giveaways; incentives; newsletter ; newspaper alert; pins; postcards/letters/direct mail; FAQ; native language education; patron training (group); patron training (individual); slide show/demonstrations; staff training (group); staff training (individual); use guide
project idearesearch question
methodsfindings
Is a collaborative model of benchmarking the marketing of electronic resources feasible?
What’s benchmarking?
METHODS
http://benchmarketing.wetpaint.com/page/Map+of+participants
53% of the participants do not have marketing/promotion/outreach as part of their formal job description
http://benchmarketing.wetpaint.com
Strategy
measurement, assessmentsurvey + usage statistics
48%
87%
3.3
Of those who had used the resource before, 82% learned something new
0
4
8
11
15
usage statistics
13
4
14
increase same or decrease no data
SEND ME
academic staff as collection developers; collaboration; collection policy; faculty/professionals as marketing tools; phone call/office visit; students as marketing tools; surveys; word of mouth; Blackboard; branding; email (external); email (internal); feedback forum; home/office; mascot; online social network; screen saver ; usage statistics; Web page, customized; banners/posters; bookmarks; calendar; flyers/brochures; giveaways; incentives; newsletter ; newspaper alert; pins; postcards/letters/direct mail; FAQ; native language education; patron training (group); patron training (individual); slide show/demonstrations; staff training (group); staff training (individual); use guide
I’m not ready
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY.
Dubicki. E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
Kennedy, M.R. (2010), “Cycling through: Paths libraries take to marketing electronic resources”, paper presented at Library Assessment Conference, October 27, Baltimore MD, available at: http://digitalcommons.lmu.edu/librarian_pubs/3.
Kennedy, M.R. (2011), “What are we really doing to market electronic resources?” Library Management, Vol. 32 No. 3, pp. 144-158.
Kennedy, M.R. and LaGuardia, C. (2013), Marketing Your Library’s Electronic Resources: A How-To-Do-It Manual, Neal-Schuman/ALA, Chicago, IL.
Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago, IL.
Image attributions:
Slide 2: http://www.flickr.com/photos/7883660@N05/466221141Slide 10: http://www.flickr.com/photos/buzzfarmers/7318389106Slide 13: http://emptybackfield.com/wp-content/uploads/2009/05/
girl_telling_a_secretjpg.jpegSlide 17: http://www.isilm.com/development.htmlSlide 19: http://takeplayseriously.org/2013/04/11/cootie-catchers-
oxygen-masks-the-adults-right-to-play/Slide 21: http://www.flickr.com/photos/
12023477@N05/3531718174Slide 31: http://www.flickr.com/photos/
94168846@N00/3386947788Slide 33: http://www.flickr.com/photos/zooboing/5426098861/Slide 35: http://www.flickr.com/photos/timothymorgan/4420821913/Slide 56: http://www.flickr.com/photos/zooboing/5396960524/ Slide 63: http://www.flickr.com/photos/ambuj/345356294/