September 13, 2011 Nancy egan Beth Evans Maria Kiriakova Angela Sidman Ebook marketing and promotions workshop
Workshop goals Improve promotion and marketing of ebooks throughout the CUNY system Provide a toolkit which walks you through the many P’s of marketing Customizable checklist which says what to do, why, who to contact, and how much notice is needed Sample promotional materials to use as templates Leave here today with everything you need to promote a CUNY-wide resource on your campus
Workshop roadmap Introduction and framework Technical and access issues Electronic promotions and social media Promotions on your campus – Discuss! Print promotions
The 5 P’s of Marketing Product People Pricing Placement Promotion
Product The Eresource (the Ebook Collection): What type of materials? Is it easy to use? How is the printing? Are there restrictions on printing? Do the books download to devices? Are there restrictions on ILL? Do you have access to the admin module? How do you get the stats?
People Your target market—who do you think will use this product (collection)? Undergrads? Graduate students? Faculty? Particular Disciplines? Knowing who your market is will determine the message you create in your campaign.
Pricing For Libraries—this is the “cost” to your patrons in terms of time spent locating materials. How convenient is this resource? (How does the product compete with Google books?). You could also think of price as the monetary “cost” of the resource to your patrons.
Placement Webpage Design. A to Z list. Subject headings on your A to Z list. SFX linking. Federated Search. Subject headings on your Federated Search.
Promotion Your message is based on: All that you know and have learned about the product. The people who you are targeting. The ‘cost’ to your people. The placement of the product.
…and sometimes there are 7 P’s Prelude—the marketing audit. New resources or resources that are being underused or are hard to use (word of mouth, reference experience, statistics). Postlude—statistics. Admin statistics or feedback (formal or informal).
Promotion via access systems Items which are coded blue on the promotions checklist Access systems = Placement Put your resources where your potential patrons can find them! Facilitate the 4 demand-side information seeking and gathering activities Discover Locate Request Access
Promotion via access systems Activate as target in SFX Performed by OLS; request via help desk Appropriate for collections, not title by title purchases Updating the A-Z list Done by local A-Z list admin May incur additional costs Moves ebook content into alpha list of electronic content
Promotion via access systems Taking advantage of DOI’s Digital Object Identifiers (DOIs) are unique alphanumeric strings assigned to digital objects. Serve as a constant locator, not changing even as object moves from URL to URL Often used in citations, also assigned to journal and e-book content Look in MARC 856 fields SpringerLink http://dx.doi.org/10.1007/978-1-4020-8609-0
Promotion via access systems Add collections to Federated Search Most CUNY campuses use Ebsco Host Integrated Search Contact your local EHIS admin to update profile Search ebooks alone or alongside other top resources EbscoHost Integrated Search
Promotion via access systems Load MARC records into the catalog Buy a few e-books and catalog them locally Buy more than 50 and it becomes a group effort! Acquisitions, Cataloguing, and OLS all work together to load records into CUNY+ which adhere to local best practices and national standards Many resources available to help: Batch load basics and FAQ’s on OLS support site Ongoing series of MarcEdit workshops Documentation and best practices posted to Technical Services Wiki
Electronic promotion Library online newsletter Social networking (blogs, twitter, Facebook, etc.) Faculty and students targeted emails (general / subject / ‘grade’ level)
Creative ways of promotion Old tools (bookmarks, table tents; bibliographic instruction classes) New tools (adding QR codes) The power of numbers – STATISTICS !!! (the most accessed title/subject this month; addition of new e-titles by database or subject, etc.) Language – appealing, customized announcements
Catching language Art dept. – Art of reading Criminal justice – Killer books Math – e-books as easy as 1,2,3 Nursing – e-books as cure/ easy delivery History, government – become a digital native Business – profit from using e-books
DIY tools Libguides YouTube videos Promotional materials available on the vendors websites (library branding, announcement templates, handouts and posters) Interactive Help pages for students on the database websites (quick overview and advanced tutorials, FAQ sites) Free QR apps
Creating table tents http://word.mvps.org/FAQs/DrwGrphcs/UpsideDownText.htm Very quick and straight forward instructions on creating upside down or rotated text in Word
Current local practices CC Image courtesy of PlayfulLibrarian on Flickr
Print Promotions: Discuss! CC Image courtesy of Enokson on Flickr
Paper promotions for Virtual Books: Step-by-step GUIDE To creating Interactive Bookmarks Marketing and Promoting Ebooks Beth Evans Brooklyn College, CUNY September 13, 2011
Takeaways Marketing toolkit available via the OLS Support Site for librarians across CUNY to download and customize to their local setting Promotions checklist Sample emails Template of DRM statement Keep the conversation going! Tell your colleagues what this workshop Talk to each other about what works and what doesn’t Talk to me: firstname.lastname@example.org