Ebook marketing presentation

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  • 1. September 13, 2011
    Nancy egan
    Beth Evans
    Maria Kiriakova
    Angela Sidman
    Ebook marketing and promotions workshop
  • 2. 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
  • 3. Workshop roadmap
    Introduction and framework
    Technical and access issues
    Electronic promotions and social media
    Promotions on your campus – Discuss!
    Print promotions
  • 4. The P’s of marketing
  • 5. The 5 P’s of Marketing
    Product
    People
    Pricing
    Placement
    Promotion
  • 6. 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?
  • 7. 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.
  • 8. 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.
  • 9. 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.
  • 10. 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.
  • 11. …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).
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. Electronic promotion
    Library online newsletter
    Social networking
    (blogs, twitter, Facebook, etc.)
    Faculty and students targeted emails
    (general / subject / ‘grade’ level)
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. Current local practices
    CC Image courtesy of PlayfulLibrarian on Flickr
  • 23. Print Promotions: Discuss!
    CC Image courtesy of Enokson on Flickr
  • 24. 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
  • 25. Bookmark with QR Code
  • 26. Step 1: Find a free E-Book Title
    • Open a browser.
    • 27. Visit ebrary disaster books at http://site.ebrary.com/lib/disaster/home.action
    • 28. Select a title of interest from one of the sections and click to copy the URL for the book you choose.
    • In a browser, Google for “qr code generator” or use http://qrcode.kaywa.com/
    • 29. Create a QR code for the book by pasting in the URL you have copied
    • 30. Leave the QR code generator window open
    Step 2: Create a QR Code for Your Book
  • 31.  
    • Open Microsoft Publisher 7
    • 32. Click: Blank Page Sizes
    • 33. Click: Letter (Portrait) (8.5 x 11)
    • 34. Click: Arrange
    • 35. Click: Layout Guides
    • 36. Tab Click: Grid Guides
    • 37. Select: Rows (5); spacing (0)
    Step 3: Create the Bookmarks
  • 38.  
    • Google to find an image for the disaster theme you have chosen
    • 39. Copy and paste the image into the first row of your Publisher document. 
    • 40. Size the image to fill the background of the first book mark
    • 41. copy and paste the final-sized into the four remaining bookmarks
    Step 4: Find a Background Image
  • 42.
    • Copy and paste the QR code into each row of your Publisher document
    • 43. If the QR code gets hidden by the background image
    • 44. right-click on the QR code image
    • 45. click: order
    • 46. click: bring to front
    Step 5: Add QR Code to the Bookmark
  • 47.
    • In the first row of your document, Click: insert textbox
    • 48. Position a textbox in the first bookmark on the sheet
    • 49. Type desired text
    • 50. Copy and paste the text box with text into each bookmark
     Step 6: Adding Text
  • 51.
    • http://tag.microsoft.com/home.aspx
    • 52. An MS account (e.g., hotmail)is required to create a tag
    • 53. For creating Custom Tags, see: http://tag.microsoft.com/what-is-tag/custom-tags.aspx
    • 54. Once you have created a tag, you can follow steps 1, 3-6 described above for creating a bookmark using microsoft Publisher
    • 55. to get tag reader app, you must give MSN your phone number and they send you a link for the download onto your phone
    Footnote: MS Tags
  • 56. Bookmark with MS Tag
  • 57. Thank You!
    bevans@brooklyn.cuny.edu
  • 58. 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: angela.sidman@mail.cuny.edu