Identification of Target Groups and Library Services

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Identification of Target Groups and Library Services

  1. 1. Identification of Target Groups and Library Services MARIA NESHEVA-KOSTADINOVA DORA GABE DISTRICT LIBRARY, DOBRICH MODERN LIBRARY SERVICES AND INITIATIVES 26 APRIL 2012, DOBRICH
  2. 2. Responding to Users’ Needs“The services of the public library are provided on the basis of equality of access for all, regardlessof age, race, sex, religion, nationality, language or social status.”IFLA/UNESCO Public Library Manifesto, 1994
  3. 3. Elements of Effective Library Service Provision Identifying potential users Analyzing users’ needs Developing services to groups and individuals Introducing customer care policies Promoting user education Cooperating and sharing resources Developing electronic networks Ensuring access to services Providing library buildings IFLA Guidelines for Public Libraries BLIA, 2011
  4. 4. Identifying Potential Users People at all ages and at all stages of life Individuals and groups of people with special needs Institutions within the wider community network
  5. 5. Analyzing Needs within the Community Management tools environment analysis community needs analysis monitoring and evaluation performance measurement
  6. 6. Environment Analysis / SWOT AnalysisSTRENGTHS WEAKNESSESModel criteria: Model criteria:1. Service advantages 1. Service disadvantages2. Competitive advantages3. Unique bid price 2. Lack of competitive advantages4. Resources, assets, staff 3. Reputation and presence5. Experience, know-how, information 4. Finances6. Financial reserves, possible return 5. Vulnerable library features7. Cost-quality value 6. Compliance with deadlines and work under deadline pressure8. Geographic location 7. Quality flaws9. Accreditation, qualification, certificates 8. Facilities and equipment10. Management11. Equipment 9. Management outreach, continuity of managerial decisions12. Library philosophy and valuesOPPORTUNITIES THREATS (RISKS)Model criteria: Model criteria:1. Sector development 1. Political effects2. Vulnerable features of competitors 2. Legislative effects3. Sector trends 3. Environmental effects4. Development of technology and innovations 4. IT sector development5. Global impact 5. Intentions and goals of competitors6. Target groups 6. Demand7. New unique suggestions 7. New technology, services, ideas8. Partnerships 8. Key contacts and partnerships9. Influence of fashion trends, seasons, climatic conditions 9. Impediments 10. Loss of key staff 11. Lack of staff 12. Climate change
  7. 7. Community Needs Analysis Demographic information about the community Data about organizations in the community Information about business and commerce in the locality Information about the catchment area of the library Transport patterns in the community Information services provided by other agencies in the community
  8. 8. Customers Should Be Involved in Service Development Focus group and community surveys what services they use and require users’ complaints users’ response to services and new initiatives suggestion boxes information from groups of potential users
  9. 9. Monitoring and Evaluation Evaluation of all programs and services achieving objectives and declared goals timely and regular provision meeting the needs of the community changing needs need of improvement resources effectiveness and efficiency
  10. 10. “Library statistics: data can make a difference”“Library statistics are necessary for the effective management of libraries, but they are still moreimportant for promoting library services to the different types of stakeholders…”IFLA Library Statistics Manifesto, 2010
  11. 11. Library Performance Indicators Library usage indicators Collection indicators Human resource indicators Qualitative indicators Information and communication technology indicators Comparative indicators Demographic and economic statistics. Population assessment data
  12. 12. Measuring Quality: Performance Measurement in LibrariesMeasuring Quality: Performance Measurement in LibrariesAuthors: Roswitha Poll, Peter Te BoekhorstBulgarian Library and Information Association, Sofia, 2011ISBN 978-954-9837-20-9With IFLA permission
  13. 13. Public Library Marketing. Public Relations. Advocacy Four main marketing tools marketing study marketing segmentation marketing mix strategy marketing evaluation Public relations Advocacy
  14. 14. Services to Users Key services provided by modern public libraries loan of books and other media provision of books and other materials for use in the library information services using print and electronic media readers’ advisory services including reservation services community information services user education including support for literacy programs programming and events modern communication tools like blogs, mobile phone texts and use of social networks for reference services and public relations IFLA Guidelines for Public Libraries BLIA, 2011
  15. 15. Service Provision to Groups and Individuals Services for children Services for young adults Services for adults Services for community groups Services for special user groups
  16. 16. Effective Library Service Provision Lifelong learning Leisure time interests Information services Cooperation and resource sharing Libraries in communities Reading and literacy promotion Information literacy User education Information navigator Library ambience
  17. 17. Customer Care Policies Adequately planned, prepared and reliable library services Convenient and attractive library building Convenient opening hours Online accessible library catalogues and websites Book loan period extension and book reservation services Services outside the library building Convenient equipment Special equipment Positive effect on users

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