Uncloaking Your Electronic Collections:  Promoting Library Online Services Lesley Williams Head, Information Services Evan...
The Problem… <ul><li>People associate libraries with books and children, not with online services. </li></ul><ul><li>Libra...
Strategy 1: Individual Libraries <ul><li>Use language your patrons understand </li></ul><ul><li>Make your online services ...
“Data - what”?! <ul><li>People associate “database” with technology they don’t understand. </li></ul>
<ul><li>Not everything online is a “database”… </li></ul>
<ul><li>Make online magazines findable… </li></ul>
 
Hennepin County Library <ul><li>Online services integrated throughout the website… </li></ul>
 
Online Resources in OPAC
<ul><li>Subject guides link to subscription resources </li></ul>
Homework Help
 
“Brand” Your Digital Library
Let’s Get Radical! <ul><li>Most of our  potential users are NOT reading library publications or visiting library websites....
Strategy 2: Community Partners <ul><li>Chambers of Commerce </li></ul><ul><li>Hospitals </li></ul><ul><li>Schools and PTAs...
 
<ul><li>Local Merchant’s Association page links to the library online business resources </li></ul>
Where is the Library?
Homeschoolers  Online… <ul><li>Need online math and reading prep </li></ul><ul><li>Need reliable online reference books </...
Will YOU Be There?
 
Strategy 3: Consortia and Systems <ul><li>Can get more bang for marketing buck. </li></ul><ul><li>Easier to build awarenes...
 
 
Inspire.net <ul><li>Has a $200,000 annual marketing budget </li></ul><ul><li>Cable tv ads hit as many as 300,000 viewers p...
Easier Access <ul><li>IP address range: used in Connecticut and Indiana, and Ohio </li></ul><ul><li>Login with state ID or...
 
<ul><li>George Pettinico, Associate Director </li></ul><ul><li>Center for Survey Research and Analysis </li></ul><ul><li>U...
ICONN Marketing strategies <ul><li>Insight #1: Emphasize offerings with the most widespread appeal. </li></ul><ul><li>Insi...
Iconn ads in local media <ul><li>Appeared in non-library publications </li></ul><ul><li>Targeted; different ads for busine...
Strategy 4: Vendors <ul><li>Have marketing experience, budget </li></ul><ul><li>Most are uncomfortable targeting end users...
How End User Marketing Helps Vendors <ul><li>Library product promotes the individual  subscription product. </li></ul><ul>...
Why should this…
… compete with this?
Who Does Your Vendor Serve?
 
Does Your Vendor Expect You to Do All the Work? <ul><li>Some great ideas, but none of them came from EBSCO </li></ul>
<ul><li>Too wordy </li></ul><ul><li>Full of jargon </li></ul><ul><li>Is this really aimed at typical patrons? </li></ul>
Vendor Marketing “Support” <ul><li>Is This REALLY the Best EBSCO Can do? </li></ul><ul><li>From the EBSCO Special Event To...
Some Real Marketing Support… <ul><li>Proquest’s Marketing Toolkit </li></ul><ul><li>Great graphics </li></ul><ul><li>Can b...
 
 
Unclear on the Concept? <ul><li>Great poster… </li></ul><ul><li>Great ideas </li></ul><ul><li>NO MENTION OF LIBRARIES!! </...
AccessMyLibrary.com <ul><li>Free 30 day access to Thomson Gale content </li></ul><ul><li>Encourages patrons to use librari...
The LEAST Vendors Can Do… <ul><li>Have a website for the public </li></ul><ul><li>Direct patrons to libraries </li></ul><u...
Vendors As Partners <ul><li>Work with libraries to identify media the community reads </li></ul><ul><li>Approach community...
Negotiating With Vendors <ul><li>Set shared goal for usage. </li></ul><ul><li>Ask about marketing assistance BEFORE signin...
Strategy 5:Libraries Nationwide  <ul><li>What are ALA, PLA doing to promote library online services ? </li></ul><ul><li>LE...
Working the Media… <ul><li>What sources do your patrons trust? </li></ul><ul><li>Major papers more likely to do stories on...
Notice Anything Missing?
Think Like a Travel Agent <ul><li>If you want people to visit Fiji, you DON’T advertise  in  Fiji. </li></ul>
The Power of Advertising <ul><li>Can library online services become the bottled water of tomorrow? </li></ul>
Websites used… <ul><li>John Kupersmith’s “Library terms that users understand”  www.jkup.net/terms.html </li></ul><ul><li>...
Thanks!! Lesley Williams Evanston Public Library Evanston IL 60201 [email_address] 847-448-8646
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Texas: Uncloaking Your Electronic Collections

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Strategies for promoting and increasing usage of library online resources.

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  • HCLIB Business plans results
  • Have to stop marketing as though we were running for student council president
  • But try not to use the word library Advantages: Teachers, clergy, local officials, health care workers may influence user behavior more than librarians Challenge: will they listen to us?
  • Part of the Evanston Chamber of commerce packet to new businesses.
  • Get listed in search engines , library directories,wi-fi directories, local directories Get a wikipedia entry; add to it that you offer great remote online resources Use MySpace and expert Use IM
  • Will focus on 4 state systems that market effectively and have seen their usage grow dramatically
  • 400,000 logins in 1998 3 million 3 hundred thirty thousand in 2006
  • 6,934,398 logins 16, 752,592 searches (Through 2/07)2,435,904 logins 4,109,606 searches
  • One of the few states to have a serious marketing plan. Convened in 2005
  • Texas had 12,294,821 in 2005-2006. Public stats very low 2,172,201 4,785,146 2001-2002 5,723,611 2002-2003 8,628,332 2003-2004 19,138,871 2004-2005 8.1 million academic, k-12 10.1, public 15.3 CN population 3,394,75 IN population 6,093,372 TX population 22,270,165
  • PROBLEMS: vendors who also sell direclty to the public (RefUSA, Public Records) Encourage two -tiered appraoch: sell limited product to libraries, allow advertsing of fuller featured one Vendors who only sell to libraries need to get on the ball. No different from book publishers, pharamceuticals, videos, etc.
  • Public Records Periodicals: how often has a patron discovered a new periodical from using Infotrac or EBSCO? Most venodrs sell less than 1% of their prodcuts to invidividuals
  • Lots of talk about marketing support, but how much hel pare they really providing?
  • Great ideas, but EBSCO didn’t provide any assistance, they merely wrote up twhat th elibrary had accomplished.
  • PROBLEMS: vendors who also sell direclty to the public (RefUSA, Public Records) Encourage two -tiered appraoch: sell limited product to libraries, allow advertsing of fuller featured one Vendors who only sell to libraries need to get on the ball. No different from book publishers, pharamceuticals, videos, etc.
  • A great start. Can we all start bombarding our localmedia contacts with news about library online services? Eric Zorn, Stev Johnson?
  • Libraries are tap water to Google’s bottled water: Cheaper, healthier, safer. If advertising can take a free, community prvided service and turn it into a luxury item when why can’t we do the same for library services?
  • Texas: Uncloaking Your Electronic Collections

    1. 1. Uncloaking Your Electronic Collections: Promoting Library Online Services Lesley Williams Head, Information Services Evanston Public Library [email_address]
    2. 2. The Problem… <ul><li>People associate libraries with books and children, not with online services. </li></ul><ul><li>Librarians are NOT generally thought of as an online information source. </li></ul><ul><li>Most marketing efforts target our traditional users, in traditional formats and media. </li></ul>
    3. 3. Strategy 1: Individual Libraries <ul><li>Use language your patrons understand </li></ul><ul><li>Make your online services findable </li></ul><ul><li>Think function, not format </li></ul>
    4. 4. “Data - what”?! <ul><li>People associate “database” with technology they don’t understand. </li></ul>
    5. 5. <ul><li>Not everything online is a “database”… </li></ul>
    6. 6. <ul><li>Make online magazines findable… </li></ul>
    7. 8. Hennepin County Library <ul><li>Online services integrated throughout the website… </li></ul>
    8. 10. Online Resources in OPAC
    9. 11. <ul><li>Subject guides link to subscription resources </li></ul>
    10. 12. Homework Help
    11. 14. “Brand” Your Digital Library
    12. 15. Let’s Get Radical! <ul><li>Most of our potential users are NOT reading library publications or visiting library websites. </li></ul><ul><li>To sell our online services, we need to reach beyond our core audience. </li></ul>
    13. 16. Strategy 2: Community Partners <ul><li>Chambers of Commerce </li></ul><ul><li>Hospitals </li></ul><ul><li>Schools and PTAs </li></ul><ul><li>City Government </li></ul><ul><li>Homeschool Associations </li></ul><ul><li>Realtors and Merchants Associations </li></ul><ul><li>Do they link to your library resources? </li></ul>
    14. 18. <ul><li>Local Merchant’s Association page links to the library online business resources </li></ul>
    15. 19. Where is the Library?
    16. 20. Homeschoolers Online… <ul><li>Need online math and reading prep </li></ul><ul><li>Need reliable online reference books </li></ul><ul><li>Need magazines and newspapers </li></ul>
    17. 21. Will YOU Be There?
    18. 23. Strategy 3: Consortia and Systems <ul><li>Can get more bang for marketing buck. </li></ul><ul><li>Easier to build awareness if everyone in state or region has same access. </li></ul><ul><li>Consistent message, regardless of library’s size or budget. </li></ul>
    19. 26. Inspire.net <ul><li>Has a $200,000 annual marketing budget </li></ul><ul><li>Cable tv ads hit as many as 300,000 viewers per day </li></ul><ul><li>Does targeted marketing to businesses, college students </li></ul>
    20. 27. Easier Access <ul><li>IP address range: used in Connecticut and Indiana, and Ohio </li></ul><ul><li>Login with state ID or driver’s license: used in Michigan, Nebraska </li></ul><ul><li>Login with personalized password: used in Maine, Massachusetts, Indiana </li></ul>
    21. 29. <ul><li>George Pettinico, Associate Director </li></ul><ul><li>Center for Survey Research and Analysis </li></ul><ul><li>University of Connecticut </li></ul>iCONN Market Survey Presentation of Key Findings
    22. 30. ICONN Marketing strategies <ul><li>Insight #1: Emphasize offerings with the most widespread appeal. </li></ul><ul><li>Insight #2: For communications to targeted audiences, identify the offerings that appeal to various subgroups </li></ul><ul><li>Usage has grown from under 5 million logins in 2001 to over 33 million in 2006 </li></ul>
    23. 31. Iconn ads in local media <ul><li>Appeared in non-library publications </li></ul><ul><li>Targeted; different ads for business publications, schools, travel etc. </li></ul>
    24. 32. Strategy 4: Vendors <ul><li>Have marketing experience, budget </li></ul><ul><li>Most are uncomfortable targeting end users; may fear conflict of interest </li></ul><ul><li>Need incentives to target the public. </li></ul><ul><li>LET VENDORS HEAR FROM US!! </li></ul>
    25. 33. How End User Marketing Helps Vendors <ul><li>Library product promotes the individual subscription product. </li></ul><ul><li>Patrons will encourage libraries to subscribe to a worthwhile tool. </li></ul>
    26. 34. Why should this…
    27. 35. … compete with this?
    28. 36. Who Does Your Vendor Serve?
    29. 38. Does Your Vendor Expect You to Do All the Work? <ul><li>Some great ideas, but none of them came from EBSCO </li></ul>
    30. 39. <ul><li>Too wordy </li></ul><ul><li>Full of jargon </li></ul><ul><li>Is this really aimed at typical patrons? </li></ul>
    31. 40. Vendor Marketing “Support” <ul><li>Is This REALLY the Best EBSCO Can do? </li></ul><ul><li>From the EBSCO Special Event Toolkit </li></ul>
    32. 41. Some Real Marketing Support… <ul><li>Proquest’s Marketing Toolkit </li></ul><ul><li>Great graphics </li></ul><ul><li>Can be used for Proquest,or any online product </li></ul>
    33. 44. Unclear on the Concept? <ul><li>Great poster… </li></ul><ul><li>Great ideas </li></ul><ul><li>NO MENTION OF LIBRARIES!! </li></ul>
    34. 45. AccessMyLibrary.com <ul><li>Free 30 day access to Thomson Gale content </li></ul><ul><li>Encourages patrons to use libraries </li></ul><ul><li>Developing “virtual library card” for easier nationwide authentication </li></ul><ul><li>Advertised on NPR </li></ul>
    35. 46. The LEAST Vendors Can Do… <ul><li>Have a website for the public </li></ul><ul><li>Direct patrons to libraries </li></ul><ul><li>Leave space for the library url on their materials </li></ul><ul><li>Re-direct some marketing efforts </li></ul>
    36. 47. Vendors As Partners <ul><li>Work with libraries to identify media the community reads </li></ul><ul><li>Approach community organizations together </li></ul><ul><li>Collaborative vendor advertising campaign </li></ul>
    37. 48. Negotiating With Vendors <ul><li>Set shared goal for usage. </li></ul><ul><li>Ask about marketing assistance BEFORE signing a contract. </li></ul><ul><li>Be clear: you will cancel if usage remains low . </li></ul>
    38. 49. Strategy 5:Libraries Nationwide <ul><li>What are ALA, PLA doing to promote library online services ? </li></ul><ul><li>LET ALA HEAR FROM US!! </li></ul>
    39. 50. Working the Media… <ul><li>What sources do your patrons trust? </li></ul><ul><li>Major papers more likely to do stories on national trends </li></ul>
    40. 51. Notice Anything Missing?
    41. 52. Think Like a Travel Agent <ul><li>If you want people to visit Fiji, you DON’T advertise in Fiji. </li></ul>
    42. 53. The Power of Advertising <ul><li>Can library online services become the bottled water of tomorrow? </li></ul>
    43. 54. Websites used… <ul><li>John Kupersmith’s “Library terms that users understand” www.jkup.net/terms.html </li></ul><ul><li>Evanston Public Library, www.epl.org </li></ul><ul><li>Hennepin County Library, www.hclib.org </li></ul><ul><li>Illinois Home Education, www.illinoishomeeducation.org/ </li></ul><ul><li>Portland Public Library, www.portlandlibrary.com/ </li></ul><ul><li>“ Marketing the Library” from the Ohio Library Council, www. olc .org/marketing/ </li></ul><ul><li>“ Reaching Patrons: Online Outreach for Public Libraries:, Sara Houghton-Jan, librarianinblack.typepad.com/onlineoutreach/index.html </li></ul><ul><li>Indiana’s www.Inspire.net </li></ul><ul><li>Connecticut’s Iconn.org and ICONN Market Survey </li></ul><ul><li> www.iconn.org/iConnMarketingSurveyReport.aspx </li></ul><ul><li>EBSCO’s Customer Success Center, www.epnet.com/thisTopic.php?marketID=20&topicID=204 </li></ul><ul><li>Proquest Marketing Toolkit, www.proquest.com/division/docs/HowTo.pdf </li></ul><ul><li>Gale’s www.accessmylibrary.com/ </li></ul>
    44. 55. Thanks!! Lesley Williams Evanston Public Library Evanston IL 60201 [email_address] 847-448-8646
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