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Engaging with your research community

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High Impact / Low Cost methods of marketing your library

High Impact / Low Cost methods of marketing your library

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  • 1. Engaging with your research community [ high impact / low cost marketing techniques for libraries ] Tuesday, August 17, 2010
  • 2. "...we are offering something they want and they just don’t know it." - Meredith Farkas , librarian/blogger Information Wants to Be Free Tuesday, August 17, 2010
  • 3. How To... Study and identify distinct user groups Discover the services your users desire Package and promote these services (online/ offline) Evaluate and continually assess progress Tuesday, August 17, 2010
  • 4. What do I mean by "Marketing"? definition: Strategies for identifying and connecting with your target audience Tuesday, August 17, 2010
  • 5. Why Marketing? Educate others about high quality research tools Discover where to focus efforts Inform others about the role of librarian/libraries Tuesday, August 17, 2010
  • 6. Discover user patterns What are your user groups? Are you spending a lot of time on requests not directly related to the library’s mission? What are the most common repetitive tasks? Tuesday, August 17, 2010
  • 7. Common Methods LibQual Surveys Focus Groups Tuesday, August 17, 2010
  • 8. Short online survey Can provide quick feedback Seek assistance with creating questions Place link to survey in high traffic area (might not be your library page) Tuesday, August 17, 2010
  • 9. Distinct User Groups Do it Yourselfers Rely on their own abilities. Do not like asking for help. Quick and Easys Want their preliminary research done as fast and painless as possible. Unawares Do not know a distinct library service exists. Are confused by library terminology. Tuesday, August 17, 2010
  • 10. International Students/Faculty How can we better assist this group? Key needs and messages for this group? Tuesday, August 17, 2010
  • 11. Focus Group Pros More in-depth Share and compare Ask follow-up questions Cons Moderator/Assistant moderator Planning time Skill with guiding a group Quality participants over quantity Tuesday, August 17, 2010
  • 12. Results Comfortable in an online environment Unaware of certain library services May need additional explanations Receptive to translation resources Tuesday, August 17, 2010
  • 13. HTTP://LIBRARY.BUFFALO.EDU/LIBRARIES/GETHELP/INTERNATIONAL/ Tuesday, August 17, 2010
  • 14. It’s all about the packaging Why brand? Intangible commodity Tuesday, August 17, 2010
  • 15. HTTP://LIBWEB.LIB.BUFFALO.EDU/BLOG/BIZBRARY/ Tuesday, August 17, 2010
  • 16. Tuesday, August 17, 2010
  • 17. Tuesday, August 17, 2010
  • 18. Embrace Multimedia Tuesday, August 17, 2010
  • 19. Evaluate Measure progress Web Usability Google Analytics Surveys, Assessment Tuesday, August 17, 2010
  • 20. Spread your message onsite Posters/fliers can feature: Databases Librarian bios Workshops Tuesday, August 17, 2010
  • 21. Face to Face/Peer to Peer Build relationships Get recommendations Word of mouth Tuesday, August 17, 2010
  • 22. "...meeting with people in person gives us the opportunity to truly connect with them ." - Dr. Nando Pelusi , Psychology Today November/December 2009 Tuesday, August 17, 2010
  • 23. Resources Morgan, D. L., & Krueger, R. A. (1998). The focus group kit. Thousand Oaks, CA: Sage. Olson, Christine A. and Suzanne Stewart Moseman. "Overworked? Understaffed? Don’t Stop Marketing!" Information Outlook . Mar. 1997. Trade & Industry Database . Online. InSite Pro. 17 July 1997.o Resources for International Students. http://library.buffalo.edu/libraries/ gethelp/international/ Resources By Subject Guides http://library.buffalo.edu/libraries/ findlibrarymaterials/subjectresources/ RoAne, Susan. Face to Face: How to Reclaim the Personal Touch in a Digital World. New York: Simon & Schuster, 2008. Print. Tuesday, August 17, 2010
  • 24. Questions? Tuesday, August 17, 2010