Marketing Virtual Services

Marketing Virtual Services 10th EAHIL Conference, Helsinki 27th June 2008 Oliver Obst Central Medical Library University and Regional Library University of Münster, Germany

Marketing is not that easy ... ... because people in marketing always speak in code

The discussion if libraries add value to their organisation will intensify in the coming years. ETH Library Zürich: Annual report 2006 Why we need Marketing at all?

Why we need Libraries at all?

Loss of Information Monopoly

Loss of Information Monopoly ? National licenses: Archives E-Journals PaperChase DocuDel via Internet Scholarly Skywriting Open Access Journal Back Files Google Copyright vs. digital ILL National licenses: Current Subs. Google Books Medline for free

Why we need Libraries at all?

Loss of Information Monopoly

Loss of Visibility

Loss of Face-to-Face Interaction

Why we need Libraries at all? ...

Return of Investment

Competition

Books – Google Books, Amazon, Wikipedia, Elsevier‘s Wiser Wiki

Journals – Open Access, Repositories, Pay-per-view, Document Delivery

Databases – Google, Google Scholar, Publisher, Journal Agencies, Government

Answering questions – Uclue (Google Answers), Lycos IQ, Yahoo Clever, ChaCha, SMS Guru

Social meeting place – Facebook, Nature Network, Elsevier 2collab

Competition

Stereotypes

"Remember to highlight that librarians do more than worry about whether or not books are properly shelved. Stress the role of librarians as providers of information, as instructors who encourage learning, and as global professionals who can quickly and efficiently access resources from around the world." Kirchner, T "Advocacy 101 for academic librarians" College & research libraries news 60(10):844-847,849 (1999)

Competition

Stereotypes

Successful Products

Analysis of Library Products Strenghts Weaknesses excellent fair bad

Information Cascade Journal (3-monthly) Knowledge Wiki Newsletter (weekly) Weblog (daily) RSS-Feeds Podcast

Weblog

Since 2003

Current News

1.000+ Entries

360.000 Hits p.a.

RSS

Interactive (Comments, Polls)

Newsletter

Since 1997

Every Friday

520 Issues

800 Subscribers

By Email/listserv

Journal

Since 1997

3-monthly

45 issues

12-16 pages

1.000 copies

Printed

Extraordinary Service Interview Users Statements Link to Blog

Knowledge Wiki

Since 2008

permanent

200 entries

14 subject categories

RSS (changed)

Interactive, Collaborative

http://zbmed.ourtoolbar.com

Summary 0 15.000 - - Toolbar 120 1.000 20 irreg. Podcast 1-30 n.e. 200 permanent Knowledge Wiki 2.400 10.000 45 monthly Journal 15 40.000 500 weekly Newsletter 5 360.000 1.000 daily Weblog minutes per entry hits p.a. total entries frequency

New Users - New Challenges We must recognize that the Internet and search engines are now the main ways in which people look for information. Rather than try to change users’ habits, the library can change its approach and meet users where they are — on the Web, using the tools they enjoy using. Wan Wee Pin: Library 2.0: The new e-world order . Library Connect 5(4):2007

Prepared for the Millennials?

©2008 Library Advanced Search Preferences Studying Tools Books Databases Journals Library News Reference more iLibrary | Sign in Acquisition Programs - Borrowing Solutions - About Library - Go to your Next Library

„ The mobile generation not only creates their own content, but they go and find it themselves" Jens Oenicke: generation mobile. 2006

Hopefully libraries will not become just ‚fish on screens‘