An Intentional Conversation: Electronic Resources and Your Library Patrons
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An Intentional Conversation: Electronic Resources and Your Library Patrons

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In order to provide the most appropriate library resources to our patrons we need to actively connect with them as people first to learn what their information needs and barriers may be. Developing......

In order to provide the most appropriate library resources to our patrons we need to actively connect with them as people first to learn what their information needs and barriers may be. Developing a systematic approach to seeking out and responding to feedback can provide us with the information we need to acquire eventually well-used resources. A library in which this kind of intentional communication style is prevalent can be called a “marketing-aware” organization. In this presentation we will discuss all the components of a marketing cycle for electronic resources, with a special focus on the patron. We’ll discuss how to build a marketing team, ways of knowing your patrons, and hear real-world examples of recent projects that were designed to learn about a user group.

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  • 1. Marie R. Kennedy @orgmonkey Loyola Marymount University California  Academic  &  Research  Libraries  Conference 2014 An  inten'onal  conversa'on:   Electronic  resources   and  your  library  patrons
  • 2. Spoiler alert: It’s what you’re already doing, just done in a systematic way
  • 3. agenda a typical marketing cycle + learning about your patron + two case reports = inspiration!
  • 4. What’s marketing?
  • 5. inigo
  • 6. underpants gnomes
  • 7. Kyle: “What are you going to do with all these underpants that you steal?” Gnome: “Collecting underpants is just Phase 1. Phase 1: Collect underpants.” Kyle: “So what’s Phase 2?” Gnome: “Well, Phase 3 is Profit. Get it?”  
  • 8. undies run
  • 9. Know your patron Informal methods Case study Survey Participant observation Cohort study Focus group
  • 10. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 11. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 12. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 13. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 14. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 15. research question methods findings Case Report 1: Collaborative Marketing Project
  • 16. Is a collaborative model of benchmarking the marketing of electronic resources feasible?
  • 17. METHODS
  • 18. Strategy
  • 19. FINDINGS
  • 20. 48% 87% 3.3 Of those who had used the resource before, 82% learned something new
  • 21. SEND ME
  • 22. Case Report 2: Student Employee Project research question methods findings This project was completed in collaboration with David P. Kennedy (RAND Corporation)
  • 23. Evaluating a Cultural Domain Goal: Efficiently and effectively determine items in a domain and understand how they are related to each other. Step 1: Free Lists
  • 24. Free Listing: Cultural Domain of • Systematic: Everyone was given the same question: “Think about all of the things that people on LMU campus do when they use library services. Off the top of your head, list all of the ways that people on LMU campus use the library.” •Exploratory: How they answer is up to them
  • 25. Evaluating a Cultural Domain Goal: Efficiently and effectively determine items in a domain and understand how they are related to each other. Step 2: Pile sorting items identified in free lists
  • 26. Free ListText to Cards Apple Pear 1 3Corn Banana 2 4
  • 27. Cards to Piles Apple Banana Breadfruit Kumquat Currant Pile 1: “Fruit I eat at lunch” Pile 2: “Fruit I don’t like” Pile 3: “Fruit I’m not sure what they are”
  • 28. Marie R. Kennedy Loyola Marymount University marie.kennedy@lmu.edu http://orgmonkey.net @orgmonkey
  • 29. Image attributions: Slide 2: http://www.flickr.com/photos/7883660@N05/466221141 Slide 14: http://www.flickr.com/photos/ 12023477@N05/3531718174 Slide 15: http://www.isilm.com/development.html Slide 18, 19: Jamie Hazlitt (jamie.hazlitt@lmu.edu)