Marie R. Kennedy
@orgmonkey
Loyola Marymount University
California	
  Academic	
  &	
  Research	
  Libraries	
  Conference...
Spoiler alert:
It’s what you’re already doing, just done in a systematic way
agenda
a typical marketing cycle +
learning about your patron +
two case reports =
inspiration!
What’s
marketing?
inigo
underpants gnomes
Kyle: “What are you going to do with
all these underpants that you steal?”
	

Gnome: “Collecting underpants is just
Phase ...
undies run
Know your patron
Informal methods
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
research question
methods
findings
Case Report 1: Collaborative
Marketing Project
Is a collaborative model of benchmarking the
marketing of electronic resources feasible?
METHODS
Strategy
FINDINGS
48%
87%
3.3
Of those who had used
the resource before, 82%
learned something new
SEND ME
Case Report 2: Student
Employee Project
research question
methods
findings
This project was completed in collaboration with...
Evaluating a Cultural Domain
Goal: Efficiently and effectively determine items
in a domain and understand how they are
rela...
Free Listing: Cultural Domain of
• Systematic: Everyone was given the same
question: “Think about all of the things that
p...
Evaluating a Cultural Domain
Goal: Efficiently and effectively determine items
in a domain and understand how they are
rela...
Free ListText to Cards
Apple
Pear
1
3Corn
Banana
2
4
Cards to Piles
Apple
Banana
Breadfruit
Kumquat
Currant
Pile 1: “Fruit I eat
at lunch”
Pile 2: “Fruit I
don’t like”
Pile 3:...
Marie R. Kennedy
Loyola Marymount University
marie.kennedy@lmu.edu
http://orgmonkey.net
@orgmonkey
Image attributions:
Slide 2: http://www.flickr.com/photos/7883660@N05/466221141
Slide 14: http://www.flickr.com/photos/
1202...
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
An Intentional Conversation: Electronic Resources and Your Library Patrons
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 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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An Intentional Conversation: Electronic Resources and Your Library Patrons

  1. 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. 2. Spoiler alert: It’s what you’re already doing, just done in a systematic way
  3. 3. agenda a typical marketing cycle + learning about your patron + two case reports = inspiration!
  4. 4. What’s marketing?
  5. 5. inigo
  6. 6. underpants gnomes
  7. 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. 8. undies run
  9. 9. Know your patron Informal methods Case study Survey Participant observation Cohort study Focus group
  10. 10. Know your patron Case study Survey Participant observation Cohort study Focus group
  11. 11. Know your patron Case study Survey Participant observation Cohort study Focus group
  12. 12. Know your patron Case study Survey Participant observation Cohort study Focus group
  13. 13. Know your patron Case study Survey Participant observation Cohort study Focus group
  14. 14. Know your patron Case study Survey Participant observation Cohort study Focus group
  15. 15. research question methods findings Case Report 1: Collaborative Marketing Project
  16. 16. Is a collaborative model of benchmarking the marketing of electronic resources feasible?
  17. 17. METHODS
  18. 18. Strategy
  19. 19. FINDINGS
  20. 20. 48% 87% 3.3 Of those who had used the resource before, 82% learned something new
  21. 21. SEND ME
  22. 22. Case Report 2: Student Employee Project research question methods findings This project was completed in collaboration with David P. Kennedy (RAND Corporation)
  23. 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. 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. 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. 26. Free ListText to Cards Apple Pear 1 3Corn Banana 2 4
  27. 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. 28. Marie R. Kennedy Loyola Marymount University marie.kennedy@lmu.edu http://orgmonkey.net @orgmonkey
  29. 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)
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