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.
An Intentional Conversation: Electronic Resources and Your Library Patrons
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
11. 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?”
36. Case Report 2: Student
Employee Project
research question
methods
findings
This project was completed in collaboration with
David P. Kennedy (RAND Corporation)
37. 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
38. 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
39.
40.
41. 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