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Marie R. Kennedy
@orgmonkey
Loyola Marymount University
Marketing Your Library’s
Electronic Resources
Marketing = Scary?
Marketing ≠ Scary
You’re not in this alone.
What’s
marketing?
http://orgmonkey.net/?p=1136
Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note...
REALLY
Dubicki, E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
academic staff as collection developers; collaboration;
collection policy; faculty/professionals as marketing tools;
phone...
project idea
research question
methods
findings
Is a collaborative model of benchmarking the
marketing of electronic resources feasible?
What’s
benchmarking?
METHODS
http://benchmarketing.wetpaint.com/page/Map+of+participants
53% of the participants do not have marketing/promotion/outrea...
http://benchmarketing.wetpaint.com
Strategy
measurement, assessment
survey + usage statistics
48%
87%
3.3
Of those who had used
the resource before, 82%
learned something new
0
4
8
11
15
usage statistics
13
4
14
increase same or decrease no data
SEND ME
academic staff as collection developers; collaboration;
collection policy; faculty/professionals as marketing tools;
phone...
I’m not ready
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
Marie R. Kennedy
Loyola Marymount University
marie.kennedy@lmu.edu
http://orgmonkey.net
@orgmonkey
Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New
York, NY.
Dubicki. E. (Ed.)(2008), Mar...
Image attributions:
Slide 2: http://www.flickr.com/photos/7883660@N05/466221141
Slide 10: http://www.flickr.com/photos/buzzf...
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
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Marketing Your Library's Electronic Resources (MSU LEETS presentation)

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As libraries continue to move more of their resources from print to the electronic format, the difficulty of promoting the use of that content has become apparent. The traditional promotional techniques for print resources, such as putting the new items on a “new book shelf” near the front door or keeping heavily used items at the reference desk, do not work for resources in an electronic format because there are no physical volumes to view. How, then, do libraries best connect their patrons to appropriate electronic resources? We’ll be talking about how you can get started right away with developing a marketing plan for electronic resources at your library.
Presented at the 2013 Mississippi State University Libraries eResource & Emerging Technologies Summit (http://blogs.library.msstate.edu/msuleets/)

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Transcript of "Marketing Your Library's Electronic Resources (MSU LEETS presentation)"

  1. 1. Marie R. Kennedy @orgmonkey Loyola Marymount University Marketing Your Library’s Electronic Resources
  2. 2. Marketing = Scary?
  3. 3. Marketing ≠ Scary You’re not in this alone.
  4. 4. What’s marketing?
  5. 5. http://orgmonkey.net/?p=1136 Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note,ALA, Chicago.
  6. 6. REALLY
  7. 7. Dubicki, E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
  8. 8. academic staff as collection developers; collaboration; collection policy; faculty/professionals as marketing tools; phone call/office visit; students as marketing tools; surveys; word of mouth; Blackboard; branding; email (external); email (internal); feedback forum; home/office; mascot; online social network; screen saver; usage statistics; Web page, customized; banners/posters; bookmarks; calendar; flyers/ brochures; giveaways; incentives; newsletter; newspaper alert; pins; postcards/letters/direct mail; FAQ; native language education; patron training (group); patron training (individual); slide show/demonstrations; staff training (group); staff training (individual); use guide
  9. 9. project idea research question methods findings
  10. 10. Is a collaborative model of benchmarking the marketing of electronic resources feasible?
  11. 11. What’s benchmarking?
  12. 12. METHODS
  13. 13. http://benchmarketing.wetpaint.com/page/Map+of+participants 53% of the participants do not have marketing/promotion/outreach as part of their formal job description
  14. 14. http://benchmarketing.wetpaint.com
  15. 15. Strategy
  16. 16. measurement, assessment survey + usage statistics
  17. 17. 48% 87% 3.3 Of those who had used the resource before, 82% learned something new
  18. 18. 0 4 8 11 15 usage statistics 13 4 14 increase same or decrease no data
  19. 19. SEND ME
  20. 20. academic staff as collection developers; collaboration; collection policy; faculty/professionals as marketing tools; phone call/office visit; students as marketing tools; surveys; word of mouth; Blackboard; branding; email (external); email (internal); feedback forum; home/office; mascot; online social network; screen saver; usage statistics; Web page, customized; banners/posters; bookmarks; calendar; flyers/ brochures; giveaways; incentives; newsletter; newspaper alert; pins; postcards/letters/direct mail; FAQ; native language education; patron training (group); patron training (individual); slide show/demonstrations; staff training (group); staff training (individual); use guide
  21. 21. I’m not ready
  22. 22. Know your patron Case study Survey Participant observation Cohort study Focus group
  23. 23. Know your patron Case study Survey Participant observation Cohort study Focus group
  24. 24. Know your patron Case study Survey Participant observation Cohort study Focus group
  25. 25. Know your patron Case study Survey Participant observation Cohort study Focus group
  26. 26. Know your patron Case study Survey Participant observation Cohort study Focus group
  27. 27. Marie R. Kennedy Loyola Marymount University marie.kennedy@lmu.edu http://orgmonkey.net @orgmonkey
  28. 28. Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY. Dubicki. E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E- Buzz! Kennedy, M.R. (2010),“Cycling through: Paths libraries take to marketing electronic resources”, paper presented at Library Assessment Conference, October 27, Baltimore MD, available at: http://digitalcommons.lmu.edu/librarian_pubs/3. Kennedy, M.R. (2011),“What are we really doing to market electronic resources?” Library Management,Vol. 32 No. 3, pp. 144-158. Kennedy, M.R. and LaGuardia, C. (2013), MarketingYour Library’s Electronic Resources:A How-To-Do-It Manual, Neal-Schuman/ALA, Chicago, IL. Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note,ALA, Chicago, IL.
  29. 29. Image attributions: Slide 2: http://www.flickr.com/photos/7883660@N05/466221141 Slide 10: http://www.flickr.com/photos/buzzfarmers/7318389106 Slide 13: http://emptybackfield.com/wp-content/uploads/2009/05/ girl_telling_a_secretjpg.jpeg Slide 17: http://www.isilm.com/development.html Slide 19: http://takeplayseriously.org/2013/04/11/cootie-catchers- oxygen-masks-the-adults-right-to-play/ Slide 21: http://www.flickr.com/photos/ 12023477@N05/3531718174 Slide 31: http://www.flickr.com/photos/ 94168846@N00/3386947788 Slide 33: http://www.flickr.com/photos/zooboing/5426098861/ Slide 35: http://www.flickr.com/photos/timothymorgan/4420821913/ Slide 56: http://www.flickr.com/photos/zooboing/5396960524/ Slide 63: http://www.flickr.com/photos/ambuj/345356294/
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