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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 ...

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

  • 1. Marie R. Kennedy @orgmonkey Loyola Marymount University Marketing Your Library’s Electronic Resources
  • 2. Marketing = Scary?
  • 3. Marketing ≠ Scary You’re not in this alone.
  • 4. What’s marketing?
  • 5. http://orgmonkey.net/?p=1136 Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note,ALA, Chicago.
  • 6. REALLY
  • 7. Dubicki, E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
  • 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. project idea research question methods findings
  • 10. Is a collaborative model of benchmarking the marketing of electronic resources feasible?
  • 11. What’s benchmarking?
  • 12. METHODS
  • 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. http://benchmarketing.wetpaint.com
  • 15. Strategy
  • 16. measurement, assessment survey + usage statistics
  • 17. 48% 87% 3.3 Of those who had used the resource before, 82% learned something new
  • 18. 0 4 8 11 15 usage statistics 13 4 14 increase same or decrease no data
  • 19. SEND ME
  • 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. I’m not ready
  • 22. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 23. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 24. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 25. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 26. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 27. Marie R. Kennedy Loyola Marymount University marie.kennedy@lmu.edu http://orgmonkey.net @orgmonkey
  • 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. 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/