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Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
Marie Kennedy, ER&L 2012 presentation
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Marie Kennedy, ER&L 2012 presentation

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This presentation reports on the results of an international collaborative project with 100 libraries to benchmark the marketing of electronic resources.

This presentation reports on the results of an international collaborative project with 100 libraries to benchmark the marketing of electronic resources.

Published in: Education, Technology, Business
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  • 1. Marie R. Kennedy Loyola Marymount University This presentation reports on the results of an international collaborative project with 100 libraries to benchmark the marketing of electronic resources. I will describe the impetus for the project, the project planning, the execution and results of this effort. The talk will highlight the collaborative aspect of the project. Presented at the annual conference of Electronic Resources & Libraries, Austin TX 2012Tuesday, April 10, 2012 1
  • 2. INTRODUCTIONTuesday, April 10, 2012 2
  • 3. http://www.flickr.com/photos/pasukaru76/5964727769 NO WHEEL.Tuesday, April 10, 2012 3
  • 4. What’s marketing?Tuesday, April 10, 2012 4
  • 5. Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago, IL. http://orgmonkey.net/?p=1136Tuesday, April 10, 2012 5
  • 6. Dubicki, E.I. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!Tuesday, April 10, 2012 6
  • 7. 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 guideTuesday, April 10, 2012 7
  • 8. ‣ Kennedy, Marie R. 2010. “What Are We Really Doing to Market Electronic Resources?” Paper presented at the annual conference of Electronic Resources and Libraries. Austin, TX. ‣ Kennedy, Marie R. 2011. “What Are We Really Doing to Market Electronic Resources?” Library Management 32(3): 144-158.Tuesday, April 10, 2012 8
  • 9. Tuesday, April 10, 2012 9
  • 10. ‣ Kennedy, Marie R. 2010. “Cycling Through: Paths Libraries Take to Marketing Electronic Resources.” Paper presented at the Library Assessment Conference. Baltimore, MD [included in conference proceedings at http://libraryassessment.org/bm~doc/proceedings- lac-2010.pdf].Tuesday, April 10, 2012 10
  • 11. Tuesday, April 10, 2012 11
  • 12. Tuesday, April 10, 2012 12
  • 13. http://orgmonkey.net/?p=1268Tuesday, April 10, 2012 13
  • 14. MAKE WHEEL TOGETHER?Tuesday, April 10, 2012 14
  • 15. PROJECT IDEA research question methods findingshttp://www.flickr.com/photos/timothymorgan/4420821913/Tuesday, April 10, 2012 15
  • 16. RESEARCH QUESTIONTuesday, April 10, 2012 16
  • 17. RESEARCH QUESTION Is a collaborative model of benchmarking the marketing of electronic resources feasible?Tuesday, April 10, 2012 17
  • 18. What’s benchmarking?Tuesday, April 10, 2012 18
  • 19. BENCHMARKING 1. Decide what to benchmark 2. Plan the benchmark project 3. Understand your own performance 4. Learn from the data 5. Use the findings Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY.Tuesday, April 10, 2012 19
  • 20. Tuesday, April 10, 2012 20
  • 21. ‣ Kennedy, Marie R. 2011. “Collaborative Marketing for Electronic Resources.” Library Hi Tech News 28(6): 22-24.Tuesday, April 10, 2012 21
  • 22. METHODSTuesday, April 10, 2012 22
  • 23. Tuesday, April 10, 2012 23
  • 24. Timeline 1 (October 5-11, 2011) : Project description 2 (October 12-18, 2011) : Current market 3 (October 19-25, 2011) : SWOT analysis 4 (October 26-November 1, 2011) : Target market 5 (November 2-8, 2011) : Goals 6 (November 9-15, 2011) : Strategies 7 (November 16-22) : Action plan (holiday break) 8 (December 7-13, 2011) : Draft e-mails, choose dates to send them (holiday break) 9-12 (January 2012) : Send e-mail #1, send e-mail #2 13 (February 1-7, 2012) : Generate survey for assessment 14 (February 8-14, 2012) : Gather usage statistics 15 (February 15-21, 2012) : Measurement 16 (February 22-28, 2012) : AssessmentTuesday, April 10, 2012 24
  • 25. http://benchmarketing.wetpaint.com/page/Map+of+participants 53% of the participants do not have marketing/promotion/ outreach as part of their formal job descriptionTuesday, April 10, 2012 25
  • 26. http://benchmarketing.wetpaint.comTuesday, April 10, 2012 26
  • 27. note: the next 8 slides have been removed from this archive file of the presentation so the file size could be reduced. They look just like this one, with circles around the other components of a marketing cycle. Kotler and Keller, 2006Tuesday, April 10, 2012 27
  • 28. FINDINGSTuesday, April 10, 2012 28
  • 29. university college community college 3 4 25Tuesday, April 10, 2012 29
  • 30. THE E-MAILS http://www.flickr.com/photos/epublicist/3509141813/Tuesday, April 10, 2012 30
  • 31. QSR NVIVO 9Tuesday, April 10, 2012 31
  • 32. Tuesday, April 10, 2012 32
  • 33. Tuesday, April 10, 2012 33
  • 34. PERSONALITY ‣ sender status ranking (use of “I”) ‣ convincing ranking (use of “help” and “please”) ‣ collaboration ranking (use of “we” and “our”) ‣ positivity ranking (use of “!”)Tuesday, April 10, 2012 34
  • 35. Tuesday, April 10, 2012 35
  • 36. Tuesday, April 10, 2012 36
  • 37. Tuesday, April 10, 2012 37
  • 38. Tuesday, April 10, 2012 38
  • 39. E-MAIL CHARACTERISTICS ‣ use of images ‣ type of tutorial ‣ linked or embedded tutorial ‣ format of e-mailTuesday, April 10, 2012 39
  • 40. images no images 40 30 20 26 10 6 0 use of images in the e-mailsTuesday, April 10, 2012 40
  • 41. self-created vendor-created 40 30 20 29 10 0 3 type of tutorialTuesday, April 10, 2012 41
  • 42. don’t know HTML rich text plain text 40 30 1 4 20 26 10 0 1 formatTuesday, April 10, 2012 42
  • 43. MEASUREMENT, ASSESSMENT survey + usage statisticsTuesday, April 10, 2012 43
  • 44. SURVEYTuesday, April 10, 2012 44
  • 45. Tuesday, April 10, 2012 45
  • 46. 48% Of those who had used the resource before, 82% learned something new 87% 3.3Tuesday, April 10, 2012 46
  • 47. USAGE STATISTICSTuesday, April 10, 2012 47
  • 48. increase same or decrease no data 15 11 8 14 13 4 4 0 usage statisticsTuesday, April 10, 2012 48
  • 49. LESSONS LEARNED Limitations + Future ResearchTuesday, April 10, 2012 49
  • 50. DO E-MAIL CHARACTERISTICS PREDICT A HIGH RATE OF CONFIDENCE? DV=confidence rank IV=sender status rank, convincing rank, collaboration rank, positivity rank, images in e-mail, type of tutorial, linked or embedded tutorial, format of e-mailTuesday, April 10, 2012 50
  • 51. LIMITATIONS OF THIS PROJECT ‣ results of benchmarking for this specific marketing strategy are inconclusive (due to too few survey responses?) ‣ model doesn’t scale with one leader ‣ 16 weeks is a long project, leading to attritionTuesday, April 10, 2012 51
  • 52. FUTURE RESEARCH POSSIBILITIES ‣ Yet to consider assessment data ‣ Continue as working groups, with those who completed this project as team leaders of their own groups ‣ The model of collaboration related to benchmarking marketing is possible using a wiki/e-mail format ‣ Possible that future increased survey responses would give us enough dataTuesday, April 10, 2012 52
  • 53. SUSTAINABILITY “I had never really considered the importance of marketing to library staff before, but I see now just how critical it is to make sure we market resources internally.” - jsholman http://libguides.uwlax.edu/DBtraining TIMING “I do not have a plan in place BUT the summer could be ideal to go through steps and be ready for the fall” - turkishvan13 CHOOSING A STRATEGY “Email is too easily buried and forgotten. We have more success with in-person demonstrations, such as brown bag lunch and learns or attending team meetings. Our staff want to learn more about all the resources we provide, and they get more out of watching demonstrations and asking questions.” - lauraedwardsTuesday, April 10, 2012 53
  • 54. Institutions included in the analysis Belmont University (Courtney Fuson) Pennsylvania State University (Nancy Adams) Bethel University (Carole Cragg) Rockhurst University (Jennifer Peters) Coconino Community College (Estelle Pope) Roger Williams University (Susan McMullen) College of Saint Elizabeth (Amy Schleigh Hayes) Seneca College (Dan Michniewicz) Columbus State University (Jacqueline Radebaugh) South Dakota State University (Linda Kott) Dominican University (Margaret Heller) University of Baltimore (Natalie Burclaff) Duquesne University (Melodie Frankovitch) University of Connecticut (Galadriel Chilton) Eastern Kentucky University (Laura Edwards) University of Dayton (Katy Kelly) Fontbonne University (Jane Theissen) University of Evansville (Kathy Bartelt) Francis Marion University (Tammy Ivins) University of North Dakota (Lisa Martin) Georgia College (Jolene Wertz) University of Wisconsin-La Crosse (Jenifer Holman) Ithaca College (Calida Barboza) Washburn University (Lori Fenton) Langara College (Emma Lawson) Washington University-St. Louis (Rudolph Clay) Loras College (Kristen Smith) West Virginia University (Linda Blake) Mesa Community College (Janell Alewyn) Western Carolina University (Kristin Calvert) Midwestern State University (Andrea L. Williams) Wilkes University (Kristin Pitt)Tuesday, April 10, 2012 54
  • 55. Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY. Dubicki, E.I. (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. (2012), Marketing Your Library’s Electronic Resources: A How-To- Do-It Manual, Neal-Schuman/ALA, Chicago, IL. Kotler, P. and Keller, K. (2006), Marketing Management, 12th ed. Pearson Prentice Hall, Upper Saddle River, NJ. Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago, IL.Tuesday, April 10, 2012 55
  • 56. Tuesday, April 10, 2012 56
  • 57. Marie R. Kennedy Loyola Marymount University marie.kennedy@lmu.edu http://orgmonkey.netTuesday, April 10, 2012 57

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