Marie R. Kennedy                                       Loyola Marymount University                  This presentation repo...
INTRODUCTIONTuesday, April 10, 2012                  2
http://www.flickr.com/photos/pasukaru76/5964727769                          NO WHEEL.Tuesday, April 10, 2012               ...
What’s                          marketing?Tuesday, April 10, 2012                4
Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago, IL.         ...
Dubicki, E.I. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!Tuesday, April 10, 2012      ...
academic staff as collection developers; collaboration; collection      policy; faculty/professionals as marketing tools; ...
‣   Kennedy, Marie R. 2010. “What Are We Really Doing to Market        Electronic Resources?” Paper presented at the annua...
Tuesday, April 10, 2012   9
‣   Kennedy, Marie R. 2010. “Cycling Through: Paths Libraries Take to        Marketing Electronic Resources.” Paper presen...
Tuesday, April 10, 2012   11
Tuesday, April 10, 2012   12
http://orgmonkey.net/?p=1268Tuesday, April 10, 2012                              13
MAKE WHEEL TOGETHER?Tuesday, April 10, 2012                          14
PROJECT IDEA                                   research question                                       methods            ...
RESEARCH QUESTIONTuesday, April 10, 2012                       16
RESEARCH QUESTION            Is a collaborative model of benchmarking the marketing of                            electron...
What’s                          benchmarking?Tuesday, April 10, 2012                   18
BENCHMARKING                          1. Decide what to benchmark                          2. Plan the benchmark project  ...
Tuesday, April 10, 2012   20
‣   Kennedy, Marie R. 2011. “Collaborative Marketing for Electronic        Resources.” Library Hi Tech News 28(6): 22-24.T...
METHODSTuesday, April 10, 2012             22
Tuesday, April 10, 2012   23
Timeline                   1 (October 5-11, 2011) : Project description                   2 (October 12-18, 2011) : Curren...
http://benchmarketing.wetpaint.com/page/Map+of+participants           53% of the participants do not have marketing/promot...
http://benchmarketing.wetpaint.comTuesday, April 10, 2012                                        26
note: the next 8 slides have been removed from this                                                    archive file of the ...
FINDINGSTuesday, April 10, 2012              28
university           college        community college                                           3                         ...
THE E-MAILS                               http://www.flickr.com/photos/epublicist/3509141813/Tuesday, April 10, 2012       ...
QSR NVIVO 9Tuesday, April 10, 2012                 31
Tuesday, April 10, 2012   32
Tuesday, April 10, 2012   33
PERSONALITY                          ‣   sender status ranking (use of “I”)                          ‣   convincing rankin...
Tuesday, April 10, 2012   35
Tuesday, April 10, 2012   36
Tuesday, April 10, 2012   37
Tuesday, April 10, 2012   38
E-MAIL CHARACTERISTICS                          ‣   use of images                          ‣   type of tutorial           ...
images             no images                          40                          30                          20          ...
self-created          vendor-created                          40                          30                          20  ...
don’t know   HTML         rich text   plain text                          40                          30                  ...
MEASUREMENT, ASSESSMENT                          survey + usage statisticsTuesday, April 10, 2012                         ...
SURVEYTuesday, April 10, 2012            44
Tuesday, April 10, 2012   45
48%              Of those who had used                                the resource before, 82%                            ...
USAGE STATISTICSTuesday, April 10, 2012                      47
increase   same or decrease    no data                15                11                  8                             ...
LESSONS LEARNED                           Limitations + Future ResearchTuesday, April 10, 2012                            ...
DO E-MAIL CHARACTERISTICS PREDICT A                 HIGH RATE OF CONFIDENCE?                            DV=confidence rank ...
LIMITATIONS OF THIS PROJECT    ‣   results of benchmarking for this specific marketing strategy are        inconclusive (du...
FUTURE RESEARCH                            POSSIBILITIES    ‣   Yet to consider assessment data    ‣   Continue as working...
SUSTAINABILITY    “I had never really considered the importance of marketing to    library staff before, but I see now jus...
Institutions included in the analysis             Belmont University (Courtney Fuson)          Pennsylvania State Universi...
Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY.      Dubicki, E.I. (Ed.)(200...
Tuesday, April 10, 2012   56
Marie R. Kennedy                          Loyola Marymount University                            marie.kennedy@lmu.edu    ...
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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.

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Marie Kennedy, ER&L 2012 presentation

  1. 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. 2. INTRODUCTIONTuesday, April 10, 2012 2
  3. 3. http://www.flickr.com/photos/pasukaru76/5964727769 NO WHEEL.Tuesday, April 10, 2012 3
  4. 4. What’s marketing?Tuesday, April 10, 2012 4
  5. 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. 6. Dubicki, E.I. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!Tuesday, April 10, 2012 6
  7. 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. 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. 9. Tuesday, April 10, 2012 9
  10. 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. 11. Tuesday, April 10, 2012 11
  12. 12. Tuesday, April 10, 2012 12
  13. 13. http://orgmonkey.net/?p=1268Tuesday, April 10, 2012 13
  14. 14. MAKE WHEEL TOGETHER?Tuesday, April 10, 2012 14
  15. 15. PROJECT IDEA research question methods findingshttp://www.flickr.com/photos/timothymorgan/4420821913/Tuesday, April 10, 2012 15
  16. 16. RESEARCH QUESTIONTuesday, April 10, 2012 16
  17. 17. RESEARCH QUESTION Is a collaborative model of benchmarking the marketing of electronic resources feasible?Tuesday, April 10, 2012 17
  18. 18. What’s benchmarking?Tuesday, April 10, 2012 18
  19. 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. 20. Tuesday, April 10, 2012 20
  21. 21. ‣ Kennedy, Marie R. 2011. “Collaborative Marketing for Electronic Resources.” Library Hi Tech News 28(6): 22-24.Tuesday, April 10, 2012 21
  22. 22. METHODSTuesday, April 10, 2012 22
  23. 23. Tuesday, April 10, 2012 23
  24. 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. 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. 26. http://benchmarketing.wetpaint.comTuesday, April 10, 2012 26
  27. 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. 28. FINDINGSTuesday, April 10, 2012 28
  29. 29. university college community college 3 4 25Tuesday, April 10, 2012 29
  30. 30. THE E-MAILS http://www.flickr.com/photos/epublicist/3509141813/Tuesday, April 10, 2012 30
  31. 31. QSR NVIVO 9Tuesday, April 10, 2012 31
  32. 32. Tuesday, April 10, 2012 32
  33. 33. Tuesday, April 10, 2012 33
  34. 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. 35. Tuesday, April 10, 2012 35
  36. 36. Tuesday, April 10, 2012 36
  37. 37. Tuesday, April 10, 2012 37
  38. 38. Tuesday, April 10, 2012 38
  39. 39. E-MAIL CHARACTERISTICS ‣ use of images ‣ type of tutorial ‣ linked or embedded tutorial ‣ format of e-mailTuesday, April 10, 2012 39
  40. 40. images no images 40 30 20 26 10 6 0 use of images in the e-mailsTuesday, April 10, 2012 40
  41. 41. self-created vendor-created 40 30 20 29 10 0 3 type of tutorialTuesday, April 10, 2012 41
  42. 42. don’t know HTML rich text plain text 40 30 1 4 20 26 10 0 1 formatTuesday, April 10, 2012 42
  43. 43. MEASUREMENT, ASSESSMENT survey + usage statisticsTuesday, April 10, 2012 43
  44. 44. SURVEYTuesday, April 10, 2012 44
  45. 45. Tuesday, April 10, 2012 45
  46. 46. 48% Of those who had used the resource before, 82% learned something new 87% 3.3Tuesday, April 10, 2012 46
  47. 47. USAGE STATISTICSTuesday, April 10, 2012 47
  48. 48. increase same or decrease no data 15 11 8 14 13 4 4 0 usage statisticsTuesday, April 10, 2012 48
  49. 49. LESSONS LEARNED Limitations + Future ResearchTuesday, April 10, 2012 49
  50. 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. 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. 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. 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. 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. 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. 56. Tuesday, April 10, 2012 56
  57. 57. Marie R. Kennedy Loyola Marymount University marie.kennedy@lmu.edu http://orgmonkey.netTuesday, April 10, 2012 57
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