Always onestep ahead!Always one step ahead!MarkeforingMarketing t librariesstrategiesfor libraries            1
StadtBibliothekKöln                  Cologne                  1.000.000 inhabitants                  about 50 % of the chi...
3
The Library System                     4
Crime Novels in the Subway                             Krimiautomat                                       5
The Basics of Advocacy•     Commitment of all colleagues•     Being widely accepted•     Developing a strategy            ...
Politicians & Public•  Dont complain!•  Spread positive news!•  Surprise! Do the unexpected!•  Present your regular work  ...
What is Customer Orientation?           CustomerProducts          StaffServices                                8
Corporate Behaviour & Corporate Culture                                     9
Why do we need customer orientation?Satisfied                          Dissatisfiedcustomers                          cust...
DIALOGUE           11
Special Customer Service                                               12                c: UB Marburg (Heike Heuser)
How to deal with rules…                          13
Selfservice and 24/7 Service                                           14Radio Frequency Identification
Once upon a time…                    15
Complaint management:the conventional and the virtual wayof doing it                                       16
Statistics Complaint Management                     questions 4 %                                     criticism 44 %sugges...
BrandingIt‘s the first impression        that counts!                            18
First impression                   19
ImageThe overall impression which a majority of people haveof the library                       or                        ...
Some features of the image•  Can only be changed in the long run•  Is based on emotions                                   ...
Thats how it shouldnt be…                              22
The basis for a good image  •  Competence  •  Reliability  •  Prestige  •  Unique features                             23
How can we improve our image?  •  Having a clear service profile  •  Being customer-oriented                              ...
Halo-EffectThe overall impression which a person or a thing makeson others is dominated by a single positive feature      ...
Inspire people with your enthusiasm!Make the citizens regard the library as              THEIRlibrary and make them feel p...
The question is not:  How do we get support or attention?                 BUTHow can we interest other people in our      ...
…Install „think tanks“…Develop new services…Look for partners and support…Work proactively  When other libraries  begin to...
The Library as a Public Space
A library is more than books…                         30
The Café    31
Mediapool and Makerspace                    32
New Technologies and Programs                         33
E-Reader & Tablets                     34
With an App toour app to our e-books …          With the eBook…                                  35
e-library: anytime and anywhere                           36
Web2.0 - Marketing
geeks@cologneEvents abouttechnology andwebculture                 38
New Programs for Young Adults                         39
This is a Library…Science Slam in the CPL
41
42
43
44
geeks@cologne 2013•  Twitter-Reading-Event•  Movie-Night   (postproduction, special effects with local companies)•  Space-...
iPad - Programs           46
Multimedia Projects             Link Slideshow
Gaming Zone in the Teenage Library                              48
Different Furniture for Kids!                         49
Games, Games, Girls… in our Junior Library                   50
Easymotion - Silver Gamers                      51
Thank you for your attention!      Maráming salamathannelore.vogt@stadt-koeln.de   52
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Hannelore Vogt

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Presented at International Conference of Asian Special Libraries, Manila, 10-12 April 2013

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Hannelore Vogt

  1. 1. Always onestep ahead!Always one step ahead!MarkeforingMarketing t librariesstrategiesfor libraries 1
  2. 2. StadtBibliothekKöln Cologne 1.000.000 inhabitants about 50 % of the children and young people have an immigrant background 70.000 students 2
  3. 3. 3
  4. 4. The Library System 4
  5. 5. Crime Novels in the Subway Krimiautomat 5
  6. 6. The Basics of Advocacy•  Commitment of all colleagues•  Being widely accepted•  Developing a strategy 6
  7. 7. Politicians & Public•  Dont complain!•  Spread positive news!•  Surprise! Do the unexpected!•  Present your regular work in a different way… 7
  8. 8. What is Customer Orientation? CustomerProducts StaffServices 8
  9. 9. Corporate Behaviour & Corporate Culture 9
  10. 10. Why do we need customer orientation?Satisfied Dissatisfiedcustomers customerstell up to 3 talk to 10-12persons persons aboutabout their their negativepositive experiencesexperiences 10
  11. 11. DIALOGUE 11
  12. 12. Special Customer Service 12 c: UB Marburg (Heike Heuser)
  13. 13. How to deal with rules… 13
  14. 14. Selfservice and 24/7 Service 14Radio Frequency Identification
  15. 15. Once upon a time… 15
  16. 16. Complaint management:the conventional and the virtual wayof doing it 16
  17. 17. Statistics Complaint Management questions 4 % criticism 44 %suggestion 29 % praise 23 % 17
  18. 18. BrandingIt‘s the first impression that counts! 18
  19. 19. First impression 19
  20. 20. ImageThe overall impression which a majority of people haveof the library or 20
  21. 21. Some features of the image•  Can only be changed in the long run•  Is based on emotions 21
  22. 22. Thats how it shouldnt be… 22
  23. 23. The basis for a good image •  Competence •  Reliability •  Prestige •  Unique features 23
  24. 24. How can we improve our image? •  Having a clear service profile •  Being customer-oriented 24
  25. 25. Halo-EffectThe overall impression which a person or a thing makeson others is dominated by a single positive feature 25
  26. 26. Inspire people with your enthusiasm!Make the citizens regard the library as THEIRlibrary and make them feel proud of it! 26
  27. 27. The question is not: How do we get support or attention? BUTHow can we interest other people in our ideas and our work? Augustinus 27
  28. 28. …Install „think tanks“…Develop new services…Look for partners and support…Work proactively When other libraries begin to plan, we have already made mistakes! 28
  29. 29. The Library as a Public Space
  30. 30. A library is more than books… 30
  31. 31. The Café 31
  32. 32. Mediapool and Makerspace 32
  33. 33. New Technologies and Programs 33
  34. 34. E-Reader & Tablets 34
  35. 35. With an App toour app to our e-books … With the eBook… 35
  36. 36. e-library: anytime and anywhere 36
  37. 37. Web2.0 - Marketing
  38. 38. geeks@cologneEvents abouttechnology andwebculture 38
  39. 39. New Programs for Young Adults 39
  40. 40. This is a Library…Science Slam in the CPL
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. geeks@cologne 2013•  Twitter-Reading-Event•  Movie-Night (postproduction, special effects with local companies)•  Space-Night•  Manga- and Comic-Events•  Girl Geek Dinner•  Gadget-Evening 45
  46. 46. iPad - Programs 46
  47. 47. Multimedia Projects Link Slideshow
  48. 48. Gaming Zone in the Teenage Library 48
  49. 49. Different Furniture for Kids! 49
  50. 50. Games, Games, Girls… in our Junior Library 50
  51. 51. Easymotion - Silver Gamers 51
  52. 52. Thank you for your attention! Maráming salamathannelore.vogt@stadt-koeln.de 52

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