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Importance of 'marketing digital collection'

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Importance of 'marketing digital collection' including a case study from Harvard
Christine Madsen

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Importance of 'marketing digital collection'

  1. 1. The importance of “marketing”digital collections: including acase study from Harvard Christine Madsen MjU Knowledge Consulting & 29 July 2009 | ALISS Oxford Internet Institute
  2. 2. 3 Part Presentation Tools for understanding markets In-link analysis Harvard Open Collections Program Case Study What did “marketing” do for us? Why is any of this important? What does this have to do academic libraries today?
  3. 3. Inlink Analysis‘Inlink’ = any link to a web site Measuring inlinks = citation analysis site A other sites [site A has 4 inlinks]
  4. 4. Deciphering ‘Impact’ Impact of digitisation on scholarship Impact of marketing on the success of projects
  5. 5. Inlink Study Comparing 289 sites
  6. 6. Inlink Software LexiURL Searcher http://lexiurl.wlv.ac.uk Yahoo Site Explorer https://siteexplorer.search.yahoo.com
  7. 7. The State of Digitisation:Inlink Analysis 1. http://www.gutenberg.org Project Gutenberg LC American 2. http://memory.loc.gov Memory 3. http://gallica.bnf.fr/ BNF Gallica 4. http://cdl.library.cornell.edu/moa/index.html of Cornell Making America Carnegie Mellon: 4% 5. http://www.ulib.org/ Million Book Collection 16%
  8. 8. The State of Digitisation:Inlink Analysis
  9. 9. The State of Digitisation: Inlink Analysis Reasons for dramatic curve? Used, but not linked to? Not used? Not found...
  10. 10. N=550 50%
  11. 11. The State of Digitisation:(Un)Awareness
  12. 12. The State of Digital Humanities:Inlink Analysis
  13. 13. Harvard Open Collections ProgramCase Study 3,196 inlinks 844 inlinks 26%
  14. 14. Inlinks over 1 year
  15. 15. Harvard Open Collections ProgramCase Study Goals to increase the availability and use of historical resources from Harvards libraries, archives and museums for teaching, learning, and research to offer a new model for digital collections that will benefit students and teachers around the world
  16. 16. Harvard Open Collections Program Case Study Selection Standards - Create comprehensive, topic-based digital collections by carefully selecting topics, andmaterials; Production Standards - Create digital surrogates that areboth faithful to the original publications and of such highquality that there will be no need for re-digitization byother institutions; Access Standards - Provide easy online access to digitalcollections within the Harvard community and around theworld.
  17. 17. Harvard Open CollectionsProgramCase Study
  18. 18. Harvard Open Collections Program Case Study Marketing [outreach] campaign Hiring an ‘outreach and evaluation coordinator.’ An email announcement campaign targeted at faculty, teachers, researchers, and librarians in relevant subject areas. Searching course syllabi and descriptions to compile a list of relevant courses, instructors, and institutions and contacting individual instructors to engage them in using materials. Contacting the creators of similar sites to ask if they would link to our site. A mailing of printed brochures to over 2,000 librarians in relevant subject areas with information included on how they could receive more brochures for their library. A monthly email newsletter letting users know what was new to the collections and including small case studies of our users. Press releases to media outlets. Full-page advertisements in conference publications and relevant journals.
  19. 19. Harvard Open Collections Program Case Study Target InternetNetworks Libraries/ Target Users Librarians Educators Researchers General Public Students “Trickle Down” Users 24
  20. 20. Harvard Open Collections ProgramCase Study
  21. 21. Harvard Open Collections Program Case Study ‘But that’s not our job’ Build it and they will come. Our job is to preserve We should be digitizing more... Entire campaign cost 2% of our project budget (approx $30,000USD)
  22. 22. Marketing in Libraries ‘But it is our job’ core function of academic libraries for 1,000 years = supporting scholarly communities  but those communities are moving onto the web it is STILL the core function of academic libraries to support these scholarly communities
  23. 23. So why does any of this matter? Ranganathan’s Five Laws of Library Science  Books are for use  Every reader, his or her book  Every book its reader  Save the time of the reader  A library is a growing organism
  24. 24. So why does any of this matter?“It is no wonder that, when the library has been extending its scope, changing its outlook and altering its very character and functions, there should not be adequate understanding among the public as to what has been going on.” 29
  25. 25. Marketing Matters Opportunity to re-define the role of Library  Understanding use  Forming a relationship with a community  Understanding impact 30
  26. 26. The Current Model “counted on indexing to save the day” “a universal identification, location, and access machine”
  27. 27. The Current Model 32
  28. 28. 33
  29. 29. The New Model Scholarship 34
  30. 30. The New Model scholarly communitiesInformation Library Knowledge
  31. 31. Marketing the Library… Not just the services Ranganathan’s Five Laws of Library Science  Books are for use  Every reader, his or her book  Every book its reader  Save the time of the reader  A library is a growing organism
  32. 32. Marketing library model => OnlineAcademic the Library… Not just the services BOOKS ARE FOR USE  “no rack shall be higher than what can be reached by a person of average height, while standing on the bare floor” ✓ don’t make it difficult for people to get to the materials ✓ build easy to use interfaces
  33. 33. Marketing library model => Online Academic the Library… Not just the services “The majority of readers do not know their requirements, and their interests take a definite shape only after seeing and handling a well-arranged collection of books” ✓ Build collections that can be easily navigated ✓ Allow for serendipitous discovery of materials
  34. 34. Marketing the Library… Academic library model => Online Not just the services “In no country where the concept, ‘BOOKS ARE FOR USE,’ has taken root in the Public Mind, will any library be allowed to close until the majority of humanity go to bed and cannot use it” ✓ build a stable infrastructure ✓ if users find a place ‘closed’ too many times, they will stop coming back
  35. 35. Marketing library model => Online Academic the Library… Not just the services “a library that is keen about its books being fully used will plant itself in the midst of its clientele” ✓ Market your library ✓ Understand your users ✓ Build and support a community
  36. 36. Marketing the Library… Not just the services“It is no wonder that, when the library has been extending its scope, changing its outlook and altering its very character and functions, there should not be adequate understanding among the public as to what has been going on.”
  37. 37. For more information TIDSR: The Toolkit for the Impact of Digitised Scholarly Resources http://microsites.oii.ox.ac.uk/tidsr/Thank you Thomas J. Michalak Megan Hurst Kathryn Eccles / Eric Meyer

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