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Marketing e-Resources: Adequate Tools to Increase Usage

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Academic libraries marketing tools to increase databases usage

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Marketing e-Resources: Adequate Tools to Increase Usage

  1. 1. Marketing e-Resources: Adequate Tools to Increase Usage Houeida Kammourié-Charara InfoCommons Librarian Lebanese American University & Samar Kai-Kiwan Electronic Collections Librarian Holy Spirit University of Kaslik ProQuest Library Day in Lebanon Lebanese American University June 2nd 2015 #PQDAYLB
  2. 2. Agenda  Who is my competitor?  What is Marketing?  Who does Marketing in my library?  Marketing your library  Lebanese Libraries’ experience  Marketing Steps to increase databases usage  Librarians’ problems & Realistic tips  What we have learned
  3. 3. Who is my competitor?
  4. 4. In the mind of our users
  5. 5. Libraries are spending BIG parts of their budgets on their electronic resources They NEED to make them visible and increase their usage They need to know where to reach their patrons and how to transmit the message
  6. 6. Important Facts Socializing Mobile/ Tablet migration Technology Growth Most users own a smartphone or a tablet Users are less impressed Users spend most of their times on social media
  7. 7. Marketing Outreach Public Relations
  8. 8. Defining Outreach/Marketing/PR Carter & Seaman (2011) identified two categories of outreach: Services and the promotion of services. Services include:  (1) any assistance with research or information,  (2) the resources available at a library, and  (3) library facilities. Promotion of services involves marketing or the use of public relations techniques to promote these services, resources, and facilities.
  9. 9. Marketing Cycle Project Description Current Market SWOT Analysis Target Market Goals & Objectives Strategies Action Plan Measurement Assessment (Kennedy, M.R. 2011, p. 22)
  10. 10. Marketing Mix: the 4 P’s Product Place Price Promotion “Marketing requires a critical analysis of the marketing mix (the 4Ps: product, place, price, and promotion) to identify the nature, features, benefits, and value of the products to the customer” (Ohio Library Foundation).
  11. 11. 4P’s application in Libraries by Dubicki (2008)  Product: providing information services to patrons, i.e., e-resources.  Price: convenience and ease of use that patrons’ experience when using e-resources.  Place: or channel that libraries have for delivering e- resources, i.e., online access via the library’s website.  Promotion: techniques used for communicating e- resources features and benefits to library users.
  12. 12. Who does the Marketing? No statistics available re library personnel involvement with marketing in Lebanon. As far as we know no one has this in their job description. Most librarians have no training in marketing. Need for skilled staff in areas of marketing and promotion. WHAT ABOUT YOU?
  13. 13. Marketing Your Library Know what your ambition is: Increasing the usage of ProQuest Central by 20% in the next 12 months, etc. Putting some numbers will focus the mind immediately. “If you say you want to grow 30% over the next “X” number of years, that’ll certainly focus your mind on the marketing”(Potter, 2012).
  14. 14. LAU’s experience In a survey conducted by the Office of Institutional Research and Assessment at LAU re students’ use of the university website (2013) :  93% visited the website to perform a student related task  77% to acquire new information or obtain clarifications  67% to check their LAU webmail  52% to search the online library resources  33% to check the latest news and activities on campus. Target can be to increase the 52 to 65% in one year
  15. 15. Steps  Marketing Plan  Understanding library users  Creating the message  Spreading the word  Evaluation
  16. 16. Development of a Marketing Plan (inspired by Fry, 2014)  Prepare budget and secure funding to cover your plan.  Define marketing goals that are quantifiable and set strategies for achieving them.  Create a calendar or timeline.  Incorporate input from library staff and users.  Identify relevant e-resources to promote.  Describe target groups.  Highlight library e-resources to target groups.  Seek experts help for your artwork.  Plan how to monitor outcomes.  Assess effectiveness using statistics. Most of the libraries do not usually include funding specifically for marketing.
  17. 17. Steps  Marketing Plan  Understanding library users  Creating the message  Spreading the word  Evaluation
  18. 18. Put yourself in your patrons’ shoes Case study/Survey/Behavioral Observation/Focus Group/ ONLINE BEHAVIOR T O O L S
  19. 19. Understanding user behavior Be where your patrons are !!!
  20. 20. Segmentation of users Every library doing marketing, should start with user segmentation:  “Choose one group of people you fully understand in terms of what they value, how they use your resources, what their outcomes are”  “Your planning should be driven by segments rather than the library as a whole”(Potter, 2012), because it’s the differences that matter rather than the similarities. “There’s a phrase about how you can lead a horse to water but you can’t make it drink. The real trick is to make the horse thirsty, then take it to the water”.
  21. 21. Steps  Marketing Plan  Understanding library users  Creating the message  Spreading the word  Evaluation
  22. 22. Reflect your library identity  Use your institution’s logo  Use your library slogan e.g. LAU Libraries Your Space
  23. 23. Make your message appealing  Don’t send “boring” messages  Use images rather than words  Find Library staff with graphic design skills, or  Seek the help of your university Marketing Dept., or  Simply: Outsource artwork
  24. 24. Direct Message  Make your email personal  Simplify your message  Prioritize your messages  Use different access points to the same resource  Consider subject and timing “Always think to influence an influencer by word of mouth”
  25. 25. Writing an advertisement 1. The basics 2. The headline 3. Illustrations 4. Body copy 5. Response mechanisms 6. Check your advertisement 7. Artwork 8. Free help http://www.icaew.com/~/media/Files/Library/collections/online- resources/briefings/directors-briefings/MA10WRIT.pdf
  26. 26. Steps  Marketing Plan  Understanding library users  Creating the message  Spreading the word  Evaluation
  27. 27. Marketing Techniques  Marie Kennedy (2011), identified 4 categories of marketing techniques used in university libraries:  Human interaction  e‐communication  Physical items  Training The most popular technique in university libraries is patron training.
  28. 28. Human interaction Techniques
  29. 29. e‐communications Techniques
  30. 30. Physical Medium Techniques
  31. 31. Training Techniques
  32. 32.  Libraries do not choose to market consistently with one category of techniques over another, but rather choose from all of them.
  33. 33. Messages prepared by Librarians with NO Graphic Design background
  34. 34. Library website  Revamp the webpage if needed  Make your e-resources page attractive  Use your library homepage to advertise
  35. 35. Are you using this to market your e-resources?  A–Z list of databases?  Subject list databases?  Loading eBooks’ MARC records into library OPAC?
  36. 36. Are you using this to market your e-resources? Humm!! This is NOT marketing  A–Z list of databases?  Subject list databases?  Loading eBooks’ MARC records into library OPAC?
  37. 37. e-Resources Visibility Website Trainings LibGuides Library Events Discovery Tool
  38. 38. Library events  Venues and library-sponsored events  Exhibits  Art shows  Receptions  Bringing in Speakers  Storytelling  Themed Workshops  Library Open House or Open Day
  39. 39. LibGuides  Library guides are used for the promotion of e-resources.  Databases are listed in subject guides.
  40. 40. http://proquest.libguides.com/home
  41. 41. http://subjectguides.esc.edu/proquest
  42. 42. Social Media  Libraries use Social Media, such as Facebook, to promote services and resources (i.e., databases).  Few libraries have also used Facebook ads (Fry, 2014) for the same purpose Don’t use social media as broadcasting platform only: Make it interactive !!!  Start a conversation about the new resource and seek patrons feedback.
  43. 43. Steps  Marketing Plan  Understanding library users  Creating the message  Spreading the word  Evaluation
  44. 44. Evaluation / Assessment Evaluation is part of the cycle of marketing. It is an ongoing process, not just at the end of the campaign.  Gather feedback  Ensure you are reaching the intended audience  Analyze your usage statistics (compare multi- years)
  45. 45. The worst things that can happen  Bad or negative feedback  Underused resource  Marketing campaign didn’t reach the intended audience
  46. 46. Recommended Fix  Bad or negative feedback  Underused resource  Marketing campaign didn’t reach the intended audience Re-evaluate the marketing strategy and apply needed change immediately Do it
  47. 47. Recommended Fix  Bad or negative feedback  Underused resource  Marketing campaign didn’t reach the intended audience Check the reasons and fix them:  Barriers to use  Name changes  Unreliability  Type of content  Product needs enhancement
  48. 48. Recommended Fix  Bad or negative feedback  Underused resource  Marketing campaign didn’t reach the intended audience Re-evaluate your marketing plan: did you study your target audience before the campaign? Try different ways to reach your audience. Involve resource providers (trainings, webinars, promotional materials…)
  49. 49. Librarians’ problems & Realistic tips
  50. 50. Problems Writing a marketing plan is boring NO time for Marketing I have NO budget
  51. 51. Realistic tips (inspired by Kassel, 2002)  Make it part of your daily routine. Let it become a way of thinking.  It can be low cost or sophisticated: work with your budget or get sponsors to help you.  Involve your library staff: create a committee to draft your marketing plan.  Involve your users in the plan and the process.
  52. 52. Conclusion  While many factors can affect the use of resources, examining usage statistics closely remains a meaningful way to assess the effectiveness of marketing and promotional activities.  The implementation of a solid marketing plan is a must  Move away from a ‘library as place’ marketing mindset.
  53. 53. References Carter, T. M., & Seaman, P. (2011). The management and support of outreach in academic libraries. Reference & User Services Quarterly, 51(2), 163-171. Retrieved from http://search.proquest.com/docview/912813276?accountid=27870 Dubicki, E.I. (2008). Marketing and Promoting Electronic Resources: Creating the E-Buzz. Haworth Press, Binghamton, NY, USA. Fry, A. (2014). The biggest winner: Using statistics to assess the effectiveness of an E-resources promotional campaign. Journal of Electronic Resources Librarianship, 26(1), 1-16. doi:10.1080/1941126X.2014.877330 Kassel, A. (2002). Marketing: Realistic Tips. Information Outlook, 6(11), 6-8. Kennedy, M. R. (2011). Collaborative marketing for electronic resources. Library Hi Tech News, 28(6), 22-24. doi:10.1108/07419051111173892 Kennedy, M. (2011). What are we really doing to market electronic resources? Library Management, 32(3), 144- 158. doi:10.1108/01435121111112862 Kennedy, M. (2013). Marketing Your Library's Electronic Resources (MSU LEETS presentation) http://www.slideshare.net/orgmonkey/kennedy2013-leets King, D. (2008). Many libraries have gone to federated searching to win users back from google. is it working? Journal of Electronic Resources Librarianship, 20(4), 213-227. doi:10.1080/19411260802554520
  54. 54. References Ohio Library Foundation (2008). Marketing the Library. Noack, J. (Ed.). Retrieved from http://www.olc.org/marketing/index.html Potter, N. (2012). Marketing your library. American Libraries, 43(11), 50-52. Retrieved from http://search.proquest.com/docview/1223377185?accountid=27870 Potter, N. (2013). Marketing Libraries: What the not-for-profits can learn from the lots-of- profits https://www.youtube.com/watch?v=xWyJB4mZL6k Shuling, W. (2007). Investigation and analysis of current use of electronic resources in university libraries. Library Management, 28(1), 72-88. doi:10.1108/01435120710723563 Thomas, D., Davidson, C., Kyrillidou, M., & Plum, T. (2012). Measuring use of licensed electronic resources. Library Management, 33(6), 374-388. doi:10.1108/01435121211266195 Useful websites: @my library campaign http://www.ala.org/advocacy/advleg/publicawareness/campaign@yourlibrary/prtools/downloadlog os/download_logos Writing an advertisement http://www.icaew.com/~/media/Files/Library/collections/online- resources/briefings/directors-briefings/MA10WRIT.pdf
  55. 55. Image Attributions Slide 4 http://i1321.photobucket.com/albums/u555/polkadotlessonplans/imwondering_zpse4c3ac5a.png Slide 6 http://www.123rf.com/photo_9033827_research-magnifying-glass-over-background-with-different-association- terms-vector-illustration.html http://moodlemid.ucps.k12.nc.us/course/view.php?id=767 http://www.thebooksamaritan.com Slide 15 http://www.clipartbest.com/cliparts/aTq/e4K/aTqe4KKbc.png Slide 20 http://www.themaritzinstitute.com/peoplecenteredbusinessblog/science-based-design/1-perspective-taking-put- shoes-participant/ http://www.falibo.com/video/1979/Common-Expressions--To-be-in-a-persons-shoes http://naldzgraphics.net/tips/how-to-have-designer-mindset/ http://ideascrossroads.com/tag/motivation/ Slide 24 http://www.ala.org/advocacy/advleg/publicawareness/campaign@yourlibrary Slide 52 http://thethoughtgardener.com/how-to-focus-on-solutions-not-problems/ Slide 54 http://www.sheknows.com/living/articles/816386/5-tips-for-encouraging-kids-to-eat-healthy-1
  56. 56. THANK YOU houeida.charara@lau.edu.lbsamarkai@usek.edu.lb

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