This information underpins a strong marketing plan<br />Market analysis<br />Messages<br />Channels?<br />Performance?<br ...
The challenge...<br />Understanding the impact of JISC services on the UK knowledge economy<br />
We can understand<br />Using audience research to drive engagement<br />Perceptions. Value. USPs. Benefits…<br />
Benefits drive engagement (a.k.a. sales)<br />Not features…<br />
 Right now we only have a partial and skewed picture<br />
 Collecting meaningful web stats is an increasingly refined art<br />
And there is a great deal those stats can’t tell us<br />Understanding impact & value means rethinking performance<br />
Who exactly is using our services?<br />How much are we penetrating the market?<br />How much do users value services?<br ...
How we did it:<br /><ul><li> On a shoestring!
 Following JISC </li></ul>guidelines<br /><ul><li> Online surveys (3 wks)
 Focus on role & </li></ul>perceived value<br /><ul><li> Follow-up interviews</li></li></ul><li>The polite, insistent appr...
But there are some holes in this method…<br />
19th Century Middle Eastern Studies<br />Comparative Law<br />History of Manufacturing<br />History of Telematics<br />Arc...
These services contribute by:<br />Acting as trusted & authoritative sources<br />Saving time, money, and duplication of e...
We can understand<br />Let’s get back to the warm and fuzzy stuff<br />Benefits drive engagement<br />
Benefits drive engagement (a.k.a. sales)<br />Not features…<br />
These are not ‘benefits’…<br />Cross search of 183 archives!<br />Web 2.0 functionality!<br />Interoperability!<br />Linke...
Nor are these, really<br />A simple and convenientcross search<br />Flexible web 2.0 functionality that supports personali...
It is difficult to see the Mimas wood because all the product trees are currently standing in the way – some of which are ...
A single point of access to the 23, 078 descriptions of archives held in 189 UK repositories. At present these are at prim...
What our users told us<br />
The Archives Hub  offers many benefits to users and kindred spirits, for example… <br />
The possibility to scan the archival landscape instantly and decide in what direction your project needs to go…<br />
The possibility to discover undiscovered sources, and create new knowledge, furthering your career…<br />
The possibility to become a more technically savvy archivist, recognised & valued by your institution<br />
There’s a lot more to do…<br />
We need to learn to sell the benefits of serendipity<br />
“One of the things I like about Zetoc is the serendipitous thing of having these table of contents delivered. You will com...
“I think it’s a unique first step into a whole network of all sorts of possibilities.  Not just the high-tech ones and the...
And the real-world benefits of saving time<br />
“My time is everything. It’s at a premium. I would not have the ability to wade through journals in vastly diverse subject...
And the real-world benefits of being up-to-date<br />
“Without it, I probably couldn’t have included the most up-to-date research or found historical research”<br />“It’s about...
“The alerts have enlightened me on many topics. <br />I can feel so much more confident that I am up to date.” <br />
Next steps<br />More market analysis<br />Develop marketing strategy<br />Target audiences.  Messages.  Channels… <br />Pe...
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Beyond Usage Stats (Or, demonstrating value & marketing services when you have no money)

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Presentation for the 2011 International Internet Librarian Conference.

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Beyond Usage Stats (Or, demonstrating value & marketing services when you have no money)

  1. 1. This information underpins a strong marketing plan<br />Market analysis<br />Messages<br />Channels?<br />Performance?<br />Beyond Usage Stats<br />Or, demonstrating value & marketing services when <br />you have no money….<br />joy.palmer@manchester.ac.uk<br />
  2. 2. The challenge...<br />Understanding the impact of JISC services on the UK knowledge economy<br />
  3. 3. We can understand<br />Using audience research to drive engagement<br />Perceptions. Value. USPs. Benefits…<br />
  4. 4. Benefits drive engagement (a.k.a. sales)<br />Not features…<br />
  5. 5. Right now we only have a partial and skewed picture<br />
  6. 6. Collecting meaningful web stats is an increasingly refined art<br />
  7. 7. And there is a great deal those stats can’t tell us<br />Understanding impact & value means rethinking performance<br />
  8. 8. Who exactly is using our services?<br />How much are we penetrating the market?<br />How much do users value services?<br />How are the services making a difference?<br />How unique are those services?<br />
  9. 9. How we did it:<br /><ul><li> On a shoestring!
  10. 10. Following JISC </li></ul>guidelines<br /><ul><li> Online surveys (3 wks)
  11. 11. Focus on role & </li></ul>perceived value<br /><ul><li> Follow-up interviews</li></li></ul><li>The polite, insistent approach to surveying<br />(the art of covert passive aggression)<br />
  12. 12. But there are some holes in this method…<br />
  13. 13. 19th Century Middle Eastern Studies<br />Comparative Law<br />History of Manufacturing<br />History of Telematics<br />Archaeology<br />Nursing and Midwifery<br />African History<br />Social Anthropology<br />Food & Safety Law<br />Health Policy<br />
  14. 14. These services contribute by:<br />Acting as trusted & authoritative sources<br />Saving time, money, and duplication of effort<br />Fulfilling unique roles through breadth & depth of coverage <br />
  15. 15. We can understand<br />Let’s get back to the warm and fuzzy stuff<br />Benefits drive engagement<br />
  16. 16. Benefits drive engagement (a.k.a. sales)<br />Not features…<br />
  17. 17. These are not ‘benefits’…<br />Cross search of 183 archives!<br />Web 2.0 functionality!<br />Interoperability!<br />Linked & Open Data!!!<br />“A wide range of teaching resources”!!!<br />
  18. 18. Nor are these, really<br />A simple and convenientcross search<br />Flexible web 2.0 functionality that supports personalisation<br />
  19. 19. It is difficult to see the Mimas wood because all the product trees are currently standing in the way – some of which are tall and imposing, others less so<br />For example, selling Mimas…<br />It is difficult to see the Mimas wood because all the product trees are currently standing in the way – some of which are tall and imposing, others less so<br />For example, selling the Archives Hub…<br />
  20. 20. A single point of access to the 23, 078 descriptions of archives held in 189 UK repositories. At present these are at primarily collection-level, although complete catalogue descriptions are provided. The service is free to all users and is funded by the<br />
  21. 21.
  22. 22. What our users told us<br />
  23. 23. The Archives Hub offers many benefits to users and kindred spirits, for example… <br />
  24. 24. The possibility to scan the archival landscape instantly and decide in what direction your project needs to go…<br />
  25. 25. The possibility to discover undiscovered sources, and create new knowledge, furthering your career…<br />
  26. 26. The possibility to become a more technically savvy archivist, recognised & valued by your institution<br />
  27. 27.
  28. 28. There’s a lot more to do…<br />
  29. 29. We need to learn to sell the benefits of serendipity<br />
  30. 30. “One of the things I like about Zetoc is the serendipitous thing of having these table of contents delivered. You will come across things that you wouldn’t necessarily search for but actually would be useful.”<br />
  31. 31. “I think it’s a unique first step into a whole network of all sorts of possibilities. Not just the high-tech ones and the digital ones, but also locating resources, locating people who know about them and developing your personal networks”<br />
  32. 32. And the real-world benefits of saving time<br />
  33. 33. “My time is everything. It’s at a premium. I would not have the ability to wade through journals in vastly diverse subjects... <br />It fixes it by doing all the work for me in that respect and without it I would not be able to maintain the scope of my journal searches”<br />
  34. 34. And the real-world benefits of being up-to-date<br />
  35. 35. “Without it, I probably couldn’t have included the most up-to-date research or found historical research”<br />“It’s about making sure you’re ahead of the game in a sense.”<br />
  36. 36. “The alerts have enlightened me on many topics. <br />I can feel so much more confident that I am up to date.” <br />
  37. 37. Next steps<br />More market analysis<br />Develop marketing strategy<br />Target audiences. Messages. Channels… <br />Performance measures…<br />
  38. 38. This information underpins a strong marketing plan<br />Market analysis<br />Messages<br />Channels?<br />Performance?<br />Final thoughts<br />You don’t have to spend a lot<br />You’re sitting on valuable information already…<br />

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