Engaging with your
                  research community
                  [ high impact / low cost marketing
             ...
"...we are offering something they
               want and they just don’t know it."



                - Meredith Farkas ...
How To...

                   Study and identify distinct user groups

                   Discover the services your users...
What do I mean by
                 "Marketing"?

                 definition: Strategies for identifying and
              ...
Why Marketing?



                   Educate others about high quality research tools

                   Discover where t...
Discover user patterns



                   What are your user groups?

                   Are you spending a lot of time...
Common Methods


                   LibQual

                   Surveys

                   Focus Groups




Tuesday, Augu...
Short online survey

                   Can provide quick feedback

                   Seek assistance with creating quest...
Distinct User Groups
                   Do it Yourselfers Rely on their own abilities.
                   Do not like aski...
International Students/Faculty


                      How can we better assist
                      this group?

       ...
Focus Group
                    Pros
                           More in-depth

                           Share and compar...
Results
                   Comfortable in an online environment

                   Unaware of certain library services

 ...
HTTP://LIBRARY.BUFFALO.EDU/LIBRARIES/GETHELP/INTERNATIONAL/




Tuesday, August 17, 2010
It’s all about the packaging


                   Why brand?

                   Intangible commodity




Tuesday, August ...
HTTP://LIBWEB.LIB.BUFFALO.EDU/BLOG/BIZBRARY/




Tuesday, August 17, 2010
Tuesday, August 17, 2010
Tuesday, August 17, 2010
Embrace Multimedia




Tuesday, August 17, 2010
Evaluate

                   Measure progress

                           Web Usability

                           Google...
Spread your message onsite


                   Posters/fliers can feature:

                           Databases

        ...
Face to Face/Peer to Peer

                   Build relationships

                   Get recommendations

               ...
"...meeting with people in
               person gives us the opportunity
               to truly connect with them ."

  ...
Resources
                           Morgan, D. L., & Krueger, R. A. (1998). The focus group kit. Thousand
               ...
Questions?




Tuesday, August 17, 2010
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Engaging with your research community

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High Impact / Low Cost methods of marketing your library

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Engaging with your research community

  1. 1. Engaging with your research community [ high impact / low cost marketing techniques for libraries ] Tuesday, August 17, 2010
  2. 2. "...we are offering something they want and they just don’t know it." - Meredith Farkas , librarian/blogger Information Wants to Be Free Tuesday, August 17, 2010
  3. 3. How To... Study and identify distinct user groups Discover the services your users desire Package and promote these services (online/ offline) Evaluate and continually assess progress Tuesday, August 17, 2010
  4. 4. What do I mean by "Marketing"? definition: Strategies for identifying and connecting with your target audience Tuesday, August 17, 2010
  5. 5. Why Marketing? Educate others about high quality research tools Discover where to focus efforts Inform others about the role of librarian/libraries Tuesday, August 17, 2010
  6. 6. Discover user patterns What are your user groups? Are you spending a lot of time on requests not directly related to the library’s mission? What are the most common repetitive tasks? Tuesday, August 17, 2010
  7. 7. Common Methods LibQual Surveys Focus Groups Tuesday, August 17, 2010
  8. 8. Short online survey Can provide quick feedback Seek assistance with creating questions Place link to survey in high traffic area (might not be your library page) Tuesday, August 17, 2010
  9. 9. Distinct User Groups Do it Yourselfers Rely on their own abilities. Do not like asking for help. Quick and Easys Want their preliminary research done as fast and painless as possible. Unawares Do not know a distinct library service exists. Are confused by library terminology. Tuesday, August 17, 2010
  10. 10. International Students/Faculty How can we better assist this group? Key needs and messages for this group? Tuesday, August 17, 2010
  11. 11. Focus Group Pros More in-depth Share and compare Ask follow-up questions Cons Moderator/Assistant moderator Planning time Skill with guiding a group Quality participants over quantity Tuesday, August 17, 2010
  12. 12. Results Comfortable in an online environment Unaware of certain library services May need additional explanations Receptive to translation resources Tuesday, August 17, 2010
  13. 13. HTTP://LIBRARY.BUFFALO.EDU/LIBRARIES/GETHELP/INTERNATIONAL/ Tuesday, August 17, 2010
  14. 14. It’s all about the packaging Why brand? Intangible commodity Tuesday, August 17, 2010
  15. 15. HTTP://LIBWEB.LIB.BUFFALO.EDU/BLOG/BIZBRARY/ Tuesday, August 17, 2010
  16. 16. Tuesday, August 17, 2010
  17. 17. Tuesday, August 17, 2010
  18. 18. Embrace Multimedia Tuesday, August 17, 2010
  19. 19. Evaluate Measure progress Web Usability Google Analytics Surveys, Assessment Tuesday, August 17, 2010
  20. 20. Spread your message onsite Posters/fliers can feature: Databases Librarian bios Workshops Tuesday, August 17, 2010
  21. 21. Face to Face/Peer to Peer Build relationships Get recommendations Word of mouth Tuesday, August 17, 2010
  22. 22. "...meeting with people in person gives us the opportunity to truly connect with them ." - Dr. Nando Pelusi , Psychology Today November/December 2009 Tuesday, August 17, 2010
  23. 23. Resources Morgan, D. L., & Krueger, R. A. (1998). The focus group kit. Thousand Oaks, CA: Sage. Olson, Christine A. and Suzanne Stewart Moseman. "Overworked? Understaffed? Don’t Stop Marketing!" Information Outlook . Mar. 1997. Trade & Industry Database . Online. InSite Pro. 17 July 1997.o Resources for International Students. http://library.buffalo.edu/libraries/ gethelp/international/ Resources By Subject Guides http://library.buffalo.edu/libraries/ findlibrarymaterials/subjectresources/ RoAne, Susan. Face to Face: How to Reclaim the Personal Touch in a Digital World. New York: Simon & Schuster, 2008. Print. Tuesday, August 17, 2010
  24. 24. Questions? Tuesday, August 17, 2010

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