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The importance of “marketing” digital collections: including a case study from Harvard <ul><li>29 July 2009 | ALISS </li><...
3 Part Presentation <ul><li>Tools for understanding markets </li></ul><ul><ul><li>In-link analysis </li></ul></ul><ul><li>...
<ul><ul><li>‘ Inlink’ = any link to a web site </li></ul></ul>Inlink Analysis site A other sites [site A has 4 inlinks] Me...
Deciphering ‘Impact’ <ul><li>Impact of digitisation on scholarship </li></ul><ul><li>Impact of marketing on the success of...
Inlink Study <ul><li>Comparing 289 sites </li></ul>
Inlink Software <ul><li>LexiURL Searcher  http://lexiurl.wlv.ac.uk </li></ul><ul><li>Yahoo Site Explorer  https://siteexpl...
The State of Digitisation:  Inlink Analysis 16% 4% 1.  http://www.gutenberg.org Project Gutenberg 2. http://memory.loc.gov...
The State of Digitisation:  Inlink Analysis
The State of Digitisation:  Inlink Analysis <ul><li>Reasons for dramatic curve? </li></ul><ul><ul><li>Used, but not linked...
N=550 50%
The State of Digitisation:  (Un)Awareness
The State of Digital Humanities:  Inlink Analysis
 
Harvard Open Collections Program Case Study 844 inlinks 3,196 inlinks 26%
Inlinks over 1 year
<ul><li>Goals </li></ul><ul><ul><li>to increase the availability and use of historical resources from Harvard's libraries,...
<ul><li>Selection Standards  - Create comprehensive, topic-based digital collections by carefully selecting topics, and ma...
 
Harvard Open Collections Program Case Study
 
 
 
<ul><li>Marketing [outreach] campaign </li></ul><ul><ul><li>Hiring an ‘outreach and evaluation coordinator.’ </li></ul></u...
Target   Networks Target   Users “ Trickle Down” Users Harvard Open Collections Program Case Study Internet Libraries/ Lib...
Harvard Open Collections Program Case Study
<ul><li>‘ But that’s not our job’ </li></ul><ul><ul><li>Build it and they will come. </li></ul></ul><ul><ul><li>Our job is...
Marketing in Libraries <ul><li>‘ But it is our job’ </li></ul><ul><ul><li>core function of academic libraries for 1,000 ye...
<ul><li>Ranganathan’s  Five Laws of Library Science </li></ul><ul><ul><li>Books are for use </li></ul></ul><ul><ul><li>Eve...
<ul><li>“ It is no wonder that, when the library has been extending its scope, changing its outlook and altering its very ...
<ul><li>Opportunity to re-define the role of Library </li></ul><ul><ul><li>Understanding use </li></ul></ul><ul><ul><li>Fo...
<ul><li>“ counted on indexing to save the day” </li></ul><ul><li>“ a universal identification, location, and access machin...
The Current Model
The New Model Scholarship
The New Model Library Knowledge Information scholarly communities
<ul><li>Ranganathan’s  Five Laws of Library Science </li></ul><ul><ul><li>Books are for use </li></ul></ul><ul><ul><li>Eve...
Academic library model => Online <ul><li>BOOKS ARE FOR USE </li></ul><ul><ul><li>“ no rack shall be higher than what can b...
<ul><li>“ The majority of readers do not know their requirements, and their interests take a definite shape only after see...
Academic library model => Online <ul><li>“ In no country where the concept, ‘BOOKS ARE FOR USE,’ has taken root in the Pub...
Academic library model => Online <ul><li>“ a library that is keen about its books being fully used will plant itself in th...
<ul><li>“ It is no wonder that , when the library has been extending its scope, changing its outlook and altering its very...
For more information <ul><li>TIDSR: The Toolkit for the Impact of Digitised Scholarly Resources  http://microsites.oii.ox....
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The Importance of Marketing Digital Collections

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This presentation was given on 29 July 2009 at the Association of Librarians and Information Professionals in the Social Sciences.

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The Importance of Marketing Digital Collections

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

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