This presentation summarizes the results of an international collaborative project between 100 libraries to benchmark their marketing of electronic resources. The project involved libraries participating in a 16-week timeline to collaboratively plan, execute, and assess a marketing campaign using emails. Survey responses and usage statistics were collected for assessment. Key findings included variation in marketing approaches between different types of institutions and limited conclusions due to low survey response rates. Lessons learned focused on the challenges of large-scale collaboration and suggestions for future research.
Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developerlinds313
Facebook is the biggest player in social media; it’s where virtually every brand needs to be. Yet, how to get involved can be a bit confusing when the platform seems to change every few months.
The latest group of changes, which included Timeline and Brand Pages updates, is one of their most significant updates. This session will give a “quick and dirty” rundown of the latest changes (those in the last calendar year) and why they matter to brands.
Startups in Sweden vs Startups in Silicon ValleyEmil Eifrem
Differences between running a startup in Sweden and a startup in Silicon Valley. Presented at Stanford's "European Entrepreneurship & Innovation" (http://www.europeanentrepreneursatstanford.com) in Jan of 2012.
Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developerlinds313
Facebook is the biggest player in social media; it’s where virtually every brand needs to be. Yet, how to get involved can be a bit confusing when the platform seems to change every few months.
The latest group of changes, which included Timeline and Brand Pages updates, is one of their most significant updates. This session will give a “quick and dirty” rundown of the latest changes (those in the last calendar year) and why they matter to brands.
Startups in Sweden vs Startups in Silicon ValleyEmil Eifrem
Differences between running a startup in Sweden and a startup in Silicon Valley. Presented at Stanford's "European Entrepreneurship & Innovation" (http://www.europeanentrepreneursatstanford.com) in Jan of 2012.
The “use” of an electronic resource from a social network analysis perspectiveMarie Kennedy
Presented at QQML 2013: Qualitative and Quantitative Methods in Libraries International Conference. Rome, Italy.
Academic libraries in the United States typically reference proxy server and/or COUNTER statistics to describe the usage of their electronic resources, but we know that a “use” is arguably more than a resource accessed or downloaded. This article employs social network analysis to bridge the typical ways of talking about usage statistics, to provide a context-specific perspective about the mediated use of electronic resources. The article reports on an analysis of data gathered at the Loyola Marymount University (Los Angeles, California) using traditional statistics as well as library reference encounters with patrons during which an electronic resource is mentioned. We use the reference encounters in a social network analysis to examine the relationship between a patron, a librarian, and an electronic resource to more fully describe the use of the resource. This research provides a conceptual model for comparison between traditional COUNTER statistics, proxy server statistics, and the social network analysis perspective. We transform qualitative data into quantitative data in order to develop a grounded theory about the mediated access to library electronic resources.
An Intentional Conversation: Electronic Resources and Your Library PatronsMarie Kennedy
In order to provide the most appropriate library resources to our patrons we need to actively connect with them as people first to learn what their information needs and barriers may be. Developing a systematic approach to seeking out and responding to feedback can provide us with the information we need to acquire eventually well-used resources. A library in which this kind of intentional communication style is prevalent can be called a “marketing-aware” organization. In this presentation we will discuss all the components of a marketing cycle for electronic resources, with a special focus on the patron. We’ll discuss how to build a marketing team, ways of knowing your patrons, and hear real-world examples of recent projects that were designed to learn about a user group.
FailChat: UX Comes First Because UX is Everything!ellendunne
Two stories of UX gone bad and why, and a look at how the principles of Lean UX - iterate quickly, talk to customers often - can help avoid building product that users don't need or can't use. From the May 9th, 2012 FailChat event in SF.
Myles Danson introduced the Emerging Practices Enterprise Architecture (EA) workshop before David Rose provided a refresher session on EA.
Presented at the first JISC Emerging Practices workshop (2012/03/29).
http://emergingpractices.jiscinvolve.org/wp/doing-ea-workshop/
iTunes U and the OERu: Two Different Ways to Reach the Worldwitthaus
Presentation given by Terese Bird and Gabi Witthaus at the Higher Education Academy's SCORE showcase event at the Open University on 11 July 2012. Full case study report available at http://tinyurl.com/iTunesU-OERu .
Insights into how UCL, Imperial War Museums and the National Library of Wales are adjusting their policies and strategis as part of organisational change to support digital content and services.
Presentation given at UKMW12, the Museums Computer Group's Museums on the Web
'Strategically Digital' conference, Wellcome Collection, London, November 30, 2012
The “use” of an electronic resource from a social network analysis perspectiveMarie Kennedy
Presented at QQML 2013: Qualitative and Quantitative Methods in Libraries International Conference. Rome, Italy.
Academic libraries in the United States typically reference proxy server and/or COUNTER statistics to describe the usage of their electronic resources, but we know that a “use” is arguably more than a resource accessed or downloaded. This article employs social network analysis to bridge the typical ways of talking about usage statistics, to provide a context-specific perspective about the mediated use of electronic resources. The article reports on an analysis of data gathered at the Loyola Marymount University (Los Angeles, California) using traditional statistics as well as library reference encounters with patrons during which an electronic resource is mentioned. We use the reference encounters in a social network analysis to examine the relationship between a patron, a librarian, and an electronic resource to more fully describe the use of the resource. This research provides a conceptual model for comparison between traditional COUNTER statistics, proxy server statistics, and the social network analysis perspective. We transform qualitative data into quantitative data in order to develop a grounded theory about the mediated access to library electronic resources.
An Intentional Conversation: Electronic Resources and Your Library PatronsMarie Kennedy
In order to provide the most appropriate library resources to our patrons we need to actively connect with them as people first to learn what their information needs and barriers may be. Developing a systematic approach to seeking out and responding to feedback can provide us with the information we need to acquire eventually well-used resources. A library in which this kind of intentional communication style is prevalent can be called a “marketing-aware” organization. In this presentation we will discuss all the components of a marketing cycle for electronic resources, with a special focus on the patron. We’ll discuss how to build a marketing team, ways of knowing your patrons, and hear real-world examples of recent projects that were designed to learn about a user group.
FailChat: UX Comes First Because UX is Everything!ellendunne
Two stories of UX gone bad and why, and a look at how the principles of Lean UX - iterate quickly, talk to customers often - can help avoid building product that users don't need or can't use. From the May 9th, 2012 FailChat event in SF.
Myles Danson introduced the Emerging Practices Enterprise Architecture (EA) workshop before David Rose provided a refresher session on EA.
Presented at the first JISC Emerging Practices workshop (2012/03/29).
http://emergingpractices.jiscinvolve.org/wp/doing-ea-workshop/
iTunes U and the OERu: Two Different Ways to Reach the Worldwitthaus
Presentation given by Terese Bird and Gabi Witthaus at the Higher Education Academy's SCORE showcase event at the Open University on 11 July 2012. Full case study report available at http://tinyurl.com/iTunesU-OERu .
Insights into how UCL, Imperial War Museums and the National Library of Wales are adjusting their policies and strategis as part of organisational change to support digital content and services.
Presentation given at UKMW12, the Museums Computer Group's Museums on the Web
'Strategically Digital' conference, Wellcome Collection, London, November 30, 2012
Adjusting the Focus: Usability Study Aligns Organization Vision with Communit...Laurie Bennett
One project sponsored by IEEE, two teams of Southern Polytechnic State University graduate students, one structured approach taught by Dr. Carol Barnum, amazing overlapping results. Professor Carol Barnum, together with her graduate students, Laurie Bennett, Jay Jones, and John Weaver present the approach, findings, and recommendations revealed during their usability study conducted for the IEEE website, Engineeringforchange.org. Learn how their different paths taken during the usability study resulted in identifying the same show stopping problem areas.
Strategies for Success: Board Member Recruitment & Retention4Good.org
Don’t have the board members you need to serve the organization and can’t keep the great ones you have recruited? Building a strong and reliable nonprofit board of directors is no easy task, but leveraging simple best practices and innovative strategies can mean the difference between an engaged, effective board of directors and a social club with minimal leadership. There are new strategies and vehicles for recruiting board members and concrete steps your organization can take to set the board, and your nonprofit, up for success.
This workshop is designed for both nonprofits recruiting board members and individuals looking to be join boards.
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Assessing the Diversity of the E-collection of the William H. Hannon LibraryMarie Kennedy
The American Library Association’s 1982 statement on Diversity in Collection Development reminds librarians of the professional responsibility “to select and support the access to materials on all subjects that meet, as closely as possible, the needs, interests, and abilities of all persons in the community the library serves. This includes materials that reflect political, economic, religious, social, minority, and sexual issues.” In an effort to ensure that the collection of the William H. Hannon Library (of Loyola Marymount University, Los Angeles, California, USA {LMU}) aligns with its institutional vision (including “bridging disciplines” and “representing diverse topics and perspectives”) and meets the research needs of a diverse campus population, a team of library staff has designed a project to assess the library’s electronic collection through the lens of diversity. While some similar studies have been done at larger research institutions (notably that of Ciszek and Young (2010)), this project further interrogates inclusivity in database collections and integrates LMU student learning into the research process. The results of the evaluation will inform the library collection strategy and ensure that collections are built that deliberately and positively contribute to an inclusive campus climate.
The evolution of the personal networks of novice librarian researchersMarie Kennedy
Presented at the 2016 Quantitative and Qualitative Methods in Libraries conference (London, UK).
This presentation reports the findings of an analysis of personal network data gathered from the novice librarian researcher participants of the first year of the Institute for Research Design in Librarianship (IRDL), an institute designed to provide instruction in how to conduct a research project and establish a peer-network of like-minded librarians to support each other throughout the research process. Analysis of the first year of data (four waves) will be discussed in this presentation. The data gathered is about the people and the strength of the relationship in the personal research networks of each of the IRDL participants. During the presentation we will report on the observations of the networks over a year’s time and show you visually how they evolved. The results have implications for how librarians develop themselves, and may influence the future of libraries generally.
A highlight of this presentation is to focus on our methodological decision to gather the four waves of data in survey format. We will describe the mechanism used to gather that data, the freely available, open source, web-based software used to gather personal network data, EgoWeb 2.0. We will describe the process of customizing the survey software to ask questions about the people in the librarians’ research networks. We will demonstrate the computations that the software provides, as well as the attractive visualizations of the personal networks.
Oh past self, come here and let me kick you in the shinsMarie Kennedy
Notes. We put them everywhere, in order records, item records, database records, etc. They tell us how to process something, mark historical decisions, and guide us in our next steps. We would be lost without them, and yet they’re typically unformatted, by-the-seat-of-your-pants kind of information.
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Marketing Your Library's Electronic Resources (MSU LEETS presentation)Marie Kennedy
As libraries continue to move more of their resources from print to the electronic format, the difficulty of promoting the use of that content has become apparent. The traditional promotional techniques for print resources, such as putting the new items on a “new book shelf” near the front door or keeping heavily used items at the reference desk, do not work for resources in an electronic format because there are no physical volumes to view. How, then, do libraries best connect their patrons to appropriate electronic resources? We’ll be talking about how you can get started right away with developing a marketing plan for electronic resources at your library.
Presented at the 2013 Mississippi State University Libraries eResource & Emerging Technologies Summit (http://blogs.library.msstate.edu/msuleets/)
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The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
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Marie Kennedy, ER&L 2012 presentation
1. Marie R. Kennedy
Loyola Marymount University
This presentation reports on the results of an international collaborative project
with 100 libraries to benchmark the marketing of electronic resources. I will
describe the impetus for the project, the project planning, the execution and
results of this effort. The talk will highlight the collaborative aspect of the project.
Presented at the annual conference of Electronic Resources & Libraries, Austin TX 2012
Tuesday, April 10, 2012 1
5. Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago, IL.
http://orgmonkey.net/?p=1136
Tuesday, April 10, 2012 5
6. Dubicki, E.I. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
Tuesday, April 10, 2012 6
7. academic staff as collection developers; collaboration; collection
policy; faculty/professionals as marketing tools; phone call/office
visit; students as marketing tools; surveys; word of mouth;
Blackboard; branding; email (external); email (internal); feedback
forum; home/office; mascot; online social network; screen saver;
usage statistics; Web page, customized; banners/posters;
bookmarks; calendar; flyers/brochures; giveaways; incentives;
newsletter; newspaper alert; pins; postcards/letters/direct mail;
FAQ; native language education; patron training (group); patron
training (individual); slide show/demonstrations; staff training
(group); staff training (individual); use guide
Tuesday, April 10, 2012 7
8. ‣ Kennedy, Marie R. 2010. “What Are We Really Doing to Market
Electronic Resources?” Paper presented at the annual conference
of Electronic Resources and Libraries. Austin, TX.
‣ Kennedy, Marie R. 2011. “What Are We Really Doing to Market
Electronic Resources?” Library Management 32(3): 144-158.
Tuesday, April 10, 2012 8
10. ‣ Kennedy, Marie R. 2010. “Cycling Through: Paths Libraries Take to
Marketing Electronic Resources.” Paper presented at the Library
Assessment Conference. Baltimore, MD [included in conference
proceedings at http://libraryassessment.org/bm~doc/proceedings-
lac-2010.pdf].
Tuesday, April 10, 2012 10
17. RESEARCH QUESTION
Is a collaborative model of benchmarking the marketing of
electronic resources feasible?
Tuesday, April 10, 2012 17
18. What’s
benchmarking?
Tuesday, April 10, 2012 18
19. BENCHMARKING
1. Decide what to benchmark
2. Plan the benchmark project
3. Understand your own performance
4. Learn from the data
5. Use the findings
Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY.
Tuesday, April 10, 2012 19
27. note: the next 8 slides have been removed from this
archive file of the presentation so the file size could be
reduced. They look just like this one, with circles around
the other components of a marketing cycle.
Kotler and Keller, 2006
Tuesday, April 10, 2012 27
34. PERSONALITY
‣ sender status ranking (use of “I”)
‣ convincing ranking (use of “help” and “please”)
‣ collaboration ranking (use of “we” and “our”)
‣ positivity ranking (use of “!”)
Tuesday, April 10, 2012 34
48. increase same or decrease no data
15
11
8
14 13
4
4
0
usage statistics
Tuesday, April 10, 2012 48
49. LESSONS LEARNED
Limitations + Future Research
Tuesday, April 10, 2012 49
50. DO E-MAIL CHARACTERISTICS PREDICT A
HIGH RATE OF CONFIDENCE?
DV=confidence rank
IV=sender status rank, convincing rank, collaboration
rank, positivity rank, images in e-mail, type of tutorial,
linked or embedded tutorial, format of e-mail
Tuesday, April 10, 2012 50
51. LIMITATIONS OF THIS PROJECT
‣ results of benchmarking for this specific marketing strategy are
inconclusive (due to too few survey responses?)
‣ model doesn’t scale with one leader
‣ 16 weeks is a long project, leading to attrition
Tuesday, April 10, 2012 51
52. FUTURE RESEARCH
POSSIBILITIES
‣ Yet to consider assessment data
‣ Continue as working groups, with those who completed this
project as team leaders of their own groups
‣ The model of collaboration related to benchmarking
marketing is possible using a wiki/e-mail format
‣ Possible that future increased survey responses would give us
enough data
Tuesday, April 10, 2012 52
53. SUSTAINABILITY
“I had never really considered the importance of marketing to
library staff before, but I see now just how critical it is to make
sure we market resources internally.” - jsholman
http://libguides.uwlax.edu/DBtraining
TIMING
“I do not have a plan in place BUT the summer could be ideal to
go through steps and be ready for the fall” - turkishvan13
CHOOSING A STRATEGY
“Email is too easily buried and forgotten. We have more success
with in-person demonstrations, such as brown bag lunch and
learns or attending team meetings. Our staff want to learn more
about all the resources we provide, and they get more out of
watching demonstrations and asking questions.” - lauraedwards
Tuesday, April 10, 2012 53
54. Institutions included in the analysis
Belmont University (Courtney Fuson) Pennsylvania State University (Nancy Adams)
Bethel University (Carole Cragg) Rockhurst University (Jennifer Peters)
Coconino Community College (Estelle Pope) Roger Williams University (Susan McMullen)
College of Saint Elizabeth (Amy Schleigh Hayes) Seneca College (Dan Michniewicz)
Columbus State University (Jacqueline Radebaugh) South Dakota State University (Linda Kott)
Dominican University (Margaret Heller) University of Baltimore (Natalie Burclaff)
Duquesne University (Melodie Frankovitch) University of Connecticut (Galadriel Chilton)
Eastern Kentucky University (Laura Edwards) University of Dayton (Katy Kelly)
Fontbonne University (Jane Theissen) University of Evansville (Kathy Bartelt)
Francis Marion University (Tammy Ivins) University of North Dakota (Lisa Martin)
Georgia College (Jolene Wertz) University of Wisconsin-La Crosse (Jenifer Holman)
Ithaca College (Calida Barboza) Washburn University (Lori Fenton)
Langara College (Emma Lawson) Washington University-St. Louis (Rudolph Clay)
Loras College (Kristen Smith) West Virginia University (Linda Blake)
Mesa Community College (Janell Alewyn) Western Carolina University (Kristin Calvert)
Midwestern State University (Andrea L. Williams) Wilkes University (Kristin Pitt)
Tuesday, April 10, 2012 54
55. Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY.
Dubicki, E.I. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
Kennedy, M.R. (2010), “Cycling through: Paths libraries take to marketing electronic resources”,
paper presented at Library Assessment Conference, October 27, Baltimore MD, available at:
http://digitalcommons.lmu.edu/librarian_pubs/3.
Kennedy, M.R. (2011), “What are we really doing to market electronic resources?”, Library
Management, Vol. 32 No. 3, pp. 144-158.
Kennedy, M.R. and LaGuardia, C. (2012), Marketing Your Library’s Electronic Resources: A How-To-
Do-It Manual, Neal-Schuman/ALA, Chicago, IL.
Kotler, P. and Keller, K. (2006), Marketing Management, 12th ed. Pearson Prentice Hall, Upper
Saddle River, NJ.
Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA,
Chicago, IL.
Tuesday, April 10, 2012 55