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Marie R. Kennedy
@orgmonkey
Loyola Marymount University
Marketing Your Library’s
Electronic Resources
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing = Scary?
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing ≠ Scary
You’re not in this alone.
What’s
marketing?
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
http://orgmonkey.net/?p=1136
Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note,ALA, Chicago.
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
REALLY
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Dubicki, E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
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
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
project idea
research question
methods
findings
Is a collaborative model of benchmarking the
marketing of electronic resources feasible?
What’s
benchmarking?
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
METHODS
http://benchmarketing.wetpaint.com/page/Map+of+participants
53% of the participants do not have marketing/promotion/outreach as part
of their formal job description
http://benchmarketing.wetpaint.com
Strategy
measurement, assessment
survey + usage statistics
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
48%
87%
3.3
Of those who had used
the resource before, 82%
learned something new
0
4
8
11
15
usage statistics
13
4
14
increase same or decrease no data
SEND ME
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
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
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
I’m not ready
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Know your patron
Case study
Survey
Participant observation
Cohort study
Focus group
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marketing Your Library's Electronic Resources (MSU LEETS presentation)
Marie R. Kennedy
Loyola Marymount University
marie.kennedy@lmu.edu
http://orgmonkey.net
@orgmonkey
Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New
York, NY.
Dubicki. E. (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. (2013), MarketingYour Library’s Electronic Resources:A
How-To-Do-It Manual, Neal-Schuman/ALA, Chicago, IL.
Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP
Note,ALA, Chicago, IL.
Image attributions:
Slide 2: http://www.flickr.com/photos/7883660@N05/466221141
Slide 10: http://www.flickr.com/photos/buzzfarmers/7318389106
Slide 13: http://emptybackfield.com/wp-content/uploads/2009/05/
girl_telling_a_secretjpg.jpeg
Slide 17: http://www.isilm.com/development.html
Slide 19: http://takeplayseriously.org/2013/04/11/cootie-catchers-
oxygen-masks-the-adults-right-to-play/
Slide 21: http://www.flickr.com/photos/
12023477@N05/3531718174
Slide 31: http://www.flickr.com/photos/
94168846@N00/3386947788
Slide 33: http://www.flickr.com/photos/zooboing/5426098861/
Slide 35: http://www.flickr.com/photos/timothymorgan/4420821913/
Slide 56: http://www.flickr.com/photos/zooboing/5396960524/
Slide 63: http://www.flickr.com/photos/ambuj/345356294/

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Marketing Your Library's Electronic Resources (MSU LEETS presentation)

  • 1. Marie R. Kennedy @orgmonkey Loyola Marymount University Marketing Your Library’s Electronic Resources
  • 8. Marketing ≠ Scary You’re not in this alone.
  • 12. http://orgmonkey.net/?p=1136 Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note,ALA, Chicago.
  • 24. Dubicki, E. (Ed.)(2008), Marketing and Promoting Electronic Resources: Creating the E-Buzz!
  • 25. 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
  • 36. Is a collaborative model of benchmarking the marketing of electronic resources feasible?
  • 40. http://benchmarketing.wetpaint.com/page/Map+of+participants 53% of the participants do not have marketing/promotion/outreach as part of their formal job description
  • 45. 48% 87% 3.3 Of those who had used the resource before, 82% learned something new
  • 54. 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
  • 58. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 59. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 60. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 61. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 62. Know your patron Case study Survey Participant observation Cohort study Focus group
  • 65. Marie R. Kennedy Loyola Marymount University marie.kennedy@lmu.edu http://orgmonkey.net @orgmonkey
  • 66. Boxwell, R.J., Jr. (1994), Benchmarking for Competitive Advantage, McGraw-Hill, New York, NY. Dubicki. E. (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. (2013), MarketingYour Library’s Electronic Resources:A How-To-Do-It Manual, Neal-Schuman/ALA, Chicago, IL. Lindsay,A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note,ALA, Chicago, IL.
  • 67. Image attributions: Slide 2: http://www.flickr.com/photos/7883660@N05/466221141 Slide 10: http://www.flickr.com/photos/buzzfarmers/7318389106 Slide 13: http://emptybackfield.com/wp-content/uploads/2009/05/ girl_telling_a_secretjpg.jpeg Slide 17: http://www.isilm.com/development.html Slide 19: http://takeplayseriously.org/2013/04/11/cootie-catchers- oxygen-masks-the-adults-right-to-play/ Slide 21: http://www.flickr.com/photos/ 12023477@N05/3531718174 Slide 31: http://www.flickr.com/photos/ 94168846@N00/3386947788 Slide 33: http://www.flickr.com/photos/zooboing/5426098861/ Slide 35: http://www.flickr.com/photos/timothymorgan/4420821913/ Slide 56: http://www.flickr.com/photos/zooboing/5396960524/ Slide 63: http://www.flickr.com/photos/ambuj/345356294/