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The Marketing and Instruction of New Tools for Libraries: LibX a Case Study. Kyrille Goldbeck College Librarian for Natural Resources. LOEX MAY 2007 Uncharted Waters. The Marketing and Instruction of New Tools for Libraries.

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Kyrille goldbeck college librarian for natural resources

The Marketing and Instruction of New Tools for Libraries: LibX a Case Study

Kyrille Goldbeck

College Librarian for Natural Resources

LOEXMAY 2007

Uncharted Waters


The marketing and instruction of new tools for libraries
The Marketing and Instruction of New Tools for Libraries

“People not only socialize online, but they also incorporate the internet into their quest for information and advice as they seek help and make decisions.”

- Pew Internet & American Life Project


The marketing and instruction of new tools for libraries1
The Marketing and Instruction of New Tools for Libraries

OCLC Report:

87% of college students have visited a college library

57% of college students have visited a college library’s website


The marketing and instruction of new tools for libraries2
The Marketing and Instruction of New Tools for Libraries

Where do students say they will begin their research?

72% search engine

10% library website

In reality…

89% begin with search engines

2% start with the library’s website



The marketing and instruction of new tools for libraries4
The Marketing and Instruction of New Tools for Libraries

Search engines

  • Simple interface

  • Can find a wide range of sources about topic in one search

  • 56% total respondents have very favorable impression (OCLC Report)

  • Over 50% undergrads found the internet more efficient in finding information than searching the library (D’Esposito & Gardner)


The marketing and instruction of new tools for libraries5
The Marketing and Instruction of New Tools for Libraries

Library websites

  • Library’s resources have complex interfaces

  • Hard to determine where to begin

  • Trouble knowing which resources are best to use

  • 17% total respondents had very favorable impression (OCLC Report)


The marketing and instruction of new tools for libraries6
The Marketing and Instruction of New Tools for Libraries

Joan Lippincott:

“Libraries need to find ways to make their information access systems more approachable by students...”


The marketing and instruction of new tools for libraries7
The Marketing and Instruction of New Tools for Libraries

LibX

  • Is a versatile tool

  • Is customizable for each library (editions)

  • Allows users to instantly search their library’s collections with one click of their mouse

  • Saves users time throughout the research process


The marketing and instruction of new tools for libraries8
The Marketing and Instruction of New Tools for Libraries

What LibX Provides

  • Direct Access to OPAC(s)

    • Integrated toolbar

    • Smart context menu

  • Direct access to OpenURL resolver to find appropriate copy

    • Directly via toolbar or indirectly through Google Scholar

  • Localization

    • Research companion that “hints” at library resources

    • Support for COinS

      How does LibX work?








The marketing and instruction of new tools for libraries15
The Marketing and Instruction of New Tools for Libraries

Marketing Basics

The Four P’s:

  • PRODUCT

  • PRICE

  • POSITION

  • PROMOTION

    = Development of the Marketing Plan


The marketing and instruction of new tools for libraries16
The Marketing and Instruction of New Tools for Libraries

Developing a Marketing Plan

First:

  • Identify what needs to be accomplished

  • Establish 1 – 2 focused & measurable goals

    Second:

  • Determine your audience

  • Create a well-defined message

  • Find a distribution method

  • Repeatedly send the message, use a variety of formats


The marketing and instruction of new tools for libraries17
The Marketing and Instruction of New Tools for Libraries

“All marketing efforts achieve more efficient and effective results when they are directed toward smaller subsets of a larger market”

- Dimick

“It costs one-sixth as much to market to an existing customer as to a non-customer”

- Levinson


The marketing and instruction of new tools for libraries18
The Marketing and Instruction of New Tools for Libraries

Word of Mouth influences a variety of conditions:

  • Awareness

  • Expectations

  • Perceptions

  • Attitudes

  • Behavioural intentions

  • Behaviour

    - Buttle


The marketing and instruction of new tools for libraries19
The Marketing and Instruction of New Tools for Libraries

What we need to remember to do:

  • Take the time to create relationships with users

  • Listen to users’ needs

  • Adapt to users’ needs

  • Market the products/services that meet those needs


The marketing and instruction of new tools for libraries20
The Marketing and Instruction of New Tools for Libraries

How have we promoted LibX to:

  • Other Institutions

  • Our Users


The marketing and instruction of new tools for libraries21
The Marketing and Instruction of New Tools for Libraries

Promotion of LibX to Institutions:

  • Word of Mouth

    • Conferences

    • Institutions/universities

    • Association meetings

      WOM sparked discussions of LibX throughout the library community


The marketing and instruction of new tools for libraries22
The Marketing and Instruction of New Tools for Libraries

Promotional tools:

  • Website (http://libx.org)

  • LibX email (libx.org@gmail.com) & LibX Listserv

  • Business cards

    Future ideas:

    • Mugs

    • T-shirts

    • Pens

      LibX Conference


The marketing and instruction of new tools for libraries23
The Marketing and Instruction of New Tools for Libraries

Using Instructional Methods to Promote LibX to our Users

  • Word of Mouth

    • Getting faculty on board

    • Instructional sessions

      • General library introduction

      • Subject-specific bibliographic instruction sessions

      • Learn how to use…

      • Graduate “Library Research Skills” course

  • Online tutorials


The marketing and instruction of new tools for libraries24
The Marketing and Instruction of New Tools for Libraries

Address learning styles

  • Visual

  • Auditory

  • Textual (note-takes, reflective learners)

  • Tactile


The marketing and instruction of new tools for libraries25
The Marketing and Instruction of New Tools for Libraries

Online tutorials

  • Static web page

  • Lecture-style tutorial

  • Interactive tutorial


The marketing and instruction of new tools for libraries26
The Marketing and Instruction of New Tools for Libraries

Outcomes of the Marketing and Instruction Plans for LibX

  • 47 “Live” library editions

    • U.S., U.K., Canada, Australia

    • 11,900+ editions have been downloaded by users

  • 85 “Test” library editions

  • Recipient of the 2007 LITA/Brett Butler Entrepreneurship Award


The marketing and instruction of new tools for libraries27
The Marketing and Instruction of New Tools for Libraries

Future Plans for LibX

  • Use of 2006 IMLS grant to

    • Develop Internet Explorer (IE) version of LibX

    • Allow libraries to create and maintain their own LibX editions

    • Enhance features of LibX (allow users to customize context menus)


The marketing and instruction of new tools for libraries28
The Marketing and Instruction of New Tools for Libraries

  • Further research from the LibX Team:

    • Conducting usability studies

    • Determining “best practices” of

      • Instructional tools and formats

      • Promotional and marketing techniques


The marketing and instruction of new tools for libraries29
The Marketing and Instruction of New Tools for Libraries

Questions?

LibX Team:

Annette Bailey Nathan Baker

Dr. Godmar Back Mike Doyle

Kyrille Goldbeck Robert Ellis

Tilottama Gaat


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