Marie Kennedy, ER&L 2012 presentation

transcript

Marie R. KennedyLoyola 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

1Tuesday, April 10, 2012

INTRODUCTION

NO WHEEL.

http://www.flickr.com/photos/pasukaru76/5964727769

What’s marketing?

http://orgmonkey.net/?p=1136

Lindsay, A.R. (2004), Marketing and Public Relations Practices in College Libraries, CLIP Note, ALA, Chicago, IL.

Dubicki, E.I. (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

‣ 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.

‣ 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].

http://orgmonkey.net/?p=126813Tuesday, April 10, 2012

MAKE WHEEL TOGETHER?14Tuesday, April 10, 2012

PROJECT IDEAresearch question

methodsfindings

http://www.flickr.com/photos/timothymorgan/4420821913/15Tuesday, April 10, 2012

RESEARCH QUESTION

Is a collaborative model of benchmarking the marketing of electronic resources feasible?

RESEARCH QUESTION

What’s benchmarking?

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.

‣ Kennedy, Marie R. 2011. “Collaborative Marketing for Electronic Resources.” Library Hi Tech News 28(6): 22-24.

METHODS

Timeline1 (October 5-11, 2011) : Project description

2 (October 12-18, 2011) : Current market

3 (October 19-25, 2011) : SWOT analysis

4 (October 26-November 1, 2011) : Target market

5 (November 2-8, 2011) : Goals

6 (November 9-15, 2011) : Strategies

7 (November 16-22) : Action plan

(holiday break)

8 (December 7-13, 2011) : Draft e-mails, choose dates to send them

(holiday break)

9-12 (January 2012) : Send e-mail #1, send e-mail #2

13 (February 1-7, 2012) : Generate survey for assessment

14 (February 8-14, 2012) : Gather usage statistics

15 (February 15-21, 2012) : Measurement

16 (February 22-28, 2012) : Assessment

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

Kotler and Keller, 2006

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.

FINDINGS

university college community college

THE E-MAILS

http://www.flickr.com/photos/epublicist/3509141813/30Tuesday, April 10, 2012

QSR NVIVO 9

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 “!”)

E-MAIL CHARACTERISTICS

‣ use of images

‣ type of tutorial

‣ linked or embedded tutorial

‣ format of e-mail

use of images in the e-mails

images no images

type of tutorial

self-created vendor-created

format

don’t know HTML rich text plain text

MEASUREMENT, ASSESSMENTsurvey + usage statistics

SURVEY

Of those who had used the resource before, 82% learned something new

USAGE STATISTICS

usage statistics

increase same or decrease no data

LESSONS LEARNEDLimitations + Future Research

DO E-MAIL CHARACTERISTICS PREDICT A HIGH RATE OF CONFIDENCE?

DV=confidence rankIV=sender status rank, convincing rank, collaboration rank, positivity rank, images in e-mail, type of tutorial,

linked or embedded tutorial, format of e-mail

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

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

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

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)

Institutions included in the analysis

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.

Marie R. KennedyLoyola Marymount University

marie.kennedy@lmu.eduhttp://orgmonkey.net

Marie Kennedy, ER&L 2012 presentation

Education