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Seite 106.12.2000
International Development in the Production
of Digital Services by Public Libraries
Andreas Mittrowann
Future Oriented Internet Based Library Services
Andreas Mittrowann
Seite 206.12.2000
Vision
Public libraries are presenting themselves as competent mediators of electronic media. Through new, intelligent and citizen-oriented services they win and hold new customers. A future-oriented concept builds the foundation of all activities and offers, which focus on the customer and his needs. Constant change is welcomed as the core element of all tasks.
Seite 306.12.2000
The shift of paradigms in public libraries
• Missionfrom preservers of the collective memory to user-oriented distribution of information
• Rolefrom planning and managing physical collections to sifting, evaluating and navigating knowledge
• Competenciesfrom unspecific competencies („everything for everybody“) to management of information • Servicesfrom physical media to a combination of physical and virtual knowledge, complemented by licenses and access authorizations
Seite 406.12.2000
Five trends we need to know
• Globalizationthings happen quickly and at the same time around the globe - from local to global competitor
• Knowledge economyfrom specialized company to merged services
• Convergencethe library in a box
• Individualizationthe smallest unit is the customer
• Customer firstpeople get used to customer-oriented, friendly and pro-active services
Seite 506.12.2000
Marketing the public library
Market researchMarket research
Product policy
Distribution policy
Communications policy
Seite 606.12.2000
Market research for digital products
Silicon Valley Library System
Reading Public Library
St. Joseph County Public Library
General questionnaire
Seite 706.12.2000
Distribution directions
Pull serviceseverything that makes the customer move towards the offer
• a supermarket• the library• a homepage
Push serviceseverything that brings the service or information about the service to the customer
• the pizza service• direct mailings• book delivery services for special target groups
Seite 806.12.2000
Distribution channels
• One to allmass distribution the user as a recipientpassive knowledge
• One to manytarget group distributionselection of user groupsactive knowledge
• One to oneindividual communicationintelligent knowledge
Seite 906.12.2000
A structure for distribution services
one to all
one to many
one to one
pull push
public library
student travelagency
investment consulting
delivery service
customermagazine
personalizedalert service
Seite 1006.12.2000
Distribution of electronic products
Pull• one to all: i.e. homepage• one to many: i.e. electronic newsletters• one to one: i.e. „MyLibrary.org“
Push• one to all: i.e. direct mailings of electronic
newsletters• one to many: i.e. target group mailings• one to one: i.e. individualized E-Mails or SMS
Seite 1106.12.2000
Pull: one to all
• Home pageVirtual tour by mapVirtual tour by imagesFiction: Readers advisoryElectronic texts (public)Electronic texts (licensed)Virtual galleryE-Mail referenceTalk to a librarianFrequently asked questionsPurchase requestOnline tutorials
Seite 1206.12.2000
Pull: one to many
• HomepageE-journals for special target groups Children‘s CenterE-Mail reference for childrenNewsletter for kidsSenior centerEmployment opportunitiesCareer bookmarksBusiness Center
Seite 1306.12.2000
Pull: one to one
My Library: personalized service
PLCMC
Virginia Commonwealth University
Seite 1406.12.2000
Push
• One to all
Electronic document delivery
Cologne library newsletter
• One to many
Notification via E-Mail
• One to one
Seite 1506.12.2000
One-to-one distribution: a guideline
• Identify customers, individually and addressably • Differentiate them, by value and needs
• Interact with them more cost-efficiently and effectively
• Customize some aspect of the enterprise’s behavior
• Source: Don Peppers, One-to-one marketing