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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.
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Marie R. Kennedy@orgmonkey
Loyola Marymount UniversityCalifornia Academic & Research Libraries Conference 2014
An inten'onal conversa'on: Electronic resources
and your library patrons
Spoiler alert:It’s what you’re already doing, just done in a systematic way
agendaa typical marketing cycle +
learning about your patron +two case reports =
inspiration!
What’s marketing?
inigo
underpants gnomes
Kyle: “What are you going to do with all these underpants that you steal?” Gnome: “Collecting underpants is just Phase 1. Phase 1: Collect underpants.”
Kyle: “So what’s Phase 2?”
Gnome: “Well, Phase 3 is Profit. Get it?”
undies run
Know your patron
Informal methodsCase study
SurveyParticipant observation
Cohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
Know your patron
Case studySurvey
Participant observationCohort studyFocus group
research questionmethodsfindings
Case Report 1: Collaborative Marketing Project
Is a collaborative model of benchmarking the marketing of electronic resources feasible?
METHODS
Strategy
FINDINGS
48%
87%
3.3
Of those who had used the resource before, 82% learned something new
SEND ME
Case Report 2: Student Employee Project
research questionmethodsfindings
This project was completed in collaboration with David P. Kennedy (RAND Corporation)
Evaluating a Cultural Domain
Goal: Efficiently and effectively determine items in a domain and understand how they are related to each other.
Step 1: Free Lists
Free Listing: Cultural Domain of
• Systematic: Everyone was given the same question: “Think about all of the things that people on LMU campus do when they use library services. Off the top of your head, list all of the ways that people on LMU campus use the library.”
•Exploratory: How they answer is up to them
Evaluating a Cultural Domain
Goal: Efficiently and effectively determine items in a domain and understand how they are related to each other.
Step 2: Pile sorting items identified in free lists
Free List Text to Cards
Apple
Pear
1
3 Corn
Banana
2
4
Cards to Piles
Apple
Banana
Breadfruit
Kumquat
Currant Pile 1: “Fruit I eat at lunch”
Pile 2: “Fruit I don’t like”
Pile 3: “Fruit I’m not sure what they are”
Image attributions:
Slide 2: http://www.flickr.com/photos/7883660@N05/466221141Slide 14: http://www.flickr.com/photos/
12023477@N05/3531718174Slide 15: http://www.isilm.com/development.htmlSlide 18, 19: Jamie Hazlitt ([email protected])
