Los Angeles | London | New DelhiSingapore | Washington DC

Are Users Finding Our Online Reference Resources?

RUSA Seminar

November 20, 2013Lettie Y. Conrad

Executive Manager, Online Products

Los Angeles | London | New DelhiSingapore | Washington DC

SAGE overview

● Independent, global scholarly publisher● Books, journals, reference, databases

Los Angeles | London | New DelhiSingapore | Washington DC

Source: Somerville, M. M., Schader, B. J., and Sack, J. R. Improving Discoverability of Scholarly Content in the Twenty-First Century: Collaboration Opportunities for Librarians, Publishers, and Vendors. A White Paper commissioned by SAGE. Thousand Oaks, CA: SAGE, 2012. http://www.sagepub.com/repository/binaries/librarian/DiscoverabilityWhitePaper/

SAGE Discoverability White Paper● Best practices for access and

discovery of content in libraries

● Big problems that publishers, vendors, and libraries need to solve

● Real solutions that librarians and

publishers can implement

● Further observations for improving discoverability and visibility

Los Angeles | London | New DelhiSingapore | Washington DC

User knowledge >> channel knowledge

● Market research• Usability testing & observation• Librarian advisory boards• End-user focus groups, surveys, etc.• Info-seeking behavior research studies

● Data analysis• COUNTER reports• Google Analytics• Moz (previously SEOMoz)• Data Salon

Los Angeles | London | New DelhiSingapore | Washington DC

Discovery channels – what are they?

1. Open web search

2. Library search

3. Academic databases

Los Angeles | London | New DelhiSingapore | Washington DC

Discovery channels – 3 questions

1. Who uses it? (reader / customer persona)

2. Why does it matter to SAGE?

3. How do we monitor?

Los Angeles | London | New DelhiSingapore | Washington DC

1. Open Web Search – who uses it?

● Everyone! (despite what they may say)

● Simple and user friendly

● Quantity vs. quality traffic

● Use case: quick search, new topic

Los Angeles | London | New DelhiSingapore | Washington DC

Open web search – why does it matter?

● Everyone uses it (remember?)

● SEO = ROI

● Common ‘starter’ channel

Los Angeles | London | New DelhiSingapore | Washington DC

Open web search – how do we monitor?

● Google Analytics

● Moz

● Market research

CQ Researcher Traffic Sources

Open web searchLibrary referralsSocial mediaAcademicDirect / unknown

SAGE Knowledge Traffic Sources

Open web searchLibrary referralsSocial mediaAcademicDirect / unknown

Los Angeles | London | New DelhiSingapore | Washington DC

2. Library search – who uses it?

● Advanced students, faculty

● Advanced search / browse

● Use case: narrow queries, “known searches”

Los Angeles | London | New DelhiSingapore | Washington DC

Library search – why does it matter?

● Capture advanced readers

● Win-win strategy• Discovery services

• ERM feeds

• LibGuides, widgets and more!

Los Angeles | London | New DelhiSingapore | Washington DC

Library search – how do we monitor?

● Google Analytics

● COUNTER – cost / use

● Usability testing

Los Angeles | London | New DelhiSingapore | Washington DC

3. Academic search – who uses it?

● Advanced students, faculty, practitioners

● “Power” users

● Use case: deep research, building expertise

Los Angeles | London | New DelhiSingapore | Washington DC

Academic search – why does it matter?

● A&I• reach experts, power users

• branding, profile, scholarly ecosystem

● Mainstream academic search• hybrid, emerging technology

• reach wider audience, including advanced readers

Los Angeles | London | New DelhiSingapore | Washington DC

Academic search – how do we monitor?

● Market research

● Google Analytics % Total Usage (Sep-Dec 2012)

SAGE Journals 2.6%

SAGE Knowledge 0.6%

SAGE Research Methods

0.4%

CQ Researcher 1.5%

Los Angeles | London | New DelhiSingapore | Washington DC

Thank you!Lettie.Conrad@sagepub.com

● Cardwell, C. et. al (2012). “Beyond simple, easy and fast.” College & Research Libraries News, 73(6), 344-347. http://crln.acrl.org/content/73/6/344.full

● Haines, L. et al. 2010. Information-seeking behavior of basic science researchers: Implications for library services. Journal of the Medical Library Association, 98(1), 73-81. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2801986/

● Holman, L. (2011). Millennial students’ mental models of search: Implications for academic librarians and database developers. Journal of Academic Librarianship, 37(1), 19-27. www.sciencedirect.com/science/article/pii/S0099133310002545

● SAGE whitepaper: http://bit.ly/zWwh8E