Kyrille Goldbeck College Librarian for Natural Resources
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Transcript of Kyrille Goldbeck College Librarian for Natural Resources
The Marketing and Instruction of New
Tools for Libraries: LibX a Case Study
Kyrille GoldbeckCollege Librarian for Natural Resources
LOEX MAY 2007 Uncharted Waters
“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 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 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 Libraries
WHY???
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 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 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 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 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 Libraries
Toolbar option
The Marketing and Instruction of New Tools for Libraries
Context Menu
The Marketing and Instruction of New Tools for Libraries
The Marketing and Instruction of New Tools for Libraries
Visual Cues
The Marketing and Instruction of New Tools for Libraries
Is LibX effective?Recall and Precision for Single-click Known-item Retrieval via LibX
85 8273
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Nature J ournal of Marriageand Family
American Institute forAeronautics and
Astronautics J ournal
J ournal of Marketing
J ournal
No Item Retrieved
Wrong Item Retrieved
Correct I tem Retrieved
The Marketing and Instruction of New Tools for Libraries
Marketing
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 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 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 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 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 Libraries
How have we promoted LibX to:
Other Institutions
Our Users
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 Libraries
Promotional tools: Website (http://libx.org) LibX email ([email protected]) & LibX Listserv Business cards
Future ideas:• Mugs• T-shirts• Pens
LibX Conference
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 Libraries
Address learning styles Visual Auditory Textual (note-takes, reflective learners) Tactile
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 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 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 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 Libraries
Questions?LibX Team:
Annette Bailey Nathan Baker
Dr. Godmar Back Mike Doyle
Kyrille Goldbeck Robert Ellis
Tilottama Gaat
The Marketing and Instruction of New Tools for Libraries