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The art of branding the invisibleNIAS, Copenhagen, November 8th 2013Christian Lauersen, The Royal Library

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Agenda• A little bit about marketing

• Context: surroundings, challenges and opportunities

• How? - Direct sale - Marketing in context - Accessibility - Crowd sourcing - Patron Driven Acquisition - Principles for marketing - Daily sale

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For a business not to advertise is like winking at a girl in the dark. You know what you are doing but no one else does- Stuart H. Britt

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We also have e-books

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Licences, e-resources, net media etc.-Do the users know what we are talking about?

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Licenser og netmedier - Ved brugerne hvad vi taler om?

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2012:48 million Dkr. spent on e-resourcesArticle downloads: 4.217.546 Searches in fact databases: 2.715.618Searches in bibliographic databases: 1.916.735Section requests on e-books: 373.368Electronic traffic all in all: 9.223.267

Copenhagen University Library and electronic ressources

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Billede af studerende

The users

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All content will be digital

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The physical space is changing- Is a library without books still a library?

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Learning Commons- Technology, academia and skills

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Business models andlibrary bypass

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Search and navigation on the web will be optimized

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Loss of professionalism, loss of identity

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Making the sale

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Direct sale

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Dissemination before formats

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E-resources in context

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Acessibility and online dissemination

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Crowd sourcing

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•http://www.youtube.com/watch?v=-LpYY9DAkN4

Make use of the users

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Patron Driven Acquisition – let the users enter the catalog

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Marketing Principles

From library logics to user logic

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Tired of struggeling with your reference list the night before turning in your paper?Try one of the library’s Zotero cources

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Var alle dine opgavebøger udlånt fra biblioteket?- Snup en tudekiks og en e-bog

Were all your course books taken out of the library?- Grap a cookie and an e-book

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Tænk ud af biblioteket

Move the library out of the library

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Make the resources relate to the real world

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Partnerskaber

Seek Partnerships

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Evaluation – understand the effect

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The daily sale

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Direct sale

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Thanks for listeningChristian LauersenDeputy director,Copenhagen University Library South / The Royal LibraryE-mail: [email protected]: slideshare.com/lauersenLinkedin: linkedin.com/in/lauersenTwitter: @clauersen