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Making
Libraries an Online Destination

Making
Libraries an Online Destination. Lesley Williams Head, Information Services Evanston Public Library lawilliams@cityofevanston.org. The Problem…. People associate libraries with books and children, not with online services.

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Making
Libraries an Online Destination

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  1. Making
Libraries an Online Destination Lesley Williams Head, Information Services Evanston Public Library lawilliams@cityofevanston.org

  2. The Problem… • People associate libraries with books and children, not with online services. • Librarians are NOT generally thought of as an online information source

  3. “Data - what”?! • People associate “database” with technology they don’t understand.

  4. Add multiple finding points for your online resources • All online pathfinders have links to databases…

  5. Making online magazines findable…

  6. Not everything online is a “database”…

  7. Let’s Get Radical! • Most of our potential users are NOT reading library publications or visiting library websites. • To sell our online services, we need to reach beyond our core audience

  8. Strategy One: Community Partners • Chambers of Commerce • Hospitals • Schools • City Government Do they link to your library resources?

  9. Strategy 2: Consortia and Systems • Can get more bang for marketing buck • Easier to build awareness if everyone in state or region has same access

  10. Inspire.net • Has a $200,000 annual marketing budget • Cable tv ads hit as many as 300,000 viewers per day • Does targeted marketing to businesses, college students

  11. Easier Access • IP address range: used in Connecticut and Indiana • Login with state ID or driver’s license: used in Michigan, Nebraska • Login with personalized password: used in Maine, Massachusetts, Indiana

  12. http://www.iconn.org/iConnMarketingSurveyReport.aspx George Pettinico, Associate Director Center for Survey Research and Analysis University of Connecticut iCONN Market Survey Presentation of Key Findings

  13. Study Background & Objectives • The Connecticut State Library commissioned CSRA to conduct a statewide survey to: • Collect background information on online usage and habits in the state • Measure awareness and usage of iCONN • Among those aware – how did they hear about it? • Among users – how satisfied are they with iCONN? • Measure interest in iCONN among non-users – via a description of the service and its offerings • What offerings are most appealing? • Gain some insight into how to best market iCONN

  14. ICONN Marketing strategies • Insight #1: Emphasize offerings with the most widespread appeal. • Insight #2: For communications to targeted audiences, identify the offerings that appeal to various subgroups • Usage has grown from under 5 million logins in 2001 to over 19 million in 2005

  15. Iconn ads in local media • Appeared in non-library publications • Targeted; different ads for business publications, schools, travel etc.

  16. Strategy 3: Vendors • Have marketing experience, budget • Most are uncomfortable targeting end users; may fear conflict of interest • VENDORS NEED TO HEAR FROM US!!

  17. How End User Marketing Helps Vendors • Library product promotes the individual subscription product. • Patrons will encourage libraries to subscribe to a worthwhile tool.

  18. Working the Media…

  19. The Power of Advertising • Can library online services become the bottled water of tomorrow?

  20. Websites used… • John Kupersmith’s “Library terms that users understand” www.jkup.net/terms.html • Evanston Public Library - www.epl.org • Hennepin County Library- www.hclib.org • Portland Public Library: www.portlandlibrary.com/ • Indiana’s Inspire.net • Connecticut’s Iconn.org • ICONN Market Survey • http://www.iconn.org/iConnMarketingSurveyReport.aspx • Gale’s accessmylibrary.com

  21. Thanks!! Lesley Williams Evanston Public Library Evanston IL 60201 Lawilliams@cityofevanston.org 847-448-8646

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