Kyrille Goldbeck College Librarian for Natural Resources

1. The Marketing and Instruction of New Tools for Libraries: LibX a Case Study Kyrille Goldbeck College Librarian for Natural Resources LOEXMAY 2007 Uncharted Waters

2. The Marketing and Instruction of New Tools for Libraries “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

3. 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

4. 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

5. The Marketing and Instruction of New Tools for Libraries WHY???

6. 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)

7. 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)

8. The Marketing and Instruction of New Tools for Libraries Joan Lippinkot: “Libraries need to find ways to make their information access systems more approachable by students...”

9. 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

10. 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?

11. The Marketing and Instruction of New Tools for Libraries Toolbar option

12. The Marketing and Instruction of New Tools for Libraries Context Menu

13. The Marketing and Instruction of New Tools for Libraries

14. The Marketing and Instruction of New Tools for Libraries Visual Cues

15. The Marketing and Instruction of New Tools for Libraries Is LibX effective?

16. The Marketing and Instruction of New Tools for Libraries Marketing

17. The Marketing and Instruction of New Tools for Libraries Marketing Basics The Four P’s: • PRODUCT • PRICE • POSITION • PROMOTION = Development of the Marketing Plan

18. 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

19. 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

20. 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

21. 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

22. The Marketing and Instruction of New Tools for Libraries How have we promoted LibX to: • Other Institutions • Our Users

23. 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

24. The Marketing and Instruction of New Tools for Libraries Promotional tools: • Website (http://libx.org) • LibX email (libx.org@gmail.com) & LibX Listserv • Business cards Future ideas: • Mugs • T-shirts • Pens LibX Conference

25. 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

26. The Marketing and Instruction of New Tools for Libraries Address learning styles • Visual • Auditory • Textual (note-takes, reflective learners) • Tactile

27. The Marketing and Instruction of New Tools for Libraries Online tutorials • Static web page • Lecture-style tutorial • Interactive tutorial

28. 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

29. 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)

30. 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

31. 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