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

85

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

100 100 100 100

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 (libx.org@gmail.com) & 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