makinglibraries an online destination
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Making Libraries an Online Destination. Lesley Williams Head, Information Services Evanston Public Library [email protected]. The Problem…. People associate libraries with books and children, not with online services. - PowerPoint PPT PresentationTRANSCRIPT
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MakingLibraries an Online Destination
Lesley Williams
Head, Information Services
Evanston Public Library
Lesley Williams
Head, Information Services
Evanston Public Library
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The Problem…• People associate libraries with books and
children, not with online services.
• Librarians are NOT generally thought of as an online information source
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“Data - what”?!
• People associate “database” with technology they don’t understand.
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• Add multiple finding points for your online resources
• All online pathfinders have links to databases…
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• Making online magazines findable…
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• Not everything online is a “database”…
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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
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Strategy One: Community Partners
• Chambers of Commerce
• Hospitals
• Schools
• City Government
Do they link to your library resources?
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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
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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
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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
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George Pettinico, Associate Director
Center for Survey Research and AnalysisUniversity of Connecticut
iCONN Market Survey
Presentation of Key Findings
http://www.iconn.org/iConnMarketingSurveyReport.aspx
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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 stateMeasure 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
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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
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Iconn ads in local media
• Appeared in non-library publications
• Targeted; different ads for business publications, schools, travel etc.
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Strategy 3: Vendors• Have marketing experience, budget
• Most are uncomfortable targeting end users; may fear conflict of interest
• VENDORS NEED TO HEAR FROM US!!
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How End User Marketing Helps
Vendors• Library product promotes the
individual subscription product.
• Patrons will encourage libraries to subscribe to a worthwhile tool.
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Working the Media…
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The Power of Advertising
• Can library online services become the bottled water of tomorrow?
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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
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Lesley Williams
Evanston Public Library
Evanston IL 60201
847-448-8646
Thanks!!