the transformative power of statistical analysis and marketing
DESCRIPTION
「アメリカ大使館情報資料担当官に聞く!―図書館を変える統計分析とブランド構築」 A presentation given on Nov. 6th, 2014 at the 16th Library Fair and Forum. トレンド分析の専門家としてニュージャージー州立図書館に勤務した経験を持つバトゥナガー氏に、図書館運営における統計分析とマーケティングの重要性についてお話しいただく。 政府が発表する年間統計や図書館が独自にまとめるローカルな統計を複合的に分析することで、ROIを正確に把握できるだけでなく、多角的な評価基準を設け、予算申請の際の判断材料にしたり、利用者のニーズにより合致したサービスを展開できるなど、将来のアクションを決定するうえで重要なデータを入手することができる。 また、予算が縮小の一途をたどり図書館の存在自体が危ぶまれる今、サービスを提供するだけでは不十分で、図書館の存在意義を市民に理解してもらう必要がある。氏には「図書館ブランド」の構築からそのマーケティングまでの道筋を事例を通してご説明いただく。※逐次通訳あり。 発表者: 講師 (Speaker):Alka Bhatnagar(米国大使館 広報文化交流部 情報資料担当官)TRANSCRIPT
The Transformative Power of
Statistical Analysis and Marketing in
Libraries
Presenter:
Alka Bhatnagar Regional Information Resource Officer
U.S. Embassy, Tokyo
Overview
• Data collection
• Mining and deriving the “meaning”
• Analysis and trends
• Library challenges & Finding the opportunity
• Marketing the opportunity. Turning marketing “Inside Out”
• Transforming Lives. Job Search most compelling. ALA Presidential Initiative: “Libraries Change Lives: Promise of Libraries”
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Why Gather Statistics
• Numbers driven environment.
• Fact based reporting & analysis: no anecdotal statements! Substantiate story.
• Show Value & ROI
• Strengthen case to request funding
• Marketing & Advocacy
• Develop meaningful strategy matching trends
• Comply with standards
• Benchmarking 3
Data Analytics is Future!…Nov. 21, 2013
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What should be measured?
Key Performance Indicators (KPIs) based on:
• Resources allocated especially funding
• People
Customers
Staff
• Products
• Services
• Place
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KPIs co-related with….
• Operating income received : federal, state, municipal
• Expenses by category : materials, personnel
• Circulation by category and per capita
• Staffing patterns
• Library services : programs, attendance, usage, services to non-English speaking populations, to job-seekers
Calculating different ratios will determine value and ROI, and develop strategic future plans
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Date Year Statistical Year 2013 contd…
Statistical Comparison 1990-2013
2013 Data Spreadsheet (Circulation)
IMLS’s Data Collection & Analysis
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Benchmarking Nationally
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Benchmarking!
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PL Stars by State
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Bhatnagar, Alka. "Web analytics for business intelligence: beyond hits and sessions. Online Nov.-Dec. 2009: 32+. Academic OneFile..
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IFLA 2013 : Projected Trends….
Evolutionary trends of Library!
Then…
• Book & information repository
• Paper
• “Guarded” information
• Defined hours of service
• Customer– In-house
• Resources– Self Contained
• Consumption
• Passive
CONSTANT= Civic Institution
Now…
• Book & information repository
• Paper & Electronic
• Customer – In-house and Remote & self publisher
• Resources-- shared
• Community hub
• Collaborative space
• Tech Center
• Creation /Maker Space
• Open Access
• 24/7 services
• Active 19
Ecosystem Libraries are Operating in
• Provide products and services to shifting demographics
• Shifting global socio-economic conditions where "average" is no longer acceptable
• Knowledge expansion driving growth
• Flat world
• Global Communities with abundance of choices and high expectations
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Library Challenges!
• Growing Demand, Shrinking Resources!
• Yet provide access and opportunity for all!
• Technology Advances Exponential
• Exponential growth of information
• Compete amidst changing new economies
• Library NOT the ONLY information provider
• Time is premium. Question becomes how to “get the piece of the pie?”, ENGAGEMENT!
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Libraries competing for $$$ !!
• Public Libraries asked to show outcomes, ROI, their values, etc. amongst other civic organizations
• But PL offer public goods which are difficult to value… (each product or service is used by several customers and mostly valuation/impact is not immediate), unlike a tangible product
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OCLC Report 2008
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Build It & They will come! Not anymore!
*91% of Americans ages 16 and older say public libraries are important to their communities
*However, just 22% say they know all or most of the services their libraries offer *Analyze the missing link and build awareness
“Library Services in the Digital Age” http://libraries.pewinternet.org/2013/01/22/library-services/
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Seattle PL applying the trend!
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Intersecting Disciplines: Rutgers Gets it…
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Marketing Fundamental
• Delighting customers:
“It is no longer enough to satisfy customers. You must delight them.”—Philip Kotler on Marketing It is experience & engagement world
• Market research
Identify, anticipate, and satisfy customer’s perceived (and unperceived) requirements
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Marketing Process • Determine what organization wants to achieve
• Gather data for fact based analysis
• Analyze
• Study relevant trends
• Overlay trends with expected customer acquisition, engagement, and retention /outcome
• Market Research starting with U.S. Census
• Develop marketing strategy to get measurable outputs & outcomes using relevant channels
• Constantly build awareness, trust, and goodwill. 28
Why Market? Awareness to Funding!
Build “library brand” awareness matching products and services @ library by formulating a strategy
• Comprehend customer needs and “pain points”
• Determine “valued products & services”
• Communicate the “value”
• Increase visibility and goodwill
Result= Justifiable funding for the library 29
Overarching Marketing Strategy
Marketing Inside Out
• Why are Libraries Different? NOT What they do
• Leaders in NJSL “Create A Movement”
• Mobilize the “Library Tribe”
• Fire Up Passion & Connect Passion
• Believers Tell “Branded” Story
Marketing Gone Viral!
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Marketing Inside Out: “Dream, Explore, Imagine!” Camden County Library’s Award Winning Campaign
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Training Librarians To “Tell Their Story”
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Campaign Promoted: Events & Online!
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Remarkable Branding Gone Global!
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Marketing: Comprehensive, Collective Initiative
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Transforming Lives: Job Search
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Building Portals for Increasing Awareness: NJWorks.org for job seekers
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Marketing Kits: Branded Messaging a.k.a. “Sing from the same song sheet”
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Marketing Kits from OCLC & Ebsco
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Marketing points to remember
• Evidence based: numbers, stories, visuals
• Continuous process
• You are the marketing symbol (1st point)
• Be at and be visible “at the table”
• Determine your unique proposition and convey it
• Branded identity
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Thank You!
Questions & Discussion
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