You’ve licensed it.Now what?

Charleston Conference2014

Sarah McLeskey • Christine Fischer • Steven Milewski • Jim Davis

SWOT AnalysisIN

TE

RN

AL

F

AC

TO

RS

INT

ER

NA

L

FA

CT

OR

SE

XT

ER

NA

L

FA

CT

OR

SE

XT

ER

NA

L

FA

CT

OR

S

STRENGTHSSTRENGTHS WEAKNESSESWEAKNESSES

OPPORTUNITIESOPPORTUNITIES THREATSTHREATS

SW

OT

• High quality content• 24/7• Easy to access• Librarians• Liaison system

• Uninformed users• Not as easy as web• Content limited• Lack of awareness• No one liaison

• Web page updates• MARC records• Library instruction• Tutorials• Expansion of online education• New faculty orientation

• YouTube• Netflix, Hulu, Amazon• Lack of appreciation • Millennial learning styles• “good enough” mentality

HARMFULTo achieving the objectives

HARMFULTo achieving the objectives

HELPFULTo achieving the objectives

HELPFULTo achieving the objectives

Sources

• Dubicki, Eleonora. "Basic Marketing and Promotion Concepts." Serials Librarian 53, no. 3 (December 2007): 5-15. Library Literature & Information Science Index (H.W. Wilson), EBSCOhost (accessed October 16, 2014).

• Rogers, Stuart C. Marketing Strategies, Tactics, and Techniques: a handbook for practitioners. Westport: Quorum Books, 2001.

• Smith, Debbi A. "Strategic Marketing of Library Resources and Services." College & Undergraduate Libraries 18, no. 4 (October 2011): 333-349. Library Literature & Information Science Index (H.W. Wilson), EBSCOhost (accessed October 16, 2014).

The University of North Carolina at Greensboro

Public university, established 1891 14,000 undergraduates 3,000 graduate students

72 master’s programs; 27 doctoral programs

Carnegie Foundation classification Research University with High Research Activity

uncg.libguides.com/streamingfilms

Focus on Library Liaisons

• Early fall semester 2014• Webinars by representatives of

– Docuseek2– Kanopy– Alexander Street Press

• Liaisons share information with departmental faculty– incl, links to specific films / collections

Publicize on home page in rotation w/ other news

Departmental Faculty

• Faculty Center Takeover– Once each month on a Thursday

afternoon– Faculty gather as a community– University Libraries to sponsor one

session in spring 2015• Discuss and demonstrate services and

collections

Promoting Your Video Collection

Steven MilewskiUniversity of Tennessee – KnoxvilleNovember, 2014

University of Tennessee - Knoxville

• Land grant• Public Inst.• Flagship• 26,000 FTE

Hodges Library

If you License it will they come?

Jonas Forth

Our Streaming Collections• Alexander Street Press• Films Media Group• Ambrose, Bullfrog, Insight Media, Kino, Media Education

Foundation, New Day Digital• Many more and also platforms like Docuseek2, Kanopy, and

Residence Life Cinema, Criterion USA• In house

• Also over 18,000 DVD/VHS

Our goal is to increase usage - Here are the Usual Suspects

• Instructor requested (specific title)

• Library Trials especially with Subject Librarians and Their Departments

• Discovered: Catalog and/or Database (MARC + Created Records)

• Libguide http://libguides.utk.edu/streaming

• Taste of Tennessee (New Student Orientation Table)

• Word of Mouth (Librarians, Instructors, Students)

Advertising From Within

• Subject Librarians Both advertisers and targets of advertising

• Library “BrownBags”

Library Commons Reopening

Advertising on our “Mainstreet”

• Commons Open House – reopening of Commons

• Graduate Student Open House• New Years Resolution Academic Fair• Digital Signage

Graduate Student Open House

Promotional Aids: PostersThese from ASP

Promotional Aids: Bookmarks and Business Cards

• Residence Life Cinema (Swank) example• Bumpers (Short videos in front of movie)• Promotional Aids• Selection groups

Ask Your Vendor!

Promotional Aids From Vendors

• Example of embedding: “Films on Demand” has “Usage Booster” widgets

Outreach: Hodges Wall and Library Take Out Program

Ingrid Ruffin

Getting to them Early!Presentation Sessions for

New Instructors

• GTA Orientation

• “Best Practices in Teaching” - Teaching GTAs

• New Faculty Orientation

• Summer Teaching Institute – OIT and Teaching and Learning (CMS focus)

Presentation to New Faculty

A Slippery Topic: The Library Can Help• http://prezi.com/fk-uktxlk9_h/copy-of-a-slippery-topic/?

utm_campaign=share&utm_medium=copy

Teresa Walker

What is needed?

• Content• Usability• Findability• Functionality

Promotion!

The End

bk1bennet

SourcesPhoto: “Adam Wainwright Just Threw Behind Brad Ausmus in the Third Inning

(https://flic.kr/p/4JdTan)” by bk1bennett / CC BY-ND (http://www.creativecommons .org/licenses/by/2.0/)

Photo: “Empty seats and a field (https://flic.kr/p/6w8ZTA)” by Jonas Forth / CC BY-ND (http://www.creativecommons .org/licenses/by/2.0/)

Ruffin, I. (2014). Take Out: Residence Life Newsletter (January) (Unpublished Poster). University ofTennessee, Knoxville TN.

Ruffin, I. (2014). Take Out: Residence Life Newsletter (March) (Unpublished Poster). University ofTennessee, Knoxville TN.

Walker, T. B. “A Slippery Topic? The Library Can Help.” University of Tennessee, Knoxville, TN.14 August 2013. Presentation. Retrieved from

http://prezi.com/fk-uktxlk9_h/?utm_campaign=share&utm_medium=copy&rc=ex0share.

• Thanks to Martha Rudolf for Library Pictures

• Contact: Steven Milewski smilewsk@utk.edu

Academic streaming platform for social issue and documentary film

Exclusive access to content from leading distributors

600 titles Entering our third year

http://docuseek2.com

Our interest in promoting usage

Obviously, a financial interest The brutal math:

usage = renewalsBut more than that…

Our interest in promoting usage

Philosophical reason – we like to think that our films make a difference -- they challenge, help to see the world in a different, new way.

So part of our mission is to get the films seen. The licensing process is just a formal stop along the way.

What role can the vendor play?

Discoverability support (MARC records, discoverability services)

Promotional materials Tutorials and webinars In app promotional tools In app social media sharing tools

(tools to support the library)

What other roles can the vendor play?

Academic conferences Direct mail Direct email Social media

(focus on the end user to drive demand)

Docuseek2 experience

• Screen-scraped faculty in key disciplines at selected institutions

• Also collected student organizations emails, Facebook and Twitter handles

• Email campaign to faculty• Social media campaign to student

organizations.

Preliminary results

Tier 5

Tier 3

3 college consortium

Tier 6

0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000

Minutes viewed

2013

2014

Thanks! + Contact info

Sarah McLeskey • Sarah.E.McCleskey@hofstra.edu

Christine Fischer • cmfische@uncg.edu

Steven Milewski • smilewsk@utk.edu

Jim Davis • jd@docuseek2.com