Discovery-to-delivery: marketing library e-resources at the point of need DeLaMare Science & Engineering Library University of Nevada, Reno [email protected]
Oct 17, 2014
Discovery-to-delivery:marketing library e-resources at the
point of need
DeLaMare Science & Engineering Library University of Nevada, Reno
Problem statement:“Librarians have long espoused the belief
that 80 percent of a library’s circulation is driven by approximately 20 percent of the collection.”1
1 Press release, 21 September 2011: “OCLC Research and OhioLINK release report and related data to support understanding of book usage patterns in academic libraries”, retrieved 9/26/2011 from http://www.librarytechnology.org/ltg-displaytext.pl?RC=16083
“The analysis of a year’s circulation statistics from this study indicates that 80 percent of the circulation is driven by just 6 percent of the collection.”1
“Idiom”:
Book sculpture, byMatej Krén - displayed in
the entrance hall of PragueMunicipal Library:
Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream
Image credit: licensed under Creative Commons Attribution-NonCommercial-ShareAlike 2.0 Generic on flickr by Mar.tin. Retrieved October 1, 2011 from: http://www.flickr.com/photos/dermartin/2955625983/sizes/o/in/photostream/
(The view inside “Idiom”:
Visualized:
If the nearly seventeen footHeight represents thecollection…
Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream
a little over three feetrepresents the belief…
Visualized:
Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream
Less than one foot accountsfor 80% of the circulation.
Visualized:
Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream
Maybe they don’t even know that the other 94% are there.
dabbling with bringinglibrary resources to theattention at the point of need…
Remix of original image licensed under Creative Commons Attribution-NonCommercial-ShareAlike 2.0 Generic on flickr by mary hodder.Original image retrieved October 9, 2011 from: http://www.flickr.com/photos/maryhodder/966994992/sizes/o/in/photostream/
An “almost retail” wall display at the entry to @One:
Would a printed shortened url work?
Links to:
Reasons it won’t work:
• “Nobody reads signs.”• “It’s already on the library website.”• “They’ll have to write it down <or email
it, text it, or …>? Come on.”
But it did!
No-muss targeted outreach that continues to introduce essentially a person a day to the e-resource.
Rather than canceling the subscription,we’ve had to more than double the numberof licensed seats.
Next we tried a QR code…
But on the @One eReader Bar:
Images credit: Lisa Kurt, of Kurt, L. & Colegrove, P. T. (October 17, 2011). “The @One eReaderbar: Apple inspired, library designed”. Internet Librarian 2011, Session A106.
Thatlinks to:
It worked too!
Driving the mostpopular guide on the library website?!
Anecdotal, but QRcodes have started toorganically pop uparound the library…
Hmmm - if “retail” displays appear to be working… ads?
Summer Scholars: a last-minute “opportunity”
Surely a targeted ad on FaceBook could get the word out?
Surely a targeted ad on FaceBook could get the word out?
“Great idea! They’realways on FaceBook…”
FAIL.
“twitter failwhale blowfish” - Creative Commons Attribution-NonCommercial-NoDerivs licensed by buzz bishop.Retrieved 9/26/2011 from http://www.flickr.com/photos/buzzbishop/3323389892/sizes/o/in/photostream/
Despite our best efforts, over the course ofthe 30-day period of the trial, we were unableto successfully target the ad geographically.
YMMV.
We simultaneously ran the same display ad using Google AdWords:
Remix of original image licensed under Creative Commons Attribution-NonCommercial Share-alike 2.0 Generic on flickr by eric731.Original image retrieved October 9, 2011 from: http://www.flickr.com/photos/eric731/5375878032/sizes/l/in/photostream/
Much better:
Google Analytics for Target Page:
We manually set keywords:
Success.
The AdWords campaign was seenand acted on by the target audience.
In short:
Working on the larger problem:
• We’re launching an A/B trial using two pools of titles randomly selected from the pool– Running AdWords campaigns built around the
metadata in the catalog record associated with each title programmatically.
• Similarly, developing keywords to target introduce selected subscribed databases
…put a dent in the universe.- Steve Jobs
In other words:
Image of Hale-Bopp /Steward Observatories 61-inch dome retrieved October 13, 2011 from: http://james.as.arizona.edu/~psmith/61inch/#mark3
Snell, J. (October 6, 2011). “Steve Jobs: Making a dent in the universe”. MacWorld blog, retrieved October 13, 2011 from: http://www.macworld.com/article/162827/2011/10/steve_jobs_making_a_dent_in_the_universe.html