The Marketing and Instruction of New Tools for Libraries: LibX a Case Study Kyrille Goldbeck College Librarian for Natural Resources LOEX MAY 2007 Uncharted.

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


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


WHY???


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)


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)


Joan Lippincott:

“Libraries need to find ways to make their information access systems more approachable by students...”


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


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?


Toolbar option


Context Menu



Visual Cues


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


Marketing


Marketing Basics

The Four P’s:• PRODUCT• PRICE• POSITION • PROMOTION

= Development of the Marketing Plan


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


“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


Word of Mouth influences a variety of conditions:

• Awareness• Expectations• Perceptions• Attitudes• Behavioural intentions• Behaviour

- Buttle


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


How have we promoted LibX to:

Other Institutions

Our Users


Promotion of LibX to Institutions: Word of Mouth

• Conferences• Institutions/universities• Association meetings

WOM sparked discussions of LibX throughout the library community


Promotional tools: Website (http://libx.org) LibX email ([email protected]) & LibX Listserv Business cards

Future ideas:• Mugs• T-shirts• Pens

LibX Conference


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


Address learning styles Visual Auditory Textual (note-takes, reflective learners) Tactile


Online tutorials

Static web page

Lecture-style tutorial

Interactive tutorial


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


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)


Further research from the LibX Team: • Conducting usability studies• Determining “best practices” of

Instructional tools and formats Promotional and marketing techniques


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: LibX a Case Study Kyrille Goldbeck College Librarian for Natural Resources LOEX MAY 2007 Uncharted.

Documents

instruction of new tools

marketing plan

marketing basics

marketing efforts

promotional tools

promotion of libx

libx effective

discussions of libx