Post on 27-Mar-2015
OLA Superconference: Session #1218, Fri, 4 Feb, 2 p.m.Liz Dobson, Centennial College edobson@centennialcollege.ca
Tel: 416-289-5000 x 7007
Selling What Can’t Be Seen:
If you build it, will they come?
askON Virtual Reference Service at Centennial College
Libraries
askON
exit surveyHow did you learn
about askON?
From KO eResource portal Discovered link on my
library website From my local library Web search From a friend From a media source
(newspaper, radio, twitter etc.)
Other
Tell us how we did today
1- Poor - I did not receive the help I needed.
2 - Fair - I received some help but not what I expected.
3 - Good - I got what I expected.
4 - Excellent - I got more than I expected.
askON
tent cards
service promotion & placement… Library website: homepage, other Library pages Blackboard courseware, MyCentennial portal Place ads on Twitter & Facebook Email “Vine” broadcasts to faculty Printed tent cards & fliers (in displays, as
bookmarks, handouts at classroom instruction sessions, in the cafeteria
Promote through personal contacts: reference work, faculty contacts
Plans to make a promotional video & to add QR codes …
VIDEO
A tutorial?
A narrative?
QR CODES
Matrix barcode readable by smartphones & mobile phones with
cameras.
They will be placed in a variety of places
(usually on the wall) both inside and
outside the Library,
askON
Centennial College Libraries & college sector
College traffic..
Jan-Apr 2009 v Jan-Apr 2010……60% increase in traffic......27% increase in partner libraries
Testimonials – college sector
“Amazing service!!!!!!! – Georgian College student
“Suddenly, customer service doesn’t mean lining up at a front desk, waiting on a poor overworked soul to answer questions…It felt collaborative, constructive, and fun!”
– askON student user
“I really appreciated being able to get library help online from the comfort of my own home. As a part-time student I don’t always have the time to go to the library so this service is very valuable to me.
– student askON user
Placing our marketing in context…
Traditional marketingTraditional marketing
Interruptive Telling and selling Focus on product or service benefits:
“solutions to basic core needs” Often irrelevant promotion Now “a full blitz” (saturation)
Contemporary marketing trends
Non-interruptive Not telling & selling Focus on experiences & higher
personal needs Brand has more importance More relevant promotion
Experiences that tap Experiences that tap into our “higher into our “higher personal needs”personal needs”
Relationships Entertainment Opportunities to change ourselves & the
world for the better Connections with greatness
Contemporary marketing & the importance of
branding
BMW Canada “The ultimate driving experience”
Apple - Creativity, imagination
American Express -World class
askON “Online research help”
Library Virtual Services - What is our brand? How do we express it?