Marketing academic libraries
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Transcript of Marketing academic libraries
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Marketing Academic Libraries
Data, Trends and Suggestions
Created by Andrea Mullen and Julia Furay for the Brooklyn College Library
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How one respondent described the library’s key to success: “Engagement with our audience that includes having
a presence at their activities; rather than having them come to us, we come
to them.”- Lynda James-Gilboe
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Our Goal
• To find creative ideas for marketing academic libraries through recent literature
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Challenges
• Library literature tends to be anecdotal: case studies are plentiful, but wide-ranging data on marketing and its effectiveness is difficult to find
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Reports from the field: What has been done
(And has it been successful?)
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1. Proactive marketing
(New ideas for traditional outreach)
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Giveaways(a few highlights of our research)
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Giveaway ideas (a few highlights of our research)
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Giveaway ideas(a few highlights of our research)
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Giveaway ideas(a few highlights of our research)
"I cannot help you, for I am just a cookie. But a librarian can"
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Giveaway ideas(a few highlights of our research)
"Get Smart @ the WSU Library"
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Promoting Literacy (a few highlights of our research)
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Promoting Literacy (a few highlights of our research)
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Reports from the field (a few highlights of our research)
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2. Partnership marketing
(Calling on students to become part of an outreach effort)
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Partnering with Marketing Students
(a few highlights of our research)
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Results
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Contests
(a few highlights of our research)
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Contests (a few highlights of our research)
To Grill a Mockingbird
Frank in Stein
Candied Voltaire
The Malted Falcon
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Social Media Marketing
(You knew we were going there)
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College students and social media
Source: Facebook Users Average 7 Hours a Month (The Nielsen Company)
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College students and social media
Source: Facebook Users Average 7 Hours a Month (The Nielsen Company)
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College Students and Social Media
Source: Trends in Teen Communication and Social Media Use: What’s Really Going On Here? (Pew Internet)
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What Does this Mean?
Is it worth it to invest the effort and time into a Twitter feed when the teen usage statistics are so low?
(questions to consider)
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What Does this Mean?
Is it worth it to invest the effort and time into a Twitter feed when the teen usage statistics are so low?
(questions to consider)
Should the Brooklyn College Library use its Facebook page as a marketing channel?
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What Does this Mean?
Is it worth it to invest the effort and time into a Twitter feed when the teen usage statistics are so low?
(questions to consider)
Should the Brooklyn College Library use its Facebook page as a marketing channel?
What other social media marketing channels might BCL consider?
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Suggestions for Moving Forward
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Specific Services or Areas We May Want to Market
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Specific Services or Areas We May Want to Market
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Specific Services or Areas We May Want to Market
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Suggestions for Moving Forward
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Why?
o An easy outlet for Brooklyn College Library to express itself
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Why?
o An easy outlet for Brooklyn College Library to express itself
o Promotes image of the Brooklyn College Library as the forward-thinking, inventive library it already is!
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Why?
o An easy outlet for Brooklyn College Library to express itself
o Promotes image of the Brooklyn College Library as the forward-thinking, inventive library it already is!
o Students are using it
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Why?
o An easy outlet for Brooklyn College Library to express itself
o Promotes image of the Brooklyn College Library as the forward-thinking, inventive library it already is!
o Students are using it
o Minimal staffing
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Suggestions for Moving Forward
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Thanks for listening
(We’d love to help put these thoughts into actions)
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Works Cited
Cummings, L.. (2007). Bursting out of the box: Outreach to the millennial generation through student services programs. Reference Services Review, 35(2), 285-295.
Duke, L., MacDonald, J., & Trimble, C. (2009). Collaboration between Marketing Students and the Library: An Experiential Learning Project to Promote Reference Services. College & Research Libraries, 70(2), 109-21. Retrieved from Library Lit & Inf Full Text database Elliott, J. (2007). Academic Libraries and Extracurricular Reading Promotion. Reference & User Services Quarterly, 46(3), 34-43. Retrieved from EBSCOhost.
Facebook users average 7 hrs a month in january as digital universe expands [Web log message]. (2010, February 16). Retrieved from http://blog.nielsen.com/nielsenwire/online_mobile/facebook-users-average-7-hrs-a-month-in-january-as-digital-universe-expands/
Hendrix, D., Chiarella, D., Hasman, L., Murphy, S., & Zafron, M. (2009). Use of Facebook in academic health sciences libraries. Journal of the Medical Library Association, 97(1), 44-7. doi: 10.3163/1536-5050.97.1.008
Hillery, L.B., & Henkel, H.L. (2010). Literature, Community and Cooperation: The Big Read at Regent University. Public Services Quarterly, 6, 331-342.
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Works Cited
James-Gilboe, L. (2010). Raising the Library Profile to Fight Budget Challenges. The Serials Librarian, 59(3/4), 360-9. Jennings, E., & Tvaruzka, K. (2010). Quick and Dirty Library Promotions That Really Work. Journal of Library Innovation, 1(2), 6-14. Retrieved March 9, 2011, from http://www.libraryinnovation.org/article/view/18 Salmond, K. & Purcell, K. (2011). Trends in Teen Communication and Social Media Use: What’s Really Going On Here? Retreived from http://pewinternet.org/Presentations/2011/Feb/~/media/Files/Presentations/2011/Feb/Pew%20Internet_Girl%20Scout%20Webinar%20PDF.pdf
Smith, R. & Young, N. (2008). Giving pleasure its due: Collection promotion and readers’ advisory in academic libraries. The Journal of Academic Librarianship, 34(6), 520-526.