ola superconference: session #1218, fri, 4 feb, 2 p.m. liz dobson, centennial college...
TRANSCRIPT
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OLA Superconference: Session #1218, Fri, 4 Feb, 2 p.m.Liz Dobson, Centennial College [email protected]
Tel: 416-289-5000 x 7007
Selling What Can’t Be Seen:
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If you build it, will they come?
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askON Virtual Reference Service at Centennial College
Libraries
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askON
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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.
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askON
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tent cards
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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
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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,
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askON
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Centennial College Libraries & college sector
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College traffic..
Jan-Apr 2009 v Jan-Apr 2010……60% increase in traffic......27% increase in partner libraries
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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
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Placing our marketing in context…
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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)
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Contemporary marketing trends
Non-interruptive Not telling & selling Focus on experiences & higher
personal needs Brand has more importance More relevant promotion
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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
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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?
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