the art of branding the invicible
DESCRIPTION
What are the implications when the physical library collection migrates to electronic? And how can you brand af marketing electronic resources? Presentation at the yearly NNC meeting at Nordic Institute for Asian Studies Library, Copenhagen, November 8th 2013TRANSCRIPT
The art of branding the invisibleNIAS, Copenhagen, November 8th 2013Christian Lauersen, The Royal Library
Agenda• A little bit about marketing
• Context: surroundings, challenges and opportunities
• How? - Direct sale - Marketing in context - Accessibility - Crowd sourcing - Patron Driven Acquisition - Principles for marketing - Daily sale
For a business not to advertise is like winking at a girl in the dark. You know what you are doing but no one else does- Stuart H. Britt
We also have e-books
Licences, e-resources, net media etc.-Do the users know what we are talking about?
Licenser og netmedier - Ved brugerne hvad vi taler om?
2012:48 million Dkr. spent on e-resourcesArticle downloads: 4.217.546 Searches in fact databases: 2.715.618Searches in bibliographic databases: 1.916.735Section requests on e-books: 373.368Electronic traffic all in all: 9.223.267
Copenhagen University Library and electronic ressources
Billede af studerende
The users
All content will be digital
The physical space is changing- Is a library without books still a library?
Learning Commons- Technology, academia and skills
Business models andlibrary bypass
Search and navigation on the web will be optimized
Loss of professionalism, loss of identity
Making the sale
Direct sale
Dissemination before formats
E-resources in context
Acessibility and online dissemination
Crowd sourcing
•http://www.youtube.com/watch?v=-LpYY9DAkN4
Make use of the users
Patron Driven Acquisition – let the users enter the catalog
Marketing Principles
From library logics to user logic
Tired of struggeling with your reference list the night before turning in your paper?Try one of the library’s Zotero cources
Var alle dine opgavebøger udlånt fra biblioteket?- Snup en tudekiks og en e-bog
Were all your course books taken out of the library?- Grap a cookie and an e-book
Tænk ud af biblioteket
Move the library out of the library
Make the resources relate to the real world
Partnerskaber
Seek Partnerships
Evaluation – understand the effect
The daily sale
Direct sale
Thanks for listeningChristian LauersenDeputy director,Copenhagen University Library South / The Royal LibraryE-mail: [email protected]: slideshare.com/lauersenLinkedin: linkedin.com/in/lauersenTwitter: @clauersen