Discovery-to-delivery:marketing library e-resources at the

point of need

DeLaMare Science & Engineering Library University of Nevada, Reno

pcolegrove@unr.edu

Problem statement:“Librarians have long espoused the belief

that 80 percent of a library’s circulation is driven by approximately 20 percent of the collection.”1

1 Press release, 21 September 2011: “OCLC Research and OhioLINK release report and related data to support understanding of book usage patterns in academic libraries”, retrieved 9/26/2011 from http://www.librarytechnology.org/ltg-displaytext.pl?RC=16083

“The analysis of a year’s circulation statistics from this study indicates that 80 percent of the circulation is driven by just 6 percent of the collection.”1

“Idiom”:

Book sculpture, byMatej Krén - displayed in

the entrance hall of PragueMunicipal Library:

Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

Image credit: licensed under Creative Commons Attribution-NonCommercial-ShareAlike 2.0 Generic on flickr by Mar.tin. Retrieved October 1, 2011 from: http://www.flickr.com/photos/dermartin/2955625983/sizes/o/in/photostream/

(The view inside “Idiom”:

Visualized:

If the nearly seventeen footHeight represents thecollection…

Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

a little over three feetrepresents the belief…

Visualized:

Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

Less than one foot accountsfor 80% of the circulation.

Visualized:

Image credit: Bruno Delzant, licensed under Creative Commons Attribution-NonCommercial-Share-Alike 2.0 Generic. Retrieved October 1, 2011 from: http://www.flickr.com/photos/bruno_1802/3434227528/sizes/l/in/photostream

Maybe they don’t even know that the other 94% are there.

dabbling with bringinglibrary resources to theattention at the point of need…

Remix of original image licensed under Creative Commons Attribution-NonCommercial-ShareAlike 2.0 Generic on flickr by mary hodder.Original image retrieved October 9, 2011 from: http://www.flickr.com/photos/maryhodder/966994992/sizes/o/in/photostream/

An “almost retail” wall display at the entry to @One:

Would a printed shortened url work?

Links to:

Reasons it won’t work:

• “Nobody reads signs.”• “It’s already on the library website.”• “They’ll have to write it down <or email

it, text it, or …>? Come on.”

But it did!

No-muss targeted outreach that continues to introduce essentially a person a day to the e-resource.

Rather than canceling the subscription,we’ve had to more than double the numberof licensed seats.

Next we tried a QR code…

But on the @One eReader Bar:

Images credit: Lisa Kurt, of Kurt, L. & Colegrove, P. T. (October 17, 2011). “The @One eReaderbar: Apple inspired, library designed”. Internet Librarian 2011, Session A106.

Thatlinks to:

It worked too!

Driving the mostpopular guide on the library website?!

Anecdotal, but QRcodes have started toorganically pop uparound the library…

Hmmm - if “retail” displays appear to be working… ads?

Summer Scholars: a last-minute “opportunity”

Surely a targeted ad on FaceBook could get the word out?

Surely a targeted ad on FaceBook could get the word out?

“Great idea! They’realways on FaceBook…”

FAIL.

“twitter failwhale blowfish” - Creative Commons Attribution-NonCommercial-NoDerivs licensed by buzz bishop.Retrieved 9/26/2011 from http://www.flickr.com/photos/buzzbishop/3323389892/sizes/o/in/photostream/

Despite our best efforts, over the course ofthe 30-day period of the trial, we were unableto successfully target the ad geographically.

YMMV.

We simultaneously ran the same display ad using Google AdWords:

Remix of original image licensed under Creative Commons Attribution-NonCommercial Share-alike 2.0 Generic on flickr by eric731.Original image retrieved October 9, 2011 from: http://www.flickr.com/photos/eric731/5375878032/sizes/l/in/photostream/

Much better:

Google Analytics for Target Page:

We manually set keywords:

Success.

The AdWords campaign was seenand acted on by the target audience.

In short:

Working on the larger problem:

• We’re launching an A/B trial using two pools of titles randomly selected from the pool– Running AdWords campaigns built around the

metadata in the catalog record associated with each title programmatically.

• Similarly, developing keywords to target introduce selected subscribed databases

…put a dent in the universe.- Steve Jobs

In other words:

Image of Hale-Bopp /Steward Observatories 61-inch dome retrieved October 13, 2011 from: http://james.as.arizona.edu/~psmith/61inch/#mark3

Snell, J. (October 6, 2011). “Steve Jobs: Making a dent in the universe”. MacWorld blog, retrieved October 13, 2011 from: http://www.macworld.com/article/162827/2011/10/steve_jobs_making_a_dent_in_the_universe.html