Transcript Market Library Services to Net Generation

Marketing Library Services
to the Net Generation
Jia Mi (The College of New Jersey, USA)
Frederick Nesta (Lingnan University, Hong
Kong, SAR China)
Shanghai International Library Forum 2006
Current Reality
• As early as 1999, 40-50% of students used the
Internet on a weekly basis (D’Esposito 1999)
• Nearly four-fifth of university students agreed that
Internet use has had a positive impact on their
university academic experience (Jones 2002)
• 71% of college students used the Internet as a
major source of information in 2002 (Jones 2002)
• 79% of the university students in a 2002 survey
used search engines as their first choice Web
resources for most of their assignments (OCLC
2002)
• 89% of university students across all regions start
their information searches from search engines.
Only 2% of university students begin their research
by using a library Web site (DeRosa 2005)
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Current Reality-cont.
• 83% of faculty felt they spent less time in the
library now that they have access to the Internet
than before (Jones 2005)
• 94% of university faculty members allow their
students to cite Internet sources in their work
(Jones 2005)
• Electronic Journals as a percentage of all
journals have increased 83.3% in baccalaureate
institutions and 71.3% in masters institutions
(McCracken 2003)
• Google Scholar brings over seven times more
visitors to the British Medical Journal than does
Pubmed (Giustini 2005)
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Marketing-Classical Concepts
• Definition—John B. McKitterick (1957)
– Customer oriented and integrated system
• Philip Kotler and Sidney Levy (1969)
– Not selling, not promotion, but service and adding
value
• Philip Kotler and Zaltman (1971)
– Social marketing
• Philp Kotler and Alan Andreasen (1996)
– Create, build and maintain beneficial exchange
relationships with target audiences for the purposes
of satisfying individual and organizational objectives
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Marketing-Fundamental Principles
• Theodore Levitt (1960)
– Marketing Myopia
– Distinguish selling from marketing
– Product oriented or customer oriented
• E. Jerome McCarthy (1960)
– 4Ps of marketing
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Redefine 4Ps
PRODUCT – Electronic & print items & services
– Time and effort that patrons must spend in
accessing and acquiring information
PLACEMENT– Provide multiple physical or virtual access
points
PROMOTION– Not advertising but a form of
communication that exists in a positive or
negative form in every contact a patron
has with an institution
PRICE
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Brand Image
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Brand Image-Main Purposes of the
Library
U.S.
18-24 Yrs
Information
Books
Research
49%
32%
20%
25-64 Yrs
56%
26%
15%
DeRosa, Cathy et. al.(2005)
“Perceptions Of Libraries and Information Resources; A report to the OCLC membership.” 8
The Changing Market
• Explosion of the Internet has changed the way
that students and faculty conduct their learning,
teaching and research
• Libraries no longer have a monopoly on
information sources
• 89% of university students across all regions
start their information searches from search
engines. Only 2% of university students begin
their research by using library Web sites.
(DeRosa 2005)
Users and Contexts
• Net Generation (Generation Y, Millenials)
– Don Tapscott (1998)
• The generation that has been raised with computers from infancy
– Tulgan and Martin (2001)
• The people who were born in the late seventies
– Howe and Strauss (1992)
• Millenials: 1982-2000 as the birth year
• Information Seeking
– The Library is NOT the ONLY source of information
– Not all information needs are “Academic”
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Who is the Net Generation?
Characteristics
Tech Savvy
Thinking Styles
Behaviors/
Life Styles
Learning Styles
Internet
Non-Linear
Visual Learners
Positive Thinkers
IM / Email
Graphic Oriented
Self explorers
Multi-Taskers
iPOD/MP3 Players
Start Randomly
Variety
Goal-Achievers
Laptop
No Patience
Motivators
PodCasting
Personal Blog
Video Games
Cell Phones
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Net Generation
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Rich Holeton 2005-2006 “Undergraduate Computing Survey: The Millennials Are in Residence.”
Google
Web Search, Scholarly Papers, Image Search,
Keyword Book Searching, no cost
Library
Above via Google, keyword journal
searching with full-text, other
databases, selected resources, indexonly access to held or shared books,
high cost
Need to convince users that the added
value is worth the cost, lower the cost, or
do both
Different Viewpoints
User’s View
Librarian’s View
Books,
Videos &
More
Reserves
Library
E-Journals
Library of Congress
Articles &
Databases
Google
Friends
Other
Catalogs
Research
Resources
Digital
Collections
Email/IM
Course
Websites
Library Website
Text Books
Assigned
Readings
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The Market is There
• Library usage has been increasing, not
decreasing
• The ease of acquiring information has
created millions of information
consumers, with university students the
most discerning and demanding of them
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Marketing Library Services
• Marketing-the key to connect content to
users
– A way of thinking
– Every interaction, every connection
• Users don’t really know what we can offer
• Switching from collection centered to user
centered through access and services
– Understanding who are users and focusing on
their specific needs and their expectations
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Marketing Library Services
• Become the person who reaches out to users
and bring them the answers.
• Deliver needed information and also provide
services of which they were unaware.
• “The best services give more than the customer
expects - through stimulation of the unexpected
learning that comes through serendipity, and
unplanned beneficial interactions with services,
people and resources.”
Eric Wainwright (2004), “People, Networks, Books: New Strategies For
University Academic Information and Service Delivery.”
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Marketing Library ServicesPhysical
• Creating flexible environment in the library
– Comfortable browsing seats
– Built-in Café
– Late study areas
– Various spaces for individuals with different
learning styles
– Group study rooms, quiet study place,
Computer zones, teaching space
• Information Commons
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Marketing Library Services-Virtual
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Creating library website with visual graphics
– Generating individual portal webpage listing relevant resources
Developing online game or multi-media tutorials
Positioning librarians as players in teaching
– Incorporate library resources into course management system
Email reference services and live reference assistance in real time
MyLibrary Portal (MySpace and Orkut)
Web Blogs, Wicki, RSS feed and Podcasting
Offering workshop directly related to their particular topic
Attending departmental faculty meetings and always have new and relevant
information for them
Provide CONVENIENT services to the users (Endeca, Library 2.0)
Others
– Creating Library Newsletter
– Advertising in college web site
– “Database of the month”
– Involvement in College Public Relations Activities
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Conclusion
• “Unless customers and the collection
come together in a way both interesting
and meaningful to customers, the library is
nothing more than an expensive
warehouse.”
• “Marketing is creating an awareness of
your value.”
Hernon, P. and E. Altman (1998). “Assessing service quality: satisfying the
expectations of library customers.”
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Conclusion
• “Finding the right way to achieve balance
between traditional values and the
expectations and habits of the wired
generations will determine whether
libraries remain relevant in the social,
educational and personal contexts of the
information age.”
Thomas and McDonald (2005) “Millennial net values: disconnect between
libraries and information mindset.”
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Google
Library