The Marketing and
Instruction of New
Tools for Libraries:
LibX a Case Study
Kyrille Goldbeck
College Librarian for Natural Resources
LOEX MAY 2007
Uncharted Waters
The Marketing and Instruction of New Tools for Libraries
“People not only socialize online, but
they also incorporate the internet into
their quest for information and advice
as they seek help and make decisions.”
- Pew Internet & American Life Project
The Marketing and Instruction of New Tools for Libraries
OCLC Report:
87% of college students have visited a
college library
57% of college students have visited a
college library’s website
The Marketing and Instruction of New Tools for Libraries
Where do students say they will begin their
research?
72% search engine
10% library website
In reality…
89% begin with search engines
2% start with the library’s website
The Marketing and Instruction of New Tools for Libraries
WHY???
The Marketing and Instruction of New Tools for Libraries
Search engines




Simple interface
Can find a wide range of sources about
topic in one search
56% total respondents have very favorable
impression (OCLC Report)
Over 50% undergrads found the internet
more efficient in finding information than
searching the library (D’Esposito & Gardner)
The Marketing and Instruction of New Tools for Libraries
Library websites




Library’s resources have complex
interfaces
Hard to determine where to begin
Trouble knowing which resources are best
to use
17% total respondents had very favorable
impression (OCLC Report)
The Marketing and Instruction of New Tools for Libraries
Joan Lippincott:
“Libraries need to find ways to make their
information access systems more
approachable by students...”
The Marketing and Instruction of New Tools for Libraries
LibX

Is a versatile tool

Is customizable for each library (editions)

Allows users to instantly search their library’s
collections with one click of their mouse

Saves users time throughout the research
process
The Marketing and Instruction of New Tools for Libraries
What LibX Provides



Direct Access to OPAC(s)
• Integrated toolbar
• Smart context menu
Direct access to OpenURL resolver to find appropriate copy
• Directly via toolbar or indirectly through Google Scholar
Localization
• Research companion that “hints” at library resources
• Support for COinS
How does LibX work?
The Marketing and Instruction of New Tools for Libraries
Toolbar option
The Marketing and Instruction of New Tools for Libraries
Context Menu
The Marketing and Instruction of New Tools for Libraries
The Marketing and Instruction of New Tools for Libraries
Visual Cues
The Marketing and Instruction of New Tools for Libraries
Is LibX effective?
Recall and Precision for Single-click Known-item Retrieval via LibX
100%
90%
80%
70%
60%
No Item Retrieved
50%
40%
Wrong Item Retrieved
85
85
82
73
30%
20%
10%
0%
100
100
100
100
Nature
Journal of Marriage
and Family
American Institute for
Aeronautics and
Astronautics Journal
Journal of Marketing
Journal
Correct Item Retrieved
The Marketing and Instruction of New Tools for Libraries
Marketing
The Marketing and Instruction of New Tools for Libraries
Marketing Basics
The Four P’s:
•
PRODUCT
• PRICE
• POSITION
• PROMOTION
= Development of the Marketing Plan
The Marketing and Instruction of New Tools for Libraries
Developing a Marketing Plan
First:
•
•
Identify what needs to be accomplished
Establish 1 – 2 focused & measurable goals
Second:
•
•
•
•
Determine your audience
Create a well-defined message
Find a distribution method
Repeatedly send the message, use a variety of
formats
The Marketing and Instruction of New Tools for Libraries
“All marketing efforts achieve more efficient
and effective results when they are directed
toward smaller subsets of a larger market”
- Dimick
“It costs one-sixth as much to market to an
existing customer as to a non-customer”
- Levinson
The Marketing and Instruction of New Tools for Libraries
Word of Mouth influences a variety of
conditions:
•
•
•
•
•
•
Awareness
Expectations
Perceptions
Attitudes
Behavioural intentions
Behaviour
- Buttle
The Marketing and Instruction of New Tools for Libraries
What we need to remember to do:
 Take the time to create relationships with
users

Listen to users’ needs

Adapt to users’ needs

Market the products/services that meet
those needs
The Marketing and Instruction of New Tools for Libraries
How have we promoted LibX to:
 Other
 Our
Institutions
Users
The Marketing and Instruction of New Tools for Libraries
Promotion of LibX to Institutions:
 Word of Mouth
•
•
•
Conferences
Institutions/universities
Association meetings
WOM sparked discussions of LibX throughout
the library community
The Marketing and Instruction of New Tools for Libraries
Promotional tools:
 Website (http://libx.org)
 LibX email (libx.org@gmail.com) & LibX Listserv
 Business cards
Future ideas:
• Mugs
• T-shirts
• Pens
LibX Conference
The Marketing and Instruction of New Tools for Libraries
Using Instructional Methods to Promote LibX to
our Users
 Word of Mouth
•
•
Getting faculty on board
Instructional sessions





General library introduction
Subject-specific bibliographic instruction sessions
Learn how to use…
Graduate “Library Research Skills” course
Online tutorials
The Marketing and Instruction of New Tools for Libraries
Address learning styles




Visual
Auditory
Textual (note-takes, reflective learners)
Tactile
The Marketing and Instruction of New Tools for Libraries
Online tutorials

Static web page

Lecture-style tutorial

Interactive tutorial
The Marketing and Instruction of New Tools for Libraries
Outcomes of the Marketing and
Instruction Plans for LibX
47 “Live” library editions
• U.S., U.K., Canada, Australia
• 11,900+ editions have been
downloaded by users
 85 “Test” library editions
 Recipient of the 2007 LITA/Brett Butler
Entrepreneurship Award

The Marketing and Instruction of New Tools for Libraries
Future Plans for LibX

Use of 2006 IMLS grant to
• Develop Internet Explorer (IE) version of
LibX
• Allow libraries to create and maintain
their own LibX editions
• Enhance features of LibX (allow users
to customize context menus)
The Marketing and Instruction of New Tools for Libraries

Further research from the LibX Team:
• Conducting usability studies
• Determining “best practices” of


Instructional tools and formats
Promotional and marketing techniques
The Marketing and Instruction of New Tools for Libraries
Questions?
LibX Team:
Annette Bailey
Dr. Godmar Back
Kyrille Goldbeck
Nathan Baker
Mike Doyle
Robert Ellis
Tilottama Gaat