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MARKETING THE ONLINE LIBRARY TO THE
DISTANCE EDUCATION COMMUNITY
ELIZABETH LEONARDMETRONY SIG-DEMARCH 12, 2012
WHO AM I?
CURRENTLYLibrary Director, Berkeley College Online
BL (BEFORE LIBRARIES) Twelve years in IT at NYU, Department of Defense, Coach Leatherware, IBM,
ISPs Training and Development Technical Support Project Management
EDUCATION Master’s Degree, Library and Information Science, Rutgers’ School of
Information Master’s Degree, Urban Planning, NYU Wagner School of Public Service Doctoral Work, Clinical Psychology, Fielding Graduate University Bachelor of Arts, Anthropology/Environmental Studies, Grinnell College
BERKLEE? UC BERKELEY?
No! Berkeley College http://www.berkeleycollege.edu Career focused College in New York, New Jersey, and Online
Bachelor’s and Associates Degrees
MAJORS
Note: Data is collected from random Fall 2011 sources on a non-empirical basis and may reflect averages rather than statistical analysis to obtain results.
Management
HealthServices
Justice Studie
s
Fashion Marketing
& Manageme
nt
International
Business
General Business
Accounting
Marketing
Financial Services
Information Systems Manageme
nt
22.4 19.9 12.7 12.4 8.6 7.9 5.8 3.8 3.6 3.0
ONLINE LIBRARY
SERVICES
PROVIDE SAME SERVICES AS BRICK-AND-MORTAR LIBRARY
Online Journals
eBooks
Streaming Media
Online Student Services
Reference Services via Chat
IF YOU BUILD IT, THEY WILL COME.
Probably not.
Prepare to be busy.
THREE PRONG APPROACH
Faculty
Students
Administrators
FACULTY
TRICKLE DOWN THEORY What faculty know, they will teach
What faculty do not want to teach, they will ask you to do (aka Embedded Librarianship)
Information Literacy
FACULTY
WHAT THEY KNOW, THEY WILL TEACH Do not offer to deliver education in their specialized areas
(it makes them grouchy)
Provide tailored resources instead to supplement learning
Valid internet sources
Lists of library databases
Streaming media
Teaching to find and identify resources
FACULTY
EMBEDDED LIBRARIANSHIP Librarians work with Faculty on an “as needed basis”
within online course; best practices
One example: Librarian’s Corner
Positives and negatives
Point of need
Huge time investment (check daily)
FACULTY
INFORMATION LITERACY Middle States (or your) accreditation standards
ACRL Information Literacy
Improve student research skills
Improve students’ lifelong learning
Must have faculty buy in; students listen to the “keepers of the grades”
Assignments must be mandated by faculty- and count towards final grade.
Great way to start- offer to have a research presentation to support a term-length assignment. Build from there.
FACULTY
GET TO THE TABLE…
Make Friends with Chairs, Deans, Faculty Association Leaders People listen to their friends and bosses Easier if you have “faculty status”
Create and Share Resources Forums and presentations Cheat sheets
Find out what the Faculty need to support teaching and learning And get it done!
FACULTY
OTHER MARKETING METHODS Faculty newsletters – highlight resources and services
Direct email
Gets lost a lot
Video “blips” and PSAs
THREE PRONG APPROACH
Faculty
Students
Administrators
STUDENT DEMOGRAPHICS
What age range is your student body?
Gender?
What stage of life are they in?
WHAT DOES THIS MEAN?
BABY BOOMERS
GENX
MILLENIALS
• Extreme fun
• Confidence
• Realism
• Social
• Skepticism• Fun• Informality
•Optimism•Involvement
STUDENTS
SERVICES, CONT.
CHAT PROGRAMS available wherever they are inexpensive
Meebo LibraryH3lp LivePerson LibChat – coming Spring 2012 from Springshare
Online chat reference does make a difference…..
STUDENTS
LIBRARY WEBPAGE DESIGN Easier to use = greater use Difficult webpages and “drill down” menus to needed services
drive students to Google…
STUDENTS
TOOLS
Information Literacy tutorials Create/tailor/link
www.clipinfolit.org ALA Primo
Tools for online Students LibGuides, http://berkeleycollege.libguides.com/onlinestudent
STUDENTS
COMMUNICATION
CREATE WAYS TO CONNECT WITH A “PERSONAL LIBRARIAN” Broadcast emails may have success, may not
http://www.screencast.com/t/lZvvot68J Facebook
Update information frequently Build contests, etc. for “likes”
STUDENTS
CONNECT WITH STUDENT (LEADERS) (Trickle Down Theory Part II) Reach out to student leaders, peer groups, study groups, clubs
STUDENTS
CONCERNS
MANAGE STUDENT ISSUES QUICKLY A happy customer tells 1 person, an unhappy customer tells Google.
WE ARE A CUSTOMER SERVICE BUSINESS.
THREE PRONG APPROACH
Faculty
Students
Administrators
ADMINISTRATION
CONNECTIONS
STUDENT AFFAIRS Newsletters – column? Webinars Joint Events
ADMINISTRATION
COLLABORATIVE PROJECTS Academic Support: http://berkeleycollege.libguides.com/Writing Career Services: http://berkeleycollege.libguides.com/career Financial Aid? Other Departments?
FINAL THOUGHTS
Which is the most important?
Don’t give up!
