Transcript The Growing Importance of Marketing Library Resources and Services

Librarians, Marketing, and
Relationship Management:
Setting the Stage
Aline Soules, Scholarly Communication Librarian
University of Michigan Business School
June 27, 2001
© Aline Soules, 2001
Terminology
Marketing and Customers
vs.
Patrons and Users
© Aline Soules, 2001
What It’s All About:
Mission and Core Value
Connecting
Content and Customers
Through
Access and Service
© Aline Soules, 2001
Who We Are
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Librarian profile?
Stereotype confirmation
Personality testing: yes or no?
Emotional intelligence
Personal development and change
© Aline Soules, 2001
Our Environments
and Defining Our Profession
• Mission and core values
• Variety of what we do in a typical day
– librarian
• school, academic, public, corporate
– information specialist
– library school student
© Aline Soules, 2001
What It’s All About:
Mission and Core Value
Connecting
Content and Customers
Through
Access and Service
© Aline Soules, 2001
Who We Serve
(at the University of Michigan Business School)
• Primary
– faculty, students, staff at UMBS
• Secondary
– faculty, students, staff at UM
• Tertiary
– anyone who walks in the door
© Aline Soules, 2001
Skill Set for Future Students
and Hires
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Communication
Relationship
Diversity
Risk taking
Creativity
Multi-disciplinary
Work at e-speed
© Aline Soules, 2001
• Intellectual capability
• Caring for others
• Leadership--Innate not
hierarchical
• Team player
Data Gathering
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Current state of data gathering in libraries
Standards
Quality Indicator process at UMBS
sources used to foster ideas
© Aline Soules, 2001
Marketing and
Relationship Management
At its most basic level, every member transaction,
every interaction, every connection … --positive or
negative--is marketing. In a strategic context,
marketing drives the entire decision-making process
and requires research that is objective, comprehensive
and continuous. Marketing is strategic on one hand,
the responsibility of everyone on the other. It is a
philosophy, not a job--a way of thinking, not a
department.
Goldman, Neil. “All for One Survival Marketing.” Credit Union Management. Nov., 1999.
© Aline Soules, 2001
“Seeing” the Library
• Physical
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entrance
signs
visible staff activity
telephone
© Aline Soules, 2001
• Virtual
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home page
navigation
help availability
e-mail
Brand Identity
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Coca Cola
logo
name and name usage
goal: imbed the name and the mission
© Aline Soules, 2001
What It’s All About:
Mission and Core Value
Connecting
Content and Customers
Through
Access and Service
© Aline Soules, 2001
Data Gathering
Quality, objective research is what allows marketing
to be so effective. Without it--without knowing
what member perceptions are and why--any strategic
decision executed in the name of “marketing” is a
pure gamble. As the old adage says, “You can’t
manage what you don’t measure.” Similarly, you
can’t fix what you don’t know is broken. Without
objective, quantifiable data to guide it, true marketing
is impossible, and the organization as a whole is blind.
Goldman, Neil. “All for One Survival Marketing.” Credit Union Management. Nov., 1999.
© Aline Soules, 2001
Relationship Management
at UMBS
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“liaison” relationship
remote relationship
suggestion board and e-mail
constituent consultation
faculty document delivery
time and issues
responding to questions and analysis
© Aline Soules, 2001
Library Relationships
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Customer markets
internal markets
supplier and alliance markets
referral markets
recruitment markets
influence markets
© Aline Soules, 2001
What We Should Do
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Start with ourselves and the list of skills
take risks
read widely and beyond librarianship
gather meaningful output data
communicate
be timely
provide what is truly wanted
© Aline Soules, 2001
What We Should Do
• Develop relationships and partnerships that
are just as substantive as the resources and
services we have spent so long developing
• Nurture those relationships to create the
loyal customer base that will do some of our
marketing for us
© Aline Soules, 2001
Marketing
The key
to our success
or failure
© Aline Soules, 2001
Aline Soules, Scholarly Communication Librarian
University of Michigan Business School
701 Tappan Street
Ann Arbor, MI 48109-1234
tel. 734-764-2438
fax 734-615-6028
e-mail: [email protected]
UMBS web site: http://www.bus.umich.edu
© Aline Soules, 2001