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Librarians, Marketing, and Relationship Management:

Librarians, Marketing, and Relationship Management:. Setting the Stage. Aline Soules, Scholarly Communication Librarian University of Michigan Business School June 27, 2001. Terminology. Marketing and Customers vs. Patrons and Users. What It’s All About: Mission and Core Value. Connecting

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Librarians, Marketing, and Relationship Management:

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  1. Librarians, Marketing, andRelationship Management: Setting the Stage Aline Soules, Scholarly Communication LibrarianUniversity of Michigan Business SchoolJune 27, 2001

  2. Terminology Marketing and Customers vs. Patrons and Users

  3. What It’s All About:Mission and Core Value Connecting Content and Customers Through Access and Service

  4. Who We Are • Librarian profile? • Stereotype confirmation • Personality testing: yes or no? • Emotional intelligence • Personal development and change

  5. 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

  6. What It’s All About:Mission and Core Value Connecting Content and Customers Through Access and Service

  7. 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

  8. Communication Relationship Diversity Risk taking Creativity Multi-disciplinary Work at e-speed Intellectual capability Caring for others Leadership--Innate not hierarchical Team player Skill Set for Future Students and Hires

  9. Data Gathering • Current state of data gathering in libraries • Standards • Quality Indicator process at UMBS • sources used to foster ideas

  10. 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.

  11. Physical entrance signs visible staff activity telephone Virtual home page navigation help availability e-mail “Seeing” the Library

  12. Brand Identity • Coca Cola • logo • name and name usage • goal: imbed the name and the mission

  13. What It’s All About:Mission and Core Value Connecting Content and Customers Through Access and Service

  14. 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.

  15. Relationship Management at UMBS • “liaison” relationship • remote relationship • suggestion board and e-mail • constituent consultation • faculty document delivery • time and issues • responding to questions and analysis

  16. Library Relationships • Customer markets • internal markets • supplier and alliance markets • referral markets • recruitment markets • influence markets

  17. What We Should Do • 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

  18. 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

  19. Marketing The key to our success or failure

  20. 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: soulesa@umich.edu UMBS web site: http://www.bus.umich.edu

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