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The Transformative Power of Statistical Analysis and Marketing
- 1. The Transformative Power of Statistical Analysis and Marketing in Libraries Presenter: Alka Bhatnagar Regional Information Resource Officer U.S. Embassy, Tokyo BhatnagarAB@state.gov
- 2. Overview •Data collection •Mining and deriving the “meaning” •Analysis and trends •Library challenges & Finding the opportunity •Marketing the opportunity. Turning marketing “Inside Out” •Transforming Lives. Job Search most compelling. ALA Presidential Initiative: “Libraries Change Lives: Promise of Libraries” 2
- 3. Why Gather Statistics •Numbers driven environment. •Fact based reporting & analysis: no anecdotal statements! Substantiate story. •Show Value & ROI •Strengthen case to request funding •Marketing & Advocacy •Develop meaningful strategy matching trends •Comply with standards •Benchmarking 3
- 4. Data Analytics is Future!…Nov. 21, 2013 4
- 5. What should be measured? Key Performance Indicators (KPIs) based on: •Resources allocated especially funding •People Customers Staff •Products •Services •Place 5
- 6. KPIs co-related with…. •Operating income received : federal, state, municipal •Expenses by category : materials, personnel •Circulation by category and per capita •Staffing patterns •Library services : programs, attendance, usage, services to non-English speaking populations, to job-seekers Calculating different ratios will determine value and ROI, and develop strategic future plans 6
- 9. Date Year Statistical Year 2013 contd…
- 11. 2013 Data Spreadsheet (Circulation)
- 13. IMLS’s Data Collection & Analysis 13
- 15. Benchmarking! 15
- 16. PL Stars by State 16
- 17. Bhatnagar, Alka. "Web analytics for business intelligence: beyond hits and sessions. Online Nov.-Dec. 2009: 32+. Academic OneFile.. 17
- 18. IFLA 2013 : Projected Trends….
- 19. Evolutionary trends of Library! Then… •Book & information repository •Paper •“Guarded” information •Defined hours of service •Customer– In-house •Resources– Self Contained •Consumption •Passive CONSTANT= Civic Institution Now… •Book & information repository •Paper & Electronic •Customer – In-house and Remote & self publisher •Resources-- shared •Community hub •Collaborative space •Tech Center •Creation /Maker Space •Open Access •24/7 services •Active 19
- 20. Ecosystem Libraries are Operating in •Provide products and services to shifting demographics •Shifting global socio-economic conditions where "average" is no longer acceptable •Knowledge expansion driving growth •Flat world •Global Communities with abundance of choices and high expectations 20
- 21. Library Challenges! •Growing Demand, Shrinking Resources! •Yet provide access and opportunity for all! •Technology Advances Exponential •Exponential growth of information •Compete amidst changing new economies •Library NOT the ONLY information provider •Time is premium. Question becomes how to “get the piece of the pie?”, ENGAGEMENT! 21
- 22. Libraries competing for $$$ !! •Public Libraries asked to show outcomes, ROI, their values, etc. amongst other civic organizations •But PL offer public goods which are difficult to value… (each product or service is used by several customers and mostly valuation/impact is not immediate), unlike a tangible product 22
- 23. OCLC Report 2008 23
- 24. Build It & They will come! Not anymore! *91% of Americans ages 16 and older say public libraries are important to their communities *However, just 22% say they know all or most of the services their libraries offer *Analyze the missing link and build awareness “Library Services in the Digital Age” http://libraries.pewinternet.org/2013/01/22/library-services/ 24
- 25. Seattle PL applying the trend! 25
- 26. Intersecting Disciplines: Rutgers Gets it… 26
- 27. Marketing Fundamental •Delighting customers: “It is no longer enough to satisfy customers. You must delight them.”—Philip Kotler on Marketing It is experience & engagement world •Market research Identify, anticipate, and satisfy customer’s perceived (and unperceived) requirements 27
- 28. Marketing Process •Determine what organization wants to achieve •Gather data for fact based analysis •Analyze •Study relevant trends •Overlay trends with expected customer acquisition, engagement, and retention /outcome •Market Research starting with U.S. Census •Develop marketing strategy to get measurable outputs & outcomes using relevant channels •Constantly build awareness, trust, and goodwill. 28
- 29. Why Market? Awareness to Funding! Build “library brand” awareness matching products and services @ library by formulating a strategy •Comprehend customer needs and “pain points” •Determine “valued products & services” •Communicate the “value” •Increase visibility and goodwill Result= Justifiable funding for the library 29
- 30. Overarching Marketing Strategy Marketing Inside Out •Why are Libraries Different? NOT What they do •Leaders in NJSL “Create A Movement” •Mobilize the “Library Tribe” •Fire Up Passion & Connect Passion •Believers Tell “Branded” Story Marketing Gone Viral! 30
- 31. 31
- 32. Marketing Inside Out: “Dream, Explore, Imagine!” Camden County Library’s Award Winning Campaign 32
- 33. Training Librarians To “Tell Their Story” 33
- 34. Campaign Promoted: Events & Online! 34
- 35. Remarkable Branding Gone Global! 35
- 36. Marketing: Comprehensive, Collective Initiative 36
- 37. Transforming Lives: Job Search 37
- 38. Building Portals for Increasing Awareness: NJWorks.org for job seekers 38
- 39. Marketing Kits: Branded Messaging a.k.a. “Sing from the same song sheet” 39
- 40. Marketing Kits from OCLC & Ebsco 40
- 41. Marketing points to remember •Evidence based: numbers, stories, visuals •Continuous process •You are the marketing symbol (1st point) •Be at and be visible “at the table” •Determine your unique proposition and convey it •Branded identity 41
- 42. Thank You! Questions & Discussion 42