Session Number
P133
Keywords
marketing, statistics, net generation, advocacy, market segmentation
Description
This paper is based on a case study of how the Cape Peninsula University of Technology (CPUT) is actively using library statistics to promote and advocate for better library services for its users in a new digital environment.
At CPUT Libraries we realized that we need to promote our activities, determine our return on investment and show what value we add to the lives of our clients. This could be determined by the increase in the quality of work done and services used by the different user market segments. Four market segments have been identified namely, CPUT management, library staff, faculty and students.
For each type of client statistics have to be used differently in order to be meaningful. Students today are largely part of Generation Y, otherwise known as the Net generation. They are digitally native and largely prefer to learn from peers rather than authority figures. It is generally accepted that they respond better to buzz marketing and want to be directly involved, i.e. stimulated, engaged and empowered during the marketing process.
This paper will look at a number of ideas implemented in 2011 and planned for 2012, for example, including advanced analysis presented simply and graphically for institutional programme reviews, the concept of the E-book fair resulting directly from usage statistics, “Library @ a glance pamphlets”, etc.
Key findings are also included.
P133 Presentation
Using Library Statistics to Inform, Promote, and Advocate Library Services for New Generation Users
This paper is based on a case study of how the Cape Peninsula University of Technology (CPUT) is actively using library statistics to promote and advocate for better library services for its users in a new digital environment.
At CPUT Libraries we realized that we need to promote our activities, determine our return on investment and show what value we add to the lives of our clients. This could be determined by the increase in the quality of work done and services used by the different user market segments. Four market segments have been identified namely, CPUT management, library staff, faculty and students.
For each type of client statistics have to be used differently in order to be meaningful. Students today are largely part of Generation Y, otherwise known as the Net generation. They are digitally native and largely prefer to learn from peers rather than authority figures. It is generally accepted that they respond better to buzz marketing and want to be directly involved, i.e. stimulated, engaged and empowered during the marketing process.
This paper will look at a number of ideas implemented in 2011 and planned for 2012, for example, including advanced analysis presented simply and graphically for institutional programme reviews, the concept of the E-book fair resulting directly from usage statistics, “Library @ a glance pamphlets”, etc.
Key findings are also included.