OpenAthens Conference 2019: Marketing OpenAthens to users
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This document provides tips for marketing OpenAthens, including researching user needs, setting goals to measure success, starting marketing early in the onboarding process, educating users through various channels, repeating marketing messages, and copying successful strategies from other institutions. It emphasizes the importance of ongoing marketing and measuring the results to continuously improve marketing efforts.
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OpenAthens Conference 2019: Marketing OpenAthens to users
- 1. openathens.org Marketing OpenAthens to users Michelle Silvestre michelle.silvestre@openathens.net Marketing manager
- 2. openathens.org We’ll cover… • Top tips 1. Research 2. Set goals 3. Start early 4. Educate 5. Repeat 6. Copy others and piggyback • Measuring and improving Tūranga public library, Christchurch, NZ
- 5. openathens.org Understand the benefits of OpenAthens Understand your user’s needs
- 7. openathens.org No more annoying passwords to save you time Example OpenAthens benefits 1000s of e-resources at your fingertips to boost your learning Use any device, anywhere to get more research done Easily access the best resources to underpin your success
- 9. openathens.org What to measure? • Increased user logins? • Increased resource usage? • Increased usage by specific user group? • Decreased support queries to the library?
- 15. openathens.org Social media How-to guides Training sessions Library portal or website Videos Promote good user interaction or user success with research Newsletters and emails Posters Promotional ideas
- 19. Georgia Tech: How to use OpenAthens
- 20. Twitter advent calendar: Did you know campaign:Register campaigns:
- 22. openathens.org 7 Rule of… The real rule is you can’t just engage in a marketing activity and then be done.
- 24. openathens.org
- 25. openathens.org What are your tips? What’s worked for you?
- 26. openathens.org Marketing OpenAthens Measure and improve
- 32. openathens.org Useful resources Designing marketing material • https://www.canva.com • https://designmodo.com Royalty free images: • https://unsplash.com • https://www.pexels.com • https://www.freepik.com • https://pixabay.com • https://freephotos.cc User research • https://openathens.org/DIYresearch • https://designmodo.com/ux-documents Twitter • #librarytips • Search for ‘OpenAthens’ Free vector icons • https://www.flaticon.com
- 33. openathens.org Summary 1. Research 2. Set goals 3. Start early 4. Educate 5. Repeat 6. Copy others and piggyback And always: • Measure and improve
- 35. openathens.org Questions? Photo by Emily Morter on Unsplash
Editor's Notes
- Hello! And welcome to the OpenAthens sessions. Hope you’ve been enjoying the day so far. I’m going to kick-off with marketing OpenAthens to users and then hand over to my colleagues Joe and Jake who will cover making the most out of OpenAthens. These sessions are being recorded and we will make slides available after the conference as I include quite a few links and resources.
- How do your users normally find out about new library services or resources? – ask them! Understand who your user users are. And how your users consume knowledge Take each end user group and write a persona paragraph for each based on research and insights Collate a list of benefits for each persona. Focus on benefits not just features
- Example persona from a UK library customer looking at their student behaviour in a UK academic library Focus on your users Ask what they want/ need We have a blog on our website written by my colleague Vee who’s our UX expert, which takes you through how to carry out DIY gorilla research which can help produce the user research need for creating personas.
- Focus on benefits not just features – so parts in pink Use this list as the backbone of your promotion of OpenAthens and in conjunction with your personas and user research
- Compare before and after usage statistics: number of logins and what resources are accessed, how often
- Let users know changes are coming in advance of the actual changes.
- We’ve recently created a new onboarding site. It takes you through the stages of getting up and running with OpenAthens, how long the process is, what the library needs to do and has been tested with new customers as we created it. There’s a wealth of resources on there including understanding the user journey and communicating to library users. With suggestions for campaign ideas and example communications. Whenever using our example communications, it’s important to make sure that you are communicating only what is relevant to your unique OpenAthens setup.
- Bucks New University have a campaign now for changes coming next month. Posters, Twitter, Facebook and their library website
- The MUT in South Africa recently posted a news story to their website about their joy of OpenAthens returning as their authentication system including the benefits to the library!
- Educate users! Let them know what’s happening and what is available.
- There are a number of ways you can inform your users and stakeholders about accessing online resources via OpenAthens or their institutional credentials. Write once, share many. If your library is creating content (e.g., newsletters and blog posts), don’t just use one channel for promotion. Make sure to leverage your hard work by sharing the content again and again. Cross-promotion and frequent posting on social channels could be the key to reaching new people. Make part of your wider engagement plan – schedule activity Include training in new starter inductions Hold drop-in and discovery events Host OpenAthens tours Run webinars and share recordings
- Ulster University have a comprehensive guide on their library site explaining what OpenAthens is and how to use it The Healthcare Library for Berkshire Healthcare Trust promote bitesize training sessions on OpenAthens
- Georgia Tech have produced a ‘how to use OpenAthens’ video that shows a user searching for content, getting the OpenAthens screen and choosing to sign in with their organisation credentials as rather than an OpenAthens account
- The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service. It’s a marketing maxim developed by the movie industry in the 1930s. Rule of 7 in the Digital Age - Social media crushes old school marketing by leveraging a medium that touches users regularly. The number seven isn’t cast in stone. The real rule is you can’t just engage in a marketing activity and then be done. Marketing must be an on-going process in order for it to be successful. Repeat and repeat All users might not engage in the same way so you need different methods and carry them out multiple times
- use promotional weeks such as academic writing week in Nov pick other national events and weeks to piggyback on for promotion, NHS libraries do this really well Search twitter for ‘OpenAthens’ and our customers, see what others are doing. Copying and replicating is a form of flattery!
- use promotional weeks such as academic writing week in Nov pick other national events and weeks to piggyback on for promotion, NHS do this for example Search twitter for ‘OpenAthens’ and our customers, see what others are doing. Copying and replicating is a form of flattery!
- Next idea is what would you like us to produce as a ‘marketing pack’ to help you promote OpenAthens to your users. Poster templates? Email templates?
- Use Twitter Analytics. You can: See which topics get the most engagement A / B test and compare different methods of promoting OpenAthens and which has the most engagement
- Use google analytics with your library website or portal - Top tip, annotate. Add any marketing activity you do for the library so you can see what causes your peaks and what users interact with
- Use OpenAthens reporting to measure impact of marketing the tool to you users Stats will help you evidence any increase of user logins as a result of your activity
- Also use stats to gauge impact of your marketing on resource usage. For generic resources to all Or more specialist and niche resources
- The attribute stats can also help you see an increase in usage by particular groups such as JobRole here. You could correlate this to the marketing activity you’ve carried out to specific personas from your user research
- If possible, always reference the photographer. Check the creative common licence If you want a photo to use on something that you’ll be selling or distributing physically (e.g., T-shirts, mugs, or posters), you will likely need a commercial license. Royalty-free images aren’t for putting on T-shirts to sell. Double check the usage conditions before you print and sell anything. Get out your thesaurus (or your favorite dictionary app), and make a list of synonyms for your key search terms. Photo sites aren’t cataloged as well as libraries, and the way a photo of a book is tagged on one site may have little to do with how a similar (or even the exact same) photo is tagged on another site. When selecting stock photos for a project, think beyond images that are directly representational. It’s OK to use more artsy shots.