Final meeting of the jury for the 10th IFLA International Marketing Award

Final meeting of the jury for the 10th IFLA International Marketing Award tооk place in Paris on February 16, 2012. On condition of competition a special press release will be prepared and published on the official site of IFLA in March 2012.

 
This is one of events by the programme of the mid-term meeting of the Standing Committee of the IFLA Management and Marketing Section, which is held on 17-18 February 2012 with support from the Public Information Library.

Call for papers: IFLA volume on Marketing Library & Information Services

Call for Papers

Marketing Library and Information Services: A Global Outlook

To be published in:
‘Green-Back’ IFLA publication Series, by De Gruyter Saur, Munich (Germany)

IFLA’s role in bringing marketing closer to libraries is of  significance in many ways. Its formation of a new Section on Management and Marketing in 1996 was an important step in this direction. This section has taken up many initiatives to bring marketing into the heart of libraries and librarians. It has organized many workshops/ conferences and made the marketing theme popular; brought out many useful publications putting marketing jargon in simple ways; promoted the marketing theme for inclusion in the course curricula; and worked for identifying best practices through instituting international award on marketing.

In 2006, the publication ‘Marketing Library and Information Services:  International Perspectives’, edited by Dinesh K. Gupta, Christie Koontz, Angels Massisimo and Rejean Savard was brought out under the auspicious of IFLA.  The publication was well received in the library community world over and was reviewed in many international journals in English and other languages.

To continue the efforts, new publication ‘Marketing Library and  Information Services: A Global Outlook’ is being planned and which will be published by IFLA’s official publisher De Gruyter Saur under the ‘Green-Back’ Publication Series, in the last quarter of 2012.

Library and information professionals (practitioners, researchers,  faculty members, consultants, and others) who have put exemplary marketing efforts are encouraged to share their experiences by way of contributing papers for the volume broadly related with the following areas:
1.      Changing marketing concepts
2.      Marketing library and information services (MLIS) in different countries
3.      Marketing library and information services in different kind of libraries
4.      Education, training and research
5.      Web based marketing

We would also request contributors to focus on recent developments in the  field like: marketing of e-resources, digital library marketing, consortia based library marketing, marketing of e-products/ services,
marketing through training/ information literacy, marketing library services to global community, and other such aspects which are contemporarily significant on the theme and which they would like to share with the library community worldwide.

Select papers will be put together in the volume to bring the global
outlook of marketing library and information services.

The Editorial Team: The team consists  present & past members of IFLA  Management and Marketing Section:

Dinesh K. Gupta, Dept. of Library and Infromation Sc., Vardhaman
Mahaveer Open University, Kota, India
dineshkg.in@gmail.com

Christie Koontz, School of Information Studies, Florida State
University, Florida, USA
christie.Koontz@cci.fsu.edu

Angels Massisimo, University of Barcelone, Spain
amassisimo@ub.edu

Dateline:
Submission of expression of interest with proposal- 31st January. 2012
Confirmation to authors for the contribution: 15th March 2012
Submission of full papers-31st May 2012

IFLA International Marketing Award for 2012

The IFLA Section on Management and Marketing in collaboration with Emerald has the pleasure to announce the IFLA International Marketing Award for 2012.
 
The IFLA INTERNATIONAL MARKETING AWARD will honor organizations that have implemented creative, results-oriented marketing projects or campaigns. Three finalists will be recognized for their outstanding achievements. From these three finalists, the winner will be chosen and receive airfare, lodging and registration for the World Library and Information Congress:78^th IFLA General Conference and Council in Helsinki, Finland in August 2012, as well as a cash award of USD 1,000 which must be used to further the marketing efforts of the recognized organization.

Three finalists will be announced in March 2012. A first place winner will be chosen and two distinctions will be awarded. The winner will be announced officially during the Press Conference of the Congress in Helsinki, Finland.


For applications and application material in seven IFLA languages can be accessed at:
IFLANET

Last date for submission of application: 15^th January 2012

Marketing Libraries in a Web 2.0 World

Marketing Libraries in a Web 2.0 World
Edited by Gupta, Dinesh / Savard, Réjean,
2011
DE GRUYTER SAUR, Munich (Germany)
ISBN 978-3-11-026331-2
Series: IFLA Publications 145

Marketing the 21st century library and information organization to its new age customers using Web 2.0 tools is a hot topic. These proceedings focus on the marketing applications and (non- technical) aspects of Web 2.0 in library and information set ups. The papers in English and French are exploring and discussing the following aspects: General concepts of Web 2.0 and marketing of library and information organizations; How libraries are adopting Web 2.0 marketing strategies; Marketing libraries to clients in using Web 2.0 tools; International trends and Interesting cases of marketing through Web 2.0 tools.

Contents
Raymond Bérard
Preface/Préface .........vii
Dinesh K. Gupta and Réjean Savard
Foreword/Avant-propos .................................... xi

Section-I: Web 2.0 and marketing: general concepts

Olivier Le Deuff
The Library 2.0: origins of the concept, evolutions, perceptions
and realities .............. 3

Tanja Merčun and Maja Žumer
Making Web 2.0 work for users and libraries............. 13

Jean-Pierre Diouf
Le marketing des bibliothèques supplanté par le Web 2.0:
mythe ou réalité? ................ 23

Section-II: Adopting Web 2.0 strategies

Heather Lea Moulaison and Edward M. Corrado
Staying free from “Corporate Marketing Machines”
library policy for Web 2.0 tools ............... 43

Lisa Janicke Hinchliffe and Rudy Leon
Innovation as a framework for adopting Web 2.0
marketing approaches ...............57

Section-III: Marketing with Web 2.0 and the client

Lionel Dujol
Web 2.0 : de nouveaux usagers en bibliothèque? .......... 69

Li-Ping Ku
Creating and using Personas for library service in the Web 2.0 era:
a case study of the Chinese Academy of Sciences ............ 79

Yamina Benhaouya
The impact of CMR 2.0 in the library ............ 87

Section-IV: Case studies
Rajesh Singh
How tangible is your library in the digital environment?
Implications of social media marketing in reinventing
communities' library experiences ............ 97

Nadia Temmar
La dimension participative du Web 2.0 : un atout marketing
pour la bibliothèque de l’École Supérieure de Banque d'Alger ....... 109

Rudolf Mumenthaler
Library Marketing 2.0: experiences of the ETH-Bibliothek
with social media ......... 125

Section-V: International perspectives

Amadou Anta Samb
Web 2.0 tools and the marketing of libraries: the case of Africa ........ 137

Moreno Barros
Brazilian librarians and Twitter ....... 147

Conclusion
Christie Koontz
Marketing in a Web 2.0 world: a conference perspective ......... 157

Winners of the IFLA International Marketing Award-2011 announced

9th IFLA International Marketing Award
Sponsored by
Emerald Group Publishing Ltd

The IFLA Section on Management and Marketing in collaboration with Emerald is pleased to announce the winners of the 9th IFLA International Marketing Award for 2011.

First place was awarded to the German National Library of Medicine, (Cologne, Germany) for its campaign “Pilots take off – and land (as you like it.)” The campaign focuses on ZB MED search portals MEDPILOT and GREENPILOT, and follows the principle that online products must be marketed online for optimal impact and success. The basic premise relies upon target group specific communications to the search portals’ “digital residents”. Users with comparatively conservative usage behavior (“digital visitors”) are reached through more traditional media such as trade shows, press releases, personal contacts and in-house events. In this manner, an integrated communication consisting of both conventional and innovative measures is achieved. Contact for the award is Elke Roesner elke.roesner@zbmed.de. The first-place winner receives airfare, lodging, and registration for the 2011 IFLA General Conference and Council to be held this year in San Juan, Puerto Rico, and a cash award of $1,000 (U.S.) to further the marketing efforts of the library.

Second place was awarded to Edmonton Public Library (EPL) (Edmonton, Canada), for the project “Rebranding the Edmonton Public Library – from research to implementation to results.” In the fall of 2009 the Edmonton Public Library (EPL) started an ambitious project to dramatically change the perception and image of its library system, culminating with the launch of EPL’s new brand in 2010. The new brand provides a fun, fresh and creative base from whic to engage library stakeholders. Contact for the award is Tina Thomas, tthomas@epl.ca

Third place was awarded to the Georgia Institute of Technology Library (Atlanta, Georgia, USA), for the project and radio broadcast “Lost in the Stacks.” This is the world’s first and only research library rock n’ roll radio show and airs on WREK 91.1 FM (and streams worldwide) on http://wrek.org every Friday at noon from Georgia Tech’s campus. Contact for the award is Ameet Doshi ameet.doshi@gatech.edu. .

More details about these winning campaigns are available from Christie Koontz, Christie.Koontz@cci.fsu.edu, Information Coordinator for the jury.

The first place winner will be announced officially at the IFLA press conference, time and place to be announced. Second and third place winners will be announced also and awarded with distinctions.

For this ninth award, applications were available on the IFLA Web. Altogether there were 19 applicants from 12 countries including Australia, Canada, China, Germany, India, Indonesia, Lithuania, Maldives, Netherlands, Russia, Spain, and USA.

Read more detail on the IFLANET

What are we really doing to market electronic resources?

Marie Kennedy, (2011) "What are we really doing to market electronic resources?", Library Management, Vol. 32 Iss: 3, pp.144 - 158

This paper aims to identify which marketing activities libraries are using to promote electronic resources and to examine how libraries are measuring the successes or failures of their marketing plans.

The research analyzes the literature published in library science on marketing techniques for electronic resources in use at libraries; the corpus is composed of 24 documents published from 1994-2009. The literature is qualitatively analyzed to determine the techniques in use, the libraries' goals, targeted groups, budgets, and assessments of their marketing plans.

A total of 38 unique marketing techniques were discovered in the 24 documents consulted for this research. The four most popular techniques were patron training in a group setting, flyers/brochures, e-mails to patrons, and surveys. Libraries were generally unclear about stating the goals for their marketing plans but were able to easily identify the target of their marketing efforts. Budgeting was inconsistent among libraries included in this research; nine libraries reported having either no budget for marketing or did not mention budgeting in the article. Assessment was the weakest part of the marketing plans, with four libraries not documenting an awareness of the need for assessment and seven libraries noting an understanding of the need to evaluate their plan but unsure how to do so.

Based on the analysis the paper makes it clear that as libraries engage in marketing activities, they should make themselves aware of general principles before beginning their plan. Special focus should be given to selecting activities that match the goals of the marketing plan and choosing an appropriate evaluation technique before beginning the marketing activities.

Relation Management Position...announced

It is very nice to see the announcement of Head of Relationship Management,
University of York - Information Directorate offering an exciting opportunity has arisen within the Services Division, which brings together Library and IT staff to provide integrated services from within a newly refurbished and extended Library building. Applications are invited for the new post of Head of Relationship Management, leading a team of Academic liaison librarians, software applications support, training and communications staff.
You will be prepared to innovate, lead and manage change, respond enthusiastically to external developments, and be a reflective practitioner taking responsibility for your own development needs. You will have a good honours degree, a postgraduate qualification in a professional area relevant to the duties of the post, and considerable appropriate professional experience. You will make a significant contribution to achieving the overall vision for information within the University, with skills, knowledge or experience in service delivery, marketing, user understanding and relationships, quality and performance measurement.

You will work closely with and deputise for the Head of the Services Division and develop effective relationships within and outside the University. Management experience, preferably in a higher education, research or related service-oriented environment, and a good understanding of important issues for higher education institutions and the information services which support them are essential.