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Un-marketing E-resources: Moving from Hard Selling to Relationship Building
Monday, February 23, 2015 at 3:15 PM–4:00 PM CST
Room 204
Conference Track
5. User Experience
Keywords
community building, electronic resources. promotion, marketing
Learning Objectives
- Following this session, participants will learn how to build and maintain relationships with users and how to incorporate electronic resource promotion within these relationships,
- Following this session, participants will have concrete examples of how to connect users with resources at the point of need,
- Following this session, participants will be able to improve the shareability and findability of their electronic resources,
- Following this session, participants will be able to use analytics tools to track e-resource usage promoted through online community connections
Abstract
Libraries use the term “marketing” to describe e-resource promotion. Marketing, however, implies a one-way push of information that may seem irrelevant or objectionable to users. The concept of “un-marketing” reframes the conversation around relationship-building whereby libraries listen, engage, build trust, identify user needs, and introduce e-resources more naturally.
Presenters
![[photo]](https://secure.gravatar.com/avatar/76a8b5338dbccfef7ca91b52ba703d3b.png?d=https://proposalspace.com/images/no_photo.png&r=PG&s=50 "Doralyn Rossmann, Montana State University Library")
Doralyn Rossmann, Montana State University Library
![[photo]](https://secure.gravatar.com/avatar/f22824d1a05019eaa2789c01bf051d93.png?d=https://proposalspace.com/images/no_photo.png&r=PG&s=50 "Kirsten Ostergaard, Montana State University Library")