| Title: | Referral Marketing Campaigns: 'Slashdotting' Digital Library Resources |
| Author: | Buczynski, James Andrew |
| Abstract: | Word-of-Mouth referrals via face-to-face, telephone, email, blogs, and websites is how YouTube, FlickR, MySpace, BoingBoing and others became successful as measured by traffic to their sites. When was the last time you heard EBSCO, ProQuest, Elsevier, Kluwer, NetLibrary,eBrary, Books24X7, etc. in social situations? It doesn't happen, but it should. We’ve built digital libraries, offering access to immense digital collections of quality resources, and the crowds are not coming. Marketing missteps are largely to blame for the declining role of libraries in people’s lives. There is an awareness gap between the offering of digital libraries and the communities they serve. Word-of-mouth (WOM) or referral marketing, modeled on blogs like Slashdot http://slashdot.org/ is the key to increasing traffic to licensed digital library resources. |
| Description: | James Buczynski has been practicing as a reference, instruction and collection development librarian for over five years. Presently, he manages electronic information resources acquisitions and licensing for Seneca College of Applied Arts & Technology (Toronto), serves as Seneca Libraries' advisor on copyright, serves as a computer science bibliographer and coordinates the information literacy program and virtual reference service at the Seneca@York campus.. He regularly talks at conferences about copyright related issues in libraries and teaching, is an editor and contributor at Internet Reference Services Quarterly and reviews books for E-Streams, Choice and Library Journal. |
| Type: | Presentation |
| URI: | http://hdl.handle.net/1853/13617 |
| Date: | 2007-02-22 |
| Contributor: | Seneca College of Applied Arts and Technology |
| Publisher: | Georgia Institute of Technology |
| Subject: |
eResource delivery and promotion
Marketing missteps Slashdotting Word of mouth marketing Marketing goals |
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| 222-thurs-11_05.pdf | 2.759Mb |
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| 222-thurs-11_05.mp3 | 6.738Mb | mp3 audio |
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| 222-thurs-11_05a.pdf | 113.3Kb |
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| 222-thurs-11_05.mp4 | 94.05Mb | MPEG-4 video |
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