reconstruction of university library websites in kerala as ...sl. no. criteria kul mgul cusatl chmkl...

Reconstruction of University Library Websites in

Kerala as Marketing Tools: A proposal

by

Dr. P.K SURESH KUMAR [email protected]

Kerala University Library

University of Kerala

Thiruvananthapuram-34

KLA National Seminar, 14-16 July 2011, Thiruvananthapuram

Objectives of the study

1. To analyze the presentpromotional activities of UL inKerala

2. To analyze the contents of ULwebsites in a marketing point ofview

3. To build a model website foruniversity libraries in Kerala.


Scope and Limitations

The study is limited to four university libraries in

Kerala viz. Kerala University Library (KUL),

Mahatma Gandhi University Library (MGUL),

Cochin University of Science and Technology

Library (CUSATL) and CH Mohammed Koya

Library of University of Calicut (CHMKL).


Data And Methodology

Primary data through Interview - Section

heads and UL /DL-in charge.

Secondary data from the website of each UL

Comparing the websites of UL in Keralawith various others in India and abroadparticularly European Countries (eg.Cambridge, Oxford, Princeton, Harvard,MIT etc.)


Why Online marketing in Libraries

For some users the web site is the library! Some users never visit the

library for information due to their Google mentality.(Web life style)

Positions the library as a valuable resource, builds good customer

relations, and contributes to a positive relationship

The major objectives of university library web pages are;

•To provide quality products and services;

•To market library P/S and makes some revenue;

•To meet the user’s needs efficiently and effectively; and

•To provide value added services


Promotional Activities in KUL

Promotional Activities KUL MGUL CUSATL CHMKL

e-mail/Bulletin Board N N Y N

Computer network N N Y Y

Independent Library website Y N Y N

Interlibrary loan Y Y Y N

Library Brochure/Guide Book Y Y Y Y

Extension services Y N Y N

Display/Posters in the library Y Y Y Y

Personal intimation Y N Y Y

Most of the libraries used traditional modes. CUSATL is on the

top with a variety of promotional activities. Only KUL and

CUSATL have their own website but MGUL and CHMKL used

their parent university website for promotionKLA National Seminar, 14-16 July 2011,

Thiruvananthapuram

Criteria for Evaluation websites of U/L

General•Quality and performance- Resolution, time taken to load page

•Logo/Image - The site should project the image of the UL

•Positioning- Uniqueness

•Branding-Ask@ your library, We can save your time etc.

•Trends - web sites are dynamic and quick updation

•Availability - enough bandwidth to support usage demands

Marketing Mix Variable –(4P’s)•Place- Accessibility, number of links, Web Opac etc.

•Price- Is any thing priced

•Promotion- Communication of services, personal login etc.

•Product- the number of products and services offered


Home page of KUL

www.kulib.inKLA National Seminar, 14-16 July 2011,

Thiruvananthapuram

http://www.kulib.in/

Analysis of the website of KUL

Hosted in 2011 and is not frequently updated (since maintained and powered by a private agency)

Just Listed the special collections (KR, WS, UN,

GP, Theses, Bound volumes of Periodicals etc)

No link to Library digital Archive (LIDAS)

Catalogue can be accessed only on library working days

No provision to promote with "New Technologies in Libraries(Library 2.0 or web 2.0) (eg; blogs, RSS, wikis, social network, You-tube etc.)


•MGUL has no independent website, but some information in the website of MGU as a link

•Provide Information about location, working hours, Rules, Contacts etc

•Products and Services just listed, User statistics

•Independent website for institutional repository

Home page of MGUL


Home page of MGUL Theses

www.mgutheses.inKLA National Seminar, 14-16 July 2011,

Thiruvananthapuram

http://www.mgutheses.in/



•Maintained by CUSATL, www. library.cusat.ac.in

Home page of CUSATL

•Provision to e-gateway, open access resources, Journals,

knowledge gateway, digital repository, recommend a book,

online library catalogue, feedback, rules, resources,

membership, librarian interface etc.KLA National Seminar, 14-16 July 2011, Thiruvananthapuram

•CHMKL has no independent website, but some information in the website of Calicut University as a link

•Provide Information about location, working hours, Rules, Contacts etc

•Products and Services just listed

Home page of CHMKL


No

. Links KUL MGUL CUSATL CHMKL

1 About us- Vision, Mission, location, working hours, staff,etc. Y Y Y Y

2 Resources-Collection, Spl Collection, Database etc. Y Y Y Y

3 Online Search-Web OPAC Y N Y N

4 Information P/S -Bibliography, Indexing, Abstracting etc. Y Y Y Y

5 Institutional Repository/Digital Repository N Y Y N

6 Personal accounts-Login for renewal, reservation, overdue N N Y N

7 Links to Consortiums(UGC INFONET,INDEST) Y N Y N

8 E-Books/E-Journals/E-gateway N N Y N

9 Connections to networks ( e.g. DELNET,OCLC etc.) N N Y N

10 Interlibrary loan N N Y N

11 Information Literacy programmes/Orientation N N N N

12 Library Blog- Reader's advisory blog N N N N

13 Chat with staff/Ask Librarian/Virtual Reference N N Y N

14 Access to online communities ( MySpace , Twitter etc.) N N N N

15 Online pathfinders (e.g. Career guidance) N N N N

16

Links to localized contents(e.g. Kerala Studies, Malabar

studies etc.)or special collections N N N N

17 Notification of library events and news Y N Y Y

18 Opinion polls, feedback etc. N N Y N

19 Purchase suggestions (Book, Journal etc.) N N Y N

20 Newsletter/Brochures/Guide books Y N N N

21 Open Access Gateway N N Y N

22 Research help – Research guides, Research Centers, N N N N

23 RSS feeds for rapidly changing content N N Y N

Total 7 4 16 4

Comparison of UL websites in a Marketing point of view


Comparison Contd…

Out of 23 points the score for CUSATL is

maximum with 16 points and least for MGUL

and CHMKL with only four points. The

corresponding score to KUL is seven. This

shows that the websites of MGUL and

CHMKL are not marketing oriented.


Evaluation in marketing Point of View

Sl. NO.

Criteria KUL MGUL CUSATL CHMKL

1 Quality Y N Y N

2 Logo/Image Y Y Y Y

3 Position N Y Y N

4 Branding N N N N

5 Trends N N Y N

6 Availability N N Y N

7 Place Y Y Y Y

8 Price N N N N

9 Product N Y Y N

10 Promotion Y N Y N

Total 5 4 8 2KLA National Seminar, 14-16 July 2011,

Thiruvananthapuram

SuggestionsDeveloping e-commerce strategy in University Libraries in

Kerala to market its P/S

This study emphasized the need to build or reconstruct the

websites of KUL, MGUL and CHMKL as a strategy for

repositioning and marketing.

An intensive effort is required from the part of top management

to maintain and manage the websites by incorporating new

technologies and campaign messages .

Library web 24/7 access, initiating information desk with liaison

librarians, establishment of virtual reference etc. KLA National Seminar, 14-16 July 2011,

Thiruvananthapuram

Suggestions

Evaluation of web sites should be done on a frequent and regular

basis by considering the needs of all user groups, and results

should be used in site updating.

UL home page should have the links such as about us,

consortiums, P/S, localized contents, News, online pathfinders,

Webopac, open access gateway, repository, resources, user login

etc.


Model Website

http://keralauniversitylibrary.wordpress.com/KLA National Seminar, 14-16 July 2011,

Thiruvananthapuram

http://keralauniversitylibrary.wordpress.com/

Conclusion

The university libraries in Kerala are using conventional mode of

promotional activities A well planned promotional effort through

web in the university libraries can stimulate potential users to use

its products and services.

Communicating what libraries do has always been difficult and as

remote use increases, new strategies are required. The University

library websites of Kerala are not marketing oriented except in

CUSATL. So it is imperative to reconstruct the websites of

university libraries in Kerala.

Online strategies with the potentiality of Web 2.0 technologies can

be used for marketing by reconstructing their websites.KLA National Seminar, 14-16 July 2011,

Thiruvananthapuram

Thanks


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