Survey of Library & Museum Content Marketing Practices

  • ID: 2673671
  • Report
  • 92 Pages
  • Primary Research Group
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The report presents detailed data about how colleges, libraries and museums are marketing their digitized collections and other content through blogs, email, videos, and through major sites such as Pinterest, Facebook, YouTube, Twitter, Google+, Instagram and other venues. The study also looks at marketing through traditional advertising mediums such as space ads and press releases, as well as the cost of search engine optimization, pay per click ads, the development of finding aids, and other efforts to alert the public to college, library and museum content.

In addition to examining marketing efforts the study gives data on revenues from content sales, the percentage of collection content available in digital formats, and cross marketing efforts with other institutions. Participants include library special collections, major museums, historical societies, film and photography archives, college museums and archives and other venues presenting detailed and valuable content to the public.

Just a few of the report's many findings are that:
- More than 57% of the museums in the sample have done cross marketing with other organizations, while 37.5% of libraries sampled have done the same
- Survey participants estimate that a mean of 256 hours of staff time have been spent in developing search engine optimization strategies in an effort to draw traffic to the site and increase content use
- About 18% of survey participants distribute videos about their collections on the video site Vimeo
- 8.33% of the organizations in the sample with more than 100 employees use the photo sharing site Instagram
- More than 58% of the survey participants maintain at least one blog about their collections and the mean number of blog posts per month was 9.72
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LIST OF TABLES
THE QUESTIONNAIRE
SURVEY PARTICIPANTS
CHARACTERISTICS OF THE SAMPLE
SUMMARY OF MAIN FINDINGS
1. Anatomy of the Digital Collection
2. Content Sales
3. Scope of Digitization Efforts
4. Finding Aids
5. Internet Marketing Channels
6. Blogging and Outreach
7. Videos
8. Advertising and Search Engine Optimization
9. Email
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- Arkansas Tech University Museum
- Biodiversity Heritage Library
- Boone Area Library
- Burlington Public Library
- Canadian Museum of Civilization
- Chandler Museum
- Chester County Historical Society
- Davis Museum
- Elizabethton-Carter County Public Library
- Fenimore Art Museum and The Farmers' Museum
- First Community Church
- George Washington University Libraries
- International Quilt Study Center & Museum
- Iowa State University
- Kutztown High School Library
- May Gallery
- Modern Records Centre, University of Warwick
- The Museum at FIT
- National Agricultural Library
- National College of Art and Design
- National Gallery of Ireland
- National History Museum of Utah
- The Peggy Notebaert Nature Museum – The Museum of the Chicago Academy of Sciences
- San Francisco Museum of Modern Art
- Skidmore College
- The Skyscraper Museum
- St. Andrew's School
- Stanley Library at Ferrum College
- UMA, La Maison de l'image
- University of Arizona Libraries
- University of Hawaii at Manoa Hamilton Library
- University of Nevada Las Vegas
- University of North Texas
- University of St. Andrews Library
- University of Vigo
- University of Wisconsin Digital Collections Center
- Voelker Orth Museum
- Waterford Institute of Technology
- Yale Center for British Art
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