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How to Teach the Internet One on One Brief Instruction (PowerPoint)

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					Word-of-Mouth
Marketing for
Libraries
                        Instructor:
                       Ann Miller
       annkenneymiller@yahoo.com
             An Infopeople Workshop
                   Summer/Fall 2006
This Workshop Is Brought to You
    By the Infopeople Project
  Infopeople is a federally-funded grant project
  supported by the California State Library. It
  provides a wide variety of training to
  California libraries. Infopeople workshops are
  offered around the state and are open
  registration on a first-come, first-served
  basis.

  For a complete list of workshops, and for
  other information about the project, go to the
  Infopeople website at infopeople.org.
Workshop Overview
   What is word-of-marketing and why you
    should care
   Making the most of social networks
   Electronic word-of-mouth marketing
   Case studies
   Action plans
Introductions
       Name
       Library
       Position
       Burning desire that brought you to
        this workshop
What does the word
    “marketing”
   mean to you?
Marketing - Textbook definition:

  The activities of listening to customer needs,
  assessing the competitive landscape and then
  designing and creating products and services
  accompanied by messages that shape
  audience perceptions, leading to
  opportunities for revenue.
Translation

     Find out what they want

     Give it to them at a reasonable cost

     Tell them about it
Four P’s of the Marketing Mix

       Product
       Place
       Price
       Promotion
You ARE a marketer, now deal with it!




             From the blog, creating passionate users
                   http://headrush.typepad.com
Old School vs. Neo-Marketing
              OLD                      NEW
Marketing department    Everyone’s responsibility

Library controls        Users have power

Library’s content       Users’ content

Focus groups, surveys   User feedback
Advertising             Evangelizing

One way broadcast       Two-way, iterative conversation
What is Word-of-Mouth Marketing?

      Activities that generate personal
   recommendations and referrals for your
     library, it’s services or “products”
Why Should I Care ?

      Traditional marketing is becoming less
       effective
          information overload
          skeptical public
          “narrowcasting”
Technology Pumps It Up!
     Potential for the exponential
     Message is recorded (somewhere!), no
      longer ephemeral
     Vital for “hard-to-reach” groups
     Affordable for libraries!
It All Begins With One-to-One

One-to-one is:
 Trusted

 Timely

 Tailored
I Thought Viral Was a Bad Thing …?

   Word-of-mouth – person to person
   Viral- word-of-mouth enhanced by online
    interactions
   Buzz – Everyone is talking about it –
    message is no longer moving linearly.
Word-of-mouth Is Not Appropriate When:


     Product is complicated

     Forced, fake, or bought

     Product is a dog
Creating a Buzz

      Let’s give them something to talk about!
      The Wow! factor
“Six Buttons of Buzz”
      Taboo
      Outrageous
      Unusual
      Hilarious
      Remarkable
      Secrets
                    (from Mark Hughes, Buzz Marketing)
 From David McCusker and American River College Library’s Chimes newsletter:
 “In an attempt to minimize the inevitable confusion between JSTOR and J-Kwon,
 we’ve prepared this handy chart for quick reference for you and your students:”




•Librarians can help you and your          •Unfortunately, if you have any difficulties
students navigate JSTOR.                   with J-Kwon, you are on your own.

•Full-text articles in JSTOR are           •Full text J-Kwon lyrics are available to
available only to students, faculty, and   anyone with an Internet connection.
staff of participating institutions.
                                           •It remains to be seen what potential this
•JSTOR is a “scholarly tool of             young mc may possess.
enormous potential.”
•Issues of journals in JSTOR are           •Our fruitless attempts to contact J-Kwon
never “out"; they are always available.    suggest that he is frequently out and rarely
                                           available.
The People Who Make it Happen

    “Influentials”
         Mavens
         Ambassadors
         Salespeople
         Connectors

            (From Malcolm Gladwell, The Tipping Point)
Tapping Into Social Networks
   Who are three “connectors” you can use to
    spread your message?
   “Sales people”?
   Mavens?
   Ambassadors?
Spreading the Word

    Listening not telling


    Use the feedback loop- even if it hurts
Audience expectations
   Customized

   Content driven

   Creative

   Connected
Napa Valley Register –
comment on a story
The Long Tail
Distributing more of niche
   market items
Santa Clara County Library on Wikipedia
Networking in Organizations

       Staff
       Library volunteers
       Service organizations
       Participate in your community
Introducing Yourself to a New Network

     Your “elevator speech”
         clear, concise, compelling
         no mumbo jumbo
         end with invitation for interaction
You Can Only Go Up From Here…




http://www.elevatorspeech.com/index.cfm?fuseaction=vide
os
Not so good…
Hi, my name is Ann Miller and I am head of Collection Development for Boring
Public Library. My job is to expedite the workflow of our catalogers and cataloging
techs and to purchase digital and print collections that provide reciprocal and parallel
functionality with the other partners in our consortium.
Sample “hooks”
•   Americans go to the library 16% more often than the go to the
    movies
•   There are more libraries in the US than there are McDonalds
•   California libraries spent an average of $25 per capita for one year
    of public library service. That’s less than the cost of one book, …..
•   Our library buys over 25,000 items every year. That’s over 2000
    new books, movies and music CDs that are on our shelves every
    month
•   Our library has 60 computer with high speed Internet access.
    That’s $360,000 work of Internet access for free
Electronic Word-of-Mouth

         Email newsletters
         Link building
         Blogs
Email Newsletters
   Publish for pennies
   Opt in
   Privacy policy
   Measuring email
    marketing
     good: Opened
     better: click-through
     best: forwarded
E-newsletter
Example of an e-newsletter report
Writing for the Web
   Reading online is different
    than print
   Users:
       skip intros
       scan headings
       Register first words of headings
       Average 51 seconds reading an
        e-newsletter
   http://www.useit.com/al
    ertbox/newsletters.html
                                           Eye-tracking heat map
Library Blog: Why?
     Build relationships
     Listen, get feedback
     Preview new services
     Build communities
     Solve problems
     Collaborate to create new and better
      library services
Qualities of a Blogger
      Time and commitment to blog
      Well informed
      Opinionated
      Truthful
      Good writer
      Authentic voice
Link Building
   The “usual suspects” – schools, newspapers,
    & cities
   Unexpected links – blogs, hobbyist groups,
    tourism sites, etc.
   “Link bait” – using the outrageous or
    unexpected to drive people to your site
Writing a link request
   Write to a person not just a title (webmaster)
   Start a dialog, be helpful
   Reference something in their site that shows
    you are an avid reader
   Be specific about how your site is relevant to
    theirs
   Give an example of what the link might look
    like
Hennepin County Library on MySpace
Individual Librarian on MySpace
Boston Public Library on Wikipedia
Libraryman on Flickr
St. Joseph County PL on YouTube




              http://www.youtube.com/watch?v=vrtYdFV_Eak
Wikipedia Discussion about Boston PL
Second Life
http://www.youtube.com/watch?v=vrtYdFV_Eak
One thing you learned today?
Evaluations

				
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