An Infopeople Workshop
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
For a complete list of workshops, and for
other information about the project, go to the
Infopeople website at infopeople.org.
What is word-of-marketing and why you
Making the most of social networks
Electronic word-of-mouth marketing
Burning desire that brought you to
What does the word
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.
Find out what they want
Give it to them at a reasonable cost
Tell them about it
Four P’s of the Marketing Mix
You ARE a marketer, now deal with it!
From the blog, creating passionate users
Old School vs. Neo-Marketing
Marketing department Everyone’s responsibility
Library controls Users have power
Library’s content Users’ content
Focus groups, surveys User feedback
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
Technology Pumps It Up!
Potential for the exponential
Message is recorded (somewhere!), no
Vital for “hard-to-reach” groups
Affordable for libraries!
It All Begins With One-to-One
I Thought Viral Was a Bad Thing …?
Word-of-mouth – person to person
Viral- word-of-mouth enhanced by online
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”
(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.
•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
The People Who Make it Happen
(From Malcolm Gladwell, The Tipping Point)
Tapping Into Social Networks
Who are three “connectors” you can use to
spread your message?
Spreading the Word
Listening not telling
Use the feedback loop- even if it hurts
Napa Valley Register –
comment on a story
The Long Tail
Distributing more of niche
Santa Clara County Library on Wikipedia
Networking in 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…
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.
• Americans go to the library 16% more often than the go to the
• 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
• Our library has 60 computer with high speed Internet access.
That’s $360,000 work of Internet access for free
Publish for pennies
Example of an e-newsletter report
Writing for the Web
Reading online is different
Register first words of headings
Average 51 seconds reading an
Eye-tracking heat map
Library Blog: Why?
Listen, get feedback
Preview new services
Collaborate to create new and better
Qualities of a Blogger
Time and commitment to blog
The “usual suspects” – schools, newspapers,
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
Give an example of what the link might look
Hennepin County Library on MySpace
Individual Librarian on MySpace
Boston Public Library on Wikipedia
Libraryman on Flickr
St. Joseph County PL on YouTube
Wikipedia Discussion about Boston PL
One thing you learned today?