Marketing.Wom.10.6.09[1]

Word-of-Mouth Marketing for Libraries Instructor: Ann Miller [email_address] An Infopeople Workshop Summer/Fall 2009

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
Your “elevator speech”
Making the most of social networks
Adapting word-of-mouth success stories

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

You ARE a marketer, now deal with it! From the blog, creating passionate users http://headrush.typepad.com

Old School vs. Neo-Marketing OLD Marketing department NEW Everyone’s responsibility Library controls Users have power Library’s content Users’ content Focus groups, surveys User feedback Advertising Evangelizing One way broadcasts Two-way conversations

Exercise #1 Word-Of-Mouth Bingo

What kind of relationships do you want to have with your patrons?

What is Word-of-Mouth Marketing?
Activities that generate and amplify personal recommendations for your library and its services.

Why Should I Care ?
Traditional marketing is becoming less effective
Information overload
Skeptical public
“ Narrowcasting”
Ubiquitous social media

Potential for the exponential
Message is recorded (somewhere!), no longer ephemeral
Vital for “hard-to-reach” groups
Affordable for libraries!
Technology Pumps It Up!

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 Buzz
Let’s give them something to talk about!
The Wow! factor
Customer care = marketing

“ Six Buttons of Buzz”
Taboo
Outrageous
Unusual
Hilarious
Remarkable
Secrets
(from Mark Hughes, Buzz Marketing )

Johnson County Library, KS

Exercise #3 Are You a Connector?

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

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=videos

Your “Elevator Speech”: What can you say in the time it takes for an elevator ride ? Exercise #3

Sample “hooks”
We help people help themselves
We can help you start something big
We are Oceanside’s stimulus package and we won’t go away
Did you know there are more libraries in the US than there are McDonalds?
Do you know how to…?

Electronic Word-of-Mouth
Email newsletters
Blogs
MySpace, Twitter, Facebook, Flick’r, YouTube, RSS, wikis, etc.

User expectations
Customized
Content driven
Creative
Connected

Email Newsletters
Publish for pennies
Opt in
Privacy policy
Measuring email marketing
good: Opened
better: click-through
best: forwarded

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/alertbox/newsletters.html
Eye-tracking heat map

Give users the opportunity to share
Forward email
Bookmark a webpage
Share on social media site

Thinking About Social Media Social media is how people engage, participate, and share online the experiences they leave behind. It is fundamentally changing the way we communicate.

Power of Social Media
Fosters intimacy
Maintains a larger circle of “friendships”
Green
Voyeuristic
Addictive

Social media can help to…
Offer immediacy
Build relationships
Create opportunities for future face-to-face interactions
Bypass traditional media
Provide customer service/ solve problems
Encourage participation
Monitor and manage reputation

Questions to consider:
How does social media fit with goals of organization?
Who are the current customers?
Who are the potential customers?
What has worked and not worked in the past?
The players – who does what?

Engagement Pyramid Write a blog; upload a video Rate a product or service; comment on a blog, write in a discussion forum Share online video; update profile, upload photos Watch online videos, read blogs, download podcasts Charlene Li – It’s All About the Relationships, Marketingprofs.com Curators Producers Commenters Sharers Watchers

Listen then engage
Participate in social media, by having conversations
Encourage interactions (polls, questions, retweets, commenting)
Respond immediately
Be prepared for involvement across the organization – PIO, customer service, administration, “behind the scenes” folks

Getting in on the conversation

Measuring Word-Of-Mouth
What is the depth of our user’s engagement?
Web, email, and social media analytics
Net promoter scale- How likely are you to

Exercise #4 Adapt a Case History

They may forget what you said, but they will never forget how you made them feel. -Carl Buechner

Marketing.Wom.10.6.09[1]

by AnnMillerMarketing on Oct 15, 2009

Accessibility

Categories

Upload Details

Usage Rights

Statistics

Marketing.Wom.10.6.09[1] — Presentation Transcript