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.
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.
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
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
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
Let’s give them something to talk about!
The Wow! factor
Customer care = marketing
“ Six Buttons of Buzz”
(from Mark Hughes, Buzz Marketing )
Johnson County Library, KS
Exercise #3 Are You a Connector?
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?
Your “Elevator Speech”: What can you say in the time it takes for an elevator ride ? Exercise #3
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…?
MySpace, Twitter, Facebook, Flick’r, YouTube, RSS, wikis, etc.
Publish for pennies
Measuring email marketing
Writing for the Web
Reading online is different than print
Register first words of headings
Average 51 seconds reading an e-newsletter
Eye-tracking heat map
Give users the opportunity to share
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
Maintains a larger circle of “friendships”
Social media can help to…
Create opportunities for future face-to-face interactions
Bypass traditional media
Provide customer service/ solve problems
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