2011 - Creating Groupies - Bates


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Mary Ellen Bates presentation "Creating Groupies" at the 2011 SLA Conference.

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  • 2011 - Creating Groupies - Bates

    1. 1. Creating Groupies: Info-Pro Guerilla Marketing <br />Mary Ellen Bates<br />BatesInfo.com<br />SLA Annual Conference<br />June 14, 2011<br />
    2. 2. Hosted by:Government Info DivisionPharma & Health Tech Division<br />BatesInfo.com<br />2<br />
    3. 3. Are you tweeting today?<br />@mebs<br />#SLA2011<br />BatesInfo.com<br />3<br />
    4. 4. Slide deck at BatesInfo.com/extras<br />BatesInfo.com<br />4<br />
    5. 5. We have to earn our groupies<br />BatesInfo.com<br />5<br />
    6. 6. Cleans rooms<br />Creates a home away from home<br />Delivers food<br />Creates a memorable event<br />BatesInfo.com<br />6<br />
    7. 7. Does taxes<br />Gives strategic advice<br />Helps with my "issues"<br />Frees me up to live richer life<br />BatesInfo.com<br />7<br />
    8. 8. What do you do that's unique?<br />What do you do that your organization needs?<br />Are you sure?<br />BatesInfo.com<br />8<br />
    9. 9. Features vs. benefits<br />Features:<br />Blah blahblahblahblahblahblahblah<br />"Here are the parts. Figure out how to put 'em together"<br />Benefits:<br />"We can make you rich, beautiful and sexy, and shrink your carbon footprint to zero"<br />9<br />BatesInfo.com<br />
    10. 10. Features vs. benefits<br />Cataloging <br />ILL <br />Ref interview <br />10<br />Building info access<br />Global prof network<br />Client info needs assessment<br />BatesInfo.com<br />
    11. 11. Battling perceptions<br />Online searching<br />In-depth research for content Google can't find<br />Search results<br />Information analysis<br />"Library school"<br />Graduate school<br />Bates Info.com<br />11<br />
    12. 12. When you describe yourself...<br />Is this a WHY?<br />Or is this just a WHAT or HOW?<br />Bates Info.com<br />12<br />
    13. 13. WHY, not HOW or WHAT<br />Are you talking about sources used? full-text vs. abstracts?<br />or about what the client does next?<br /> Finding nothing is info!<br />BatesInfo.com<br />13<br />
    14. 14. WHY, not HOW or WHAT<br />"We use premium databases"<br />"We bring insights from the outside"<br />"We provide research services"<br />"We deliver information when decisions need to be made"<br />14<br />Bates Info.com<br />
    15. 15. WHY, not HOW or WHAT<br />"We are experts at organizing info"<br />"We make critical information findable"<br />"We offer comprehensive searches"<br />"We reduce risk through better understanding"<br />BatesInfo.com<br />15<br />
    16. 16. "So, what do you do?"<br />I'm a librarian / info pro / knowledge specialist<br />I help people find and use information<br />I provide information analysis<br />I enable my clients to work more strategically<br />16<br />BatesInfo.com<br />
    17. 17. Marketing vignettes<br />Tell a story<br />Can be anonymized<br />------------------------<br />Describe your client's situation<br />New Product Director considering moving into the organic personal care market<br />BatesInfo.com<br />17<br />
    18. 18. Marketing vignettes<br />What does your client get from you?<br />I gave my client an overview of the market, with the key issues highlighted<br />What does your client do as a result?<br />My client decided to focus on organic baby care products, an area in which we have a clear advantage<br />BatesInfo.com<br />18<br />
    19. 19. Walk your talk<br />To be seen as strategic, we must be accountable for the impact we have on our org's bottom line.<br />19<br />BatesInfo.com<br />
    20. 20. Think BASF: “We don’t make the products you use. We make them better.”<br />“We don’t make the strategic decisions. We make them better.”<br />BatesInfo.com<br />20<br />
    21. 21. Value-adding mindset<br />Use every interaction to market teach<br />"Would you like a monthly update on that?"<br />"Did you know we have a search engine that's even better than Google?"<br />"What could I do that would make this easier for you to use?"<br />21<br />BatesInfo.com<br />
    22. 22. Speak their language<br />How do your clients describe your service to others?<br />"I call the info center when I need to understand the outside world."<br />22<br />BatesInfo.com<br />
    23. 23. Build C-suite champions <br />Support for special projects, teams<br />New exec hires, promotions<br /> Where are those announced?<br /> Press releases? LinkedIn?<br />BatesInfo.com<br />23<br />
    24. 24. Self-promotion is not evil.<br />24<br />BatesInfo.com<br />
    25. 25. Create a brag-ologue<br />Keep a Word file of kudos, compliments, comments<br />Have anecdotes for "marketing moments"<br />Practice public speaking... really!<br />BatesInfo.com<br />25<br />
    26. 26. Strut your stuff<br />Do, don't say<br /> What are you indispensible in?<br />When do you lose track of the time?<br />Volunteer for SLA!<br />BatesInfo.com<br />26<br />
    27. 27. Strut your stuff<br />Show your passion<br />Develop enthusiasm<br />Take 100% responsibility <br />which is not 100% blame<br />BatesInfo.com<br />27<br />
    28. 28. What’s the point?<br />There’s only one you<br /> How do you want to be known?<br />Own your public profile<br />Differentiate yourself in the job market<br />28<br />BatesInfo.com<br />
    29. 29. Be patient<br />Slow-marketing movement<br />It’s all about the networks<br />You’re building a 3D profile<br />29<br />BatesInfo.com<br />
    30. 30. Just be an info pro!<br />Share resources<br />Create podcasts<br />Encourage interaction<br />comments, polls, feedback, input<br />30<br />BatesInfo.com<br />
    31. 31. Is this you in the social media?<br />Fill in your profile!<br />Yes, with a photo<br />Include board and advisory work<br />Cross-link your online personas<br />31<br />BatesInfo.com<br />
    32. 32. But I don’t…<br />have time<br />Social media put your brain in the cloud<br />This is branding<br />have access at work<br />Negotiate<br />There’s an app for that<br />32<br />BatesInfo.com<br />
    33. 33. How to build Brand You<br />See yourself as a brand<br />Make yourself find-able<br />33<br />BatesInfo.com<br />
    34. 34. Add value with your profile<br />Live-tweet a conference<br />with content, not lunch<br />Blog highlights of a conference<br />Share your slide decks<br />34<br />BatesInfo.com<br />
    35. 35. Make your profile<br />Hooks to make you search-friendly<br />Summary, specializations, interests, etc.<br />Use words that work<br />Insights, competitive, expert, value-add <br />See Alignment Project results<br />35<br />sparkle<br />BatesInfo.com<br />
    36. 36. Make your profile<br />"Dress" for the job you want, not the job you have<br />36<br />sparkle<br />BatesInfo.com<br />
    37. 37. Promote, don't defend<br />"The web doesn't have anything"<br />"The web isn't reliable"<br />"The web is full of scam artists"<br />We go deeper than Google, and bring you analysis you can use, not search results.<br />37<br />BatesInfo.com<br />
    38. 38. Wear your bumper sticker<br />Use your signature file!<br />Entice your readers<br />“Have you seen our Info Portal?”<br />“Click here for our latest e-newsletter” <br />38<br />BatesInfo.com<br />
    39. 39. How to create groupies followers, friends, links<br />Say something interesting<br />Give your insight, perspective<br />Include links, with context<br />Credit others<br />39<br />BatesInfo.com<br />
    40. 40. How to create groupies<br />Follow interesting people and retweet<br />Write to be retweetable<br />Pace yourself<br />2 tweets a day<br />1 blog post a day/week<br />1 status update a day<br />40<br />BatesInfo.com<br />
    41. 41. Kiss o’ death<br />Uni-dimensional<br />All professional, all the time = boring<br />Posting in the heat of the moment...<br />41<br />BatesInfo.com<br />
    42. 42. It’s personal…. kind of<br />Set your boundaries<br />Be genuine<br />MCI's Deadhead librarian<br />Be careful what you “like”<br />I am Sarcastic Because You are an Idiot <br />Avoid Twitterhea<br />42<br />BatesInfo.com<br />
    43. 43. Tips To Build Brand You<br />Be transparent<br />Be authentic<br />Be generous<br />Be accessible<br />Be accountable<br />Be nice<br />43<br />BatesInfo.com<br />
    44. 44. Slide deck at BatesInfo.com/extras<br />BatesInfo.com<br />44<br />
    45. 45. Mary Ellen can be reached at<br />+1 303.772.7095 or<br />mbates@BatesInfo.com<br />BatesInfo.com<br />Blog: Librarian of Fortune.com <br />See BatesInfo.com/ie-tipsfor free monthly<br /> e-newsletter<br />BatesInfo.com<br />45<br />