Virtual Marketing NELA 2010


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Presentation by Geri Diorio at NELA 2010 on Virtual Marketing to Teens.

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  • Lovely fall leavesPhoto taken by my lovely friend Gayle
  • Ask what they think the terms mean.If no individuals speak up, ask for hands: are they interchangeable? Are they different? Are they shades of the same thing?
  • Since they all relate - here’s a way to look at it from a public library point of view - Marketing is the plan we make for summer reading - the theme, the programs,what to track: minutes or pages or books read, what prizes will be given out at what levels, how many volunteers will we need…Advertising involves the school visits to tell them about the program, the fliers we post in the library, the small article we plant in the newspaper, the note we put in the library newsletter, the mentions we give it at the book clubs, the bookmarks with the dates and prize levels printed on them that get stuck into each backpackAnd Promotion involved the prizes we give the kids, the tchokes like the reading records and pencils, the photos we take when they reach 30 books…in fact, summer reading itself is promotion for the library as a whole…isn’t it? What a giant circle!
  • I’d also like to touch on cell phone usage in teens.About 3/4’s of teens have a cell phone.Teens from low income homes, who may not have computers at home, are likely to have a cell phone and use it this way.Texts: If that is the average, imagine how high the number must go – 200 or so…Other forms of communication have remained stable (calls, e-mail, SNS, IM) but texting has grown.Does this line up with your experience with your teens?
  • The first step is a marketing strategy. And it is called a strategy for a reason --- saves time and allows for a focus of resources. In other words, it is a plan.Look at how they use your library. Go where your kids are.Look at what you have & can use. Learn new things.Do not be afraid to try new things.Chart your progress 1. To learn how it’s going and 2. To show proof of how well it works to any doubters
  • What I’ve been asked to show you here are virtual marketing plans - but keep in mind YOUR library’s reality. Do fliers and bookmarks work? Use ‘em!Does a bright board or digital photo frame with a power point work? Will they make your kids pay attention? Then use ‘em!Don’t shy away from what works just to try the new & shiny.However, the new & shiny often does attract teens like a blackbird to foil…so…
  • Simplest, yet perhaps most effective thing you can do right now - send texts to willing teens.Willing = you’ve gotten permission to text them - do not anger the bill-payers I.e. the parents. Be sure the teens have unlimited texting, or just permission.I know of several libraries in CT that have had great success with this. CLICK ON LINK If you have Outlook…Remember the PEW research on cell phones? Texting is hot. There’s another way you can use texting, but it’s not free
  • A good service, provided you get the word out (advertise this promotion!). You don’t need to use a phone – runs off your browser. Keep it open on your desktopKids use Cha-Cha a lot – advertise this as a reliable alternative. Cha Cha is OK, but they hire anyone with Google skills. One of my more ambitious teens got hired! Not picking on her, but she is not a librarian! She’s smart about using search engines. That’s all these services look for!But about this service: Once word gets out, you’ll also have adults texting you - be sure you have someone watching the computer desktop!
  • So if you try things - how do you know what to try? How do you make the most out of these ideas I hope I have given you?Before we go on, would anyone like a BREAK???????????????You could make a K - W –L Chart It is used in classrooms, teachers ask students what they already Know; then students set goals specifying what they Want to learn; and after a time, students discuss what they have Learned. Use this for yourself! It’s handy!Build on what you know - you already have iPods, cell phones, computers - you know how to use these tools - you can build on your knowledge from wherever your starting point it.Sometimes you get to attend conferences like this! Or you could attend classes - YALSA offers some online ones every semester. Check with your State Library - most offer classes and workshops for continuing education at little cost.MOST OF ALL, I WANT TO STRESS THE VALUE OF PLAYING AND NOT BEING AFRAID - try things. Like I tried to make a movie. You can’t break your computer or the Intenet,
  • Article on having personal and work profiles – quote it – touched on this eariler - talk about my experience on FBLegit concerns, but libraries & librarians must grow & adapt. There’s the old saw about videos and then DVDs making their way into the library - did they belong? No one would argue now, but it is true!Not every teen has a computer/smart phone - it’s not treating them with equity, That is not correct. Teens are wiley when it comes to getting online. School (Lana IMming me from class - kids texting me from class), the library (kids going onto FB after school at the Library), their friends computers, the numbers of cell phones are on the rise) - it is a legitimate way to reach this population of patrons.No, books are not going away, but Reference databases on online now - we don’t spend as much of our budget on paper ref books as on online DBs. Cell phones are everywhere and teens and adults are texting like mad, TextALibrarian at Ridgefield… Joe Murphy at Yale – go where the students are – colleges are starting to offer texting reference advisory.As far as legality…do not e-mail, text, or post on FB anything you wouldn’t write on a post-card. Be honest and smart.Also, as far as schools go - there may be filters on your computers in school, but there are still ways to use social media in schools in a smart way that is useful to your kids. (Click on link and paraphrase)Still you may get resistance, here’s how to counter/deal
  • Virtual Marketing NELA 2010

    1. 1. 1<br />Photo by Gayle Bogel<br />
    2. 2. Virtual Marketing: Reach Out to Teens<br />NELA Conference<br />October 19, 2010<br />Geri Diorio<br />Ridgefield Library<br />
    3. 3. 3<br />Image by digitalArt2 - CC<br />
    4. 4. Marketing/Promotion/Advertising<br />Three terms that are often used interchangeably.<br />Are they the same?<br />4<br />
    5. 5. 5<br />
    6. 6. What is Marketing?<br />STRATEGY<br />The big picture – knowing the audience<br />A defined goal – usually customer satisfaction<br />Measurable outcomes vs. measurable outputs<br />Allows concentration of limited resources on the greatest opportunities.<br />6<br />
    7. 7. What is Advertising?GET THE WORD OUT<br />Communication to influence/ persuade individuals or groups to consume a product or service<br />Often includes “branding” - repetition of an image/logo or product name that will “stick” in the mind of the customer<br />7<br />
    8. 8. What is Promotion?<br />Engagement<br />Involving the audience/customer<br />Participation<br />Creating a reason to care about product/service/activity<br />8<br />
    9. 9. 9<br />
    10. 10. Do You Know 4.0 ?<br />10<br />
    11. 11. Teens<br />Impulsive<br />Plugged In<br />Need involvement<br />Like Technology<br /> What Else???<br />11<br />
    12. 12. What the Research Says About Teens Online<br />Teens and the Internet<br />93% of teens ages 12-17 use the internet<br />87% of online teens use email<br />97% of teens play video or computer games<br />73% of online teens use social network sites<br />– (PEW, 2010)<br />12<br />
    13. 13. 75% of online teen view videos on video-sharing sites<br />68% of teens use instant messaging<br />14 % of online teens blog<br />55% of teens use Wikipedia<br /> – (PEW, 2010)<br />13<br />What the Research Says About Teens Online<br />
    14. 14. 14<br />What the Research Says About Teens Online<br /><ul><li>8% of teens use Twitter
    15. 15. 19% of adults use Twitter
    16. 16. 8 % of teens use virtual worlds
    17. 17. Facebook is the SNS of choice</li></ul> – (PEW, 2010)<br />
    18. 18. 15<br />What the Research Says About Teens and Cell Phones<br /><ul><li>75% of teens have a cell phone
    19. 19. Teens without computers use their phones to go online
    20. 20. 50 texts per day (75% to friends)
    21. 21. After texting, taking and sharing photos is the next most popular cell phone use</li></ul> – (PEW, 2010)<br />
    22. 22. Who are teens?<br />A Vision of Students Today <br />16<br />
    23. 23. How do we market, advertise, and promote to these people?<br />
    24. 24. Marketing Strategies<br />Deliver service to teens<br />Create customer satisfaction<br />Use available channels (on ground and online)<br />Stay within budget <br />Appeal to local audience/preferences<br />Measure outcomes/outputs<br />18<br />
    25. 25. Tools for Marketing/Promotion/Advertising<br />Use what fits in daily practice– for you/for your teens<br />Use what you have – the tools at hand<br />What works?<br />Make strategic decisions about advertising and promotion based on your marketing strategy.<br />19<br />
    26. 26. Virtual Channels<br />20<br />Website YouTube<br />Facebook IM <br />Texting Blog<br /> Twitter(?)<br />
    27. 27.
    28. 28. The Ridgefield Library’s website<br />
    29. 29. Send mass texts from your e-mail<br /><ul><li>Remember to ask permission
    30. 30. Make up a “texting list”
    31. 31. Keep it up to date</li></li></ul><li>24<br />Text-a-Librarian<br />
    32. 32.
    33. 33. Meebo browser view<br />
    34. 34. Blogs<br />Useful, but not in the ways you may think<br />Comments? Dialog?<br />Still, offer information<br />Have an archive<br />
    35. 35.
    36. 36. Facebook is where the kids are at…for now.<br />
    37. 37. Using Social Media to Connect With Teens<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43. 2003<br />SRP visits to Schools <br />
    44. 44. 2007<br />Some schools want visits<br />Most want “something”<br />
    45. 45. 2010<br />All want “something else”<br />
    46. 46. Something Else <br />Flier?<br />Recorded announcement?<br />Live announcement?<br />Video?<br />
    47. 47. Video...<br />but what<br />kind?<br />
    48. 48. Obstacles to making a Summer Reading Program Video<br />No money<br />No time<br />No experience<br />
    49. 49. That never stopped me before.<br />
    50. 50. Digital camera<br />MacBook<br />Help menu<br />Vague college memory<br />What’s On Hand?<br />
    51. 51.
    52. 52. Video for teens <br />Keep it short<br />Get points across simply<br />Don’t try to be cool/funny/hip...I’m not (Thank you forever, Patrick Jones)<br />
    53. 53. Make outline of main points<br />Take digital photos <br />Put together movie<br />Simple plan<br />
    54. 54.
    55. 55.
    56. 56.
    57. 57. Your digital photos are great - free and fair use<br /> - Creative Commons images (give attribution!)<br />Sound files you record are fine, as are the ones that come with your computer<br />
    58. 58. Summer Reading<br />Movie<br />
    59. 59. How do you know what fits? <br />How to understand/use/be effective with new tools? <br /> Who has the time? <br />52<br />
    60. 60. Why do virtual channels fit teens??<br />Existing channel<br />That’s where the teens are<br />Budget friendly<br />Easily tailored to local needs<br />Potential for engagement<br />Meets teen needs (40 assets)<br />53<br />
    61. 61. Concerns with Virtual Marketing<br />Personal implications<br />Digital equity<br />Legal implications<br />Is it really so different? <br />What about schools?<br />54<br />
    62. 62. Evaluating Outcomes<br />Outputs vs. outcomes<br />Are you meeting goals?<br />Core Values/Developmental Assets<br />Measurable evidence<br />55<br />
    63. 63. 40 Developmental Assets for Adolescents<br />Provided by the Search Institute<br />56<br />Image from Microsoft clip art<br />
    64. 64. Core Competencies in Social Networking for YA Librarians<br /><ul><li>Uses Web tools and social networking communities to engage with and provide services to young adults
    65. 65. Understands and articulates the particular importance of engaging with young adults in nontraditional ways that extend beyond the physical library
    66. 66. Involves young adults in the investigation and evaluation of tools to identify those most applicable to the library’s young adult services
    67. 67. Explores the potential of social networking to connect and interact with young adults and meet their information needs</li></li></ul><li>Technology competencies related to social networking<br /><ul><li>Understands and uses common social networking and online collaboration tools
    68. 68. Locates and reads blogs and listens to podcasts; demonstrates familiarity with micro-blogging (Twitter)
    69. 69. Demonstrates familiarity with instant messaging tools (Meebo, Skype), social networking sites (MySpace, Facebook, LinkedIn, Ning) and social bookmarking (Delicious, Diigo)
    70. 70. Demonstrates familiarity with photo-sharing (Flickr, ShutterFly), music-sharing (, Pandora, iTunes) and video-sharing (YouTube)
    71. 71. Locates and follows information sources to stay informed of new technologies and social tools</li></ul>Webjunction<br />
    72. 72. More support<br />ALA Resources for Librarians About Online Social Networking<br />Including Toolkits and Advocacy Guides<br />Supporting Information Literacy and 21st Century Learners<br />AASL Standards for the 21st Century Learner<br />National Educational Technology Standards<br />Copyright in the Digital Age<br />Center for Social Media<br />Online Safety<br /> Center for Safe and Responsible Internet Use<br />59<br />
    73. 73. Suggested Reading<br />danah boyd – smart, articulate researcher who is teen-centric & teen friendly<br />Tame The Web – especially this post about managing change<br />Kevin Kelly on techno-literacy<br />60<br />
    74. 74. Inspired? Get Creative & Win!<br />Alan Sitomer has a contest for you & your teens<br />61<br />
    75. 75. Learn More<br />Connect, Create, Collaborate: Supporting Teen Needs With Technology<br />
    76. 76. Conclusions<br />“The single most important thing (you) can do in today’s digital world is to stay grounded in the rapidly changing digital landscape, stay abreast of the research and best practices, read the blogs, join the electronic discussion lists, attend the conferences, and engage others in the profession in conversations about where they are doing in their libraries to meet teens where they are: online and out in the virtual world.” (Suellentropp and Gorman, 2009)<br />
    77. 77. References<br />Rainie, Lee. 2009. “Teens and the Internet.” PowerPoint Presentation. January 9, 2009. Pew Internet & American Life project.<br />Lenhart, Purcell, Smith, Zickuhr. 2010. “Social Media and Young Adults.” Report. February 3, 2010. Pew Internet & American Life project.<br />Xplane, The Economist, et al. “Did You Know 4.0.” Video. Fall 2009.<br />64<br />
    78. 78. References<br />Wesch, Michael. “A Vision of Students Today.” Video. Spring 2007<br />Hoenke, Justin. “Using Social Media to Connect With Teens.” Blog article. Tame the Web. March 17, 2010. <br />Kessler, Sarah. “The Case for Social Media in Schools.” Blog article. Mashable. September 29, 2010.<br />
    79. 79. Save paper!<br />You can find this presentation at Slide Share<br />Photo by GD<br />