Marketing Library Services


Published on

Webinar for NEFLIN on August 6, 2009 on marketing library services using Web 2.0 tools.

Published in: Education, Business
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Using Technology to Market Library Services  Twitter, Facebook,'s more than having a lot of friends. Social networking sites are a great way to connect with not only existing library customers but new customers as well. Learn about the latest tools available to market your programs and services. These tools are free and require little technical skill. Then learn how to develop a simple marketing plan that ensures you use these tools in an effective way. Thursday, 2:00 PM - 3:30 PM; 1 session on February 19, 2009
  • Kotler/Levy PLA 2005 Spring Symposium
  • In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “ Marketing Mix ”. Professor E. Jerome McCarthy , also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion. Product : The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user 's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. Pricing : This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention. Placement (or distribution ): refers to how the product gets to the customer; for example, point-of-sale placement or retailing . This third P has also sometimes been called Place , referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. Promotion : This includes advertising , sales promotion , publicity , and personal selling , branding and refers to the various methods of promoting the product, brand , or company. These four elements are often referred to as the marketing mix , [2] which a marketer can use to craft a marketing plan .
  • Build a plan first. Don’t put the cart before the horse.
  • Don’t forget to factor in budget and staff hours to create and maintain content and sites.
  • Marketing Library Services

    1. 1. Marketing Library Services Using Web 2.0 Lori Reed August 6, 2009
    2. 2. Learning Objectives <ul><li>By the end of today’s session you will: </li></ul><ul><li> Be familiar with the most useful Web 2.0 tools for marketing libraries </li></ul><ul><li> Have ideas for using Web 2.0 tools for marketing your own library services </li></ul><ul><li> Use information provided to create a plan for marketing library services and resources. </li></ul>
    3. 3. What is marketing? <ul><li>Marketing is that function of the organization that can: </li></ul> Keep in constant touch with the organization’s consumers  Read their needs  Develop products that meet these needs  Build a program of communications to express the organization’s purposes.
    4. 4. What is marketing? <ul><li>Connecting users/customers/patrons with library services. </li></ul>
    5. 5. Traditional Marketing vs. 2.0 Marketing
    6. 6. 4 P’s of Marketing <ul><li>Product </li></ul><ul><li>Pricing </li></ul><ul><li>Placement </li></ul><ul><li>Promotion </li></ul><ul><li>Consumer </li></ul><ul><li>Collaboration </li></ul><ul><li>Convenience </li></ul><ul><li>Community </li></ul>4 C’s of Marketing 2.0
    7. 9. Build a Marketing Plan <ul><li>1. Identify a need. </li></ul><ul><li>2. Research. </li></ul><ul><li>3. Identify the audience. </li></ul><ul><li>4. Identify objectives. Output or outcome? </li></ul><ul><li>5. Craft your message. </li></ul><ul><li>6. Find the right platform/tools. </li></ul><ul><li>7. Develop a plan. </li></ul><ul><li>8. Evaluate. How will you know what worked? </li></ul>
    8. 10. Step 1: Identify a need
    9. 11. Step 2: Research /
    10. 12. Step 3: Identify the audience
    11. 13. Step 4: Identify objectives
    12. 14. Step 5: Craft your message
    13. 15. Step 6: Find the right platform/tools
    14. 16. Step 7: Develop a plan
    15. 17. Step 8: Evaluate
    16. 18. Build a Marketing Plan <ul><li>1. Identify a need. </li></ul><ul><li>2. Research. </li></ul><ul><li>3. Identify the audience. </li></ul><ul><li>4. Identify objectives. Output or outcome? </li></ul><ul><li>5. Craft your message. </li></ul><ul><li>6. Find the right platform/tools. </li></ul><ul><li>7. Develop a plan. </li></ul><ul><li>8. Evaluate. How will you know what worked? </li></ul>
    17. 19. Can your users find you?
    18. 21. What services do you offer? List yourself in those directories
    19. 31. What are people saying about you? <ul><li> Google </li></ul><ul><li> Google alerts </li></ul><ul><li> Technorati </li></ul><ul><li> Feedster </li></ul><ul><li> Bloglines </li></ul><ul><li> Twitter search </li></ul><ul><li> You Tube </li></ul>
    20. 32. Google Alerts
    21. 33.
    22. 34. Tips <ul><li> Keep content up to date </li></ul><ul><li> Don’t underestimate staff time </li></ul><ul><li> Utilize teens, volunteers, interns </li></ul><ul><li> Stick to your message </li></ul><ul><li> Duplicate content in multiple places to save time </li></ul><ul><li> Connect with users in their spaces: blogs, MySpace, Facebook, twitter </li></ul>
    23. 35. Resources <ul><li> Seven Strategies for Marketing in a Web 2.0 World by Darlene Fichter , </li></ul><ul><li> authored by David Lee King </li></ul><ul><li> authored by Sarah Houghton-Jan </li></ul>
    24. 36. Questions? <ul><li>Lori Reed </li></ul><ul><ul><li>email: [email_address] </li></ul></ul><ul><ul><li>web: </li></ul></ul>