Marketing involves creating value for customers through communication and relationships. It is about delivering the right content to audiences, not just advertising. As the number of internet and social media users grows, marketers must shift from mass marketing to targeted strategies using platforms like social networks, blogs, microblogs, video and photo sharing to engage audiences. Libraries can increase their visibility and promote programs by creating profiles on these platforms to connect with communities without requiring real-time interactions. Building networks and partnerships allows equal access and helps libraries remain visible in their role of serving communities.

1. REYSA C. ALENZUELA
Director

3. “Marketing is an organizational function and a
set of processes for creating, communicating
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.”
- American Marketing Association

4. Marketing is more than just advertising.
You are what you publish.
People wants authenticity, not spin.
People want participation, not propaganda.

5. Instead of causing one-way interruption,
marketing is about delivering content at just
the precise moment your audience needs it.
Marketers must shift their thinking from
mainstream marketing to the masses to a
strategy of reaching vast numbers of
underserved audiences via the web.

7. 24 million internet users.
51 percent used social networking
sites.
Two out of three global web users
visited a social networking site.
The Philippines has 22,651,600
Facebook users.

8. Social Networking
• A social networking site (SNS) is an online place
where a user can create a profile and build a
personal network that connects him or her to other
users, create interest groups, post blogs, videos,
music and other user- generated contents.

11. Blog
• A blog (a contraction of the term Weblog) is a type of
Web site, usually maintained by an individual who
regularly enters commentary, descriptions of events,
or other material such as graphics or video.

13. Microblogs
• Is a form of communication that allows users to
publish short pieces (usually 140 characters) of
contents.
• People use microblogging to talk about their daily
activities and to seek or share information
•Twitter is a popular microblogging tool

15. Video and Photo sharing
• Increase visibility of library by posting
profile.
• Promote library programs / events.
• Announce new resources in the library.
• Substitute for library tour and
orientation.
• No need for real time learning.

16. IM and Chatroom
• Increase visibility of library by posting
profile.
• Promote library programs / events.
• Announce new resources in the library.
• Substitute for library tour and
orientation.
• No need for real time learning.

17. IM and Chatroom

18. All marketing strategies meant
Connectivity
Expansion

19. A system for selling
products in which
participants get paid for
selling products to
other participants who,
in turn, are paid for
selling the same
products to yet more
participants.

20. TJIC
American American
Shelves
Corners
Academic Regional Academic
Community organizations Beneficiaries
Community Consortia
Faculty General Members
Students Public
Members Faculty
Members
School Personnel
Students
Friends
Colleagues
Friends Professional
Followers colleagues
Friends
Member
FB Member
Member
Classmates network
Affiliations
Community
Clienteles
Served
Members

25. To keep the role of libraries visible in
communities , libraries must do more than
employ the latest technology and provide a
wide range of resources and services. They
also need to offer opportunities to build the
social capital framework and allow all
people equal access to those opportunities.
This requires building networks and
partnerships.