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    1. 1. Can Libraries be Sold as Soap? Utilizing Social Marketing to Connect Diverse Users with Library Services and Resources <ul><li>Mary Evangeliste </li></ul><ul><li>Yvonne Mery </li></ul><ul><li>Pauline D. Manaka </li></ul><ul><li>CARL Conference, 2008. Irvine, CA </li></ul><ul><li>Hyatt Regency Hotel, Pelican Hill Meeting Room </li></ul>
    2. 2. BY THE END OF THIS SESSION YOU WILL: <ul><li>Understand what is social marketing, some of it’s history and its relevance to academic libraries. </li></ul><ul><li>Share some examples of contemporary social marketing campaigns </li></ul><ul><li>Recognize the elements that make social marketing campaigns successful </li></ul><ul><li>Apply social marketing best practices to libraries </li></ul>
    3. 3. A. Why apply Social Marketing to libraries? <ul><li>Because usually we are not selling a product like toothpaste or soap! </li></ul><ul><li>Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness </li></ul>
    4. 4. B. Why apply Social Marketing to libraries? “ There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible.“-- Katya Andresen Robin Hood Marketing “ In the information age…Libraries of all types are redefining who they are and whom they serve in a complex algorithm of changing informational infrastructures and shrinking budgets and financial resources. Marketing as a process, provides a mechanism to assist libraries in this evolution.” Lee, D (Fall, 2003) Lib.Adm.Manage.17:4
    5. 5. “ Social Marketing’s advantage…is its single-minded focus on understanding who people are and what people want as the key to providing …products, programs and services.” [Smith, 2008.SMQ 14:1,93] &quot;complicated issues&quot; like preventing forest fires pollution drunk driving
    6. 6. Three caveats before we begin : <ul><li>More complicated than regular marketing </li></ul><ul><li>Realize that benefits of our libraries are not self evident </li></ul><ul><li>Transform ourselves into effective communicators </li></ul>
    7. 7. Social Marketing by any name <ul><li>Non-profit Marketing </li></ul><ul><li>Cause-driven marketing </li></ul><ul><li>Value-based marketing </li></ul><ul><li>Socially-responsible marketing </li></ul>
    8. 8. History of Social Marketing <ul><li>Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952) </li></ul><ul><li>Kotler & Zaltman (1971) coined the term &quot;Social Marketing&quot; </li></ul>
    9. 9. War Bonds - An early Social Marketing Campaign Example
    10. 10. A. Social Marketing Today
    11. 11. B. Social Marketing Today ->Journals Social Marketing Quarterly The Social Marketing Institute -> Consultants Fearless Future ->Listserv -> Conferences Social Marketing -> Bibliography
    12. 12. Your Turn <ul><li>Think of a social marketing campaign that has affected you </li></ul><ul><li>The visual imagery? </li></ul><ul><li>What was the message? </li></ul><ul><li>Why has it stuck with you? </li></ul>
    13. 13. Current Social Marketing Campaigns <ul><li>Click it or Ticket </li></ul><ul><li>Truth </li></ul><ul><li>SIDS </li></ul><ul><li>Energy Star </li></ul>
    14. 14. A Model Program Communication and enforcement Goal: To increase seat belt use * Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months
    15. 15. Important change in message From: To:
    16. 16. <ul><li>in 2003 won the Oscar of the advertising industry-Grand EFFIE </li></ul><ul><li>credited with creating new historic lows in teen smoking- lowest rates since 1980s </li></ul><ul><li>smoking declined 38% from 1998-2002 in florida where truth was started </li></ul>
    17. 17. Changed the game-the tobacco company is two faced On their web sites tobacco companies encourage people to quit smoking In 2006, a court found that tobacco companies manipulate nicotine levels to keep smokers addicted
    18. 18. Changed the game -tapped into rebellious nature of teens Gave them a target - rebel against the tobacco industry
    19. 19. SIDS -Back to Sleep Campaign <ul><li>Sudden Infant Death Syndrome </li></ul><ul><li>National Institute of Child Health and Human Development </li></ul><ul><li>Maternal and Child Health Bureau </li></ul><ul><li>American Academy of Pediatrics </li></ul><ul><li>SIDS Alliance </li></ul><ul><li>Association of SIDS and Infant Mortality Programs </li></ul>
    20. 21. SIDS Success Little information Simple Action Variety of channels
    21. 22.
    22. 23. Campaign Energy Star <ul><li>Promoting voluntary adoption of energy efficient guidelines – </li></ul><ul><li>Joint sponsorship – EPA and DOE. an excellent example of working with diverse network of partners ! </li></ul><ul><li>1992 computers were the first products to earn the energy star label. Today there are more products which meet the qualifications, including a number of home products. </li></ul><ul><li>In 1999 Energy star launched the “Change a Light, Change the World” campaign </li></ul>
    23. 24. First step: Choose narrow target audiences and do tons of research
    24. 25. Two different narrow audiences <ul><li>Teenage girls </li></ul><ul><li>Pickup drivers </li></ul>
    25. 26. <ul><li>Most people begin smoking before age 18 so they choose 12-17 years old </li></ul><ul><li>Street level research-staffers went out and spoke to teenagers with video cameras </li></ul>
    26. 27. Your turn: Choose your target audience
    27. 28. Choosing your audience <ul><li>UC Transfer students from lower socioeconomic status </li></ul><ul><li>International graduate students majoring in Education </li></ul><ul><li>Part-time ESL adult students using a Community College Library </li></ul><ul><li>Faculty teaching Introductory Writing Classes </li></ul><ul><li>New faculty in the natural sciences at any of the CSU </li></ul>
    28. 29. Second step: Choose an action Go beyond awareness to action Choose specific and feasible action
    29. 30. Sample Action 1
    30. 31. Sample Action 2
    31. 32. Sample Action 3
    32. 33. Your turn: Choose an action <ul><li>Keep in mind: </li></ul><ul><li>action must be feasible and realistic </li></ul><ul><li>action must be easy to do </li></ul><ul><li>action must be tied to your target audience </li></ul>
    33. 34. Third Step: Begin crafting message with reward that is directly related to target audience
    34. 35. Teens want to rebel In Your Face campaign
    35. 36. It’s about your audiences values
    36. 37. Your Turn: Craft message with reward <ul><li>Write down three or more things that are important to your audience </li></ul><ul><li>Use these values to create a message </li></ul><ul><li>Message should have an immediate reward </li></ul><ul><li>Ask yourself: </li></ul><ul><ul><li>Why should your audience do this? </li></ul></ul><ul><ul><li>What is in it for them? </li></ul></ul><ul><ul><li>What will they gain or lose from taking your action? </li></ul></ul><ul><li>Appeal to your audience’s values, not yours’, not the organizations’ </li></ul>
    37. 38. Fourth Step: Choose the channel and the optimal time <ul><li>Channel: The “thing” you’re using to get your message out </li></ul><ul><li>Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks </li></ul><ul><li>Time: </li></ul><ul><li>As place </li></ul><ul><li>As time </li></ul><ul><li>As emotional state </li></ul>
    38. 39. Core Calendar Opportunities New Year’s Eve Prom/Graduation Super Bowl July 4th CPS Week Labor Day Spring Break Back-to-School St. Patrick’s Day Tailgating BUA Week World Series - Halloween Alcohol Awareness Month Thanksgiving Holiday Cinco de Mayo 3D Month
    39. 40. Energy Star
    40. 41. Optimal time: Place
    41. 42. Optimal Channel and Best Time
    42. 43. Your Turn <ul><li>Choose three possible channels for your message </li></ul><ul><li>***Rely less on traditional channels*** </li></ul><ul><li>Choose the optimal time or times to deliver your message </li></ul><ul><li>***Remember to always match channel with time </li></ul>
    43. 44. Congratulations <ul><li>You are now ready to create and design your materials and your slogan </li></ul><ul><li>CRAFT your plan! </li></ul>