Make fans & influence people using Facebook & other social media (NTRLS TechNet 2011)
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Make fans & influence people using Facebook & other social media (NTRLS TechNet 2011)

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Libraries exist to connect with people and help them to connect with their world. Social media gives us new tools to help carry out that mission by allowing us to be more engaging, conversational and ...

Libraries exist to connect with people and help them to connect with their world. Social media gives us new tools to help carry out that mission by allowing us to be more engaging, conversational and playful. Arlington Public Library staff wants people to see the library subconsciously as their trusted smart friend who steers them toward ideas and resources which they might not encounter on their own. Learn how to broaden your patron base and deepen connections by putting a human face on your institution.

Objectives: Recognize ways social media can help promote library services; Identify tools for library fans which can multiply a library’s message; Examine social media's promise for delivering personalized customer service; Acquire practical tips and tricks for connecting with library fans and for handling administrative tasks.

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  • Libraries exist to connect with people and help them to connect with their world. Social media gives us new tools to help carry out that mission by allowing us to be more engaging, conversational and playful. Arlington Public Library staff wants people to see the library subconsciously as their trusted smart friend who steers them toward ideas and resources which they might not encounter on their own. Learn how to broaden your patron base and deepen connections by putting a human face on your institution.

    Objectives: Recognize ways social media can help promote library services; Identify tools for library fans which can multiply a library’s message; Examine social media's promise for delivering personalized customer service; Acquire practical tips and tricks for connecting with library fans and for handling administrative tasks.
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  • DefinitionsLibrary
  • http://www.delicious-monster.com/
  • From The Whole Library Handbook: "A library is a collection of resources in a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
  • From The Whole Library Handbook: "A library is a collection of resources in a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
  • From The Whole Library Handbook: "A library is a collection of resources in a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
  • From The Whole Library Handbook: "A library is a collection of resources in a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
  • From The Whole Library Handbook: "A library is a collection of resources in a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
  • From The Whole Library Handbook: "A library is a collection of resources in a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
  • Melville Dewey
  • Adam Wright, Executive Director, NTRLS
  • Library Story told in a meaningful way through connections
  • Fierce… this picture was taken at a morning of financial seminars… they had a special play area for the kids and they had a face painter there… the message is the people
  • What are the current methodologies/philosophies out there?
  • From a marketing perspectiveGuerilla Marketing… grandaddy if cheap marketing just got an update… good for beginners (noobs)
  • Duct tape marketing and its companion book the Referral Engine are for small businesses, but many libraries fit that category.
  • UnMarketing
  • From a graphic designer/website creator perspectiveUser experience design isn’t just about how pretty something is… its also
  • NonProfit Perspective Designing HappinessBook about using the power of facebook and social media to help enact social change1.Focus on a single goal2. Grab attention—do something in a way that is different, new3. engaging or telling story4. enable others to act
  • Small Businesses, Large Businesses, Designers, Shoe stores… but we are government-ish run entities? Take inspiration from these… obviously we have a lot more red tape.
  • Small Businesses, Large Businesses, Designers, Shoe stores… but we are government-ish run entities? Take inspiration from these… obviously we have a lot more red tape.
  • 7 Lessons From Successful CitiesFace your fearsManage upGet startedGet your team straightBuild your audience Find your voiceSelf-evaluate
  • Skunk works,
  • Social media is a communication channel with different sets of rules and habits than traditional communication methodsInteractive rather than authoritativePersonal rather than institutional:
  • CoreInclined (if asked)Potential (might)Unlikely
  • Enable wall comments and moderate with a very light hand. We only remove obvious spam and/or commercial messages. This is a public forum of sorts and people can and should express their opinions. Even (gasp) when critical. Your other fans will often rally to your defense.Be unexpected and full of variety (more on that in a bit…)
  • And just because you don’t speak the language doesn’t mean you can’t find someone who can help you do it!
  • http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.htmlLimit updates to no more than 3 things per day so you don’t wear out your welcome on people’s news feeds and get hidden or dropped altogether. We are their guest. Just visiting their newsfeed. Only get to stay with permission.
  • Make it easy to find you. Embedded social media content in your website and be seen “liking” posts of other FB pages.

Make fans & influence people using Facebook & other social media (NTRLS TechNet 2011)   Make fans & influence people using Facebook & other social media (NTRLS TechNet 2011) Presentation Transcript

  • Make Fans(and influence people)Using Facebookand other Social Media
    Melissa Jeffrey, Web and Collection Development Librarian
    Mark Dellenbaugh, User Experience Librarian
    Arlington Public Library
  • Traditional Library
    Definitions
    Library
  • Online Library
    Examples: Nook, Kindle, Overdrive, Delicious-Monster
    Library?
    http://www.delicious-monster.com
  • From The Whole Library Handbook:
    "A library is a collection of resources in a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
    Facebook Library
    Library!
  • (1) organized by information professionals or other experts who
    Professionals make this page
    Facebook Library
    “information professionals”
  • Facebook Library
    “convenientaccess”
    (2) provide convenient physical, digital, bibliographic, or intellectual access
    What is more convenient than Facebook?
    “information professionals”
  • Facebook Library
    “convenientaccess”
    • (3) offer targeted services and programs
    • You can see they are targeting people that don’t have library cards, are interested in what books they have to offer, and what classes they have to offer
    “information professionals”
    “targetedservices”
  • Facebook Library
    “convenientaccess”
    (4) with the mission of educating, informing, or entertaining a variety of audiences
    If people are interested in photos, news, twitter, foursquare, or youtube, NYPL is reaching out on their facebook page
    “information professionals”
    “targetedservices”
    “variety ofaudiences”
  • Facebook Library
    “convenientaccess”
    (5) and the goal of stimulating individual learning and advancing society as a whole.“
    I love that they want people to be inspired… I am! This page just points out that
    “information professionals”
    “targetedservices”
    “variety ofaudiences”
    “stimulatingsociety”
  • A library is a growing organism.
    ShiyaliRamamritaRanganathan
    A library is a growing organism
  • Old Leaders
    Melville Dewey
    Leader!
    www.american-education.org
  • New Leaders
    Adam Wright, Executive Director, NTRLS
    Leader
  • New New Leaders
    A Leader is any one of us!
  • According to Google Timeline, the term Web 2.0 was discussed and indexed most frequently in 2005, 2007 and 2008. Its average use is continuously declining.
    2.0
    www.briansolis.com/2008/08/introducing-conversation-prism
  • In reality 2.0 doesn’t matter because you don’t really have a presence on the internet if you aren’t interacting with your community in two way communication
    2.0
    X
    www.briansolis.com/2008/08/introducing-conversation-prism
  • Libraries need to expand their definition of what is a library
    Libraries need to help create and encourage real leaders/doers for the new landscape
    So that the users of the library can interact in a meaningful way through a connection to the library
    Definitions
  • I saw the angel in the marble and carved until I set him free.
    Michelangelo
    So how do we interact with our patrons in meaningful ways through social media?
  • We need to restructure our thinking to meet the needs of people today
    Marketing
    Marketing
  • 1055
    Marketing
    We think the circ stats are important or the book itself
    But that isn’t true
    • How will your message benefit them?
    OR
    5.4 AR
  • Marketing
    We are doing nothing less than trying to market happiness, and showing how our products can help people…think of Coke… sure it tastes great, but their advertising says you will be a better person for drinking their product
    www.flickr.com/photos/wwworks/4765792911
  • Arlington’s Funding Information Center is great, but its not about the product its about the people that want to use it
    How they can make more money
    How we can help save money
  • Its not about our checkout stations, or online holds, or even ebooks
    Its about the patron’s convenience… I don’t want a company to waste my time!
    How we can save them time
  • How can we change their lives
    How we can changetheir life!
  • Guerrilla Marketing
    Updated for today (useful for beginners)
  • Duct Tape Marketing
    And its companion book the referral engine are for small businesses with little money… but aren’t most libraries?
  • UnMarketing
    The idea that marketing isn’t authentic and if you just engage with people, that is what makes thme come back
  • User Experience Design
    From a graphic designer/website creator perspective
    User experience design isn’t just about how pretty something is, its about how the user interacts with your brand
  • Book about using the power of facebook and social media to enact social change
    Focus on a single goal
    Grab attention
    Engaging or telling story
    Enable others to act
    Inside Organization
    Outside Organization
    Inside Organization
    Marketing Social Good
    Outside Organization
    From the Book
  • Market Happiness
  • Market Happiness
    • Small Businesses, Large Businesses, Designers, Shoe stores… but we are government-ish run entities? Take inspiration from these… obviously we have a lot more red tape.
    Libraries Aren’t Silos!!!
  • It's hard to be humble when you're as great as I am.
    Muhammad Ali
    So why were mark and I asked to speak today
    Someone thought we’ve done our job well and we are here to tell you how we do it
  • Our rationale
    “Governments need to do whatever we can to communicate, and that means you go where the people are.”
    — Lynette Shaull , Marketing and Communications Dept., Winston-Salem, North Carolina as quoted in “Making the Most of Social Media”
  • Face Your Fears
    Face Your Fears
  • You can't build a reputation on what you're going to do.
    Henry Ford
    You can’t build a reputation on what you’re going to do
  • Face your Fears
    Early experiments until August 2009
    not publicized
  • Manage Up
    Manage Up
  • City policy was unclear, but we gained full commitment from library leadership to move forward
    Ask for forgiveness, not permission
    Ask for responsibility, don't wait for it to be given to you or expect it will happen automatically at some point 
    Manage Up
  • Get Started
    Get Started
  • Get Started
    Different Set of Rules:
    Interactive vs. Authoritative
    Personal vs. Institutional
    Social media is a communication channel with different sets of rules and habits than traditional communication methods:
    • Interactive rather than authoritative
    • Personal rather than institutional
  • 920%Facebook
    297% Twitter
    Get Started!
  • 920%Facebook
    297% Twitter
    Get Started!
  • Get your team straight
    Get Team Straight
  • We recruited staff who understood social media from inside out, so it never felt like extra work
    Admins from all major divisions—so its possible for them to interact
    Loose guidance for admins, but mainly freedom to act independently
    Involve all staff—make sure you articulate the value of the message
    Get your team straight
  • Top Holds (Melissa)
  • Fun Question (Mark)
  • Build Audience
    Build Audience
  • The voice of the customermeans far more than what we say about ourselves
  • Build Audience
    “I’m going to @ArlingtonTXLib.I am determined toread less tweets andmore books; I go insearch of otherfiction and dramain a couple of books”
  • Build Audience
    Build Audience
    Limit Updates
    We are guests
    Permission Marketing
  • Ask for Likes
  • Ask for Likes-From Your Friends
  • Help People Stumble into You
  • Find Your Voice
    Find Your Voice
    www.flickr.com/photos/pezz/3230356405
  • Grammar Issues vs. Fun
    • People expect a library to be grammatically and stylistically correct, but that doesn’t mean you have to be a bore. We are more conversational and playful in our social media communications than we would in more traditional settings
    www.flickr.com/photos/omad/32266598
  • Or borrow someone else’s!
    We want people to see us subconsciously as their trusted smart friend who steers them toward ideas and resources that they might not encounter on their own.
    Find Your Voice
  • Find Your Voice
    Be Kind and Relatable
  • Find Your Voice
    Don’t be afraid of admitting issues… or at least explain them away
    Be responsive
    It can turn somethingnegative…
    …into somethingpositive!
  • Success is not final, failure is not fatal: it is the courage to continue that counts.
    —Winston Churchill
    Success is not final
  • Our story – Self-evaluate
    SelfEvaluate
  • Do statistics & analyticsmake you feel safe?
  • You are in luck!
  • Final Tips
    Final Tips
  • Timely
  • Important News
    When your website is down, you can’t use it to tell people what’s going on!
  • Use Photos
  • Share Blog Posts
  • Events
  • Tips
  • Resources
  • Video
  • If you don’t do anything else
  • Reply and Pay Attention
  • Don’t let your boss freak out
  • And be Human!
  • Questions?
  • Melissa found inspiration in:
    • http://www.onthecity.org/resources/city_conversations (church oriented website)
    • http://faculty-gsb.stanford.edu/aaker/pages/documents/dh_syllabus_v15.pdf
    • http://www.charityhowto.com
    • TSLAC webinar “Connecting with your Community via Facebook”
  • Mark found inspiration in: