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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.
  • Transcript

    • 1. 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
    • 2. Traditional Library
      Definitions
      Library
    • 3. Online Library
      Examples: Nook, Kindle, Overdrive, Delicious-Monster
      Library?
      http://www.delicious-monster.com
    • 4. 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!
    • 5. (1) organized by information professionals or other experts who
      Professionals make this page
      Facebook Library
      “information professionals”
    • 6. Facebook Library
      “convenientaccess”
      (2) provide convenient physical, digital, bibliographic, or intellectual access
      What is more convenient than Facebook?
      “information professionals”
    • 7. Facebook Library
      “convenientaccess”
      • (3) offer targeted services and programs
      • 8. 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”
    • 9. 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”
    • 10. 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”
    • 11. A library is a growing organism.
      ShiyaliRamamritaRanganathan
      A library is a growing organism
    • 12. Old Leaders
      Melville Dewey
      Leader!
      www.american-education.org
    • 13. New Leaders
      Adam Wright, Executive Director, NTRLS
      Leader
    • 14. New New Leaders
      A Leader is any one of us!
    • 15. 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
    • 16. 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
    • 17. 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
    • 18. 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?
    • 19. We need to restructure our thinking to meet the needs of people today
      Marketing
      Marketing
    • 20. 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
    • 21. 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
    • 22. 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
    • 23. 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
    • 24. How can we change their lives
      How we can changetheir life!
    • 25. Guerrilla Marketing
      Updated for today (useful for beginners)
    • 26. Duct Tape Marketing
      And its companion book the referral engine are for small businesses with little money… but aren’t most libraries?
    • 27. UnMarketing
      The idea that marketing isn’t authentic and if you just engage with people, that is what makes thme come back
    • 28. 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
    • 29. 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
    • 30. Market Happiness
    • 31. 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!!!
    • 32. 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
    • 33. 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”
    • 34. Face Your Fears
      Face Your Fears
    • 35. 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
    • 36. Face your Fears
      Early experiments until August 2009
      not publicized
    • 37. Manage Up
      Manage Up
    • 38. 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
    • 39. Get Started
      Get Started
    • 40. 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
      • 41. Personal rather than institutional
    • 920%Facebook
      297% Twitter
      Get Started!
    • 42. 920%Facebook
      297% Twitter
      Get Started!
    • 43. Get your team straight
      Get Team Straight
    • 44. 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
    • 45. Top Holds (Melissa)
    • 46. Fun Question (Mark)
    • 47. Build Audience
      Build Audience
    • 48. The voice of the customermeans far more than what we say about ourselves
    • 49. 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”
    • 50. Build Audience
      Build Audience
      Limit Updates
      We are guests
      Permission Marketing
    • 51. Ask for Likes
    • 52. Ask for Likes-From Your Friends
    • 53. Help People Stumble into You
    • 54. Find Your Voice
      Find Your Voice
      www.flickr.com/photos/pezz/3230356405
    • 55. 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
    • 56. 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
    • 57. Find Your Voice
      Be Kind and Relatable
    • 58. Find Your Voice
      Don’t be afraid of admitting issues… or at least explain them away
      Be responsive
      It can turn somethingnegative…
      …into somethingpositive!
    • 59. Success is not final, failure is not fatal: it is the courage to continue that counts.
      —Winston Churchill
      Success is not final
    • 60. Our story – Self-evaluate
      SelfEvaluate
    • 61. Do statistics & analyticsmake you feel safe?
    • 62. You are in luck!
    • 63. Final Tips
      Final Tips
    • 64. Timely
    • 65. Important News
      When your website is down, you can’t use it to tell people what’s going on!
    • 66. Use Photos
    • 67. Share Blog Posts
    • 68. Events
    • 69. Tips
    • 70. Resources
    • 71. Video
    • 72. If you don’t do anything else
    • 73. Reply and Pay Attention
    • 74. Don’t let your boss freak out
    • 75. And be Human!
    • 76. Questions?
    • 77. Melissa found inspiration in:
      • http://www.onthecity.org/resources/city_conversations (church oriented website)
      • 78. http://faculty-gsb.stanford.edu/aaker/pages/documents/dh_syllabus_v15.pdf
      • 79. http://www.charityhowto.com
      • 80. TSLAC webinar “Connecting with your Community via Facebook”
    • Mark found inspiration in: