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

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?

Facebook Library
(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
“targetedservices”

Facebook Library
(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
“variety ofaudiences”

Facebook Library
(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
“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!

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

Resources

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:

http://lonewolflibrarian.wordpress.com	71
http://twitter.com	3
http://www.cnliam.com	2

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

by arlingtontxlib on Aug 05, 2011

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