Are We There Yet: Social Media Marketing and Libraries


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FuWaye's presentation at Chinese American Librarians Association (CALA) Midwest Chapter Annual Conference on May 21, 2011 at Indiana University Southeast Library (IUS)

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Are We There Yet: Social Media Marketing and Libraries

  1. 1. Are We There Yet: Social Media Marketing & Libraries FuWaye Bender 2011 CALA MW Chapter Annual Conference May 21, 2011 IUS
  2. 2. <ul><li>It’s not who you know, </li></ul><ul><li>but who knows about you. </li></ul>
  3. 3. Social Media Landscape
  4. 4. Social Media as Imperative <ul><li>LBS </li></ul><ul><li>Apps </li></ul>
  5. 5. New Ways to Think of Google & Facebook <ul><li>Facebook and the Rise of Social Commerce </li></ul><ul><li>Google and the “It’s Everywhere You Want To Be” Commerce Strategy </li></ul>
  6. 6. Location-Based Service <ul><li>Facebook Places </li></ul><ul><li>Google Latitude </li></ul><ul><li>Foursquare </li></ul><ul><li>Gowalla </li></ul><ul><li>Yelp </li></ul><ul><li>Quora </li></ul>
  7. 7. Mobile Marketing <ul><li>SMS Alerts/Reminders </li></ul><ul><li>SMS Voting/Polling </li></ul><ul><li>Mobile Commerce </li></ul><ul><li>Mobile Apps </li></ul><ul><li>Mobile Coupons </li></ul><ul><li>SMS Rewards and Short Codes </li></ul><ul><li>QR Codes </li></ul><ul><li>Mobile Search Ad </li></ul><ul><li>LBS Marketing </li></ul>
  8. 11. Tablet <ul><li>Who is using the devices? </li></ul><ul><li>How are they using the devices?   </li></ul>
  9. 12. Best Practice: 30-minute Habit <ul><li>Research </li></ul><ul><li>Content Creation </li></ul><ul><li>Sharing </li></ul><ul><li>Discussion/Community Building </li></ul><ul><li>By Susan Gunelius </li></ul>
  10. 13. Best Practice: Reading & Research <ul><li>Starts with research and the research must be ongoing </li></ul><ul><li>Consume industry websites and periodicals, blogs, e-books, Twitter feeds, and online videos and podcasts </li></ul>
  11. 14. Best Practice: Content is the King <ul><li>Your content could be almost anything–blogs, articles, e-Books, videos, podcasts, presentations, etc. </li></ul><ul><li>Sites/Tools: Wordpress, Blogger, Live Journal, YouTube,, BlogTalkRadio, Flickr, Associated Content and Yelp </li></ul>
  12. 15. Best Practice: Share <ul><li>Share the best content you find during your ongoing research </li></ul><ul><li>Share the great content you create </li></ul><ul><li>Tools: Twitter, Facebook, Tumblr, Digg, StumbleUpon, Delicious and SlideShare. </li></ul>
  13. 16. Best Practice: Discuss <ul><li>You are not getting thousands of Twitter followers for your ego’s sake, but for your [library]’s sake. </li></ul><ul><li>Tools: LinkedIn groups, Facebook, Twitter, foursquare, Bebo, Xanga, Ning, online forums, etc. </li></ul>
  14. 17. <ul><li>10 minutes - content creation: create a podcast or “shareworthy blog post that offers tips, help, or expert opinions.” </li></ul><ul><li>10 minutes – content sharing : retweet great tweets. Share on facebook. Invite someone to write a guest blog on your blog. </li></ul><ul><li>Five minutes – connect : answer questions on linkedin, send facebook friend or like requests, comment on blogs. </li></ul><ul><li>Five minutes – discuss and build your community : create or engage in a facebook or linkedin group, upload a video to youtube or pictures to flickr and share them. Join forums or chat in the ones you are part of, put a poll on your website and ask people on twitter to participate in it. </li></ul>
  15. 20. Marketing lessons from Lady Gaga <ul><li>Timing is Everything </li></ul><ul><li>Humility is Key </li></ul><ul><li>Details Matter </li></ul><ul><li>Don’t Give Away the Magic </li></ul><ul><li>Marketing is a Lifestyle </li></ul><ul><li>Standing out Wins </li></ul><ul><li>Hubspot post by Kipp Bodnar </li></ul>
  16. 21. Is Social Media a Boon or Danger? <ul><li>Know your audience. </li></ul><ul><li>Know how they communicate. </li></ul><ul><li>Know how and where they get their information. </li></ul><ul><li>And know what they’re already saying about your [organization] and your industry. </li></ul>
  17. 22. What’s Wrong with This Picture?
  18. 23. Take Away <ul><li>There was a life before Facebook and there will be one after </li></ul><ul><li>There is no tool to rule them all </li></ul><ul><li>You cannot hide anymore </li></ul><ul><li>Which KPIs (Key Performance Indicator)? </li></ul><ul><li>This is a long journey (but you still can achieve it) </li></ul>
  19. 24. What’s new? <ul><li>Path </li></ul><ul><li>GroupMe, Frenzy, Rally Up, Shizzlr, Huddl and Bubbla </li></ul>
  20. 25. Customization vs Personalization <ul><li>Customization is not personalization. </li></ul><ul><li>There is a growing willingness to trade in privacy to get a personalized experience. </li></ul><ul><li>There are three vectors of personalization: real time, what is hot, and local. </li></ul><ul><li>The three step approach to personalization is: listen, educate, engage </li></ul><ul><li>The three Ms to successful personalization: motivation, message and media. </li></ul><ul><li>Hubspot post by Jeanne Hopkins </li></ul>
  21. 26. Can You Read the Cards? <ul><li>“ Should we do social media?” vs “How do we do social media better?'“ </li></ul><ul><li>“ Social media science” vs “Social media marketing” </li></ul><ul><li>Video will continue to explode </li></ul><ul><li>Social becoming a skill, versus a job. @Jaybaer </li></ul>
  22. 27. Bottom Line <ul><li>Adapting to this shift isn't optional; it's critical. </li></ul><ul><li>It's not about the technology; it's about the mindset.  </li></ul><ul><li>Need an effective and methodical social marketing strategy </li></ul>
  23. 28. Ok, Where is CALA? <ul><li>LinkedIn </li></ul><ul><ul><li>14 members; 7 discussions (i.e. 2) </li></ul></ul><ul><li>Facebook ? </li></ul><ul><li>Twitter ? </li></ul><ul><li>YouTube ? </li></ul>
  24. 29. Share & Socialize <ul><li>What’s happening in YOUR library? </li></ul><ul><li>Why should you care? </li></ul>
  25. 30. Q & A