Library Marketing: Think Outside the Books

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Presentation given during "Think Global, Act Global, U.S.-China Library Cooperation" project trip in May 2010. Read more at "http://www.library.illinois.edu/China/overview.html

Presentation given during "Think Global, Act Global, U.S.-China Library Cooperation" project trip in May 2010. Read more at "http://www.library.illinois.edu/China/overview.html

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  • 1. Library Marketing – Think Outside the Books图书馆公共关系: 跳出固有的书框
    付未, 高级分析师
    OCLC联机计算机图书馆中心
    Wei Bender
    Senior Segment Analyst
    Corporate Marketing
    OCLC Online Computer Library Center, Inc.
    benderw@oclc.org
  • 2. 图书馆不仅仅有书What does “outside the books” mean?
    图书馆丰富我们的生活
    图书馆欢迎每一位
    图书馆提供方便,免费使用
    图书馆是当地社区的使动力
    图书馆提供改变人生的服务
  • 3. 为什么不去图书馆的原因Top 5 reasons for not visiting the library in personU.S. respondents
    没必要。I have no need.
    没馆卡。I do not have a library card.
    没想到。I did not think of visiting the library.
    太忙。I am too busy.
    地点不方便。Location is not convenient.
  • 4. 为什么用图书馆?
  • 5.
  • 6. 为什么图书馆需要公共关系?Library and Marketing = ?
    • 谁用图书馆?
    • 7. 馆里的资源和服务能满足用户吗?
    • 8. 社区周围的住户都知道吗?
  • 公共关系新定义Marketing Redefined
    人人有责
    社会网络
    满足用户
  • 9. 公共关系的程序Marketing Process
    图书馆的使命
    图书馆的库藏
    图书馆的服务设施
  • 10. 公共关系的审计Marketing Audit
    图书馆服务项目 - 产品 Product
    直接间接的花费 – 价格 Price
    运送和分发服务 - 地点 Place
    提倡服务的渠道 – 宣传 Promotion
  • 11. 公共关系的研究Market Research
    用户对图书馆的看法
    用户为什么使用图书馆?
    用户特别喜欢的服务
  • 12. 公共关系的计划Market Planning
    目的和目标
    方法和措略
    评价和衡量
  • 13. 公共关系策略Marketing Tactics
    网页 Web
    打印 Print
    移动 Mobile
    社交网站 Social Web sites
    邮件,短信,博客,Email, text, blog, Twitter
    新闻发布,通讯文章 Public relations: news release, newsletter articles
    个人联系 Personal contact: word of mouth, study sessions, training
  • 14. 案例:宣传活动Promotional Campaign
  • 15.
    • 经常性 Think frequency
    • 16. 综合性 Integrate
    • 17. 目的性 Know your goals
    • 18. 竞争优势Your message is your competitive advantage
    • 19. 好事总会结束All good things must come to an end, if it’s a promotional campaign
  • 调查 Surveys
    网站民意调查 Poll or survey on your library website
    内部资源 Use internal resources
    书信,意见,建议,表扬Records of letters, comments & compliments
  • 20. 观众和消息 Audiences & messaging
    谁用图书馆?Who uses your library now?
    谁受益?Who would benefit from using your library (whether or not they currently use it?)
    需求什么?Information needs?
  • 21. 发展合适的信息Develop message appropriate for audience
    • 用户特殊的需求Unique needs of each audience
    “Pain points”
    What needs are not being met now? How will this change?
    • 谁影响用户Who are influencers within each audience? :
    Board of Trustees and other funding bodies
    Friends of the Library
    Community leaders
    Book clubs
    Consider level of familiarity with current services
  • 22. 品牌图书馆及服务Branding libraries and services
    牌子
    标识
    颜色
    服务项目
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31. 趋势和科技Current trends and technology
    • 图书馆网站 Library Web site
    • 32. 外展 UsingTechnology for Outreach
    • 33. 线上最爱 Online Treasures
    • 34. 挂钩体育 Exciting Sports-Related Marketing
    • 35. 儿童磁铁 Is Your Library a Kid Magnet?
    • 36. 咖啡厅聚会点 "Food for Thought”
    • 37. 社会公共关系 Marketing the social way 
  • 38. 图书馆与社会网络Why public libraries use social networking tools?
    Facebook
    Friendster
    MySpace
    YouTube
    Twitter
    Flickr
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. 超越技术 Beyond Technology
    下一个大事
    • The Next Big Thing
    Changing Your Life” • “Changing Someone Else’s Life”
  • 47. 口耳相传 Word of Mouth Marketing
    • 报纸 The local newspaper
    超市 The supermarket
    俱乐部 A service club
    邻居Your next door neighbor
    • 亲朋好友 Friend/Personal Referral
    家人Family member
    学校 School
    社会服务机构 Social service agency
    广播电台 Radio
    电视 TV
    儿童图书馆 Children’s library
    工作单位 Work
    志愿服务指南 Guide to Volunteer Activities
    户外标志和旗帜 Outdoor sign/banner
  • 48.
  • 49. WorldCat &WorldCat.org:通往全球图书馆的窗口
    OCLC WorldCat Local “quick start”
  • 50. 27%
    188%
    10%
    33%
    33%
    从2005 – 2007年
    网络使用的变化
  • 51. 怎样与用户挂钩?怎样与用户挂钩?
    Where users are
    How can we put our library resources
    where users are
  • 52. 什么是 WorldCat ,WorldCat.org, WorldCat Local “quick start”?
    图书馆自己的牌子, 标识, 颜色
    检索本馆藏,其他馆藏,世界各馆馆藏
    资源共享
    社交网络工具
  • 53. 595,310,617
    32,674,282
  • 54. 宣传材料 Customize promotional materials
    • Access from WorldCat Local Web site
    • 55. Customize logo and URL
    • 56. Print locally at Kinko’s
    + news releases and newsletter articles
  • 57. 宣传材料 Customize promotional materials
    http://www.oclc.org/us/en/worldcat/promote/default.htm
  • 58.
  • 59.
  • 60. 感谢:
    Marketing Our libraries http://www.librarysupportstaff.com/marketinglibs.html
    Ohio Library Council and E. Chanley: http://www.olc.org/marketing/
    Michael Leach http://www.webjunction.org/community-webinars/-/articles/content/27812114
    New York Times http://www.nytimes.com/2010/03/21/books/21mash.html
    PLA: http://www.libraryjournal.com/article/CA6724444.html?nid=2671&rid=#reg_visitor_id&source=title
    http://www.scribd.com/doc/29104363/PLA20somethings
  • 61. 谢谢!!!
    questions
    ???