Library Marketing: Think Outside the Books

1,705 views
1,599 views

Published on

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

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,705
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Library Marketing: Think Outside the Books

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

×