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Web 2.0 Marketing


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Presentation for TLA Staff Development Workshop.

Presentation for TLA Staff Development Workshop.

Published in: Technology, Education

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  • Tagging on Facebook means that you show up in more news feeds
  • That is to say, when you tag people in an album or they become a fan of your page, their friends see it and it has viral potential.
  • Twitter is not as popular as Facebook, but may be just as useful for libraries
  • Transcript

    • 1. If You Tweet It, They Will Come Library Marketing in a 2.0 World Caitlin Shanley Instructional Design and Technology Librarian @ UTC TLA Staff Development Workshop October 27, 2009
    • 2. "The rules of marketing have changed. Do libraries know that?" Michael Casey and Michael Stephens "Library PR 2.0" Library Journal , 10/15/2008
    • 3. Changing models for library services The Web isn't the only 2.0 in town
        • repositories for books
        • quiet
        • designed to serve users
        • analog/print
        • tethered to physical space
      Library 1.0 Library 2.0    
        • community centers
        • collaborative
        • driven by users
        • digital 
        • accessible from a distance
    • 4. Changing models for library marketing Different modes for different models
        • newsletters
        • mailings
        • flyers
        • displays
        • bulletin boards
      Library 1.0 Library 2.0    
        • blogs
        • "events"
        • banner ads 
        • status updates and tweets
        • online photo albums
    • 5. Why move marketing to the web?
        • 79% of American adults used the internet in 2009, up from 67% in Feb. 2005.
        • 46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005.
        • 65% of teens 12-17 use online social networks as of Feb 2008, up from 58% in 2007 and 55% in 2006.
      Amanda Lenhart "Adults and Social Network Websites" Pew Internet and American Life Project, 1/14/2009
    • 6.  
    • 7. What are the expectations of 2.0 patrons?
        • the Web is both readable and writeable
        • Web content will be easy to understand
        • the Web will provide specific information, relevant to a variety of their interests
        • the Web documents other people's opinions and experiences
    • 8. How do we know what people want?
    • 9. Fundamental elements of Web 2.0 Marketing Keeping patrons up to date Publicizing events Sharing stories ...among others.
    • 10. Sharing stories Blogs
        • Connect with your community by creating content that is interesting to local folks. 
        • Provide general information that will be helpful to a large number of library users.
        • ...while also showcasing unique information about your collections, staff, spaces, and services.
    • 11.  
    • 12.  
    • 13.  
    • 14. Sharing stories Flickr
        • Patrons are part of your brand - let them represent themselves!
        • Show folks that weren't at the event that library events are fun, and well attended!
        • Create photo albums to showcase special and distinctive items in your collection.
    • 15.  
    • 16.  
    • 17. Publicizing events Facebook
        • As of August 2009, Facebook was the most popular online social network for American adults 18 and older.
      Amanda Lenhart "Adults and Social Network Websites" Pew Internet and American Life Project, 1/14/2009
    • 18. Publicizing events Facebook
        • Facebook News Feeds automatically publish your content to friends-of-friends. 
          • Updates streamline the process of alerting all of your fans at once
        • Facebook aggregates different media in one place (photos, events, news).
        • Facebook allows patrons to voice their concerns (and lets you address them directly!).
    • 19. Facebook Groups...
    • 20. ...versus Fan pages.
    • 21.  
    • 22. Keeping patrons up to date Twitter
        • What is Twitter?
          • a "microblogging" tool that allows users to create posts of 140 characters or fewer
        • Why Twitter?
          • faster than blogging (to write AND to read)
          • can be plugged into other places on your site
          • helps promote and keep track of trends
          • free advertising for your content and services
    • 23. Keeping patrons up to date Twitter
        • Advertise events, both in the library and in the local community.
        • Document events in real time using text and pictures (TwitPic).
        • Discuss news in a personal voice that patrons can relate to.
    • 24.  
    • 25.  
    • 26.  
    • 27. Avoid common problems Develop a social marketing plan/policy
        • Stay active to prevent spam
        • Enact policies for photo posting and tagging
        • Have a communication plan
          • Justify your need to innovate
          • Create measurable goals and objectives
          • What is your key message?
            • How do you want your library to be viewed?
            • Who is your target audience?
      Adapted from The Campaign for America’s Libraries - @ your library™ Toolkit for Academic and Research Libraries American Library Association, 2003
    • 28. Avoid common problems Keep staff up to date
        • Helene Blowers' 23 Things
          • " a self-discovery program which encourages staff to take control of their own learning and to utilize their lifelong learning skills through exploration and PLAY"
        • Lupton Library Learning 2.0
          • Prizes
          • Continuing education credits
          • Opportunities to network within library departments
      Helene Blowers Learning 2.0 - About
    • 29. Avoid common problems Adopt early and often
        • Don't fear failure!
          • Many Web 2.0 tools are FREE
          • Signing up for new services can be a small investment for a big payoff 
    • 30. 5 ways to achieve user engagement Nirvana
        • Say the stuff in your head: if you disagree with something, say it.
        • You have to give to get: you have to give participation to get participation
        • Ask and ye shall receive: ask for input, solicit participation
        • Listen first: listen to what users are telling you before jumping in with responses
        • Dangle a carrot: tempt people to engage (offer something for responses like cutting fines, free coffee, etc.)
      David Lee King, as paraphrased by Sarah Houghton-Jan
    • 31. Thanks!       Caitlin Shanley