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Social Networking & Promotion of Library Services


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A lecture delivered for the PLAI-NCRC general assembly. …

A lecture delivered for the PLAI-NCRC general assembly.

Interviews via email: Meinard Cruz and Rosele Masirag (Scholastic); Van Bicomong (The Learning Library); Kenneth Yu, Rayvi Sunico and Ani Almario (publishers); Mike Rivera (marketing strategist)

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  • 1. Social Networking and Promotion of Library Services PLAI-NCR General Assembly 22 March 2010 The National Library, Manila Zarah C. Gagatiga Guest Lecturer [email_address]
  • 2. Outline
    • Part 1 - Understanding the Animal
    • Social Networking; Plus and Minus
    • Part 2 - Experts say…
    • Promotion and Marketing According to Practitioners
    • Part 3 - The “Social” Librarian
    • Library Promotions in Action
  • 3. Understanding the Animal
    • Answer yes (thumbs up) or no (thumbs down).
    • I have an account in Facebook.
    • Apart from FB, I am a member of other social networking sites (Twitter, LinkedIn, My Space).
    • I sign-in/log-in my account everyday.
    • I am online from 8am - 5pm, Monday to Friday.
    • The library I work in has a blog / account in a social networking site.
  • 4. Social Networking
    • It is the grouping of individuals into specific groups.
    • It happens in physical and virtual environments.
    • It has gained popularity via the online/ digital format.
    • Social networking sites function like a community of online users with shared interests, hobbies, religion, political beliefs.
    • People join social networking sites to get in touch with family and friends, and to “connect” professionally.
  • 5. PLUS & MINUS
    • Establish ties
    • Nurture friendships
    • Offer new ways to learn
    • Open doors to opportunities (business, job, etc.)
    • An avenue to present and participate in campaigns, causes, and advocacies
    • Exposure to viruses
    • Possible data theft
    • Occasional troll and predators
    • Viral spread of unreliable information
    • Addictive
    • Counter productive
  • 6. Experts say..
    • Promotion is the periodic activity done to increase interest on a brand. It is the achievement of short term marketing goals.
        • - Mike Rivera, Marketing Strategist
    • Promotion is communicating activities, materials, devices, and techniques that support the marketing of a product and or idea.
        • Meinard Cruz, Scholastic Philippines
  • 7. Experts say…
    • Marketing is understanding how a product or service answers a particular need of a particular consumer; how the consumer will access the product or service; how much the consumer is willing to expend to do this. The end goal is to attract as many consumers of the product/service in a cost-efficient and timely manner.
        • Vannesa Bicomong, The Learning Library
  • 8. Experts say…
    • Marketing is encouraging someone to believe in what you believe in.
        • Meinard Cruz, Scholastic Philippines
    • Marketing is selling an idea.
        • Roselle Masirag, Scholastic Philippines
    • Marketing is an on going cycle of communication and feedback.
        • Rayvi Sunico, Publisher
  • 9. In library parlance…
    • Marketing the library, its services and products, would involve the awareness of its existence and what it can offer.
    • The target audience of the library is aware and knowledgeable of the purpose of the library and the services it provides them.
    • Marketing the library is communicating what the library does; what users/consumers can do in the library; and how the library’s services can benefit their lives.
    • Library users must find reason to go back to the library.
  • 10. Library Marketing
    • Product - the library’s services; available information in a variety of formats
    • Place - the location of the library and community it serves
    • Price - cost that the library invests in its services; time and effort of the library user/consumer
    • Positioning - what kind of library do you manage or run?
    • PEOPLE - the staff and manpower behind the library
  • 11. Let’s think about it!
    • Identify the following library program, service or activity if it is Marketing or Promotion.
    • Library Orientation
    • Library Bulletin or Newsletter
    • Author-Illustrator Visit
    • Current Awareness Services
    • Library Brochure and Website
    • Book/Website of the Week
    • Hands-On Media-Tech Training
  • 12. Social Networking Sites
    • Creates noise
    • Far-reaching
    • Technology driven
    • Cheap and convenient
    • Highly interactive
    • Limits the capacity to mobilize library users to action
    • Tracking its cost effectiveness may be difficult
    • A good communication tool for some, but not to ALL (available technology and skills; age group)
  • 13. Parting Shot
    • Consider formulating a marketing plan for the library where promos are spelled out
    • Know thy USER
    • Know thy LIBRARY (programs, collection, services, income generating capacity)
    • Know thy MANPOWER
    • Evaluate and measure marketing and promo activities