Social Networking & Promotion of Library Services

Social Networking and Promotion of Library Services PLAI-NCR General Assembly 22 March 2010 The National Library, Manila Zarah C. Gagatiga Guest Lecturer http://lovealibrarian.blogspot.com [email_address]

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
http://lovealibrarian.blogspot.com

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.

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.

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

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

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

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

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.

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

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

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)

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

http://lovealibrarian.blogspot.com	103
http://www.slideshare.net	7
http://translate.googleusercontent.com	1

Social Networking & Promotion of Library Services

by Zarah Gagatiga on Mar 22, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 111

Statistics

Social Networking & Promotion of Library Services — Presentation Transcript