Ohio Library Council 2013 Keynote: Face-2-Facebook

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How Digital, Social & Mobile Connect Real World Communities. Slides designed to accompany my keynote address at the OLC 2013 Convention & Expo; not meant as a standalone document. Presentation framed …

How Digital, Social & Mobile Connect Real World Communities. Slides designed to accompany my keynote address at the OLC 2013 Convention & Expo; not meant as a standalone document. Presentation framed to be most relevant for librarians and other library workers, but lessons applicable to any local business or organization looking for creative ways to use digital marketing to increase engagement with their community.

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  • 1. FACE-2-FACEBOOK How Digital, Social & Mobile Connect Real World Communities
  • 2. G R E G V E R D I N O Get BIG RESULTS by Thinking and Acting Small VERDINO Every day the world sees 1 million new blog posts, tens of millions of tweets, hundreds of millions of new pieces of Facebook content, and more than 1 billion YouTube videos. Where does your brand fit in? In our age of information saturation, con- sumer attention is the scarcest commodity of all—which makes your job tougher than ever. How do you thread your messages through billions of bite-sized information snapshots to reach the right people? One thing’s for sure, you’re not going to succeed using traditional approaches. Mass marketing is dead; the next big thing is indeed very small. microMARKETING empowers you to rethink, retool, and revitalize your marketing strategies to take full advantage of the opportunities cre- ated by the microcontent explosion. A pioneer in the world of microcontent marketing, Greg Verdino helps you create a strategy that emphasizes relationships over reach, interac- tion over interruption, and social networking over broadcast networks. You’ll find the answers to today’s toughest questions: influencers and my core customers? post, one video clip, or even one tweet at a time? mainstream media is losing ground to consumer content creators and peer- to-peer distribution? $26.95 USD“Greg presents the greatest hits of social media marketing, a litany of stories designed to persuade you to stop demanding the web conform to your desire for mass—and instead realize that mattering a lot to a few people is worth far more than mattering just a little to everyone.” LINCHPIN Get BIG RESULTS by Thinking and Acting Small Every day the world s 1 million new blog posts, ten of tweets, hundreds of millio pieces of Facebook content than 1 billion YouTube v Where does your bran In our age of information sat sumer attention is the scarce of all—which makes your job toug How do you thread your mess billions of bite-sized information reach the right people? One thi you’re not going to succeed us approaches. Mass marketing is d big thing is indeed very small. microMARKETING empowers y retool, and revitalize your market to take full advantage of the opp ated by the microcontent explosi in the world of microcontent ma Verdino helps you create a emphasizes relationships over r tion over interruption, and soci over broadcast networks. Yo answers to today’s toughest que influencers and my core custo post, one video clip, or even o at a time? “Greg presents the greatest hits of social media marketing, a litany of stories designed to persuade you to stop demanding the web conform to your desire for mass—and instead realize that mattering a lot to a few people is worth far more than mattering just a little to everyone.” LINCHPIN
  • 3. culture + media + content MICRO MICRO MICRO
  • 4. Source: Intel Corporation
  • 5. mass communications media networks interruption prime time reach awareness the one big thing masses of communicators the network effect interactions real time relationships attention lots of small things 7 SHIFTS FROM MASS TO MICRO 1 2 3 4 5 6 7
  • 6. your library has a marketing problem
  • 7. 53% of americans have visited the library in the past year Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013) 91% of americans say that the library is important to their community
  • 8. Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013) 62% of Americans do not know if their library lends out e-books
  • 9. Search Engine Wikipedia Social Media Librarian 94% 75% 52% 16% “VERY LIKELY” TO USE IN A TYPICAL RESEARCH ASSIGNMENT Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013)
  • 10. every business is a marketing business. if you don’t market, you’re out of business.
  • 11. story + utility + experience ATTENTION VALUE DIFFERENTIATION
  • 12. interest + expression + motivation
  • 13. interest + expression + motivation
  • 14. interest + expression + motivation
  • 15. story + utility + experience ATTENTION VALUE DIFFERENTIATION
  • 16. story + utility + experience ATTENTION VALUE DIFFERENTIATION
  • 17. Search Engine Wikipedia Social Media Librarian 94% 75% 52% 16% “VERY LIKELY” TO USE IN A TYPICAL RESEARCH ASSIGNMENT Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013)
  • 18. gregverdino.com | me@gregverdino.com | 631.747.1451