It’s not about US
                                                      Exploring Social Media Strategies in Libraries



...
Blog: LibraryBytes.com
Changing Landscape
= information
= community
Web 2.0 Communities




Niche communities
“Web 2.0 generally refers to a second generation of services available on the WWW
that lets people collaborate and share i...
Types of social information
  • Photos, podcasts, blogs, scapblogs,




http://www.businessweek.com/magazine/content/07_24...
Changing Brands
The Library Brand …
The Library Brand …




                      CC Cindi Trainor http://www.flickr.com/photos/trucolorsfly/352573802/
The Library Brand …




                      CC http://www.flickr.com/photos/beija-flor/237319319
Old Paradigm:




      Control
      the

      LOOK &
      FEEL
      of the

      Brand
From mass marketing to niche marketing




    1957 – 45% audience                  2007 - 4% of audience
Consumer to Multisumer
New Paradigm:




Influence
the

CHARACTER
& PORTABILITY
of the

Brand
www.showusthecow.com
http://mail.google.com/mail/help/gmail_video.html
Changing Customers
55% of online teens use social networks


                                                                                ...
- Patricia Martin
There’s a new digital divide
• Those who know how to search smartly vs. those who simply search.
• Those who know how to validate soft information vs. ...
Changing Strategies
It’s about ….




   Conversation
“Markets are
                                                        Conversations”
CC http://www.flickr.com/photos/jakeca...
http://www.darienlibrary.org/
http://www.darienlibrary.org/directorsblog/
http://www.aadl.org
http://farm3.static.flickr.com/2140/2739899617_e27c5b0fde.jpg?v=0
http://teens.columbuslibrary.org
http://teens.columbuslibrary.org
Gail Borden Public Library http://www.elgin.lib.il.us/storypalooza.html
It’s about ….




    Participation
http://www.acpl.lib.in.us/
http://www.flickr.com/photos/acplinfo/tags/dayinallencounty2007/
http://www.hclib.org/pub/bookspace
http://www.pictureaustralia.org
http://minthillstitchin.blogspot.com
It’s about ….




   Collaboration
http://booklovers.pbwiki.com
http://loudounpedia.wetpaint.com
http://www.westernspringshistory.org/
http://www.westernspringshistory.org
http://www.40families.org/
http://www.flickr.com/photos/40families/
http://www.wikinorthia.net.au/
It’s about ….




New communities
http://www.darienlibrary.org/services
www.myspace.com/libraryloft
www.myspace.com/libraryloft
http://pikespeakld.ning.com/
It’s about ….




into the   Community
http://www.hclib.org/teens/MySpace/AddCatalogsearch.cfm
It’s about ….




      Customer
    Celebrations
http://www.plcmc.org/fotofun/default.asp
http://www.plcmc.org/fotofun/
Jessica, University City Library member since
                                        2001
http://www.hclib.org/pub/bookspace/hpphotos.cfm
http://www.flickr.com/photos/hennepincountylibrary/888211903/
New Jersey Libraries- 3 Reasons
http://teens.denverlibrary.org/media/youtube.html
http://teens.denverlibrary.org/media/youtube.html
http://www.calcasieu.lib.la.us/Teentechfavs.htm
Brands are built on what
PEOPLE are saying about
you, NOT what you’re
saying about yourself.
              - Guy Kawasaki
...
It’s about ….
http://www.flickr.com/photos/toddography/12034661/
Libraries need to …




    … then when
      we try to
      control.


                      http://www.flickr.com/photo...
Changing the Framework
What strategic
     elements
 do you need to
focus on in order
    to support
      today’s
  Virtual Users?
To enable our customers to
          connect with library staff, its
VIRTUAL        services and with
                each...
To provide our customers with a
           rich online experience
VIRTUAL         that enhances their
          local bran...
To enable our customers to
          personalize their library
             experience allow our
VIRTUAL
          communi...
+ CML.org is a destination.
              +++ Users embed pieces of CML.org in their space.

            + CML.org is an i...
VIRTUAL
USERS
http://sendables.jibjab.com/view/ZgllRUNcPzlYUQrTOidS


http://sendables.jibjab.com/view/owner/Dm0iSLhTz3LRd36E
Un-marketing
Exercise:
http://www.flickr.com/photos/striatic/2134277399/
Brian Solis http://www.flickr.com/photos/briansolis/2735401175/
Social Media Edge: 10 Steps



                1
                    Learn about
                    social
              ...
Social Media Edge: 10 Steps



                                                  2

                                      ...
Social Media Edge: 10 Steps



                                                        3

                                ...
Social Media Edge: 10 Steps



                                                     4

                                   ...
Social Media Edge: 10 Steps



                                                   5
                                      ...
Social Media Edge: 10 Steps



                                                   6

                                     ...
Social Media Edge: 10 Steps



                                                        7

                                ...
Social Media Edge: 10 Steps



                                                        8

                                ...
Final Thought …




  The best way to get
 customers to market
     your brand
    is to allow them
    to promote you
   ...
http://www.flickr.com/photos/kimonomania/474758933/
Helene Blowers
      Digital Strategy Director
Columbus Metropolitan Library
hblowers@columbuslibrary.org

          www.L...
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
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Its Not About Us: Exploring Social Media Strategies in Libraries

3,064

Published on

3 hour talk for Long Island Library Resources Council

http://www.librarybytes.com/2008/11/lilrc-talk.html

Published in: Technology, Design

Its Not About Us: Exploring Social Media Strategies in Libraries

  1. 1. It’s not about US Exploring Social Media Strategies in Libraries Helene Blowers Digital Strategy Director Columbus Metropolitan Library LibraryBytes.com http://www.flickr.com/photos/pinkbeltrage/97982661/ http://www.flickr.com/photos/33256665@N00/72548641/
  2. 2. Blog: LibraryBytes.com
  3. 3. Changing Landscape
  4. 4. = information
  5. 5. = community
  6. 6. Web 2.0 Communities Niche communities
  7. 7. “Web 2.0 generally refers to a second generation of services available on the WWW that lets people collaborate and share information online.” - Wikipedia.com “Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.” - Wikipedia.com Shared Pictures = Shared Videos = Shared News = Shared Bookmarks = Shared Knowledge = Shared Everything =
  8. 8. Types of social information • Photos, podcasts, blogs, scapblogs, http://www.businessweek.com/magazine/content/07_24/b4038405.htm
  9. 9. Changing Brands
  10. 10. The Library Brand …
  11. 11. The Library Brand … CC Cindi Trainor http://www.flickr.com/photos/trucolorsfly/352573802/
  12. 12. The Library Brand … CC http://www.flickr.com/photos/beija-flor/237319319
  13. 13. Old Paradigm: Control the LOOK & FEEL of the Brand
  14. 14. From mass marketing to niche marketing 1957 – 45% audience 2007 - 4% of audience
  15. 15. Consumer to Multisumer
  16. 16. New Paradigm: Influence the CHARACTER & PORTABILITY of the Brand
  17. 17. www.showusthecow.com
  18. 18. http://mail.google.com/mail/help/gmail_video.html
  19. 19. Changing Customers
  20. 20. 55% of online teens use social networks 48% of teens visit social networking websites daily 91% of all social networking teens say they use the sites to stay in touch with friends they see frequently, while 82% use the sites to stay in touch with friends they rarely see in person. 72% of all social networking teens use the sites to make plans with friends; 49% use the sites to make new friends. CC http://www.flickr.com/photos/22749172@N03/2336097581/ Pew Internet & American Life Project: Social Networking Websites and Teens: An Overview - Jan 2007
  21. 21. - Patricia Martin
  22. 22. There’s a new digital divide
  23. 23. • Those who know how to search smartly vs. those who simply search. • Those who know how to validate soft information vs. those who rely exclusively on others to solidify hard facts. • Those who know where to find information in new “hot” channels vs. those that only access traditional media . • Those who understand the current culture of informal languages vs. those that consider it solely slang and bad grammar. • Those who know how to get information to travel to them vs. those who still chase it. • Those who have the knowledge and skills to create and re-mix digital media vs those that only have skills to be passive spectators. • Those that understand learning is a continual process vs. those that view learning as a knowledge achievement. © Helene Blowers LibraryBytes.com
  24. 24. Changing Strategies
  25. 25. It’s about …. Conversation
  26. 26. “Markets are Conversations” CC http://www.flickr.com/photos/jakecaptive/71298126/
  27. 27. http://www.darienlibrary.org/
  28. 28. http://www.darienlibrary.org/directorsblog/
  29. 29. http://www.aadl.org
  30. 30. http://farm3.static.flickr.com/2140/2739899617_e27c5b0fde.jpg?v=0
  31. 31. http://teens.columbuslibrary.org
  32. 32. http://teens.columbuslibrary.org
  33. 33. Gail Borden Public Library http://www.elgin.lib.il.us/storypalooza.html
  34. 34. It’s about …. Participation
  35. 35. http://www.acpl.lib.in.us/
  36. 36. http://www.flickr.com/photos/acplinfo/tags/dayinallencounty2007/
  37. 37. http://www.hclib.org/pub/bookspace
  38. 38. http://www.pictureaustralia.org
  39. 39. http://minthillstitchin.blogspot.com
  40. 40. It’s about …. Collaboration
  41. 41. http://booklovers.pbwiki.com
  42. 42. http://loudounpedia.wetpaint.com
  43. 43. http://www.westernspringshistory.org/
  44. 44. http://www.westernspringshistory.org
  45. 45. http://www.40families.org/
  46. 46. http://www.flickr.com/photos/40families/
  47. 47. http://www.wikinorthia.net.au/
  48. 48. It’s about …. New communities
  49. 49. http://www.darienlibrary.org/services
  50. 50. www.myspace.com/libraryloft
  51. 51. www.myspace.com/libraryloft
  52. 52. http://pikespeakld.ning.com/
  53. 53. It’s about …. into the Community
  54. 54. http://www.hclib.org/teens/MySpace/AddCatalogsearch.cfm
  55. 55. It’s about …. Customer Celebrations
  56. 56. http://www.plcmc.org/fotofun/default.asp
  57. 57. http://www.plcmc.org/fotofun/
  58. 58. Jessica, University City Library member since 2001
  59. 59. http://www.hclib.org/pub/bookspace/hpphotos.cfm
  60. 60. http://www.flickr.com/photos/hennepincountylibrary/888211903/
  61. 61. New Jersey Libraries- 3 Reasons
  62. 62. http://teens.denverlibrary.org/media/youtube.html
  63. 63. http://teens.denverlibrary.org/media/youtube.html
  64. 64. http://www.calcasieu.lib.la.us/Teentechfavs.htm
  65. 65. Brands are built on what PEOPLE are saying about you, NOT what you’re saying about yourself. - Guy Kawasaki CC http://www.flickr.com/photos/stephenr/1683318514/
  66. 66. It’s about ….
  67. 67. http://www.flickr.com/photos/toddography/12034661/
  68. 68. Libraries need to … … then when we try to control. http://www.flickr.com/photos/celesterc/540341359/
  69. 69. Changing the Framework
  70. 70. What strategic elements do you need to focus on in order to support today’s Virtual Users?
  71. 71. To enable our customers to connect with library staff, its VIRTUAL services and with each other in USERS meaningful ways. Our customers feel CONNECTED
  72. 72. To provide our customers with a rich online experience VIRTUAL that enhances their local branch experience & USERS daily lives. Our customers feel They’re getting VALUE
  73. 73. To enable our customers to personalize their library experience allow our VIRTUAL community to celebrate USERS themselves. Our customers feel GOOD about THEMSELVES
  74. 74. + CML.org is a destination. +++ Users embed pieces of CML.org in their space. + CML.org is an information source. +++ CML.org is a utility for connecting the community. Create + CML.org is a virtual branch. Fresh +++ CML.org reflects 21 flavors of CML’s branches. Practices + Digital formats mirror real life. +++ Digital formats give us more options than IRL + Staff are our greatest marketing asset. +++ Customers are our greatest asset online.
  75. 75. VIRTUAL USERS
  76. 76. http://sendables.jibjab.com/view/ZgllRUNcPzlYUQrTOidS http://sendables.jibjab.com/view/owner/Dm0iSLhTz3LRd36E
  77. 77. Un-marketing Exercise:
  78. 78. http://www.flickr.com/photos/striatic/2134277399/
  79. 79. Brian Solis http://www.flickr.com/photos/briansolis/2735401175/
  80. 80. Social Media Edge: 10 Steps 1 Learn about social media & Learn to Listen
  81. 81. Social Media Edge: 10 Steps 2 Participate & join the conversation http://www.flickr.com/photos/annabelb/25488751/
  82. 82. Social Media Edge: 10 Steps 3 Develop a 2.0 marketing plan http://www.flickr.com/photos/laughingsquid/463805061/
  83. 83. Social Media Edge: 10 Steps 4 Create social celebrations http://www.flickr.com/photos/seraphimc/1340792910/
  84. 84. Social Media Edge: 10 Steps 5 Help your brand & content travel http://www.flickr.com/photos/araleya/2048088388/
  85. 85. Social Media Edge: 10 Steps 6 Play with multimedia http://www.flickr.com/photos/komshiki/331788762/
  86. 86. Social Media Edge: 10 Steps 7 Learn as you go & track success http://www.flickr.com/photos/44049217@N00/1491746420/
  87. 87. Social Media Edge: 10 Steps 8 9 10 http://www.flickr.com/photos/skycaptaintwo/583749159/
  88. 88. Final Thought … The best way to get customers to market your brand is to allow them to promote you (the library) by marketing themselves CC http://www.flickr.com/photos/trishabrunner/2246254598/
  89. 89. http://www.flickr.com/photos/kimonomania/474758933/
  90. 90. Helene Blowers Digital Strategy Director Columbus Metropolitan Library hblowers@columbuslibrary.org www.LibraryBytes.com

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