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/

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 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 =

Types of social information
• Photos, podcasts, blogs, scapblogs,
http://www.businessweek.com/magazine/content/07_24/b4038405.htm

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
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

- 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. 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

Changing Strategies

It’s about ….
Conversation

“Markets are
Conversations”
CC http://www.flickr.com/photos/jakecaptive/71298126/

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
CC http://www.flickr.com/photos/stephenr/1683318514/

It’s about ….

http://www.flickr.com/photos/toddography/12034661/

Libraries need to …
… then when
we try to
control.
http://www.flickr.com/photos/celesterc/540341359/

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 other in
USERS meaningful ways.
Our customers feel
CONNECTED

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

To enable our customers to
personalize their library
experience allow our
VIRTUAL
community to celebrate
USERS themselves.
Our customers feel
GOOD
about
THEMSELVES

+ 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.

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
media &
Learn to
Listen

Social Media Edge: 10 Steps
2
Participate &
join the
conversation
http://www.flickr.com/photos/annabelb/25488751/

Social Media Edge: 10 Steps
3
Develop a
2.0
marketing
plan
http://www.flickr.com/photos/laughingsquid/463805061/

Social Media Edge: 10 Steps
4
Create
social
celebrations
http://www.flickr.com/photos/seraphimc/1340792910/

Social Media Edge: 10 Steps
5
Help your
brand &
content
travel
http://www.flickr.com/photos/araleya/2048088388/

Social Media Edge: 10 Steps
6
Play with
multimedia
http://www.flickr.com/photos/komshiki/331788762/

Social Media Edge: 10 Steps
7
Learn as
you go &
track
success
http://www.flickr.com/photos/44049217@N00/1491746420/

Social Media Edge: 10 Steps
8
9
10
http://www.flickr.com/photos/skycaptaintwo/583749159/

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/

http://www.flickr.com/photos/kimonomania/474758933/

Helene Blowers
Digital Strategy Director
Columbus Metropolitan Library
hblowers@columbuslibrary.org
www.LibraryBytes.com