Its Not About Us: Exploring Social Media Strategies in Libraries

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3 hour talk for Long Island Library Resources Council …

3 hour talk for Long Island Library Resources Council

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

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  • 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. Blog: LibraryBytes.com
  • 3. Changing Landscape
  • 4. = information
  • 5. = community
  • 6. Web 2.0 Communities Niche communities
  • 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. Types of social information • Photos, podcasts, blogs, scapblogs, http://www.businessweek.com/magazine/content/07_24/b4038405.htm
  • 9. Changing Brands
  • 10. The Library Brand …
  • 11. The Library Brand … CC Cindi Trainor http://www.flickr.com/photos/trucolorsfly/352573802/
  • 12. The Library Brand … CC http://www.flickr.com/photos/beija-flor/237319319
  • 13. Old Paradigm: Control the LOOK & FEEL of the Brand
  • 14. From mass marketing to niche marketing 1957 – 45% audience 2007 - 4% of audience
  • 15. Consumer to Multisumer
  • 16. New Paradigm: Influence the CHARACTER & PORTABILITY of the Brand
  • 17. www.showusthecow.com
  • 18. http://mail.google.com/mail/help/gmail_video.html
  • 19. Changing Customers
  • 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. - Patricia Martin
  • 22. There’s a new digital divide
  • 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. Changing Strategies
  • 25. It’s about …. Conversation
  • 26. “Markets are Conversations” CC http://www.flickr.com/photos/jakecaptive/71298126/
  • 27. http://www.darienlibrary.org/
  • 28. http://www.darienlibrary.org/directorsblog/
  • 29. http://www.aadl.org
  • 30. http://farm3.static.flickr.com/2140/2739899617_e27c5b0fde.jpg?v=0
  • 31. http://teens.columbuslibrary.org
  • 32. http://teens.columbuslibrary.org
  • 33. Gail Borden Public Library http://www.elgin.lib.il.us/storypalooza.html
  • 34. It’s about …. Participation
  • 35. http://www.acpl.lib.in.us/
  • 36. http://www.flickr.com/photos/acplinfo/tags/dayinallencounty2007/
  • 37. http://www.hclib.org/pub/bookspace
  • 38. http://www.pictureaustralia.org
  • 39. http://minthillstitchin.blogspot.com
  • 40. It’s about …. Collaboration
  • 41. http://booklovers.pbwiki.com
  • 42. http://loudounpedia.wetpaint.com
  • 43. http://www.westernspringshistory.org/
  • 44. http://www.westernspringshistory.org
  • 45. http://www.40families.org/
  • 46. http://www.flickr.com/photos/40families/
  • 47. http://www.wikinorthia.net.au/
  • 48. It’s about …. New communities
  • 49. http://www.darienlibrary.org/services
  • 50. www.myspace.com/libraryloft
  • 51. www.myspace.com/libraryloft
  • 52. http://pikespeakld.ning.com/
  • 53. It’s about …. into the Community
  • 54. http://www.hclib.org/teens/MySpace/AddCatalogsearch.cfm
  • 55. It’s about …. Customer Celebrations
  • 56. http://www.plcmc.org/fotofun/default.asp
  • 57. http://www.plcmc.org/fotofun/
  • 58. Jessica, University City Library member since 2001
  • 59. http://www.hclib.org/pub/bookspace/hpphotos.cfm
  • 60. http://www.flickr.com/photos/hennepincountylibrary/888211903/
  • 61. New Jersey Libraries- 3 Reasons
  • 62. http://teens.denverlibrary.org/media/youtube.html
  • 63. http://teens.denverlibrary.org/media/youtube.html
  • 64. http://www.calcasieu.lib.la.us/Teentechfavs.htm
  • 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. It’s about ….
  • 67. http://www.flickr.com/photos/toddography/12034661/
  • 68. Libraries need to … … then when we try to control. http://www.flickr.com/photos/celesterc/540341359/
  • 69. Changing the Framework
  • 70. What strategic elements do you need to focus on in order to support today’s Virtual Users?
  • 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. 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. To enable our customers to personalize their library experience allow our VIRTUAL community to celebrate USERS themselves. Our customers feel GOOD about THEMSELVES
  • 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. VIRTUAL USERS
  • 76. http://sendables.jibjab.com/view/ZgllRUNcPzlYUQrTOidS http://sendables.jibjab.com/view/owner/Dm0iSLhTz3LRd36E
  • 77. Un-marketing Exercise:
  • 78. http://www.flickr.com/photos/striatic/2134277399/
  • 79. Brian Solis http://www.flickr.com/photos/briansolis/2735401175/
  • 80. Social Media Edge: 10 Steps 1 Learn about social media & Learn to Listen
  • 81. Social Media Edge: 10 Steps 2 Participate & join the conversation http://www.flickr.com/photos/annabelb/25488751/
  • 82. Social Media Edge: 10 Steps 3 Develop a 2.0 marketing plan http://www.flickr.com/photos/laughingsquid/463805061/
  • 83. Social Media Edge: 10 Steps 4 Create social celebrations http://www.flickr.com/photos/seraphimc/1340792910/
  • 84. Social Media Edge: 10 Steps 5 Help your brand & content travel http://www.flickr.com/photos/araleya/2048088388/
  • 85. Social Media Edge: 10 Steps 6 Play with multimedia http://www.flickr.com/photos/komshiki/331788762/
  • 86. Social Media Edge: 10 Steps 7 Learn as you go & track success http://www.flickr.com/photos/44049217@N00/1491746420/
  • 87. Social Media Edge: 10 Steps 8 9 10 http://www.flickr.com/photos/skycaptaintwo/583749159/
  • 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. http://www.flickr.com/photos/kimonomania/474758933/
  • 90. Helene Blowers Digital Strategy Director Columbus Metropolitan Library hblowers@columbuslibrary.org www.LibraryBytes.com