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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
Its Not About Us: Exploring Social Media Strategies in Libraries
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 =
Its Not About Us: Exploring Social Media Strategies in Libraries
Types of social information
  • Photos, podcasts, blogs, scapblogs,




http://www.businessweek.com/magazine/content/07_24/b4038405.htm
Its Not About Us: Exploring Social Media Strategies in Libraries
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
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
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
Its Not About Us: Exploring Social Media Strategies in Libraries
- Patricia Martin
Its Not About Us: Exploring Social Media Strategies in Libraries
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
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
It’s about ….




   Collaboration
http://booklovers.pbwiki.com
http://loudounpedia.wetpaint.com
Its Not About Us: Exploring Social Media Strategies in Libraries
http://www.westernspringshistory.org/
http://www.westernspringshistory.org
http://www.40families.org/
http://www.flickr.com/photos/40families/
Its Not About Us: Exploring Social Media Strategies in Libraries
http://www.wikinorthia.net.au/
It’s about ….




New communities
http://www.darienlibrary.org/services
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
www.myspace.com/libraryloft
www.myspace.com/libraryloft
Its Not About Us: Exploring Social Media Strategies in Libraries
http://pikespeakld.ning.com/
Its Not About Us: Exploring Social Media Strategies in Libraries
It’s about ….




into the   Community
http://www.hclib.org/teens/MySpace/AddCatalogsearch.cfm
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
It’s about ….




      Customer
    Celebrations
http://www.plcmc.org/fotofun/default.asp
http://www.plcmc.org/fotofun/
Jessica, University City Library member since
                                        2001
Its Not About Us: Exploring Social Media Strategies in Libraries
http://www.hclib.org/pub/bookspace/hpphotos.cfm
http://www.flickr.com/photos/hennepincountylibrary/888211903/
New Jersey Libraries- 3 Reasons
Its Not About Us: Exploring Social Media Strategies in Libraries
http://teens.denverlibrary.org/media/youtube.html
http://teens.denverlibrary.org/media/youtube.html
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
http://www.calcasieu.lib.la.us/Teentechfavs.htm
Its Not About Us: Exploring Social Media Strategies in Libraries
Its Not About Us: Exploring Social Media Strategies in Libraries
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?
Its Not About Us: Exploring Social Media Strategies in Libraries
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
Its Not About Us: Exploring Social Media Strategies in Libraries
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

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