Its Not About Us: Exploring Social Media Strategies in Libraries
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3 hour talk for Long Island Library Resources Council http://www.librarybytes.com/2008/11/lilrc-talk.html
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Its Not About Us: Exploring Social Media Strategies in Libraries
- 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/
- 6. = community
- 7. Web 2.0 Communities Niche communities
- 8. “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 =
- 10. Types of social information • Photos, podcasts, blogs, scapblogs, http://www.businessweek.com/magazine/content/07_24/b4038405.htm
- 12. Changing Brands
- 13. The Library Brand …
- 14. The Library Brand … CC Cindi Trainor http://www.flickr.com/photos/trucolorsfly/352573802/
- 15. The Library Brand … CC http://www.flickr.com/photos/beija-flor/237319319
- 16. Old Paradigm: Control the LOOK & FEEL of the Brand
- 17. From mass marketing to niche marketing 1957 – 45% audience 2007 - 4% of audience
- 19. New Paradigm: Influence the CHARACTER & PORTABILITY of the Brand
- 28. 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
- 32. There’s a new digital divide
- 33. • 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
- 35. It’s about …. Conversation
- 36. “Markets are Conversations” CC http://www.flickr.com/photos/jakecaptive/71298126/
- 43. Gail Borden Public Library http://www.elgin.lib.il.us/storypalooza.html
- 44. It’s about …. Participation
- 53. It’s about …. Collaboration
- 63. It’s about …. New communities
- 72. It’s about …. into the Community
- 76. It’s about …. Customer Celebrations
- 79. Jessica, University City Library member since 2001
- 83. New Jersey Libraries- 3 Reasons
- 93. 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/
- 94. It’s about ….
- 96. Libraries need to … … then when we try to control. http://www.flickr.com/photos/celesterc/540341359/
- 98. What strategic elements do you need to focus on in order to support today’s Virtual Users?
- 100. To enable our customers to connect with library staff, its VIRTUAL services and with each other in USERS meaningful ways. Our customers feel CONNECTED
- 101. 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
- 102. To enable our customers to personalize their library experience allow our VIRTUAL community to celebrate USERS themselves. Our customers feel GOOD about THEMSELVES
- 103. + 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.
- 104. VIRTUAL USERS
- 110. Social Media Edge: 10 Steps 1 Learn about social media & Learn to Listen
- 111. Social Media Edge: 10 Steps 2 Participate & join the conversation http://www.flickr.com/photos/annabelb/25488751/
- 112. Social Media Edge: 10 Steps 3 Develop a 2.0 marketing plan http://www.flickr.com/photos/laughingsquid/463805061/
- 113. Social Media Edge: 10 Steps 4 Create social celebrations http://www.flickr.com/photos/seraphimc/1340792910/
- 114. Social Media Edge: 10 Steps 5 Help your brand & content travel http://www.flickr.com/photos/araleya/2048088388/
- 115. Social Media Edge: 10 Steps 6 Play with multimedia http://www.flickr.com/photos/komshiki/331788762/
- 116. Social Media Edge: 10 Steps 7 Learn as you go & track success http://www.flickr.com/photos/44049217@N00/1491746420/
- 117. Social Media Edge: 10 Steps 8 9 10 http://www.flickr.com/photos/skycaptaintwo/583749159/
- 118. 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/
- 120. Helene Blowers Digital Strategy Director Columbus Metropolitan Library hblowers@columbuslibrary.org www.LibraryBytes.com