#5 Library 2.0: Melbourne Workshop
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#5 Library 2.0: Melbourne Workshop

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part 5 of two day workshop

part 5 of two day workshop

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#5 Library 2.0: Melbourne Workshop Presentation Transcript

  • 1. 2.0 Libraries Learning Social Media & Library Marketing Helene Blowers Digital Strategy Director Columbus Metropolitan Library www.LibraryBytes.com http://www.flickr.com/photos/tehtopo/123001806/ (part 5)
  • 2. 23 Things & beyond 2.0 Innovation: Passions to Practices agenda http://www.flickr.com/photos/y-a-n/29789408/ YPRL Tour Exploring the Shift 2.0 road show – it’s about Moving from 1.0 to 2.0 Social media & Library marketing
  • 3. The Library Brand …
  • 4. The Library Brand … CC Cindi Trainor http://www.flickr.com/photos/trucolorsfly/352573802/ Books, books & more books
  • 5. The Library Brand … CC http://www.flickr.com/photos/beija-flor/237319319
  • 6. Old Paradigm: Control the LOOK & FEEL of the Brand
  • 7. From mass marketing to niche marketing 1957 – 45% audience 2007 - 4% of audience
  • 8. Consumer to Multisumer
  • 9. New Paradigm : Influence the CHARACTER & PORTABILITY of the Brand
  • 10. www.showusthecow.com
  • 11.  
  • 12.  
  • 13.  
  • 14. http://mail.google.com/mail/help/gmail_video.html
  • 15. CC http://www.flickr.com/photos/jakecaptive/71298126/ “ Markets are Conversations”
  • 16. Strategy Framework VIRTUAL USERS Virtual Users Engage Enrich Empower
  • 17. "Cultural consumers thrive on information and ideas to fuel their creative self-expression." - Patricia Martin
  • 18. 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 . Pew Internet & American Life Project: Social Networking Websites and Teens: An Overview - Jan 2007 CC http://www.flickr.com/photos/22749172@N03/2336097581/
  • 19.  
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  • 21. http://www.flickr.com/photos/toddography/12034661/ C or E?
  • 22. It's not about us
  • 23. 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/
  • 24. http://www.acpl.lib.in.us/
  • 25. http://www.flickr.com/photos/acplinfo/tags/dayinallencounty2007/
  • 26. http://www.hclib.org/pub/bookspace/hpphotos.cfm
  • 27. http://www.flickr.com/photos/hennepincountylibrary/888211903/
  • 28. http://teens.columbuslibrary.org
  • 29. Gail Borden Public Library http://www.elgin.lib.il.us/storypalooza.html
  • 30. New Jersey Libraries- 3 Reasons
  • 31.  
  • 32.  
  • 33. http://www.plcmc.org/fotofun/
  • 34. Jessica, University City Library member since 2001
  • 35. http://teens.denverlibrary.org/media/youtube.html
  • 36. http://teens.denverlibrary.org/media/youtube.html
  • 37.  
  • 38.  
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  • 40.  
  • 41. http://www.calcasieu.lib.la.us/Teentechfavs.htm
  • 42. Un-marketing Exercise:
  • 43. Un-marketing Exercise: Now it's your turn ...
  • 44. It is important to remember that "viral" is not about the brand ... it is actually about the users -- about me and you. If I forward a "viral" piece I will do so, because it says something to you about ME. It provides me with SOCIAL CURRENCY." - Gavin Heaton http://www.flickr.com/photos/uhmyang/24574890/
  • 45. 8 Steps to Marketing 2.0 E Educate Learn about social media 1
  • 46. 8 Steps to Marketing 2.0 E Experience Participate & join the conversation 2 http://www.flickr.com/photos/annabelb/25488751/
  • 47. 8 Steps to Marketing 2.0 E Envision Develop a 2.0 marketing plan 3 http://www.flickr.com/photos/laughingsquid/463805061/
  • 48. 8 Steps to Marketing 2.0 E Engage Create social celebrations 4 http://www.flickr.com/photos/seraphimc/1340792910/
  • 49. 8 Steps to Marketing 2.0 E Enable Help your library brand & content travel 5 http://www.flickr.com/photos/araleya/2048088388/
  • 50. 8 Steps to Marketing 2.0 E Expand Play with multimedia 6 http://www.flickr.com/photos/komshiki/331788762/
  • 51. 8 Steps to Marketing 2.0 E Explore Learn as you go & track success 7 http://www.flickr.com/photos/44049217@N00/1491746420/
  • 52. 8 Steps to Marketing 2.0 E Experiment Experiment Experiment 8 http://www.flickr.com/photos/skycaptaintwo/583749159/
  • 53. 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/ Always remember …
  • 54. http://www.flickr.com/photos/room_onfire/403830495/
  • 55. 23 Things & beyond 2.0 Innovation: Passions to Practices up next ... http://www.flickr.com/photos/y-a-n/29789408/ YPRL Tour Exploring the Shift 2.0 road show – it’s about Moving from 1.0 to 2.0 New media & Library marketing