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Social Media MarketingFor Libraries (& Organizations)  Lisa Carlucci Thomas  Director & Founder  Design Think Do  lisa@des...
Social Media Marketing Workshop          #designthinkdo #ERL13• Introductions      – Two Truths and a Lie• Objectives     ...
Building a Brand• It’s all in a name (naming conventions)• What do you want to convey? What do you  want community to know...
Building a Brand•   http://namechk.com•   Brief, clear, consistent•   Use the same name everywhere•   More on brand recogn...
Building a BrandExercise:1. What’s your brand identity?2. Logo? Name?3. What are you conveying?4. Is it effective, brief, ...
Social Sharing & Endorsement1. Know Your Audience• Malcolm Gladwell: “The Tipping Point”      – Mavens: Detailed content e...
Social Sharing & Endorsement2. Use Effective Techniques• Simon Sinek: “The Golden Circle”      – Why / How / What“People d...
Social Sharing & Endorsement3. Develop Community• John McKnight: “Asset Based Community  Development”      – What are your...
Social Sharing & Endorsement4. If You Build It…• Lisa Carlucci Thomas “Think Social, Think  Emotional, Think Customizable”...
Social Sharing & Endorsement5. Be Human OnlineDavid Lee King: “It’s a conversation. Trust.”http://www.davidleeking.comhttp...
Social Sharing & EndorsementExercise:1. Know Your Audience2. Use Effective Techniques3. Develop Community4. If You Build I...
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, Services1. Facebook        11. Tumblr2. Twitter         12. Foursquare3. Google Alerts   13....
Tools, Techniques, Platforms, ServicesExercise:• Thinking of your brand, identify and list 3-5  social media platforms tha...
Skills & Strategies• Social Media Conversations at ER&L #ideadrop      – David Lee King, “Being Human Online”      – Lisa ...
Skills & Strategies• Analytics      – Facebook      – Google      – Hootsuite      – Other Examples3/20/2013              ...
Skills & Strategies• Archiving      – What to keep?      – How long?      – Articulate (& Document): Why?      – Who’s res...
Skills & Strategies• Management & Succession Planning      – Who minds the store?      – Who looks ahead?      Exercise:  ...
Skills & Strategies• Value      – When will you know you succeeded?      – Who needs to know (stakeholders)?      – Report...
Wrap Up / Q&A• Top three marketing priorities• Brand identity• Understand social sharing     1.     Know Your Audience    ...
Wrap Up / Q&A•      Choose platforms effectively•      Skills and strategies for success•      Archiving & policy•      Ma...
Social Media MarketingFor Libraries (& Organizations)  Lisa Carlucci Thomas  Director & Founder  Design Think Do  lisa@des...
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Social Media Marketing for Libraries (& Organizations)

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Workshop at ER&L 2013, Austin, TX. March 20, 2013.

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Transcript of "Social Media Marketing for Libraries (& Organizations)"

  1. 1. Social Media MarketingFor Libraries (& Organizations) Lisa Carlucci Thomas Director & Founder Design Think Do lisa@designthinkdo.org http://facebook.com/designthinkdo twitter: @lisacarlucci
  2. 2. Social Media Marketing Workshop #designthinkdo #ERL13• Introductions – Two Truths and a Lie• Objectives – Brand Development + Community Engagement• Goals for social media marketing – What are your top three priorities? – Who are the stakeholders? – Write them down [discuss]3/20/2013 Design Think Do #designthinkdo 2
  3. 3. Building a Brand• It’s all in a name (naming conventions)• What do you want to convey? What do you want community to know and remember?• First impressions count• Logo + Message + Voice• Example: Buc-ees• What’s your brand identity?3/20/2013 Design Think Do #designthinkdo 3
  4. 4. Building a Brand• http://namechk.com• Brief, clear, consistent• Use the same name everywhere• More on brand recognition• Choose platforms based on purpose and goals3/20/2013 Design Think Do #designthinkdo 4
  5. 5. Building a BrandExercise:1. What’s your brand identity?2. Logo? Name?3. What are you conveying?4. Is it effective, brief, memorable, available?5. Does it create a positive impression?3/20/2013 Design Think Do #designthinkdo 5
  6. 6. Social Sharing & Endorsement1. Know Your Audience• Malcolm Gladwell: “The Tipping Point” – Mavens: Detailed content experts – Connectors: Community builders, networkers – Salesmen: Persuasive, eager to share3/20/2013 Design Think Do #designthinkdo 6
  7. 7. Social Sharing & Endorsement2. Use Effective Techniques• Simon Sinek: “The Golden Circle” – Why / How / What“People don’t buy what you do,they buy why you do it.” - SS3/20/2013 Design Think Do #designthinkdo 7
  8. 8. Social Sharing & Endorsement3. Develop Community• John McKnight: “Asset Based Community Development” – What are your skills? – What are your passions? – What can you teach?3/20/2013 Design Think Do #designthinkdo 8
  9. 9. Social Sharing & Endorsement4. If You Build It…• Lisa Carlucci Thomas “Think Social, Think Emotional, Think Customizable” - Social (Endorsement = Greater reach) - Emotional (Compelling , ‘Double Rainbow’) - Customizable (Old / New Spice)3/20/2013 Design Think Do #designthinkdo 9
  10. 10. Social Sharing & Endorsement5. Be Human OnlineDavid Lee King: “It’s a conversation. Trust.”http://www.davidleeking.comhttp://www.ustream.tv/recorded/298351663/20/2013 Design Think Do #designthinkdo 10
  11. 11. Social Sharing & EndorsementExercise:1. Know Your Audience2. Use Effective Techniques3. Develop Community4. If You Build It…5. Be Human Online3/20/2013 Design Think Do #designthinkdo 11
  12. 12. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 12
  13. 13. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 13
  14. 14. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 14
  15. 15. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 15
  16. 16. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 16
  17. 17. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 17
  18. 18. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 18
  19. 19. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 19
  20. 20. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 20
  21. 21. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 21
  22. 22. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 22
  23. 23. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 23
  24. 24. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 24
  25. 25. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 25
  26. 26. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 26
  27. 27. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 27
  28. 28. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 28
  29. 29. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 29
  30. 30. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 30
  31. 31. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 31
  32. 32. Tools, Techniques, Platforms, Services1. Facebook 11. Tumblr2. Twitter 12. Foursquare3. Google Alerts 13. Slideshare4. YouTube 14. Scribd5. Vimeo 15. Bit.ly6. Vine 16. Blogs7. Ustream 17. Mailing Lists8. Flickr 18. Storify9. Instagram 19. HootSuite10. Pinterest 20. Spredfast3/20/2013 Design Think Do #designthinkdo 32
  33. 33. Tools, Techniques, Platforms, ServicesExercise:• Thinking of your brand, identify and list 3-5 social media platforms that meet your organization’s social media marketing goals• Rank them in order of importance/ purpose• Why? How?• Discuss & Report3/20/2013 Design Think Do #designthinkdo 33
  34. 34. Skills & Strategies• Social Media Conversations at ER&L #ideadrop – David Lee King, “Being Human Online” – Lisa Carlucci Thomas, "Social Media & Libraries"• Schedule time and cross training for ALL staff• Coordinate, but don’t micromanage• Establish guidelines AND trust3/20/2013 Design Think Do #designthinkdo 34
  35. 35. Skills & Strategies• Analytics – Facebook – Google – Hootsuite – Other Examples3/20/2013 Design Think Do #designthinkdo 35
  36. 36. Skills & Strategies• Archiving – What to keep? – How long? – Articulate (& Document): Why? – Who’s responsible?3/20/2013 Design Think Do #designthinkdo 36
  37. 37. Skills & Strategies• Management & Succession Planning – Who minds the store? – Who looks ahead? Exercise: – How will this be managed at your organization?3/20/2013 Design Think Do #designthinkdo 37
  38. 38. Skills & Strategies• Value – When will you know you succeeded? – Who needs to know (stakeholders)? – Reporting method & schedule3/20/2013 Design Think Do #designthinkdo 38
  39. 39. Wrap Up / Q&A• Top three marketing priorities• Brand identity• Understand social sharing 1. Know Your Audience 2. Use Effective Techniques 3. Develop Community 4. If You Build It… 5. Be Human Online3/20/2013 Design Think Do #designthinkdo 39
  40. 40. Wrap Up / Q&A• Choose platforms effectively• Skills and strategies for success• Archiving & policy• Management & succession planning• Demonstrate valueDesign / Think / Do3/20/2013 Design Think Do #designthinkdo 40
  41. 41. Social Media MarketingFor Libraries (& Organizations) Lisa Carlucci Thomas Director & Founder Design Think Do lisa@designthinkdo.org Innovative & Inspiring Workshops Organizational Consulting & Creative Services

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