Giving your marketing a second life Presented by : Nancy Dowd New Jersey State Library Director of Marketing and Public Relations Blog: The M Word - Marketing Libraries http://themwordblog.blogspot.com/ Email: ndowd@njstatelib.org

Why are you so exhausted?

Maybe because you’re doing all the work! That wasn’t ever the intention

New Media vs . Old School vs Just plain BAD, should never EVER do ever

One demands One tries One ignores

One demands

One tries

One ignores

Transparency

Old School is afraid of transparency Tries to censor customers and employees to keep company image Cautions executives to massage the message

Tries to censor customers and employees to keep company image

Cautions executives to massage the message

New Media demands transparency and it’s radical!

The antidote for bad information is more information

The antidote for bad information is more information

Just plain old bad... Using old thinking but calling it New Media Negative Comments on my blog? Never! Story from Seth Godin’s book, Meatball Sundae. Read it!

Just plain old bad...

Using old thinking but calling it

New Media

The trick is to keep it authentic. and to take baby steps in helping your library get there. Educate and authenticate . Gaming is a great place to start because the alternative to engaging teens impacts a community big time!

Why let people say bad things about us? The cost of P2P communication is so cheap that they will just start their own community and it may not be pretty

New Media Demands your respect but really the old media did too we just might not have been listening

Don’t pretend Be authentic

Listen so you can hear what they want and know what you need to do

Mash it up Start small Change the questions on your surveys Instead of how did you like, how about.... what do you want? Photo by Cambiodefractal

Changed business model over and over before settling on the model they use now. How did they get there? Listening to their communities. Still listening This story from Seth Godin’s book, Meatball Sundae too. What can I say? I love that guy!

Changed business model over and over before settling on the model they use now. How did they get there? Listening to their communities.

Allows us to find the micro communities Reach small groups so we can thrive again Generates customer loyalty What else .... New Media Long Tail

Allows us to find the micro communities

Reach small groups so we can thrive again

Generates customer loyalty

What else ....

Why not encourage social networks where scholars and specialists can post e-books and other new media?

Why not encourage social networks where scholars and specialists can post e-books and other new media?

The New Micro Community

And while we’re asking.... If we really value our customers why wouldn’t we allow them to choose the books they want? Why wouldn’t we want to reach out to these people personally ? Customer service doesn’t stop just because it’s online

And while we’re asking.... If we really value our customers why wouldn’t we allow them to choose the books they want?

Bingo! http://labs.nypl.org/suggestion-box/

New Media Demands Interactivity

Cathy’s Book Totally interactive Kids video their experience ad add to website! http://www.cathysbook.com/?gclid=CIetwsHgvpICFQiWHgoddEfyZA

Old School

Beyond Interactive http://www.panslabyrinth.com/mysketchbook / Contest attracted passionate fans who were outstanding artists to create sketchbooks by uploading 10 pieces of original artwork then add music, colors, etc... Sketchbooks were interactive offering viewers a chance to comment Winners were chosen by the film’s director Guillermo del Tor. Inexpensive site Appealed to artists Artists brought more viewers

It’s never been a question of whether people want to interact with libraries but whether libraries want to interact with people.

What do we offer people to do online with us?

Americans spend twice as much time outside their homes as they did 30 years ago. -Study conducted by Veronis Suhler Stevenson They are working, running errands, shopping, taking kids to sports games , car pooling ...

The right message. Their right time. The right place

Advertising http://videoegg.com/adnetwork/ Google Ads Google Ads reach the online target audiences you’re looking to reach.

Are you sure people really want answers? When we hear “your” we think we should have input

I no longer seek information from “experts”, rather from people I trust . -johnt on network

I no longer seek information from “experts”, rather from people I trust .

The Rebirth of Dell .... giving customers a voice http://ideastorm.com / They listen and ACT!Under Review Partially Implemented

http://ideastorm.com /

More than a one way suggestion box Customers posted comments Then Dell updates then in the ideas in action section Text The RESPONSE Thanks for the constructive commentary, and we are reviewing the use of certain words and will inform the community of the decision when it is made.

Customers posted comments

Then Dell updates then in the ideas in action section

Starbucks liked it too Could work for libraries People vote for ideas then they go to “ idea partners” Works for their customers http://mystarbucksidea.force.com/home/home.jsp?p=about

WARNING These ideas are dangerous for your organization’s welfare if you don’t know why you’re using them

Photoshop Express Beta Language : Tell us what you like, despise, what’s missing, what puts you to sleep...

Interactive Case Study Case study is presented in print Video - interview reviews the case gives an expert’s review (that could be you!!) Readers can give their comments and read others http://harvardbusinessonline.hbsp.harvard.edu/flatmm/hbrextras/200803/ics/index.html

Interactive - Mobile Phones What is targeted and personal to your customers? Think specialized- small- long tail groups Send them the updates based on special collections, new articles, photos... etc

What is targeted and personal to your customers?

Think specialized- small- long tail groups

Send them the updates based on special collections, new articles, photos... etc

Good idea about 18 minutes too long Would be really neat to get others to do the radio show

Have Fun - E cards http://www.jacklinks.com/happyholidays.aspx

http://www.jacklinks.com/happyholidays.aspx

Web 2.0 is really about helping others spread the word for you

Make your own google gadget

Milk Posters!

1. Experiment with transparency on services that will have the greatest impact on the community. 2. Be authentic 3. Listen 4. Do what people say they want, not what you think they need 5. Rethink your assumptions by asking the question again, only with meaning 6. Give people gadgets so they can send their friends to say hi 7. Give people the opportunity to create and they will 8. Let them interact with comments - people like to see what other people are saying 9. Know why you’re doing what you’re doing...

1. Experiment with transparency on services that will have the greatest impact on the community.

2. Be authentic

3. Listen

4. Do what people say they want, not what you think they need

5. Rethink your assumptions by asking the question again, only with meaning

6. Give people gadgets so they can send their friends to say hi

7. Give people the opportunity to create and they will

8. Let them interact with comments - people like to see what other people are saying

9. Know why you’re doing what you’re doing...

Coming in 2009 to libraries everywhere!