WOMM for Libraries

Connecting With Digital Communities Jeff Greene NJ Libraries Marketing Boot Camp | Toms River, NJ Word of Mouth 2.0

Please Fasten Seat Belts

BIG BANG Advertising 1980s 1990s 1993 1998 21 ST CENTURY PR E-mail The Web G o o g l e Friendster NAPSTER XM Radio iPod YOUTUBE Technorati Wikipedia Podcasting RSS Blogger Mobile Marketing MySpace…

Communications Collision Course Your Patrons

Word of Mouth = People passing along information about a product/service/brand

Word of Mouth Marketing = Leveraging new technologies and cultural trends to encourage pass-along conversation

“ Viral” = What you hope happens

What Does It Mean?

Jeff’s Six Rules for “Viral” Efforts

Easy to Share: Content must be easily passed along

Contains Compelling Value: Entertainment (games, videos), informative content (tips, tools) and exclusive offers

Star Power: Associates your brand with a third-party’s credibility and fan base

Timely or “Cool”: Tied to wider events that are current or will occur soon

Displays Authenticity: Honesty or bluntness in messaging stands out and earns credibility from skeptical web users

User-Generated: Provides ownership and a personal connection

Examples, Please

Develop brand communities

Mine the social media

Integrate digital marketing

Components of A Campaign

Provides a platform for consumers to interact

Creates opt-in database for affinity offers

Encourages consumers to involve their peers

Developing Brand Communities Kelly Services, F500 staffing provider, built the “Free Agent Connection” digital community to attract young Hispanics Online Games Community Stories Ringtones and Wallpapers Video Shorts

Libraries – Challenges/Opportunities

Not enough time/money/resources

Ning

Wordpress

Disparate target audiences

Boomj

Black Voices

My Yearbook

Library Thing

Identify influencers and enlist ambassadors

Create content and tools consumers must have

Listen

Mining The Social Media TheWB.com launched its beta site by providing widgets with free content to fans around the web Mobile Wallpaper Integration Blogger Ambassador Program In-House Development

Finding local influencers

Site: City Data, NJ Forum

Name: New Home Happy

Sex: Female

Location: Allentown, NJ

Posts: 1,188

Sample Post:

The Allentown Library accepts books. They have a book stall and sell them with the proceeds going to run the library. Toms River to rt 37 to rt 539 straight thru Allentown. Big White church on your left is Allentown Library.

Site: MySpace

Name: Janet K.

Sex: Female

Location: Toms River, NJ

Profile Comments: 409

Sample Post:

I love books they are even better than Movies and Television. You make the book what you want it to be. I write so to me books are just about as good as it gets when it comes down to escaping reality for a couple of hours. Pick up a book and read. You never know where your mind will take you.

Grow your database of brand aficionados

Target multiple, smaller niches

Be “everywhere”

Integrating Digital Marketing Oxfam America promoted its Unwrapped program by blitzing social networks with unexpected creative Social-Savvy Creative Offline Activation Deep Relationships with Web 2.0 Properties

Budget for marketing

Email and Mobile

Paid Search

Google Content Network

VistaPrint

Widgets

How It’s Done

Top 10 Ways To Drive Word of Mouth

Have Something Worth Talking About

Top 10 Ways To Drive Word of Mouth

10. “Point of Purchase” – Bookmarks, Posters, Library Cards, Table Tents, Catalog Screens, Late Notices

10. Schools – Flyers, Newspaper Ads, Clubs, Football Field, Social Networks

10. Towns – Press Releases, Fairs/Events, Local Stores, Email/Direct Mail, Search, Billboards, Mobile

10. Communities – Divorced Parents, Jazz Lovers, Chess Players, Veterans, Web Novices, Quilters, Job Seekers, Movie Fans, Scrapbookers ….

Word of Mouth “Template”

Identify objectives / call to action

Understand cultural trends

Identify target communities

Develop “hook” to drive conversations

Create or co-create campaign assets

Create seeding and pass-along opportunities

Augment with partnerships and sponsorships

Track, measure and refine

Driving The Conversation

Follow word-of- mouth cues

Involve consumers with strategy

Match concepts with brand precepts

SIGG launched its US website with a bottle design contest that took the blogosphere by storm Blogger Judging Panel User Voting Buttons for Social Posting