Olapr2013

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  • WENDY Research implies much about they way we must craft and target our messages. Transformations often conveyed by stories. Denning: “springboard stories”: short, hero, aha moment, urgency and action. Collect and tell them strategically. Infrastructure for our desired future: prosperity, quality of life, social cohesion. Necessity: group with the essentials. Future rather than nostalgia (though nostalgia has some appeal). Focus on the benefits in ROI terms. Rich body of evidence.
  • KEN BUDGET – GO THROUGH Cs

Transcript

  • 1. Cool Technologies and Your Library’s PR Plan The Rest of Us Leah Krevit Rice University Stephen Abram, MLS, Dysart & Jones OLA Super Conference Toronto Jan. 31, 2013
  • 2. Change and ChallengesThese slides will also be available at Stephen’s Lighthouse blog
  • 3. INFLUENCE: The Basics• Public Relations• Promotion• Marketing• Lobbying• Advocacy• Sales and Selling
  • 4. Advertising Product Personal selling Promotion Price Marketing MixPublic Relations Distribution Publicity Promotional Mix
  • 5. 6P’s or 6C’s• Product • Content• Place • Context• Positioning • Community• Price • Collaboration• Promotion • Collegiality• PR • Coalition(s)
  • 6. Issues• Transformation not information.• Infrastructure not institution.• Necessity not nice to have.• Future rather than past.• Return on investment (for me) not altruism for others.
  • 7. Permission and Trust• Character• Competence• Confidence• Credibility• Congruence .
  • 8. Is Your Library an Event? What experiences are you promoting? What’s the benefit?
  • 9. 18+ PR Tools for Libraries1. YouTube  10.Twitter 2. Second Life  11.Instagram, Pinterest 3. MySpace  12.NowPublic 4. Facebook  13.MyBlogLog 5. Flickr, Tumblr  14.Blogging 6. Podcasts / iTunes 15.Tagging, Scanning, RSS 7. Wikipedia  16.SEO, SMO 8. Ning  17.LinkedIn / Plaxo 9. WebEx / 18.SurveyMonkey / LiveMeeting  Zoomerang 
  • 10. Social Glue and Libraries
  • 11. ASK YOURSELF• What is more important for value-based funding?• What tugs at the heartstrings?• 6% annual increases in circulation?• 100% increases in ILL?• 500% increases in website hits?• 1000% increases in database results?• 50% increases in customer satisfaction?
  • 12. Or Stories?
  • 13. 7 Tricks You Can Do Right Away• Number One:• What are your top reference questions?
  • 14. 7 Tricks You Can Do Right Away• Number Two:• Promote your staff – FB, Tweets, web pages, photos
  • 15. 7 Tricks You Can Do Right Away• Number Three:• Do a Signage Audit and a walkthrough• (physical and virtual with a newbie)
  • 16. 7 Tricks You Can Do Right Away• Number Four:• Get Some Widgets (Hint: API)
  • 17. 7 Tricks You Can Do Right Away• Number Five:• Get Jiggy with GIS.
  • 18. 7 Tricks You Can Do Right Away• Number Six:• Go Beyond Statistics• Google Analytics• Foresee
  • 19. What We Never Knew Before 27% of our users are under 18. 59% are female. 29% are college students. 5% are professors and 6% are teachers. On any given day, 35% of our users are there for the first time. 29% found our products via the library website. 59% found what they were looking for on their first search. 72% trusted the content more than what they found on Google. But, 81% still use Google.
  • 20. Driving User to the Library• Website• Partners• WorldCat• iPhone App• Geo-IP measures• Etc.• Watch for more . . .?
  • 21. 7 Tricks You Can Do Right Away• Number Seven:• Develop a STORY collection strategy
  • 22. The thing aboutsuccess, is that it’s not about things. Or 2.0 Technology
  • 23. Are we going to a totally build it yourself world? Imagine IKEA merging with GM...
  • 24. Yes, this is ancient wisdom: clients arent buying your hammer, they are buying the deck of their dreams. Help them build it.
  • 25. OK – What ishappening that will change everything?
  • 26. “The Internet has nowprogressed to its infancy”
  • 27. LIBRARIES COMPETE Google BooksSettlement
  • 28. LIBRARIES COMPETE GoogleEditions:Bookstore
  • 29. LIBRARIES COMPETESEO:Search EngineOptimizationSMO:Social Media Optimization
  • 30. I mycustomers
  • 31. Geo-IP LIBRARIES COMPETE
  • 32. Top 10 Ways to Drive People tothe Library Using Social Media1. Find the Influencers 6. Video Camera Crazy2. Connect with the 7. Tweet and be Influencers Tweeted3. Motivate the 8. E-mails – yep – they Influencers still work4. Build Buzz and 9. Survey Interest 10.Measure and refine5. Kodak Moments (rinse and repeat) Bonus: Testimonials!
  • 33. LIBRARIES COMPETETransmogrifying Containers
  • 34. LIBRARIES COMPETEBroadband
  • 35. The Cloud LIBRARIES COMPETE…printing…software…storage
  • 36. The Article LIBRARIES COMPETEEconomy++ FormatAgnosticism
  • 37. LIBRARIES COMPETEThe Yahoo!/Bing iPhone, Facebook Migration
  • 38. Devices LIBRARIESlike iPads, COMPETE Kobo, Kindles, Fire,and Mobile
  • 39. eBook Growth
  • 40. Supporting the 21st Century book experience?
  • 41. Kobo, iPad, Amazon, Apple, iPDF, etc. . . .
  • 42. LIBRARIES COMPETEMobile
  • 43. LIBRARIES COMPETEThe Experience
  • 44. A Third Path
  • 45. Context is King, not Content.Curation and Contact Rule
  • 46. Community Stories
  • 47. StoriesConversations
  • 48. Stories Relationships
  • 49. StoriesTheSocialLifeofInformation Community Networks
  • 50. LifeStories
  • 51. Connection Stories
  • 52. Personalization Stories
  • 53. Comfort
  • 54. Simplicity
  • 55. Learning
  • 56. Trans-LiteracyMove beyond reading & PC skills • Reading literacy • News literacy • Numeracy • Technology literacy • Critical literacy • Information literacy • Social literacy • Media literacy • Computer literacy • Adaptive literacy • Web literacy • Research literacy • Content literacy • Academic literacy • Written literacy • Reputation, Etc.
  • 57. These are exciting times. Choose between achieving adynamic and exciting future vision or longing for a nostalgic past.
  • 58. The power of libraries
  • 59. Speak Out!
  • 60. Surprise Them!
  • 61. toon CheShelfdesc Trust Experiments!
  • 62. CLA Join us on the Hill!
  • 63. Stephen Abram, MLS, FSLADysart & Jones, Lighthouse Partners Cel: 416-669-4855 stephen.abram@gmail.com Stephen’s Lighthouse Blog http://stephenslighthouse.com Twitter: sabram