Word of Mouth Marketing


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Everyone is a marketer. Creating buzz. Identifying connectors, mavens, ambassadors and salespeople. Electronic word of mouth.

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  • Word of Mouth Marketing

    1. 1. Word-of-Mouth Marketing for Libraries Instructor: Ann Miller [email_address] http://otherannmiller.blogspot.com/ An Infopeople Workshop
    2. 2. This Workshop Is Brought to You By the Infopeople Project Infopeople is a federally-funded grant project supported by the California State Library. It provides a wide variety of training to California libraries. Infopeople workshops are offered around the state and are open registration on a first-come, first-served basis. For a complete list of workshops, and for other information about the project, go to the Infopeople website at infopeople.org.
    3. 3. Workshop Overview <ul><li>What is word-of-marketing and why you should care </li></ul><ul><li>Making the most of social networks </li></ul><ul><li>Electronic word-of-mouth marketing </li></ul><ul><li>Case studies </li></ul><ul><li>Action plans </li></ul>
    4. 4. Introductions <ul><li>Name </li></ul><ul><li>Library </li></ul><ul><li>Position </li></ul><ul><li>Burning desire that brought you to this workshop </li></ul>
    5. 5. <ul><li>What does the word “marketing” mean to you? </li></ul>
    6. 6. Marketing - Textbook Definition: <ul><li>The activities of listening to customer needs, assessing the competitive landscape and then designing and creating products and services accompanied by messages that shape audience perceptions, leading to opportunities for revenue. </li></ul>
    7. 7. Translation <ul><li>Find out what they want </li></ul><ul><li>Give it to them at a reasonable cost </li></ul><ul><li>Tell them about it </li></ul>
    8. 8. Four P’s of the Marketing Mix <ul><li>Product </li></ul><ul><li>Place </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul>
    9. 9. You ARE a marketer, now deal with it! From the blog, creating passionate users http://headrush.typepad.com
    10. 10. Old School vs. Neo-Marketing OLD Marketing department NEW Everyone’s responsibility Library controls Users have power Library’s content Users’ content Focus groups, surveys User feedback Advertising Evangelizing One way broadcast Two-way, iterative conversation
    11. 11. Exercise #1 Word-Of-Mouth Bingo
    12. 12. What is Word-of-Mouth Marketing? <ul><li>Activities that generate personal recommendations and referrals for your library, its services, or “products” </li></ul>
    13. 13. Why Should I Care ? <ul><li>Traditional marketing is becoming less effective </li></ul><ul><ul><li>information overload </li></ul></ul><ul><ul><li>skeptical public </li></ul></ul><ul><ul><li>“ narrowcasting” </li></ul></ul>
    14. 14. <ul><li>Potential for the exponential </li></ul><ul><li>Message is recorded (somewhere!), no longer ephemeral </li></ul><ul><li>Vital for “hard-to-reach” groups </li></ul><ul><li>Affordable for libraries! </li></ul>Technology Pumps It Up!
    15. 15. It All Begins With One-to-One <ul><li>One-to-one is: </li></ul><ul><li>Trusted </li></ul><ul><li>Timely </li></ul><ul><li>Tailored </li></ul>
    16. 16. I Thought Viral Was a Bad Thing …? <ul><li>Word-of-mouth – person to person </li></ul><ul><li>Viral – word-of-mouth enhanced by online interactions </li></ul><ul><li>Buzz – Everyone is talking about it – message is no longer moving linearly </li></ul>
    17. 17. Word-of-mouth Is Not Appropriate When: <ul><li>Product is complicated </li></ul><ul><li>Forced, fake, or bought </li></ul><ul><li>Product is a dog </li></ul>
    18. 18. Creating a Buzz <ul><li>Let’s give them something to talk about! </li></ul><ul><li>The Wow! factor </li></ul>
    19. 19. “ Six Buttons of Buzz” <ul><li>Taboo </li></ul><ul><li>Outrageous </li></ul><ul><li>Unusual </li></ul><ul><li>Hilarious </li></ul><ul><li>Remarkable </li></ul><ul><li>Secrets </li></ul><ul><li>(from Mark Hughes, Buzz Marketing ) </li></ul>
    20. 20. From David McCusker and American River College Library’s Chimes newsletter: “In an attempt to minimize the inevitable confusion between JSTOR and J-Kwon, we’ve prepared this handy chart for quick reference for you and your students:” <ul><li>Librarians can help you and your students navigate JSTOR. </li></ul><ul><li>Full-text articles in JSTOR are available only to students, faculty, and staff of participating institutions. </li></ul><ul><li>JSTOR is a “scholarly tool of enormous potential.” </li></ul><ul><li>Issues of journals in JSTOR are never “out&quot;; they are always available. </li></ul><ul><li>Unfortunately, if you have any difficulties with J-Kwon, you are on your own. </li></ul><ul><li>Full text J-Kwon lyrics are available to anyone with an Internet connection. </li></ul><ul><li>It remains to be seen what potential this young mc may possess. </li></ul><ul><li>Our fruitless attempts to contact J-Kwon suggest that he is frequently out and rarely available. </li></ul>
    21. 21. Exercise #2 Adapt a Case History
    22. 22. The People Who Make it Happen <ul><li>“ Influentials” </li></ul><ul><ul><li>Mavens </li></ul></ul><ul><ul><li>Ambassadors </li></ul></ul><ul><ul><li>Salespeople </li></ul></ul><ul><ul><li>Connectors </li></ul></ul><ul><li>(From Malcolm Gladwell, The Tipping Point) </li></ul>
    23. 23. Exercise #3 Are You a Connector?
    24. 24. Tapping Into Social Networks <ul><li>Who are three “connectors” you can use to spread your message? </li></ul><ul><li>“ Salespeople”? </li></ul><ul><li>Mavens? </li></ul><ul><li>Ambassadors? </li></ul>
    25. 25. Spreading the Word <ul><li>Listening not telling </li></ul><ul><li>Use the feedback loop- even if it hurts </li></ul><ul><ul><li>In person </li></ul></ul><ul><ul><li>Comments on blogs or website </li></ul></ul><ul><ul><li>Review websites </li></ul></ul>
    26. 27. Audience expectations <ul><li>Customized </li></ul><ul><li>Content driven </li></ul><ul><li>Creative </li></ul><ul><li>Connected </li></ul>
    27. 32. Napa Valley Register – comment on a story
    28. 34. The Long Tail <ul><li>Distributing more of niche market items </li></ul>
    29. 35. Networking in Organizations <ul><li>Staff </li></ul><ul><li>Library volunteers </li></ul><ul><li>Service organizations </li></ul><ul><li>Participate in your community </li></ul>
    30. 36. Networking Tips <ul><li>Build it before you need it </li></ul><ul><li>Never disappear – keep your event, conference and meeting calendar full </li></ul><ul><li>Don’t keep score </li></ul><ul><li>Passion is contagious – pursue yours </li></ul><ul><li>Conferences - help the organizer or be the organizer </li></ul><ul><li>Follow up – email, send articles, etc. </li></ul>
    31. 37. Introducing Yourself to a New Network <ul><li>Your “elevator speech” </li></ul><ul><ul><li>clear, concise, compelling </li></ul></ul><ul><ul><li>no mumbo jumbo </li></ul></ul><ul><ul><li>end with invitation for interaction </li></ul></ul>
    32. 38. Exercise #4 Words to Avoid
    33. 39. You Can Only Go Up From Here… <ul><li>http://www.elevatorspeech.com/index.cfm?fuseaction=videos </li></ul>
    34. 40. Not so good… Hi, my name is Ann Miller and I am head of Collection Development for Boring Public Library. My job is to expedite the workflow of our catalogers and cataloging techs and to purchase digital and print collections that provide reciprocal and parallel functionality with the other partners in our consortium.
    35. 41. Sample “Hooks” <ul><li>Americans go to the library 16% more often than they go to the movies. </li></ul><ul><li>There are more libraries in the U.S. than there are McDonalds. </li></ul><ul><li>California libraries spent an average of $25 per capita for one year of public library service. That’s less than the cost of one book. </li></ul><ul><li>Our library buys over 25,000 items every year. That’s over 2,000 new books, movies and music CDs that are on our shelves every month. </li></ul><ul><li>Our library has 60 computers with high-speed Internet access. That’s $360,000 work of Internet access for free. </li></ul>
    36. 42. Your “Elevator Speech”: What can you say in the time it takes for an elevator ride ? Exercise #5
    37. 43. Electronic Word-of-Mouth <ul><li>Email newsletters </li></ul><ul><li>Link building </li></ul><ul><li>Blogs, wikis, social networking, etc. </li></ul>
    38. 44. Writing for the Web <ul><li>Reading online is different than print </li></ul><ul><li>Users: </li></ul><ul><ul><li>skip intros </li></ul></ul><ul><ul><li>scan headings </li></ul></ul><ul><ul><li>Register first words of headings </li></ul></ul><ul><ul><li>Average 51 seconds reading an e-newsletter </li></ul></ul><ul><li>http://www.useit.com/alertbox/newsletters.html </li></ul>Eye-tracking heat map
    39. 45. Email Newsletters <ul><li>Publish for pennies </li></ul><ul><li>Opt in </li></ul><ul><li>Privacy policy </li></ul><ul><li>Measuring email marketing </li></ul><ul><ul><li>good: Opened </li></ul></ul><ul><ul><li>better: click-through </li></ul></ul><ul><ul><li>best: forwarded </li></ul></ul>
    40. 46. Example of an E-newsletter Report
    41. 47. Library Blog: Why? <ul><li>Build relationships </li></ul><ul><li>Listen, get feedback </li></ul><ul><li>Preview new services </li></ul><ul><li>Build communities </li></ul><ul><li>Solve problems </li></ul><ul><li>Collaborate to create new and better library services </li></ul>
    42. 48. Qualities of a Blogger <ul><li>Time and commitment to blog </li></ul><ul><li>Well-informed </li></ul><ul><li>Opinionated </li></ul><ul><li>Truthful </li></ul><ul><li>Good writer </li></ul><ul><li>Authentic voice </li></ul>
    43. 52. Link Building <ul><li>The “usual suspects” – schools, newspapers, & cities </li></ul><ul><li>Unexpected links – blogs, hobbyist groups, tourism sites, etc. </li></ul><ul><li>“ Link bait” – using the outrageous or unexpected to drive people to your site </li></ul>
    44. 53. Writing a link request <ul><li>Write to a person not just a title (webmaster) </li></ul><ul><li>Start a dialog, be helpful </li></ul><ul><li>Reference something in their site that shows you are an avid reader </li></ul><ul><li>Be specific about how your site is relevant to theirs </li></ul><ul><li>Give an example of what the link might look like </li></ul>
    45. 54. Contra Costa County Library on MySpace
    46. 55. Individual Librarian on MySpace
    47. 56. Boston Public Library on Wikipedia
    48. 57. Libraryman on Flickr
    49. 58. St. Joseph County PL on YouTube http://www.youtube.com/watch?v=vrtYdFV_Eak
    50. 59. Wikipedia Discussion about Boston PL
    51. 60. LibraryThing.com
    52. 61. Second Life
    53. 62. http://www.youtube.com/watch?v=vrtYdFV_Eak
    54. 63. Exercise #6 Write Your Action Plan
    55. 64. One thing you learned today?
    56. 65. Evaluations