Virtual Marketing NELA 2010


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Presentation by Geri Diorio at NELA 2010 on Virtual Marketing to Teens.

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Virtual Marketing NELA 2010

  1. 1. 1<br />Photo by Gayle Bogel<br />
  2. 2. Virtual Marketing: Reach Out to Teens<br />NELA Conference<br />October 19, 2010<br />Geri Diorio<br />Ridgefield Library<br />
  3. 3. 3<br />Image by digitalArt2 - CC<br />
  4. 4. Marketing/Promotion/Advertising<br />Three terms that are often used interchangeably.<br />Are they the same?<br />4<br />
  5. 5. 5<br />
  6. 6. What is Marketing?<br />STRATEGY<br />The big picture – knowing the audience<br />A defined goal – usually customer satisfaction<br />Measurable outcomes vs. measurable outputs<br />Allows concentration of limited resources on the greatest opportunities.<br />6<br />
  7. 7. What is Advertising?GET THE WORD OUT<br />Communication to influence/ persuade individuals or groups to consume a product or service<br />Often includes “branding” - repetition of an image/logo or product name that will “stick” in the mind of the customer<br />7<br />
  8. 8. What is Promotion?<br />Engagement<br />Involving the audience/customer<br />Participation<br />Creating a reason to care about product/service/activity<br />8<br />
  9. 9. 9<br />
  10. 10. Do You Know 4.0 ?<br />10<br />
  11. 11. Teens<br />Impulsive<br />Plugged In<br />Need involvement<br />Like Technology<br /> What Else???<br />11<br />
  12. 12. What the Research Says About Teens Online<br />Teens and the Internet<br />93% of teens ages 12-17 use the internet<br />87% of online teens use email<br />97% of teens play video or computer games<br />73% of online teens use social network sites<br />– (PEW, 2010)<br />12<br />
  13. 13. 75% of online teen view videos on video-sharing sites<br />68% of teens use instant messaging<br />14 % of online teens blog<br />55% of teens use Wikipedia<br /> – (PEW, 2010)<br />13<br />What the Research Says About Teens Online<br />
  14. 14. 14<br />What the Research Says About Teens Online<br /><ul><li>8% of teens use Twitter
  15. 15. 19% of adults use Twitter
  16. 16. 8 % of teens use virtual worlds
  17. 17. Facebook is the SNS of choice</li></ul> – (PEW, 2010)<br />
  18. 18. 15<br />What the Research Says About Teens and Cell Phones<br /><ul><li>75% of teens have a cell phone
  19. 19. Teens without computers use their phones to go online
  20. 20. 50 texts per day (75% to friends)
  21. 21. After texting, taking and sharing photos is the next most popular cell phone use</li></ul> – (PEW, 2010)<br />
  22. 22. Who are teens?<br />A Vision of Students Today <br />16<br />
  23. 23. How do we market, advertise, and promote to these people?<br />
  24. 24. Marketing Strategies<br />Deliver service to teens<br />Create customer satisfaction<br />Use available channels (on ground and online)<br />Stay within budget <br />Appeal to local audience/preferences<br />Measure outcomes/outputs<br />18<br />
  25. 25. Tools for Marketing/Promotion/Advertising<br />Use what fits in daily practice– for you/for your teens<br />Use what you have – the tools at hand<br />What works?<br />Make strategic decisions about advertising and promotion based on your marketing strategy.<br />19<br />
  26. 26. Virtual Channels<br />20<br />Website YouTube<br />Facebook IM <br />Texting Blog<br /> Twitter(?)<br />
  27. 27.
  28. 28. The Ridgefield Library’s website<br />
  29. 29. Send mass texts from your e-mail<br /><ul><li>Remember to ask permission
  30. 30. Make up a “texting list”
  31. 31. Keep it up to date</li></li></ul><li>24<br />Text-a-Librarian<br />
  32. 32.
  33. 33. Meebo browser view<br />
  34. 34. Blogs<br />Useful, but not in the ways you may think<br />Comments? Dialog?<br />Still, offer information<br />Have an archive<br />
  35. 35.
  36. 36. Facebook is where the kids are at…for now.<br />
  37. 37. Using Social Media to Connect With Teens<br />
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42.
  43. 43. 2003<br />SRP visits to Schools <br />
  44. 44. 2007<br />Some schools want visits<br />Most want “something”<br />
  45. 45. 2010<br />All want “something else”<br />
  46. 46. Something Else <br />Flier?<br />Recorded announcement?<br />Live announcement?<br />Video?<br />
  47. 47. Video...<br />but what<br />kind?<br />
  48. 48. Obstacles to making a Summer Reading Program Video<br />No money<br />No time<br />No experience<br />
  49. 49. That never stopped me before.<br />
  50. 50. Digital camera<br />MacBook<br />Help menu<br />Vague college memory<br />What’s On Hand?<br />
  51. 51.
  52. 52. Video for teens <br />Keep it short<br />Get points across simply<br />Don’t try to be cool/funny/hip...I’m not (Thank you forever, Patrick Jones)<br />
  53. 53. Make outline of main points<br />Take digital photos <br />Put together movie<br />Simple plan<br />
  54. 54.
  55. 55.
  56. 56.
  57. 57. Your digital photos are great - free and fair use<br /> - Creative Commons images (give attribution!)<br />Sound files you record are fine, as are the ones that come with your computer<br />
  58. 58. Summer Reading<br />Movie<br />
  59. 59. How do you know what fits? <br />How to understand/use/be effective with new tools? <br /> Who has the time? <br />52<br />
  60. 60. Why do virtual channels fit teens??<br />Existing channel<br />That’s where the teens are<br />Budget friendly<br />Easily tailored to local needs<br />Potential for engagement<br />Meets teen needs (40 assets)<br />53<br />
  61. 61. Concerns with Virtual Marketing<br />Personal implications<br />Digital equity<br />Legal implications<br />Is it really so different? <br />What about schools?<br />54<br />
  62. 62. Evaluating Outcomes<br />Outputs vs. outcomes<br />Are you meeting goals?<br />Core Values/Developmental Assets<br />Measurable evidence<br />55<br />
  63. 63. 40 Developmental Assets for Adolescents<br />Provided by the Search Institute<br />56<br />Image from Microsoft clip art<br />
  64. 64. Core Competencies in Social Networking for YA Librarians<br /><ul><li>Uses Web tools and social networking communities to engage with and provide services to young adults
  65. 65. Understands and articulates the particular importance of engaging with young adults in nontraditional ways that extend beyond the physical library
  66. 66. Involves young adults in the investigation and evaluation of tools to identify those most applicable to the library’s young adult services
  67. 67. Explores the potential of social networking to connect and interact with young adults and meet their information needs</li></li></ul><li>Technology competencies related to social networking<br /><ul><li>Understands and uses common social networking and online collaboration tools
  68. 68. Locates and reads blogs and listens to podcasts; demonstrates familiarity with micro-blogging (Twitter)
  69. 69. Demonstrates familiarity with instant messaging tools (Meebo, Skype), social networking sites (MySpace, Facebook, LinkedIn, Ning) and social bookmarking (Delicious, Diigo)
  70. 70. Demonstrates familiarity with photo-sharing (Flickr, ShutterFly), music-sharing (, Pandora, iTunes) and video-sharing (YouTube)
  71. 71. Locates and follows information sources to stay informed of new technologies and social tools</li></ul>Webjunction<br />
  72. 72. More support<br />ALA Resources for Librarians About Online Social Networking<br />Including Toolkits and Advocacy Guides<br />Supporting Information Literacy and 21st Century Learners<br />AASL Standards for the 21st Century Learner<br />National Educational Technology Standards<br />Copyright in the Digital Age<br />Center for Social Media<br />Online Safety<br /> Center for Safe and Responsible Internet Use<br />59<br />
  73. 73. Suggested Reading<br />danah boyd – smart, articulate researcher who is teen-centric & teen friendly<br />Tame The Web – especially this post about managing change<br />Kevin Kelly on techno-literacy<br />60<br />
  74. 74. Inspired? Get Creative & Win!<br />Alan Sitomer has a contest for you & your teens<br />61<br />
  75. 75. Learn More<br />Connect, Create, Collaborate: Supporting Teen Needs With Technology<br />
  76. 76. Conclusions<br />“The single most important thing (you) can do in today’s digital world is to stay grounded in the rapidly changing digital landscape, stay abreast of the research and best practices, read the blogs, join the electronic discussion lists, attend the conferences, and engage others in the profession in conversations about where they are doing in their libraries to meet teens where they are: online and out in the virtual world.” (Suellentropp and Gorman, 2009)<br />
  77. 77. References<br />Rainie, Lee. 2009. “Teens and the Internet.” PowerPoint Presentation. January 9, 2009. Pew Internet & American Life project.<br />Lenhart, Purcell, Smith, Zickuhr. 2010. “Social Media and Young Adults.” Report. February 3, 2010. Pew Internet & American Life project.<br />Xplane, The Economist, et al. “Did You Know 4.0.” Video. Fall 2009.<br />64<br />
  78. 78. References<br />Wesch, Michael. “A Vision of Students Today.” Video. Spring 2007<br />Hoenke, Justin. “Using Social Media to Connect With Teens.” Blog article. Tame the Web. March 17, 2010. <br />Kessler, Sarah. “The Case for Social Media in Schools.” Blog article. Mashable. September 29, 2010.<br />
  79. 79. Save paper!<br />You can find this presentation at Slide Share<br />Photo by GD<br />