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Social Networking Strategies and Library 2.0


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Presentation by Peter Atkinson. Presented at KULT in Hamilton on November 18, 2011

Published in: Technology, Design
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Social Networking Strategies and Library 2.0

  1. 1. Social Networking Strategies and Library 2.0 Your Presenter: Peter Atkinson
  2. 2. What’s So Great About Web 2.0?• Allows people to connect more deeply than other communications tools; distance doesn’t mean separation• Sites offer free access to drive usage, charge for additional services; barriers to entry fall• Allows artists, writers, artisans, businesses, not-for-profits to connect with new and existing customers around the world; location becomes almost irrelevant
  3. 3. Why Does Web 2.0 Matter?• 2 billion people online worldwide; 28 million in Canada, or 84.3% of the population• 71% of Canadians average 45 hours/week online - more than they spend watching television• CheckFacebook. Com; almost 17 million, or just over 50%, of Canadians have Facebook accounts o There are almost 800 million Facebook users worldwide; if it were a country, it would be the third largest in the world. o The fastest growing segment of users is those 55 years of age and over• Approximately 24 hours of video is added to YouTube every minute; it is the second most popular search engine after only Google• In 2010, an average of 43 new articles were added to Wikipedia every hour• Wikipedia: 14.6 million articles in 260 languages, (3.4 million in English ) o Encyclopædia Britannica Online:120,000 English-only articles• Just watch...
  4. 4. The Opportunities for Libraries1. Contact, Connect Engage o Patrons o Not just a Facebook page, a way to communicate and tell our story o Non-Patrons o Not just a Facebook page, a way to get more teens into the library o Community o Not just a Facebook page, a way to partner with local groups to promote your community2. Library 2.0 in Your Community o Enrich community by driving innovation, communication, creativity o Local small business, entrepreneurs, cultural organizations, artists & artisans, local government3. Libraries Create Their Own Future
  5. 5. Putting Library 2.0 to Work for You
  6. 6. Contact, Connect, Engageo Marketing! • Understanding what patrons want and communicating the products and services that best match thato Branding!o Channels & Contento Increase patron knowledge and understanding of, and their affinity for, the libraryo Limitless opportunities to communicate with your patrons; new channels and lots to share
  7. 7. Contact, Connect, Engage• Tell your story! o Announce new arrivals AND link to: • The book in your catalogue • Read-alikes and other works by the same author in the catalogue • Online print reviews • A YouTube video of the author doing a reading or an interview • A Flickr photo tour of the book setting or the author’s hometown o Facebook – respond helpfully to comments
  8. 8. Keys to Success• High quality content: Timely, authentic, relevant, useful• Organization! o Consistent online presence:, o Security: o Create a content calendar • Add guidelines if multiple posters• Establish a consistent schedule whenever possible, (day of week, time of day)
  9. 9. Channels: The Big 3• Website: Digital Core o Design – poor design reflects on organization o Search ‘Web Design Best Practices’, make any changes possible• Facebook o Has become a must-have• Blog o Easier if you are/have a writer o OK to post links to other relevant content
  10. 10. Other Channels• Twitter: Twitter-Lite?• Video; YouTube, Vimeo• Photos; Flickr, Photobucket, Picasa• Geo-Location; Foursquare, Gowalla, Google Places, Yelp, Scvngr• QR Codes; deliver depth to your info
  11. 11. And in Conclusion…• You don’t compete, but you are in a competitive environment• Tell your story before someone else does o You tell it best• Don’t leave a vacuum for other people to fill o Often negatives• Connect to engage patrons
  12. 12. Library 2.0 in Your Community• Share Web 2.0 tools o Help people achieve dreams, goals o Library drives artistic, business, tourism, cultural development• Puts the library at the heart of the community• The smaller/more remote your community the bigger the potential gains
  13. 13. Library 2.0 in Your Community• Artists & Artisans o Build a website with Wix, Weebly, Moonfruit,, Wordpress or Tumblr o Sell handicrafts on Etsy, Ponoko o Build a webstore with Payvment, Goodsie or Storenvy to sell on Facebook o Create art with Aviary, Sumopaint, Inkscape, Gimp o Design and create your own fabric with Spoonflower o Create product designs at Flip, SoleCreator or SneakArt, NikeID o Print and sell your art on anything from t-shirts to skateboards at Cafe Press and Zazzle
  14. 14. Library 2.0 in Your Community• Photographers o Promote a portfolio on Tumblr, or with a website o Sell prints on Etsy, Ponoko o Sell photos as stock images on iStockphoto and Shutterstock o Build a webstore with Payvment, Goodsie or Storenvy to sell on Facebook o Store photos on Flickr, Photobucket o Edit photos with Fotoflexer, Flickr, Picnic o Add fun effects with Dumpr, BeFunky o Add paint-type effects with psykopaint o Create photobooks on Flickr, Blurb, Lulu o Create tilt shift effects with Tiltshift o Create photo mosaics at AndreaPlanet o Create seamless panoramic images with Autostitch and Clevr o Resize multiple images for uploading with Fotosizer or SmushIt
  15. 15. Library 2.0 in Your Community• Writers o Write with and organize with Storybook, Protagonize o Self-publish on Lulu, Blurb o Create a blog on Wordpress, Six Apart or Blogger; use Zemanta to find free images o Create illustrated children’s stories with Storybird, MeeGenius, ePubBud o Build an audience at Scribd o Hone your craft at Fickly and 50WordStories o Upload books as e-books and sell on Amazon using the Kindle Direct Publishing tool or use Calibre to convert to ePub for Kobo o Create your own comic strip with Strip Generator o Publish your own magazine with issuu or Press Jack o Contribute to Kibin to access their free editing service
  16. 16. Library 2.0 in Your Community• Businesses o Create a listing for Google Places, Four Square, Gowalla, BrightKite o For restaurants, let customers pay with their cell phones via Tabbed Out, list restaurant menus on or build a website using Bistro Square o Let customers schedule appointments on Tungle o Create a loyalty program with Punch Tab or Punchd o Manage your business with free web-based tools at Google Docs, Microsoft Skydrive or Zoho o Manage your books with FreshBooks or Mint o Create professional invoices with o Collaborate online with Notable, Flowdock of Freedcamp o Deliver professional looking business proposals with Proposable o Create electrical or system diagrams, flow and organizational charts with Gliffy and LovelyCharts o Create PDF forms at FillanyPDF o Create memorable presentations with Prezi o Create e-business cards and e-flyers with Hyplet o Accept payment online with Payvment, Pay Pal o Build a webstore with BigCartel, goodsie or storenvy o Accept payments by mobile phone with Zong o Stay organized with, RemembertheMilk and Evernote o Host webinars and remote presentations with Vyew, Tokbox, Skype o Organize your trips with TripIt o Backup and share important documents with Dropbox, SugarSync or o Create customer surveys with Survey Monkey o Use Mail Chimp to manage, build and send marketing emails
  17. 17. Library 2.0 in Your Community• Music and Video Financial o Create a TV show at Viddler, ubroadcast backers & o Create a YouTube Channel Product Design: o Edit videos with Clip Converter or Lightworks Kickstarter o Edit and convert file formats or create ringtones with Audacity Quirky o Compose at JamStudio or Ujam o Write music using MuseScore o Create and share a radio station on o Build an audience by adding music to o Sell music on iTunes, Amazon and more with Tunecore, Bandcamp and Nimbit o Build custom Facebook pages with RootMusic o Build a webstore with Payvment to sell on Facebook, goodsie or storenvy o Create web tutorials with Greenshot, 5min, Screenr, ScreenJelly, Screentoaster• Heritage & Cultural Organisations o Build your own website with Wix, Weebly, Google Sites, Wordpress, Moonfruit o Create online maps of local sites/cemeteries/historical architecture with Google Maps o Build your own website with Wix, Weebly, Google Sites , Moonfruit o Accept donations online with o Sell tickets with Eventbrite o Share photos, videos, interviews online through the many channels available
  18. 18. Getting Things Done
  19. 19. Building Support• Identify a problem/opportunity• Identify a solution• Craft a vision• Build a plan but sell the sizzle o Elevator Pitch
  20. 20. Evaluate Resources• Simple approach for small projects, more detailed for larger• Resources are finite but not necessarily fixed• Include the abilities and interests of both staff and volunteers
  21. 21. Beloit College Survey• Each year provides a comparative review of the world/arts/culture of the freshman class• For the class of 2014:  Czechoslovakia has never existed  They have never worried about a Russian missile strike  John McEnroe has never played professional tennis  ‘Viewer Discretion’ has always been a warning on TV shows  American companies have always done business in Vietnam  Fergie is a pop singer, not a princess  They never twisted the coiled handset wire aimlessly around their wrists while chatting on the phone
  22. 22. Change!• People Don’t Like Change!• Rate of Change is accelerating o Medieval peasant wouldn’t have a hard time adjusting to 1900; still an agrarian society, limited pervasive technology o Someone from 1970 would struggle today; HIV, human rights advances, terrorism, Internet & computers, recycling o William Gibson; future is here, there is no present time• Constant state of mild anxiety; what’s unknown? What’s coming next?• People Don’t Like Change o Really? • Got married • Went to school • Moved • Changed jobs • Had children
  23. 23. Dealing With Change• People don’t like IMPOSED change• Change Management; considered one of the most important skills today o Regain Control: o Educate yourself; get the facts o If possible, become part of the process o Make an informed decision, avoid pure emotional evaluation o Reframe: o How critical is it that you like this new thing? o Does it improve a process? o Learning new things keeps work interesting o Accept: o Only way to improve something is to change it o Decisions are made for many reasons; understand the big picture o You will get comfortable with the new thing in time
  24. 24. Building Your Plan Ready, Fire, Aim? or Ready, Aim, Fire?
  25. 25. Choosing Projects• Answer the 5 Ws: o What is the project and what resources are needed? o Why are you doing this? (The outcome) o Who is involved? (Who this is for - e.g. Staff, Teens, Local Historians - and who will actually do it?) o Where will it be?, (Where will people experience it, e.g. your website, Facebook, public computers login screen) o Make sure the channel fits your target audience o When does it need to be ready? (Any time constraints, e.g. a connection to a particular event, a start and an end date?
  26. 26. Planning• Define the scope! 1) Set Goals & Objectives 2) Identify Tools 3) Evaluate resources 4) Decide how you’ll measure success 5) Build and implement your plan 6) Evaluate and communicate
  27. 27. Goal Setting• If we know what’s important we can prioritize• If everything’s important, nothing’s important• Don’t ignore the big picture of what’s important to your library, your community
  28. 28. Decide How You’ll Measure Success• Try to control this – match the outcome to your project vision• Use data over opinion whenever possible, (“A lot of people said they liked it” vs. “85% of our responses were positive”)• Multiple measures is ok; e.g. visits & shares, views & requests for a copy• Time element is ok, (X after 30 days, Y after 60 days, Z after 90 days)
  29. 29. Evaluate and Communicate• You’ll have sceptics to overcome and interested parties to encourage• Use your measures of success• Don’t leave a vacuum• Keep stakeholders informed; communicate even small wins• Even bad news means you understand your project
  30. 30. Pilot Projects• Can be useful, low-pain ways to gain support• One at a time• Keep it simple• 90 days max: end it, change it to a new pilot project or make it official
  31. 31. Next Steps- Go play; Experiment with free stuff connected to something you’re passionate about- Experiment to understand website design principles; click on logo for homepage, search in top right, right-click, hover- overs- Worried about privacy? What are you really giving away? (compared to say, the phonebook)- Figure out what level of tech is right for your library & resources- Find a local artist/student/charity/business to mentor/partner with on a project
  32. 32. And Finally…• The best way to predict the future…• Just because you can’t do everything…• If you feel uncomfortable, you might be on the right track• Ask for help; use resources• Do something