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Marketing Library Services

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Webinar for NEFLIN on August 6, 2009 on marketing library services using Web 2.0 tools.

Published in: Education, Business

Marketing Library Services

  1. 1. Marketing Library Services Using Web 2.0 Lori Reed librarytrainer.com August 6, 2009
  2. 2. Learning Objectives <ul><li>By the end of today’s session you will: </li></ul><ul><li> Be familiar with the most useful Web 2.0 tools for marketing libraries </li></ul><ul><li> Have ideas for using Web 2.0 tools for marketing your own library services </li></ul><ul><li> Use information provided to create a plan for marketing library services and resources. </li></ul>
  3. 3. What is marketing? <ul><li>Marketing is that function of the organization that can: </li></ul> Keep in constant touch with the organization’s consumers  Read their needs  Develop products that meet these needs  Build a program of communications to express the organization’s purposes.
  4. 4. What is marketing? <ul><li>Connecting users/customers/patrons with library services. </li></ul>http://flickr.com/photos/topekalibrary/3290806503/
  5. 5. Traditional Marketing vs. 2.0 Marketing
  6. 6. 4 P’s of Marketing <ul><li>Product </li></ul><ul><li>Pricing </li></ul><ul><li>Placement </li></ul><ul><li>Promotion </li></ul><ul><li>Consumer </li></ul><ul><li>Collaboration </li></ul><ul><li>Convenience </li></ul><ul><li>Community </li></ul>4 C’s of Marketing 2.0
  7. 9. Build a Marketing Plan <ul><li>1. Identify a need. </li></ul><ul><li>2. Research. </li></ul><ul><li>3. Identify the audience. </li></ul><ul><li>4. Identify objectives. Output or outcome? </li></ul><ul><li>5. Craft your message. </li></ul><ul><li>6. Find the right platform/tools. </li></ul><ul><li>7. Develop a plan. </li></ul><ul><li>8. Evaluate. How will you know what worked? </li></ul>
  8. 10. Step 1: Identify a need
  9. 11. Step 2: Research http://flickr.com/photos/auntie/3043374405 /
  10. 12. Step 3: Identify the audience http://flickr.com/photos/chelmsfordpubliclibrary/466320126/
  11. 13. Step 4: Identify objectives http://flickr.com/photos/78239079@N00/2182366965/
  12. 14. Step 5: Craft your message http://flickr.com/photos/russandlori/2422692763/
  13. 15. Step 6: Find the right platform/tools
  14. 16. Step 7: Develop a plan http://flickr.com/photos/russandlori/3288947251/
  15. 17. Step 8: Evaluate http://flickr.com/photos/heidigoseek/73168858/
  16. 18. Build a Marketing Plan <ul><li>1. Identify a need. </li></ul><ul><li>2. Research. </li></ul><ul><li>3. Identify the audience. </li></ul><ul><li>4. Identify objectives. Output or outcome? </li></ul><ul><li>5. Craft your message. </li></ul><ul><li>6. Find the right platform/tools. </li></ul><ul><li>7. Develop a plan. </li></ul><ul><li>8. Evaluate. How will you know what worked? </li></ul>
  17. 19. Can your users find you?
  18. 21. What services do you offer? List yourself in those directories
  19. 31. What are people saying about you? <ul><li> Google </li></ul><ul><li> Google alerts google.com/alerts </li></ul><ul><li> Technorati technorati.com </li></ul><ul><li> Feedster feedster.com </li></ul><ul><li> Bloglines bloglines.com </li></ul><ul><li> Twitter search search.twitter.com </li></ul><ul><li> You Tube </li></ul>
  20. 32. Google Alerts
  21. 33. gotoweb20.net
  22. 34. Tips <ul><li> Keep content up to date </li></ul><ul><li> Don’t underestimate staff time </li></ul><ul><li> Utilize teens, volunteers, interns </li></ul><ul><li> Stick to your message </li></ul><ul><li> Duplicate content in multiple places to save time </li></ul><ul><li> Connect with users in their spaces: blogs, MySpace, Facebook, twitter </li></ul>
  23. 35. Resources <ul><li> Seven Strategies for Marketing in a Web 2.0 World by Darlene Fichter , http://www.infotoday.com/mls/mar07/Fichter.shtml </li></ul><ul><li> DavidLeeKing.com authored by David Lee King </li></ul><ul><li> LibrarianinBlack.net authored by Sarah Houghton-Jan </li></ul>
  24. 36. Questions? <ul><li>Lori Reed </li></ul><ul><ul><li>email: [email_address] </li></ul></ul><ul><ul><li>web: librarytrainer.com </li></ul></ul>

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