Web 2.0 Marketing


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Presentation for TLA Staff Development Workshop.

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  • Tagging on Facebook means that you show up in more news feeds
  • That is to say, when you tag people in an album or they become a fan of your page, their friends see it and it has viral potential.
  • Twitter is not as popular as Facebook, but may be just as useful for libraries
  • Web 2.0 Marketing

    1. 1. If You Tweet It, They Will Come Library Marketing in a 2.0 World Caitlin Shanley Instructional Design and Technology Librarian @ UTC TLA Staff Development Workshop October 27, 2009
    2. 2. "The rules of marketing have changed. Do libraries know that?" Michael Casey and Michael Stephens "Library PR 2.0" Library Journal , 10/15/2008
    3. 3. Changing models for library services The Web isn't the only 2.0 in town <ul><ul><li>repositories for books </li></ul></ul><ul><ul><li>quiet </li></ul></ul><ul><ul><li>designed to serve users </li></ul></ul><ul><ul><li>analog/print </li></ul></ul><ul><ul><li>tethered to physical space </li></ul></ul>Library 1.0 Library 2.0     <ul><ul><li>community centers </li></ul></ul><ul><ul><li>collaborative </li></ul></ul><ul><ul><li>driven by users </li></ul></ul><ul><ul><li>digital  </li></ul></ul><ul><ul><li>accessible from a distance </li></ul></ul>
    4. 4. Changing models for library marketing Different modes for different models <ul><ul><li>newsletters </li></ul></ul><ul><ul><li>mailings </li></ul></ul><ul><ul><li>flyers </li></ul></ul><ul><ul><li>displays </li></ul></ul><ul><ul><li>bulletin boards </li></ul></ul>Library 1.0 Library 2.0     <ul><ul><li>blogs </li></ul></ul><ul><ul><li>&quot;events&quot; </li></ul></ul><ul><ul><li>banner ads  </li></ul></ul><ul><ul><li>status updates and tweets </li></ul></ul><ul><ul><li>online photo albums </li></ul></ul>
    5. 5. Why move marketing to the web? <ul><ul><li>79% of American adults used the internet in 2009, up from 67% in Feb. 2005. </li></ul></ul><ul><ul><li>46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005. </li></ul></ul><ul><ul><li>65% of teens 12-17 use online social networks as of Feb 2008, up from 58% in 2007 and 55% in 2006. </li></ul></ul>Amanda Lenhart &quot;Adults and Social Network Websites&quot; Pew Internet and American Life Project, 1/14/2009
    6. 7. What are the expectations of 2.0 patrons? <ul><ul><li>the Web is both readable and writeable </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Web content will be easy to understand </li></ul></ul><ul><li>  </li></ul><ul><ul><li>the Web will provide specific information, relevant to a variety of their interests </li></ul></ul><ul><li>  </li></ul><ul><ul><li>the Web documents other people's opinions and experiences </li></ul></ul>
    7. 8. How do we know what people want? http://www.unshelved.com
    8. 9. Fundamental elements of Web 2.0 Marketing Keeping patrons up to date Publicizing events Sharing stories ...among others.
    9. 10. Sharing stories Blogs <ul><ul><li>Connect with your community by creating content that is interesting to local folks.  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Provide general information that will be helpful to a large number of library users. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>...while also showcasing unique information about your collections, staff, spaces, and services. </li></ul></ul>
    10. 14. Sharing stories Flickr <ul><ul><li>Patrons are part of your brand - let them represent themselves! </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Show folks that weren't at the event that library events are fun, and well attended! </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Create photo albums to showcase special and distinctive items in your collection. </li></ul></ul>
    11. 17. Publicizing events Facebook <ul><ul><li>As of August 2009, Facebook was the most popular online social network for American adults 18 and older. </li></ul></ul>Amanda Lenhart &quot;Adults and Social Network Websites&quot; Pew Internet and American Life Project, 1/14/2009
    12. 18. Publicizing events Facebook <ul><ul><li>Facebook News Feeds automatically publish your content to friends-of-friends.  </li></ul></ul><ul><ul><ul><li>Updates streamline the process of alerting all of your fans at once </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Facebook aggregates different media in one place (photos, events, news). </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Facebook allows patrons to voice their concerns (and lets you address them directly!). </li></ul></ul>
    13. 19. Facebook Groups...
    14. 20. ...versus Fan pages.
    15. 22. Keeping patrons up to date Twitter <ul><ul><li>What is Twitter? </li></ul></ul><ul><ul><ul><li>a &quot;microblogging&quot; tool that allows users to create posts of 140 characters or fewer </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Why Twitter? </li></ul></ul><ul><ul><ul><li>faster than blogging (to write AND to read) </li></ul></ul></ul><ul><ul><ul><li>can be plugged into other places on your site </li></ul></ul></ul><ul><ul><ul><li>helps promote and keep track of trends </li></ul></ul></ul><ul><ul><ul><li>free advertising for your content and services </li></ul></ul></ul>
    16. 23. Keeping patrons up to date Twitter <ul><ul><li>Advertise events, both in the library and in the local community. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Document events in real time using text and pictures (TwitPic). </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Discuss news in a personal voice that patrons can relate to. </li></ul></ul>
    17. 27. Avoid common problems Develop a social marketing plan/policy <ul><ul><li>Stay active to prevent spam </li></ul></ul><ul><ul><li>Enact policies for photo posting and tagging </li></ul></ul><ul><ul><li>Have a communication plan </li></ul></ul><ul><ul><ul><li>Justify your need to innovate </li></ul></ul></ul><ul><ul><ul><li>Create measurable goals and objectives </li></ul></ul></ul><ul><ul><ul><li>What is your key message? </li></ul></ul></ul><ul><ul><ul><ul><li>How do you want your library to be viewed? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Who is your target audience? </li></ul></ul></ul></ul>Adapted from The Campaign for America’s Libraries - @ your library™ Toolkit for Academic and Research Libraries American Library Association, 2003
    18. 28. Avoid common problems Keep staff up to date <ul><ul><li>Helene Blowers' 23 Things </li></ul></ul><ul><ul><ul><li>&quot; a self-discovery program which encourages staff to take control of their own learning and to utilize their lifelong learning skills through exploration and PLAY&quot; </li></ul></ul></ul><ul><ul><li>Lupton Library Learning 2.0 </li></ul></ul><ul><ul><ul><li>Prizes </li></ul></ul></ul><ul><ul><ul><li>Continuing education credits </li></ul></ul></ul><ul><ul><ul><li>Opportunities to network within library departments </li></ul></ul></ul>Helene Blowers Learning 2.0 - About http://plcmcl2-about.blogspot.com/
    19. 29. Avoid common problems Adopt early and often <ul><ul><li>Don't fear failure! </li></ul></ul><ul><ul><ul><li>Many Web 2.0 tools are FREE </li></ul></ul></ul><ul><ul><ul><li>Signing up for new services can be a small investment for a big payoff  </li></ul></ul></ul>
    20. 30. 5 ways to achieve user engagement Nirvana <ul><ul><li>Say the stuff in your head: if you disagree with something, say it. </li></ul></ul><ul><ul><li>You have to give to get: you have to give participation to get participation </li></ul></ul><ul><ul><li>Ask and ye shall receive: ask for input, solicit participation </li></ul></ul><ul><ul><li>Listen first: listen to what users are telling you before jumping in with responses </li></ul></ul><ul><ul><li>Dangle a carrot: tempt people to engage (offer something for responses like cutting fines, free coffee, etc.) </li></ul></ul>David Lee King, as paraphrased by Sarah Houghton-Jan http://librarianinblack.net/librarianinblack/2009/10/il2009microinteractions.html
    21. 31. Thanks!       Caitlin Shanley caitlin-shanley@utc.edu www.lib.utc.edu www.facebook.com/UTCLibrary www.slideshare.net/luptonlibrary