Social Media, Marketing & Public Libraries

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This keynote presentation by Darren Sharp, senior consultant at Collabforge (www.colabforge.com) was delivered to the Digital Marketing Seminar on social media for public libraries. Hosted by LibMark in Melbourne on 23rd October 2009.

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Social Media, Marketing & Public Libraries

  1. 1. collaboration :: cooperation :: coordination Social Media, Marketing & Public Libraries Darren Sharp, Senior Consultant Twitter: @dasharp 23 October 2009 :: LibMark Digital Marketing Seminar :: Melbourne
  2. 2. Company Profile • Collabforge was formed in 2007 • Web strategy and IT development for collaborative engagement • Collaboration process improvement: analysis and integration of best practice tools and process • Experience in delivering mission critical, high-profile Web 2.0 initiatives
  3. 3. Whatʼs going on? the read/write web web 2.0 social media self-organisation user-led innovation social networking collective intelligence an architecture for participation
  4. 4. Social Media: Australian snapshot Australians are early adopters of Social Media Three-quarters of Australian online adults now use social media, and one-quarter create their own content (Forrester Research) Source: Noble, Steven (2008). 'Australian Adult Social Technographics Revealed'. Forrester Research. http://www.forrester.com/Research/Document/Excerpt/0,7211,46786,00.html
  5. 5. Internet Use: Australian snapshot 35-44 year olds represent the largest demographic online at 2.3 million Even the 45-55 age group outnumber the 18-24 age group Source: Matthew Hodgson http://magia3e.wordpress.com/2009/07/15/social-media-not-just-for-the-young/
  6. 6. How has marketing changed? Traditional Social Media Push Pull One-to-many Many-to-many On message Conversational Command & Control Peer-to-peer Static Generative
  7. 7. Social Media: Connection People, data, events and issues Mashups, Open Access, PSI, APIs http://www.hcplc.org/hcplc/liblocales/
  8. 8. Social Media: Community The power of group-forming networks Self-organisation Identity representation Common purpose Trust & reputation
  9. 9. Community Community the power of group-forming networks
  10. 10. Social Media: Context Interpret, find, personalise and complement
  11. 11. #hashtags User-generated filtering
  12. 12. Social Media: Co-creation Co-creation amplify the distributed production of resources
  13. 13. Coordinating new forms of value In our media 2.0, web 2.0, post-media, post-scarcity, small- is-the-new-big, open-source, gift-economy world of the empowered and connected individual, the value is no longer in maintaining an exclusive hold on things. The value is no longer in owning content or distribution. The value is in relationships. The value is in trust. Jeff Jarvis (2005) ‘Who wants to own content?’
  14. 14. What are these new (and not so new) forms of value? sharing reputation collaboration attention transparency trust authenticity openness
  15. 15. The Public Library Challenge! 1) Connect with your community via Social Media
  16. 16. The Public Library Challenge! 1) Connect with your community via Social Media 2) Provide access to open data, tools and APIs
  17. 17. Open Access to PSI
  18. 18. The Public Library Challenge! 1) Connect with your community via Social Media 2) Provide access to open data, tools and APIs 3) Build engaging user communities
  19. 19. Build a tribe!
  20. 20. The Public Library Challenge! 1) Connect with your community via Social Media 2) Provide access to open data, tools and APIs 3) Build engaging user communities 4) Enable crowdsourcing
  21. 21. NLA: Australian Newspapers Digitisation Program http://newspapers.nla.gov.au/ndp/del/home ‘Many Hands Make Light Work: Public Collaborative OCR Text Correction in Australian Historic Newspapers’ by Rose Holley
  22. 22. The Public Library Challenge! 1) Connect with your community via Social Media 2) Provide access to open data, tools and APIs 3) Build engaging user communities 4) Enable crowdsourcing 5) Facilitate the acquisition of new literacies
  23. 23. Summary • Social media has transformed traditional marketing - pull-driven, many-to-many, conversational, p2p & generative • Emergence of new social affordances - connection, community, context & co-creation • New value systems are emerging - sharing, collaboration, openness, reputation & trust • Libraries are rich in social objects - you can provide the right conditions for “tribes” to flourish • Libraries are only going to become more important - our communities need your informational leadership!
  24. 24. Thank you! Darren Sharp, Senior Consultant Collabforge +61 (0)419 314 655 Darren.Sharp@Collabforge.com Twitter: @dasharp

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