Social Networking & Promotion of Library Services


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A lecture delivered for the PLAI-NCRC general assembly.

Interviews via email: Meinard Cruz and Rosele Masirag (Scholastic); Van Bicomong (The Learning Library); Kenneth Yu, Rayvi Sunico and Ani Almario (publishers); Mike Rivera (marketing strategist)

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Social Networking & Promotion of Library Services

  1. 1. Social Networking and Promotion of Library Services PLAI-NCR General Assembly 22 March 2010 The National Library, Manila Zarah C. Gagatiga Guest Lecturer [email_address]
  2. 2. Outline <ul><li>Part 1 - Understanding the Animal </li></ul><ul><li>Social Networking; Plus and Minus </li></ul><ul><li>Part 2 - Experts say… </li></ul><ul><li>Promotion and Marketing According to Practitioners </li></ul><ul><li>Part 3 - The “Social” Librarian </li></ul><ul><li>Library Promotions in Action </li></ul>
  3. 3. Understanding the Animal <ul><li>Answer yes (thumbs up) or no (thumbs down). </li></ul><ul><li>I have an account in Facebook. </li></ul><ul><li>Apart from FB, I am a member of other social networking sites (Twitter, LinkedIn, My Space). </li></ul><ul><li>I sign-in/log-in my account everyday. </li></ul><ul><li>I am online from 8am - 5pm, Monday to Friday. </li></ul><ul><li>The library I work in has a blog / account in a social networking site. </li></ul>
  4. 4. Social Networking <ul><li>It is the grouping of individuals into specific groups. </li></ul><ul><li>It happens in physical and virtual environments. </li></ul><ul><li>It has gained popularity via the online/ digital format. </li></ul><ul><li>Social networking sites function like a community of online users with shared interests, hobbies, religion, political beliefs. </li></ul><ul><li>People join social networking sites to get in touch with family and friends, and to “connect” professionally. </li></ul>
  5. 5. PLUS & MINUS <ul><li>Establish ties </li></ul><ul><li>Nurture friendships </li></ul><ul><li>Offer new ways to learn </li></ul><ul><li>Open doors to opportunities (business, job, etc.) </li></ul><ul><li>An avenue to present and participate in campaigns, causes, and advocacies </li></ul><ul><li>Exposure to viruses </li></ul><ul><li>Possible data theft </li></ul><ul><li>Occasional troll and predators </li></ul><ul><li>Viral spread of unreliable information </li></ul><ul><li>Addictive </li></ul><ul><li>Counter productive </li></ul>
  6. 6. Experts say.. <ul><li>Promotion is the periodic activity done to increase interest on a brand. It is the achievement of short term marketing goals. </li></ul><ul><ul><ul><li>- Mike Rivera, Marketing Strategist </li></ul></ul></ul><ul><li>Promotion is communicating activities, materials, devices, and techniques that support the marketing of a product and or idea. </li></ul><ul><ul><ul><li>Meinard Cruz, Scholastic Philippines </li></ul></ul></ul>
  7. 7. Experts say… <ul><li>Marketing is understanding how a product or service answers a particular need of a particular consumer; how the consumer will access the product or service; how much the consumer is willing to expend to do this. The end goal is to attract as many consumers of the product/service in a cost-efficient and timely manner. </li></ul><ul><ul><ul><li>Vannesa Bicomong, The Learning Library </li></ul></ul></ul>
  8. 8. Experts say… <ul><li>Marketing is encouraging someone to believe in what you believe in. </li></ul><ul><ul><ul><li>Meinard Cruz, Scholastic Philippines </li></ul></ul></ul><ul><li>Marketing is selling an idea. </li></ul><ul><ul><ul><li>Roselle Masirag, Scholastic Philippines </li></ul></ul></ul><ul><li>Marketing is an on going cycle of communication and feedback. </li></ul><ul><ul><ul><li>Rayvi Sunico, Publisher </li></ul></ul></ul>
  9. 9. In library parlance… <ul><li>Marketing the library, its services and products, would involve the awareness of its existence and what it can offer. </li></ul><ul><li>The target audience of the library is aware and knowledgeable of the purpose of the library and the services it provides them. </li></ul><ul><li>Marketing the library is communicating what the library does; what users/consumers can do in the library; and how the library’s services can benefit their lives. </li></ul><ul><li>Library users must find reason to go back to the library. </li></ul>
  10. 10. Library Marketing <ul><li>Product - the library’s services; available information in a variety of formats </li></ul><ul><li>Place - the location of the library and community it serves </li></ul><ul><li>Price - cost that the library invests in its services; time and effort of the library user/consumer </li></ul><ul><li>Positioning - what kind of library do you manage or run? </li></ul><ul><li>PEOPLE - the staff and manpower behind the library </li></ul>
  11. 11. Let’s think about it! <ul><li>Identify the following library program, service or activity if it is Marketing or Promotion. </li></ul><ul><li>Library Orientation </li></ul><ul><li>Library Bulletin or Newsletter </li></ul><ul><li>Author-Illustrator Visit </li></ul><ul><li>Current Awareness Services </li></ul><ul><li>Library Brochure and Website </li></ul><ul><li>Book/Website of the Week </li></ul><ul><li>Hands-On Media-Tech Training </li></ul>
  12. 12. Social Networking Sites <ul><li>Creates noise </li></ul><ul><li>Far-reaching </li></ul><ul><li>Technology driven </li></ul><ul><li>Cheap and convenient </li></ul><ul><li>Highly interactive </li></ul><ul><li>Limits the capacity to mobilize library users to action </li></ul><ul><li>Tracking its cost effectiveness may be difficult </li></ul><ul><li>A good communication tool for some, but not to ALL (available technology and skills; age group) </li></ul>
  13. 13. Parting Shot <ul><li>Consider formulating a marketing plan for the library where promos are spelled out </li></ul><ul><li>Know thy USER </li></ul><ul><li>Know thy LIBRARY (programs, collection, services, income generating capacity) </li></ul><ul><li>Know thy MANPOWER </li></ul><ul><li>Evaluate and measure marketing and promo activities </li></ul>