Mary Ellen Bates presentation "Creating Groupies" at the 2011 SLA Conference.

1. Creating Groupies: Info-Pro Guerilla Marketing Mary Ellen Bates BatesInfo.com SLA Annual Conference June 14, 2011

2. Hosted by:Government Info DivisionPharma & Health Tech Division BatesInfo.com 2

3. Are you tweeting today? @mebs #SLA2011 BatesInfo.com 3

4. Slide deck at BatesInfo.com/extras BatesInfo.com 4

5. We have to earn our groupies BatesInfo.com 5

6. Cleans rooms Creates a home away from home Delivers food Creates a memorable event BatesInfo.com 6

7. Does taxes Gives strategic advice Helps with my "issues" Frees me up to live richer life BatesInfo.com 7

8. What do you do that's unique? What do you do that your organization needs? Are you sure? BatesInfo.com 8

9. Features vs. benefits Features: Blah blahblahblahblahblahblahblah "Here are the parts. Figure out how to put 'em together" Benefits: "We can make you rich, beautiful and sexy, and shrink your carbon footprint to zero" 9 BatesInfo.com

10. Features vs. benefits Cataloging ILL Ref interview 10 Building info access Global prof network Client info needs assessment BatesInfo.com

11. Battling perceptions Online searching In-depth research for content Google can't find Search results Information analysis "Library school" Graduate school Bates Info.com 11

12. When you describe yourself... Is this a WHY? Or is this just a WHAT or HOW? Bates Info.com 12

13. WHY, not HOW or WHAT Are you talking about sources used? full-text vs. abstracts? or about what the client does next? Finding nothing is info! BatesInfo.com 13

14. WHY, not HOW or WHAT "We use premium databases" "We bring insights from the outside" "We provide research services" "We deliver information when decisions need to be made" 14 Bates Info.com

15. WHY, not HOW or WHAT "We are experts at organizing info" "We make critical information findable" "We offer comprehensive searches" "We reduce risk through better understanding" BatesInfo.com 15

16. "So, what do you do?" I'm a librarian / info pro / knowledge specialist I help people find and use information I provide information analysis I enable my clients to work more strategically 16 BatesInfo.com

17. Marketing vignettes Tell a story Can be anonymized ------------------------ Describe your client's situation New Product Director considering moving into the organic personal care market BatesInfo.com 17

18. Marketing vignettes What does your client get from you? I gave my client an overview of the market, with the key issues highlighted What does your client do as a result? My client decided to focus on organic baby care products, an area in which we have a clear advantage BatesInfo.com 18

19. Walk your talk To be seen as strategic, we must be accountable for the impact we have on our org's bottom line. 19 BatesInfo.com

20. Think BASF: “We don’t make the products you use. We make them better.” “We don’t make the strategic decisions. We make them better.” BatesInfo.com 20

21. Value-adding mindset Use every interaction to market teach "Would you like a monthly update on that?" "Did you know we have a search engine that's even better than Google?" "What could I do that would make this easier for you to use?" 21 BatesInfo.com

22. Speak their language How do your clients describe your service to others? "I call the info center when I need to understand the outside world." 22 BatesInfo.com

23. Build C-suite champions Support for special projects, teams New exec hires, promotions Where are those announced? Press releases? LinkedIn? BatesInfo.com 23

24. Self-promotion is not evil. 24 BatesInfo.com

25. Create a brag-ologue Keep a Word file of kudos, compliments, comments Have anecdotes for "marketing moments" Practice public speaking... really! BatesInfo.com 25

26. Strut your stuff Do, don't say What are you indispensible in? When do you lose track of the time? Volunteer for SLA! BatesInfo.com 26

27. Strut your stuff Show your passion Develop enthusiasm Take 100% responsibility which is not 100% blame BatesInfo.com 27

28. What’s the point? There’s only one you How do you want to be known? Own your public profile Differentiate yourself in the job market 28 BatesInfo.com

29. Be patient Slow-marketing movement It’s all about the networks You’re building a 3D profile 29 BatesInfo.com

30. Just be an info pro! Share resources Create podcasts Encourage interaction comments, polls, feedback, input 30 BatesInfo.com

31. Is this you in the social media? Fill in your profile! Yes, with a photo Include board and advisory work Cross-link your online personas 31 BatesInfo.com

32. But I don’t… have time Social media put your brain in the cloud This is branding have access at work Negotiate There’s an app for that 32 BatesInfo.com

33. How to build Brand You See yourself as a brand Make yourself find-able 33 BatesInfo.com

34. Add value with your profile Live-tweet a conference with content, not lunch Blog highlights of a conference Share your slide decks 34 BatesInfo.com

35. Make your profile Hooks to make you search-friendly Summary, specializations, interests, etc. Use words that work Insights, competitive, expert, value-add See Alignment Project results 35 sparkle BatesInfo.com

36. Make your profile "Dress" for the job you want, not the job you have 36 sparkle BatesInfo.com

37. Promote, don't defend "The web doesn't have anything" "The web isn't reliable" "The web is full of scam artists" We go deeper than Google, and bring you analysis you can use, not search results. 37 BatesInfo.com

38. Wear your bumper sticker Use your signature file! Entice your readers “Have you seen our Info Portal?” “Click here for our latest e-newsletter” 38 BatesInfo.com

39. How to create groupies followers, friends, links Say something interesting Give your insight, perspective Include links, with context Credit others 39 BatesInfo.com

40. How to create groupies Follow interesting people and retweet Write to be retweetable Pace yourself 2 tweets a day 1 blog post a day/week 1 status update a day 40 BatesInfo.com

41. Kiss o’ death Uni-dimensional All professional, all the time = boring Posting in the heat of the moment... 41 BatesInfo.com

42. It’s personal…. kind of Set your boundaries Be genuine MCI's Deadhead librarian Be careful what you “like” I am Sarcastic Because You are an Idiot Avoid Twitterhea 42 BatesInfo.com

43. Tips To Build Brand You Be transparent Be authentic Be generous Be accessible Be accountable Be nice 43 BatesInfo.com

44. Slide deck at BatesInfo.com/extras BatesInfo.com 44

45. Mary Ellen can be reached at +1 303.772.7095 or mbates@BatesInfo.com BatesInfo.com Blog: Librarian of Fortune.com See BatesInfo.com/ie-tipsfor free monthly e-newsletter BatesInfo.com 45