This document provides an overview of Web 2.0 tools and how libraries can use them for marketing purposes. It defines key Web 2.0 concepts like RSS feeds, tagging, social bookmarking, blogging, wikis, etc. It also discusses how libraries can create social media policies and guidelines for Web 2.0 tool use. Examples are given of libraries successfully using tools like Facebook, Flickr, YouTube, and blogs. Ideas are provided for how libraries can use specific Web 2.0 tools for marketing, like creating video tutorials or crowdsourcing new ideas. Best practices emphasized include frequent updates, engaging users, and facilitating user-generated content.

1. Web2.0
Marketing with
&Jennifer Wiley Jessica Gutacker
V
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2. Web2.0“Web 2.0 is the network as platform, spanning all
connected devices; Web 2.0 applications are those
that make the most of the intrinsic advantages of
that platform: delivering software as a continually
updated service that gets better the more people use
it, consuming and remixing data from multiple sources,
including individual users, while providing their own
data and services in a form that allows remixing
by others, creating network effects through and
"architecture of participation”, and going beyond
the page metaphor of Web 1.0 to deliver rich
user experiences.”
http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html
“a perceived second generation of web-based
communities and sharing between users”
Bell, Ann. 2009. Exploring web 2.0:Second generation interactive tools. Georgetown:Katy Crossing Press.

3. Topics
http://www.fotopedia.com/items/flickr-4859806074
Overview of Web 2.0
Key Features
Web 2.0 Tools:
• RSS feeds
• tagging & folksonomy
• social bookmarking
• photosharing
• blogging/vlogging
• podcasting/vodcasting/screencasting
• wikis, social networking
• virtual environments and application
• multi-user environments
• real-time communication
Concerns
Social Media Policy
Marketing with Web 2.0 Tools
Marketing and Crowd-sourcing
Examples
Ideas for Library Use of Web 2.0
Best Practices
Resources
Sources

4. http://www.arteyfotografia.com.ar/8867/fotos/363687/
• many use multi-purpose,
open source formats
allowing for easy
modification/remixing
• dynamic, interactive
applications & interfaces
• Encourages user
participation & creation
• content is heavily user-
generated multi-media
• continuous & seamless
updating
Web2.0key features

5. “Online syndication is a technology standard
that allows any online publisher to broadcast
information on the Internet in feeds. Users
can link to the information in these feeds.“
Shuen, Amy. 2008. Web 2.0:A atrategy guide. Sebastopol: O'Reilly Media, Inc.
http://www.argazkiak.org/photo/rss/
• Content available at
the users convenience
• Used for checking news
sites, blogs, medical sites,
product pages, etc
• Provides only desired content,
eliminating the “extras”
• Simplified frequent content
updates attracts users
• Attract more users to sites/
blogs by creating an RSS feed
RSSfeedsa.k.a. content aggregators

6. “Allow users to affix descriptive labels
or keywords to content. When people
tag content collaboratively it creates a
folksonomy, essentially a bottom-up,
organic taxonomy that organizes
content on the web.”
Tapscott, Don, and Anthony D. Williams. 2006. Wikinomics:How mass
collaboration changes everything. New York: Penguin.
Jessica Gutacker
TagsFolksonomy&
• organic & social categorization
• increases “findability” of content
• updates immediately
• encourages exploration
• less expensive to maintain
than a traditional taxonomy
• spelling & variants (plurals)
are a common problem

7. W R o Y S J X V e L B x F c Q r C
SocialBookmarking
”Users save their URLs to a public
bookmarking site and tag URLs with
keywords. This practice…results in
a user-directed, amateur method of
classifying information…bookmarking
services indicate who created each
bookmark and provide access to that
person's bookmarked resources. With
that information, users can easily
make social connections with other
individuals interested in similar topics.“
Bell, Ann. 2009. Exploring web 2.0:Second generation interactive tools.
Georgetown: Katy Crossing Press.
• allows users with similar
interests to share useful
or interesting resources
• resources shared most
frequently are ranked
highest
• user generated tags makes
locating resources easier
W R o Y S J X V e t B

8. PhotosharingSocial Photography sites allow users
to, “post, share, and comment on the
photos they take.” The platforms for
hosting the photos is provided by the
company. Users do everything else.
“Users add all the content…they create
their own self-organizing classification
system for the site.
They even build most of the
applications members use to access,
upload, manipulate, and share
their content.“
Tapscott, Don, and Anthony D. Williams. 2006. Wikinomics:How
mass collaboration changes everything. New York:Penguin.
Jennie Wiley
• photos can be:
• classified into albums
• keyword tagged
• grouped into galleries
• comment streams can be
created by users & viewers
• notes and geo-tagged
data can be added to photos
O

9. Blogging
http://klearchosguidetothegalaxy.blogspot.com/2007_01_01_archive.html
• common blog types: personal,
news, activist, political,
education, technology,
corporate/industry,
celebrity, hobby
• constantly updated &archived
• comments, trackbacks &
links all contribute to an
extended readership
• each new post gets a permalink,
keeping it accessible after
archiving
• often used in professional
development & best practices
• requires frequent updates to
show life/activity; infrequent
updates discourage use
“web sites, often either personal
or focused on specific topics, that
have regular postings and maintain
a history of old postings.”
Shuen, Amy. 2008. Web 2.0:A atrategy guide. Sebastopol:O'Reilly Media, Inc.
Vlogs are video blogs
Blogs & Vlogs both have RSS syndication feeds
&vlogging

10. Podcastsscreencastsvideos• podcasts can deliver audio content
to any MP3 or computer capable of
syncing to Windows media player,
iTunes, or Real Player
• screencasts & videos can be
embedded in websites or uploaded
to sites like Youtube & Vimeo
• both target audio & video
broadcasts to unique markets
• be aware:vodcasts require
high-speed internet
“Podcasting is a process of
automatically receiving time-shifted
audio or video from a personally
selected subscription via a podcast-
enabled RSS 2.0 feed to a portable
media device through the Internet.”
Publishing finished videos to the
internet requires a Saas (ie. YouTube)
which converts, “uploaded video into
Flash format and provides a URL link or
HTML coding that can be embedded in
a Web site or blog”
Bell, Ann. 2009. Exploring web 2.0:Second generation
interactive tools. Georgetown: Katy Crossing Press

11. Wikis
“allows multiple users to create
and edit the same Web page.
It is built on the premise that
collaboration among users will
improve content over time”
Tapscott, Don, and Anthony D. Williams. 2006. Wikinomics:How mass
collaboration changes everything. New York:Penguin.
http://www.cyberlawcentre.org/unlocking-ip/blog/2007_08_01_archive.html
• captures community knowledge
through collaboration, combining
Web site & document
• relies on peer production over hierarchy
• wiki community values: openness,
peering, sharing & global action
• discussion board forums:used to
ask questions and engage in
conversation about content
and edits occurring in the wiki
V

12. ”Social networks create a new and unique
opportunity to share not only written ideas,
but visual and musical creations as well, with
everyone unbound by the physical limits
created by the location where one lives.”
Bell, Ann. 2009. Exploring web 2.0:Second generation interactive tools. Georgetown:Katy Crossing Press.
http://mediaspin.com/blog/?paged=2
• pages/groups can be developed for: products, interests, & common causes
• pages can be recommended by its friends to their friends
• friends can post content and comments are the default
• social networks are social spaces unlimited by time and distance
• social networks and other sites are beginning to include Geo-positional options
for broadcasting to your networks your real-time location.
SocialNetworking

13. • virtual environments are often multi-
player games or spaces like Second Life
• opportunity to create spaces, meet
people, and collaborate on activities
not possible in real life
• virtual applications include Google apps
& Windows Live where multiple users
can collaborate
http://www.flickr.com/photos/nmcvirtualworlds/3792112907/
Virtual environments are “3-D,
Web-based communities that
allow interaction among users
and devices” using avatars.
Tasner, Michael. 2010. Marketing in the moment:The practical guide to
using web 3.0 marketing to reach your customers first. Upper Saddle River,
New Jersey:Pearson Education, Inc.

Virtual applications can boost
productivity & efficiency through
sharing, editing, & collaborating
on documents, calendars, etc.
Virtualenvironments applications
&

14. Uses VoIP (voice over Internet protocol)
for easy and inexpensive transmission
of real-time voice communication.
Real-time communication includes
chat and instant message functions.
• options include: Skype,Twitter,
GoogleTalk, & GoToMeeting
• real time communication includes:
voice, video, & chat functions
• multiple callers/users can often
communicate simultaneously
• real time communication is included
in some virtual applications &
social networking tools
Realtimecommunication
W

15. • Content ownership in virtual spaces
• Copyright protection
• Preservation and digital archiving
• Staff time
• Staying current with the
ever-changing landscape
• Who is responsible for the
content users generate?
• Do Web 2.0 tools
reliably increase library use?
http://www.flickr.com/photos/shinealight/3021229588/
Web2.0usepause to consider...

16. SocialMediaPolicy
Review the purpose for using social media in your library
• what is the strategic goal for each tool
• why use this specific tool - match tool with service
• what resources are available & what are needed
• what style/tone is appropriate
• how will we measure success
Develop Social Media Guidelines
• what should & shouldn’t be published/shared
• set response/update frequency
• identify roles: who is responsible for what
• employ a mix of “experts” who will
coordinate authorship, IT, oversight, etc.
• determine how to address comments: positive & negative
• define aesthetic standards
Anon. 2011. A Guide to maximising your online presence April 2011. In Maximising Online Resource Effectiveness, 1-15. UK: SCA & JISC, April.
Tripathi, Manorama, and Sunil Kumar. “Use of Web 2.0 Tools in Academic Libraries: A Reconnaissance of the International Landscape.” International Information and Library Review 42, no. 3 (September 1, 2010)
addressing concerns...
Create a
Good policy will reflect your library’s culture
allaying concerns for the organization & the staff

17. “Everything Ages Fast” campaign for MaxiMídia Seminars 2010.
Created by Moma Propaganda. Illustration by 6B Estúdio.
http://cargocollective.com/maximidi/TwitterEnglish-Version
“...marketing is not simply promotion but should
reflect a service improvement and add value.”
Nesta and Mi, “Library 2.0 or Library III,” 92.
• influence & loyalty are governed by
peer opinion & recommendation
(users distrust traditional marketing)
“There is a difference between being where our
users are and being useful to our users where
they are” Koltay, “Information Literacy for Amateurs and Professionals,” 254.
• librarians’ understanding of how their patrons
use social media tools is vital to success
Tools should enhance services already being
provided
• enhance reference services by placing instant
messengers at points of need
for example, inside OPAC interfaces
• expand community meeting spaces by starting
blogs and social networking sites
Anon. 2011. A Guide to maximising your online presence April 2011. In Maximising Online Resource Effectiveness, 1-15. UK:SCA & JISC, April.
Constantinides, Efthymios, and Stefan J Fountain. “Web 2.0:Conceptual Foundations and Marketing Issues.” Journal of Direct, Data and Digital Marketing Practice 9, no. 3 (February 1, 2008)
Tripathi, Manorama, and Sunil Kumar. “Use of Web 2.0 Tools in Academic Libraries:A Reconnaissance of the International Landscape.” International Information and Library Review 42, no. 3 (September 1, 2010)
Web2.0tools
Marketing

18. Starbucks is an excellent example
of effective crowdsourcing
MarketingCrowdsourcing&
Starbucks Coffee Company & Barnes & Noble facebook pages
Pull in outsider ideas to co-create with
social media: instant focus group
• why? democratic decision making,
balances interests, potential to boost
user engagement/participation, develop
a greater variety of creative ideas
• cultivate participants
• concise content
• capture interest first, then fill in details
• be consistent, to alleviate user confusion
• offer incentives for participation
Decisions are never final.
Use social media to grow with your audience,
know your audience & better target your message
Chakravorti, Bhaskar. 2010. “Stakeholder Marketing 2.0.” Journal of Public Policy & Marketing 29 (1): 97-102. doi:10.1509/jppm.29.1.97.
Constantinides, Efthymios, and Stefan J Fountain. “Web 2.0: Conceptual Foundations and Marketing Issues.” Journal of Direct, Data and Digital Marketing Practice 9, no. 3 (February 1, 2008)

19. Library Facebook Pages:
The Huntington Library and Gardens:
excellent showcasing
Columbus Metropolitan Library:
great graphics and images
Multnomah County Library: tons of fans
New York Public Library: great fan page
Library Blogs:
Academic Librarian
Library Garden
The Merry Librarian
The “M” word - Marketing Libraries
Flickr Streams:
Library of Congress photo stream
Boston Public Library Photostream
The library stream (ilovelibraries.com)
Library videos/channels:
Toronto Public Library
http://www.youtube.com/user/torontopublic
library?ob=0&feature=results_main
New York Public Library
http://www.youtube.com/user/NewYorkPu
blicLibrary?ob=0&feature=results_main
Folger Library
http://www.youtube.com/user/FolgerLi
brary?ob=0&feature=results_main
The Unquiet Library
http://www.youtube.com/user/theunqui
etlibrary?ob=0&feature=results_main
exemplary
Web2.0
libraries
use of
in

20. • open a video channel with tutorials on how to download library e-books or,
search the catalog/databases. Post videos of special events, story-time
and craft demonstrations, including virtual tours of the library
• form a “virtual coffee house,” to generate new ideas & listen to user interests
• start a photostream of visiting authors, renovations, volunteers and staff,
community/school events, virtual tours of the library and don't forget
to tag & share them!
• create a blog with an RSS feed to promote new items, discuss books,
authors, library issues, tips for researching, upcoming programs
• build a social networking page advertising upcoming events, lectures,
guest speakers, tutorials, book groups, take surveys/polls, co-create/
participate in new library planning, even provide point of need reference
services. Start conversations and engage opinions
• use a social bookmarking site to share url’s for research, reference,
and reader’s advisory purposes
• form a Wiki where staff, faculty, & students create the content
• cultivate participants by identifying incentives and applying them as motivation
incentive samples (for authoring a new library tag-line): publicly credit the
author of the winning idea, grant them library “friend‘”status, or
forgive library fines for a year
Library
Web2.0
tools
Ideas for
use of

21. BestPractices• find marketing opportunities by freely experimenting with current and new technologies
• assemble & circulate a social web policy/guide to library workers
• create an authentic message
• follow & measure Web 2.0 tool usage
• establish & maintain Web 2.0 tools whereby individual staff assume responsibility
for & coordinate between a variety of roles for different areas of expertise
• update frequently
• reach & inform online opinion leaders (bloggers, podcasters, etc) about your services/products
• make tools findable to search engines by describing content accurately & thoroughly.
(titles, descriptions, keywords, tags, etc.)
• know your audience
• be humble, be open, be honest
• ‘listen-in’ to customer voice
• actively seek one-on-one engagement/interaction/feedback
• build community:offer users ability to connect with & exchange information with peers
• shape web architecture (2.0) around point of user need, “help users become successful”
• provide convenient, personalized, value rich services & products
• create flyers on library’s Web 2.0 tools to distribute to new patrons or at orientation
• offer courses on using Web 2.0 tools (boost usage by teaching/showing what’s available)
• Facilitate user generated content
Anon. 2011. A Guide to maximising your online presence April 2011. In Maximising Online Resource Effectiveness, 1-15. UK:SCA & JISC, April.
Constantinides, Efthymios, and Stefan J Fountain. “Web 2.0:Conceptual Foundations and Marketing Issues.” Journal of Direct, Data and Digital Marketing Practice 9, no. 3 (February 1, 2008)
Kaplan, Andreas M., and Michael Haenlein. 2010. Users of the world, unite!The challenges and opportunities of social media. Business Horizons 53 (1)
Parise, S., and P. J. Guinan. 2008. Marketing using web 2.0. Paper presented at Hawaii International Conference on System Sciences, Proceedings of the 41st Annual Waikoloa, HI.
Tripathi, Manorama, and Sunil Kumar. “Use of Web 2.0 Tools in Academic Libraries:A Reconnaissance of the International Landscape.” International Information and Library Review 42, no. 3 (September 1, 2010)

22. RSS
http://www.feedzilla.com/
http://www.toucanmultimedia.com
/rssmaker.php
http://www.rapidfeeds.com/
http://www.feedyes.com/
Tag
http://tagcloud.com/
http://www.artviper.net/texttagcloud
http://tagcrowd.com/
http://tagcloud.oclc.org
Social Bookmark
http://digg.com/
http://www.stumbleupon.com/
http://www.reddit.com/
http://pinterest.com/
http://www.buzzfeed.com/
http://www.delicious.com/
http://www.fark.com/
http://slashdot.org/
http://friendfeed.com/
http://www.diigo.com/
Wiki
http://www.wikispaces.com/
http://www.wiki.com/
http://pbworks.com/
http://www.wikia.com/Wikia
Photoshare
http://www.flickr.com/
http://photobucket.com/
http://picasa.google.com/
http://www.snapfish.com/snapfish/
http://www.flickr.com/
http://photobucket.com/
http://picasa.google.com/
http://www.snapfish.com/snapfish/
Blog/Vlog
http://www.blogger.com
http://wordpress.com/
http://tumblr.com/
https://posterous.com/
http://www.weebly.com/
http://www.youtube.com/
http://vimeo.com/
Podcast/Screencast/Video
http://vimeo.com/
http://www.youtube.com/
http://www.techsmith.com/jing.html
http://www.screencast-o-matic.com/
http://www.viddler.com/
http://www.dailymotion.com/us
Social Network
http://www.facebook.com/
https://twitter.com/
http://www.linkedin.com/
http://www.myspace.com/
https://plus.google.com/
http://www.deviantart.com/
http://www.livejournal.com/
http://www.tagged.com/
http://www.orkut.com/
Virtual Environment/App
http://www.google.com/apps/intl/en/
business/index.html
http://secondlife.com/
http://www.whyville.net/smmk/nice
http://www.meez.com/
http://www.kaneva.com/
http://www.imvu.com/
Real Time Communication
http://www.skype.com/
https://plus.google.com/
http://www.google.com/talk/
http://www.gotomeeting.com/fec/
http://flashmeeting.e2bn.net/
http://www.zoho.com/meeting/
Web2.0Resources

23. • Anon. 2011. A Guide to maximising your online presence April 2011. In Maximising Online Resource Effectiveness, 1-15.
UK: SCA & JISC, April.
• Chakravorti, Bhaskar. 2010. “Stakeholder Marketing 2.0.” Journal of Public Policy & Marketing 29 (1): 97-102.
doi:10.1509/jppm.29.1.97.
• Constantinides, Efthymios, and Stefan J Fountain. “Web 2.0:Conceptual Foundations and Marketing Issues.” Journal of Direct,
Data and Digital Marketing Practice 9, no. 3 (February 1, 2008):231–244.
• Bell, Ann. 2009. Exploring web 2.0:Second generation interactive tools. Georgetown:Katy Crossing Press.
• Bughin, Jacques, Michael Chul, and Andy Miller. 2009. How companies are benfitting from web 2.0:Mckinsey global survey results.
McKinsey on Business Technology(17) (Autumn):10-7.
• Kaplan, Andreas M., and Michael Haenlein. 2010. Users of the world, unite!the challenges and opportunities of social media.
Business Horizons 53 (1) (0):59-68.
• Koltay, Tibor. 2011. “Information literacy for amateurs and professionals:The potential of academic, special and public libraries.”
Library Review 60 (3) (January 1): 246-257. doi:10.1108/00242531111117290.
• Nesta, Frederick, and Jia Mi. 2011. “Library 2.0 or Library III:returning to leadership.” Library Management 32 (1/2) (January 1): 85-97.
doi:10.1108/01435121111102601.
• O'Reilley, Tim, and John Battelle. 2009. Web squared:Web 2.0 five years on. Paper presented at Web 2.0 Summit, .
• Parise, S., and P. J. Guinan. 2008. Marketing using web 2.0. Paper presented at Hawaii International Conference on System Sciences,
Proceedings of the 41st Annual Waikoloa, HI.
• Qualman, Erik. 2009. Socialnomics:How social medis transforms the way we live and do business. Hoboken, New Jersey:John Wiley
and Sons, Inc.
• Shuen, Amy. 2008. Web 2.0:A atrategy guide. Sebastopol:O'Reilly Media, Inc.
• Sodt, Jill M., and Terri Pedersen Summey. 2009. Beyond the library's walls: Using library 2.0 tools to reach out to all users. Journal of
Library Administration 49 (1-2) (02/26; 2012/02): 97-109, http://dx.doi.org/10.1080/01930820802312854.
• Tapscott, Don, and Anthony D. Williams. 2006. Wikinomics:How mass collaboration changes everything. New York:Penguin.
• Tasner, Michael. 2010. Marketing in the moment:The practical guide to using web 3.0 marketing to reach your customers first. Upper
Saddle River, New Jersey:Pearson Education, Inc.
• Tripathi, Manorama, and Sunil Kumar. “Use of Web 2.0 Tools in Academic Libraries:A Reconnaissance of the International Landscape.”
International Information and Library Review 42, no. 3 (September 1, 2010):195.
Sources