Word of Mouth Marketing

Word-of-Mouth Marketing for Libraries Instructor: Ann Miller [email_address] http://otherannmiller.blogspot.com/ An Infopeople Workshop

This Workshop Is Brought to You By the Infopeople Project Infopeople is a federally-funded grant project supported by the California State Library. It provides a wide variety of training to California libraries. Infopeople workshops are offered around the state and are open registration on a first-come, first-served basis. For a complete list of workshops, and for other information about the project, go to the Infopeople website at infopeople.org.

Workshop Overview ,[object Object],[object Object],[object Object],[object Object],[object Object]

Introductions ,[object Object],[object Object],[object Object],[object Object]

Marketing - Textbook Definition: ,[object Object]

Translation ,[object Object],[object Object],[object Object]

Four P’s of the Marketing Mix ,[object Object],[object Object],[object Object],[object Object]

You ARE a marketer, now deal with it! From the blog, creating passionate users http://headrush.typepad.com

Old School vs. Neo-Marketing OLD Marketing department NEW Everyone’s responsibility Library controls Users have power Library’s content Users’ content Focus groups, surveys User feedback Advertising Evangelizing One way broadcast Two-way, iterative conversation

Exercise #1 Word-Of-Mouth Bingo

What is Word-of-Mouth Marketing? ,[object Object]

Why Should I Care ? ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Technology Pumps It Up!

It All Begins With One-to-One ,[object Object],[object Object],[object Object],[object Object]

I Thought Viral Was a Bad Thing …? ,[object Object],[object Object],[object Object]

Word-of-mouth Is Not Appropriate When: ,[object Object],[object Object],[object Object]

Creating a Buzz ,[object Object],[object Object]

“ Six Buttons of Buzz” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

From David McCusker and American River College Library’s Chimes newsletter: “In an attempt to minimize the inevitable confusion between JSTOR and J-Kwon, we’ve prepared this handy chart for quick reference for you and your students:” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Exercise #2 Adapt a Case History

The People Who Make it Happen ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Exercise #3 Are You a Connector?

Tapping Into Social Networks ,[object Object],[object Object],[object Object],[object Object]

Spreading the Word ,[object Object],[object Object],[object Object],[object Object],[object Object]

Audience expectations ,[object Object],[object Object],[object Object],[object Object]

Napa Valley Register – comment on a story

The Long Tail ,[object Object]

Networking in Organizations ,[object Object],[object Object],[object Object],[object Object]

Networking Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Introducing Yourself to a New Network ,[object Object],[object Object],[object Object],[object Object]

You Can Only Go Up From Here… ,[object Object]

Not so good… Hi, my name is Ann Miller and I am head of Collection Development for Boring Public Library. My job is to expedite the workflow of our catalogers and cataloging techs and to purchase digital and print collections that provide reciprocal and parallel functionality with the other partners in our consortium.

Sample “Hooks” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Your “Elevator Speech”: What can you say in the time it takes for an elevator ride ? Exercise #5

Electronic Word-of-Mouth ,[object Object],[object Object],[object Object]

Writing for the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Eye-tracking heat map

Email Newsletters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Example of an E-newsletter Report

Library Blog: Why? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Qualities of a Blogger ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Link Building ,[object Object],[object Object],[object Object]

Writing a link request ,[object Object],[object Object],[object Object],[object Object],[object Object]

Contra Costa County Library on MySpace

Individual Librarian on MySpace

Boston Public Library on Wikipedia

St. Joseph County PL on YouTube http://www.youtube.com/watch?v=vrtYdFV_Eak

Wikipedia Discussion about Boston PL

http://www.youtube.com/watch?v=vrtYdFV_Eak

Exercise #6 Write Your Action Plan

Word of Mouth Marketing

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