Olapr2013

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  • WENDY Research implies much about they way we must craft and target our messages. Transformations often conveyed by stories. Denning: “springboard stories”: short, hero, aha moment, urgency and action. Collect and tell them strategically. Infrastructure for our desired future: prosperity, quality of life, social cohesion. Necessity: group with the essentials. Future rather than nostalgia (though nostalgia has some appeal). Focus on the benefits in ROI terms. Rich body of evidence.
  • KEN BUDGET – GO THROUGH Cs
  • Olapr2013

    1. 1. Cool Technologies and Your Library’s PR Plan The Rest of Us Leah Krevit Rice University Stephen Abram, MLS, Dysart & Jones OLA Super Conference Toronto Jan. 31, 2013
    2. 2. Change and ChallengesThese slides will also be available at Stephen’s Lighthouse blog
    3. 3. INFLUENCE: The Basics• Public Relations• Promotion• Marketing• Lobbying• Advocacy• Sales and Selling
    4. 4. Advertising Product Personal selling Promotion Price Marketing MixPublic Relations Distribution Publicity Promotional Mix
    5. 5. 6P’s or 6C’s• Product • Content• Place • Context• Positioning • Community• Price • Collaboration• Promotion • Collegiality• PR • Coalition(s)
    6. 6. Issues• Transformation not information.• Infrastructure not institution.• Necessity not nice to have.• Future rather than past.• Return on investment (for me) not altruism for others.
    7. 7. Permission and Trust• Character• Competence• Confidence• Credibility• Congruence .
    8. 8. Is Your Library an Event? What experiences are you promoting? What’s the benefit?
    9. 9. 18+ PR Tools for Libraries1. YouTube  10.Twitter 2. Second Life  11.Instagram, Pinterest 3. MySpace  12.NowPublic 4. Facebook  13.MyBlogLog 5. Flickr, Tumblr  14.Blogging 6. Podcasts / iTunes 15.Tagging, Scanning, RSS 7. Wikipedia  16.SEO, SMO 8. Ning  17.LinkedIn / Plaxo 9. WebEx / 18.SurveyMonkey / LiveMeeting  Zoomerang 
    10. 10. Social Glue and Libraries
    11. 11. ASK YOURSELF• What is more important for value-based funding?• What tugs at the heartstrings?• 6% annual increases in circulation?• 100% increases in ILL?• 500% increases in website hits?• 1000% increases in database results?• 50% increases in customer satisfaction?
    12. 12. Or Stories?
    13. 13. 7 Tricks You Can Do Right Away• Number One:• What are your top reference questions?
    14. 14. 7 Tricks You Can Do Right Away• Number Two:• Promote your staff – FB, Tweets, web pages, photos
    15. 15. 7 Tricks You Can Do Right Away• Number Three:• Do a Signage Audit and a walkthrough• (physical and virtual with a newbie)
    16. 16. 7 Tricks You Can Do Right Away• Number Four:• Get Some Widgets (Hint: API)
    17. 17. 7 Tricks You Can Do Right Away• Number Five:• Get Jiggy with GIS.
    18. 18. 7 Tricks You Can Do Right Away• Number Six:• Go Beyond Statistics• Google Analytics• Foresee
    19. 19. What We Never Knew Before 27% of our users are under 18. 59% are female. 29% are college students. 5% are professors and 6% are teachers. On any given day, 35% of our users are there for the first time. 29% found our products via the library website. 59% found what they were looking for on their first search. 72% trusted the content more than what they found on Google. But, 81% still use Google.
    20. 20. Driving User to the Library• Website• Partners• WorldCat• iPhone App• Geo-IP measures• Etc.• Watch for more . . .?
    21. 21. 7 Tricks You Can Do Right Away• Number Seven:• Develop a STORY collection strategy
    22. 22. The thing aboutsuccess, is that it’s not about things. Or 2.0 Technology
    23. 23. Are we going to a totally build it yourself world? Imagine IKEA merging with GM...
    24. 24. Yes, this is ancient wisdom: clients arent buying your hammer, they are buying the deck of their dreams. Help them build it.
    25. 25. OK – What ishappening that will change everything?
    26. 26. “The Internet has nowprogressed to its infancy”
    27. 27. LIBRARIES COMPETE Google BooksSettlement
    28. 28. LIBRARIES COMPETE GoogleEditions:Bookstore
    29. 29. LIBRARIES COMPETESEO:Search EngineOptimizationSMO:Social Media Optimization
    30. 30. I mycustomers
    31. 31. Geo-IP LIBRARIES COMPETE
    32. 32. Top 10 Ways to Drive People tothe Library Using Social Media1. Find the Influencers 6. Video Camera Crazy2. Connect with the 7. Tweet and be Influencers Tweeted3. Motivate the 8. E-mails – yep – they Influencers still work4. Build Buzz and 9. Survey Interest 10.Measure and refine5. Kodak Moments (rinse and repeat) Bonus: Testimonials!
    33. 33. LIBRARIES COMPETETransmogrifying Containers
    34. 34. LIBRARIES COMPETEBroadband
    35. 35. The Cloud LIBRARIES COMPETE…printing…software…storage
    36. 36. The Article LIBRARIES COMPETEEconomy++ FormatAgnosticism
    37. 37. LIBRARIES COMPETEThe Yahoo!/Bing iPhone, Facebook Migration
    38. 38. Devices LIBRARIESlike iPads, COMPETE Kobo, Kindles, Fire,and Mobile
    39. 39. eBook Growth
    40. 40. Supporting the 21st Century book experience?
    41. 41. Kobo, iPad, Amazon, Apple, iPDF, etc. . . .
    42. 42. LIBRARIES COMPETEMobile
    43. 43. LIBRARIES COMPETEThe Experience
    44. 44. A Third Path
    45. 45. Context is King, not Content.Curation and Contact Rule
    46. 46. Community Stories
    47. 47. StoriesConversations
    48. 48. Stories Relationships
    49. 49. StoriesTheSocialLifeofInformation Community Networks
    50. 50. LifeStories
    51. 51. Connection Stories
    52. 52. Personalization Stories
    53. 53. Comfort
    54. 54. Simplicity
    55. 55. Learning
    56. 56. Trans-LiteracyMove beyond reading & PC skills • Reading literacy • News literacy • Numeracy • Technology literacy • Critical literacy • Information literacy • Social literacy • Media literacy • Computer literacy • Adaptive literacy • Web literacy • Research literacy • Content literacy • Academic literacy • Written literacy • Reputation, Etc.
    57. 57. These are exciting times. Choose between achieving adynamic and exciting future vision or longing for a nostalgic past.
    58. 58. The power of libraries
    59. 59. Speak Out!
    60. 60. Surprise Them!
    61. 61. toon CheShelfdesc Trust Experiments!
    62. 62. CLA Join us on the Hill!
    63. 63. Stephen Abram, MLS, FSLADysart & Jones, Lighthouse Partners Cel: 416-669-4855 stephen.abram@gmail.com Stephen’s Lighthouse Blog http://stephenslighthouse.com Twitter: sabram

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