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Word-of-Mouth Marketing for Libraries
Instructor:
Ann Millerannkenneymiller@yahoo.com
An Infopeople Workshop
Summer/Fall 2009
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 What is word-of-
marketing and why you should care
Your “elevator speech”
Making the most of
social networks
Adapting word-of-
mouth success stories
What does the word
“marketing”
mean to you?
Marketing - Textbook definition:
The activities of listening to customer needs, assessing the competitive landscape and then designing and creating products and services accompanied by messages that shape audience perceptions, leading to opportunities for revenue.
Translation
Find out what they want
Give it to them at a reasonable cost
Tell them about it
You ARE a marketer, now deal with it!
From the blog, creating passionate users
http://headrush.typepad.com
Old School vs. Neo-Marketing
OLDMarketing department
NEWEveryone’s responsibility
Library controls Users have power
Library’s content Users’ content
Focus groups, surveys User feedback
Advertising Evangelizing
One way broadcasts Two-way conversations
Exercise #1
Word-Of-Mouth Bingo
What kind of relationships do you want to have with your patrons?
What is Word-of-Mouth Marketing?
Activities that generate
and amplify personal
recommendations for
your library and its
services.
Why Should I Care ?
Traditional marketing is becoming less
effective
Information overload
Skeptical public
“Narrowcasting”
Ubiquitous social media
Potential for the exponential
Message is recorded (somewhere!), no longer ephemeral
Vital for “hard-to-reach” groups
Affordable for libraries!
Technology Pumps It Up!
It All Begins With One-to-One
One-to-one is: Trusted Timely Tailored
I Thought Viral Was a Bad Thing …?
Word-of-mouth – person to person
Viral- word-of-mouth enhanced by online interactions
Buzz – Everyone is talking about it – message is no longer moving linearly.
Word-of-mouth Is Not Appropriate When:
Product is complicated
Forced, fake, or bought
Product is a dog
Creating Buzz
Let’s give them
something to talk about!
The Wow! factor
Customer care =
marketing
“Six Buttons of Buzz”
Taboo
Outrageous
Unusual
Hilarious
Remarkable
Secrets
(from Mark Hughes, Buzz Marketing)
Johnson County Library, KS
Exercise #3
Are You a Connector?
The People Who Make it Happen
“Influentials” Mavens Ambassadors Salespeople Connectors
(From Malcolm Gladwell, The Tipping Point)
Tapping Into Social Networks
Who are three “connectors” you can use to
spread your message?
“Sales people”?
Mavens?
Ambassadors?
Spreading the Word
Listening not
telling
Use the feedback
loop- even if it
hurts
Networking in Organizations
Staff
Library volunteers
Service organizations
Participate in your
community
Introducing Yourself to a New Network
Your “elevator speech”
clear, concise, compelling
no mumbo jumbo
end with invitation for interaction
You Can Only Go Up From Here…
http://www.elevatorspeech.com/index.cfm?fuseaction=videos
Your “Elevator Speech”: What can you say in the
time it takes for an elevator ride ?
Exercise #3
Sample “hooks”• We help people help themselves
• We can help you start something big
• We are Oceanside’s stimulus package and we won’t go away
• Did you know there are more libraries in the US than there are McDonalds?
• Do you know how to…?
Electronic Word-of-Mouth
Email newsletters
Blogs
MySpace, Twitter, Facebook, Flick’r,
YouTube, RSS, wikis, etc.
User expectations
Customized
Content driven
Creative
Connected
Email Newsletters Publish for pennies Opt in Privacy policy Measuring email
marketing good: Opened better: click-through best: forwarded
Writing for the Web Reading online is different than
print Users:
skip intros scan headings Register first words of headings Average 51 seconds reading an e-
newsletter
http://www.useit.com/alertbox/newsletters.html
Eye-tracking heat map
Give users the opportunity to share Forward email Bookmark a
webpage Share on social
media site
Thinking About Social Media
Social media is how people engage, participate, and share online the
experiences they leave behind. It is fundamentally changing the way we
communicate.
Power of Social Media Fosters intimacy Maintains a larger circle of
“friendships” Green Voyeuristic Addictive
Social media can help to… Offer immediacy Build relationships Create opportunities for future face-to-face
interactions Bypass traditional media Provide customer service/ solve problems Encourage participation Monitor and manage reputation
Questions to consider:
How does social media fit with goals of organization?
Who are the current customers? Who are the potential customers? What has worked and not worked in the
past? The players – who does what?
Engagement Pyramid
Curators
Producers
Commenters
Sharers
Watchers
Write a blog; upload a video
Rate a product or service; comment on a blog, write in a discussion forum
Share online video; update profile, upload photos
Watch online videos, read blogs, download podcasts
Charlene Li – It’s All About the Relationships, Marketingprofs.com
Listen then engage Participate in social media, by having
conversations Encourage interactions (polls, questions,
retweets, commenting) Respond immediately Be prepared for involvement across the
organization – PIO, customer service, administration, “behind the scenes” folks
Getting in on the conversation
Measuring Word-Of-Mouth
What is the depth of our user’s engagement? Web, email, and social media analytics Net promoter scale- How likely are you to
Exercise #4
Adapt a Case History
They may forget what you said, but they will never forget how you made them feel.
-Carl Buechner
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