Marketing Library Services Using Web 2.0

Lori Reedlibrarytrainer.com

August 6, 2009

Learning Objectives

By the end of today’s session you will:

Be familiar with the most useful Web 2.0 tools for marketing libraries

Have ideas for using Web 2.0 tools for marketing your own library services

Use information provided to create a plan for marketing library services and resources.

What is marketing?

Marketing is that function of the organization that can:

Keep in constant touch with the organization’s consumers

Read their needs Develop products that meet these needs Build a program of communications to

express the organization’s purposes.

What is marketing?

Connecting users/customers/patrons with library services.

http://flickr.com/photos/topekalibrary/3290806503/

Traditional Marketingvs.

2.0 Marketing

4 P’s of Marketing

1. Product

2. Pricing

3. Placement

4. Promotion

1. Consumer

2. Collaboration

3. Convenience

4. Community

4 C’s of Marketing 2.0

Build a Marketing Plan

1. Identify a need.

2. Research.

3. Identify the audience.

4. Identify objectives. Output or outcome?

5. Craft your message.

6. Find the right platform/tools.

7. Develop a plan.

8. Evaluate. How will you know what worked?

Step 1: Identify a need

Step 2: Research

http://flickr.com/photos/auntie/3043374405/

Step 3: Identify the audience

http://flickr.com/photos/chelmsfordpubliclibrary/466320126/

Step 4: Identify objectives

http://flickr.com/photos/78239079@N00/2182366965/

Step 5: Craft your message

http://flickr.com/photos/russandlori/2422692763/

Step 6: Find the right platform/tools

Step 7: Develop a plan

http://flickr.com/photos/russandlori/3288947251/

Step 8: Evaluate

http://flickr.com/photos/heidigoseek/73168858/

Build a Marketing Plan

1. Identify a need.

2. Research.

3. Identify the audience.

4. Identify objectives. Output or outcome?

5. Craft your message.

6. Find the right platform/tools.

7. Develop a plan.

8. Evaluate. How will you know what worked?

Can your users find you?

What services do you offer?List yourself in those directories

What are people saying about you? Google

Google alerts google.com/alerts

Technorati technorati.com

Feedster feedster.com

Bloglines bloglines.com

Twitter search search.twitter.com

You Tube

Google Alerts

gotoweb20.net

Tips Keep content up to date

Don’t underestimate staff time

Utilize teens, volunteers, interns

Stick to your message

Duplicate content in multiple places to save time

Connect with users in their spaces: blogs, MySpace, Facebook, twitter

Resources

Seven Strategies for Marketing in a Web 2.0 World by Darlene Fichter, http://www.infotoday.com/mls/mar07/Fichter.shtml

DavidLeeKing.com authored by David Lee King

LibrarianinBlack.net authored by Sarah Houghton-Jan

Questions?

Lori Reedemail: reedlori@gmail.com

web: librarytrainer.com