Marketing Library Services with Web 2.0
This document provides an overview of using Web 2.0 tools to market library services. It defines marketing as keeping in touch with customers to understand their needs and develop products and communications to meet those needs. The document contrasts traditional marketing approaches with Web 2.0 marketing, which focuses on collaboration, convenience and community rather than just product, price, placement and promotion. It then outlines an 8-step process for developing a Web 2.0 marketing plan, including identifying needs, researching the audience, setting objectives, crafting messages, choosing tools, implementing, and evaluating effectiveness. Specific Web 2.0 tools are also suggested for finding an audience and monitoring discussions online.
Marketing Library Services with Web 2.0
- 1. Marketing Library Services Using Web 2.0November 17, 2009@LoriReedlibrarytrainer.com
- 2. Learning ObjectivesBy the end of today’s session you will:Be familiar with the most useful Web 2.0 tools for marketing librariesHave ideas for using Web 2.0 tools for marketing your own library servicesUse information provided to create a plan for marketing library services and resources.
- 3. What is marketing?Marketing is that function of the organization that can:Keep in constant touch with the organization’s consumers
- 5. Develop products that meet these needs
- 6. 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/
- 8. 4 P’s of Marketing4 C’s of Marketing 2.0ProductPricingPlacementPromotionConsumerCollaborationConvenienceCommunity
- 11. Build a Marketing PlanIdentify a need.Research.Identify the audience.Identify objectives. Output or outcome?Craft your message.Find the right platform/tools.Develop a plan.Evaluate. How will you know what worked?
- 12. Step 1: Identify a need
- 14. Step 3: Identify the audiencehttp://flickr.com/photos/chelmsfordpubliclibrary/466320126/
- 15. Step 4: Identify objectiveshttp://flickr.com/photos/78239079@N00/2182366965/
- 16. Step 5: Craft your messagehttp://flickr.com/photos/russandlori/2422692763/
- 17. Step 6: Find the right platform/tools
- 18. Step 7: Develop a plan http://flickr.com/photos/russandlori/3288947251/
- 20. Build a Marketing PlanIdentify a need.Research.Identify the audience.Identify objectives. Output or outcome?Craft your message.Find the right platform/tools.Develop a plan.Evaluate. How will you know what worked?
- 21. Can your users find you?
- 23. What services do you offer?List yourself in those directories
- 35. What are people saying about you?Google Google alerts google.com/alertsTechnorati technorati.comFeedster feedster.comBloglines bloglines.comTwitter search search.twitter.comYou Tube
- 36. Google Alerts
- 37. gotoweb20.net
- 38. TipsKeep content up to dateDon’t underestimate staff timeUtilize teens, volunteers, internsStick to your messageDuplicate content in multiple places to save timeConnect with users in their spaces: blogs, MySpace, Facebook, twitter
- 39. ResourcesSeven Strategies for Marketing in a Web 2.0 World by Darlene Fichterhttp://www.infotoday.com/mls/mar07/Fichter.shtmlDavidLeeKing.com authored by David Lee KingLibrarianinBlack.net authored by Sarah Houghton-JanThe M Word http://themwordblog.blogspot.com