marketing recalibrated: your library at the core of the community
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Marketing Recalibrated: Your Library at the Core of the Community. MLS Annual Meeting David Gerzof Richard November 5, 2012. About.me / DavidGerzof. I Am Not A Social Media Guru. Nobody is. Except for Maybe Nonja …. A Little About You. - PowerPoint PPT PresentationTRANSCRIPT
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Marketing Recalibrated: Your Library at the Core of the Community
MLS Annual MeetingDavid Gerzof Richard
November 5, 2012
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@DavidGerzof
About.me/DavidGerzof
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@DavidGerzof
I Am Not A Social Media Guru
Nobody is. Except for Maybe Nonja…
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@DavidGerzof
A Little About You
You’re Librarians Who Want to:• Reach new customers • Get customers to engage with your library and
community • Connect with non-library users • Let the public know that libraries provide services
and materials way beyond just books• Increase awareness and use of library assets• Increase or maintain funding and revenue streams• Prevent disruptions or closures
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How Have Libraries Been Using Social Media?
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Advocacy
#savelibraries – ‘Wot No Books’ – #buyalib
New York Public Libraryhttp://www.youtube.com/watch?v=wKB7zfopiUA
Geek the Librarywww.geekthelibrary.org
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Informational
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Educational
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How Can Your Library Use Social Media to Connect with Your Community?
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Don’t Just “Do Social Media”Think Outside The Screen
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Think Differently About Social Media
It’s All About Community
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What Makes Social Media So Different?
Traditional media: one-wayMarketing by Interruption & Intermission
Social media: two-wayMarketing by Permission
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Two Way Communications Requires You to Listen
• Build a listening post– Search.Twitter.com– Facebook Search– YouTube – Second Largest Search Engine– Google Search Integrates
Flickr, Twitter & Quora– Yelp! Search– Radian6, Social Radar,
Scout Labs, Beevolve
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Blenders are Boring
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Or Are They?
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My 3 E’s of Social Media
Experiment
Engage
Entertain
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3 E’s: Experiment
For New Platforms• Sign up for every platform• Play with it, try and break it, understand it• Investigate if you have an audience• Figure out how it can help share your storyFor Existing Platforms• Set a goal to try something new every X days• Use an measured, feedback approach…
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Measured, Feedback Marketing
Plan
ImplementMeasure
Evaluate
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What to Measure
• Engagement – Platform Analytics• Influence – Klout & Kred• Referral Traffic• Reach• Share of Voice• Sentiment
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My 3 E’s: Engage
Be Both Proactive & Reactive• Plan Ahead, Use a
Content Calendar• Ask Questions• Set up a Solid
“Rules of Engagement”• Make Sure You
Consistently Stick to it• From “Foe to Fan”
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Only When You Listen and EngageCan You Build Your Army
Your Army Will Follow Your Lead and Come to Your Aid
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My 3 E’s: EntertainContent Should be “Sharable”
“Share Tactics”• Compelling• Humor• Wit• Politeness• Uniqueness• News• Controversy• Stories
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Libraries are Masters of ContentShare it!
• Library Content = Amazing Social Media Asset
• Librarians HelpFind Answers
• They Also Tell Great Stories
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The Cost of Social Media & ROI
Return on Investmentor
Risk of Inaction
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Recap, 5 Things to Remember
• Social Media is Not New, Don’t Be Intimidated, it’s Just One More Means by Which to Connect with Community
• Think Differently, Out of the Screen”• Listen• Practice the 3 E’s of Social Media
– Experiment: Try out new platforms. – Engage: Tap into trends your audience cares about.– Entertain: Tell stories, Share Great Content
• Libraries are FULL of information, Leverage Your Content
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Marketing Recalibrated: Your Library at the Core of the Community
MLS Annual Meeting 11.5.12David Gerzof Richard
Thank You