social media as a tool for information access, stewardship, and advocacy
DESCRIPTION
By developing a comprehensive communications plan which includes social media strategies, libraries can firmly establish their 21st century relevance to become academic and cultural hubs of the community. Public relations, marketing and fundraising strategies must be coordinated to include Web 2.0 technology and social networking. Particularly in challenging economic times, the real potential for libraries in embracing social media lies in community building and advocacy with the goal of raising money as just one part of a larger public relations strategy. Present at ALADN Conference, March 22, 2010, by Mark Mattison, MPA, Advancement Officer, University of Missouri-Kansas City and Sharon L. Bostick, Ph.D. Dean of Libraries, University of Missouri-Kansas CityTRANSCRIPT
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Sharon L. Bostick, Ph.D.Dean of Libraries
University of Missouri - Kansas [email protected]
Mark Mattison, MPAAdvancement Officer
University of Missouri - Kansas [email protected]
2010 ALADN Conference - Santa Monica March 22, 2010
Social Media as a Tool for Information Access,
Advocacy, and StewardshipCase Study: UMKC Libraries
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ABOUT UNIVERSITY OF MISSOURI - KANSAS CITY
• In the Middle of the Middle
2010 ALADN Conference - Santa Monica March 22, 2010
• 1 of 4 Univ. of Missouri schools• Founded in 1933• Urban campus• 12 schools on two campuses• 50+ majors & programs• 3917 faculty/staff• 14,818 Students
• 63% undergraduate• 37% graduate• 993 international
• 96,068 alumni2009 data
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ABOUT UMKC LIBRARIES
Branches:Health Sciences Library Dental LibraryMiller Nichols Library
Music Media LibraryMarr Sound ArchivesLaBudde Special Collections
(Leon E. Bloch Law Library)
“Virtual Library” - Online Resources
2010 ALADN Conference - Santa Monica March 22, 2010
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ABOUT UMKC LIBRARIES
MissionThe University Libraries is an essential partner in intellectual discovery, knowledge creation, and empowerment.
Discovery. Knowledge. Empowerment.Vision
The University Libraries is a national model of excellence, exemplified in its physical and virtual prominence as the academic and cultural hub of UMKC.
Values• We value and respect the individual• We value working together• We value the creation and preservation of information• We value the power of sharing knowledge
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Findings:+ Highly-rated services + Exceptional staff - Invisibility
STEWARDSHIP & ADVOCACY
2010 ALADN Conference - Santa Monica March 22, 2010
Strategic Planning• Survey Key Stakeholders
• Students• Faculty & Staff• Community members
Stewardship & Advocacy• TRADITIONALLY DEFINED: Strengthening relationships with existing donors
• Recognition, improved meaningful & ongoing communication• Educating & encouraging stakeholders to speak & act favorably on our behalf.
• EXPANDED DEFINITION: Initiate & cultivate relationships with future donors.• Cultivation & stewardship are inextricably linked.• Find & engage users and stakeholders where they live.• Multidirectional communication & education
• We are source of help, information, support.• We earn & appreciate reciprocated support.
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COMMUNICATIONS PLANNING
Online Information Conference December 3, 2009
GOALS
1 - Raise visibility.
2 - Rebrand to update image• put a face on library services• emphasize human aspect and relevance.
3 - Tailor message and delivery to each stakeholder group.
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YESTERDAY TODAY TOMORROW
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RAISE VISIBILITY
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2010 ALADN Conference - Santa Monica March 22, 2010
REBRAND LIBRARIES
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From Social Marketing Philanthropy Midwest Conference, Mark Logan, November 2009
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SOCIAL NETWORKS
2010 ALADN Conference - Santa Monica March 22, 2010
Personal Page
Mascot Page
Library Fan Page
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SOCIAL NETWORKS
Linked In
2010 ALADN Conference - Santa Monica March 22, 2010
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MEDIA SHARING
2010 ALADN Conference - Santa Monica March 22, 2010
flickr
YouTube
SlideShare
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MEDIA SHARING
WebCam
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CONTENT & CONVERSATION
2010 ALADN Conference - Santa Monica March 22, 2010
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CONTENT & CONVERSATION
Yammer
Libraries’ Wikis
2010 ALADN Conference - Santa Monica March 22, 2010
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CONTENT & CONVERSATION
Blogs
2010 ALADN Conference - Santa Monica March 22, 2010
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CONTENT & CONVERSATION
LibGuides
2010 ALADN Conference - Santa Monica March 22, 2010
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MONITORING TOOLS
2010 ALADN Conference - Santa Monica March 22, 2010
Google Reader
Google Alerts
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CONTENT & CONVERSATION
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CONTENT & CONVERSATION
Survey Monkey
2010 ALADN Conference - Santa Monica March 22, 2010
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EXPANDING YOUR NETWORK
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USAGE STATISTICS
2010 ALADN Conference - Santa Monica March 22, 2010
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2010 ALADN Conference - Santa Monica March 22, 2010
CHALLENGES & NEXT STEPS
Challenges• Time• Changing technology• Measuring effectiveness
Next Steps• Enhance our Site
• Apps & Mash-ups• Text-a-Librarian• Virtual Tour• Mobile Site• Mobile App
• Educate, coordinate & collaborate with colleagues
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INTEGRATE. INTEGRATE. INTEGRATE.
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UMKC LIBRARIES RESOURCESUMKC Libraries • Web Site – https://library.umkc.edu• News Blog - http://library.umkc.edu/blog/news-blog• Friends of the Library Blog - http://friends.library.umkc.edu/• Strategic Plan – http://library.umkc.edu/sites/library.umkc.edu/files/files/publications/ul-strategic-plan-2008-2013.pdf• LibGuides - http://libguides.library.umkc.edu/• Construction Web Cam - http://oxblue.com/pro/open/umkc/millernicholslibraryFacebook • group/”fan” page – http://www.facebook.com/UMKC.Libraries• admin/”friend” page - http://www.facebook.com/joeyrooYoutube page – http://www.youtube.com/umkclibrariesTwitter page –http://twitter.com/umkclibrariesSlideshare page - http://www.slideshare.net/UMKCLibrariesFlickr page – http://www.flickr.com/photos/umkclibrariesDelicious page - http://delicious.com/UMKCULibsLinked-In group page – http://www.linkedin.com/groups?home=&gid=2022465&trk=anet_ug_hm&goback=.ana_2022465_1244755346951_3_1
AddThis – http://www.addthis.com/SurveyMonkey – https://www.surveymonkey.comGoogle Alerts - http://www.google.com/alertsGoogle Reader – https://www.google.com/readerBit.ly - http://bit.lyYammer - https://www.yammer.comSocialOoph - http://www.socialoomph.com/Tweetdeck - http://tweetdeck.com/
2010 ALADN Conference - Santa Monica March 22, 2010