Upload
amy-bradley
View
1.277
Download
0
Embed Size (px)
DESCRIPTION
Geri Bodeker and I are students at San Jose State University's School of Library and Information Science. This is a presentation we gave on March 26, 2011 on Word of Mouth Marketing Trends in Libraries.
Citation preview
Word-of-Mouth Marketing
Trends in Marketing the Library…the Next Three Years
Geri Bodeker and Amy Bradley LIBR 283-01 – Marketing of Information Products and Services
Introduction – Team WOMM
Geri BodekerSan Bruno, California
Amy BradleyGresham, Oregon
What Ignites Word-of-Mouth Marketing?
SPEED!
“I told two friends…and they told two friends…and so on and so on”…
“Wow! Thanks! Amazingly fast 8 minute turnaround! This helps us in Urgent Care since we treat a lot of MRSA cellulitis. With service like this, you are going to get really popular around here!” - PhysicianSource: Barber, P., & Wallace, L. K. (2010). Building a
buzz: libraries & word-of-mouth marketing. Chicago: American Library Association.
Build Relationships: Library Liaisons
Physicians Nurses Health Care Professionals
Faculty Students Administrators
“Garry told me that you can direct me to several resources on cultural competency” – ABSN student
Hospitals and Medical Centers
Colleges and Universities
Librarian as Narrative-Based Marketer and Story Teller
LibGuides Presentations 1:1 Tutoring Meetings with staff and faculty Classes Elevators and hallways Cafeteria Community partnerships Blackboard
Source: Germano, M. (2010). Narrative-based library marketing: Selling your library's value during tough economic times. The Bottom Line V. 23 No. 1 (2010) P. 5-17, 23(1), 5-17.
Source: Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: realistic solutions for the overworked librarian. Chicago: American Library Association.
Discover Your Personal Brand
“The Information Sherpa”
“The Nomad”
“The Donald”
“Winning”
“Geri, You WIN so hard” – ABSN student
Source: Barber, P., & Wallace, L. K. (2010). Building a buzz: libraries & word-of-mouth marketing. Chicago: American Library Association.
Be a Friend to Your Patrons
Patrons First
Events
Technology
Create passionate users of the Library
“Every time I want to get out, they PULL me back in!” – Al Pacino
“Hey, what’s up Geri?” - Pharmacist
Opportunities for Marketing
Value-Added Content, Service, Quality, and Access
Building a Solid Reputation for Saving Patrons Time and Money
Source: Circle, A. (2009). Marketing trends to watch. Library Journal, 134(16), 26-29.
Source: De Rosa, C., Cantrell, J., Carlson, M, et al. (2011). Perceptions of Libraries, 2010: Context and Community. Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrieved from http://www.oclc.org/reports/2010perceptions.htm
Click on the pictures – OCLC report and NLM promotional materials
Marketing Predictions – Libraries - 2015
Medical Libraries the “Library as Place” will still be highly valued
Source: Lindberg, D., & Humphreys, B. (2005). 2015--the future of medical libraries. The New England Journal Of Medicine, 352(11), 1067-1070. Retrieved from EBSCOhost.
Source: News: Embedded Librarians - Inside Higher Ed. (2010, June 9). Home - Inside Higher Ed . Retrieved March 5, 2011, from http://www.insidehighered.com/news/2010/06/09/hopkins
Academic Libraries the “Embedded Librarian” will become valued
Word of Mouth Marketing in a Digital Environment
Libraries are engaging in many strategies and tactics designed to encourage word of mouth among both library users and non-users:
Strategies: Transparency Emotion Positioning Services at digital
points of need Tactics: Social Networking Blogs Mobile Marketing
“Digital service to information is no longer a novelty, it's an expectation” -L. Carlucci Thomas, 2011(2011). Carlucci Thomas, L. Libraryjournal.com. “2010 Movers and Shakers.” Retrieved from http://www.libraryjournal.com/csp/cms/sites/LJ/LJInPrint/MoversAndShakers/profiles2010/moversandshakersthomas.csp
Transparency
Be honest with users about where the library is, where it is going, and how it will get there. Engage users in online discussions about important library issues.
“Don't hide behind “happy talk” PR when an honest voice is much stronger and more memorable.” -Michael Casey & Michael Stephens, 2008.
Emotional Connection
Initiating an emotional connection with users will go a long way toward interesting them in what they library has to offer.
“A handshake is one widely recognized form of greeting in many cultures. It's meant to be a warm, friendly gesture, asking for nothing more than welcome and acceptance.” -DeFino, 2009
Position services at Digital Points of Need
Market the library’s programs and services at across a range of platforms, and at online points of need—including outside the library -Michael Casey & Michael Stephens, 2008.
Slam the Boards!
Social Networking Sites
“It's no longer possible to control a solitary message from one central
location... if you don't participate in the story, it will be told without you.”
-Michael Casey & Michael Stephens, 2008
Facebook offers libraries an opportunity to advertise new programs and services, interact with users in a virtual space, and get instant and individualized feedback.
Twitter offers an opportunity to speak directly to users, generate instant polls, and bring patrons to the library
website.
Library Blogs
Libraries that blog
Librarian In Black
Library of Congress
Multnomah County Library ‘s Reader’s Advisory blog
Mobile Marketing
QR Codes Bridge the
Gap between Physical
and Digital Collections
85% of Americans own a cell phone—and people are texting now more than ever.
Virtual Reference: text 66746
Mobile Library Apps
Questions?
References
American Library Association. (2011). 2010 top ten trends in academic libraries: A review of the current literature. ACRL Research Planning and Review Committee. Retrieved on February 18, 2011 from http://crln.acrl.org/content/71/6/286.short
American Library Association. (April 2010). The State of America’s Libraries. Retrieved on February 18, 2011 from http://www.ala.org/ala/newspresscenter/mediapresscenter/americaslibraries/ALA_Report_2010-ATI001-NEW1.pdf.
Barber, P., & Wallace, L. K. (2010). Building a buzz: Libraries & word-of-mouth marketing. Chicago: American Library Association.
Brookes, A. J. (February 8, 2011). New Hootsuite case study: New York Public Library success. Retrieved from http://blog.hootsuite.com/hootsuite-case-study-new-york-public-library/ Circle, A. (2009). Marketing trends to watch. Library Journal, 134(16), 26-29.
Defino, F. (2009). Emotional marketing triggers right response. B to B, 94(6), 7. Retrieved from http://search.proquest.com/docview/209378050?accountid=10361
De Rosa, C., Cantrell, J., Carlson, M, et al. (2011). Perceptions of Libraries, 2010: Context and Community. Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrieved from http://www.oclc.org/reports/2010perceptions.htm
Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: realistic solutions for the overworked librarian. Chicago: American Library Association.
ReferencesCarlucci Thomas, L. (2011) Libraryjournal.com. “2010 Movers and Shakers.” Retrieved
on March 14, 2011 from http://www.libraryjournal.com/csp/cms/sites/LJ/LJInPrint/MoversAndShakers/
profiles2010/moversandshakersthomas.csp
Casey, M. & Stephens, M. (November 15, 2008)."The Transparent Library: Six Signposts on the
Way." Libraryjournal.com. Retrieved on February 1, 2011 from http://www.libraryjournal.com/article/CA6611609.html?industryid=47356
Casey, M. & Stephens, M. (October 15, 2008). "Library PR 2.0." Libraryjournal.com. Retrieved on February 1,
2011 from http://www.libraryjournal.com/article/CA6602856.html
De Rosa, C., Cantrell, J., Carlson, M, et al. (2011). Perceptions of Libraries, 2010: Context and Community.
Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrieved from http://www.oclc.org/reports/2010perceptions.htm
Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: realistic solutions for the overworked
librarian. Chicago: American Library Association.
Germano, M. (2010). Narrative-based library marketing: Selling your library's value during tough economic
times. The Bottom Line V. 23 No. 1 (2010) P. 5-17, 23(1), 5-17.
References
Hadro, J. (February 25, 2011). HarperCollins Puts 26 Loan Cap on Ebook Circulation. Libraryjournal.com Retrieved from http://www.libraryjournal.com/lj/home/889452-264/harpercollins_caps_loans_on_ebook.html.csp
Hadro, J. and Flakoff, F. (March 1, 2011). HarperCollins, OverDrive Respond as 26 Loan Cap on Ebook Debate
Heats Up. Libraryjournal.com. Retrieved from http://www.libraryjournal.com/lj/home/889500-264/harpercollins_overdrive_respond_as_26.html.csp
Hendrix, D. et al. (2009). Use of Facebook in academic health sciences libraries. Journal of the Medical Library
Association, January 97(1): 44–47. doi: 10.3163/1536-5050.97.1.008. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2605034/
Lindberg, D., & Humphreys, B. (2005). 2015--the future of medical libraries. The New England Journal Of Medicine, 352(11), 1067-1070. Retrieved from EBSCOhost.
News: Embedded Librarians - Inside Higher Ed. (2010, June 9). Home - Inside Higher Ed . Retrieved March 5,
2011, from http://www.insidehighered.com/news/2010/06/09/hopkins
Stephens, M. “Trends Tech 2010 for Librarians.” Retrieved on February 18, 2011 from http://www.slideshare.net/mstephens7/trends-tech-2010-for-librarians
Word of Mouth Marketing Association. (2010). Word of Mouth Marketing 101. Retrieved on March 19, 2011
from http://womma.org/wom101