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Marketing with Web 2.0

Marketing with Web 2.0. A freewheeling discussion, brought to you by ML2SIG. Some guiding principles. Identify your audience Don’t underestimate word of mouth Follow the blogs in your field; participate occasionally Be authentic Know the etiquette. Marketing experiments at MLibrary.

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Marketing with Web 2.0

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  1. Marketing with Web 2.0 A freewheeling discussion, brought to you by ML2SIG

  2. Some guiding principles • Identify your audience • Don’t underestimate word of mouth • Follow the blogs in your field; participate occasionally • Be authentic • Know the etiquette

  3. Marketing experiments at MLibrary • Announcing the Millionth Digitized Book • Launching Paul Courant’s blog • Playing with Flickr: Pre-Shelf Life of Library Materials and Banned Books Week photosets • Selling “Owning the Olympics”

  4. Announcing the Millionth Digitized Book • Sent a press release to traditional news outlets • Threw a party • Put a link on the Library Gateway • Several UM librarians blogged about it • Offered several different online entry points • Central website with all the supporting materials • Photoset on Flickr • Statistics slideshow in Slideshare http://www.lib.umich.edu/news/millionth.html

  5. Launching Au Courant • Started with a hot topic (Google Book Search) • Sent personalized messages to a few widely-read bloggers who write about GBS • Put a note in the Library Newsletter, encouraged MLibrarians to tell their friends

  6. Flickr Photosets: Pre-Shelf Life and Banned Books Week • Announcement in the Library Newsletter • Images on the flat screens in Hatcher • Links on the Library Gateway • MLibrarians blogged • A note to Jessamyn West @ librarian.net

  7. Selling “Owning the Olympics” • NetVibes page • Messages to news bloggers • Homepage at digitalculture.org • Press release about launch of free, online, Open Access version • A blog for the editor and contributors of the book

  8. Resources • Library Success Wiki: http://www.libsuccess.org/index.php?title=Marketing • Seth Godin’s marketing blog: http://sethgodin.typepad.com/seths_blog • South by Southwest podcasts: http://2008.sxsw.com/coverage/podcasts/ • PR 2.0: http://www.briansolis.com

  9. Questions for Discussion • How do I choose a marketing plan for my event/website/project? • Which is better: a targeted campaign or a broad one? • How do I know if my marketing efforts are working?

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