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Marketing Recalibrated: Your Library at the Core of the Community

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.

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Marketing Recalibrated: Your Library at the Core of the Community

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  1. Marketing Recalibrated: Your Library at the Core of the Community MLS Annual Meeting David Gerzof Richard November 5, 2012

  2. About.me/DavidGerzof

  3. I Am Not A Social Media Guru Nobody is. Except for Maybe Nonja…

  4. 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

  5. How Have Libraries Been Using Social Media?

  6. Advocacy Geek the Library www.geekthelibrary.org New York Public Library http://www.youtube.com/watch?v=wKB7zfopiUA #savelibraries – ‘Wot No Books’ – #buyalib

  7. Informational

  8. Educational

  9. How Can Your Library Use Social Media to Connect with Your Community?

  10. Don’t Just “Do Social Media”Think Outside The Screen

  11. Think Differently About Social Media It’s All About Community

  12. What Makes Social Media So Different? Traditional media: one-wayMarketing by Interruption & Intermission Social media: two-wayMarketing by Permission

  13. 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

  14. Blenders are Boring

  15. Or Are They?

  16. My 3 E’s of Social Media Experiment Engage Entertain

  17. 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 story For Existing Platforms Set a goal to try something new every X days Use an measured, feedback approach…

  18. Measured, Feedback Marketing Evaluate Plan Measure Implement

  19. What to Measure Engagement – Platform Analytics Influence – Klout & Kred Referral Traffic Reach Share of Voice Sentiment

  20. 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”

  21. Only When You Listen and EngageCan You Build Your Army Your Army Will Follow Your Lead and Come to Your Aid

  22. My 3 E’s: EntertainContent Should be “Sharable” • Compelling • Humor • Wit • Politeness • Uniqueness • News • Controversy • Stories “Share Tactics”

  23. Libraries are Masters of ContentShare it! Library Content = Amazing Social Media Asset Librarians HelpFind Answers They Also Tell Great Stories

  24. The Cost of Social Media & ROI Return on Investment or Risk of Inaction

  25. 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

  26. Thank You Marketing Recalibrated: Your Library at the Core of the Community MLS Annual Meeting 11.5.12 David Gerzof Richard Dave@BIGfishmarket.com

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