Marketing Library Weblogs Blog University September 18, 2005 Arlington, VA Presented by: Jill...
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Transcript of Marketing Library Weblogs Blog University September 18, 2005 Arlington, VA Presented by: Jill...
Marketing Library Weblogs
Blog UniversitySeptember 18, 2005
Arlington, VAPresented by: Jill Stover, Undergraduate Services
Librarian, Virginia Commonwealth University Libraries
“Marketing is about spreading ideas, and spreading ideas is the single most important
output of our civilization.”-Seth Godin, All Marketers Are Liars: The Power of Telling
Authentic Stories in a Low-Trust World, 2005
Marketing is a way of thinking that puts our patrons and their needs at the forefront of everything we do in a strategic, focused
way.
Marketing Matters
Marketing Library Weblogs © 3
What I hope you’ll learn
1. What the marketing concept is about and why it’s important
2. How the marketing concept directly relates to blogs, with examples
3. Helpful resources & ideas
Marketing Library Weblogs © 4
Finding your target audience
Questions to ask:
1. What are you best prepared to offer?
2. What are your target audience’s needs, wants, and preferences?
3. Who is reading blogs?
Marketing Library Weblogs © 5
Tools that can help you
•Secondary information–Census data, research studies
•Primary information–Surveys, focus groups, existing statistics
•Other techniques–Take a walk in your patrons’ shoes
Marketing Library Weblogs © 7
Product = Your blogContent
•Match your strengths with your audience•Tone, humor and subject matter•Be unique!
Design•Reinforces blog’s theme and library’s brand image•Shows you know your audience
Marketing Library Weblogs © 10
Place=Distribution
•RSS – You need a feed •Place links at points of need•Find place partners
Examples•North Carolina State University Libraries – BIN•Lansing (Illinois) Public Library – Toolbar•Ann Arbor District Library – Catalog blogs
Marketing Library Weblogs © 14
Promotion
•Strategy depends on your target audience•Utilize existing services•Include your audience•Educate your audience•Consider context•Blend with other library promotions
Example: VCU Libraries Black History Month Blog
Marketing Library Weblogs © 16
Thank you!
Keep in touch!•Jill Stover | [email protected] | VCU Cabell Library•Library Marketing – Thinking Outside the Book
–http://librarymarketing.blogspot.com
•Brief Bibliography: http://www.people.vcu.edu/~jsstover/blogu/blogubib.html
•Presentation URL:http://www.people.vcu.edu/~jsstover/blogu/marketinglibraryweblogs.ppt