WEB 2.0 AND MARKETING

The answers to your questions about…

Survey Results

Facebook 47.0% Twitter 18.0% YouTube 14.0% Flickr 8.8% MySpace 8.6%

Web 2.0 and Marketing

• Why do we want to use social media?• How do we work it into our already busy

schedules?• How do we choose which social media to use?• How do we use it?• How do we promote it?• How can we tell if it is really worth our time?

Why do we want to use social media?

Libraries need to change and adapt to the needs of customers.Social networking sites give voices to your customers.Social media is rapidly becoming a core channel for

disseminating information.Go where the fish are!

85% of teens engage in some form of electronic personal communication—they are immersed in media and gadgets. They are mobile!

It’s not going away…

NEW YORK (MarketWatch) -- With Facebook registering its 300 millionth user and investors valuing Twitter at $1 billion, it's time to put to bed the notion that social networking is a fad. It's not. It's our destiny. (October 13, 2009)

The main players today may not be the main players tomorrow.

How do we work it into our already very busy schedule?

Share responsibility with other staff members.

Look closely at the current duties of staff and decide which functions to stop performing so that Web 2.0 tools may be incorporated into the work flow of library staff members.

If you are a one or two person library, just chose one or two tools to use and focus on them.

Policies for Using Social Media

Visit Genny Carter’s delicious page http://delicious.com/gencarter/policy

http://socialmediagovernance.com/policies.php

How do we choose which one to use?

Facebook MySpace Blogs Twitter YouTube

Pictures Yes Yes Yes Yes (with app)

No

Videos Yes Yes Yes Yes (with app)

Yes

Live Chat Yes Yes No No No

Announcements Yes Yes Yes Yes No

Comments Yes Yes Yes Yes Yes

What do people want out of social networks? Getting news and product updates

(67%) Having access to promotions (64%) Viewing or downloading music or videos

(41%) Submitting opinions (36%) Connecting with other consumers (33%)

So….

Give them information that they can’t get elsewhere

Make it the first place you place the updates

Give them an offer that can only be gotten from the social network

Provide value and be contextually relevant to why they’re there in the first place.

How do I use it? Share information.

You can post links related to your niche (databases, your web page, etc) or just interesting things you find around the Internet.

“Today in History”Answers to frequently asked questionsPost tips related to your niche.

Ask questions. You can increase your relationship with your

fans/followers by asking questions. Share your opinion.

You can post links to recent news stories, especially those related to your niche, and offer your opinion.

Any more ideas?

New book/materials information Announce events/programs Share pictures or video from

events/programs Inform about current displays Tell about a service the library offers Be sure and tell them when you make

history (Brentwood addition for example)

And for Universities….

Gather and Share Information Showcase Student and Faculty Work Broadcast Events Emergency Notification Create a dialogue with students

Facebook: Number 1 social

network in the U.S. Number of users

350,000,000 Number that log in

every day 175,000,000

Number of friends average user has 130

61% of users are between 18 and 44

Twitter Third largest social

network…but is considered the “hottest.”

Number of Tweets to date 1,111,991,000

Number of Tweets per day3,000,000

Number of users 26,000,000 63% of Twitter users are

male Lots of free applications at

various other sites http://search.twitter.com/

(see following page)

http://search.twitter.com

Do an advanced search Search for the word “library” within 25

miles of your city to see what people are saying about the library

Search for a keyword if you want to see if there is any interest in a particular subject (for a potential program, etc.)

MySpace Second place, but…. Down to 30 percent

of the market from 66.8 percent last year.

“Facebook and Twitter are in, MySpace is out, according to Experian Hitwise.” http://news.cnet.com

YouTube (videos) Number of total

videos 70,000,000 Number viewed per

day 100,000,000 Average length of

video 2 min 46.17 seconds

Average age of uploader 26.57

YouTube uses:Tours of libraryInformation about library servicesShow programs at the libraryOnline tutorials

The Big Question: How do I promote it? “Doesn’t social media promote itself?...well, kind

of. You can usually find someone through a search engine.

But…You still need to let folks know of your presence. It’s just like a building. Do you want people to find you through “serendipitous discovery” only?

Passive endorsement-when fans and friends post to your wall, comment on your postings, and accept invitations, News Feed (FB) will tell the story!

Promoting… Electronic

Link, link, link: web site, to FB, to Twitter, etc.Staff can obtain accounts to help promote library’s accountAsk “fans” to “share” with their friends (If your 100 fans tell

their 100 friends….wow)Library’s email signature

Word of mouthTell about it everywhere you speak

Post it everywhere! (use old marketing methods)Flat-screen TV in library which displays library infoReceipt when patron checks out materialsOutdoor signHandoutsYour business card

Social Media Cards

Just remember…

Be patient. Rome wasn’t built in a day. It takes time. Do not measure your success by the

number of fans.

How can we tell if it is truly worth our time? Difficult to measure quantitatively Set goals that can be measured

qualitatively—assessing the value of the resulting conversations and relationships.

And we didn’t even talk about

Wikis Blogs RSS feeds Flickr Delicious (social bookmarking) Web sites Or the next big thing….

Which is……

Mobile technology Read about it at http://ow.ly/10XQR Convergence is the keyword People want what they want, when they

want it, with the least amount of effort as possible

Dinah Harrislibrarye@bellsouth.net

www.everetthornlibrary.org

http://twitter.com/librarye

Search for Everett Horn Public Library on

www.facebook.com

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