Library Marketing with Meaning: Keeping Up with the Future

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Library Marketing with Meaning Keeping Up with
the Future

• Jill S. Stover
• Undergraduate Services Librarian
• Virginia Commonwealth University
• jsstover_at_vcu.edu AIM JillatCabell
• blog http//librarymarketing.blogspot.com

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Get to know marketing

• Definition Marketing consists of the
  strategies and tactics used to identify, create
  and maintain satisfying relationships with
  customers that result in value for both the
  customer and the marketer.
• -KnowThis.com, Principles of Marketing Tutorial

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Barriers

• Three Cs
• Clutter - Example
• Has Advertising Killed Itself?
• Choice
• Cynicism
• "A Person Like Me
• Epinions

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Get to know marketers

• Marketers are people too
• Jaffe Juice Manifesto from the Blogosphere

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Communication A two-way street

• Blogs Businesses
• Microsoft employee blogs - example
• Fastlane (GM) - example
• Knit Happens
• More Fortune 500 Business Blogging Wiki
• Blogs Libraries Example Hennepins Catalog
  News
• Resource Naked Conversations

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Communication Its not just about talking

• If A is success in life, then A equals x plus y
  plus z. Work is x y is play and z is keeping
  your mouth shut.- Albert Einstein, Observer,
  Jan. 15, 1950
• Examples
• DePaul Universitys faculty evals - description
• Intuitive Revelations

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Communication How to listen

• Resources
• Companies Mine Blogs for Market Research
• Virtual Anthropology Trend Unit
• PubSub Technorati
• To Leverage WOM, Listen First

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Customers as promoters

• Word-of-Mouth
• WOM 101 from WOMMA - example
• Customer evangelists
• Read the manifesto
• Top 6 Tips to Understanding Customer Evangelism
• Business Examples
• Snakes on a Blog ilounge Makers Mark
  CoffeeCup Converse
• Library Examples
• NYPL - Tell Us Your Story W. Kentucky U.
  Mount Laurel - Logo contest

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Mount Laurel Library logo contest winner (right)
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Customers as co-developers

• Examples
• BBC
• Amazon WorldCat
• Advisory committees
• Thomas Fords Audio Reviews by Teens
• Resource Customer-Made

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WorldCat record
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Your turn

• Library Marketing with Meaning Wiki
• Continue the conversation and add your own
  thoughts!
• Presentation at http//www.people.vcu.edu/jssto
  ver/solinet0506.ppt
• Thank you!