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Library Marketing with Meaning: Keeping Up with the Future Jill S. Stover Undergraduate Services Librarian.

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Presentation on theme: "Library Marketing with Meaning: Keeping Up with the Future Jill S. Stover Undergraduate Services Librarian."— Presentation transcript:

1 Library Marketing with Meaning: Keeping Up with the Future Jill S. Stover Undergraduate Services Librarian Virginia Commonwealth University | AIM: JillatCabell | blog:

2 Get to know marketing DefinitionDefinition: “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 TutorialPrinciples of Marketing Tutorial

3 Barriers Three C’s: Clutter - ExampleExample Has Advertising Killed Itself?Has Advertising Killed Itself? Choice Cynicism "A Person Like Me“"A Person Like Me“ Epinions

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5 Get to know marketers Marketers are people too Jaffe Juice: Manifesto from the Blogosphere Jaffe Juice: Manifesto from the Blogosphere

6 Communication: A two-way street Blogs: Businesses Microsoft employee blogs - example Microsoft employee blogsexample Fastlane (GM) - example Fastlaneexample Knit Happens More: Fortune 500 Business Blogging WikiFortune 500 Business Blogging Wiki Blogs: Libraries – Example: Hennepin’s Catalog NewsLibrariesHennepin’s Catalog News Resource: Naked ConversationsNaked Conversations

7 Communication: It’s 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 University’s faculty evals - description DePaul University’s faculty evals description Intuitive Revelations

8 Communication: How to listen Resources : “Companies Mine Blogs for Market Research”Companies Mine Blogs for Market Research Virtual Anthropology | Trend Unit Virtual Anthropology Trend Unit PubSub | Technorati PubSubTechnorati To Leverage WOM, Listen First

9 Customers as promoters Word-of-Mouth WOM 101 from WOMMA - example WOM 101 example Customer evangelists Read the manifestomanifesto Top 6 Tips to Understanding Customer EvangelismTop 6 Tips to Understanding Customer Evangelism Business Examples: Snakes on a Blog | ilounge | Makers Mark | CoffeeCup | Converse Snakes on a Blog iloungeMakers Mark CoffeeCupConverse Library Examples: NYPL - Tell Us Your Story | W. Kentucky U. | Mount Laurel - Logo contestTell Us Your StoryW. Kentucky U.Logo contest

10 Mount Laurel Library logo contest winner (right)

11 Customers as co-developers Examples BBC Amazon | WorldCat AmazonWorldCat Advisory committees Thomas Ford’s Audio Reviews by TeensAudio Reviews by Teens Resource: Customer-MadeCustomer-Made

12 WorldCat record

13 Your turn… Library Marketing with Meaning Wiki Continue the conversation and add your own thoughts! Presentation at: Thank you!


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