Librarian by Day

Sarah Houghton Jan & Aaron Schmidt

the mword.blogspot.com presentation before this one aaron recommends

what is outreach? – connecting users with librarians

number one thing voters care about when voting for funding is libraries transforming lives

what is online outreach -

when were serving ppl online were serving everybody there are not blocks online, similar to online, we dont ask them to show a lib card at ref desk, so why do it online

what are you marketing?

Make your library website two way -can ppl

• register for a card?
• Share their opinion
• have an identity

be good – if ppl are engaged they will come back

everything in todays presentation is free

keep info on these sites updated

• LibDex
• MapMuse
• Libraries411
• publiclibraries.com
• libraries on the web

submit rss feeds to blog search engines –

• feed submitter
• robin goods list of where to submit yoru blog and feed
• rss specifications list of where to submit your feed

blog geo-search engines

• frapper
• feedmap
• blogwise
• gFeedMap
• wikimapia

search engine findability

search for variations for yoru libraries name

minor or metasearch engines

by adwords from google

search engine optimization

wifi

• wififreespot
• wifihotspotlist
• wifi411
• wifinder
• jiwire
• wifi zone

community websites presence

• americantowns.com
• booksalescount.com
• eventful
• librarything local

now who is linking to your library – google link:library url

social reviews websites

• yelp
• citysearch

where are people looking for your number?

• Askcity
• yahoo local
• googlemaps

make a/v content findable

• youtube
• google video
• blip.tv
• blinkx
• singing fish
• yahoo podcasts
• podcast.net
• podcast aley

socialnetworking sites

create a profile for your library

find local blogs

• blogss by city
• blogdigger local
• metroblogging
• feedmap

interact with local blogs

• be authentic
• dont intrude, but be available
• dont be heavy handed

blogs and forums

local blogs

technology boards

continuing education

social networking sites

• facebook
• flickr
• myspace
• bookspace hennepin cty library

experts sites

• allexperts.com
• ziki
• illumio
• gunu
• yedda
• faqqly
• otavo
• yahoo answers
• askmeta
• slam the boards – librarians organized to answer questions on expert sites

push the info out

• invest in newsletters software
• get email address from ILS – need clause that allows you to send occasionally info out
• send periodically (dont spam)

variety of features

make sure you’re on wikipedia in your towns entry and create your entry

keep urls short and easy

register url variants of your libraries name

IM

primary form of communication for some ppl

text msging  – offer both circulation and reference via sms

text a librarian – combines sms and im into one web-based monitoring system, getting ready to update software to allow queues, it will allow 20 ppl to monitor one screen name

twitter – casa grande public library example, Library Secrets

patrons are not using these online tools

yes they are, be a tech leader in your community

experiences are a unique tangible offering

experience design – simply stated approach to creating successful experiences for ppl in any medium, american girl example in chicago,

3 different paths structure community and customer

structure improve websites easy of use, when customers can focus on own goals rather than how to navigate your site

website design – strategy – scope – structure – skeleton – surface

37 signals – getting real – free ebook

simplify

community path – focus on community rather than struction

memorable experience in relation to online and community

real conversations taking place – im, commenting, twitter, youtube myspace etc, goal to allow your customers to connect with you and others,

connecting with others – online connections lead to face to face connections later

invitations

participation

sense of familiarity

telling our stories

community focus experience – twitter good example

customer path

commonalities ?

Pre vs post shows

ppl dont want to interact with the website they want to interact with other ppl

its about extending experience into digital space in a way that wasn’t possible before

customer journey mapping mapping out each touch point then trying to improve those touch points experience

improving the ordinary – wd40 improves by attaching the straw, so you don’t loose it

how can you improve the ordinary experience your customers have the website? When redesigning dont just look at library websites look at other industries websites, facebook amazon ebay, look at the sites your customers are using

what do we do with these paths?

Connect the customer – to organization, the product,

create an experience stage – rehearse new services before you start, do all your reference librarians know how to interact over the web?

Work on conversation – read emerging books on marketing, Ground Swell

change – we need to work on organizational change, if you

From Avatars to Advocacy Michael Porter & Helene Blowers

OCLC reports – full of stats

What is our brand?
more than a logo
books
your community – this should be your focus all libs are different

old paradigm – control the look & feel of the brand, broadcast this to an audience

from mass marketing to niche marketing
no longer consumers multisumer, we don’t just consume we create and contribute

new paradigm – influence the character of portability of you the brand

chik-fil-a marketing has kids take pic with paper cow from the outside the bag, and send it in to

google different logos for holidays, also allow Fan Logos, pple can create a logo

cluetrain manifesto – book, markets are about conversations

Strategies :
engage – does this tactic engage our community, connect with us and each other in meaningful ways, think about the emotional connection
enrich – to provide our customers with a rich online experience that enhances their local branch experience & daily lives
empower – enable our customers to personalize their library experience allow our community to celebrate themselves
allow the community to tell you want value they have, stop pushing our message and allow our community to share their message

switched from calling online services digital branch to digital services

Ren Gen – patricia martin – “cultural customers thrive on information and ideas to fuel their creative self-expressions”

control or empower? control is an illusion, when makes a decision is it to control patron or enable them?

allen county public library
area artists database

santa clara county library
wikipedia page for library

palo alto city library
using pbwiki for reviews by kids for kids
reference & resources blog
kids blog
general blog

MP says this isn’t like going to vegas and betting on red in reference to library marketing

Steve Abrams – suggests Teen takes photos around town, then seniors tag them in flickr, and you share them online, have community bring in old photos to scan, create collections of pictures, people can see photos of the community

how do we get our stories out there?

Lester public library – pitch to board
explains social software
shows all lot of social software site, exploring learning but now gong to narrow focus to 3 sites, flickr, myspace and the blog
show stats – flickr, myspace views, blog comments views ect
show other local communities business ect with a myspace page
blog strategy, blog 5 days a week, stats for everyday
sh

libraries equal content plus community
transcend the library and enter the community realm

Its not about us
how libraries are engaging their community
stop thinking about sustainability start thinking about relevance – communities shift
Harry Potter release party – one campaign then over, then on to the next thing, no need to be sustainable
NJ public library – 3 reasons why you love your library

suggestions for campaigns
During the summer use a google map for where they went on summer vacation – ties into the bears we checked out last year
wanna escape the election – come to the library
during writers strike a campaign that says our library isn’t on strike
Heroes among us – your library card is still good while you’re over seas, you can down load audiobooks while overseas serving your country
If you have craft classes send cards to troops, include something from a local community vendor too
Ask community to submit their favorite recipe with photo or recipe, sell recipe book – blurb.com
viral is not related to a brand but to a community, it is passed along because it has value to the person

8 steps to unmarketing
-learn about social media
-experience it
-envision – what does your plan look like
-engage
-enable your content to travel
-expand
-explore
-experiment, experiment, experiment

remember the best way for you to market your brand is to find ways to allow customers to promote you

I’m leaving bright and early tomorrow for the Internet Librarian Conference in Monterey.  I’m really looking forward to it!   The sessions are already full of great information to bring back with me.  Plus I get to talk with so many amazing people from Libraryland, I’m always so revved up when I get back from these things.

If you’re going to be there DM over at Twitter or send me an email.  Don’t forget I have several Akoha decks to hand out and my own deck of cards to play.

If  you wont be able to be there, stay tuned, because I’ll be bloggin it!