http://librarymarketing.blogspot.com/
http://www.people.vcu.edu/~jsstover/internetlibrarian/marketingtheweblog.php
http://www.people.vcu.edu/~jsstover/internetlibrarian/ilbib.html
- Marketing: It’s not what you think
- Is important… really
- Allows you to serve patrons better
- Has 5 parts
- Target market
- Product
- Price
- Place
- Promotion
- Seth Godin – “All Marketers are Liars”
- The Marketing Mix
- Circle: TM in the middle, the four Ps outside in quarters
- www.knowthis.com – marketing tutorials
- It’s all about your target market : questions to ask
- What do you have to offer
- SWOT: Strengths, Weaknesses, Opportunities, Threats
- http://skyways.lib.ks.us/pathway/audit.html
- Who are your readers and what are their needs
- Who’s in the blogosphere anyway
- PEW Data
- 65% of net users not sure of RSS
- 26% never heard of RSS
- 5% use aggregators
- Most bloggers are men under 30, net savy & well off financially
- Market Research
- http://KnowThis.com/research.htm
- American Marketing Association – www.marketingpower.com
- Find a perfect match
- Segmentation
- UIUC Blogs – www.library.uiuc.edu/blog/
- Good segments are
- Distinct from others
- Homogenous within
- “profitable”
- Measurable
- Researchable
- Lots of ways to segment
- Age groups
- Undergrads / grads
- Activities / interests / opinions (observable behavior)
- Find a friends segment & learn about it
- Product (content & design)
- Your blog
- Content
- Subject matter
- Updates
- Uniqueness
- Voice/tone
- Example: http://ppkids/blogspot.com/
- Resources
- “Loose the Jargon, Voice Your Brand” in Business Week
- Writing for the Web – www.useit.com/papers/webwriting/
- Design
- Reflects content & audience
- Gets attention
- Reinforces brand image
- Examples
- Summer Book Blog
- Teen News
- (addresses not given)
- Resources
- WebMonkey
- Ww.ColorBlender.com
- Price: Yours and your patrons’. Make your blog worth it!
- Place
- You’re your feed to work (RSS)
- Where’s the need for your feed
- Find a place partner
- Explain the rules (what is and is not allowed)
- Examples
- NC
- Lansing (IL) Public Library (Toolbar) – www.effectivebrand.com/landingpage.aspx/cd92591
- An Arbor District Library (Catalog Blog) – www.aasl.org/catalog
- More Ideas: See RSS4Lib blog
- Promotion (do this last!)
- Decisions depend on your target audience (and you internal one!)
- Don’t reinvent the wheel
- Involve your readers –
- Involve your staff –
- Education –
- Context & benefits – University of
- Integration (brand, logos, etc.) – VCU Libraries’ Black History Month Blog
- Homework
- What does success man to you
- Talk Digger
- FeedBurner
- Review other blogs
- www.blogwithoutalibrary.onet
- Google blog search
- Learn from other bloggers
- Bloglines for librarians
