Post on 08-May-2015
description
Melissa Jeffrey, Web and Collection Development Librarian
Mark Dellenbaugh, User Experience Librarian
Arlington Public Library
Make Fans(and influence people)
Using Facebook and other Social Media
• Traditional Library
DefinitionsLibrary
Online Library
• Examples: Nook, Kindle, Overdrive, Delicious-Monster
http://www.delicious-monster.com
Library?
• From The Whole Library Handbook:• "A library is a collection of resources in
a variety of formats that is (1) organized by information professionals or other experts who (2) provide convenient physical, digital, bibliographic, or intellectual access and (3) offer targeted services and programs (4) with the mission of educating, informing, or entertaining a variety of audiences (5) and the goal of stimulating individual learning and advancing society as a whole." (p.2)
Facebook Library
Library!
• (1) organized by information professionals or other experts who
• Professionals make this page
Facebook Library
“information professionals”
• (2) provide convenient physical, digital, bibliographic, or intellectual access
• What is more convenient than Facebook?
Facebook Library
“information professionals”
“convenientaccess”
• (3) offer targeted services and programs
• You can see they are targeting people that don’t have library cards, are interested in what books they have to offer, and what classes they have to offer
Facebook Library
“information professionals”
“convenientaccess”
“targetedservices”
• (4) with the mission of educating, informing, or entertaining a variety of audiences
• If people are interested in photos, news, twitter, foursquare, or youtube, NYPL is reaching out on their facebook page
Facebook Library
“information professionals”
“convenientaccess”
“targetedservices”
“variety ofaudiences”
• (5) and the goal of stimulating individual learning and advancing society as a whole.“
• I love that they want people to be inspired… I am! This page just points out that
Facebook Library
“information professionals”
“convenientaccess”
“targetedservices”
“variety ofaudiences”
“stimulatingsociety”
A library is a growing organism.
Shiyali Ramamrita Ranganathan
A library is a growing organism
Old Leaders
• Melville Dewey
www.american-education.org
Leader!
New Leaders
• Adam Wright, Executive Director, NTRLS
Leader
New New Leaders
A Leader is any one of us!
• According to Google Timeline, the term Web 2.0 was discussed and indexed most frequently in 2005, 2007 and 2008. Its average use is continuously declining.
2.0
www.briansolis.com/2008/08/introducing-conversation-prism
• In reality 2.0 doesn’t matter because you don’t really have a presence on the internet if you aren’t interacting with your community in two way communication
2.0
Xwww.briansolis.com/2008/08/introducing-conversation-prism
• Libraries need to expand their definition of what is a library
• Libraries need to help create and encourage real leaders/doers for the new landscape
• So that the users of the library can interact in a meaningful way through a connection to the library
Libraries
Leaders
Users
Definitions
I saw the angel in the marble and carved until I set him free.
Michelangelo
So how do we interact with our patrons in meaningful ways
through social media?
• We need to restructure our thinking to meet the needs of people today
Marketing
Marketing
5.4 AR
Marketing
• We think the circ stats are important or the book itself
• But that isn’t true
• How will your message benefit them?
1055
OR
Marketing
• We are doing nothing less than trying to market happiness, and showing how our products can help people…think of Coke… sure it tastes great, but their advertising says you will be a better person for drinking their product
www.flickr.com/photos/wwworks/4765792911
• Arlington’s Funding Information Center is great, but its not about the product its about the people that want to use it
How they can make more moneyHow we can help save money
• Its not about our checkout stations, or online holds, or even ebooks
• Its about the patron’s convenience… I don’t want a company to waste my time!
How we can save them time
How can we change their livesHow we can change their life!
Guerrilla Marketing
• Updated for today (useful for beginners)
Duct Tape Marketing
• And its companion book the referral engine are for small businesses with little money… but aren’t most libraries?
UnMarketing
• The idea that marketing isn’t authentic and if you just engage with people, that is what makes thme come back
User Experience Design
• From a graphic designer/website creator perspective
• User experience design isn’t just about how pretty something is, its about how the user interacts with your brand
Book about using the power of facebook and social media to enact social changeFocus on a single goalGrab attentionEngaging or telling storyEnable others to act
Inside OrganizationOutside Organization
Inside Organization
Marketing Social GoodOutside
Organization
From
the
Book
Market Happiness
Market Happiness
• Small Businesses, Large Businesses, Designers, Shoe stores… but we are government-ish run entities? Take inspiration from these… obviously we have a lot more red tape.
Libra
ries A
ren’t
Silos!
!!
It's hard to be humble when you're as great as I am.
Muhammad Ali
So why were mark and I asked to speak today
• Someone thought we’ve done our job well and we are here to tell you how we do it
Our rationale
“Governments need to do whatever we can to communicate, and that means you go where the people are.”
— Lynette Shaull , Marketing and Communications Dept., Winston-Salem, North Carolina as quoted in “Making the Most of Social Media”
Face Your FearsFace Your Fears
You can't build a reputation on what you're going to do.
Henry Ford
You can’t build a reputation on what you’re going to do
Early experiments until August
2009not publicized
Face your Fears
Manage UpManage Up
• City policy was unclear, but we gained full commitment from library leadership to move forward
• Ask for forgiveness, not permission• Ask for responsibility, don't wait
for it to be given to you or expect it will happen automatically at some point
Manage Up
Don’t Go Over
Boss’sHead
SolutionsNot
Problems
You
Askfor
Forgiveness
Get Started
Get Started
Get Started
Social media is a communication channel with different sets of rules and habits than traditional communication methods:
•Interactive rather than authoritative•Personal rather than institutional
Different Set of Rules:–Interactive vs. Authoritative–Personal vs. Institutional
• 920% Facebook• 297% Twitter
Get Started!A
ug
09
Feb
10
Au
g 1
0
Feb
11
Au
g 1
10
200
400
600
800
1000
1200
1400
1
659
1224
360
6991109
Get your team straight
Get Team
Straight
• We recruited staff who understood social media from inside out, so it never felt like extra work
• Admins from all major divisions—so its possible for them to interact
• Loose guidance for admins, but mainly freedom to act independently
• Involve all staff—make sure you articulate the value of the message
Get your team straightInclined
Potential
Unlikely
Have to
Core
Top Holds (Melissa)
Fun Question (Mark)
Build AudienceBuild Audienc
e
The voice of the customer means far more than what we say about ourselves
Build Audience
“I’m going to @ArlingtonTXLib.I am determined toread less tweets andmore books; I go insearch of otherfiction and dramain a couple of books”
Build Audience
• Limit Updates• We are guests• Permission Marketing
Build Audience
Ask for Likes
Ask for Likes-From Your Friends
Help People Stumble into You
Find Your VoiceFind Your Voice
www.flickr.com/photos/pezz/3230356405
Grammar Issues vs. Fun
• People expect a library to be grammatically and stylistically correct, but that doesn’t mean you have to be a bore. We are more conversational and playful in our social media communications than we would in more traditional settings
www.flickr.com/photos/omad/32266598
Or borrow someone else’s!
– We want people to see us subconsciously as their trusted smart friend who steers them toward ideas and resources that they might not encounter on their own.
Find Your Voice
Be Kind and Relatable
Find Your Voice
Find Your Voice
• Don’t be afraid of admitting issues… or at least explain them away
Be responsive
…into something positive!
It can turn something negative…
Success is not final, failure is not fatal: it is the courage to continue that counts.
—Winston Churchill
Success is not final
Our story – Self-evaluateSelfEvaluat
e
Do statistics & analytics make you feel safe?
You are in luck!
Final Tips
Final Tips
Timely
Important News
When your website is down, you can’t use it to tell people what’s
going on!
Use Photos
Share Blog Posts
Events
Tips
Resources
Video
If you don’t do anything else
Reply and Pay Attention
Don’t let your boss freak out
And be Human!
Questions?
Melissa found inspiration in:
http://www.onthecity.org/resources/city_conversations (church oriented website)
http://faculty-gsb.stanford.edu/aaker/pages/documents/dh_syllabus_v15.pdf
http://www.charityhowto.com TSLAC webinar “Connecting with
your Community via Facebook”
Mark found inspiration in: