Make fans & influence people using Facebook & other social media (NTRLS TechNet 2011)

transcript

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

“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

“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

“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

“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.

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

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

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

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?

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

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.

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

Askfor

Forgiveness

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

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

Top Holds (Melissa)

Fun Question (Mark)

Build AudienceBuild Audienc

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

• 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

Do statistics & analytics make you feel safe?

You are in luck!

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

Resources

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: