Word-of-Mouth Marketing

Trends in Marketing the Library…the Next Three Years

Geri Bodeker and Amy Bradley LIBR 283-01 – Marketing of Information Products and Services

Introduction – Team WOMM

Geri BodekerSan Bruno, California

Amy BradleyGresham, Oregon

What Ignites Word-of-Mouth Marketing?

SPEED!

“I told two friends…and they told two friends…and so on and so on”…

“Wow!  Thanks!  Amazingly fast 8 minute turnaround!  This helps us in Urgent Care since we treat a lot of MRSA cellulitis. With service like this, you are going to get really popular around here!” - PhysicianSource: Barber, P., & Wallace, L. K. (2010). Building a

buzz: libraries & word-of-mouth marketing. Chicago: American Library Association.

Build Relationships: Library Liaisons

Physicians Nurses Health Care Professionals

Faculty Students Administrators

“Garry told me that you can direct me to several resources on cultural competency” – ABSN student

Hospitals and Medical Centers

Colleges and Universities

Librarian as Narrative-Based Marketer and Story Teller

LibGuides Presentations 1:1 Tutoring Meetings with staff and faculty Classes Elevators and hallways Cafeteria Community partnerships Blackboard

Source: Germano, M. (2010). Narrative-based library marketing: Selling your library's value during tough economic times. The Bottom Line V. 23 No. 1 (2010) P. 5-17, 23(1), 5-17.

Source: Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: realistic solutions for the overworked librarian. Chicago: American Library Association.

Discover Your Personal Brand

“The Information Sherpa”

“The Nomad”

“The Donald”

“Winning”

“Geri, You WIN so hard” – ABSN student

Source: Barber, P., & Wallace, L. K. (2010). Building a buzz: libraries & word-of-mouth marketing. Chicago: American Library Association.

Be a Friend to Your Patrons

Patrons First

Events

Technology

Create passionate users of the Library

“Every time I want to get out, they PULL me back in!” – Al Pacino

“Hey, what’s up Geri?” - Pharmacist

Opportunities for Marketing

Value-Added Content, Service, Quality, and Access

Building a Solid Reputation for Saving Patrons Time and Money

Source: Circle, A. (2009). Marketing trends to watch. Library Journal, 134(16), 26-29.

Source: De Rosa, C., Cantrell, J., Carlson, M, et al. (2011). Perceptions of Libraries, 2010: Context and Community. Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrieved from http://www.oclc.org/reports/2010perceptions.htm

Click on the pictures – OCLC report and NLM promotional materials

Marketing Predictions – Libraries - 2015

Medical Libraries the “Library as Place” will still be highly valued

Source: Lindberg, D., & Humphreys, B. (2005). 2015--the future of medical libraries. The New England Journal Of Medicine, 352(11), 1067-1070. Retrieved from EBSCOhost.

Source: News: Embedded Librarians - Inside Higher Ed. (2010, June 9). Home - Inside Higher Ed . Retrieved March 5, 2011, from http://www.insidehighered.com/news/2010/06/09/hopkins

Academic Libraries the “Embedded Librarian” will become valued

Word of Mouth Marketing in a Digital Environment

Libraries are engaging in many strategies and tactics designed to encourage word of mouth among both library users and non-users:

 Strategies: Transparency Emotion Positioning Services at digital

points of need  Tactics: Social Networking Blogs Mobile Marketing

“Digital service to information is no longer a novelty, it's an expectation” -L. Carlucci Thomas, 2011(2011). Carlucci Thomas, L. Libraryjournal.com. “2010 Movers and Shakers.” Retrieved from http://www.libraryjournal.com/csp/cms/sites/LJ/LJInPrint/MoversAndShakers/profiles2010/moversandshakersthomas.csp

 

Transparency

Be honest with users about where the library is, where it is going, and how it will get there. Engage users in online discussions about important library issues.

“Don't hide behind “happy talk” PR when an honest voice is much stronger and more memorable.” -Michael Casey & Michael Stephens, 2008.

Emotional Connection

Initiating an emotional connection with users will go a long way toward interesting them in what they library has to offer.

“A handshake is one widely recognized form of greeting in many cultures. It's meant to be a warm, friendly gesture, asking for nothing more than welcome and acceptance.” -DeFino, 2009

Position services at Digital Points of Need

Market the library’s programs and services at across a range of platforms, and at online points of need—including outside the library  -Michael Casey & Michael Stephens, 2008.

Slam the Boards!

Social Networking Sites

“It's no longer possible to control a solitary message from one central

location... if you don't participate in the story, it will be told without you.”

-Michael Casey & Michael Stephens, 2008

 

 Facebook offers libraries an opportunity to advertise new programs and services, interact with users in a virtual space, and get instant and individualized feedback.

Twitter offers an opportunity to speak directly to users, generate instant polls, and bring patrons to the library

website.   

Library Blogs

 

Libraries that blog

Librarian In Black

Library of Congress

Multnomah County Library ‘s Reader’s Advisory blog

Mobile Marketing

QR Codes Bridge the

Gap between Physical

and Digital Collections

85% of Americans own a cell phone—and people are texting now more than ever.

Virtual Reference: text 66746

Mobile Library Apps

Questions?

References

American Library Association. (2011).  2010 top ten trends in academic libraries: A review of the current literature. ACRL Research Planning and Review Committee. Retrieved on February 18, 2011 from http://crln.acrl.org/content/71/6/286.short

American Library Association. (April 2010). The State of America’s Libraries. Retrieved on February 18, 2011 from http://www.ala.org/ala/newspresscenter/mediapresscenter/americaslibraries/ALA_Report_2010-ATI001-NEW1.pdf.

Barber, P., & Wallace, L. K. (2010). Building a buzz: Libraries & word-of-mouth marketing. Chicago: American Library Association.

Brookes, A. J. (February 8, 2011). New Hootsuite case study: New York Public Library success. Retrieved from http://blog.hootsuite.com/hootsuite-case-study-new-york-public-library/ Circle, A. (2009). Marketing trends to watch. Library Journal, 134(16), 26-29.

Defino, F. (2009). Emotional marketing triggers right response. B to B, 94(6), 7. Retrieved from http://search.proquest.com/docview/209378050?accountid=10361

De Rosa, C., Cantrell, J., Carlson, M, et al. (2011). Perceptions of Libraries, 2010: Context and Community. Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrieved from http://www.oclc.org/reports/2010perceptions.htm

Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: realistic solutions for the overworked librarian. Chicago: American Library Association.

ReferencesCarlucci Thomas, L. (2011) Libraryjournal.com. “2010 Movers and Shakers.” Retrieved

on March 14, 2011 from http://www.libraryjournal.com/csp/cms/sites/LJ/LJInPrint/MoversAndShakers/

profiles2010/moversandshakersthomas.csp

Casey, M. & Stephens, M. (November 15, 2008)."The Transparent Library: Six Signposts on the

Way."  Libraryjournal.com. Retrieved on February 1, 2011 from http://www.libraryjournal.com/article/CA6611609.html?industryid=47356

Casey, M. & Stephens, M. (October 15, 2008). "Library PR 2.0." Libraryjournal.com. Retrieved on February 1,

2011 from http://www.libraryjournal.com/article/CA6602856.html

De Rosa, C., Cantrell, J., Carlson, M, et al. (2011). Perceptions of Libraries, 2010: Context and Community.

Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrieved from http://www.oclc.org/reports/2010perceptions.htm

Dowd, N., Evangeliste, M., & Silberman, J. (2010). Bite-sized marketing: realistic solutions for the overworked

librarian. Chicago: American Library Association.

Germano, M. (2010). Narrative-based library marketing: Selling your library's value during tough economic

times. The Bottom Line V. 23 No. 1 (2010) P. 5-17, 23(1), 5-17.

References

Hadro, J. (February 25, 2011). HarperCollins Puts 26 Loan Cap on Ebook Circulation. Libraryjournal.com Retrieved from http://www.libraryjournal.com/lj/home/889452-264/harpercollins_caps_loans_on_ebook.html.csp

Hadro, J. and Flakoff, F. (March 1, 2011). HarperCollins, OverDrive Respond as 26 Loan Cap on Ebook Debate

Heats Up. Libraryjournal.com. Retrieved from http://www.libraryjournal.com/lj/home/889500-264/harpercollins_overdrive_respond_as_26.html.csp

Hendrix, D. et al. (2009). Use of Facebook in academic health sciences libraries. Journal of the Medical Library

Association, January 97(1): 44–47. doi: 10.3163/1536-5050.97.1.008. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2605034/

Lindberg, D., & Humphreys, B. (2005). 2015--the future of medical libraries. The New England Journal Of Medicine, 352(11), 1067-1070. Retrieved from EBSCOhost.

News: Embedded Librarians - Inside Higher Ed. (2010, June 9). Home - Inside Higher Ed . Retrieved March 5,

2011, from http://www.insidehighered.com/news/2010/06/09/hopkins

Stephens, M. “Trends Tech 2010 for Librarians.” Retrieved on February 18, 2011 from http://www.slideshare.net/mstephens7/trends-tech-2010-for-librarians

Word of Mouth Marketing Association. (2010). Word of Mouth Marketing 101. Retrieved on March 19, 2011

from http://womma.org/wom101