marketing and networking for libraries

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Marketing and Networking in Libraries &

Information CentersREYSA C. ALENZUELA

Director

“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

- American Marketing Association

What is Marketing?

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Purpose-Driven Library Marketing

Marketing is more than just advertising.

You are what you publish.

People wants authenticity, not spin.

People want participation, not propaganda.

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Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.

Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web.

Purpose-Driven Library Marketing

Web- based Marketing

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is the use of the web to advertise and sell products on the web.

The Environs

Social Networking

• A social networking site (SNS) is an online place where a user can create a profile and build a personal network that connects him or her to other users, create interest groups, post blogs, videos, music and other user- generated contents.

Thomas Jeff erson Informati on Center

• A blog (a contraction of the term Weblog) is a type of Web site, usually maintained by an individual who regularly enters commentary, descriptions of events, or other material such as graphics or video.

Blog

Microblogs • Is a form of communication that allows users to publish short pieces (usually 140 characters) of contents.

• People use microblogging to talk about their daily activities and to seek or share information

•Twitter is a popular microblogging tool

Video and Photo sharing

Increase visibility of library by posting profile.

Promote library programs / events. Announce new resources in the library. Substitute for library tour and

orientation. No need for real time learning.

IM and Chatroom

Increase visibility of library by posting profile.

Promote library programs / events. Announce new resources in the library. Substitute for library tour and

orientation. No need for real time learning.

IM and Chatroom

All marketing strategies meant

Expansion

AwarenessConnectivity

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Networking in Libraries

REYSA C. ALENZUELADirector

Thomas Jeff erson Informati on Center

THE CHALLENGE

offer opportunities to build the social capital framework

allow all people equal access .

Thomas Jeff erson Informati on Center

Networking

The art of developing contacts within a profession and using them to advance one's work and career.

Networking has a viral

impact

Thomas Jeff erson Informati on Center

Thomas Jeff erson Informati on Center

TJIC

American Corners

Academic Community

Faculty Members

Students

Classmates

Friends

FB network

Followers

General Public

Friends Professional colleagues

Regional organizations

Members

Beneficiaries

Colleagues Friends

American Shelves

Academic Community

Faculty Members

StudentsSchool Personnel

Consortia

Member

Community Served Clienteles

Affiliations

Members

MemberMember

Our paradigm

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Networks are replica

Window of America

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Unit cohesion

Belief in sense of purpose

Key components:

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Networking of Libraries and Information Services

learning from each other

recognizing individual key roles

sharing and collaborating on various endeavours

Thomas Jeff erson Informati on Center

learning from each other

recognizing individual key roles

sharing and collaborating on various endeavours

Thomas Jeff erson Informati on Center

Learning from each other: Get together

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Learning from each other: Meet once in a while

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Build on skills

Facilitate exchanges

Use social media to break the barrier of time and space.

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Questions???