marketing and networking for libraries
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Thomas Jeff erson Informati on Center
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?
Thomas Jeff erson Informati on Center
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.
Thomas Jeff erson Informati on Center
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
Thomas Jeff erson Informati on Center
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???