Marketing Library Weblogs

Blog UniversitySeptember 18, 2005

Arlington, VAPresented by: Jill Stover, Undergraduate Services

Librarian, Virginia Commonwealth University Libraries

“Marketing is about spreading ideas, and spreading ideas is the single most important

output of our civilization.”-Seth Godin, All Marketers Are Liars: The Power of Telling

Authentic Stories in a Low-Trust World, 2005

Marketing is a way of thinking that puts our patrons and their needs at the forefront of everything we do in a strategic, focused

way.

Marketing Matters

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What I hope you’ll learn

1. What the marketing concept is about and why it’s important

2. How the marketing concept directly relates to blogs, with examples

3. Helpful resources & ideas

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Finding your target audience

Questions to ask:

1. What are you best prepared to offer?

2. What are your target audience’s needs, wants, and preferences?

3. Who is reading blogs?

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Tools that can help you

•Secondary information–Census data, research studies

•Primary information–Surveys, focus groups, existing statistics

•Other techniques–Take a walk in your patrons’ shoes

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Marketing Mix

Target Audience

Product

Price

Promotion

Place

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Product = Your blogContent

•Match your strengths with your audience•Tone, humor and subject matter•Be unique!

Design•Reinforces blog’s theme and library’s brand image•Shows you know your audience

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Product = Your blogDesign Examples

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Price

=

Give your patrons their time’s worth

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Place=Distribution

•RSS – You need a feed •Place links at points of need•Find place partners

Examples•North Carolina State University Libraries – BIN•Lansing (Illinois) Public Library – Toolbar•Ann Arbor District Library – Catalog blogs

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Promotion

•Strategy depends on your target audience•Utilize existing services•Include your audience•Educate your audience•Consider context•Blend with other library promotions

Example: VCU Libraries Black History Month Blog

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VCU Libraries: Black History Month Blog

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Thank you!

Keep in touch!•Jill Stover | jsstover@vcu.edu | VCU Cabell Library•Library Marketing – Thinking Outside the Book

–http://librarymarketing.blogspot.com

•Brief Bibliography: http://www.people.vcu.edu/~jsstover/blogu/blogubib.html

•Presentation URL:http://www.people.vcu.edu/~jsstover/blogu/marketinglibraryweblogs.ppt