Marketing and Profileraising through blogging - PowerPoint PPT Presentation
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Marketing and Profileraising through blogging
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Online emails, websites, blogs, wikis and what ever comes next. ... Avoid overlap/ duplication with other website resources ... Blogging can unblock! ... – PowerPoint PPT presentation
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Title: Marketing and Profileraising through blogging
1
Marketing and Profile-raising through blogging
- Christine Goodair, BA MCLIP
- CIG Workshop 8th June 2007
2
What is marketing?
- Marketing is defined as
- the management process responsible for
identifying, anticipating and satisfying
customers requirements profitably The Chartered
Institute of Marketing - And its primary aim is
- to deliver products and services to the right
audience at the right price and at the right
time, thereby increasing brand loyalty
3
Why is it important to libraries and information
services?
- Competition from the Internet, online book stores
- Competition from other departments for funds
- Raise profile
- Meet targets for funders
- Change perceptions
- Learn about your users
- Help improve or develop new services
4
Why run a marketing campaign?
- To raise awareness of resources and services
- To raise the profile both within the parent
organisation and externally - To inform both internal and external users about
new services - Raise awareness of skills and knowlegde of
information team
5
Planning and Preparation
- Research - analyse the situation user community
their needs - Identify the resources/ skills you have or need
- Look at management information identify trends
and patterns - Be alert for new creative ideas
- Plan get focused set aim/mission set targets
ask why .in order to - Develop a message, find your unique selling
point. - Review and evaluate progress.
6
Marketing Tools
- Traditional leaflets bookmarks posters theme
days press releases calendars business cards
etc - Word of mouth product champions use feedback
talks presentations - Online emails, websites, blogs, wikis and what
ever comes next.
7
Blogging as a Marketing Tool
- Virtual word of mouth
- Enlist the library family
- Use it creatively bibliographic awareness,
announcing new services weekly articles on topic
of interest - Seek out experts to contribute
- Use it to attract new users, develop or
strengthen networks
8
Impact and Outcomes
- Increased traffic to library section of website
- Average of 2000 weekly downloads of articles
- Increased presence - something out there every
week - Penetration of new markets
9
Impact and Outcomes
- Raising of profile both internally and externally
- Demonstrating modern practice challenges
traditional perceptions - Develop new skills enhance current skills
- Virtual to print writing for the blog brought
about commissions to write for print journals! - Training and advising on blogs- internally
externally Alcohol Concern DrugScope
Publishing CHILL training.
10
Key Media Mentions (from Blogging Technologies
for Outreach Christine Goodair Anne Welsh Nov
2006)
11
Virtual Networking (from Blogging Technologies
for Outreach Christine Goodair Anne Welsh Nov
2006)
12
Syndication (from Blogging Technologies for
Outreach Christine Goodair Anne Welsh Nov 2006)
13
Blog Marketing Aide Memoir
- Blogs can be used for any information
- News events
- Feeds can be used to update a website
- Syndication / syndicate yourself
- The blog can stand-alone
- Update regularly
- A robust editorial policy is advisable
- Mission
- Provide focus
- Avoid overlap / duplication with website, etc.
14
Reflections and Learning
- Tap into existing skills or encourage staff to
learn new ones. - Be prepared to change ways of working
- Ask questions about more traditional services
are they needed. - Avoid overlap/ duplication with other website
resources - Identify new and related topic areas to cover
- Monitor for trends both internally externally
15
Reflections and Learning
- Tap into your real-life and virtual networks to
find other contributors - Avoid becoming stale by having guest writers
- Recognise that it can take time to take off
like any new venture - Publicise, but dont over-market
- Criticism shows that that the audience is taking
it seriously - To succeed keep blog up to date relevant
16
Blogging can unblock!
- If you are in a silo, blogging is a way to break
through knowledge transfer not knowledge alone
is power in the modern world. - Review, evaluate, and adapt
- Have fun!
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