付未, 高级分析师
OCLC联机计算机图书馆中心
Wei Bender
Senior Segment Analyst
Corporate Marketing
OCLC, Inc.
benderw@oclc.org
图书馆不仅仅有书
What does “outside the books” mean?
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图书馆丰富我们的生活
图书馆欢迎每一位
图书馆提供方便，免费使用
图书馆是当地社区的使动力
图书馆提供改变人生的服务
为什么不去图书馆的原因
Top 5 reasons for not visiting the
library in person
U.S. respondents
1. 没必要。I have no need.
2. 没馆卡。I do not have a library card.
3. 没想到。I did not think of visiting the
library.
4. 太忙。I am too busy.
5. 地点不方便。Location is not convenient.
为什么用图书馆？
为什么图书馆需要公共关系？
Library and Marketing = ?
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谁用图书馆？
馆里的资源和服务能满足用户吗？
社区周围的住户都知道吗？
公共关系新定义
Marketing Redefined
人人有责
 社会网络
 满足用户
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公共关系的程序
Marketing Process
图书馆的使命
 图书馆的库藏
 图书馆的服务设施
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公共关系的审计
Marketing Audit
图书馆服务项目 - 产品 Product
 直接间接的花费 – 价格 Price
 运送和分发服务 - 地点 Place
 提倡服务的渠道 – 宣传 Promotion
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公共关系的研究
Market Research
用户对图书馆的看法
 用户为什么使用图书馆？
 用户特别喜欢的服务
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公共关系的计划
Market Planning
目的和目标
 方法和措略
 评价和衡量
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公共关系策略
Marketing Tactics
 网页 Web
 打印 Print
 移动 Mobile
 社交网站 Social Web sites
 邮件，短信，博客，Email, text, blog, Twitter
 新闻发布，通讯文章 Public relations: news
release, newsletter articles
 个人联系 Personal contact: word of mouth, study
sessions, training
案例：宣传活动
Promotional Campaign
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经常性 Think frequency
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经常性 Think frequency
综合性 Integrate
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经常性 Think frequency
综合性 Integrate
目的性
Know your goals
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经常性 Think frequency
综合性 Integrate
目的性
Know your goals
竞争优势
Your message is
your
competitive
advantage
经常性 Think frequency
• 综合性 Integrate
• 目的性
Know your goals
• 竞争优势
Your message is your competitive advantage
• 好事总会结束
All good things must come to an end, if it’s a
promotional campaign
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调查 Surveys
网站民意调查 Poll or survey on your library website
 内部资源 Use internal resources
 书信，意见，建议，表扬
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Records of letters, comments &
compliments
观众和消息
Audiences & messaging
 谁用图书馆？Who uses your
library now?
 谁受益？Who would benefit
from using your library
(whether or not they currently
use it?)
 需求什么？Information needs?
发展合适的信息
Develop message appropriate for audience
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用户特殊的需求 Unique needs of each audience
 “Pain points”
 What needs are not being met now? How will this change?
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谁影响用户 Who are influencers within each audience? :
 Board of Trustees and other funding bodies
 Friends of the Library
 Community leaders
 Book clubs
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Consider level of familiarity with current services
品牌图书馆及服务
Branding libraries and services
牌子
 标识
 颜色
 服务项目
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趋势和科技
Current trends and technology
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图书馆网站 Library Web site
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外展 Using Technology for Outreach
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线上最爱 Online Treasures
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挂钩体育 Exciting Sports-Related Marketing
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儿童磁铁 Is Your Library a Kid Magnet?
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咖啡厅聚会点 "Food for Thought”
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社会公共关系 Marketing the social way
图书馆与社会网络
Why public libraries use social networking tools?
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Facebook
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Friendster
MySpace
YouTube
Twitter
Flickr
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超越技术 Beyond Technology
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“
 下一个大事
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The Next Big Thing
Changing Your Life” • “Changing Someone Else’s Life”
口耳相传 Word of Mouth Marketing
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报纸 The local newspaper
超市 The supermarket
俱乐部 A service club
邻居 Your next door neighbor
亲朋好友 Friend/Personal Referral
家人 Family member
学校 School
社会服务机构 Social service agency
广播电台 Radio
电视 TV
儿童图书馆 Children’s library
工作单位 Work
志愿服务指南 Guide to Volunteer Activities
户外标志和旗帜 Outdoor sign/banner
OCLC WorldCat Local “quick start”
27%
188%
10%
从2005 – 2007年
网络使用的变化
33%
33%
怎样与用户挂
where
users are
钩？怎样与用
How can we put our
library resources
户挂钩？
什么是 WorldCat ,WorldCat.org,
WorldCat Local “quick start”?
图书馆自己的牌子， 标识， 颜色
 检索本馆藏，其他馆藏，世界各馆馆藏
 资源共享
 社交网络工具
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595,310,617
32,674,282
宣传材料
Customize promotional materials
• Access from WorldCat
Local Web site
• Customize logo and URL
• Print locally at Kinko’s
+ news releases and newsletter articles
宣传材料
Customize promotional materials
http://www.oclc.org/us/en/worldcat/promote/default.htm
感谢：
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Marketing Our libraries http://www.librarysupportstaff.com/marketinglibs.html
Ohio Library Council and E. Chanley: http://www.olc.org/marketing/
Michael Leach http://www.webjunction.org/community-webinars//articles/content/27812114
New York Times http://www.nytimes.com/2010/03/21/books/21mash.html
PLA:
http://www.libraryjournal.com/article/CA6724444.html?nid=2671&rid=#reg_vi
sitor_id&source=title
http://www.scribd.com/doc/29104363/PLA20somethings
谢谢!!!
???
questions