Library Marketing with
Meaning: Keeping Up
with the Future
Jill S. Stover
Undergraduate Services Librarian
Virginia Commonwealth University
jsstover@vcu.edu | AIM: JillatCabell |
blog: http://librarymarketing.blogspot.com
http://www.people.vcu.edu/~jsstover/solinet0506
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Get to know marketing

Definition: “Marketing consists of the
strategies and tactics used to identify,
create and maintain satisfying
relationships with customers that
result in value for both the customer
and the marketer.”
-KnowThis.com, Principles of Marketing Tutorial
http://www.people.vcu.edu/~jsstover/solinet0506
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Barriers

Three C’s:

Clutter - Example
• Has Advertising
Killed Itself?


Choice
Cynicism
• "A Person Like
Me“
• Epinions
http://www.people.vcu.edu/~jsstover/solinet0506
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Get to know marketers

Marketers are
people too

Jaffe Juice:
Manifesto from
the Blogosphere
http://www.people.vcu.edu/~jsstover/solinet0506
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Communication: A two-way
street

Blogs: Businesses






Microsoft employee blogs - example
Fastlane (GM) - example
Knit Happens
More: Fortune 500 Business Blogging Wiki
Blogs: Libraries – Example: Hennepin’s
Catalog News
Resource: Naked Conversations
http://www.people.vcu.edu/~jsstover/solinet0506
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Communication: It’s not just
about talking
“If A is success in life, then A equals x
plus y plus z. Work is x; y is play; and
z is keeping your mouth shut.”- Albert
Einstein, Observer, Jan. 15, 1950
 Examples:
DePaul University’s faculty evals description
 Intuitive Revelations

http://www.people.vcu.edu/~jsstover/solinet0506
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Communication: How to
listen
 Resources:
“Companies Mine Blogs for Market
Research”
 Virtual Anthropology | Trend Unit
 PubSub | Technorati
 To Leverage WOM, Listen First

http://www.people.vcu.edu/~jsstover/solinet0506
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Customers as promoters

Word-of-Mouth


WOM 101 from WOMMA - example
Customer evangelists
• Read the manifesto
• Top 6 Tips to Understanding Customer
Evangelism

Business Examples:


Snakes on a Blog | ilounge | Makers Mark |
CoffeeCup | Converse
Library Examples:

NYPL - Tell Us Your Story | W. Kentucky U. |
Mount Laurel - Logo contest
http://www.people.vcu.edu/~jsstover/solinet0506
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Customers as co-developers

Examples
BBC
 Amazon | WorldCat
 Advisory committees
 Thomas Ford’s Audio Reviews by
Teens


Resource: Customer-Made
http://www.people.vcu.edu/~jsstover/solinet0506
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Your turn…

Library Marketing with Meaning Wiki


Continue the conversation and add
your own thoughts!
Presentation at:
http://www.people.vcu.edu/~jsstover/solinet0506.ppt
Thank you!
http://www.people.vcu.edu/~jsstover/solinet0506
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