This document provides an overview of using Web 2.0 tools to market library services. It defines marketing as keeping in touch with customers to understand their needs and develop products and communications to meet those needs. The document contrasts traditional marketing approaches with Web 2.0 marketing, which focuses on collaboration, convenience and community rather than just product, price, placement and promotion. It then outlines an 8-step process for developing a Web 2.0 marketing plan, including identifying needs, researching the audience, setting objectives, crafting messages, choosing tools, implementing, and evaluating effectiveness. Specific Web 2.0 tools are also suggested for finding an audience and monitoring discussions online.

1. Marketing Library Services Using Web 2.0 November 17, 2009 @LoriReed librarytrainer.com

2. Learning Objectives By the end of today’s session you will: Be familiar with the most useful Web 2.0 tools for marketing libraries Have ideas for using Web 2.0 tools for marketing your own library services Use information provided to create a plan for marketing library services and resources.

4. Read their needs

5. Develop products that meet these needs

7. Traditional Marketingvs.2.0 Marketing

8. 4 P’s of Marketing 4 C’s of Marketing 2.0 Product Pricing Placement Promotion Consumer Collaboration Convenience Community

11. Build a Marketing Plan Identify a need. Research. Identify the audience. Identify objectives. Output or outcome? Craft your message. Find the right platform/tools. Develop a plan. Evaluate. How will you know what worked?

12. Step 1: Identify a need

13. Step 2: Research http://flickr.com/photos/auntie/3043374405/

14. Step 3: Identify the audience http://flickr.com/photos/chelmsfordpubliclibrary/466320126/

15. Step 4: Identify objectives http://flickr.com/photos/78239079@N00/2182366965/

16. Step 5: Craft your message http://flickr.com/photos/russandlori/2422692763/

17. Step 6: Find the right platform/tools

18. Step 7: Develop a plan http://flickr.com/photos/russandlori/3288947251/

19. Step 8: Evaluate http://flickr.com/photos/heidigoseek/73168858/

20. Build a Marketing Plan Identify a need. Research. Identify the audience. Identify objectives. Output or outcome? Craft your message. Find the right platform/tools. Develop a plan. Evaluate. How will you know what worked?

21. Can your users find you?

23. What services do you offer?List yourself in those directories

35. What are people saying about you? Google Google alerts google.com/alerts Technorati technorati.com Feedster feedster.com Bloglines bloglines.com Twitter search search.twitter.com You Tube

36. Google Alerts

37. gotoweb20.net

38. Tips Keep content up to date Don’t underestimate staff time Utilize teens, volunteers, interns Stick to your message Duplicate content in multiple places to save time Connect with users in their spaces: blogs, MySpace, Facebook, twitter

39. Resources Seven Strategies for Marketing in a Web 2.0 World by Darlene Fichterhttp://www.infotoday.com/mls/mar07/Fichter.shtml DavidLeeKing.com authored by David Lee King LibrarianinBlack.net authored by Sarah Houghton-Jan The M Word http://themwordblog.blogspot.com

40. Questions? Lori Reed email: reedlori@gmail.com web: librarytrainer.com twitter: @lorireed