1. Cool Technologies and Your
Library’s PR Plan
The Rest of Us
Leah Krevit
Rice University
Stephen Abram, MLS, Dysart & Jones
OLA Super Conference
Toronto Jan. 31, 2013

2. Change
and
Challenges
These slides will also be available at Stephen’s Lighthouse blog

4. INFLUENCE: The Basics
• Public Relations
• Promotion
• Marketing
• Lobbying
• Advocacy
• Sales and Selling

5. Advertising
Product
Personal selling
Promotion Price Marketing Mix
Public Relations Distribution
Publicity
Promotional Mix

6. 6P’s or 6C’s
• Product • Content
• Place • Context
• Positioning • Community
• Price • Collaboration
• Promotion • Collegiality
• PR • Coalition(s)

7. Issues
• Transformation not information.
• Infrastructure not institution.
• Necessity not nice to have.
• Future rather than past.
• Return on investment (for me) not altruism
for others.

8. Permission and Trust
• Character
• Competence
• Confidence
• Credibility
• Congruence
.

10. Is Your Library an Event?
What experiences are you
promoting? What’s the benefit?

22. 18+ PR Tools for Libraries
1. YouTube  10.Twitter 
2. Second Life  11.Instagram, Pinterest 
3. MySpace  12.NowPublic 
4. Facebook  13.MyBlogLog 
5. Flickr, Tumblr  14.Blogging 
6. Podcasts / iTunes 15.Tagging, Scanning, RSS 
7. Wikipedia  16.SEO, SMO 
8. Ning  17.LinkedIn / Plaxo 
9. WebEx / 18.SurveyMonkey /
LiveMeeting  Zoomerang 

26. Social Glue and Libraries

27. ASK YOURSELF
• What is more important for value-based
funding?
• What tugs at the heartstrings?
• 6% annual increases in circulation?
• 100% increases in ILL?
• 500% increases in website hits?
• 1000% increases in database results?
• 50% increases in customer satisfaction?

28. Or Stories?

29. 7 Tricks You Can Do Right Away
• Number One:
• What are your top reference questions?

30. 7 Tricks You Can Do Right Away
• Number Two:
• Promote your staff – FB, Tweets, web
pages, photos

31. 7 Tricks You Can Do Right Away
• Number Three:
• Do a Signage Audit and a walkthrough
• (physical and virtual with a newbie)

33. 7 Tricks You Can Do Right Away
• Number Four:
• Get Some Widgets (Hint: API)

34. 7 Tricks You Can Do Right Away
• Number Five:
• Get Jiggy with GIS.

36. 7 Tricks You Can Do Right Away
• Number Six:
• Go Beyond Statistics
• Google Analytics
• Foresee

37. What We Never Knew Before
 27% of our users are under 18.
 59% are female.
 29% are college students.
 5% are professors and 6% are teachers.
 On any given day, 35% of our users are there for the
first time.
 29% found our products via the library website.
 59% found what they were looking for on their first
search.
 72% trusted the content more than what they found
on Google.
 But, 81% still use Google.

38. Driving User to the Library
• Website
• Partners
• WorldCat
• iPhone App
• Geo-IP measures
• Etc.
• Watch for more . . .?

39. 7 Tricks You Can Do Right Away
• Number Seven:
• Develop a STORY collection strategy

40. The thing about
success, is that it’s
not about things.
Or 2.0 Technology

41. Are we going to a totally build
it yourself world?
Imagine IKEA merging with GM...

44. Yes, this is ancient wisdom: clients aren't buying
your hammer, they are buying the deck of their
dreams. Help them build it.

45. OK – What is
happening that
will change
everything?

46. “The Internet
has now
progressed to
its infancy”

47. LIBRARIES
COMPETE
Google
Books
Settlement

48. LIBRARIES
COMPETE
Google
Editions:
Bookstore

50. LIBRARIES
COMPETE
SEO:
Search Engine
Optimization
SMO:
Social Media Optimization

51. I my
customers

52. Geo-IP LIBRARIES
COMPETE

53. Top 10 Ways to Drive People to
the Library Using Social Media
1. Find the Influencers 6. Video Camera Crazy
2. Connect with the 7. Tweet and be
Influencers Tweeted
3. Motivate the 8. E-mails – yep – they
Influencers still work
4. Build Buzz and 9. Survey
Interest 10.Measure and refine
5. Kodak Moments (rinse and repeat)
Bonus: Testimonials!

54. LIBRARIES
COMPETE
Transmogrifying
Containers

55. LIBRARIES
COMPETE
Broadband

56. The Cloud
LIBRARIES
COMPETE
…printing
…software
…storage

57. The Article LIBRARIES
COMPETE
Economy++
Format
Agnosticism

58. LIBRARIES
COMPETE
The Yahoo!/Bing
iPhone,
Facebook
Migration

59. Devices
LIBRARIES
like iPads, COMPETE
Kobo,
Kindles,
Fire,
and Mobile

60. eBook Growth

61. Supporting the 21st Century book experience?

62. Kobo, iPad, Amazon, Apple, iPDF, etc. . . .

64. LIBRARIES
COMPETE
Mobile

67. LIBRARIES
COMPETE
The Experience

68. A Third Path

72. Context is King,
not Content.
Curation and Contact Rule

73. Community
Stories

74. Stories
Conversations

75. Stories
Relationships

76. Stories
The
Social
Life
of
Information
Community Networks

77. Life
Stories

78. Connection
Stories

79. Personalization
Stories

80. Comfort

81. Simplicity

82. Learning

83. Trans-Literacy
Move beyond reading & PC skills
• Reading literacy • News literacy
• Numeracy • Technology literacy
• Critical literacy • Information literacy
• Social literacy • Media literacy
• Computer literacy • Adaptive literacy
• Web literacy • Research literacy
• Content literacy • Academic literacy
• Written literacy • Reputation, Etc.

85. These are exciting times.
Choose between achieving a
dynamic and exciting future vision
or longing for a nostalgic past.

87. The power of libraries

88. Speak Out!

89. Surprise Them!

90. toon Che
Shelfdesc
Trust Experiments!

92. CLA Join us on the Hill!

93. Stephen Abram, MLS, FSLA
Dysart & Jones, Lighthouse Partners
Cel: 416-669-4855
stephen.abram@gmail.com
Stephen’s Lighthouse Blog
http://stephenslighthouse.com
Twitter: sabram