Group items tagged

-inbound media creates dialogue *facilitated by social media, the perfect place for two-way conversations between products and consumers -inbound marketing focuses on earning a person's attention *has to be consumer oriented or directed, can't be done blindly or scattershot -earning vs pushing *finding vs seeking *marketer seeks to educate/entertain vs marketer pushes product blindly -inbound marketing uses social media and content marketing (eBooks, podcasts, blogs) -when done right, the viral potential of the marketing campaign can be substantial, which increases SEO and hits, which improves ranking *plus inbound marketing is cheaper!

-Opt-in marketing is permission marketing (ways for users to monitor and control spam) *gives people a sense of control over social media! *permissions/subscription access on FB, for example *simple, easy and user-friendly (requires a one-click only) *marketing is marketing, however its defined -opt-ins give privileged access to consumers *(can create a channel for feedback and reward) -" with digital permission marketing, you can have your cake and eat it too. Just as consumers communicate with each other via social and mobile media, so should brands and consumers"

1. Own your voice, don't share it *locate and identify key words and phrases to appeal to patrons, don't copy or imitate 2. Resolve to be relevant -five need states: utility, entertainment, information, rewards and recognition *online pyramid of needs? How does it compare to Maslow? 3. Context is King, and Content is Queen -value = creativity + technology *relevant content + context is essential to connect with consumers 4. The Data is smarter, are you? *change the way the data is measured 5. They's changed the channel *98% of 18-24 yr olds use social media *use social media in new ways to catch consumers, and enhance brand prestige/awareness

1. Engaging in one-way conversations 2. Not knowing when to chat, and when to advertise *using/leveraging some of that social capital in order to gain more in the long term 3. "Shiny Object Syndrome" *only review new stuff periodically, spend most of your time working on the already established stuff *maybe set aside time each week to review new websites/apps/programs 4. Poor Messaging *be sure you are projecting the appropriate message for your audience 5. Sales Faux Pas *including the wrong message at the wrong time can cost you an audience

Foursquare at Topeka-Shawnee County Public Library

-easy way to market libraries, and encourage participation *a way to measure the online neighborhood in a physical sense *play games with patrons, connect! -add tags, tips, to-do lists, events and "shout-outs"

From slides: Teen online activities: 94% do research for school, 81% research entertainment (movies, sports stars, TV shows, music), 57% watched videos, 55% research universities and schools, 48% bought something. Mentioned activities: fan fiction, teen remixed videos, rate the teacher, ebooks / texting, photo-taking and sharing, homework help. Typical number of texts per day: mean 112. median 50 (teen texters). 8% of teens 12-17 on Twitter.

-reading as a "social contact sport" *how to make the library meme-worthy for teens -94% of students do research for assignments online (steer them to the library how? Create events around exam time? Market the library's databases and librarians ready to assist, etc. Invest in YA eBooks that can be downloaded to devices -teens share, remix and blog more than then average population -avg teen sends 112 text/day *library SMS services can target teens -teens owning smartphones: 35% *mobile apps, games, video, SMS... all ways to target YA audience for libraries *teens are more likely to cross disciplines in research and writing... nothing is merely itself anymore, everything can be, and is connected to more

-"An interdisciplinary approach that brings together views and expertise from sociology, urban studies, interaction design, and related disciplines will assist with efforts to facilitate urban neighborhood community building, social inclusion, public consultation and debate, fair access to local information and services, urban sustainability, and healthier local economies." (66) *this interdisciplinary approach can work for libraries too! -""portfolio of sociability"" (67) *collection of virtual tools that help to establish and maintain connections (both close, weak and latent) -"The Internet has not substituted but supplemented off-line interaction with online interaction...the Internet as well as mobile communication devices such as mobile phones, laptops, and personal digital assistants (PDA) allow people to maintain social ties in different ways by taking advantage of new features." (67) *people use these devices to strengthen already existing ties, not create new ones, mostly -"Wellman argues that, while people become more accustomed with the features these tools offer, the nature of the social ties that people establish and maintain changes from "door-to-door" and "place-to-place" relationships to "person-to-person" and "role-to-role" relationships. He creates a holistic theoretical framework that builds on the dual nature in the interplay between community and the individual. He describes the emerging qualities of this behavior as networked individualism." (67) *as location becomes less important, networks become more important. People are less attracted to that which is in their geographical area, and more inclined to seek out like-minded people in similar areas of interest

-"The act of reappropriation (e.g., from the professional use of a pager to the social use of SMS) implies that there are opportunities to design and develop purpose-built systems from the ground up, which, instead of merely trying to make ends meet, take the unique requirements into account of the social- and place-based context in which they are used. (67) *tech can be re-purposed to market and develop community ties *people used to have to deal with geographical restrictions, and created social networks from geography, not interest or desire. This led, for some people, to an atrophying of interests, due to lack of community. SNSs allow people to find other people with shared interests, and develop them. Libraries can assist in shared communities over SNSs by providing links and resources to a variety of information. -"Place and proximity continue to matter in every socioeconomic context, because there are no Internet applications that can completely substitute real-time, co-located, face-to-face interaction" (68) *engage them online, bring them into the library proper *neighborhood ties still matter, but now they are place-independent. While proximity matters for some interactions, the majority of social ties can be maintained independently of physical location

-In the absence of a common enemy, a shared purpose or a pre-existing village-like atmosphere, are there other reasons and motivations for social encounters to occur and for the formation of residential networks in urban neighborhoods? (72) *the idea of urban tribes, still loosely held together by geography but now also united by common interest (people can find each other in large cities) -"The findings of these sociological studies provide essential insights for a new design methodology that can guide the successful development of interactive systems and devices that can stimulate local interaction and animate urban neighborhoods." (73) *bring people to libraries! (even if they just visit online at an eBranch) *in order to be effective, people must participate in the design and implementation of the project. They have to have a voice. *no more one-way channels of broadcasting, there has to be communication and an exchange of ideas between institution and people in order to foster that sense of community *where the author talks about the size, growth and critical mass of the perceived system, he is talking about FB (refers to it as an "urban tribe incubator")

-SNSs change the meaning and perception of popularity *popular people maintain/increase popularity while less-popular have a chance to create new identities -perception of attractiveness still matters re profile pic and albums *libraries need to be conscious of brand and marketing. Create a unified brand which is easily recognizable across the SNSs. *visual aspects of the profile are just as key as content. In a world dominated by SNSs, appearance matters -SNSs have also changed people's method and expectations of communication

Facebook statistics in infographic format

-Avg user has 130 friends. -people can interact w/ over 900 million objects on FB (people, pages, events, games, etc) *how to make the library stand out? -Avg user connected to 80 pages, groups or events -20 million apps are installed each day on FB *apps for librry use potentially? Help leverage social capital? -350 million active users are using mobile apps to access FB *integrate library's mobile presence + widgets + FB? -Out of the Top 10 FB pages, 6: musicians, 1: product, 1: service, 1: game, 1: TV show *users gravitate toward celebrities, people they recognize/admire. How can libraries leverage this tendency toward human interaction? Maybe a human face to the library? -Out of Top 10 apps, 5 are FB mobile sites or markup languages for FB. The other 5 are games. *potential for library interactivity? -Top 10 Brands no FB are all immediately recognizable, and have distinctive marketing campaigns

-online vs offline social networks: what is happening when more people go online? -possible ideas of sociotechnical capital revolving in a more cyclical fashion *other articles (find!) mentioned the idea of FB interactions rising and falling, this could be similar -Internet-Focused Social Capital Research (history of social capital on the internet) *early researchers adopted an either/or philosophy where time spent online devalued time spent offline. They failed to conceive of a world where social interactions could be valuable online. -as different mediums occupy time, it is important to note that social interactions can occur within the online medium (unlike tv) *mediums allow for interactions around the medium... can discuss what was on tv, share memes, etc -Putnam's concepts of "bridging" and "bonding": "bridging" social capital is inclusive. It occurs when individuals from different backgrounds make connections between social networks. "bonding" can be exclusive... The continued reciprocity found in bonding social capital provides strong emotional and substantive support and enables mobilization. *libraries want to bridge social connections and form weak ties with all patrons online *more and diverse ties to better reflect the community -matrix of social capital measures Online Bonding Offline Bonding Online Bridging Offline Bridging -Putnam suggested that the social capital derived from bridging, weak-tie networks is "better for linkage to external assets and for information diffusion" (2000, p. 22). *validates the idea that libraries need bridging, weak-ties for information diffusion *marketing on FB is info diffusion