marketing with web 2.0
Post on 30-Dec-2015
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Marketing with Web 2.0
A freewheeling discussion, brought to you by ML2SIG
Some guiding principles
• Identify your audience
• Don’t underestimate word of mouth
• Follow the blogs in your field; participate occasionally
• Be authentic
• Know the etiquette
Marketing experiments at MLibrary
• Announcing the Millionth Digitized Book
• Launching Paul Courant’s blog
• Playing with Flickr: Pre-Shelf Life of Library Materials and Banned Books Week photosets
• Selling “Owning the Olympics”
Announcing the Millionth Digitized Book
• Sent a press release to traditional news outlets• Threw a party• Put a link on the Library Gateway• Several UM librarians blogged about it• Offered several different online entry points
– Central website with all the supporting materials– Photoset on Flickr– Statistics slideshow in Slideshare
http://www.lib.umich.edu/news/millionth.html
Launching Au Courant
• Started with a hot topic (Google Book Search)
• Sent personalized messages to a few widely-read bloggers who write about GBS
• Put a note in the Library Newsletter, encouraged MLibrarians to tell their friends
Flickr Photosets: Pre-Shelf Life and Banned Books Week
• Announcement in the Library Newsletter
• Images on the flat screens in Hatcher
• Links on the Library Gateway
• MLibrarians blogged
• A note to Jessamyn West @ librarian.net
Selling “Owning the Olympics”
• NetVibes page
• Messages to news bloggers
• Homepage at digitalculture.org
• Press release about launch of free, online, Open Access version
• A blog for the editor and contributors of the book
Resources
• Library Success Wiki: http://www.libsuccess.org/index.php?title=Marketing
• Seth Godin’s marketing blog: http://sethgodin.typepad.com/seths_blog
• South by Southwest podcasts: http://2008.sxsw.com/coverage/podcasts/
• PR 2.0: http://www.briansolis.com
Questions for Discussion
• How do I choose a marketing plan for my event/website/project?
• Which is better: a targeted campaign or a broad one?
• How do I know if my marketing efforts are working?
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