Business Model Canvas (BMC)- A new venture concept
Social Media Marketing for Libraries (& Organizations)
1. Social Media Marketing
For Libraries (& Organizations)
Lisa Carlucci Thomas
Director & Founder
Design Think Do
lisa@designthinkdo.org
http://facebook.com/designthinkdo
twitter: @lisacarlucci
2. Social Media Marketing Workshop
#designthinkdo #ERL13
• Introductions
– Two Truths and a Lie
• Objectives
– Brand Development + Community Engagement
• Goals for social media marketing
– What are your top three priorities?
– Who are the stakeholders?
– Write them down [discuss]
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3. Building a Brand
• It’s all in a name (naming conventions)
• What do you want to convey? What do you
want community to know and remember?
• First impressions count
• Logo + Message + Voice
• Example: Buc-ees
• What’s your brand identity?
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4. Building a Brand
• http://namechk.com
• Brief, clear, consistent
• Use the same name everywhere
• More on brand recognition
• Choose platforms based on purpose and goals
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5. Building a Brand
Exercise:
1. What’s your brand identity?
2. Logo? Name?
3. What are you conveying?
4. Is it effective, brief, memorable, available?
5. Does it create a positive impression?
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6. Social Sharing & Endorsement
1. Know Your Audience
• Malcolm Gladwell: “The Tipping Point”
– Mavens: Detailed content experts
– Connectors: Community builders, networkers
– Salesmen: Persuasive, eager to share
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7. Social Sharing & Endorsement
2. Use Effective Techniques
• Simon Sinek: “The Golden Circle”
– Why / How / What
“People don’t buy what you do,
they buy why you do it.” - SS
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8. Social Sharing & Endorsement
3. Develop Community
• John McKnight: “Asset Based Community
Development”
– What are your skills?
– What are your passions?
– What can you teach?
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9. Social Sharing & Endorsement
4. If You Build It…
• Lisa Carlucci Thomas “Think Social, Think
Emotional, Think Customizable”
- Social (Endorsement = Greater reach)
- Emotional (Compelling , ‘Double Rainbow’)
- Customizable (Old / New Spice)
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10. Social Sharing & Endorsement
5. Be Human Online
David Lee King: “It’s a conversation. Trust.”
http://www.davidleeking.com
http://www.ustream.tv/recorded/29835166
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11. Social Sharing & Endorsement
Exercise:
1. Know Your Audience
2. Use Effective Techniques
3. Develop Community
4. If You Build It…
5. Be Human Online
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33. Tools, Techniques, Platforms, Services
Exercise:
• Thinking of your brand, identify and list 3-5
social media platforms that meet your
organization’s social media marketing goals
• Rank them in order of importance/ purpose
• Why? How?
• Discuss & Report
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34. Skills & Strategies
• Social Media Conversations at ER&L #ideadrop
– David Lee King, “Being Human Online”
– Lisa Carlucci Thomas, "Social Media & Libraries"
• Schedule time and cross training for ALL staff
• Coordinate, but don’t micromanage
• Establish guidelines AND trust
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35. Skills & Strategies
• Analytics
– Facebook
– Google
– Hootsuite
– Other Examples
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36. Skills & Strategies
• Archiving
– What to keep?
– How long?
– Articulate (& Document): Why?
– Who’s responsible?
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37. Skills & Strategies
• Management & Succession Planning
– Who minds the store?
– Who looks ahead?
Exercise:
– How will this be managed at your organization?
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38. Skills & Strategies
• Value
– When will you know you succeeded?
– Who needs to know (stakeholders)?
– Reporting method & schedule
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39. Wrap Up / Q&A
• Top three marketing priorities
• Brand identity
• Understand social sharing
1. Know Your Audience
2. Use Effective Techniques
3. Develop Community
4. If You Build It…
5. Be Human Online
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40. Wrap Up / Q&A
• Choose platforms effectively
• Skills and strategies for success
• Archiving & policy
• Management & succession planning
• Demonstrate value
Design / Think / Do
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41. Social Media Marketing
For Libraries (& Organizations)
Lisa Carlucci Thomas
Director & Founder
Design Think Do
lisa@designthinkdo.org
Innovative & Inspiring Workshops
Organizational Consulting & Creative Services