[email protected] Tel 020 8725 5522 1 Marketing and Profile-raising through blogging Christine Goodair, BA MCLIP CIG Workshop 8 th June 2007

[email protected] Tel 020 8725 5522

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Marketing and Profile-raising through blogging

Christine Goodair, BA MCLIPCIG Workshop 8th June 2007


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What is marketing?

Marketing is defined as• ‘the management process responsible for

identifying, anticipating and satisfying customers’ requirements profitably’ The Chartered Institute of Marketing

And its primary aim is • “to deliver products and services to the right

audience at the right price and at the right time, thereby increasing brand loyalty”


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Why is it important to libraries and information services?

• Competition from the Internet, online book stores• Competition from other departments for funds• Raise profile• Meet targets for funders• Change perceptions• Learn about your users• Help improve or develop new services


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Why run a marketing campaign?

• To raise awareness of resources and services

• To raise the profile both within the parent organisation and externally

• To inform both internal and external users about new services

• Raise awareness of skills and knowlegde of information team


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Planning and Preparation• Research - analyse the situation –user community &

their needs• Identify the resources/ skills you have or need• Look at management information – identify trends and

patterns • Be alert for new & creative ideas• Plan – get focused set aim/mission; set targets – ask why

….in order to• Develop a message, find your unique selling point.• Review and evaluate progress.


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Marketing Tools

• Traditional –leaflets; bookmarks; posters; theme days; press releases; calendars; business cards etc

• Word of mouth; product champions; use feedback; talks & presentations

• Online – emails, websites, blogs, wikis and what ever comes next………….


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Blogging as a Marketing Tool

• Virtual word of mouth• Enlist “the library family”• Use it creatively – bibliographic awareness,

announcing new services; weekly articles on topic of interest

• Seek out experts to contribute• Use it to attract new users, develop or

strengthen networks


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Impact and Outcomes

• Increased traffic to library section of website

• Average of 2000 weekly downloads of articles

• Increased presence - something “out there” every week

• Penetration of new markets


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Impact and Outcomes• Raising of profile both internally and externally• Demonstrating modern practice –challenges

traditional perceptions• Develop new skills & enhance current skills• Virtual to print – writing for the blog brought

about commissions to write for print journals!• Training and advising on blogs- internally &

externally – Alcohol Concern; DrugScope Publishing; CHILL training.


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Key Media Mentions (from Blogging

Technologies for Outreach Christine Goodair & Anne Welsh Nov 2006)


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Virtual Networking (from Blogging Technologies

for Outreach Christine Goodair & Anne Welsh Nov 2006)


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Syndication (from Blogging Technologies for Outreach

Christine Goodair & Anne Welsh Nov 2006)


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Blog Marketing Aide Memoir

• Blogs can be used for any information– News & events

• Feeds can be used to update a website– Syndication / syndicate yourself

• The blog can ‘stand-alone’– Update regularly

• A robust editorial policy is advisable– Mission– Provide focus– Avoid overlap / duplication with website, etc.


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Reflections and Learning• Tap into existing skills or encourage staff to learn

new ones.• Be prepared to change ways of working• Ask questions about more traditional services – are

they needed.• Avoid overlap/ duplication with other website

resources• Identify new and related topic areas to cover• Monitor for trends both internally & externally


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Reflections and Learning

• Tap into your real-life and virtual networks to find other contributors

• Avoid becoming stale by having guest writers• Recognise that it can take time to take off – like

any new venture• Publicise, but don’t over-market• Criticism shows that that the audience is taking it

seriously• To succeed keep blog up to date & relevant


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Blogging can unblock!

• If you are in a silo, blogging is a way to break through: knowledge transfer – not knowledge alone – is power in the modern world.

• Review, evaluate, and adapt

• Have fun!

Documents

[email protected] Tel 020 8725 5522 1 Marketing and Profile-raising through blogging Christine Goodair, BA MCLIP CIG Workshop 8 th June 2007