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Presented by Michael Porter & Helene Blowers
The old paradigm was to control the look and feel of the brand.
The n ew paradigm is to influence the character and portability of the brand. An example was Chick-fil-a's Show Us the Cow promotion. Could we do something like this - show us the iStar?
Turn the marketing over to the people.
Examples:
- Allen County Public Library - Community album, participated in A Day in the Life of Allen County. Could we do something like this - a day in the life of Harris County?
- Libraries & Librarians Flickr group; 365 library days project - great place to get marketing ideas.
- San Mateo County Library - ads across the top for Flickr & MySpace
- Hennepin County Bookspace - Submit a Photo of yourself reading Harry Potter
- Use the Flickr API to upload photos to Flickr. Note included disclaimer that the user agrees to when submitting the photo.
- PLCMC Foto Fun - Used Big Huge Labs Flickr Fun application to get users to submit motivational posters.
- Denver PL How I had Fun in the Library YouTube contest
- Louisville PL - A Library Champion Lives Here - Real & virtual meet
It's not about us, it's about the community
We're about stories, but we're terrible at telling ours
When you showcase public contributions THEY spread the word
8 Steps to Marketing 2.0
- Educate - Learn about social media
- Experience - participate & join the conversation
- Envision - Develop a 2.0 marketing plan
- Engage - Create social celebrations; focus on customer/community
- Enable - Help your library brand & content to travel (widgets, toolbars)
- Expand - Play with multimedia
- Explore - Learn as you go & track success
- EXPERIMENT
Always remember, the best way to get customers to market your brand is to let them market themselves
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