Workshop at ER&L 2013, Austin, TX. March 20, 2013.

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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12. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
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13. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 13

14. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 14

15. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 15

16. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 16

17. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 17

18. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 18

19. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 19

20. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 20

21. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 21

22. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 22

23. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 23

24. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 24

25. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 25

26. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 26

27. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 27

28. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 28

29. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 29

30. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 30

31. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
3/20/2013 Design Think Do #designthinkdo 31

32. Tools, Techniques, Platforms, Services
1. Facebook 11. Tumblr
2. Twitter 12. Foursquare
3. Google Alerts 13. Slideshare
4. YouTube 14. Scribd
5. Vimeo 15. Bit.ly
6. Vine 16. Blogs
7. Ustream 17. Mailing Lists
8. Flickr 18. Storify
9. Instagram 19. HootSuite
10. Pinterest 20. Spredfast
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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