1. cgoodair@sgul.ac.uk Tel 020 8725 5522 1 Marketing and Profile-raising through blogging Christine Goodair, BA MCLIP CIG Workshop 8 th June 2007

2. cgoodair@sgul.ac.uk Tel 020 8725 5522 2 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

3. cgoodair@sgul.ac.uk Tel 020 8725 5522 3 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

4. cgoodair@sgul.ac.uk Tel 020 8725 5522 4 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

5. cgoodair@sgul.ac.uk Tel 020 8725 5522 5 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.

6. cgoodair@sgul.ac.uk Tel 020 8725 5522 6 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………….

7. cgoodair@sgul.ac.uk Tel 020 8725 5522 7 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

8. cgoodair@sgul.ac.uk Tel 020 8725 5522 8 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

9. cgoodair@sgul.ac.uk Tel 020 8725 5522 9 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.

10. cgoodair@sgul.ac.uk Tel 020 8725 5522 10 Key Media Mentions ( from Blogging Technologies for Outreach Christine Goodair & Anne Welsh Nov 2006)

11. cgoodair@sgul.ac.uk Tel 020 8725 5522 11 Virtual Networking ( from Blogging Technologies for Outreach Christine Goodair & Anne Welsh Nov 2006)

12. cgoodair@sgul.ac.uk Tel 020 8725 5522 12 Syndication ( from Blogging Technologies for Outreach Christine Goodair & Anne Welsh Nov 2006)

13. cgoodair@sgul.ac.uk Tel 020 8725 5522 13 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.

14. cgoodair@sgul.ac.uk Tel 020 8725 5522 14 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

15. cgoodair@sgul.ac.uk Tel 020 8725 5522 15 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 dont over-market Criticism shows that that the audience is taking it seriously To succeed keep blog up to date & relevant

16. cgoodair@sgul.ac.uk Tel 020 8725 5522 16 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!