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Premium member Presentation Transcript Social Media Tools: Their Use in Marketing & in Libraries: Social Media Tools: Their Use in Marketing & in Libraries Prepared By: Shauna Owens Presented: April 29, 2012 Presented to: The Double C School BoardWelcome : Welcome Welcome esteemed members of our school board, my name is Shauna Owens and today we are going, to take a look at Social Media Tools and how they are currently used in the business and library arenas. So sit back, relax and prepare to be entertained and informed. Thank you for your time. Shauna Owens, LibrarianContents: Contents The topics to be covered in this presentation are as follows: What are Social Media Tools? Types of Social Media Tools? A Brief History of Social Media Tools. Social Media Tools in Marketing. Social Media Tools in the Library. And finally, How would the Double C Library Use Social Media Tools to enhance our services?What are Social Media Tools?: What are Social Media Tools?What are Social Media Tools?: What are Social Media Tools? Axel Schultze ( n.d .) writes that “Social Media is the collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs” (as cited in Lake, 2009, para.11). According to Lazworld ( n.d .) they include “social networking sites like LinkedIn, Facebook , or My Space, social bookmarking sites like Del.icio.us, social news sites like Digg or Simpy , and other sites that are centered on user interaction” (as cited in Lake, 2009, para.6).Types of Social Media Tools?: Types of Social Media Tools?Types of Social Media Tools : Types of Social Media Tools Nicholas (2012) provides the following 14 categories for social media tools: Social networking ( Facebook , Linkedin , Google+, Ning ) Private social networking/ enterprise social platforms (Microsoft Sharepoint , Yammer, IBM Lotus Connections, Adobe Connect, Basecamp , Jive, SocialCast ) Blogging (Blogger, Typepad , WordPress ) Microblogging (Twitter, Tumblr ) Media sharing: Video (YouTube, Vimeo ) Audio ( Soundcloud , Audioboo , iTunes) Photos (Flicker, Instragram , DeviantART , Posterous ) Documents (Google docs, SlideShare , Issu ) Multimedia ( Tumblr , Posterous ) News/ Bookmarking/ Content Aggregators/ RSS Feeds (Delicious, Digg , Stumbleupon , Quora , Reddit , Slashdot, Feedburner , Technorati , Google Alerts, Google Reader)Types of Social Media Tools : Types of Social Media Tools Social media productivity tools ( Tweetdeck , Hootsuite , Evernote ) Social Q&A/ Customer reviews/ Forums/ Surveys (Answers.com, Yahoo Answers, Quora , Zaga , Yelp, Angies List, Survey Monkey, Doodle) Geo Location ( FourSquare , Oink) Social living/ E Commerce (Living Social, Groupon , Meetup.com, EBay, Etsy , Virb , Cafepress ) Livecasting / Online conferencing ( WebMeeting , GoToMeeting , Skype, UStream.tv, QIK.com, Livestream.com) Email campaigns/ Marketing ( MailChimp , Constant Contact, Vertical Response) Social media monitoring/Analytics (Radian6, Google Analytics, Klout , Grader.com) Wikis ( PBWorks , MediaWiki , Wikispaces , SocialText , WetPaint )PowerPoint Presentation: Seems like mouthful huh?A Brief History of Social Media Tools: A Brief History of Social Media ToolsSocial Media Tools: A Brief History: Social Media Tools: A Brief History Social media tools belong to the Web 2.0 generation. Web 2.0 as defined by Miller (2009) is “the view of the Web as a platform, delivering useful applications and enabling a more dynamic, interactive and participatory Web” (p. 361). Some Web 2.0 tools include RSS Blogs and Podcasts, Wikis, Social Networking Services, Flicker, YouTube, Shared Bookmarking, Instant Messaging, Twitter, Taggings and Mashups (Miller, 2009). This is unlike its predecessor, Web 1.0. According to Evans ( n.d .) websites of Web 1.0 were not very interactive, nor were they updated frequently there is very little interaction between sites.Social Media Tools: A Brief History: Social Media Tools: A Brief History According to Edwards (2011) “Social media as we know it -- Facebook , Twitter, Linkedin , etc. -- is only 15 years old, and yet it feels as if they are permanent fixtures in our lives that have been with us forever” ( para . 1). Social Media is believed to have been developed in 1994 with the invention of theGlobe.com (Edwards, 2011). It was founded by Stephan Paternot and Todd Krizelman and featured a website that offered personalization, chat room and messaging services to its users (Edwards, 2011, para . 2). In 1994, Geocities provided users with home pages that could be customized (Edwards, 2011, para . 4). It was considered on the first suppliers of user-generated content and was used by a lot of individuals and business to upload their contact information and photos (Edwards, 2011, para . 4). Social Media: A Throwback in TimeSocial Media Tools: A Brief History: Social Media Tools: A Brief History In 1996 ICQ a free Instant Messaging software popularizes Instant Messaging (Edwards, 2011, para . 3). In 1997 it was acquired by AOL (Edwards, 2011, para.3). In 1997 Sixdegrees.com invents the social network (Edwards, 2011, para . 5). It provided users with bulletin boards, emails and online messaging (Edwards, 2011, para . 5). It closed in 2011 (Edwards, 2011, para . 5). In 1999 the debut of LiveJournal was the first of many sites to offer blogging services and thus the online diary keeping craze began (Edwards, 2011, para.6).Social Media Tools: A Brief History: Social Media Tools: A Brief History In 2002 the concept of “friends” was invented by Friendster (Edwards, 2011, para.7). It accomplished what its predecessor SixDegrees.com failed to do-gain popularity through users’ collection of “friends.” In 2003 Myspace gave users another opportunity to create a custom homepage with messaging and photosharing capabilities as well (Edwards, 2011, para . 8). MySpace was a hit with teens but its popularity began fade when the better designed and more user friendly Facebook made its debut (Edwards, 2011, para.8).Social Media Tools: A Brief History: Social Media Tools: A Brief History 2004 saw the launch of Facebook (Edwards, 2011, para.9). Today it has over 750 million users and continues to grow daily (Edwards, 2011, para.9). It is very simple to use and a favorite with businesses (Edwards, 2011, para.9). 2006 was also a big year for social media tools as it saw the launch of Twittter (Edwards, 2011, para . 10). The very first tweet was published on March 6, 2006 and today the service has over 200 million users (Edwards, 2011, para . 10). According to Edwards (2011) Twitter’s “genius lies in the realization that a lot of people want to keep some sort of blog but are either bad at writing or don't want to write at length” ( para . 10).Social Media Tools in Marketing : Social Media Tools in MarketingSocial Media in Marketing : Social Media in Marketing It is common knowledge that social media tools have and continue to dominate the marketing arena. However, just to be sure, let us take a look at the 2009 Social Media Marketing Industry Report: How Marketers are Using Social Media to Grow their Businesses. This Michael Stelzner study, sponsored by Social Media Success Summit-Social examines the social media networks that marketers are currently using and those that they have had and are having success with (Camusio, n.d ., para.1).Social Media Survey: Social Media Survey To collect the data for the study a survey was distributed via email, Facebook and blogs which resulted in 880 respondents (Camusio, n.d ., para . 2). The study found that 88% of the businesses surveyed, use social networks with a total of 81% of them reporting gaining business exposure as a result (Camusio, n.d ., para . 4). The study also found that 64% of the respondents spend at least 5 hours a week or more, while 39% invest 10 hours per week or more, while 9.6% spend over 20 hours social media network marketing (Camusio, n.d ., para.5).The Benefits of Social Media Marketing (Survey): The Benefits of Social Media Marketing (Survey) As previously mentioned 81% of respondents reported that the greatest benefit received from social media marketing was business exposure (Camusio, n.d ., para.8). Other reported benefits were increased traffic or conversion rates reported by 61% of the respondents, new business partnerships, reported by 56% of the respondents, rise in search engine rankings reported by 52% and qualified sales leads reported by 48% of the respondents (Camusio, n.d ., para.8). 45% of the respondents reported that they had reduced marketing costs (Camusio, n.d ., para.8).Social Media Tools Most Frequently Used: Social Media Tools Most Frequently Used The 2009 Social Media Marketing Industry Report also reported that Twitter was the most popular tool used by 86% of the respondents (Camusio, n.d ., para.11). Blogs were used by 79% of the respondents, LinkedIn by 78% of the respondents, Facebook by 77%, YouTube/Video Sites by 41% (Camusio, n.d ., para.11). Social bookmarking sites were used by 38% of the respondents (Camusio, n.d ., para.11).PowerPoint Presentation: So now that we know that businesses actually use social media tools and are reaping the rewards, what are some of the ways that business are using these tools to help to increase their presence and ultimately their profits?Business Applications for Social Media Tools: Business Applications for Social Media Tools Chef (2011) provides us with many different ways that businesses can use social media tools to expand their businesses. These are as follows: To get feedback: Businesses often listen to what people have to say about them on Facebook , Twitter, blogs, etc. Create demand : By consistently providing information about new products, businesses can fuel a demand for them. Offer discounts : These forums can be used to offer discounts. Get attention : These tools can be used for publicity purposes. Spread the word : They can also be used by businesses to inform people about the products and services offered by the company.Business Applications for Social Media Tools: Business Applications for Social Media Tools Let us not forget however: Establish a community : Social media tools can also help businesses to build social communities, so that they and people like themselves can interact with each other and share ideas. Answer questions : It can enable other people to answer the questions of others in regards to your products, sites like Asnwers.com and Yahoo Answers are very helpful. Provide support : Product and service support can also be provided on sites such as these. Get clients : You can also use these tools to get more customers and clients, by being more visible and by providing more opportunities for people to contact you. Build brand loyalty : Social Media tools can also be used to build brand loyalty as they can help you to improve the quality of services you provide or the information they need to help them to make decisions.Business Applications for Social Media Tools: Business Applications for Social Media Tools They can also be used to: Improve CRM : CoTweet on Twitter features a Customer Relationship Management feature that help businesses keep track of past conversations with customers. Empower staff : Businesses can also social media tools to empower their staff and give them a voice. Monitor trends : You can also use social media tools to keep abreast of the latest trends in your field. By perusing sites such as Facebook and Twitter you can easily find out what’s hot or what’s not. Identify influencers : Services like Topsy can allow you to find out who tweets about your business and can rate them as influential or not based on how many clicks they brought to your site.Business Applications for Social Media Tools: Business Applications for Social Media Tools And the list goes on: Forge relationships Raise funds Watch the competition Find talent Organize Create value Locate markets Etc. Etc. Etc. You name it….the marketing possibilities and benefits are endless when it comes to social media tools.Social Media Tools in the Library: Social Media Tools in the Library Businesses aren’t the only ones cashing on the social media craze. Libraries are too. Let’s find out how libraries have been using these tools and the success they’ve had.Social Media Tools in the Library: Social Media Tools in the LibrarySocial Media Tools in the Library: Social Media Tools in the Library Anttiroiko and Savolainen (2011) examined four main reasons why libraries have adopted Web 2.0 technologies (p. 87). The first reason is Communication a need, which is satisified by RSS feeds and short messaging (Anttiroiko and Savolainen, 2011, p. 87). The second need is Content Sharing a need that is served by blogs and content sharing sites such as YouTube messaging (Anttiroiko and Savolainen, 2011, p. 87). The third reason is Social Networking , while Crowdsourcing is the fourth needs that according to Anttiroiko and Savolainen (2011) involves “sharing, aggregating and processing user-generated knowledge” (p. 91).PowerPoint Presentation: We will now examine each of these four, reasons individually.Communication : Communication According to Anttiroiko and Savolainen (2011) “There are a number of Web 2.0 technologies that can be used to serve the ends of communication in public libraries” (p. 92). Chat and Instant messaging technologies are widely adapted by libraries to help them to further their communication goals ( Anttiroiko & Savolainen, 2011, p. 92). Some libraries that use this technology are the San Francisco Public Library, the State Library of Queensland, Australia and the Denmark, the Public Library of Aalborg ( Anttiroiko & Savolainen, 2011, p. 92Communication : Communication RSS feeds are one of the most widely sued technologies of the Web 20 era ( Anttiroiko & Savolainen, 2011, p. 92). These allow libraries a fast and easy way to update information ( Anttiroiko & Savolainen, 2011, p. 92). An example of such a library is the Public Library of Charlotte and Mecklenburg that uses RSS feeds on http://www.plcmc.org/, to keep its users update on library promotions and new items ( Anttiroiko & Savolainen, 2011, p. 92). Anttiroiko and Savolainen (2011) also write that “some public sector organizations use Twitter, which is a short messaging service that works over multiple networks and devices” (p. 92). One library that uses Twitter is the New York Public Library ( http://twitter.com/nypl ) ( Anttiroiko & Savolainen, 2011, p. 92).Content Sharing: Content Sharing Social media tools can provide excellent opportunities for libraries to share information with their patrons and with other libraries. Some content sharing social media tools include blogs and wikis. According to Lankes , Silverstein, and Nicholson (2007) many public libraries use wikis to deliver reports, teach information literacy, and serve as repositories ( as cited in Anttiroiko & Savolainen, 2011, p. 93). One example of a wiki in use is the Saint Joseph County Public Library in Indiana has used open source wiki software to create a subject guide that allows their customers to provide feedback (Curran, Murray and Christian 2007 as cited in Anttiroiko & Savolainen, 2011, p. 92). ).Content Sharing: Content Sharing Blogs, another Content Sharing tool also provides an excellent opportunity for libraries to build community and also to address their customers concerns (Casey and Sevastinuk , 2006 as cited in Anttiroiko & Savolainen, 2011, p. 93). An example of one library who accomplished this is the Orange County Library System who provides its patrons with a monlthy blog on job hunting known as JobSpot (Anttiroiko & Savolainen, 2011, p. 93). They also provide news and information from the Library Director in a Library Leader blog (Anttiroiko &Savolainen, 2011, p. 93). There is even a blog for teens called Techno Teens Live! (Anttiroiko & Savolainen, 2011, p. 93).Social Networking: Social Networking According to Anttiroiko and Savolainen (2011) ” Public sector organizations are increasingly setting up their own sites in social networking services” (p. 93). Sites such as these provide an easy way for organization to provide current information, news, job listings and other information through a medium frequented by younger users ( Anttiroiko & Savolainen, 2011, p. 94). To date, hundreds of libraries have their sites in Facebook and other Social Networking sites and the number of libraries with sites such as these continue to grow as the days go by ( Anttiroiko & Savolainen, 2011, p. 94).Social Networking : Social Networking Libraries that utilize social networking services include: the Turki City Library in Finland, the new York Public Library and the Long Beach Public Library who all have Facebook pages ( Anttiroiko & Savolainen, 2011, p. 94). Let us not forget too, the Alexandrian Public Library that has a MySpace site ( Anttiroiko & Savolainen, 2011, p. 94).Crowd Sourcing : Crowd Sourcing According to Anttiroiko and Savolainen (2011) “libraries may utilize individual users and communities in their efforts to improve services” (p. 94). This is referred to as Crowd Sourcing. Anttiroiko and Savolainen (2011)write that Crowd Sourcing may be achieved by encouraging customers to become involved in the development of library services, increasing personalized and ‘communalized’ aspects of library services and integrating user-generated content production and virtual communities in the hybrid library setting. This can make the libraries services more interesting with the help of users’ contributions ( Anttiroiko & Savolainen, 2011, p. 94).Crowd Sourcing : Crowd Sourcing Tagging is a great example of crowd sourcing ( Anttiroiko & Savolainen, 2011, p. 94). According to Anttiroiko and Savolainen (2011) ” Tagging allows users to add and change not only content (data), but content describing content (metadata)” (p. 94). Flickr , is one example of a social media tool that uses tagging.Crowd Sourcing : Crowd Sourcing Another form of tagging is known as social bookmarking or collaborative tagging. It was pioneered Delicious in 2003 ( Anttiroiko & Savolainen, 2011, p. 95). Delicious allows users to tag, save, manage and share Web pages from a centralized source” (p.95). Many public libraries such as the New York, Los Angeles and Seattle public libraries, have collected their Web site tips in Delicious ( Anttiroiko & Savolainen, 2011, p. 95).Crowd Sourcing : Crowd Sourcing Another form of Crowd Sourcing is the utilization of folksonomies ( Anttiroiko & Savolainen, 2011, p. 95). According to Furner (2010) a “folksonomy is a classification system created in a bottom-up fashion with no central coordination (as cited in Anttiroiko & Savolainen, 2011, p. 95 ). Folksonomy differs from other classification systems such as the Dewey Decimal system where some central authority decides what term should be used Lankes , Silverstein & Nicholson, 2007 as cited in Anttiroiko & Savolainen, 2011, p. 95). Instead members of a group attach terms to a photo or blog postings and the aggregate of these terms is seen as the classification ( Anttiroiko & Savolainen, 2011, p. 95). In such a classification the most used tags are prioritised over semantic clarity ( Lankes , Silverstein & Nicholson, 2007 as cited in Anttiroiko & Savolainen, 2011, p. 95).PowerPoint Presentation: So now that we know some of the ways that libraries have been using social media tools to help them in their marketing and even cataloguing activities, let us now look at some of the ways the Double C Media Center might use a few of these tools to help us to better connect with our patrons.How can the Double C Library Use Social Media Tools to enhance our services? : How can the Double C Library Use Social Media Tools to enhance our services?The Double C Media Center and the Social Media Revolution: The Double C Media Center and the Social Media Revolution To help us at the Double C School Media Center to better serve the needs of our clientele and to enhance our image and visibility, we would like to recommend the use of the following Social Media tools:RSS Blogs: RSS Blogs I would like to propose that we create three blogs-one for the library staff and one for the students in our soon to be created Reading Nation Club. The third blog will be a microblog in the form of a Twitter account for the library. The Library Staff blog will feature reports on Double C Media Center events and initiatives. The Reading Nation Club blog will be the meeting place for the members of the club. Membership to the club will be open to all students of our school. The books will be chosen by the library staff and members will read and write responses about the book, rather than meeting physically. Finally, our Twitter account will serve to update out “followers” on upcoming library events and new books.Social Networking Services : Social Networking Services Due to the fact that Facebook is the most popular Social Networking service, I would like to suggest that we have a Facebook page, so that we post information and pictures about library events, library initiatives, new books. Etc. We could also use Facebook’s Instant Messaging feature to provide Reference Support to our users. Users can also “like” our Facebook page, thereby improving our visibility in the community and online.Wikis: Wikis Finally, I would like to set up a Library Manual wiki, that our students could access to help us to revise our library handbook. This would be an excellent opportunity to get their feedback on what policies need to change and any new policies we need.Conclusion: Conclusion Now that we’ve come to the end of this presentation, I would just like to say that, by granting us the permission and resources to reach out to our patrons using these social media tools, you are helping us to send a message that the library is still a place of innovative ideas, a place that continues to evolve with the times and thus, one that is still able to meet the needs of the patrons we serve. Please help us to accomplish this goal. Thanks for your time and have a nice day.References: References Anttiroiko , A., & Savolainen , R. (2011). Towards Library 2.0: The Adoption of Web 2.0 Technologies in Public Libraries. Libri : International Journal Of Libraries & Information Services , 61 (2), 87-99. doi:10.1515/libr.2011.008 Camusio , Z. ( n.d .). Social media networks as a marketing tool (a new study) . Retrieved from http://www.startupnation.com/business-articles/9457/1/social-media-network-marketing.htm Chef, T. (2011, January 21). 30 ways to use social media for business people . Retrieved from http://www.seoptimise.com/blog/2011/01/30-ways-to-use-social-media-for-business-people.html Edwards, J. (2011). September 21, 2011 8:00 am printtext . Retrieved from http://www.cbsnews.com/8301-505123_162-42750171/the-10-key-turning-points-in-the-history-of-social-media/?tag=contentMain;contentBody Evans, M. ( n.d .). The evolution of the web –from web 1.0-web 4.0 . PowerPoint presentation, School of Systems Engineering , University of Reading, Reading, United Kingdom. Retrieved from http://www.cscan.org/presentations/08-11-06-MikeEvans-Web.pdf Lake, C. (2009, March 19). What is social media? here are 34 definitions.. . Retrieved from http://econsultancy.com/us/blog/3527-what-is-social-media-here-are-34-definitions Miller, J. B. (2009). Internet technologies and information services. . Westport: Libraries Unlimited. Nicholas, L. (2012, March 10). Social media tools for business – functional categorization . Retrieved from http://www.business2community.com/social-media/social-media-tools-for-business-functional-categorization-0142181THE END: THE END You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.