Marketing and Social Media : A Guide for Libraries, Archives, and Museums
Publisher: Rowman and Littlefield Publishers; Rowman & Littlefield Publishers
Published: 2014
Place of publication: Lanham, MD
Number of pages: 310
ISBN-13: 9780810890800
Table of contents: title: Preface; title: 1. A Customer Perspective; title: Marketing and Social Media: A Customer-Centered Approach; title: Learning From Retailers; title: Customer Centered Characteristics; title: Why Call Them Customers?; title: Social Media and Segmentation; title: Customer Offers: Tangible and Intangible; title: Customer Costs; title: Channels of Distribution; title: Communicating with Customers; title: 2. Marketing and Mission Goals and Objectives; title: Systematic Marketing; title: Strategic Planning; title: Begin with a Mission; title: Successful Mission Characteristics; title: Social Media Mission Statements; title: Organizational Level Goals and Objectives; title: Library, Museum and Archives Examples: Missions, Goals and Objectives; title: Social Media Marketing Goals and Objectives; title: 3. Scan the Environments; title: The Organization’s Micro-environment; title: The Organization’s Macro-environment; title: Types of Environmental Data: Primary and Secondary; title: Macro-environmental Data Categories; title: A Natural History Museum Environmental Scenario; title: Social Media Environmental Scanning; title: 4. SWOT: Strengths, Weaknesses, Opportunities and Threats; title: SWOT Defined; title: Organizing and Ranking the SWOT; title: Presentation of SWOT Analysis; title: Social Media Managers and SWOT Analysis; title: 5. Stakeholders; title: Who are Stakeholders?; title: Value of Identifying Stakeholders; title: Stakeholders Conflicts; title: Stakeholder Mapping; title: Conflicts and Crisis Communication: A Public Library; title: Stakeholder Communication; title: Building Relationships through Social Media; title: 6. A Four-Step Model for Marketing; title: Nonprofit Marketing Defined; title: True Marketing Framework; title: Step One: Marketing Research; title: Step Two: Marketing Segmentation; title: Step Three: Marketing Mix Strategy; title: Step Four: Marketing Evaluation; title: 7. Marketing Research; title: Competition Is Here to Stay; title: Marketing Research Reveals; title: Steps in Marketing Research; title: Internal Secondary Data: Current Status, Current Needs; title: The Importance of Counting All the Uses; title: External Secondary Data; title: Understanding U.S. Census Data; title: Mapping the Customer’s Geographic Market Area; title: Demographics Partially Predict Use; title: Customer Data from the Web and Social Media; title: Using Internal and External Secondary Data: Two Case Studies; title: 8. Marketing Segmentation; title: Benefits of Segmentation; title: Useful Ways to Segment Customers; title: Market Segment Characteristics; title: Segmentation Strategies; title: Social Media: Customer AIO & Lifestyle Data; title: 9. Marketing Mix Strategy & Product; title: Product Broadly Defined; title: Product Mix, Lines & Items; title: Product Life Cycle; title: Price: Nickels and Time; title: Place: Physical or Virtual; title: Promotion is a Marketing Tool; title: Tweaking the 4P’s for Optimal Customer Satisfaction; title: Marketing the Intangible; title: Why Products Fail; title: A New Spin on the Marketing Mix: Social Media; title: 10. Price or Customer Costs; title: Price: a Marketing Definition; title: Price: Its Role in the 4Ps; title: Perceived Customer Costs; title: Identifying the Full Range of Costs; title: Reducing Customer Costs at a Public Library; title: Tweaking Customer Costs: Examples; title: Social Media Example: Public Library; title: Setting Pricing Objectives; title: 11. Place: Channels of Distribution; title: Library, Museum and Archive ‘Places’; title: Place and Changing Channels of Distribution; title: Channel Selection; title: Components of a Channel Strategy; title: Location and Social Media; title: The Need for Facility Location Strategies; title: Proactive Measures to Combat Old Scenarios; title: Five Facility Location Strategies; title: Why Identify Geographic Market Areas; title: Implications of Digital Libraries; title: Virtual Location: Selecting Social Media Channels; title: 12. Promotion: Not the Same as Marketing; title: Major Promotional Tools and Media; title: Choosing Promotional Tools and Media; title: Selecting the Optimal Promotional Mix; title: Social Media: Pros and Cons; title: Promotion: Misunderstood and Misused; title: Archives Promotional Mix Example; title: Evaluating Your Promotional Strategies; title: 13. Case Studies; title: Public Library; title: Art & Science Museum; title: University Science and Engineering Library; title: School Media Center/Elementary; title: Archive/Historical Society; title: Social Media: Children’s Museum; title: 14. Marketing Evaluation; title: Why Evaluate?; title: How Do We Measure?; title: What Do We Measure; title: Inputs, Outputs, Outcomes and Fallacies Thereof; title: Estimating Geographic Market Areas (GMA); title: Outcomes What Benefits are Customers Receiving; title: Segmentation Facilitates Better Data; title: New Technologies Facilitate New Data Collection; title: Specifically Measuring Social Media Success; title: What is a Social Media Goal?; title: Social Media and BIG DATA; title: Marketing Budgets; title: Implementation; title: 15. Four Strategic Marketing Tools; title: Tool One: Grant Writing; title: Similar Steps of Market Research and Grant Writing; title: Tool Two: Public Relations; title: Public Relations Toolkit; title: Case Studies From Around the Globe; title: Tool Three: Advocacy; title: Brands and Branding; title: Tool Four: Common Sense; title: Marketing Policies; title: Social Media Policies; title: 16. Synergy and the Future; title: Library*Archive* Museum: Two Examples; title: Five Things to Think About for the Future; title: Annotated Bibliography; title: Index