Works Cited: Literature Review Breeding, Marshall. “Social Networking Strategies for Professionals.” Computers in Libraries. 29.9 (2009): 29-31. Library Literature and Information Science Full Text. Web. 15 Blowers, Helene. “The 23 Things.” Learning 2.0. 2007. Web. 26 Feb. 2010. Cahill, Kay. “Building a Virtual Branch at Vancouver Public Library using Web 2.0 Tools.” Program 43.2 (2009): 140-155. Emerald Group. Web. 15 Feb. 2010. Casey, Michael and Michael Stephens. “Library PR 2.0.” Library Journal. 133.17 (2008) Page 24. Web. 20 March, 2010. Chase, Darren. “Transformative Sharing with Instant Messaging, Wikis, Interactive Maps, and Flickr.” Computers in Libraries 27.1 (2007): 6-12. ABI/INFORM Trade and Industry. Web. 26 Feb. 2010. Fichter, Darlene and Jeff Wisniewski. “Social Media Metrics: Making the Case for Making the Effort.” Information Today 32.6 (2008): 54-57. Business Source Elite. Online. April 12, 2010. ----. ”Social Media Metrics: Tracking your Impact.” Information Today 33.1 (2009): 54- 57. Business Source Elite. Online. April 12, 2010. Fisher, Patricia H. and Marseille M. Pride. Blueprint for Your Library Marketing Plan: A Guide to Help You Survive and Thrive. Chicago: American Library Association, 2006. Print.
The number of phone and in person queries regarding the library will decrease measurably The library itself will develop a stronger presence in the community as awareness increases Non-users will become users as measured through an increase of library traffic flow and number of different library cards accessing services Target Audiences The Social Library Project has the ability to reach many different people of many different demographics. The marketing plan for the project, therefore, also has a wide range of target audiences. These audiences are divided into two sub-groups, the internal target audiences and the external target audiences, as follows: Internal Audience Description of Audience Means of Target Marketing Reasons for Targeting Library Board and other Executives Responsible for approval of various library projects and decisions Help in gaining and allocating funds to the library and its services Word of mouth Flyer and brochure presentation Media coverage The board and directors can help increase funds for the project May be more supportive of the project if they are a part of the marketing process (i.e. in the news) Librarians and Library Staff Employees of the library who will Word of mouth Presentation Will be responsible for content,
either use or contribute to the social media sites and demonstration of use of the social media sites delivering reference services, and more on the sites Want staff on board and eager as possible so that sites are well maintained, attractive, and useful to users Library Volunteers Members of the community who come to the library to help in various ways Word of mouth Flyers and brochures Presentation of social media sites As community members looking to help the library, they can play a strong role in spreading word about the social media presence out into the community Fig. 1. Table shows the Internal Target Audiences of the Marketing Plan, along with audience description, means of targeting and reasons for targeting. External Audience Audience Description Means of Target Marketing Reasons for Targeting Current Library Users/Adults Members of the community who use the library and/or its web presence Word of mouth Brochures and flyers Library website Current users can spread word of their experiences to others Current users may find certain new web access sites more convenient or
suiting to their needs Non-users already engaged in the social media world Members of the community who are potential users of the library Have access to the internet and are already involved with at least one social media community Are generally comfortable with their ability to use the internet and social media sites Library website Word of mouth Media outlets Social media sites This group is already comfortable with internet use but may have a gap in information needs that the library can fill Potential users of the web presence can turn into users of the web presence who can also turn into users of the physical library Non-users without regular internet access This group has the least access to the web and therefore the library’s web presence This group is a small portion of the larger community but may have many unmet information needs due to lack of use and access News media Radio Flyers and brochures Unrecognized or unmet information needs can be addressed that could affect what the library knows about the community as a whole and its wants and needs and can therefore have an impact on services and materials offered
Students- primarily middle school age and up This is a large group that can include students of a variety of ages in the community, from middle school to the university level Students can generally access the internet via school if there is no access at home This group has many different information needs Flyers and brochures Word of mouth Radio Television Website Students have a wide range of information needs that may not be met at their school libraries Students can learn about the library and what it offers via the social media sites Students can spread word of the library’s happenings to others International Community Members Refugees from other countries who come to Utica to find new homes and work to become citizens Immigrants from other countries who are attracted to Utica’s diverse population A wide range of nationalities and languages are included in Flyers and brochures Word of mouth This group can have many information wants and needs that can be met by the library There is a large international population in Utica, word of mouth can be very effective
the library and to maintain working links Presentation/ Demonstration Staff time Volunteers’ time Two hours allotted to familiarize staff and volunteers to the sites and services Word of Mouth Time Librarian Staff Board Volunteers Patrons users 10 minutes per day Allot ten cumulative minutes per day talking to patrons, friends, family, etc of grapevine discussion Brochures and flyers Time James Joshua Volunteers Materials Paper Ink Transportation Money Materials Transportation One week of planning and creating materials for 2 hours each day Volunteer distribution of materials on an ongoing basis as available $25 for ink $150 for toner $50 for paper $50 at .50c/mile federal mileage rate for transportation Translations Time Librarian MVRCR staff or volunteer 3 hours of coordination with MVRCR staff 1 hour translation
working on the library’s website and Joshua is the Director of Youth Services and has been thus far responsible for updating the library’s Facebook and Twitter accounts. James and Joshua will be responsible for much of the marketing campaign implementation. There will, however, be many commitments required of others to make the marketing campaign effective. The table below shows responsible parties, competencies required, time commitments required, and deliverables for the marketing plan. Staff Responsible Required Competencies Time Commitment Deliverables James and Joshua Understanding of social media tools and web services Ability to communicate well with others Willingness to consider input from staff, volunteers, board members, and community members Willingness to dedicate time and energy to marketing Ability to create effective marketing materials Three weeks of time for 1 to 3 hours a day Brochures Flyers Website links TV and Radio spots Librarians and other library staff Willingness to learn about the social media tools involved Desire to reach out into the 10 minutes per day for word of mouth campaign Half hour Coordination agreement with MVRCR Translated materials More social
community Ability to coordinate with others Person to person as well as web social skills per day offering brochures, and planning ideas for the social library project media followers Volunteers Desire to help the library progress Willingness to communicate with others and distribute materials Time varies according to volunteer schedules- at least 15 minutes of proactive social library discussion or material distribution per day of Knowledge of social library project within the community Materials posted and given around the community Board Members Desire to see the library thrive Flexibility Willingness to help allocate funds Strong people skills 3 hours for time 1 hour for informal training and exploration of sites One hour for TV spot Funding for the project Promotion of the project within the community TV News presentation MVRCR staff Desire to see 3 hours to Translated
data into useable information that can provide both quantitative and qualitative results. System administrator can track how many times the online catalog, databases, and other services are accessed and used through the social media sites. Recommendations for Pilot Assessment For a pilot assessment of the effectiveness of the analytics tool, the librarian can experiment with the Google Analytics component and print out results from desired fields upon initial implementation. Alternative Methods and Tools Librarians can observe the number of times users come into the library to use these services on a weekly basis. Analysis of Evidence (Data Plan) Evidence can be automatically tracked and compiled at any time through the analytics tool. Data should be compiled and presented on a monthly basis through the course of a six month assessment cycle. How Assessors Will Know the Outcome Has Been Met The outcome has been met if 10% of use of the library catalog, databases, and other online-available services is being accessed through the social media sites. Result Scenarios and Decision Making Indicators Outcome Met: If services are being accessed 10% of the time though the social media sites, the outcome has been met. If the outcome has been met, the library can continue to use the sites as it was. Outcome Not Met: The outcome is not met if there is not an increase of access up to 10% of service use through the social media sites. If the outcome is not met after one month, the library can continue to assess through the six month cycle. If, after six months the outcome is still not met, the library will need to make adjustments to visibility, marketing, and ease of access to the services. Outcome Exceeded: The outcome is exceeded if access to the services via the social networking sites accounts for greater than 10% of service use. If the outcome is exceeded the library can continue to use the sites as it was. Recommendations for Reporting Data from Google Analytics can be presented in a variety of ways. The evidence can be presented in graphical form to display the ratio of number of users to the social media sites to accesses of the catalog, databases, and other services. Graphical results can be accompanied by a discussion of the findings in relation
Access and the number of participants at events increases by 5% Inquiries regarding library hours and events decreases by 2% number of participants increases by 5% to 20% of original number. Inquiries regarding library hours and events decreases by 2% to 10% number of participants increases by greater than 20% of the original number within the first year of service. Inquiries regarding library hours and events decreases by greater than 10% by library employees Service Access Library services access is through social media sites less than 5% of the time Library catalogs, databases, and other services are being accessed through social media sites 5% to 15% of the time Library services are accessed via social media sites greater than 15% of the time they are used Observations and Google Analytics Dedication Less than 25% of comments and findings regarding the library are positive. The library sees interaction on the site from a few primary users regularly 25% to 50% of comments and findings regarding the library are positive. The library sees interaction on the sites from two dozen or so users regularly There are zero negative comments and findings regarding the library with at least 50% being positive. The library sees interaction on the sites from a variety of users (25 or more) on a regular basis Library staff observations, Google Search, alexa.com rankings via Google Analytics extension of Joomla
Works Cited: Assessment Plan Cahill, Kay. “Building a Virtual Branch at Vancouver Public Library using Web 2.0 Tools.” Program 43.2 (2009): 140-155. Emerald Group. Web. 15 Feb. 2010. Circle, Alison. “Marketing Trends to Watch.” Library Journal 134.16 (2009). Business Source Elite. Web. 15 Feb. 2010. Fichter, Darlene and Jeff Wisniewski. “Social Media Metrics: Making the Case for Making the Effort.” Information Today 32.6 (2008): 54-57. Business Source Elite. Online. April 12, 2010. ----. ”Social Media Metrics: Tracking your Impact.” Information Today 33.1 (2009): 54- 57. Business Source Elite. Online. April 12, 2010. Stuart, David. “Social Media Metrics.” Information Today 33.6 (2009): 22-24. Business Source Elite. Online. April 10, 2010.