Digital And Online Marketing For Business

[TheKingfisher]

I thought that I would start posting and invite others in the marketing and advertising field, to post usefull information, articles that they have written and links for others who want to know more about online marketing.

NOTE: this is not a thread for self promotion or advertising your services, this is a learning thread.

Ill start out with a article I wrote for a blog on web video.

Also feel free to ask questions if you need something specific answered.

How adding video to your website can keep eyes on you

Think about this, if a picture can tell 1000 words than how much can a video say? I know that sounds like a cliché but its’ true, if you have the ability to keep eyes on your site for more than the standard 7 seconds, why wouldn’t you be doing it?

Unless you have a site that has high volume traffic, because you’re constantly updating with insightful, useful and interesting content, the chances that you will keep the info gathering customer interest is, well.... as slim as a piece of paper under the wheels of a steam roller.

So what are the steps to take to achieve a real engagement with your potential customer ? well, video is probably the easiest answer to that, and I’m not talking about a basic flash presentation your IT staff knocked up for your last pitch, I’m talking about targeted and exciting, content based video.

With the total explosion of online video content like Youtube, Vimeo and the host of other user created content sites, consumers want more from their online interactions.

A website must do one thing and that is engage the customer.

So what should you show in a video?

The hotel and service industry are slowly getting this down pat, and I must say that they probably have the easiest time with this one, long panning shots of their lobby, slow mo visions of an attractive girl getting a massage or pictures of a barman flairing while making drinks does well for illustrating how opulent their establishment is, but what if your a graphic designer or a cabinet maker, what on earth can you show to illustrate that your an expert in your field.....

Well that’s when you get your creative juices flowing and think about how you can make what you do, really interesting.

Grab your camera and get shooting!

[Shah Jahan]

makemoniesonline ftw.../

this is a deep spider web you breech.

[TheKingfisher]

An absolutely fantastic campaign that uses the power of social media, bloody good idea and execution and not that a lot of smaller companies have it but, a huge budget and big, risk taking kahunas...........

It shows that a good idea and good execution can really go along way..... I'll also post a video of Ray bans & Marc Ecko's viral video's that also made big waves, and that had a really low budget!

Edited April 27, 2010 by TheKingfisher

[TheKingfisher]

Viral videos can get LOTS of eyes on your brand.... here are some examples.

The Marc Ecko viral vid.

I did read somewhere that he actually spent a ton of cash on this vid as he apparently hired a jumbo to do it, so this isn't really achiveable unless you have a budget like his, however, It has a lot of impact from a great idea.

This clip got MAJOR press throughout the US.....

(this posting on Youtube has had over 600,000 views, and its not the original post... I think that that got in total well in excess of 2 million views.)

Edit: still free is the slogan for his footwear and clothing label.

The Ray bans viral vid = almost 5 million views.

Excellent Idea, how they hel_l do they do it????

You will notice that written on the window in the last scene is 'Never hide' the Raybans campaign slogan.

There are a few really good ones from this campaign, Ill also post the chameleon one (I personally love it)

^ 2 mill views also.....

Check you their other videos on their Youtube channel 'neverhidefilms'

I will make a post soon on how you can use viral videos effectively to really drive a branding campaign as well as a great way to promote you, your business or your site traffic.

Be smart and different and you can really win.

[TheKingfisher]

Google ads, how do they work?

So you want to make a Google ad but you are not sure of how it all works and what’s the deal with pay per click?

It’s pretty straight forward really.

Essentially you’re bidding on a keyword.

Let’s take the words Thai Visa for example, two businesses have gone to the Google home page and set up a Google ads account, that part is pretty easy.

They get the opportunity to enter what keywords that, when typed into to Google, they would most like to be associated with, again a no brainer.

For example, the forum Thaivisa would put in Thailand, forum and maybe information, now a Visa company that specialises in Thailand visas, would put in, say.... Thailand, Visa and maybe.... information.

This is where pay per click bidding comes into play. The Visa issuing company would state that they are willing to pay 30c if a potential client clicks on their ad (it’s all paid monthly, usually 30 days from the initial set up).

Thaivisa on the other hand would state that they are prepared to pay 40c per click, this would now put their ad at the top of the list, (the ads that come up on the side bar of the Google search page) if of course the credit card company Visa haven’t out bid them, but for the sake of example let’s say that they haven’t.

Now this doesn’t mean that Thaivisa will always pay 40c, it means that until someone else bids between 30 and 40c they will pay 31c per click, however, if someone was to bid 45c per click Thaivisa would then have to pay 46c, which is 11c more to get back to the top of the list!

There is a little Google trick that they play though, they often make a recommendation on how much you should bid and in the case of ‘Personal injury lawyers Chicago this can be, as of 2006, $78.20 per click!. This can potentially be a lot more than you are willing to pay, I honestly am not sure if this is

1) A way of increasing a bid for the word

or

2) A suggestion of the maximum another bidder has on the word

Something to be aware of, Google value some words a lot more highly than others, for instance ‘Personal injury lawyer’ keywords are a lot more expensive than ‘1963 cherry red mustang convertible’ keywords, generic costs.

And that brings me to my final point, Keywords.

You have to be very smart about what keywords you choose, it's important not to go "keyword crazy" try to resist the temptation to create long lists of irrelevant, generic words. For example, if you run an automotive dealership then, it wouldn't be in your best interests to target the keyword "truck." The cost per click (CPC) for such a generic keyword would be incredibly high when compared to a more descriptive and relevant keyword, such as "T-Z783 Extended Cab."

Targeted keywords are the goal.

Good luck with the word smithing and remember, a thesaurus come in handy sometimes

[jazzbo]

Yes... and with 'Kingfisher' you will have to outbid a beer from India and this (from the Kingfisher 2010 calendar):

[TheKingfisher]

Yes that is very true.... I love Kingfisher beer, every time I'm in India thats all I drink, with the occasional night on the Old Monk rum.......

EDIT: I most certainly dont look like that.... ^

[jazzbo]

Maybe so... but which would you click on?

[TheKingfisher]

5 of the best Social Media marketing books around at the moment.

If you need some reading material these books are probably the best that you will find.

How to tap the power of social software and networks to build your business

In Trust Agents, two social media veterans show you how to tap into the power of social networks to build your brand's influence, reputation, and, of course, profits. Today's online influencers are web natives who trade in trust, reputation, and relationships, using social media to accrue the influence that builds up or brings down businesses online.

The book shows how people use online social tools to build networks of influence and how you can use those networks to positively impact your business. Because trust is key to building online reputations, those who traffic in it are "trust agents," the key people your business needs on its side.

* Delivers actionable steps and case studies that show how social media can positively impact your business

* Written by authors with over ten years of online media experience

* Shows you how to build and wield influence online to benefit your brand

* Combines high-level theory with practical step-by-step guidance

If you want your business to succeed, don't sit on the sidelines. Instead, use the Web to build trust with your consumers using Trust Agents.

Is it important to be connected? Well, consider this: If Facebook were a country, it would have the sixth largest population in the world.

The truth is, we no longer live in a world of six degrees of separation. In fact, we're now down to only six pixels of separation, which changes everything we know about doing business.

This is the first book to integrate digital marketing, social media, personal branding, and entrepreneurship in a clear, entertaining, and instructive manner that everyone can understand and apply.

Through the use of timely case studies and fascinating stories, SIX PIXELS OF SEPARATION offers a complete set of the latest tactics, insights, and tools that will empower you to reach a global audience and consumer base-and, best yet, you can do this pretty much for free. Digital marketing expert Mitch Joel unravels this fascinating world of new media-but does so with a brand-new perspective that is driven by compelling results. The smarter entrepreneurs and top executives are leveraging these digital channels to get their voice "out there"-connecting with others, becoming better community citizens, and, ultimately, making strategic business moves that are increasing revenue, awareness, and overall success in the marketplace-without the support of traditional mass media.

Everyone is connected. Isn't it time for you and your company to connect to everyone? SIX PIXELS OF SEPARATION will show you how.

A fascinating, research-based look at the impact of social media on businesses and consumers around the world, and what's in store for the future

Social Media. You've heard the term, even if you don't use the tools. But just how big has social media become? Social media has officially surpassed pornography as the top activity on the Internet. People would rather give up their e-mail than their social network. It is so powerful that it is causing a macro shift in the way we live and conduct business. Socialnomics charts this shift from the forefront.

Brands can now be strengthened or destroyed by the use of social media. Online networking sites are being used as giant, free focus groups. Advertising is less effective at influencing consumers than the opinions of their peers. If you aren't using social media in your business strategy, you are already behind your competition.

* Explores how the concept of "Socialnomics" is changing the way businesses produce, market, and sell, eliminating inefficient marketing and middlemen, and making products easier and cheaper for consumers to obtain

* Learn how successful businesses are connecting with consumers like never before via Twitter, Facebook, YouTube, and other social media sites

* A must-read for anyone wanting to learn about, and harness the power of social media, rather than be squashed by it

* Author Erik Qualman is a former online marketer for several Top 100 brands and the current Global Vice President of Online Marketing for the world's largest private education firm

Socialnomics is an essential book for anyone who wants to understand the implications of social media, and how businesses can tap the power of social media to increase their sales, cut their marketing costs, and reach consumers directly.

Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites.

Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach.

The New Community Rules will help you:

* Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness

* Learn the art of conversation marketing, and how social media thrives on honesty and transparency

* Manage and enhance your online reputation through the social web

* Tap into the increasingly influential video and podcasting market

* Discover which tactics work -- and which don't -- by learning about what other marketers have tried

Many consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.

Hunt, cofounder of community-marketing consulting firm Citizen Agency, presents the hows and whys of accruing "whuffie," her word for social capital in the Web 2.0 landscape. Introducing a wide range of post-blogosphere social networks like Facebook, LinkedIn and Flickr, Hunt clues in marketers to the possibilities with online success stories, influential voices and winning strategies.

Numerous anecdotes (from the Obama campaign, online t-shirt boutique Threadless, Zappos.com CEO Tony Hsieh, etc.) illustrate the power of even the most tossed-off communiqués; micro-blogging site Twitter, for instance, may restrict posts to 140 characters, but is uniquely powerful in its ability to reach a swarm of "followers," establish new relationships and provide multi-various feedback.

Hunt packs in many specific strategies and concepts, which include seeking out and incorporating feedback, educating and empowering your connections, and treating your company's message as a conversation (a good net marketer's goal should be contained in the statement, "I want to create a culture of..."). Detailed, practical profiles of networks and related tools make this a valuable, illuminating title for anyone looking to the ever-expanding realm of online social life for business success.

You can get all these books on amazon.com or maybe try http://www.geckobooks.net/ (TV sponsor, keep it in the family I think). If you don’t have time to read a books you can get them from teh audio book store audable.com.

I personally own all of these books and really for a SME trying to develop its online marketing these would be such an invaluable resource!

HIGHLY RECCOMMEND THEM ALL!!

[jazzbo]

... just looked at my website stats: One day last week -- one of my biggest days -- I had 5 (as in five) new visitors... not selling anything, though.

[TheKingfisher]

This is your website?

http://121authent.org/default.aspx

Took a little hunting to find out what you did, I applaud anyone that works with less fortunate people.

[TheKingfisher]

I am currently reading an enlightening article on how you can measure your online and social media marketing efforts.

How will you know if what you are doing is working?

I will provide a summery in the next few days!

[TheKingfisher]

In a white paper released from onesource.com:

"After researching 60 international companies over the last 2 years those companies who were active across multiple social media platforms saw an average of 18% revenue growth and a 15% growth in gross margin. In comparison companies who didn't interact with social media saw a 6% drop in revenue and up to a 9% drop in gross margin."

Why are you waiting?

[jazzbo]

For me the current focus is reaching opinion makers in the world of international copyright exceptions for the disabled particularly the ability to make Braille renditions of copyrighted materials (without specific permission and without fee) and then export them to other countries. Most say that under current (US and UK) law you cannot. The next WIPO (WTO) session on copyright "Limitations and Exceptions" is in Geneva, Switzerland starting June 21... where a new Treaty on such rights has been proposed.

My target-audience includes disability rights groups, publishing industry reps, government officials, computer techies, IP / internet rights groups, lawyers, etc. -- and do not think the NGO / non-profit world is not full of humongous egos (with large amounts of funding in government and foundation grants, etc. at stake) who do not like to be contradicted... especially by someone like myself 'without portfolio'.

[TheKingfisher]

PREPARE FOR AN ESSAY

Knowing your audience:

---------"reaching opinion makers in the world of international copyright exceptions for the disabled"

---------"My target-audience includes disability rights groups, publishing industry reps, government officials, computer techies, IP / internet rights groups, lawyers, etc"

You know who it is that you need as "advocates" of your product, that is a big hurdle for most, I have a great product, but who wants it. The problem is, how do you let them know what you have?.

Where the hel_l are they:

Think about where these people are going to be on the internet and what they are interested in. Where do they go to chat? for example, we come to TV to talk about things that are mostly related to Thailand and its issues, because that’s a focus for us, a person interested in Disability rights may be on a forum of their own.

Example http://dir.groups.yahoo.com/dir/1600959842 (a yahoo groups list) lists out 741 pages of groups that are interested in discussing disability rights.

Now I don’t suggest you go and start spamming those forums, take your time and browse them, to see

1) The most active and highest user base and

2) The most active contributors.

*edit: to get them to go to your site, make sure you have your site details in your profile information, the more you contribute the chances that someone will check to see who you are is greatly increased and the more chance that they will follow links in your profile to your site.

These groups and group members are the potential advocates of your product.

Do some research to find the same sort of thing for all the groups on your list as well, I'm just using that as an example.

How can I start a conversation:

Engage with them, start discussing your thoughts and ideas with them, If you have a blog, or a twitter or even a facebook group, invite them to read and or participate in your group discussion. That is a way that you can show your skills and products without actually spamming.

All the different groups of people will have places where they link up to discuss issues that they are interested in, that’s where you need to go, and participate in the conversation to drive awareness of your offerings.

The next part is to develop content that those groups are interested in, to drive them to your site.

The next step:

I’m sure that there are no blogs that encompass the range of topics that would be relevant to all those groups, why not think about what you can do to bring them together to one place.

A blog is great for this, constantly updated and useful information that is relevant to all those groups is what it would take, so you could start an news aggregation blog with an RSS feed (rss aggregator definition), collate all the info you can, press releases, government decrees (all the stuff you know and read from different places to keep updated) and become a portal for them.

Through your reading and research you will develop a better understanding of the issues involved and therefore be able to contribute better and more thoughtfully to the community.

This is by far, better than a portfolio as you will become an expert in the field. Dedication to this is TANTAMOUNT!, you must be consistent in your information delivery and then in a short time, you will have people asking you for information and referring to your comments.

Chris Brogan set out how to do this will in the book Trust agents , I would recommend you get your hands on that, he also has a blog as well, where he talks about this in depth, just Google Chris Brogan.

*Have a look at mashable.com for an example of this aggregation done VERY well, Pete Cashwell started an aggregator blog covering social media/internets/tech stuff... he now writes for CNN, is one of the highest followed twitter’r (next to Ashton Kutcher) in the world and is seen as a font of knowledge in his area. HOW, he started a blog that brought many fields of information to one place and built a community and it took him bugger all time to do it too!!!

"The next WIPO (WTO) session on copyright "Limitations and Exceptions" is in Geneva, Switzerland starting June 21..."

^ This is the sort of information I am talking about, does everyone who matter know this, is there more information that is useful to the people you want to influence out there......

By becoming an aggregator you can build a community for yourself and that’s how Social Media works it’s about

Content (the info people want)

Communication (the blog you write and how you talk to them and they to you)

Community (how they talk to each other and the relationships are formed within that conversation)

Measurement (I'll be getting in to that in a post a little later)

and Refinement (are you doing it right and what do you need to change to get it right)

I honestly think that this is a way to go to find the influencers and bring them together, you just benefit as you are the centre point.

Anything else:

Your brand needs to be across a few networks to make this happen effectively, The blog is one, you will also find in your research, topics that draw a lot of discussion so maybe start a facebook group on this topic and so on.....

I hope that this has helped a little, and you have the time to follow through on this. There is a lot of information on good tips to help you along the way (Google is your friend)........

B

Edited May 6, 2010 by TheKingfisher

[doubledoppelganger]

great stuff, keep it coming.

[jazzbo]

In my case, I know exactly who are the target persons as they themselves have websites and have contributed to various symposia, WIPO events, US Copyright Office comment sessions, etc. and I have THEIR email addresses to contact them directly. I do not need to have them find my website. That doesn't mean they respond or (mostly) in any way are willing to acknowledge my existence...

I am working on further guerilla tactics. When one large international NGO says the copyright issues are a "grey area" I respond to them that that is only because nobody has been willing to challenge the powers that be... or that persons have been "deterred" from any such challenge... deterred by whom they do not say (actual quotes).

The main reason I replied here Kuhn K. is to show that not every website is geared toward sales (although I can now accept US tax deductible donations via PayPal).

My principal source for direct contacts is here -- almost all the 'usual suspects' take part:

http://www.copyright.gov/docs/sccr/

On this issue so far other than direct contact I have used Scribd:

http://www.scribd.com/doc/30388567/USCO-JEM1

and the DAISY Consortium forum (DAISY is Digital Accessible Information System):

http://www.daisy.org/forums/324

Edited May 6, 2010 by jazzbo

[TheKingfisher]

Thats true that not every site is geared towards traditional sales, however every site is basically selling a brand, some better than others.

I LOVE guerrilla marketing, anything that is even the slightest bit different makes me happy.

I also think, your problem is that you cant get copyright lifted to print any book in braille yes? and your contacting the decision makers directly when they ass around and giving them hel_l yes but getting no where?

An Idea:

Start a face book group '10,000,000 people for the lifting of copyright when adapting to braille', get on the forums and post that your starting a petition to have copyright lifted for the reproduction of books in braille.

Make sure that you say exacly what you want in the facebook group and the problems and all you have had to deal with to trying to give the blind the literature of the world.

Promote the hel_l out of it, you will be surprised just how much support you will get.

Then when you have significant numbers, write a press release to as many reporters as you possible can,state that the people in power do not want the handycapped of the world to have books, but this many people believe they should, haw can the be so blind to the masses etc..... and let them do the work, you will again surprised how quickly you get support from the larget lobby groups with a little traditional press, and BAM you can get an amendment made to reproduce books in braille.

It sounds very simplistic, what I have described, but at the heart of it, its a world wide petition, and they do work.

Could be another way to go forward.

[TheKingfisher]

That’s true that not every site is geared towards traditional sales, however every site is basically selling a brand, some better than others.

I LOVE guerrilla marketing, anything that is even the slightest bit different makes me happy.

I also think, your problem is that you can’t get copyright lifted to print any book in Braille yes? and your contacting the decision makers directly when they ass around and giving them hel_l yes but getting nowhere?

An Idea:

Start a face book group '10,000,000 people for the lifting of copyright when adapting to Braille, get on the forums and post that your starting a petition to have copyright lifted for the reproduction of books in Braille.

Make sure that you say exactly what you want in the facebook group and the problems and all you have had to deal with to trying to give the blind the literature of the world.

Promote the hel_l out of it, you will be surprised just how much support you will get.

Then when you have significant numbers, write a press release to as many reporters as you possibly can, state that the people in power do not want the handicapped of the world to have books, but this many people believe they should, how can they be so blind to the masses etc..... and let them do the work, you will again surprised how quickly you get support from the largest lobby groups with a little traditional press, and BAM you can get an amendment made to reproduce books in Braille.

It sounds very simplistic, what I have described, but at the heart of it, it’s a worldwide petition, and they do work.

Could be another way to go forward.

[jazzbo]

Well not to get into it much further but I CAN in fact now under UK and USA law (as a non-profit) do Braille work... the dis-agreement is to what extent the work can be sent to persons who are blind in other countries...

I have stayed away from Facebook but maybe that or BUZZ I should look at further... I am mostly looking at PR news release services

[TheKingfisher]

Well as I have no deep knowledge of copyright and international literature law I really can’t offer anything other than what I have, However when it comes to PR, the voice of many is always louder that a single voice.

Start the Facebook, and get some support and then campaign.....

[jazzbo]

I started the broader PR campaign which hopefully will get at the REAL decision makers who are the government agency persons who send delegations to the WIPO (United Nations) conferences in Geneva such as the US Copyright and UK Intellectual Property Offices ... and the 'lobbyists' who try to influence them:

http://www.pressreleasegroup.com/2715

If it were a matter of millions signing petitions the World Blind Union (WBU) and its affiliates in over 170 countries would already have done that and their Treaty would have been passed. Proposed WIPO Treaty authored by the WBU:

http://www.wipo.int/meetings/en/doc_detail...p?doc_id=122732

[TheKingfisher]

Well mate, keep us posted on how it works out for you!

If you run into any problems, let me know!

[TheKingfisher]

Good to see that someone is taking advantage of the reach of online media!

THAILAND MOST INFLUENTIAL TWITTER

#1

George Thaivisa

georgebkk

Founder and Pujay Ban at thaivisa.com

THAILAND MOST FOLLOWERS

#16

George Thaivisa

georgebkk

Founder and Pujay Ban at thaivisa.com

Nice work George!

source: http://wefollow.com/twitter/thailand

p.s. only 4,881,868 followers less that Ashton Kutcher...........

Edited May 13, 2010 by TheKingfisher

[TheKingfisher]

Seven Ways to Market via Web 2.0

1. Learn about social media. First and foremost, it is critical that library staff participate in and understand social media by learning about it firsthand. Efforts like the Learning 2.0 program (http://plcmcl2-about.blogspot.com) developed by Helene Blowers for the Public Library of Charlotte & Mecklenburg County are great ways to start to explore social software. Fundamentally, marketing in a Web 2.0 world requires us to think in both new and old ways at the same time.

YouTube, del.icio.us, Flickr, digg, MySpace, and Technorati are examples of new engines that you need to understand in order to effectively use them to reach your markets.

2. Create a Web 2.0 marketing plan. Web 2.0 marketing efforts can pop up organically and some may already be happening at your library. It is useful to step back and think strategically about where and how you’re going to commit your marketing resources online. Tap into the creativity of your staff and users to create a social media marketing plan. Look at your marketing, customer service, and Web site for natural opportunities and synergies for social media marketing.

Open your mind to radical new ideas that fit the nature of social media. For instance, let your audience create content on your site and pass it along. Try a photo captioner service where they (or you) can submit local photos, add captions, and then share links or send the new photo as a postcard to their friends. Or invite your passionate users to create promotional videos about your library, then use them on your local TV channels and post them online everywhere.

3. Participate! Join the conversation. Social media applications are two-way streets (as opposed to the old one-way messages of standard promotion). There are lots of ways to join in. You can add social tools and services (such as Weblogs, wikis, tagging, video blogs, etc.) to your library Web sites. Enable comments on blogs and allow users to contribute to wikis.

Instead of waiting for our audiences to come to our Web sites or blogs, we can join the conversation wherever it is—on users’ blogs, Web forums, MySpace, course Web sites, team rooms, wikis, etc. (Always respect the norms or conventions for communicating in a particular social medium.)

Discover where your target audiences hang out online and join them. Create a MySpace or Facebook profile for your library like Topeka and Shawnee County (Kan.) Public Library has. (It boasts 1,135 friends!) Build a profile and offer content and services that attract links, contacts, and friends. If your users spend time on Wikipedia, add or improve your library’s entry.

4. Be remarkable. Have something interesting to offer your viewers that they can use, bookmark, and share on- or offline. Social media is a form of viral marketing. Interesting ideas and content get passed along rapidly. Make sure that adding fresh content is a priority whether it’s a new booklist, podcast of an author reading, quirky facts about your community, or a background piece on an upcoming city or organization event.

5. Help your library content travel. Encourage visitors to bookmark and tag your content with a click of a button by posting bookmark buttons on your site. (See samples below.) This can actually be a serious technical challenge for some library sites. It’s important to choose the right content management software so that your Web pages have permanent URLs. Some library search results pages cannot be bookmarked easily; some not at all.

Allow users to repost booklists, book reviews, photos, podcasts, or videos on their own sites.

Creating widgets and toolbars can help keep your library information wherever the users are. John Blyberg developed Go-Go-Google Gadget, which patrons can add to their personal Web pages. Below you can see some downloadable library toolbars.

Post your content on sites like Flickr and YouTube where it’s easy for users to find and share it.

Syndicate everything you can that your audience will find useful. Slice and dice your content for dozens of specialized audiences. Spread the word about what your library has. Make newsfeeds for new materials such as books, DVDs, talking books, and video feeds. Create newsfeeds for your blogs,

blog comments, popular pages, and books just returned. Several libraries have created lists of new books by topic.

6. Be part of the multimedia wave. With more than 100 million video downloads per day, YouTube is too big a marketing opportunity to overlook. Create short videos and post them to YouTube and other video-sharing sites.

Look at creating podcasts. Programs that you’re already doing (story times, book discussions, guest speakers) often lend themselves to being recorded as podcasts. Be sure to set up newsfeeds for releases of audio and video content so your audience can opt in and be notified of new releases.

7. Monitor engagement and learn as you go. Evaluating social media marketing is different than just counting Web site usage or circulation numbers. You want to measure how well your library is doing at engaging the public via social media. And you should measure both the amount and the intensity of the engagement.

Here are some examples of what you need to monitor: How many blog readers do you have? How many comments are posted by how many different visitors? How many people mention your library on their blogs, and how often? Are search engine results predominantly positive or negative? Is your content bookmarked in social bookmarking sites? How many friends and contacts do you have on your profile in social networking sites? How many comments or scrapbook entries are you receiving? How many visitors contribute content to your site (videos, photos, documents, wiki entries)?

REPOST FROM: http://www.infotoday.com/mls/mar07/Fichter.shtml