social media, marketing & public libraries

collaboration :: cooperation :: coordination

Social Media, Marketing & Public Libraries

Darren Sharp, Senior ConsultantTwitter: @dasharp

23 October 2009 :: LibMark Digital Marketing Seminar :: Melbourne

Company Profile

• Collabforge was formed in 2007

• Web strategy and IT development for collaborative engagement

• Experience in delivering mission critical, high-profile Web 2.0 initiatives

• Collaboration process improvement: analysis and integration of best practice tools and process

Whatʼs going on?

the read/write webweb 2.0

social media

self-organisation

collective intelligence

an architecture for participation

user-led innovation

social networking

Social Media: Australian snapshot

Australians are early adopters of Social Media

Three-quarters of Australian online adults now use social media, and one-quarter create their own content (Forrester Research)

Source: Noble, Steven (2008). 'Australian Adult Social Technographics Revealed'. Forrester Research. http://www.forrester.com/Research/Document/Excerpt/0,7211,46786,00.html

Internet Use: Australian snapshot

Source: Matthew Hodgsonhttp://magia3e.wordpress.com/2009/07/15/social-media-not-just-for-the-young/

35-44 year olds represent the largest demographic online at 2.3 millionEven the 45-55 age group outnumber the 18-24 age group

How has marketing changed?

Traditional Social Media

Push Pull

One-to-many Many-to-many

On message Conversational

Command & Control Peer-to-peer

Static Generative

Social Media: ConnectionPeople, data, events and issues

Mashups, Open Access, PSI, APIs

http://www.hcplc.org/hcplc/liblocales/

Social Media: Community

The power of group-forming networksSelf-organisationIdentity representationCommon purposeTrust & reputation

Community

Communitythe power of group-forming networks

Social Media: Context

Interpret, find, personalise and complement

#hashtags

User-generated filtering

Social Media: Co-creation

Co-creationamplify the distributed production of resources

Coordinating new forms of value

In our media 2.0, web 2.0, post-media, post-scarcity, small-is-the-new-big, open-source, gift-economy world of the

empowered and connected individual, the value is no longer in maintaining an exclusive hold on things. The value is no

longer in owning content or distribution.

The value is in relationships. The value is in trust.

Jeff Jarvis (2005) ‘Who wants to own content?’

What are these new (and not so new) forms of value?

sharing

authenticity

reputation

trust

openness

transparencyattentioncollaboration

The Public Library Challenge!

1) Connect with your community via Social Media

The Public Library Challenge!

1) Connect with your community via Social Media

2) Provide access to open data, tools and APIs

Open Access to PSI

The Public Library Challenge!

1) Connect with your community via Social Media

2) Provide access to open data, tools and APIs

3) Build engaging user communities

Build a tribe!

The Public Library Challenge!

1) Connect with your community via Social Media

2) Provide access to open data, tools and APIs

3) Build engaging user communities

4) Enable crowdsourcing

NLA: Australian Newspapers Digitisation Program

http://newspapers.nla.gov.au/ndp/del/home

‘Many Hands Make Light Work: Public Collaborative OCR Text Correction in Australian Historic Newspapers’ by Rose Holley

The Public Library Challenge!

1) Connect with your community via Social Media

2) Provide access to open data, tools and APIs

3) Build engaging user communities

4) Enable crowdsourcing

5) Facilitate the acquisition of new literacies

Summary

• Emergence of new social affordances- connection, community, context & co-creation

• New value systems are emerging- sharing, collaboration, openness, reputation & trust

• Libraries are rich in social objects- you can provide the right conditions for “tribes” to flourish

• Libraries are only going to become more important- our communities need your informational leadership!

• Social media has transformed traditional marketing- pull-driven, many-to-many, conversational, p2p & generative

Thank you!

Darren Sharp, Senior ConsultantCollabforge+61 (0)419 314 655Darren.Sharp@Collabforge.comTwitter: @dasharp