social media, marketing & public libraries
Post on 17-Oct-2014
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This keynote presentation by Darren Sharp, senior consultant at Collabforge (www.colabforge.com) was delivered to the Digital Marketing Seminar on social media for public libraries. Hosted by LibMark in Melbourne on 23rd October 2009.TRANSCRIPT
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
