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Can Libraries be Sold as Soap?
Utilizing Social Marketing to Connect Diverse Users with Library
Services and Resources
Can Libraries be Sold as Soap?
Utilizing Social Marketing to Connect Diverse Users with Library
Services and Resources
Mary EvangelisteYvonne Mery
Pauline D. Manaka
CARL Conference, 2008. Irvine, CA Hyatt Regency Hotel, Pelican Hill Meeting Room
Mary EvangelisteYvonne Mery
Pauline D. Manaka
CARL Conference, 2008. Irvine, CA Hyatt Regency Hotel, Pelican Hill Meeting Room
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BY THE END OF THIS SESSION YOU WILL:
Understand what is social marketing, some of it’s history and its relevance to academic libraries.
Share some examples of contemporary social marketing campaigns
Recognize the elements that make social marketing campaigns successful
Apply social marketing best practices to libraries
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A. Why apply Social Marketing to libraries?
Because usually we are not selling a product like toothpaste or soap!
Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness
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B. Why apply Social Marketing to libraries?
“There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible.“--Katya Andresen Robin Hood Marketing
“In the information age…Libraries of all types are redefining who they are and whom they serve in a complex algorithm of changing informational infrastructures and shrinking budgets and financial resources. Marketing as a process, provides a mechanism to assist libraries in this evolution.” Lee, D (Fall, 2003) Lib.Adm.Manage.17:4
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“Social Marketing’s advantage…is its single-minded focus on understanding who people are and what people want
as the key to providing …products, programs and services.” [Smith, 2008.SMQ
14:1,93]
"complicated issues" like preventing forest fires
pollutiondrunk driving
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Three caveats before we begin:
More complicated than regular marketing
Realize that benefits of our libraries are not self evident
Transform ourselves into effective communicators
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Social Marketing by any name
Non-profit Marketing
Cause-driven marketing
Value-based marketing
Socially-responsible marketing
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History of Social Marketing
• Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952)
• Kotler & Zaltman (1971) coined the term "Social Marketing"
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War Bonds - An early Social Marketing Campaign Example
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A. Social Marketing Today
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B. Social Marketing Today
->Journals Social Marketing QuarterlyThe Social Marketing Institute
-> Consultants Fearless Future
->Listserv
-> ConferencesSocial Marketing
-> Bibliography
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Your Turn
Think of a social marketing campaign that has affected you
a)The visual imagery?
b)What was the message?
c)Why has it stuck with you?
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Current Social Marketing Campaigns
Click it or Ticket
Truth
SIDS
Energy Star
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A Model Program
Communication and enforcement
Goal: To increase seat belt use
* Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months
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Important change in message
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From:
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in 2003 won the Oscar of the advertising industry-Grand EFFIE
credited with creating new historic lows in teen smoking- lowest rates since 1980s
smoking declined 38% from 1998-2002 in florida where truth was started
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Changed the game-the tobacco company is two faced
On their web sites tobacco
companies
encourage people to
quit smoking
In 2006, a court
found that tobacco
companies manipulate nicotine levels to
keep smokers addicted
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Changed the game -tapped into rebellious nature of teens
Gave them a target -rebel against the tobacco industry
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SIDS -Back to Sleep Campaign
Sudden Infant Death Syndrome•National Institute of Child Health and Human Development
• Maternal and Child Health Bureau•American Academy of Pediatrics
•SIDS Alliance•Association of SIDS and Infant Mortality Programs
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SIDS SuccessLittle
information
Simple Action
Variety of channels
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https://energystar.gov/index.cfm?c=about.ab_index
search.shxml_no_dUTF-8UTF-8
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Campaign Energy Star
• Promoting voluntary adoption of energy efficient guidelines – www.energystar.gov
• Joint sponsorship – EPA and DOE. an excellent example of working with diverse network of partners !
• 1992 computers were the first products to earn the energy star label. Today there are more products which meet the qualifications, including a number of home products.
• In 1999 Energy star launched the “Change a Light, Change the World” campaign
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First step: Choose narrow target
audiences and do tons of research
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Two different narrow audiences
• Teenage girls • Pickup drivers
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Most people begin smoking before age 18 so they choose 12-17 years old
Street level research-staffers went out and spoke to teenagers with video cameras
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Your turn: Choose your target audience
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Choosing your audience
1.UC Transfer students from lower socioeconomic status
2.International graduate students majoring in Education
3.Part-time ESL adult students using a Community College Library
4. Faculty teaching Introductory Writing Classes
5. New faculty in the natural sciences at any of the CSU
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Second step: Choose an action
Go beyond awareness to action
Choose specific and feasible action
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Sample Action 1
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Sample Action 2
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Sample Action 3
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Your turn: Choose an action
Keep in mind:
action must be feasible and realistic
action must be easy to do
action must be tied to your target audience
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Third Step: Begin crafting message with reward that
is directly related to target audience
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Teens want to rebel
In Your Face campaign
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It’s about your audiences values
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Your Turn: Craft message with reward
• Write down three or more things that are important to your audience
• Use these values to create a message
• Message should have an immediate reward
• Ask yourself:
• Why should your audience do this?
• What is in it for them?
• What will they gain or lose from taking your action?
• Appeal to your audience’s values, not yours’, not the organizations’
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Fourth Step: Choose the channel and the optimal
time
• Channel: The “thing” you’re using to get your message out
• Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks
• Time:
As place
As time
As emotional state
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Core Calendar OpportunitiesCore Calendar Opportunities
New Year’s Eve Prom/Graduation
Super Bowl July 4th
CPS Week Labor Day
Spring Break Back-to-School
St. Patrick’s Day Tailgating
BUA Week World Series - Halloween
Alcohol Awareness Month Thanksgiving Holiday
Cinco de Mayo 3D Month
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Energy Star
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Optimal time: Place
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Optimal Channel and Best Time
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Your Turn
1. Choose three possible channels for your message
***Rely less on traditional channels***
2. Choose the optimal time or times to deliver your message
***Remember to always match channel with time
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Congratulations
• You are now ready to create and design your materials and your slogan
• CRAFT your plan!