[Baynet] Infopeople's "Word-of-Mouth Marketing for Libraries" workshop

[Linda Rodenspiel]

Since some people who may be interested in attending might not receive this 
notice directly, we would appreciate it if you would print and post or 
route this announcement to staff and colleagues. Thanks!


Title:  Word-of-Mouth Marketing for Libraries

Dates and locations:

Monday, August 7, San Francisco Public Library
Friday, September 8, San Diego County Library Headquarters
Thursday, September 21, South Natomas Library, Sacramento
Friday, October 6, Los Angeles Public Library
Tuesday, October 17, Alameda County Library, Fremont

There will be additional sessions scheduled in Fresno and Southern 
California. As soon as the dates and locations are confirmed, an 
announcement will be made.

To register for this workshop:  Use the online registration form at
http://infopeople.org/WS/workshop/Workshop/276

Fee:  There is a $75.00 fee for this workshop.


Whether they call it "buzz," "viral," or "relationship" marketing, everyone 
from Advertising Age to The New York Times is talking about word-of-mouth 
techniques for getting your message across. Audiences are tuning out 
traditional promotions, and word-of-mouth is replacing marketing "push" 
with more persuasive"pull."

If you're looking for a smart, ethical, and inexpensive way to:

--Get people talking about your library in positive terms,
--Identify and harness social networks that can spread your library's message,
--Build a community around an existing library service, or
--Use technology to convey your message,

then this course is for you! Word-of-mouth marketing is a simple technique 
for spreading the word about any kind of library in all kinds of situations.


Workshop Description: This fun, all-day workshop will help you rethink 
library marketing and give you the tools to make the most of your most 
valuable resource ­ people! During the day you will participate in 
activities, exercises, and discussions that will culminate in a guided 
action plan for your library. Your instructor will provide handouts and 
case studies to get you started in making the most of word-of-mouth marketing.

Preliminary Course Outline:

Marketing Defined ­ It May Not Be What You Think
--The marketing mix
--Old school marketing/neo-marketing

What is Word-of-Mouth Marketing and Why Should I Care?
--Word-of-mouth, viral, and buzz
--Potential for the exponential
--When word-of-mouth is not effective
--Word-of-mouth and special populations
--The people who make it happen - "influentials"

Making the Most of Social Networks
-- Using feedback ­ even when it hurts
--Networking in organizations
--Perfecting your "elevator speech"

Electronic Word-of-Mouth Marketing
--Email
--Link building
--Permission marketing
--Measuring

Case Studies - Adapting Successful Word-of-Mouth Techniques in the Library 
World

Action Plan for Your Library's Word-of-Mouth Campaign

Workshop Instructor: Ann Miller.  At Solano County Library Ann has worked 
her way up from part-time volunteer coordinator to become the first 
Community Relations Coordinator. There she served as marketing professional 
by day and bedraggled graduate student by night, earning a master's degree 
in Communication Studies at California State University, Sacramento. Her 
professional and academic interests include web design, ethnography and the 
psychology of persuasion.

Who Should Attend: Anyone from the California library community with an 
interest in marketing their library.

Prerequisites: None

Other Logistics:

*On-site check-in is from 8:30-9:00 AM;  instruction is from 9:00 AM-4:30 PM.

*Maps, directions, and parking information are available on the Infopeople 
Web site at http://infopeople.org/WS/workshop/Directions.  Infopeople does 
not validate or pay for parking.

*Infopeople does not provide refreshments or lunch.  Since some training 
locations do not have in-house or convenient food service, Infopeople 
recommends that participants bring a sack lunch.

To view a complete list of Infopeople workshops and for general information 
about Infopeople training opportunities, go to the main Infopeople 
Workshops page at http://infopeople.org/WS/workshop

If you have questions about registration or scheduling of workshops, please 
contact Linda Rodenspiel, the Infopeople Project Assistant, at 
assist at infopeople.org or by phone at 650-578-9685.