Marketing and social media : a guide for libraries, archives, and museums

著者

書誌事項

Marketing and social media : a guide for libraries, archives, and museums

Christie Koontz and Lorri Mon

Rowman & Littlefield, c2014

  • : cloth

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing a planned and deliberately managed marketing campaign. Beginning with mission, goals, and objectives, readers will review the components of both the internal and external environments which must be understood to plan an objective campaign. Chapter coverage includes how to do a SWOT analysis, identify and involve stakeholders, a 4-step marketing model, market research, market segmentation, market mix strategy, and evaluation are all covered. Each chapter includes explanatory topical content designed to build a framework of marketing and social media management understanding including discussion questions (which can be developed into classroom or workshop assignments and key terms. Illustrative and brief case study examples from all three institution types are embedded in chapters as relevant.

目次

Preface 1. A Customer Perspective Marketing and Social Media: A Customer-Centered Approach Learning From Retailers Customer Centered Characteristics Why Call Them Customers? Social Media and Segmentation Customer Offers: Tangible and Intangible Customer Costs Channels of Distribution Communicating with Customers 2. Marketing and Mission Goals and Objectives Systematic Marketing Strategic Planning Begin with a Mission Successful Mission Characteristics Social Media Mission Statements Organizational Level Goals and Objectives Library, Museum and Archives Examples: Missions, Goals and Objectives Social Media Marketing Goals and Objectives 3. Scan the Environments The Organization's Micro-environment The Organization's Macro-environment Types of Environmental Data: Primary and Secondary Macro-environmental Data Categories A Natural History Museum Environmental Scenario Social Media Environmental Scanning 4. SWOT: Strengths, Weaknesses, Opportunities and Threats SWOT Defined Organizing and Ranking the SWOT Presentation of SWOT Analysis Social Media Managers and SWOT Analysis 5. Stakeholders Who are Stakeholders? Value of Identifying Stakeholders Stakeholders Conflicts Stakeholder Mapping Conflicts and Crisis Communication: A Public Library Stakeholder Communication Building Relationships through Social Media 6. A Four-Step Model for Marketing Nonprofit Marketing Defined True Marketing Framework Step One: Marketing Research Step Two: Marketing Segmentation Step Three: Marketing Mix Strategy Step Four: Marketing Evaluation 7. Marketing Research Competition Is Here to Stay Marketing Research Reveals Steps in Marketing Research Internal Secondary Data: Current Status, Current Needs The Importance of Counting All the Uses External Secondary Data Understanding U.S. Census Data Mapping the Customer's Geographic Market Area Demographics Partially Predict Use Customer Data from the Web and Social Media Using Internal and External Secondary Data: Two Case Studies 8. Marketing Segmentation Benefits of Segmentation Useful Ways to Segment Customers Market Segment Characteristics Segmentation Strategies Social Media: Customer AIO & Lifestyle Data 9. Marketing Mix Strategy & Product Product Broadly Defined Product Mix, Lines & Items Product Life Cycle Price: Nickels and Time Place: Physical or Virtual Promotion is a Marketing Tool Tweaking the 4P's for Optimal Customer Satisfaction Marketing the Intangible Why Products Fail A New Spin on the Marketing Mix: Social Media 10. Price or Customer Costs Price: a Marketing Definition Price: Its Role in the 4Ps Perceived Customer Costs Identifying the Full Range of Costs Reducing Customer Costs at a Public Library Tweaking Customer Costs: Examples Social Media Example: Public Library Setting Pricing Objectives 11. Place: Channels of Distribution Library, Museum and Archive 'Places' Place and Changing Channels of Distribution Channel Selection Components of a Channel Strategy Location and Social Media The Need for Facility Location Strategies Proactive Measures to Combat Old Scenarios Five Facility Location Strategies Why Identify Geographic Market Areas Implications of Digital Libraries Virtual Location: Selecting Social Media Channels 12. Promotion: Not the Same as Marketing Major Promotional Tools and Media Choosing Promotional Tools and Media Selecting the Optimal Promotional Mix Social Media: Pros and Cons Promotion: Misunderstood and Misused Archives Promotional Mix Example Evaluating Your Promotional Strategies 13. Case Studies Public Library Art & Science Museum University Science and Engineering Library School Media Center/Elementary Archive/Historical Society Social Media: Children's Museum 14. Marketing Evaluation Why Evaluate? How Do We Measure? What Do We Measure Inputs, Outputs, Outcomes and Fallacies Thereof Estimating Geographic Market Areas (GMA) Outcomes What Benefits are Customers Receiving Segmentation Facilitates Better Data New Technologies Facilitate New Data Collection Specifically Measuring Social Media Success What is a Social Media Goal? Social Media and BIG DATA Marketing Budgets Implementation 15. Four Strategic Marketing Tools Tool One: Grant Writing Similar Steps of Market Research and Grant Writing Tool Two: Public Relations Public Relations Toolkit Case Studies From Around the Globe Tool Three: Advocacy Brands and Branding Tool Four: Common Sense Marketing Policies Social Media Policies 16. Synergy and the Future Library*Archive* Museum: Two Examples Five Things to Think About for the Future Annotated Bibliography Index

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