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
Christie Koontz is a faculty member at the School of Library and
Information Studies at Florida State University. She has taught
nonprofit marketing for twenty years, serving on state, national
and international association marketing committees
Lorri Mon is associate professor at Florida State University’s
iSchool. She teaches and conducts research on social media and
emerging digital technologies in libraries, nonprofits, education
and e-government.
Useful to those completely new to marketing or those looking for
new ideas, tips and rigorous methodologies, Marketing and Social
Media: A Guide For Libraries, Archives, and Museums works well to
provide an expansive overview of all aspects of developing and
delivering a marketing strategy. The book is particularly useful to
educators as it looks at marketing from a holistic perspective
highlighting the importance of understanding your audience’s needs
and catering to them at every turn, which is surely a sentiment at
the heart of engaging informal education.
*Roots Education Review*
This book contains a wealth of information and advice. . . .If your
nonprofit is as serious about social media as it is about its other
strategic initiatives, then this is the book for you.
*Marketing Library Services*
Many libraries, archives and museums dabble in social media,
dipping their toes in the water to test the environment. However,
many others have had a range of successful outcomes arising from a
bigger commitment to social media. If your library is serious about
using social media as a marketing tool, I highly recommend
Marketing and Social Media: A Guide for Libraries, Archives and
Museums as the first tool you will need.
*Australian Library Journal*
[B]y combining the two topics of marketing and social media, this
book promises to offer archivists (alongside librarians and museum
professionals) a systematic framework and a range of useful,
practical tools to improve current knowledge about users, and
subsequently to design services which better meet customer needs. .
. .I would urge any archivist to familiarize themselves with the
concepts and tools it covers.
*Archives and Records: The Journal of the Archives and Records
Association*
Koontz and Mon thoroughly and clearly detail the marketing process
for libraries, archives and museums. The social media component
makes this text unique. Social media is effectively inserted into
the traditional marketing framework, offering a helpful structure
for approaching this new platform. The straightforward presentation
and current subject matter will make this a go-to text for LIS
instructors, students and practitioners!
*Nicole Stroud, Director, Ozark Foothills Literacy Project*
This book really puts the "marketing" into "social media
marketing." Authors Christie Koontz and Lorri Mon
beautifully blend explanations of what marketing really is with
instructions on how to do it well in social media. Unless you're
already a serious marketing expert, you need this book.
*Kathy Dempsey, Editor, Marketing Library Services newsletter*
A fount of practical advice firmly grounded in the relevant
theories and literature, Marketing and Social Media offers
practitioners and students a comprehensive strategy guide to
implementing customer-centered planning and outreach in the social
networking era. Drawing upon decades of experience in research and
practice, Koontz and Mon have crafted a must-read text that merges
their collective expertise into a powerful and insightful guide for
anyone establishing, managing, or implementing social media
marketing practices in libraries, archives, and museums.
*Paul F. Marty, Professor, School of Information, Florida State
University*
Marketing can be a powerful tool, when understood. It starts with
the customer and potential customer, not program publicity, public
relations and advertising. Add a well-sculpted mission, careful
strategy and engaging new social media, and you have a winner—just
like this book.
*Ken Haycock, Research Professor of Management and Organization &
Director of Graduate Programs in Library and Information
Management, University of Southern California*
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