Video Marketing for Libraries

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Video Marketing for Libraries

• From the Skeptics Point of View
• A Pecha Kucha for the
• NJLA FutureTech Symposium
• Presented by Mary Mallery, Ph.D.

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What is a Skeptic?

• One who instinctively or habitually doubts,
  questions or disagrees with assertions or
  generally accepted conclusions. (from the
  American Heritage Dictionary)
• From the Greek skeptica from skeptesthai to
  examine, consider

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Who am I?

• The librarian who said Yes.
• Worked in NYC marketing firm that handled Tylenol
  cyanide PR nightmare
• Good marketing changed the Poison Pill into the
  Safest Packaged Brand.
• Attended Nancy Dowds library video workshop for
  Info. Tech. Section, May, 2008.

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What is video marketing?

• Video Marketing is the Most Cost Effective Form
  of Advertising says Todd Ash
• Video marketing is extremely easy for anyone who
  has a web cam or a small camcorder. All you need
  to do is record yourself giving out free
  marketing advice, or maybe even just talking
  about life. (from EZine online journal at
  http//EzineArticles.com/?expertTodd_Ash )
• Also known as a Commercial

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How can you tell if you are a Marketer?

• You refer to dating as test marketing.
• When you bought a new house you called your
  fellow alumni and offered to name a room after
  them, if they'll help with the down payment.
• When you describe a product as "maintenance-free"
  you mean that it is impossible to fix it.
• You insist that you must do some more market
  research before you and your spouse produce
  another child.
• From http//www.webmarketingezine.com/marketing-j
  okes/marketing-jokes4.shtml

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Why make library videos?

• How many people here have made a marketing video
  for their library?
• How many regularly watch library videos?
• Whats in YOUR browser cache?

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Target Population Screenagers

• My teenage sons do not watch library videos, even
  when I ask them to.
• The oldest watches Ask a Ninja.
• My younger son watches reruns of Saturday Night
  Live and memorizes entire monologues to deliver
  with his friends in unison.

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Target Population Soccer Mom

• I have a DSL connection, and loading videos is
  very slow, so I dont watch much.
• I watch videos of my kids playing soccer and send
  them to my friends and relatives.
• I also watch videos that my kids watch and worry
  about the excessive violence, foul language, and
  sexual content depicted.

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What do libraries do best?

• Knowledge Classification and Control,
• Expertise in Resource Search and Discovery,
• Resource Sharing and Preservation,
• Service to Diverse Populations, and
• Video Writing, Directing and Production?

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What do library users need?

• Authoritative information sources,
• Knowledgeable librarians,
• A safe place where the resources are accessible
  and preserved, and
• More Youtube videos?

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What are library videos selling?

• Library as Fast Answer Service QandAnj
• http//www.youtube.com/watch?vocLdyeAqUmg

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What are library videos selling?

• The Librarian Who Knows Everything DePauw U.
  Mac/PC parody (2008 InfoTubey Award winner)
  http//www.youtube.com/watch?vceW7GcPMPwUfeature
  related

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What are library videos selling?

• Librarians who mistreat their patrons (even to
  death) for breaking the rules -Ninja Librarian
  Shhh! http//www.youtube.com/watch?vpyLTqBARFt8f
  eaturerelated

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The Medium is the Message

• Is video the best medium for the library message?
• Commercially packaging what libraries do in a
  video may be fun but it may give users
• unrealistic expectations and
• skew the library image into advertising hype.

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Lies, libraries and videotape

• Compressing services into a one-minute visual
  montage, we misinform and sometimes cross the
  line into
• Hype, where libraries misrepresent services and
• Extreme bad behavior (e.g., violence)

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If library videos are the future

• Then what is the future of libraries?

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In The Future of the Internet and How to Stop it

• Jonathan Zittrain, Oxford University professor of
  Internet Governance and Regulation, argues that
  the Internet is transforming from an innovation
  hotbed to commercial lock down with tethered
  appliances like iPhones and Xboxes
• Is Video Marketing a way to market libraries or
  extend the reach of Youtube?

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Video Marketing Caveats

• Libraries already have the safest packaging
  brand.
• The hype and entertainment at all costs mentality
  of viral videos could turn libraries into a
  Poison Pill.
• Proceed with caution with producing Video
  Marketing for your library.

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Final Skeptical Remarks

• Video Marketing is a new and developing tool for
  promoting libraries. The new wave of
  user-generated library videos is especially
  encouraging.
• Pecha kuchas are short, but the future takes its
  time

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Thank you!

• Contact Mary Mallery, Ph.D.
• Email mallerym_at_mail.montclair.edu
• http//www.playlist.com/node/37275109