Elisabeth Leonard on Libraries

More on word of mouth an social media

I like looking to see what marketers who have a goo reputation with consumers are doing.  P&G an J&J are both companies with solid reputations and which have worked hard to build their brand relationships with their consumers (something I think happens naturally in libraries and that we don't build on enough).  These 2 companies have spent the last couple years leveraging their web presences and connecting with their consumers by word of mouth.  See below for more.

Link: News Analysis: J&J Takes Baby Steps Toward Social Media.

One message board that Johnson introduced a month ago asked moms to post their thoughts on having their first babies. The board got 100 responses almost overnight. "It's about engaging moms in their broader emotions," rather than leveraging the site to make sweeping product pitches to that demographic, Tewell said.

J&J's efforts compete with those of Procter & Gamble, Cincinnati, which has built a growing branding campaign that engages moms via e-mail and direct mail. P&G encourages them to take that information out into their social networks, using connectors—mothers with dozens of regular contacts—who are eager to talk about new products with their friends.

These companies' attraction to social media in part reflects the wane of TV's reach and influence. A recent Keller Fay Group and PQ Media study explains why: Nearly 80% of consumers trust the recommendations of family, friends and bloggers more than they do traditional advertising. For that reason, the study found, word-of-mouth marketing efforts are expected to grow more than 30% until 2011.

Machiavelli on innovation?

Well, who knew that Machiacelli was concerned with innovation?  I mean, it makes sense, but I didn't remember seeing anything about it.  I was suprised when reading a book on innovation that included the following quote.
Link: Niccolò Machiavelli.

    ``We must bear in mind, then, that there is nothing more difficult and dangerous, or more doubtful of success, than an attempt to introduce a new order of things in any state.  For the innovator has for enemies all those who derived advantages from the old order of things, whilst those who expect to be benefited by the new institutions will be but lukewarm defenders.  This indifference arises in part from fear of their adversaries who were favoured by the existing laws, and partly from the incredulity of men who have no faith in anything new that is not the result of well-established experience.  Hence it is that, whenever the opponents of the new order of things have the opportunity to attack it, they will do it with the zeal of partisans, whilst the others defend it but feebly, so that it is dangerous to rely upon the latter.''

Niccolò Machiavelli
The Prince
http://www.bibliomania.com, Chapter 6.

Live brave

While catching up on my shows (love my Tivo!), I was struck by the phrase Live Brave (Eli Stone).  A wrongly convicted prisoner becomes a motivational speaker and his catch phrase is Live Brave.   The character states "there is no faith without hope, no justice without compassion, no humanity without fairness." The point is that we should all stand up for what we believe in. 

This seems to be my day to be reflective and to feel inspired.  I think we all need to be reminded that there is more to life than the daily grind.  I became a librarian because I deeply care about libraries.  I want to be able to contribute to the social mission that libraries hold dear.  There have been days in my career where I felt that my job had little to do with that mission, but in the end, I have always treasured that mission.  And I feel libraries treasure it too.  I think though that we need to remind ourselves from time to time what we stand for.  It might help us get there daily.

Why I can't be happy in Second Life

I really want to like Second Life.  I think the idea of a virtual world used for education is terrific!  Not only do you reach people with different learning styles, you can reach gamers.  And although I teach online and like it, I often feel as though it lacks a sense of time and place.  Having a course within a virtual world would help, right?  So, for the last year I have been trying to get into Second Life.  I am a gamer (love my Xbox -- and I even worked at Aladdin's Castle in college -- fixed the machines and everything!), but I just can't get into Second Life.  The learning curve is a little steep, but I'm no quitter.  The part that is a killer: sometimes it won't load, other times there's a tremendous lag, and more fatally, it'll crash/freeze my computer (and I exceed their specs, I swear).  I rarely blog a complaint, but I am frustrated!  If there's anyone out there who loves SL, email me or add a comment to the blog: just tell me WHY!

Influencers and social media

OK, so I don't think this is such a shock: people trust their friends and family more than  they trust strangers.  For example, if a friend who knows me recommends a book to me, I'll take that recommendation more seriously than one on Amazon that is "people who read this book also bought...."

I'm glad that the research has been done so that what seemed likely has been proven.  But, I think it is interesting that respondents said they want social media to include the ability to add comments, to provide feedback on products and services.  So, while we believe in the authority of people we know more than those we don't, we still read those recommendations.  They are still a part of our decision making or sense making (depending on what someone is researching and what they are trying to figure out!). 

Link: MediaPost Publications - Study: 'Influencers' Possess Less Clout - 04/03/2008.

According to a new study from Canadian research firm Pollara, self-described social media users put far more trust in friends and family online than in popular bloggers, or strangers with 10,000 MySpace "friends."