How Digital, Social & Mobile Connect Real World Communities. Slides designed to accompany my keynote address at the OLC 2013 Convention & Expo; not meant as a standalone document. Presentation framed to be most relevant for librarians and other library workers, but lessons applicable to any local business or organization looking for creative ways to use digital marketing to increase engagement with their community.

1. FACE-2-FACEBOOK
How Digital, Social &
Mobile Connect Real
World Communities

2. G R E G V E R D I N O
Get BIG
RESULTS
by Thinking
and Acting
Small
VERDINO
Every day the world sees
1 million new blog posts, tens of millions
of tweets, hundreds of millions of new
pieces of Facebook content, and more
than 1 billion YouTube videos.
Where does your brand fit in?
In our age of information saturation, con-
sumer attention is the scarcest commodity
of all—which makes your job tougher than ever.
How do you thread your messages through
billions of bite-sized information snapshots to
reach the right people? One thing’s for sure,
you’re not going to succeed using traditional
approaches. Mass marketing is dead; the next
big thing is indeed very small.
microMARKETING empowers you to rethink,
retool, and revitalize your marketing strategies
to take full advantage of the opportunities cre-
ated by the microcontent explosion. A pioneer
in the world of microcontent marketing, Greg
Verdino helps you create a strategy that
emphasizes relationships over reach, interac-
tion over interruption, and social networking
over broadcast networks. You’ll find the
answers to today’s toughest questions:
influencers and my core customers?
post, one video clip, or even one tweet
at a time?
mainstream media is losing ground to
consumer content creators and peer-
to-peer distribution?
$26.95 USD“Greg presents the greatest hits of social media marketing, a litany of stories designed to persuade you to
stop demanding the web conform to your desire for mass—and instead realize that mattering a lot to a few
people is worth far more than mattering just a little to everyone.”
LINCHPIN
Get BIG
RESULTS
by Thinking
and Acting
Small
Every day the world s
1 million new blog posts, ten
of tweets, hundreds of millio
pieces of Facebook content
than 1 billion YouTube v
Where does your bran
In our age of information sat
sumer attention is the scarce
of all—which makes your job toug
How do you thread your mess
billions of bite-sized information
reach the right people? One thi
you’re not going to succeed us
approaches. Mass marketing is d
big thing is indeed very small.
microMARKETING empowers y
retool, and revitalize your market
to take full advantage of the opp
ated by the microcontent explosi
in the world of microcontent ma
Verdino helps you create a
emphasizes relationships over r
tion over interruption, and soci
over broadcast networks. Yo
answers to today’s toughest que
influencers and my core custo
post, one video clip, or even o
at a time?
“Greg presents the greatest hits of social media marketing, a litany of stories designed to persuade you to
stop demanding the web conform to your desire for mass—and instead realize that mattering a lot to a few
people is worth far more than mattering just a little to everyone.”
LINCHPIN

3. culture + media + content
MICRO MICRO MICRO

4. Source: Intel Corporation

6. mass communications
media networks
interruption
prime time
reach
awareness
the one big thing
masses of communicators
the network effect
interactions
real time
relationships
attention
lots of small things
7 SHIFTS FROM MASS TO MICRO
1
2
3
4
5
6
7

7. your library has a marketing problem

8. 53%
of americans
have visited the
library in the
past year
Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013)
91%
of americans
say that the
library is
important to
their community

9. Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013)
62%
of Americans do not
know if their library
lends out e-books

10. Search Engine
Wikipedia
Social Media
Librarian
94%
75%
52%
16%
“VERY LIKELY” TO USE IN A TYPICAL
RESEARCH ASSIGNMENT
Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013)

11. every business is a marketing business.
if you don’t market, you’re out of business.

12. story + utility + experience
ATTENTION VALUE DIFFERENTIATION

14. interest + expression + motivation

17. interest + expression + motivation

20. interest + expression + motivation

24. story + utility + experience
ATTENTION VALUE DIFFERENTIATION

30. story + utility + experience
ATTENTION VALUE DIFFERENTIATION

31. Search Engine
Wikipedia
Social Media
Librarian
94%
75%
52%
16%
“VERY LIKELY” TO USE IN A TYPICAL
RESEARCH ASSIGNMENT
Source: Pew Research Center; Tech Trends and Library Services in the Digital Age (2013)

39. gregverdino.com | me@gregverdino.com | 631.747.1451