The SLA Division of Government Information was the lead division for the Tuesday, June 15, 2011 spotlight program: Creating Groupies: Info-Pro Guerrilla Marketing. The co-hosting division was the Pharmaceutical and Health Technology Division. The speaker was Mary Ellen Bates, Bates Information Services.
Here are a few takeaways from the program:
- We have to earn our groupies.
- Take the example of the hotel maid. Do you clean the room or are do you create a home away from home for a guest?
- Remember the difference between features and benefits.
- What do you do that is unique and is needed?
- When you describe yourself make sure it includes the why and not just the what and how.
- “We don’t make the strategic decisions. We make them better.”
- Maintain a value-added mindset, speak their language, develop C-suite champions.
- When working with your end users, turn it to them instead of to you. Not what I do but what I do in the integrative context. Then everyone listens.
- Do, don’t say.
- Promote, don’t defend.
- See yourself as a brand. Own your brand/public profile. Differentiate yourself. You’re building a 3-D profile. Cross-link your online personas.
- “Social media puts your brain in the cloud.”
- How to add value to your profile: live-tweet conferences, blog some conference highlights, share your presentations.
- How to create a following on Twitter: Write so that you can be retweeted. Follow interesting people on Twitter and retweet them. Pace yourself. Don’t be flat – show dimension. Don’t post in the heat of the moment.
Here are the slides from the presentation in PDF: Creating Groupies: Info-Pro Guerrilla Marketing.