Bite-Sized Marketing: Real Solutions for Overworked Librarians (webcast)
Nancy Dowd (more presentations, blog), Director of Marketing, New Jersey State Library
(Notes taken here may have been paraphased – by Natalie Zebula)
- Don’t have colors? Just pick one or two
- Are we clear about what we do?
- Traditional, includes flyers, website, maybe press kit
- Problems? Doesn’t work with our public
- Keep it simple
- Are you the only person doing marketing at the library? overwhelming
- Define your goal (not an event, a behavior)
- What are customers saying? Check twitter
Web 2.0 tools
- Not using a tool? Hard to keep up with. Does your target audience use these channels?
- Blogging (Good: if you are a beginner, or have a lot of buerocracy with institutional website / Bad: takes time, needs authentic content, must have something to say)
- Facebook (Good: for lots of events, you can invite people, healvily interactive (people can share photos from events), send updates to fans / Should we have two pages? One for teens, one for adults? Good idea, but need to actually use it)
- Twitter (Biggest buzz, librarians love twitter / Good: puts you in direct contact with people, one on one, use tools to share websites, can combine with a blog)
- Listservs (Good: for certain audiences / Bad: for general public)
- Email (Bad: overused / Have a great newsletter? Have to fight lots of clutter to have it read / Make sure you have another communication channel to back it up (ex: a blog))
- LinkedIn (Good: network with professionals, you have to know the people to allow into a network, trying to reach out to businesses, lawyers, teachers)
- MySpace (Still hanging on! Not a done deal yet)
Challenges to Social Media
- Want people to share their dreams, not their complaints (paraphrased, -Seth Godin)
- Are you looking for input? Or do you just want to push out information?
- Measurement tools are there (what they search for, how many clicks)
Who will do all this work?
- Lone marketers: overwhelming
- You can delegate: recruit volunteers (not for book check, or shelving books)
- Project for a volunteer: youtube video, redesign newsletter
- Who will manage? Set deadlines.
- A design student can offer great skills – builds resumes
- interview and hire volunteers, don’t just take anyone
- share this button
- Press Room: every library should have this: add quotes, links to presentations (slideshare), testimonials from cutomers. You want specific, real stories. Photos, videos, webcasts (you want the media to find this!) published articles. Let them know you are popular!
- Press room feature: “highlights” quick scan materials. A couple of bullet points to highlight an article, fact sheets, strategic plan, etc.
- There is tension/confusion between using blogs and official website – a marketing tool or official place for info?
- Bottom line is your website is about information. Information and marketing are not two separate things. You want pages with information to be found by google, but no need to dumb down information. Blogs are great for marketing, but you need content to make them useful.
- What is b-roll?
- It is the film you cut out. You can add voiceovers, text. Like stock footage?
- What is an example of a good library press room?
- Kenton County libraries. She lists two contact people. Don’t save press releases as PDF, use word document. Lists names and phone numbers. New Jersey state library – separate spots for video. Best practices: Intel (best press release pages)
- How do customers know what their dreams are, if they still are stuck in library stereotypes?
- Web 2.0 lets you communicate with you, polls, feedback, not just about “shh!” – it is an attitude people remember from being children. As you start to build relationships, let people experience a new library.
- We cannot use social media where I work (except to push out), county government. What can we do?
- Make sure you can respond to people by email.
- Google grants?
- Google created program called grants, if you are a non-profit, want to advertise to public, you quality. They give you training, and give you $320 a day for advertising. Very exciting!
- How often to update blogs?
- Not how often, consistency. Once a week is plenty! Never let a month go by.
- Marketing ideas for physical outreach? Market to seniors?
- Identify your goals. Outreach? You end up finding out about people. What are their names? Have conversations. You can’t tell them anything until you find out who they are.
- Do you have tips on how to get staff to buy into web 2.0 marketing?
- You are creating a niche market. You might be the only one doing it.