Space Study:
Akron University Library survey's the in building users simple coded paper survey, delivered by library student employees who they
pretrained to deliver the survey. Surveys were returned to a drop box near the
exit doors.
Results
Used the survey to change things, refreshed study rooms, added comfy bean bag
chairs, udpated charging stations, scientific calculators for checkout, mobile
whiteboards. Also updated signage on quiet floor.
Human Centered Design for Building Signage
Library Lingo is not User Friendly
Single service point titled "Central Services Desk" changed to
"Main Desk"
"Design is the silent ambassador of your brand" - Paul Rand
Comprehensive design applied to signage at the Fondren Library:
The building in color identified sectors
Elevator wrap with wayfinding floor map
Color scheme applies to study rooms in specific buildings
Front door vinyl
On color wall
Used Hexagon to match floor and desks
More wayfinding
More signage used across buildings
Handouts to match signage
Walk through the building to find out how your signage works.
Another wayfinding
A comprehensive directory near the entrance
Always do a print test of font size and color
Less words = more likely to be read/used
Resources
Useful, Usable, Desirable by Aaron Schmidt and Amanda Etches
Service Innovation Handbook by Lucy Kimball
UX for the Masses website
Usability.gov
Guerilla UX Research Methods by Russ Unger and Todd Zaki Warfel
Don't Make Me Think by Steve Krug
Rocket Surgery Made Easy by Steve Krug
Library Banter
Tuesday, December 05, 2017
Marketing Keynote by Gina Millsap - LMCC 2017
Gina Millsap is the chief executive officer of the Topeka & Shawnee County Public Library.
Began with great funny library promo video from the Topeka and Shawnee CPL: https://youtu.be/IfNfnL64rOQ
More of marketing materials based on this video are found https://tscpl.org/books-movies-music/checkitout
Notes:
Your Brand is what people say about you when you're not in the room. -- Bezos
This library hired an outside firm and nine months later fired them.
They broke many of the rules of creating a plan.
Created core values including:
Brand is what people feel about the library not what the library has
Their new brand is Stay Curious
Additionally they created Project forms/tickets Web based event registration
Began with great funny library promo video from the Topeka and Shawnee CPL: https://youtu.be/IfNfnL64rOQ
More of marketing materials based on this video are found https://tscpl.org/books-movies-music/checkitout
Notes:
Your Brand is what people say about you when you're not in the room. -- Bezos
This library hired an outside firm and nine months later fired them.
They broke many of the rules of creating a plan.
Created core values including:
- Excellence
- Accountability
- Literacy
- Freedom
- Teamwork
- Curiosity
Brand is what people feel about the library not what the library has
Their new brand is Stay Curious
Additionally they created Project forms/tickets Web based event registration
Notes from the Marketing Plan Track - LMCC2017
My favorite slide from the conference:
Indeed
Random thoughts:
Try content marketing (the stories of your library, services)
Define both your users and non users
Use surveys to learn about them
"We have something for everyone" is too broad Ask what they want, it allows you to tell them you already have it.
Define the competition
Create partnerships
Choose actions with measurable goals
Promote products/services then assess, get feedback
Policies/procedures for events
Treat the media as a separate target market
How do you want communications
Multiple choice answer surveys
Focus groups with prizes or gift cards
Talk benefits not products
Don't overlook internal marketing/communications
Be sure the Triangle is aligned in values:
Customers (patrons) Providers (employees) Organization (management)
Indeed
Random thoughts:
Try content marketing (the stories of your library, services)
Define both your users and non users
Use surveys to learn about them
"We have something for everyone" is too broad Ask what they want, it allows you to tell them you already have it.
Define the competition
Create partnerships
Choose actions with measurable goals
Promote products/services then assess, get feedback
Policies/procedures for events
Treat the media as a separate target market
How do you want communications
Multiple choice answer surveys
Focus groups with prizes or gift cards
Talk benefits not products
Don't overlook internal marketing/communications
Be sure the Triangle is aligned in values:
Customers (patrons) Providers (employees) Organization (management)
Keynote: Libraries, Crises, and Social Media - LMCC2017
Keynote Speech by Shel Holtz of www.holtz.com
Shel Holtz is principal of Holtz Communication + Technology, a consultancy that helps organizations integrate the Internet into their strategic communication efforts.
Nobody expects their library to end up at the center of a firestorm, but it happens. How you handle it can affect everything from the public’s perception of your library to the budget allocated to it. In today’s social-media-connected and mobile-dominant media environment—where local engagement rules—the rules of crisis communication are changing.
My takeaways:
Preparation for a crisis, aka how to avoid them
1. Discuss possible issues and risks
2. Engage in communication before it becomes a crisis
3. There is no such thing as a pr crisis, it is an operational crisis
4. Characteristics of a crisis
a. Lack of policy
b. Lack of training
Respond when you find yourself in crisis
1. Respond quickly, accurately, and professionally
2. Be honest
3. Acknowledge mistakes and errors
4. Perceptions should be treated as facts
5. Stay out of public confrontations
Pay attention and respond with your values.
Be Human, Be Visible
Change the focus of the conversation
Crisis Example
Example of an entertaining and engaging crisis http://www.bbc.com/news/uk-england-london-29656674
Shel Holtz is principal of Holtz Communication + Technology, a consultancy that helps organizations integrate the Internet into their strategic communication efforts.
Nobody expects their library to end up at the center of a firestorm, but it happens. How you handle it can affect everything from the public’s perception of your library to the budget allocated to it. In today’s social-media-connected and mobile-dominant media environment—where local engagement rules—the rules of crisis communication are changing.
My takeaways:
Preparation for a crisis, aka how to avoid them
1. Discuss possible issues and risks
2. Engage in communication before it becomes a crisis
3. There is no such thing as a pr crisis, it is an operational crisis
4. Characteristics of a crisis
a. Lack of policy
b. Lack of training
Respond when you find yourself in crisis
1. Respond quickly, accurately, and professionally
2. Be honest
3. Acknowledge mistakes and errors
4. Perceptions should be treated as facts
5. Stay out of public confrontations
Pay attention and respond with your values.
Be Human, Be Visible
Change the focus of the conversation
Crisis Example
Example of an entertaining and engaging crisis http://www.bbc.com/news/uk-england-london-29656674
Tuesday, November 28, 2017
Donor signage ideas from the Dallas Zoo
I like how they honor everyone who donates to the zoo! And it is a fabulous zoo.
A giraffe:
Another sign
The Hippo exhibit walkway
On the way to the Family section http://www.dallaszoo.com/exhibits-experiences/lacerte-family-childrens-zoo/
And another section
All very cool ideas. - Jenny
A giraffe:
Another sign
The Hippo exhibit walkway
On the way to the Family section http://www.dallaszoo.com/exhibits-experiences/lacerte-family-childrens-zoo/
And another section
All very cool ideas. - Jenny
Tuesday, September 05, 2017
Print Marketing
Notes from a workshop
Creating Print Content
Define your audience
i.e. college bound students
Define their information gathering needs
* majors, social life, financial aid...
Match print materials in look/style to the website
Print should supplement what is online
Print is expensive. What is the most valuable thing for the student to know in their decision making process
Let students know what the next 4-5 years look like
Tone & Voice should be conversational. Avoid institutional speak/jargon
Build belief in the brand/message
Be real
Clear, concise 'what do you want them to do next'
'what should they do next'
Share profiles not just the top but the interesting
Students & Parents are different audiences especially where images/photographs are concerned.
Students like
hand on
drone shots
study groups
residence halls
Students do not like
fake lecture
stylized
too many shiny happy people
over representing diversity if it does not exist in the population
Creating Print Content
Define your audience
i.e. college bound students
Define their information gathering needs
* majors, social life, financial aid...
Match print materials in look/style to the website
Print should supplement what is online
Print is expensive. What is the most valuable thing for the student to know in their decision making process
Let students know what the next 4-5 years look like
Tone & Voice should be conversational. Avoid institutional speak/jargon
Build belief in the brand/message
Be real
Clear, concise 'what do you want them to do next'
'what should they do next'
Share profiles not just the top but the interesting
Students & Parents are different audiences especially where images/photographs are concerned.
Students like
hand on
drone shots
study groups
residence halls
Students do not like
fake lecture
stylized
too many shiny happy people
over representing diversity if it does not exist in the population
Monday, July 31, 2017
Tuesday, January 03, 2017
Evaluation Season
It's that time of year when performance evaluations are written. I don't know about anyone else but I sometimes struggle with writing both my own self-evaluation and the evaluations for my staff. I'm always looking for better ways, different words/phrases, to create these documents.
I think this is a useful article on how to write one for someone you supervise: Writing a Good Performance Review at Business News Daily
Here's a useful article for writing your own: How to Write Your Own Performance Review from the American Management Association.
Or try this one:
Six steps to completing a great self-appraisal at TalentSpace.
And best of all, here's a list of useful phrases! 100 Useful Phrases for Performance Reviews at TinyPulse
And remember, when in doubt Google it. Of course there are lots of books on these topics and I have found that when I'm really stuck I go upstairs and browse the Manager/Supervisor section HF for inspiration.
I think this is a useful article on how to write one for someone you supervise: Writing a Good Performance Review at Business News Daily
Here's a useful article for writing your own: How to Write Your Own Performance Review from the American Management Association.
Or try this one:
Six steps to completing a great self-appraisal at TalentSpace.
And best of all, here's a list of useful phrases! 100 Useful Phrases for Performance Reviews at TinyPulse
And remember, when in doubt Google it. Of course there are lots of books on these topics and I have found that when I'm really stuck I go upstairs and browse the Manager/Supervisor section HF for inspiration.
Friday, November 18, 2016
Session: Turning web traffic into foot traffic
Conversion
Visitor A -----Customer
B
Measure foot traffic
Click through rates from newsletter
Customer Journey map
Know the journey
What steps user needs to take
Where are they getting hung-up?
Work backwards
Web site what are
they clicking on, then what, then at what point should they come to the library
and what’s stopping them?
Foot traffic = why motivate them to come in
Place a hold – pick up a hold
Hours
Program
Visit Holds
picked up
Holds Holds
placed
Authenticate Sign
on click thru
Select place
hold click thru
Search keyword
results
Homepage bounce
rate
Direct Google refer google analytic
You can’t manage what you can’t measure
Advanced Class:
Dash, Echo, Fresh
Hold
– no funnel
Price does not equal Cost
Friction is costly
What would success look like?
2 strategies
1.
Reduce steps (shorten the funnel)
2.
Expand the top of funnel (reasons to visit
library)
Reno NV (?)
Amazon -> shows library results???
Session: Auditing & Replacing Library Signage
Signs are living documents
Signage
Communicates
Promotes (promotional)
Provides direction (directional)
Describes policies (informational)
Bad signage
Too many
Poor placement
Inconsistent design (=
confusing)
Punitive
Too much text
Clutter
Handwritten
Tape
Must have a controlled thesaurus for signage
Signs:
1.
In house (DIY)
2.
Permanent (institutional)
3.
Temporary (i.e. out of order)
4.
External (for the public)
Get buy-in from Dean to remove
Outdated
Punitive
Text
heavy
Hand
written
People are not going up to a sign to read the fine print
Literature says san serif for readability
Assessment = survey the employees for prefereed font,
size, language
Buy in can be challenging
“24x36” no more
than 5 words with real photos
Students feel offended by passive aggressive signage
Create design templates
Track location of signs
Be mindful of placement
Remove ½ the signs
Avoid glare (laminating)
No all caps
Co-brand & depart name
Bump points or touch points for signs
Where
decision points such as elevator or top of stairs
Used a red border onpolicy signs
Signs… the library is not a parking lot
Silent study (that’s all the sign says)
ADA: avoid glare, embrace contrast
Respect sign/campaign, not code of contact that looked
like constitution
Signs on easels or holders not on walls, furniture
No fancy fonts
No posting on doors & walls
No visible tape
Signage Policy (LMAO) ACRL
1-2 people designated signage team. Get buy in if
possible, at least from Dean
Data for buy-in/focus groups
Enforce policies or don’t have them.
Weekly signage stroll
Markaaronpolger.wix.com/hello
Session: Assessing Transformative Programming
Forget gate count
Facebook to geolocate people around the building
Loyola programs:
·
Haunted library – theater arts do it –
storytelling
·
Story time for ELC equivalent
·
Therapy dogs
·
Art workshops
·
Speaker series (banned books)
·
Opening receptions for exhibitions
·
Faculty Pub Night
o Call
for proposals
o 9
faculty present
o With
pub food
o 7
years so far
Collaborate with many partners
Plan 5-8 months ahead
Think about assessment
Used to collect paper forms – still do
Word of mouth is best marketing
Reaching out to individual faculty members instead of
flyers
1.
Be specific (will learn, change behavior)
2.
Measureable (no more than 2 indicators)
3.
Focus on what participants will do
Blooms taxonomy
Remembering
Understanding
Applying
Analyzing
Evaluating
Creativity
How do we measure this?
Human library event
·
Learning outcome: participants will recognize
and/or demonstrate importance of conversation as a means to addres issues of
discrimination, prejudice and stigma
·
Survey to measure outcome
o Did
you learn anything about discrimination, prejudice or stima? If so or if not,
what did you learn?
This survey question is a shows a demonstrable change to
perception
Long Night Against Procrastination event
8 pm – am
Quiet, structured, comfy
8:00 registration
Study
Breaks
Chair yoga
Pizza
Coffe
Goody bags
Bubble wrap 5 minutes
·
Goal/Learning outcome – feel they made
significant progress
·
Assessment
o Rate
elements of programs
o What
did you accomplish
o What
was the best part?
Programming Rubric
1.
Why did you decide to attend?
2.
What did you learn?
3.
Was there anything that surprised you?
4.
Demographic questions
5.
Thank you. To be entered into our drawing for
$100 amazon year end card
6.
Join the mailing list
Make a big deal about end of year winner.
Feedback form on chairs at event
Session: Canva 101
Letterspacing (consistent fonts across all channels,
cushion size)
Does physical signage too
How it’s done (color coded signage types)
Rules a different color i.e. 15 minute scanner limit
Infographics
Print vinyl stickers
White font on color photo
Transparent color block (blur filter in advanced)
Guided pathways model
Contrast (font & color)
Design school on Canva – tutorials
‘color picker’ browser extension
·
Unsplash.com
High res photos for all uses
·
Whatthefont
Identify font from photo
Session: A Marketing Approach
Digital is one channel not the only one
“Your brand is not your logo. It is all of the
associations & projections your customers put on you either with your input
or without it” – David Ogilvy
How do people experience you?
Worldes organized
space vs our spaces
Consumer oriented
“bad
library signage”
Clean & Clear
Professional
No one thinks a hoarder is a cutting edge thinker
Consistent signage
End cap displays = more sales
Plannagrams
Plan
Displays
a-c system wide
d branch
e community
f staff communication
standardize
help staff feel smart
help customers
Bags given to customers
Marketing is strategic (first
Vinyl signage
Get rid of little flyers
Handout one piece (calendar)
Black = chic
Wordmark = chic?
Geek chic
One click away campaign
Feature content no vendor
Hurting us from reputation perspective – need use style
guide
Wednesday, November 16, 2016
Session: Positioning your Library Marketing for Success
Positioning your Library Marketing for Success
Cake not just icing
5 keys to library marketing success
1. Make marketing part of the strategy
- not just 'can you make a flyer'
2. Set clear goals from the beginning
- metrics and how will you define success of campaign
3. Support from the top is critical
- seat at the table of leadership group, autonomy able to say no or yes to projects
4. Understand your audience
- where does audience live, where do they get their information, opt in listserv
5. Understand the tools
- start with a press release, define scope of the project in the press release
Examples of successful campaigns
A. Open House
Objectives: increase attendance, reduce library anxiety, show resources
$3000 happy video, happy tshirt give away
B. Blue Crew
Objective: increase reference statistics
To begin gather front line staff.
Customer service training, how we might portray them as a group to engage students, branded themselves as blue crew, library purchase shirts (a variety of styles and type) improved visibility and service point
Branded all services, chat, reference etc with blue crew
1 year campaign but they are still using the brand
Set metric from the beginning. Their goal was a 40% increase in statistics. They achieved a 48% increase.
C. UndeadTech
Campaign for 2 weeks to find cables to get info off dead devices
Prepared staff to answer questions
Facebook ad
D. GRRM comes to Texas A&M
George R.R.Martin
Deeper than swords
Press release, invitation, dinner for 80 people at $400 each which raised money for campaign
Dinner included reception
Standard free lecture
Book signing
HBO actually helped and pre-screened an episode
E. Virtual Exhibit: Gebhardt Company Archive in Special Collections
Who is this for?
What are we hoping to get out of this campaign
How do we engage them
For foodies, donors
virtual exhibit, both in spanish and english, visually engaging, light on reading, bordering on edutainment, little metadata, guestbook, pinterest board.
http://webapp.lib.utsa.edu/Gebhardt/
What didn't work:
A. Embedded Peer Coaches
Office hours in library for peer tutoring
A case of 'make us a flyer'
needed to do more research prior to launching service
-----
1. Advocate for seat at the table
2. Take the time to gather baseline data (set clear goals)
3. Make case with data & proven success
4. Do your audience research (10 people minimum)
5. Find tools audience use the most
Cake not just icing
5 keys to library marketing success
1. Make marketing part of the strategy
- not just 'can you make a flyer'
2. Set clear goals from the beginning
- metrics and how will you define success of campaign
3. Support from the top is critical
- seat at the table of leadership group, autonomy able to say no or yes to projects
4. Understand your audience
- where does audience live, where do they get their information, opt in listserv
5. Understand the tools
- start with a press release, define scope of the project in the press release
Examples of successful campaigns
A. Open House
Objectives: increase attendance, reduce library anxiety, show resources
$3000 happy video, happy tshirt give away
B. Blue Crew
Objective: increase reference statistics
To begin gather front line staff.
Customer service training, how we might portray them as a group to engage students, branded themselves as blue crew, library purchase shirts (a variety of styles and type) improved visibility and service point
Branded all services, chat, reference etc with blue crew
1 year campaign but they are still using the brand
Set metric from the beginning. Their goal was a 40% increase in statistics. They achieved a 48% increase.
C. UndeadTech
Campaign for 2 weeks to find cables to get info off dead devices
Prepared staff to answer questions
Facebook ad
D. GRRM comes to Texas A&M
George R.R.Martin
Deeper than swords
Press release, invitation, dinner for 80 people at $400 each which raised money for campaign
Dinner included reception
Standard free lecture
Book signing
HBO actually helped and pre-screened an episode
E. Virtual Exhibit: Gebhardt Company Archive in Special Collections
Who is this for?
What are we hoping to get out of this campaign
How do we engage them
For foodies, donors
virtual exhibit, both in spanish and english, visually engaging, light on reading, bordering on edutainment, little metadata, guestbook, pinterest board.
http://webapp.lib.utsa.edu/Gebhardt/
What didn't work:
A. Embedded Peer Coaches
Office hours in library for peer tutoring
A case of 'make us a flyer'
needed to do more research prior to launching service
-----
1. Advocate for seat at the table
2. Take the time to gather baseline data (set clear goals)
3. Make case with data & proven success
4. Do your audience research (10 people minimum)
5. Find tools audience use the most
Session: Libraries Learn from Ad Agencies
Libraries Learn from Ad Agencies
Spenser Thompson
Marketing - Sales - Fundraising ... connect the messages
"We are going to be campus/community focused and have spectacular marketing meetings"!
"Marketing makes money for a company by turning more strangers into champions"
i.e. Apple users or Trekkies
* Marketing helps get people to the next step of their journey
* Great marketing is community focused no services focused. Fall in love with the User
Create and use personas to better understand your audience. Social Sarah or Techie Tom
What kind of car does your audience drive? Office park dad, soccer mom, millennial max.
Marketing is Drama Driven not just data driven
A brand is ONE idea, no 'me too'
Examples: Life or Success or Trust. Showed the Life marketing campaign image for a public library.
Always be closing
Ask in meeting
What is the problem and how can marketing solve it?
What is it trying to achieve?
Narrowed focus enough?
What is library route?
What does person in charge of audience think?
What community?
We're tired of campaign but are users? (don't rotate to a new one too quickly)
Do not compose slogans
Push back at meetings
Who are the ten people who need to be aware. Don't do awareness campaigns
Don't crowd the message
Who are we talking to? Why do they care?
Hubspot
Business goal would be funding librarians
Value the librarians
Libhub
Yelp (quiet place to study)
Foogle
We are not a book warehouse
5 things monkeys do
Chat
See themselves
Contact us
Like & Follow
Subscribe (create listserv notices for activities/events/information
Follow users to see what they are interested in
To vendors. How are you going to help librarians succeed with your product?
Be old fashioned. Get out and hustle
Create bonds early in the relationship (high school? or at least freshmen)
Service strategy
Focus on community
Harmonize marketing sales fundraising
Passionate leaders
Marketing - good business
Marketing is also ears
Love the audience
marketinglibraries.com
Spenser Thompson
Marketing - Sales - Fundraising ... connect the messages
"We are going to be campus/community focused and have spectacular marketing meetings"!
"Marketing makes money for a company by turning more strangers into champions"
i.e. Apple users or Trekkies
* Marketing helps get people to the next step of their journey
* Great marketing is community focused no services focused. Fall in love with the User
Create and use personas to better understand your audience. Social Sarah or Techie Tom
What kind of car does your audience drive? Office park dad, soccer mom, millennial max.
Marketing is Drama Driven not just data driven
A brand is ONE idea, no 'me too'
Examples: Life or Success or Trust. Showed the Life marketing campaign image for a public library.
Always be closing
Ask in meeting
What is the problem and how can marketing solve it?
What is it trying to achieve?
Narrowed focus enough?
What is library route?
What does person in charge of audience think?
What community?
We're tired of campaign but are users? (don't rotate to a new one too quickly)
Do not compose slogans
Push back at meetings
Who are the ten people who need to be aware. Don't do awareness campaigns
Don't crowd the message
Who are we talking to? Why do they care?
Hubspot
Business goal would be funding librarians
Value the librarians
Libhub
Yelp (quiet place to study)
Foogle
We are not a book warehouse
5 things monkeys do
Chat
See themselves
Contact us
Like & Follow
Subscribe (create listserv notices for activities/events/information
Follow users to see what they are interested in
To vendors. How are you going to help librarians succeed with your product?
Be old fashioned. Get out and hustle
Create bonds early in the relationship (high school? or at least freshmen)
Service strategy
Focus on community
Harmonize marketing sales fundraising
Passionate leaders
Marketing - good business
Marketing is also ears
Love the audience
marketinglibraries.com
Session: Market Research: Make it Better
Market Research: Make it Better
Good surveys can be very helpful
1. Who is gong to be surveyed?
2. How will the survey be conducted. There are pros and cons for each methodology:
a. telephone
b. mail
c. online
d. in person
3. Recruit respondents, lawn signs, postcards
Some questions reworded for better results:
1. About how many times have you visited the library in the past 12 months? If you aren't sure, give us your best guess.
____ times
2. How often do you use the following service, select all that apply
Include null options such as no answer, or no opinion
Good surveys can be very helpful
1. Who is gong to be surveyed?
2. How will the survey be conducted. There are pros and cons for each methodology:
a. telephone
b. mail
c. online
d. in person
3. Recruit respondents, lawn signs, postcards
Some questions reworded for better results:
1. About how many times have you visited the library in the past 12 months? If you aren't sure, give us your best guess.
____ times
2. How often do you use the following service, select all that apply
Include null options such as no answer, or no opinion
Keynote by John Hayden
Library Marketing and Communication Conference
Keynote by John Hayden
From interruption to invitation
What is the product we're offering?
Marketing job description:
Not just to get the word out but to distribute information, get other people to get the word out.
"Would *I* really share this?"
Listen first before marketing
Demographic information is just not that helpful.
Instead create personas.
Who are your people?
What do they care about?
What do they want to do?
Use verbs!
Learn, connect, share
Book: "Facebook marketing for dummies"
Be Useful
* to each audience
* connect people to resources
* connect people to each other
* solve problems
* point the way
Be a conversation starter
Not just update Facebook and walk away, but start conversations.
* conversation - connection
* ask questions
* ask for stories
* ask for opinions
* ask for help
* seek to understand
* use regular themes
Example of doing it right: Cornell birds
* what's your favorite bird? Identify bird? Submit photos.
* use multiple choice questions
Example: waht's your favorite flavor of ice cream, chocolate, vanilla, strawberry
* use true false
* use caption contests
Be a storyteller
* what's the hook
* what's the payoff
* patron is the hero
Example: picture of cute dog with leaf on head (hook) emotional reaction. Patron wants to be part of the story. Ask, connect, grow, shinel. Story of person impacted by library
DO NOT post pictures of:
1. people standing next to each other
2. pictures with no descriptions
3. irrelevant
DO post pictures
1. people in action
2. show relationship
3. show results
4. show problems
Be a Conductor
* all channels playing together (marketing, sales, fundraising)
* editorial calendar is the sheet music (themes, what's the message, how all channels participate in message)
* patrons hate noise but love music
Be a Human Being First
* reply quickly & cheerfully
* listen & have empathy
* have a sense of humor
Welcoming Patrons
#1 Thank them sincerely (Say it better with a video on the thank you page)
#2 Reinforce impact they made (Remove the organization from the thank you)
#3 Ask what they thinK (Follow up with patron surveys, For instance what subjects? Gives some sense of control)
Onboarding
Welcome
Remind
Invite
Bring library to patrons
Live Facebook video
1. don't freak out
2. pick a topic people want to discuss
3. make an outline for your broadcast
4. respond to comments thoughout
5. recycle recording, slice it up and repurpose
use transcribe.me.com to add to blog
Keynote by John Hayden
From interruption to invitation
What is the product we're offering?
Marketing job description:
Not just to get the word out but to distribute information, get other people to get the word out.
"Would *I* really share this?"
Listen first before marketing
Demographic information is just not that helpful.
Instead create personas.
Who are your people?
What do they care about?
What do they want to do?
Use verbs!
Learn, connect, share
Book: "Facebook marketing for dummies"
Be Useful
* to each audience
* connect people to resources
* connect people to each other
* solve problems
* point the way
Be a conversation starter
Not just update Facebook and walk away, but start conversations.
* conversation - connection
* ask questions
* ask for stories
* ask for opinions
* ask for help
* seek to understand
* use regular themes
Example of doing it right: Cornell birds
* what's your favorite bird? Identify bird? Submit photos.
* use multiple choice questions
Example: waht's your favorite flavor of ice cream, chocolate, vanilla, strawberry
* use true false
* use caption contests
Be a storyteller
* what's the hook
* what's the payoff
* patron is the hero
Example: picture of cute dog with leaf on head (hook) emotional reaction. Patron wants to be part of the story. Ask, connect, grow, shinel. Story of person impacted by library
DO NOT post pictures of:
1. people standing next to each other
2. pictures with no descriptions
3. irrelevant
DO post pictures
1. people in action
2. show relationship
3. show results
4. show problems
Be a Conductor
* all channels playing together (marketing, sales
* editorial calendar is the sheet music (themes, what's the message, how all channels participate in message)
* patrons hate noise but love music
Be a Human Being First
* reply quickly & cheerfully
* listen & have empathy
* have a sense of humor
Welcoming Patrons
#1 Thank them sincerely (Say it better with a video on the thank you page)
#2 Reinforce impact they made (Remove the organization from the thank you)
#3 Ask what they thinK (Follow up with patron surveys, For instance what subjects? Gives some sense of control)
Onboarding
Welcome
Remind
Invite
Bring library to patrons
Live Facebook video
1. don't freak out
2. pick a topic people want to discuss
3. make an outline for your broadcast
4. respond to comments thoughout
5. recycle recording, slice it up and repurpose
use transcribe.me.com to add to blog
Subscribe to:
Posts (Atom)