Search

Super Library Marketing: Practical Tips and Ideas for Library Promotion

Open Search
Category

library marketing

Shrewd Marketers Challenge Conventions. So Should We!

I’ve thought a lot lately about how to approach library marketing in a new and fresh way. As my library creates and executes our strategy for summer reading, I am looking at each tactic and wondering if we can improve the marketing of this legendary initiative. According to the American Library Association, summer reading programs began in the 1890s as a way to encourage school children, particularly those in urban areas and not needed for farm work, to read during their summer vacation, use the library, and develop the habit of reading. That’s a long time to be marketing a program and I think the industry might be a bit stuck in terms of how we do it.

For inspiration, I’ve looked over notes from a session I attended at Content Marketing World. It was led by Doug Kessler, co-founder and creative director of Velocity Partners, a B2B marketing agency with offices in the U.S. and England. Doug’s session was inspiring. It was titled Exceptional Content–Challenging the Invisible Conventions of Marketing. I printed out my notes and have read them through each morning, then thinking about the points he made every time I need a brain break.

Kessler focused his session on a concept he calls invisible conventions. We have so many invisible conventions in libraries. These are the ideas and practices that library staffers hold as traditional and unchangeable. If you hear someone say, “But we’ve always done it that way”, you know you’re talking about their invisible conventions. Invisible conventions are powerful.  Kessler says they guide and constrain us without us even knowing it.

We do need conventions.  But we don’t need to be slaves to convention. Kessler says it’s our job as marketers to expose the hidden conventions in our institution and play with them. Libraries can’t be precious about their conventions because your cardholders aren’t.  Conventions are a signal to your cardholders that marketing is involved–even if you’re trying to be sneaky about it. Your customers are smart, and they’ll put up their defense barriers.

Think about how you respond to marketing messages for invisible conventions. We’ve all developed a sense of when the pitch is coming and we run the other way! You don’t want to turn off your cardholders–you want to inspire them. But if you hang on to your invisible conventions for safety, you’ll never move forward in the marketing of your library.

Challenging your invisible conventions isn’t going to make you very popular, Kessler warns. And that’s okay. Your administration, leaders of other departments, even fellow librarians may have a strong reaction when you decide to challenge conventions. They are more comfortable with traditional marketing practices and they want you to create pieces that make them feel comfortable. Be strong. Take the long view. Persuade your co-workers that change is necessary and that safe marketing isn’t going to cut it with your cardholders. Your job is not to make everyone else in the library happy. Your job isn’t to make friends with everyone in you work with. Your job is to serve your cardholders, and you can only do that when you put your cardholders first. If that means you need to throw convention out the window, then it’s the best move. Don’t second guess yourself. When your instincts as a marketer tell you that something needs to change, you are right. Change it.

I’m reminded of advice I heard from another Content Marketing World speaker, Amanda Todorovich of the Cleveland Clinic. She confessed she’s made some people at the hospital unhappy with her relentless focus on the customer. She has a strategy and she often says “no” to people who want her to do conventional marketing. That means there are some folks she works with who don’t like her. Amanda is okay with that because she realizes her job is to serve the patients, not her co-workers. I draw inspiration from her attitude when I’m faced with having a difficult conversation with a co-worker. You can too! (Read my post about Amanda here.)

So how do you turn conventional marketing on its head? By doing more content marketing. Kessler says, thanks to the companies who came before us, the public knows marketing messages are often filled with compulsive and shameless lies (thanks, cigarette companies). Traditional marketing is all about the brand: a one-sided sales message.  Content marketing, by contrast, is all about the audience. Content marketing rewards libraries for telling the truth. It’s focused on utility–how can we best help our cardholders. It delivers value, builds trust, and it gives our cardholders the power!

Kessler left me with a final thought: unconventional marketing can lead to great stories. Be straight, simple, conversational, and relevant. You will change hearts and minds.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

0

The Big Challenge That Taught Me All About Library Marketing

The biggest holiday of the year in my city of Cincinnati is, without question, the opening day of the Cincinnati Reds baseball season.

Yes, you read that correctly. Half a million people turn out to line the streets of our city for a wild parade that lasts two hours and contains nearly 200 entries. Then they all stream down to the riverfront for street parties and concerts that lead up to the opening pitch of the day. Everywhere you go, you see people dressed in red and white, screaming from balconies, waving handmade signs… it’s a day-long pep rally. People dress up their dogs and kids and paint their faces and wear beads. It’s the Mardi Gras of Cincinnati. This has been going on for decades.

Our library has participated in this tradition since before I came to the organization. Every year, we march in the parade. I learned I would be responsible for our entry just a few months after I had joined. I had never organized a parade entry before. I had only ever covered the Reds parade in my time in news and had no idea what it was like on the participation side! But five years later, I’ve got the process down pat. And, I’ve thought a lot lately about how that experience mirrors many other projects in library marketing. Here’s what I’ve learned.

If you decide to partner with another organization, choose wisely. When I learned that I would be organizing my first parade entry, I set out to ask for advice. A co-worker told me that I was expected to partner with a local organization that helps disadvantaged children. So I reached out to them and called a meeting. It was a painful experience. They did not offer as much help as I needed. They barely contributed to the cost and labor of creating the entry. I completed all the paperwork and recruited all the volunteers and staff. On the day of the parade, I worried that we would lose one of their young clients, as they apparently thought I should also supervise the kids they had recruited to be in the parade. This was not the first time I’d been involved in a one-sided partnership project. We’re all been there. The next year, I decided to go it alone. It was actually less work and less stress.

Partnering with the right organization can bring you more resources and can help with the workload. Joining up with the wrong group can make the experience more stressful. That’s true with any library marketing project. Do your homework and choose your partners wisely. Approach with a series of questions in mind: What do you hope to accomplish in this partnership? How much time and money can you contribute to help us reach our goals? How will the work be divided among us? How will approvals and major decisions be handled?

Sometimes simple is best. My first parade float attempt a disaster. I had never created a parade entry by myself before and I am not an artist. I had no idea was I was doing. It was a hot mess of ideas and it looked muddled.

The second year was a little better. I had hired a graphic artist who was enthusiastic about the project. She recreated the Reds ballpark, complete with smokestacks made of discarded books. It was amazing–and it took a ton of time and was difficult to manage, given our low-budget. It looked great but it was very stressful.

The third year, I decided we would simply drive our delivery truck, which we had recently re-wrapped in a beautiful branded design created by another of my graphic artists. The difference in the stress level I felt in the weeks leading up to the parade was amazing. And the entry connected with the crowd better than any handmade float because it was a branded, recognizable vehicle.

You may be tempted to be complex in your library marketing projects. After all, complexity feels more productive. More work equals better work, right? Not necessarily. If you can approach each project in its simplest terms and break it down to the points that have real meaning, then work on reaching that goal, you’ll be more successful than if you try to reach a dozen goals in a multi-pronged approach. Your messages to the customer should also be simplified. Speak clearly, say what you mean, don’t use library jargon, and you’ll do a better job of connecting with your audience. Your graphics should be simple. Your services should be simple. Simple makes it easier for people to use your library and that will lead to increases in circulation, program attendance, and overall satisfaction.

Get your staff excited. The most important critical moment of parade planning is the moment I decide to start recruiting staff members to march with our entry. I have to make sure my pitch to them includes incentives for participating and emphasizes the excitement of the moment and the value to our cardholders. I also have to make sure members of senior leadership participate because staff members notice and feel neglected if there isn’t a member of administration marching with them through the cold or rain or heat (April weather in Ohio is completely unpredictable!). Likewise, in library marketing, you need to get your staff excited about your projects. Take the time to explain why you are doing the work you do and why it will help them in their interactions with cardholders.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

2

Four Instant Ways to Improve the Most Valuable Page on Your Library Website

I find lately that I’m obsessed of late with library web pages. I’ve set aside time every week to look at how different libraries around the world set up their websites. What do library’s feature or highlight their homepage? How robust is their search engine? What’s in their drop-down menu? How is their library staff set up?

That last question usually ends with me scrolling through a library’s “About Us” page. And it’s there that I really get a sense of that organization, how it views itself, and how it views its relationship to its cardholders. This research brought me recently to this conclusion: Most libraries, including mine, need to update their About Us page.

Your library’s About Us page can be a gateway to all kinds of traffic to your website. Perhaps your analytics show that you aren’t getting any visits to that section of your website and therefore, you might think you don’t need to mess with it. But if you want to increase your market penetration or if you are considering any campaigns or direct marketing messages to increase the number of cardholders you serve, you’re going to want a kick a** About Us page. Likewise, if your library is in the midst of a levy campaign or waging any kind of battle with your city or county over funding, hours, or locations, your About Us page could help you in that battle. And that page will need to look inspire to win new users and funding.

The concept of a revolutionary change in the way About Us web pages are written and formatted is something that gets a lot of discussion in marketing circles for major brands. I hear it all the time at Content Marketing World. Many big companies have moved away from a traditional approach–a long and wordy mission statement in non-conversational language that usually includes goals which have no meaning to the customer. They’re writing in a conversational tone, including specific calls to action for customers, and striving for full transparency. They’re using their About Us page to connect with potential customers, build trust, and communicate what their brand stands for and what the customer can expect from a relationship with that brand. And I think it’s about time for the library world to get on board.

Chicago Public Library’s page is minimalist with clear language and an easy-to-navigate menu.

We should transform our About Us pages into something that really has meaning to our community. This is the web page where decisions are made by all of your stakeholders. You want the page to make potential cardholders feel “at home” and community leaders understand what it is that your library does and why it’s vital.

Here are four ways to transform your About Us page from an abstract section of your website into an amazing marketing tool.

Focus on the cardholder. Here’s a thought that many libraries have a hard time grasping: your About Us page isn’t actually about you. It’s about your cardholders. What is it that your library can do for the cardholder? Take your mission, vision, and values statement, which is likely written in lofty language, and rewrite it in a conversational tone. Or drop it from the page altogether! I know that’s a controversial standpoint but if your mission, vision, values statement is written with a bureaucratic bent, it won’t have any meaning to anyone outside your organization. Instead, think of your About Us page as a conversation between you and a non-library user. How would you, in normal conversation, tell someone about all the things your organization does? That’s what your About Us page should say. You might also take the opportunity to answer the most frequent questions your library gets from new cardholders.

I love how the Columbus Public Library answers the #1 most frequent question right on their About Us page.

Tell your Library’s story. Whether your library has been around for decades or is newly formed, there’s a fantastic story about its birth and its longevity. Tell it on your About Us page, in a paragraph, with inspiring and optimistic language. Keep your bragging to a minimum. If your library has won many awards, you can mention them briefly and put them into the context of how that award translates to better service for your cardholders.

The Perth, Australia library’s About Us page includes all the essentials-how to get a card, sign up for a newsletter, and what is happening today at the library.

Less is more. Many libraries, including mine, have a long list of accomplishments and sub-headers on their About Us page. My library has 19 clickable sub-links!  Pare it down. White space is good. Pick the five most important things you’d want people to know and move the rest to another section of your website. Remember, your About Us page isn’t really about you… it’s about your cardholder. What are the five things a person would need to know to convince them to get a library card or to give you more money?

The Scottsdale, Arizona library takes a minimalist approach and it works!

Visuals are key.  Great, high-resolution photos that show people using your library and the workers who man the buildings are essential. Photos of faces are scientifically proven to be a more effective communication tool that text. Bold, easy to read fonts and primary colors work best for communicating ideas and drawing the eye to the page. Keep text to a minimum and pare down to five concepts that will tell your story.

I like how the Toledo Public Library’s page is heavy on visuals and includes easy-to-navigate sub links written in plain language.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

4

The Danger In Doing Library Social Media By Committee and What To Do Instead

This post is in response to a specific topic request made by Jane Cowell, who is the Executive Director of Information and Engagement at the State Library of Queensland in Brisbane, Australia. Though I have never met her in person, Jane and I “talk” often on Twitter, where she shares my passion for promoting the good work of libraries around the world. Actually, Jane is way more tireless than I am. Also, isn’t she freaking gorgeous?

Recently Jane asked me to talk about social media and libraries; in particular, she wanted to know whether I thought libraries should do social media by committee or take a centralized approach.

My answer: Both. Kind of.

The committee approach to social media is a favorite in the non-profit world. There are countless articles online about forming and maintaining a social media committee on nonprofit websites. Reading those articles, and talking to people who work in my library, I realize that this committee-based mentality has two origins. One is workload. The social media landscape is crowded and the work to keep content flowing in all channels is an all-consuming business. There’s just too much work for most libraries to get it all done, and done well, with one person. But the committee approach is also an effort to ensure fairness and equality… to give all the stakeholders a voice. That’s a valid reason to do social media by committee.

But there are some clear disadvantages to this approach. And if you’re already shaking your head in disagreement, and feel tempted to click away, please read to the end because, at my library, we have managed to find a good way to make a centralized approach work while building team buy-in and I’ll share it with you!

First, let me lay out the problems with the committee approach. My three concerns are:

Your brand voice gets lost. When multiple people are posting on social media for the same library, each post will be infused with a different vocabulary, tone, and feel. Your library needs a standard focus on strategy and vocabulary. When the social media accounts are handled by a centralized person or department, particularly if that department is marketing, the library’s voice is consistent. You use the same words, you have the same conversational tone with your readers, and each post is connected to the library’s mission, vision, and values. The centralized department can make sure each post supports the overall strategy of the library.

The security of your accounts is at risk. The more people who have access to your social media accounts, the more you risk that one of those accounts will be compromised. I know we all trust our coworkers (or at least I hope you do!). But when multiple people are accessing multiple accounts (and saving multiple passwords on multiple computers), the chances that a compromise will happen increases. Keeping your social media centralized reduces this risk.

You risk more mistakes. The more people who post, the more chances that a word will be misspelled, that a date will be wrong, that the information in the post will be incorrect, or that redundant posts will happen. Assigning one central person to handle all social media accounts means that person can act as an editor, reading each post in the scheduler before it goes out, checking to make sure links work and images aren’t broken, and keeping track of promotions so the same event or service isn’t mentioned three times in one day.

There is a way to mix a centralized and committee approach to social media and this is how we handle social media at my library. Create a social media team of contributors who submit post ideas to a centralized social media coordinator. The coordinator is empowered to change or reject the posts submitted by the contributor team and is responsible for taking the contributions and putting them into the scheduler. The coordinator should also be in constant communications with the contributors to foster an open working relationship with them and to share everything he or she knows about the current social media landscape.

My library recruits staff member at each of our 40 branch locations to contribute ideas to us. These contributors are not social media specialists–most are trained librarians who have only ever used social media for personal reasons. My social media specialist visits one branch every week. She goes there to recruit new contributors and talk to the current members about trends in social media. She helps them craft better posts and gives them tips on taking photos of branch displays, events, and more. And she shares the marketing department’s social media strategy with the contributors so they can create posts that support our mission. The contributors know we might not use every post they suggest but the more we work with them to share best practices and improve their social media savvy, the better the posts have become.

I feel strongly that this hybrid approach is the best way to meld both mindsets, safeguard the security of your accounts, get varied and interesting content to post to your social media accounts, and stay connected with your staff and readers.

More help with library social media

Safeguarding the security of your social media accounts

How libraries are using social media–a study by Techsoup

Ten tips to master social media at your library by Ebsco

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

2

Five Excellent Ways To Improve Every Sign in Your Library

I have a love/hate relationship with library signage.

Part of my job as a marketing professional in a major metropolitan public library is to conduct signage evaluations and to make changes or improvements to the signs in our 41 locations. As a customer, I know how helpful the right kind of signage can be, and my perspective as a customer helps me to understand the importance of the task. But to be honest, it’s probably one of my least favorite job requirements. That’s because I’ve found that signs seem like a simple thing but are, in truth, very complicated. My coworkers and my cardholders have passionate feelings about them.

Good signage serves as a silent employee to draw cardholders to your location, direct traffic inside your building, and answer basic customer questions. Signs can actually be a part of your library’s overall strategy and should certainly be worked into your marketing strategy each year. Ask yourself: What are your library’s overall goals, and how can signs help to meet those goals?

The task of tackling your library’s signage is much easier when you have brand specifications documented. The color, size, and language should be consistent throughout the building and multiple locations. Once you have that document created and have decided how signage will help you to execute your library’s goals, here are five tips to keep in mind as you work on signage for each building.

Tip #1: Less is more. Too many signs in a branch, particularly in a small location, can create clutter and can actually cause confusion. And too much signage can actually annoy your cardholders, particularly if most of your signs are bombarding them with marketing messages. Just as white space works to create breadth and depth for a website or a graphic, well-spaced signage in a branch creates flow. About 75 percent of the signs in your library locations should be wayfaring only–directing cardholders to important service points in the building. The other 25 percent can be selective marketing–promoting services and items that are of interest to your cardholders or that might be of interest to them, based on their patterns of checkout.

Tip #2: Match the signage display to the user of each physical space. Make sure that in your children’s area, the signs, shelves, and computers are all lowered to be a child’s level. Create larger signs for the section that holds your large print items. Place teen signs where the teens hang out, like near charging stations or computers. Use a combination of large and small signs to blend with the space requirements in your library and to keep your signage from becoming monotonous, without being overpowering.  Use a bold font and keep colors and designs simple.

Tip #3: Your library materials make the best displays. Use them instead of signs. Think about how your local bookstore will display books. They often turn them front-facing. Why? Book covers are a visual cue and publishers spend thousands of dollars creating beautiful and eye-catching covers. Use these designs to create a visually pleasing display instead of a sign. A good display will not even need a sign–it should be obvious to the cardholder what you are trying to market to them.

Tip #4: Use customer-friendly, positive language. Cardholders prefer conversational language in all our marketing, so it makes sense to incorporate that into your signage. Some examples are:

Replace self-check or circulation with checkout.

Replace reference with information.

Replace periodicals with magazines.

Replace juvenile with children’s and teens.

I know this is controversial but I’m saying it anyway. Drop the Dewey decimal system from your end panels and arrange your fiction and nonfiction items alphabetically. And incorporate positive language into your signs. Don’t tell customers what they can’t do. Rather, tell them what they can do or how they can enjoy a particular space or item in the collection.

Tip #5: Don’t forget the signs on the outside of your building. Your main sign should say LIBRARY in large letters. Save the actual name of the building, particularly if it’s a long name, for smaller letters by the door. Make sure your open and close times are large and clear and in an easy to spot location. The same goes for the signage for any outdoor services like book drops or drive-thru windows. Make sure the signs are as large as is allowed by your local government.

Bonus tips: Don’t rely on signs to convey everything you want to tell the customer. Hire staff who are willing to speak with customers and show customers where items are located with patience and kindness. And set a schedule for re-evaluating and refreshing your signage–once a year, if you can handle it.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

1

Manipulating Cardholder Feelings to Get Results

A cardholder recently leveled an accusation against my marketing department for making her feel all the feels.

Here’s the brief story: our library is trying to raise money for a facilities plan. We have several Carnegie-era branches that are not yet accessible to those with disabilities. So we’ve started a content marketing campaign to educate our cardholders and the residents of our service area about the problem, as we will be asking them for money to fund the facilities plan. In our first video portion of the campaign, we interviewed a veteran who cannot get into the library branch in his neighborhood.

When we released the video, one of the viewers sent us a message. She said, “How dare you  manipulate my emotions and try to make me feel sorry for this guy.” I think this person was trying to make us feel guilty for marketing to her.

Sorry, not sorry.

Emotional marketing is effective. We have seen it work time and again for our library and other libraries. You may remember the story of the Leeds Library campaign, which used story-driven emotional marketing to change that community’s perception of the modern library and its value. Leeds won an award for their campaign, and one judge commented, “We loved the application of real-life, personal journeys to draw on the emotions, capture the imagination and change the perceptions of the audience.”

Effective marketing appeals to emotions, not logic, reason, or even facts. This is particularly effective in the world now, where social media algorithms are cutting into our organic reach. If we want better unpaid reach, we need to constantly engage our audience. To constantly engage our audience, we need them to take an action on every post. To get them to take action, we need to motivate them through emotion.

Research from the Institute of Neuroscience and Psychology at the University of Glasgow, published in Current Biology, says humans really feel just four basic emotions: happy, sad, afraid/surprised, and angry/disgusted. The kind of messages that get us engagement are all based on these basic emotions. When you feel happy or angry, you want to share that emotion with others in your social network. When you feel sad, you empathize with the subject your sadness and feel a motivation to help ease their suffering. When you are afraid, you want to take action to ease your fear.

Your most loyal cardholders are likely already emotionally connected to your brand, particularly if you work in a school or public library. The people who already use your library on a regular basis know it’s value. I bet you have superfans, and you know who they are. So what do you do with all that emotion? How do you make it work in your library’s marketing?

Ask loyal customers to share their stories with you. Conduct interviews with those passionate customers by email or on video and use those answers in many ways. Video marketing is the best way to capture emotion. There is no substitute for talking to someone on camera, for hearing their voice and seeing their facial expressions as they talk about your library. You don’t need fancy equipment. Pull out your cell phone, have them stand facing a window or head outside for a few minutes to take advantage of the natural light, and then ask them some emotionally charged questions about their library experience.

What is your favorite library memory?

Tell me about how the library has changed your life.

How would you feel if the library suddenly closed tomorrow?

If a  neighbor asked you to describe how you feel about the library, what would you say?

Ask your staff to share their stories with you. The next time you’re at an all-managers meeting, visiting another branch, or enjoying lunch with a fellow employee, ask them about life in their branch. Ask them to describe their customers. Inevitably, they’ll have one or two specific examples of people who have an unbridled enthusiasm for their location, or whom the branch staff has helped with a specific problem. Once again, pull out your phone, find some good lighting, and ask open-ended questions like:

How did that request by that cardholder make you feel?

Tell me how the situation was resolved.

Did you worry about how you would handle that request?

What is your relationship with the customer now?

And for good measure, I always ask, What compelled you to look for work in a library?

You can post these emotional marketing videos as a whole edited piece or in sections. You can turn the quotes into a printed piece for your newsletter or email list. You can create digital slides or posters in your branches using the quotes. My library used this tactic last year for a series of videos we called Customer Impact stories. We posted them on YouTube and on Facebook and is was one of our first pieces of video content marketing. The audience and our staff LOVED them. We broke them down and used them in our Library Links publication and in other ways, and they prompted more customers and staff to come forward with more amazing stories. It wasn’t hard and it didn’t take a long time to put together. It was effective. Score!

Adding emotional marketing to your regular promotional schedule keeps your cardholders engaged and feeling all the feels whenever they think of your library. It’s not something to apologize for. It’s something to be proud of.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

 

0

Facebook Does It Again! What the New Algorithm Changes Mean for Your Library

This week, Facebook announced it is making another change in the way the social media platform chooses to show content to its users. The big shift, as you likely know by now, is that Facebook will prioritize posts from friends and family in its news feed over public content from pages, like that of your library. In particular, the Facebook team will give top priority to posts that drive conversation between friends and family.

The announcement is causing consternation for many libraries, which rely heavily on organic, unpaid traffic for their promotional efforts. I honestly don’t know what the end effect will be. I have the same worries as most of my library colleagues. We’ve adjusted well since the last major algorithm change in 2015. So will we have to start over? In the wake of this announcement, I’ve wondered if the chicken comes before the egg. In other words, do our well-performing posts get more interaction because, prior to this week, Facebook has shown them to people in anticipation of interaction… or do they perform well because people are interacting with them? (Deep thoughts!!)

In the Facebook group, Libraries and Social Media, I asked social media marketers at libraries to comment on the change. Caleb Sheaffer of Shreve Memorial Library in Shreveport, LA said, “I never know what to expect until it actually happens. Right now, all the posts that perform well for our library are ones that have the most interaction anyway.”

Jennifer Redford from Boise, Idaho added, “I think that we’ll just need to focus more on writing and sharing great content. We’ve also started using events more and I wonder how that will be affected by the change.”

Finally, Molly Wetta, manager of the Santa Barbara Public Library, told me, “These announcements are pushing me to move forward more quickly with an idea I’ve had for a while. We’re experimenting with linked groups – I started one for youth services specific content, and we may also try one for smaller communities and branches within our system if this one is successful. The goals are to work more to create community connections in addition to marketing our events/services. I do love the events feature, and the notifications will hopefully be helpful but not intrusive. We’ll be sharing book recommendations and answering book-related questions, sharing early literacy tips and activities, and hopefully answering questions.”

The bottom line is that your library’s page may see your overall statistics drop. Your reach and referral traffic, your shares, and your comments may drop. MAY is the key word there. My overall impression of this change is that it will force library marketers to work smarter when using Facebook. All of the pointers in this recent article on Facebook still apply.

And now, more than ever, you must make sure your posts are really good. Share content from other sources related to books and literature–don’t just promote your own stuff, particularly on posts. Use events to promote your events. Ask questions. Create polls. And most importantly, shoot video. As we know, Facebook users respond in a big way to video. Facebook says live videos often lead to discussion among viewers and live videos get six times as many interactions as regular videos. So video marketing must be part of your plan.

You can also explain to your followers what is happening and ask them to choose to see your posts. People who want to see more posts from your library page can select See First in News Feed Preferences. You can also do what Molly’s library is doing and experiment with groups. One of my favorite Facebook pages did that this weekend and they put a little money behind it to make sure all their followers know about the move.

Finally, don’t bait people to interact with your posts. In this week’s announcement, Facebook made it very clear that they will penalize pages which use engagement bait, like. Use real questions and conversation starters. Read this article to see how to avoid engagement bait.

Here’s the thing to remember: posting content on Facebook is like building your house on rented land. It doesn’t belong to you and as much as it pains your library system when changes are made, there is little we can do about it. The big lesson is that we need to start relying on our own platforms and websites for promoting our programs and services. That means we should be building our own audience with blogs, podcasts, and other content delivery systems. We should be developing email subscriber lists so we can target and market to our specific library cardholders and give them the content they really want.

Facebook is great, but they’re not the only way to reach customers. Let’s make a concerted effort to start moving to other content delivery platforms where we have more control. Our fans are loyal and they’ll respond when we deliver content specifically targeted to them.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

0

Library Marketing Secrets You Can Steal From General Electric

The woman who manages marketing at one of the biggest companies in the United States–and perhaps the world–made a huge impression on me at Content Marketing World. Linda Boff is Chief Marketing Officer at General Electric. You might think a huge brand like GE would be mired in traditional marketing practices and have nothing to teach us about agility and experimentation. You would be wrong.

Boff has led the company into a new realm of marketing, using tactics that libraries have access to, like podcasts and Facebook Live. Her focus is storytelling–finding the stories within your company and sharing them with your audience. She insists you don’t need a big budget to do what she’s doing. She’s a dynamic speaker and her presentation was one of the more memorable moments in the two-day conference because I ended up coming away with so many ideas for my library marketing. I left the room excited and energized!

Boff says there are five reasons to tell your library’s story: To sell (library translation: improve circulation, visits, and attendance), to inspire, to explain strategy, to reach audiences, and to educate. She told the audience that the success of GE with storytelling relies on a simple formula: Be first on platforms + activate unlikely audiences + find the human in the digital times. She laid out exactly what she means in her main brand storytelling tips.

Know who you are. GE embraces its nerd identity. The company produced a series of videos showcasing its nerd employees. They are professionally produced but you can do the same thing using your iPhone. Remember, it’s the story that’s important–not the production value of your video. In fact, our library produced a similar series of videos back in April for National Library Workers Week. We shot everything on a DSLR camera and edited it using free software available on the internet. Our fans–and our employees–loved the videos.

Identify your secret sauce. What is your tone? How do you come to life? Every brand has to figure out what this means to them. This next part is going to sound really familiar. GE has had to fight to be relevant, contemporary, relatable, and modern. Everyone knows who GE was in the company’s past. Everyone is familiar with GE’s legacy. Boff said one of her marketing goals is to teach people what GE is in the present.  To do this, Boff recommends you need to “show up as a person”–in other words, use real and personal stories about your workers to put a face to your company’s name. GE went to its employee’s children to ask them what their parents do. They told stories and drew pictures explaining their parent’s work. Then GE took those pieces and used them internally and externally. You can see some of those stories here.

 Find unexpected audiences. At South by Southwest, GE created a BBQ incubation area. They set up a BBQ smoker and had data scientists on hand to smoke the meat with exact precision so it came out right every time. They also had their scientists use data to make BBQ sauce, and they let people taste the sauce while hooked up to a scanner so they could see what their brain responded to via scan. Then took the super smoker to college campuses, so instead of the tent and handouts, they had this cool interactive centerpiece. I think that idea could translate for libraries too. Instead of just having a table at events, let’s bring MakerSpace equipment and traveling library collections so people can interact with our “products.”

Experiment early, experiment often. When a new social media platform or technology emerges, don’t hesitate–jump on board quickly and learn all you can about it, says Boff. The cost barrier to entry is always very low at the beginning of any new trend and the audience has no expectations about what you can or should produce. Boff says it’s important to be on the playing field and really skin your knees; you can’t just read about new trends. I really took this point to heart. We now have permission to move forward on new trends–let’s embrace it!

Good content speaks for itself. Boff and her team created GE Podcast Theater. They create long-form, lightly branded podcasts that are full content marketing platforms. GE’s “The Message” podcast was named as one of the New York Times 11 Fiction Podcasts Worth Listening To and was in the #1 spot on iTunes after its release.  Boff says if you are putting great stories out into the world, they’ll do their own marketing with their amazing content.

Stories are right under your nose: The hardest thing is finding stories to tell. GE works had to find stories reach customers, investors, thought leaders, media, AND employees. I’ve talked about finding stories in the library on this blog before in this article and this article. We should always be looking to connect with narratives that inspire all of those audiences. I really loved how Boff emphasized storytelling as a way to grow employee pride. At GE they do this through a YouTube series called In the Wild. It’s entertaining and engaging. Libraries could imitate that on a smaller scale. In fact, my library did that using a GoPro camera! We did time-lapse videos of various jobs and departments in the library and posted them on our YouTube channel. Those videos had more than a thousand views total and continue to draw new people to our YouTube content.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

0

Three Marketing Lessons Learned at the Jane Austen Festival

I am a fan of Jane Austen. I don’t have to extol the virtues of the Regency-era authoress to you–you work in a library. But I do want to share an experience I had this weekend and the marketing lessons I learned from it.

For the fourth year, my daughter and I attended the Jane Austen Festival in Louisville, Kentucky. This is the largest Jane Austen festival in North America and it is amazing for many reasons. The dresses, the food, and the vendors are all amazing and period-authentic. But this year, I found that I was hyper-aware of the marketing aspects of the festival. This is the 9th year for the festival and they are doing everything right, in my opinion. Here are the three big marketing lessons I learned.

Build your fan base over time and don’t discount the wonderful ways they can market for you. They might not be “influencers” in the traditional marketing sense, but your loyal, adamant, and devoted fans are a powerful marketing tool. A group of people who love you and your products will do more free marketing for you than any ad you can ever buy.

The Jane Austen festival boasts thousands of attendees every year and although they do some promotional media on local newspapers, TV, and radio stations, I haven’t ever seen a single ad buy. They don’t need to. The event grew quickly through word-of-mouth. Jane fans tell other Jane fans, in person and online. At the afternoon tea, I spent half an hour giving a new attendee from Indiana the lowdown on what to see, which vendor tents to visit, and where to get a Regency-style outfit for next year. No one paid me! There’s just an excitement that’s contagious and that loyal fans want to share.

The Jane Austen Society of Louisville has a Facebook page with more than 1200 members, including myself. Only about 10 percent of those members belong to the society but everyone who likes the page will share news about the festival with friends across the world. And fans will share recommendations for costumers, tea merchants, and other vendors, providing business even after the three-day festival has ended.

In addition, festival organizers give a place online for fans to talk and post photos and videos after the event. The festival organizers and the smart vendors like and comment on those photos, making festival goers feel valued and special.

Creating an immersive experience leaves a lasting impression. From the moment you step onto the grounds of Locust Grove, you feel like you’ve been transported to Jane’s era. Many attendees dress in authentic Regency wear. People bring picnic baskets and full tea sets and eat on the lawn using authentic place settings and utensils–no plastic sandwich bags or paper napkins here. In a sea of brightly colored frocks, parasols, fichus, and top hats, you can’t help but feel like you’re part of Jane’s world and that leaves a lasting impression.

The festival organizers go out of their way to complete the immersive experience by handing out programs and putting up signs in hand drawn authentic regency font. I know it’s just a font but it sure does a lot to capture the mood! All the vendors set up their wares inside beautiful white tents and many will use signs that say “Bills of Credit Accepted” instead of the more modern credit card signs. It may sound insignificant but it’s those little touches that extend the mood of the festival and make it an enjoyable and memorable experience for all.

Content marketing works. The entire customer journey for the Jane Austen festival only lasts a month. Tickets don’t go on sale until about 45 days before the event. But the society spends the whole of the year prepping Jane fans by posting articles about Jane, talking about Austen spin-off books, sharing photos and videos about Jane Austen and the Regency era, and holding smaller events with the Jane Austen theme. All this Jane talk serves to educate potential festival goers about the era and the author and builds excitement for the main event.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Slideshare, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

2

A WordPress.com Website.

Up ↑