Put Down the Bullhorn! Promoting Your Library Online                        Laura Solomon       Library Services Manager, ...
Today:•   Some marketing basics•   The library’s website•   Social media•   Facebook ads and Google Adwords•   Bits about ...
Ever heard these?•   “I didn’t know you had video games!”•   “I can get a book from a different library?”•   “I can do ___...
What is marketing?
INBOUND   versusOUTBOUND
One size does not fit all
What are the tools?•   Print ads•   TV and radio ads•   Billboards•   Online
Don’t choose the tool first
Re-thinking the library’s website
“Kitchen Sink Syndrome”
Nobody’s reading
Banner blindnesshttp://www.useit.com/alertbox/banner-blindness.html
Design only matters to the user when itgets in the way.
Re-thinking
$115,000    to $200,000ACK!
Consider these…• Join our new Book Discussion Group!  [LINK]• Be a member of our new Patron Advisory  Board [LINK]• Try ou...
Where’s the payoff?
Join our new Book Discussion Group! [LINK] Cant stop talking about that book you just read? Yeah, ustoo. We’ve got a group...
Be a member of our new Patron Advisory             Board [LINK] Looking for opinionated folks who   want to talk about the...
Try our new research database for your next              assignment [LINK] Wikipedia not good enough for your teacher? Sho...
44 percent ofcompanies to spend   more on web marketing in 2013    Study, Sagefrog Marketing Group
Advertising online     versus
What is the goal?
Capturing intent at the right time
Not really about eyeballs
Awareness isn’t the prize
Better?
Adwords is tied to search results
It’s all done by bidding
Is it real?
Is free better?
“A brand isn’t a brandto you until it develops     an emotional connection with you.”    Daryl Travis – Emotional Branding
http://themarketingspot.com/2009/01/basics-of-marketing-brand.html
Invest in a professional logo
Building does NOT equal logo
Marketing plan templateshttp://bit.ly/PJjGj5
Don’t throw stuff into the wind
Self-serving is boring
Absolutely shameless plug                 Coming Fall 2012
Stalk me here   http://www.twitter.com/laurasolomon   http://www.facebook.com/laurasolomon   http://www.linkedin.com/in/la...
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
Put Down the Bullhorn:  Promoting your library online
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Put Down the Bullhorn: Promoting your library online

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When it comes to promoting your library online, things can get pretty complex, fast. What are the best methods for a library to use? How do Google AdWords and Facebook ads work? How does social media fit into library promotion? Are there even good reasons for a library to use online promotion? Learn how to re-think how your library operates online and choose promotion methods with best practices in mind.

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  • Begin the marketing process by examining your library's mission or purpose. (Module 2) . The tool is just that—the tool. Your marketing plan shouldn’t be “Ok, here’s the Internet, what do we advertise?” Rather, you should already have a full marketing plan in place that helps the library meet it’s strategic plan and fufill its mission. The “online” part is truly incidental. It’s time to get over the novelty of “online” as something new and cool—it’s newer than other forms of media, but it’s not necessarily “cooler” and may not even fit your needs or demographic. To learn more about how to market your library and create a marketing plan, check out http://www.olc.org/marketing.
  • Some experts recommend  that every business should allot some $115,000 to $200,000 annually just to social media management. http://www.readwriteweb.com/enterprise/2012/06/why-you-cant-escape-social-media-marketing-any-more.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+readwriteweb+%28ReadWriteWeb%29
  • Put Down the Bullhorn: Promoting your library online

    1. 1. Put Down the Bullhorn! Promoting Your Library Online Laura Solomon Library Services Manager, OPLIN
    2. 2. Today:• Some marketing basics• The library’s website• Social media• Facebook ads and Google Adwords• Bits about branding• What does this mean to me, Laura?
    3. 3. Ever heard these?• “I didn’t know you had video games!”• “I can get a book from a different library?”• “I can do ____ from home?”• “You have ebooks?”• “You mean it doesn’t cost anything to rent a book?”
    4. 4. What is marketing?
    5. 5. INBOUND versusOUTBOUND
    6. 6. One size does not fit all
    7. 7. What are the tools?• Print ads• TV and radio ads• Billboards• Online
    8. 8. Don’t choose the tool first
    9. 9. Re-thinking the library’s website
    10. 10. “Kitchen Sink Syndrome”
    11. 11. Nobody’s reading
    12. 12. Banner blindnesshttp://www.useit.com/alertbox/banner-blindness.html
    13. 13. Design only matters to the user when itgets in the way.
    14. 14. Re-thinking
    15. 15. $115,000 to $200,000ACK!
    16. 16. Consider these…• Join our new Book Discussion Group! [LINK]• Be a member of our new Patron Advisory Board [LINK]• Try our new research database for your next assignment [LINK]
    17. 17. Where’s the payoff?
    18. 18. Join our new Book Discussion Group! [LINK] Cant stop talking about that book you just read? Yeah, ustoo. We’ve got a group for that: [LINK]
    19. 19. Be a member of our new Patron Advisory Board [LINK] Looking for opinionated folks who want to talk about the library.Cookies at every meeting & a chance to make a difference [LINK]
    20. 20. Try our new research database for your next assignment [LINK] Wikipedia not good enough for your teacher? Show ‘emyoure a smart cookie and try a free resource from us [LINK]
    21. 21. 44 percent ofcompanies to spend more on web marketing in 2013 Study, Sagefrog Marketing Group
    22. 22. Advertising online versus
    23. 23. What is the goal?
    24. 24. Capturing intent at the right time
    25. 25. Not really about eyeballs
    26. 26. Awareness isn’t the prize
    27. 27. Better?
    28. 28. Adwords is tied to search results
    29. 29. It’s all done by bidding
    30. 30. Is it real?
    31. 31. Is free better?
    32. 32. “A brand isn’t a brandto you until it develops an emotional connection with you.” Daryl Travis – Emotional Branding
    33. 33. http://themarketingspot.com/2009/01/basics-of-marketing-brand.html
    34. 34. Invest in a professional logo
    35. 35. Building does NOT equal logo
    36. 36. Marketing plan templateshttp://bit.ly/PJjGj5
    37. 37. Don’t throw stuff into the wind
    38. 38. Self-serving is boring
    39. 39. Absolutely shameless plug Coming Fall 2012
    40. 40. Stalk me here http://www.twitter.com/laurasolomon http://www.facebook.com/laurasolomon http://www.linkedin.com/in/laurasolomon laura@oplin.org http://www.meanlaura.com http://www.slideshare.net/laurasolomonThank you!

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