Mastering the Art of Promotion

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Conducted part of the "Marketing Your Library" workshop, organised in conjunction with the "Conference on GenNext Libraries 2012" at the Universiti of Brunei Darussalam (UBD), Brunei.

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Mastering the Art of Promotion

  1. 1. Masteringthe Art ofPromotion Hedren Sum Universiti Brunei Darussalam Library 11.10.12
  2. 2.  Design Marketing Storytelling 2
  3. 3.  Obtain Diploma in Information Studies in 2007 Graduated from Singapore Management University (SMU) Freelance designer since 2006 Worked with NTU Libraries since 2007 as consultant Joined NTU Libraries officially as Assistant New Media Librarian and Design Librarian 3
  4. 4. We are dealing with a different type of users now.Users 4
  5. 5. Meet the Millennials...Image source: Cover image from the NTU Magazine, “Hey!” 5
  6. 6. “Call them the iPod, Facebook or YouTube generation; this is thegeneration that says they can’t live without their smartphones orlaptops. Connectedness is all they know.Visa research found this group of individuals want to be free to bethemselves; and explore who they are, the world, its differentcultures and their place in it, while staying connected with familyand friends. They value friends but are not influenced by them. Theyadmit to being ambitious and having big dreams, yet most enjoy thesimple, precious things in life. While defining characteristics can bedrawn from this research, one thing in certain – this is a generationof individuals who won’t be stereotyped.”Extracted from “Connecting with the Millenials – A Visa Study” 6
  7. 7.  Connected: can’t live without their smartphones or laptops Multi-tasking: “generate” an extra 5 hours on weekdays and 7 hours at weekends Creative: use media in the way they want rather the way it was intended 7
  8. 8. Library UsersHow can you engage your libraryusers? 8
  9. 9. Is about creating something valuableand ensuring that this value getnoticed, multiplied and shared. “made people own” (According to Jenkins) 9
  10. 10. Objectives: Understand the abilities of different media types _Print _Digital _Social _Mobile Know to better leverage on them to engage users Together, explore the opportunities and challenges faced across different media 10
  11. 11. PrintExperience Digital UsersActivities Social Mobile Library Promotion 360° 11
  12. 12. Poster Brochure PostcardPrint …
  13. 13. Print media will stillbe here for quite awhile... 13
  14. 14. Better to attract people on the move.Image source: Outdoor poster by Reach 14
  15. 15. More “real” and credible.Image source: NTU Libraries 15
  16. 16. Better opportunity for branding.Image source: Alternative Olympic posters by Sarah Hyndman 16
  17. 17. But print media hasits own challenges... 17
  18. 18. A0 : 841 X 1189mm A5 : 148 x 210mm A1 : 594 x 841mm A6 : 105 x 148mm A2 : 420 x 594mm A7 : 74 x 105mm A3 : 297 x 420mm A8 : 52 x 74mm A4 : 210 x 294mmSpace restriction. 18
  19. 19. Visibility subject to environment.Image source: http://whenpigsflyblog.com/2011/05/social-media-never-rests 19
  20. 20. Update/scheduling disadvantage.Image source: http://meganmoments.wordpress.com/2011/01/04/diy-2011-calendar 20
  21. 21. “ Each wave of new technology in ourindustry forced an improvement of the old.Each new medium forced its predecessor tobecome more creative and relevant to theconsumer. ” Rupert Murdoch Chairman and CEO News Corporation 21
  22. 22. 3 seconds Getattention 30 seconds Secure Respond attention to action 22
  23. 23. Users choose when and where to read.  Focus is key  Providing the right information at the right time and place  Packaging and presenting information in small bites 23
  24. 24. Different types of print media havedifferent uses. Poster / Banners Signage Postcard / Brochure 24
  25. 25. Poster / Banner:Brief and eye-catchingto target audience onthe move. 25
  26. 26. Successful Poster Design 26
  27. 27. Signage:Contains symbols,emblems or words, usedfor identification or asmeans of providingdirections or warning. 27
  28. 28. Postcard / Brochure:Mainly distributed to providemore detailed information. 28
  29. 29. 1Everydayobjects. 29
  30. 30. User-centricdesign: Practical Useful Simple 30
  31. 31. 365日 Charming Everyday ThingsOne object per day in 365 days, this exhibition presents theeveryday objects that accompanied them. 31
  32. 32. Bringing the beautiful things out from the library collections and integrate them into their everyday life.Image source: Paul Lowry on Flickr 32
  33. 33. 2Present content ina more interestingmanner. 33
  34. 34. Clear Successful Print MediaConcise Relevant 34
  35. 35. Thinking back… Attracting your target audience Delivering the message Creating visual impact 35
  36. 36. Common mistakes Too much text and information Missing crucial information Incorrect or misleading visuals Hard to read text Consistency with other peripherals 36
  37. 37. Video / animation …Digital 37
  38. 38. Have a clear process:Strategy Storyboard Prepare Design Compile Evaluate Script 1 2 3 4 5Project Management Evaluate 38
  39. 39. Prepare 1  Identify the main message or focus  Define and understand your target audience  Consider output requirements 39
  40. 40. Storyboard Script 2  Determine the “text”  Visualise content flow 40
  41. 41. Design 3  Create visual elements  Create movements and interactions  Choosing audio and sound effects 41
  42. 42. Compile 4  Viewing considerations 42
  43. 43. Evaluate 5  Thinking back… 43
  44. 44. Thinking back… 44
  45. 45. Other types ofdigital media Web banners Interactive panels LCD Screens 45
  46. 46. Good content is still notgood enough. It needs toignite or simulateconversations.Helping people to converse isas important as giving themsomething of value. 46
  47. 47. Blogs Facebook Twitter YouTubeSocial 47
  48. 48. … part of life. 48
  49. 49. Essentially,Social Media is stillabout conversationsamong people. 49
  50. 50. “ Build your audience just as you would in reallife - by being a real person.” Cindy Au Director of Community Kickstarter, Inc. 50
  51. 51. Know your Users. Who is the audience that you want to attract? What are they interested in? Who are their influencers?Image Source: “DNA” symbol by Darrin Higgins, fromthenounproject.com collection. 51
  52. 52. Have a voice. Posts don’t necessarily need to be formal Posting times are important. Use proper grammar, spelling and syntax.Image Source: “Announcement” symbol by Olivier Guin, fromthenounproject.com collection. 52
  53. 53. Listen. Measure – What works and what don’t? What is the community talking about? 53
  54. 54. Key social media platforms used byNTU Libraries: Blogs Facebook Twitter YouTube 1 2 3 4 54
  55. 55. Blogs 1As part of Blogs@NTU, NTU Libraries hasleveraged on the WordPress platform todeliver information relating to resourcesand services on specific libraries, varioussubject areas and exhibitions. 55
  56. 56.  Meaningful Accuracy Transparency 0 Ethics Timeliness Integrity 56
  57. 57. 5,183,700Singapore Population 3,658,400 Facebook @ntu.library Internet users in Singapore 2 2,793,040 Facebook users in Singapore 19,460 Set “Nanyang Technology University” as their interests, activities and education on their Facebook profiles 3,575 “like” NTU Library Facebook page 57
  58. 58. 58
  59. 59. Categories of Library Facebook Posts(NTU Libraries VS Average of Asia-Pacific University Libraries) 56% 48% NTU Libraries Asia-Pacific University Libraries (Average) 17% 16% 16% 16% 10% 9% 6% 6% 4% 3% 2% 2% Promotion Interests Announcements News Activities Support Feedback 59
  60. 60. EdgeRank – Facebook’s Newsfeed Algorithm Affinity Weight Time score between for this edge decay factor viewing user and type (create, based on how edge creator comment, like, long ago the tag, etc.) edge was created 60
  61. 61. Hierarchy of Weight Importance 1. Photos/Videos 2. Links 3. Status UpdatesMore views incite more interactions 61
  62. 62.  Post more visual content – Event Photos – Cartoons – Memes Share more content with viral potential – Interesting news / videos – Trends – Buzz around holidays or events 62
  63. 63. Instant updates Twitter Interesting @NTULibraries Facts 3 Feedback “Live” event New resources 770 Tweets tweetsAnnouncements 450 Followers Conversations 63
  64. 64. 64
  65. 65. Real-timeinteractions 65
  66. 66. 140Characters Limit 66
  67. 67. @reply #hashtagsTo direct reply To tag tweets or to another topics with user keywords 67
  68. 68. YouTube @TheNTULibraries 4Managed by the Instructional ServicesDivision, the main purpose NTU LibrariesYouTube channel is to leverage on videos toeducate users on using the library resources. 68
  69. 69. 69
  70. 70. ? ? ? ? Video Publishing Real-time Snapshot ofcontent space content happenings 70
  71. 71. Meeting Place Image source: davidking on Flickr 71
  72. 72. Meeting Place Keep Generating Learningconnected buzz from userswith users 72
  73. 73. QR Codes HTML5Mobile 73
  74. 74. ... part of life, regardless of time and place (and space). Image source: moowelo.com 74
  75. 75. Image source: ekelly80 on Flickr 75
  76. 76. 5.98billionMobile users worldwide490millionWorldwide smartphone sales in 2011982millionEstimated worldwide smartphone salesin 201550millionWorldwide who have a mobile phone butdo not have electricity at home 76
  77. 77. Time spent on mobile phones (per day) 40 30Average Time 20 Spent 10 0 0 10 20 30 40 50 60 % of users 9% spend an 32% spend an 59% spend an average of average of average of 7 minutes on 27 minutes on 40 minutes on email communication the Internet 77
  78. 78. Smartphone: Not only used for calling anymore…Image source: etsy.com 78
  79. 79. 79
  80. 80. When is your mobile being used? 98% 89% 79% 74% 64%At home On the go While At On public shopping work transport 10.9billion apps downloaded 80
  81. 81. How is mobile being used? 81% Browse 77% Search (Social networking, (Seeking information surfing) primarily using search engines) Social networking  71% of mobile search accounted for 50% of all happen when users are page views in 2011 following up on a tv, online or printed advertisement More than 425 million mobile users in Dec 2011  1 in 7 searches made via alone mobile 200 million mobile video  95% have looked for local playbacks everyday on information YouTube 81
  82. 82. PrintDigitalSocial 82
  83. 83.  QR Codes 83
  84. 84. What are QR Codes? Known as Quick Response Codes A type of 2-dimensional matrix barcode Developed back in 1994 by Denso Wave, a subsidiary of the Toyota Group, to scan automotive component part inventory 84
  85. 85. ConnectTo access web URLs, emails and contact informationdirectlyEventsTo view details or register for events directlyInformationTo view additional information on services, resourcesand exhibitionsShareTo share information directly to social profiles such asFacebook and Twitter 85
  86. 86.  HTML5 86
  87. 87.  The Web Yesterday Image source: rgbstock.com 87
  88. 88.  The Web Today Image source: rgbstock.com 88
  89. 89.  The Web Today Image source: johnpolacek.github.com 89
  90. 90.  The Web Tomorrow 90
  91. 91. HTML5 CSS3 JavaScript Blog Website Themes BuildersImage source: HTML5, CSS3 and JavaScript logos edited from various sources 91
  92. 92. Print  Provides intended message  Attract movingExperience Digital audience Users  Build relationships  Obtain viralityActivities Social  Providing the right resources/services Mobile at the right place and time 92
  93. 93. Promotion is not anend-product or adestination, but ratheris about creativity andprocess. Creating Value 93
  94. 94. We will need tostop fighting ofevery idea, andstart findingsolutions.The question isnot if this willwork but ratherwhy it mightwork - Helge Tennø Image source: Landahlauts on Flickr 94
  95. 95. Never be afraid toexperiment andexplore new things.Sometimes it isjust the mistakesyou made thatmake you better inwhat you do.Image source: Hedren Sum 95
  96. 96. Thank You.Hedren Sum hedrensum@ntu.edu.sg hedren hedrensum SpreeCity.me/blog 96

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