Be Where Users Are: Online Marketing For Public Libraries

Sarah Houghton-Jan, MA, MLIS Digital Futures Manager for the San Jose Public Library Author of LibrarianInBlack.net This presentation will be available at LibrarianInBlack.net Be Where Users Are: Online Marketing for Public Libraries

Everything in today’s presentation is free unless you see a ($)‏

Sarah's Twenty Steps to Magical Marketing on Teh Interwebs!

#1: Get Listed in General Directories
Where do people look
for directory
information today?
Are you listed?
Are you listed correctly?

Make sure you’re listed at least in:
Yahoo! Local
Google Maps
AskCity
Microsoft Live Search Maps
YellowPages.com
WhitePages.com

Not Just a Map...

#2: Get Listed in Library Directories
Many users simply Google our libraries' names to find us.
Library Directory Info comes up near the top in Google searches for libraries.
Make sure you're listed, and listed correctly.

Popular Library Directories

#3: Search Engine Findability
Everyone uses search engines to find things.
How does your library fare?

#4: Have A Good Web Address
Target.com/kids
vs.
http://www.TheTargetStore/index/cgi?bin_238003kdff304-ooxr/home.htm

Good URL practices
URLs that are short, easy to say, easy to remember, & easy to put on a brochure or business card
SpringfieldLibrary.org
SpringfieldLibrary.org/Main/MainIndex.html
TownOfSpringfield.ci.ca.us/Depts/Library/
Main.cfm
SpringfieldPublicLibraryIllinois/cgi?_bin&%lkdf64ll9_e56+s31
SPLIL.org

Register multiple domain names ($)‏
SpringfieldLibrary.org
SpringfieldPublicLibrary.org
SpringfieldLib.org
SPL.org
SPLBookClubs.org
SPLStorytimes.org
+ the (.com, .net, .info, etc.) counterparts‏

#5: Use Events Calendars
List library events and services in local community websites and calendars.
As much or as little as you want.

Popular Event Calendars
Upcoming.org
Eventful
Craigslist (maybe $)‏
LibraryThing Local
AmericanTowns.com
BookSaleFindercom
Artsopolis.com
YourEventHub.com
ImThere.com
Going.com
Down2Night.com
BusyTonight.com
Zvents

#6: Link Love
Ensure that your library has a presence on local websites.

Who are your partners?
Are you linked to in the right places?
schools
adult education centers
community groups
local book stores
Find out! In Google & Yahoo! link:http://MyLibraryURL.org

#7: Wikipedia
Wikipedia is not just for college students who want to flunk English 101.

How to List Yourself In Wikipedia
List your library in Wikipedia on your town, county, and university entries.
Add link to External Links
Add description to Main Text
Add your own entry
Talk yourself UP !

#8: Gadget & App Yourself
Create a search gadget for your catalog that people can add to their iGoogle page, etc.
Create apps for mobile devices.

Gadgets & Apps

#9: Blog Search Engines
Make sure library blogs
(and other feeds)
are listed in blog search engines.

#10: Blog Geo Search Engines People want to find others with common interests who live close by. List your library’s blogs on geographic blog search engines to reach out to those potential users.

Popular Blog GeoSearch Engines
City-based Metroblogging Sites
Blogs by City
FeedMap
Blogdigger Local

#11: Social Review Websites
People talk are talking online...
...about your Library.
Are you listening?
Are you responding and engaging?

Sites to Check and Monitor
CitySearch
InsiderPages
JudysBook
Yelp
Local2Me

Image from: http://www.flickr.com/photos/aaronschmidt/217887378 7/#comment72157603674521448 LOVE, BABY, LOVE! 100!

#12: Social Networking Sites
Reach out to users in their own space
Let them choose to come to you, to add you to this part of their lives
Ask your users what sites they use

Social Network Tips
MySpace, Facebook, Flickr, Ning, and others
Profiles / Pages
Bulletins, flyers, groups, photos, notifications, wall alerts, fan-dom, etc. (some $)‏
Facebook applications (search boxes, fun stuff)‏
Check out the Library Success Wiki entry
on Social Networking Software

Facebook Flyer image by Steve Lawson: http://www.flickr.com/photos/tuttlibrary/1546577200 $10 = 5000 Facebook Flyers to targeted audiences Tutt Library

Social Network Tools
CheckUsernames.com : check many networks
Open ID & ClaimID : claim & log into multiple sites
Ping.fm or Hellotxt.com : simultaneous updates
AtomKeep : simultaneously updates
Twitter/Facebook : settings/apps to update both
Hootsuite : update, monitor, & get stats
Filtrbox : monitor social networks in real time
MyBUZZmonitor : hear what people say

#13: WiFi Directories
Why do people want free WiFi?
-theirs is down
-yours is faster
-they're from out of town
-they can't afford it
List your library in free WiFi directories.

Popular WiFi Directories
WiFiFreeSpot
WiFiHotSpotList
WiFi411
WiFinder
JiWire

#14: Use Instant Messaging
For more and more customers,
IM is a primary method of communication.
You're always right there with them
(if they add you as a contact).

Take Meebo a Step Further Screenshot courtesy of David Lee King, Topeka Shawnee County Public Library: http://www.flickr.com/photos/davidking/2076505032/sizes/o/

#15: Text Messaging (SMS)‏
Cell phones and texting are where it's at
Do via text what you'd do via phone
Services / Co-ops (My InfoQuest) ($)‏

#16: Participate on Expert Sites List your staff as experts in various free expert-finding tools (maybe you’ll earn $!)‏
Experts
AllExperts.com
JustAnswer
MosioQnA
NowNow
Uclue
Non-Experts
AnswerBag
WikiAnswers
Yedda
ChaCha
Amazon Askville
Yahoo Answers + a lot more

#17: Email and RSS Subscriptions
Push out as much information as possible via e-mail and RSS.
Push to them;
don't make them come to you.

#18: Virtual Reality Connections
Consider being present in Second Life and other online games and environments.
Second Life Info Archipelago
World of Warcraft
http://htgg2.stanford.edu/archives/2007/09/teaching_in_wor.html http://libraryplayground.wordpress.com/2007/02/11/hamilton-city-of-the-future/

#19: Tweeting
What are you going to send?
How often are you going to send it?
Who's going to send messages?
What tools are you going to use?

#20: Make audio and video findable
Upload or list video with:
YouTube
Google Video
BlipTV
Blinkx
TeacherTube.com
Podscope
Odeo
Upload or list audio with:
Podcast Alley
iTunes
Digital Podcast
Podscope
Odeo
For more sites see: http://www.podcast411.com/page2.html

Tips for Success
Develop an online marketing plan with a budget and staff needs.
Start with the easy one-time things.
Move on to the harder stuff.
Register for everything with the same generic email address.
Duplicate content to save time.
Consolidate profiles with FriendFeed.

Keep your eyes open for new opportunities.

Questions? Sarah Houghton-Jan facebook, Skype, IM: LibrarianInBlack email: LibrarianInBlack@gmail.com twitter: TheLiB web: LibrarianInBlack.net

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Be Where Users Are: Online Marketing For Public Libraries

by Sarah Houghton on Dec 11, 2009

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Be Where Users Are: Online Marketing For Public Libraries — Presentation Transcript