Tuning out the white noise: marketing your library services

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Keynote from the BLA Conference, July 2014. #BLAle14 …

Keynote from the BLA Conference, July 2014. #BLAle14

This talk is all about communication - specifically about how to make your communication stand out amid all the white noise. If you want to get a feel for what I was talking about alongside the slides, you can read the tweets from the talk, embedded at http://thewikiman.org/blog/?p=2595.

Thank you very much to the BLA for having me!

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  • 1. Tuning out the white noise marketing your library services
  • 2. Tuning out the white noise marketing your library services
  • 3. Make your contribution count.
  • 4. Business School
  • 5. All-staff / all-student emails, reminders on the website, noticeboards, posters
  • 6. All-staff / all-student emails, reminders on the website, noticeboards, posters Appearing on your users’ radar in a place they might not expect
  • 7. All-staff / all-student emails, reminders on the website, noticeboards, posters Appearing on your users’ radar in a place they might not expect Direct and targeted communication in person, via email, via social media
  • 8. All-staff / all-student emails, reminders on the website, noticeboards etc Which of these categories does your own communication with Departments fall into? Appearing on your users’ radar in a place they might not expect Direct, tailored and targeted communication in person or via email
  • 9. White noise can be useful, as part of a coordinated campaign
  • 10. No one ever rushed home from a race to buy mayo.
  • 11. The key is to market only one of them at a time.
  • 12. Got non-library-specific expertise? Offer it via non- library-specific channels.
  • 13. 28 hours of Web 2.0 training over 12 months, reaching 408 researchers
  • 14. 28 hours of Web 2.0 training over 12 months, reaching 408 researchers
  • 15. Yes No
  • 16. Yes No 0% 18%
  • 17. Yes No 0% 37%
  • 18. Yes No 0% 58%
  • 19. Yes No 0% 77%
  • 20. Yes No 2% 98%
  • 21. At the University of York
  • 22. At the University of York
  • 23. At the University of York
  • 24. At the University of York
  • 25. At the University of York
  • 26. SEO deal with the devil + mobile ready + relevant and useful content = 125,000 impressions At the University of York
  • 27. Be timely. Talk benefits. Personalise.
  • 28. Features are just more white noise.
  • 29. Features are just more white noise. Benefits stay in the line of sight.
  • 30. Do what people need.
  • 31. Do what people need. Market what they
  • 32. www.behaviouralinsights.co.uk
  • 33. 3 surprisingly useful things libraries can learn from the way people pay
  • 34. “So what we do is we simply tell people something, which is true, which is 9 out of 10 people in Britain pay their tax on time. And by putting that single bit of information into the top of a letter, it makes people much more likely themselves to pay the tax on time.”
  • 35. “90% of students visit the Library every day” “We now have reading lists from all but 5 academics…” “The students who use the library most get the best degrees”
  • 36. “If you say most people in Westchester County are paying their taxes on time and it’s going for that new park that we’re building… you can get the take up rate up by as much as 5 percent.”
  • 37. Tell people where their fine money goes. Or even better, allow them to CHOOSE… Furniture DVDs Wall art
  • 38. “Of course people are like ‘oh my God, but how can that possibly be practical?’ Well we’ve now just got the results in. It turns out that for every pound or every dollar that you spend on getting, you know, someone to write on the envelope, you get $2,000 return. A one to 2,000 return.”
  • 39. The personal touch should be applied as far as is humanly possible. Divide your audience into groups, and get into everyone’s line of sight. It takes a large amount of time, and makes a huge amount of difference.
  • 40. Twice a year, students can order any books they like, for a month
  • 41. Feb 2013 Feb 2014 Feb 2013 Feb 2014 OVERALL DEPARTMENT Percent
  • 42. Feb 2013 Feb 2014 Feb 2013 Feb 2014 OVERALL DEPARTMENT Percent
  • 43. Feb 2013 Feb 2014 Feb 2013 Feb 2014 OVERALL DEPARTMENT Percent
  • 44. Percent 365% 1,605% White Noise Line of Sight
  • 45. Can you meet every single member of staff at least once?
  • 46. Amen, Grace Hopper.
  • 47. Make exceptions.
  • 48. Make exceptions.
  • 49. Make exceptions. SAID NO ONE EVER.
  • 50. Admit your fallibility early. Be as open as you can. Forget spin.
  • 51. Admit your fallibility early. Be as open as you can. Forget spin. “Build relationships” isn’t just a phrase.
  • 52. Calls to action
  • 53. Run coordinated campaigns, market one thing at a time, but otherwise Calls to action
  • 54. Run coordinated campaigns, market one thing at a time, but otherwise Calls to action Get on your users’ radar – utilise all your expertise, and make sure you
  • 55. Run coordinated campaigns, market one thing at a time, but otherwise Calls to action Get on your users’ radar – utilise all your expertise, and make sure you Divide your users up into the smallest groups and
  • 56. Run coordinated campaigns, market one thing at a time, but otherwise Calls to action Get on your users’ radar – utilise all your expertise, and make sure you Divide your users up into the smallest groups and
  • 57. That was quite long, I appreciate you listening.
  • 58. Ask and tell me stuff!
  • 59. www.slideshare.net/thewikiman bit.ly/BLAform
  • 60. TV by Mike Shaheen on flickr: https://www.flickr.com/photos/mikeshaheenphotography/8719297954/sizes/l Cell phone tower by @notnixon on flickr: https://www.flickr.com/photos/sansbury/2224487362/sizes/l White noise watcher by Marty McFly on flickr: https://www.flickr.com/photos/martin_mcfly/10671468875/sizes/l Radar telescope by slworking2 on flickr: https://www.flickr.com/photos/slworking/9716259724/sizes/h/ Line of sight diagram by Aaron Hanson on better-biking.com: http://better-biking.com/?p=816 – used with author’s permission Stack of coins by Sharon Drummond on flickr: https://www.flickr.com/photos/dolmansaxlil/6012147519/sizes/o/ Big pile of cash by aresauburn™ on flickr: https://www.flickr.com/photos/aresauburnphotos/2678453389/sizes/l Logpile by heretakiks.com on flickr: https://www.flickr.com/photos/heretakis/7087802879/sizes/l Leaf on table by c_ambler on flickr: h ttps://www.flickr.com/photos/chazoid/2598478591/sizes/l
  • 61. Man and wall by e3000 on flickr: https://www.flickr.com/photos/e3000/256560692/sizes/l Camera by kayvee.INC on flickr: https://www.flickr.com/photos/kayveeinc/5458354264/sizes/l Nascar by John Harrelson on NNSRacing: http://www.nnsracing.com/2010/09/photos-nascar-nationwide-series-in-atlanta-on-Saturday Ipad and books by John Larson on flickr: https://www.flickr.com/photos/johanl/6966883093/sizes/l Social media chalk by MKHmarketing on flickr: https://www.flickr.com/photos/mkhmarketing/8468788107/sizes/l Hand holding Google results by chalo84 on flickr: https://www.flickr.com/photos/chalo84/2680150477/sizes/o/ This camera pic by Yogesh Matre on flickr: https://www.flickr.com/photos/mhatrey/6912434671/sizes/ Explosion by Kevin Dooley on flickr: https://www.flickr.com/photos/pagedooley/958854135/sizes/ TVs on top on one-another by Funky64 on flickr: https://www.flickr.com/photos/funky64/4293098263/sizes/o/ Orb by Tortured Mind Photography on flickr: https://www.flickr.com/photos/pdamsten/5558448144/sizes/l Ice cream globe by h.koppdelanet on flickr: https://www.flickr.com/photos/h-k-d/5981532224/sizes/o/ Clock eye by Bramstone Photography on flickr: https://www.flickr.com/photos/badboy69/2333409688/sizes/l
  • 62. The fonts used in this presentation are Caviar Dreams (this one) Both were downloaded from www.fontsquirrel.com – follow the links to do the same. All the images from Flickr’s Creative Commons were located using www.compfight.com which searches Flickr better than Flickr searches itself. I learned the stuff about tax and the Behavioural Insights Team from Freakonmics Radio, which you can listen to here. Click the quotes on the slides to be taken to the source of each one. The stats and the things about my own work all relate to the wonderful University of York Information Directorate…