Tuning out the white noise: marketing your library services

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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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Tuning out the white noise: marketing your library services

  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…

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