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Put Down the Bullhorn: Promoting your library online

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Put Down the Bullhorn!
 Promoting Your Library Online




                        Laura Solomon
       Library Services Ma...

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Today:
•   Some marketing basics
•   The library’s website
•   Social media
•   Facebook ads and Google Adwords
•   Bits a...

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Ever heard these?
•   “I didn’t know you had video games!”
•   “I can get a book from a different library?”
•   “I can do ...

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Put Down the Bullhorn: Promoting your library online

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.

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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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 versus OUTBOUND
  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 blindness http://www.useit.com/alertbox/banner-blindness.html
  13. 13. Design only matters to the user when it gets in the way.
  14. 14. Re-thinking
  15. 15. $115,000 to $200,000 ACK!
  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] Can't stop talking about that book you just read? Yeah, us too. 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 ‘em you're a smart cookie and try a free resource from us [LINK]
  21. 21. 44 percent of companies 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 brand to 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 templates http://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/laurasolomon Thank you!

Editor's Notes

  • 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

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