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SWFLN Presentation: Public Relations and Marketing for Libraries... especially with social media

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Getting the word out about library programs, resources and services can be a challenge. During this session, we will explore how to create effective flyers and press releases, email marketing techniques, and utilizing social media effectively through a variety of free resources.

During this interactive session, we will create an encompassing media plan for specific events and an ongoing social media strategy.

Published in: Social Media
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SWFLN Presentation: Public Relations and Marketing for Libraries... especially with social media

  1. 1. MARKETINGTHROUGH SOCIAL MEDIA & MORE Presenter: Diana Silveira SWFLN August 13, 2015
  2. 2. create effective flyers press releases email marketing social media putting it all together Image Agenda:
  3. 3. What is your advertising plan?
  4. 4. FLYERS
  5. 5. Advertising  Where will you advertise?  Who is your target?  How will you advertise?  When will you advertise?
  6. 6. Creating the Advertising • Title • Time • Location • 1 sentence at most description • How to get more information • Visual • Template or Not toTemplate http://bit.ly/1qWtu1M
  7. 7. Activity: Creating Flyers in PowerPoint
  8. 8. Free Image Sources • Pixabay • morguefile.com • splitshire.com • magdeleine.co/browse • jeshoots.com • unsplash.com Full list of free image sources & editors: https://blog.growth.supply/300-awesome-free-things-e07b3cd5fd5b; image by Unsplash
  9. 9. Source & More font stuff: https://goo.gl/iozQv5
  10. 10. Finding the Right Font • Font Squirrel • DaFont • FontPark
  11. 11. Picking Colors • Adobe Color (App &Website) • Colorzilla • Paletton
  12. 12. More @ http://goo.gl/y8CSa http://livecolorful.com/tag/color-psychology/ image@ https://goo.gl/bvwmX0
  13. 13. AddingTransparency toText Boxes
  14. 14. PRESS RELEASES
  15. 15. Before you start?  Where will you advertise?  Who is your target?  How will you advertise?  When will you advertise?
  16. 16. Anatomy of a Press Release • Heading • Subheading • Dateline • Contact Information (Phone, Email, Name, Social Media) • Details • High Quality Picture Essential Reading – PR NEWSWIRE PR NEWSWIRE BOOTCAMP
  17. 17. Infographic fromVertical Response
  18. 18. ACTIVITY Write a Press Release for an upcoming event @ your library
  19. 19. Distribution • Local Newspapers • Blogs • Free Newspapers • Local Media Outlets • Social Media • Social Media Influencers
  20. 20. EMAIL MARKETING
  21. 21. Why email? Full Infographic: https://goo.gl/VB2gp1
  22. 22. Services Contact form 7 Mailchimp ManyContactsBar Hello Bar Sumome List Builder ScrollTriggered Box Constant Contact Image https://goo.gl/QJ6H6TSource https://goo.gl/HZjoU7
  23. 23. Infographic from Constant Contact
  24. 24. Collecting Email • Programs – Have sign up • Webpage Plug-in • Option on Library CardApplications Image https://goo.gl/KJIy1k How else can you collect email addresses?
  25. 25. Tour of MailChimp
  26. 26. Announce New & Use Pictures Email Newsletters New Blogs Library Events & News Welcome Emails Tips &Tricks TheValue of our Library Testimonials Surveys What else? Subject Ideas
  27. 27. Tips for Success • Clear Call to Action • Create Urgency • KIS – Simple &Short • Make the subject line count • Contact Information & Links • Use Pictures SourceVertical Response More tips @Make Email Pop Picture: Pixabay
  28. 28. SOCIAL MEDIA
  29. 29. Why Social media? Picture Pixabay
  30. 30. Why do people connect with libraries? Image Pixabay
  31. 31. SOCIAL MEDIA & DEMOGRAPHICS
  32. 32. Image Pixabay - FirmBee
  33. 33. Infographics: Adweek; Pew Research Facts & Figures
  34. 34. Know your own Users
  35. 35. TopTips for Facebook • Posting an article- give your reasoning • “Casual images that show partial body shots like hands and feet are associated with higher Facebook likes.” (SocialExaminer) • Pictures &Video are king • Reply to comments
  36. 36. What are your FacebookTips? Image
  37. 37. Facebook Insights insights
  38. 38. Image Pixabay - FirmBee Instagram
  39. 39. Infographics: Adweek; Pew Research Facts & Figures
  40. 40. TopTips for Instagram • Add Contrast &Warmth • Focus on Faces • Hashtags!!! Use up to 5. • Post ONCE daily • Interact with others: It’s a community Source: MakeUseOf Instagram
  41. 41. What are your InstagramTips? Image
  42. 42. Image Pixabay - FirmBee
  43. 43. Infographics: Adweek; Pew Research Facts & Figures Pinterest.com
  44. 44. TopTips for Pinterest • Follow people in the community & others of interest • Complete your profile so people can find you • Multiple boards on multiple topics • Add descriptions (Keywords) to pins so they are searchable • Add PinIt buttons on your website • Verify pins before you repin (no dead links or SPAM) • Shared Boards with groups in your library • How-To Boards
  45. 45. What are your pinterest Tips? image
  46. 46. Image Pixabay - FirmBee
  47. 47. Infographics: Adweek; Pew Research Facts & Figures
  48. 48. TopTips ForTwitter • Follow Back • Link back to your website • @/# - use them • Consistency • Twitter is a conversation – reply timely • Find your voice: Give your brand personality • LiveTweet events • Its ok to repost….just change it up a bit • Thanks followers for sharing content & following
  49. 49. What are your twitterTips? image
  50. 50. Image: FrontMan Marketing More tips SocialMediaWeek
  51. 51. Other social medias Infographic: SproutSocial)
  52. 52. OverallTips • Consistent • Post Regularly • Be Available…Reply, Like • Take time & post good stuff Image Cristina012 Deviant Art More Tips -- PopSugar
  53. 53. CONTENT CURATION
  54. 54. Image from http://www.steblog.net/
  55. 55. What is content curation? Image from Pixabay
  56. 56. 20% - Library Promotion
  57. 57. Collecting Content o Pinterest o Flipboard/Feedly o Scoop.it o Paper.li o Reading Room (great FB follow) o Buzzfeed (QUIZZES!) o Flavorwire (LISTS) o Bookriot.com o http://www.thisiscolossal.com/
  58. 58. Creating your Own Repository • Evernote • Pocket • Delicious
  59. 59. Collecting viaTwitter • Connect with Buffer, Pocket • CreateTwitter Lists (or follow someone else’s)
  60. 60. infographics o dailyinfographic.com o Pinterest o Coolinfographics.com Full infographic: http://goo.gl/oQbYdo
  61. 61. What are your content curation sources?
  62. 62. CREATING CONTENT
  63. 63. Canvas.com • Create meme’s and other visuals easily • Thousands of stock images • Con: Ugly grid lines/watermark unless you pay $1.00
  64. 64. Recitethis.com • Templates for quotes etc Need inspiration: http://americanbookreview.org/100bestlines.asp
  65. 65. Befunky.com • Powerful photo editor • Lots of filters/overlays/etc • Collage maker • Most Free
  66. 66. Tagul.com • Import or C/P words from any source • Select Image, color, fonts • Share or download
  67. 67. https://placeit.net Great way to bring focus to resources @ the library
  68. 68. Infographics • Infographic: http://www.easel.ly/viewEasel/342930 Create your own: • Easel.ly • infogr.am • http://piktochart.com/
  69. 69. CreatingVideo • Vine • Instagram • Lensoo Create • Sketchbook Express
  70. 70. Contests and Calls for content Images: Bookface, #caughtreading #ireadeverywhere
  71. 71. What do you use to create content?
  72. 72. MAKING A POST GO FURTHER
  73. 73. Taking a post further o Tagging o Generating comments and shares o Cross-Promote with other pages o Shorter posts o Posts with emoticons get 33% more comments, they also get shared 33% more often. Sources: http://goo.gl/AI8xTY
  74. 74. Who can you cross promote with? • departments on college campuses • Chambers • Nonprofits • Other libraries • Anyone who follows you
  75. 75. Boosting posts? • Did you know? • Your average Facebook post is only seen by 6-12% of your followers (source)
  76. 76. Activity • How do we make this post more viral?
  77. 77. WhatWorks? • Did you know? • Posts with visuals receive 94% more page visits and engagement than those without.
  78. 78. Better? Raise the Roof Fundraiser Tuesday, 7pm Hamburger Mary’s
  79. 79. What is most successful with your users?
  80. 80. Infographic FastCompany
  81. 81. WHEN SHOULDYOU BE POSTING?
  82. 82. Infographic at QuickSprout Additional Info FastCompany
  83. 83. Infographic at QuickSprout Additional Info FastCompany
  84. 84. Infographic at QuickSprout Additional Info FastCompany
  85. 85. PUTTING IT ALL TOGETHER
  86. 86. CREATING @PLAN & SCHEDULING
  87. 87. Creating a team Social media shouldn’t be solo Image Pixabay
  88. 88. SCHEDULE
  89. 89. Schedule should include: • Promotional Posts • Curated Content • Pictures/Video • Who, When, andWhere • Hashtags • Manage schedule in calendar or shared doc • Reposts (sample schedule from Buffer) Templates and ideas: http://goo.gl/BULFdp https://goo.gl/zjeVaV http://goo.gl/2HLCMZ
  90. 90. Hootsuite • Up to 3 accounts free • Schedule Posts • Autopost from RSS Feeds
  91. 91. ACTIVITY Create a sample week schedule for your library
  92. 92. Buffer
  93. 93. HelpfulTool: IFTTT • Create Recipes & Automate
  94. 94. Adding followers • Promote your social media everywhere • Invite Users • Add events – exclusive pictures • Tagging & Hashtags • Consider Contests &/or games • Good Content that people share What are your tips for adding followers?
  95. 95. What are your tips? Image Flickr
  96. 96. EVALUATION
  97. 97. Questions to ask yourself? • What are my objectives? • How will I measure success? • What is success?
  98. 98. Questions & Discussion
  99. 99. Contact Info: Diana Silveira Slideshare.net/dee987 Novare Library Services diana@novarelibrary.com

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