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Ultimate Guide to Successful Digital Promotion

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As the virtual world continues to become the main communication ground with many of our users, it is key that we engage, information and interact with our users where they are - on their smartphones, tablets and PCs. In this interactive face-to-face workshop, attendees will develop know-how and strategies to create an effective online communication with users.
The session will include:
Effective Social Media Promotion
Creating Digital Ads
Email Marketing
Website tips and tricks to improve usage and user satisfaction
During this workshop, attendees will create an in-depth online marketing plan for their library or department encompassing multiple digital strategies blending content curation, original content, viral marketing and multiple communication points. Attendees are encouraged to bring a laptop to get the most of the session.

Diana Silveira is the President of Novare Library Services, a company that focuses on web, mobile and infrastructure services for libraries. Previous to starting Novare Library Services, she was the Virtual Reference Manager for Florida's Ask a Librarian Service and coordinator for Florida's Statewide Delivery System.

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Ultimate Guide to Successful Digital Promotion

  1. 1. Ultimate Guide to Successful Digital Promotion
  2. 2. SLIDESHARE.NET/DEE987
  3. 3. Agenda • Effective Social Media Promotion • Creating Digital Ads • Email Marketing • Website tips and tricks to improve usage and user satisfaction • Creating a Digital Marketing Plan
  4. 4. EFFECTIVE SOCIAL MEDIA
  5. 5. Why do people connect with libraries? Image Pixabay
  6. 6. QUESTIONS TO ASK YOURSELF? • What are my objectives on social media? • How will I measure success? • What is success?
  7. 7. SOCIAL MEDIA PLATFORMS & STRATEGIES • Facebook • Twitter • Instagram • Snapchat • LinkedIn • Google+ Icons from Iconfinder
  8. 8. WHO’S USING WHAT?
  9. 9. Chat: SmartInsights
  10. 10. Breakdown and Full Infographic @ Adweek
  11. 11. FACEBOOK
  12. 12. WHO? • General Audience • Cross Demographics • BUT…. Know your own via Insights Breakdown and Full Infographic @ Adweek
  13. 13. Top Tips 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
  14. 14. Add filters & write on photos
  15. 15. FACEBOOK ADS • Organic Reach on average 2.6% • Easily control budget • Tip: The narrower the audience, the more effective More: Hubspot
  16. 16. WHAT WORKS FOR YOU ON FACEBOOK? Image
  17. 17. TWITTER
  18. 18. Top Tips For Twitter • Follow Back • Link back to your website • @/# - use them • Consistency • Twitter is a conversation – reply timely • Find your voice: Give your brand personality • Live Tweet events
  19. 19. Do: Reply to comments, retweets & other social media contacts
  20. 20. Repeat Tweets
  21. 21. What are your twitter Tips? image
  22. 22. #GOODHASHTAGSMAKEADIFFERENCE
  23. 23. Image: FrontMan Marketing More tips SocialMedia Week
  24. 24. https://www.youtube.com/watch?v=57dzaMaouXA
  25. 25. INSTAGRAM
  26. 26. Infographics: Adweek; Pew Research Facts & Figures
  27. 27. Top Tips 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
  28. 28. So what filter? • Clarendon • #nofilter (especially for selfies) • Valencia for nature Source: http://tinyurl.com/jlqwlcz Image: http://tinyurl.com/zls2l5m
  29. 29. What are your Instagram Tips? Image
  30. 30. LINKEDIN Connect to: • Small Business Owners • Entrepreneurs • Job Seekers Infographic: SproutSocial
  31. 31. GOOGLE+ Posts integrate well with Google searches Infographic: SproutSocial
  32. 32. SNAPCHAT Reach Teens and Tweens Infographic: SproutSocial
  33. 33. TIPS Create “A Story” for followers Have Fun Create teasers of events/books
  34. 34. MANAGE MULTIPLE SOCIAL MEDIA • HOOTSUITE • BUFFER
  35. 35. Overall Tips • Consistent • Post Regularly • Be Available…Reply, Like • Take time & post good stuff Image Cristina012 Deviant Art More Tips -- PopSugar
  36. 36. CONTENT CURATION Image from Pixabay
  37. 37. Facebook Lib Promotion Content Curation Twitter Lib Promotion Retweets Content Curation Engagement How much?
  38. 38. 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 This is Colossal
  39. 39. Creating your Own Repository • Evernote • Pocket • Delicious
  40. 40. Verify before you share Snopes http://www.factcheck.org/
  41. 41. Do stay relevant to your audience
  42. 42. DO: have personality – you’re not a machine
  43. 43. MAKE A POST GO FURTHER
  44. 44. 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
  45. 45. Who can you cross promote with? • departments on college campuses • Chambers • Nonprofits • Other libraries • Anyone who follows you
  46. 46. Activity • How do we make this post more viral?
  47. 47. What Works? • Did you know? • Posts with visuals receive 94% more page visits and engagement than those without. • Keep images clean and emotionally relevant
  48. 48. Visual is Queen Facts @ Visual Marketing*: • Brain processes visual information 60,000x faster • Visual content makes up 93% of communication. • Generate up to 94% more views • 37% increase in engagement • 40% of users online will provide more favorable responses visual rather than text-based content. Source: HubSpot http://goo.gl/W4fbTw
  49. 49. Rule of thumb • Decide: Emotion and Goal • Create multiple (3-5) images • Walk away • Revisit and decide immediately https://goo.gl/osH4bW
  50. 50. CREATING DIGITAL ADS
  51. 51. CANVA https://www.canva.com/
  52. 52. CREATIVE MARKET
  53. 53. BEFUNKY
  54. 54. PLACEIT https://placeit.net/
  55. 55. TAGUL Pikachu
  56. 56. Infographics Infographic: http://www.easel.ly/viewEasel/342930 Create your own: • Easel.ly • https://infogr.am/ • Piktochart
  57. 57. Creating Video • Vine • Instagram • Lensoo Create • Snapchat
  58. 58. Contests and Calls for content Images: Bookface, #caughtreading #ireadeverywhere
  59. 59. FINDING IMAGES
  60. 60. YOUR OWN
  61. 61. PIXABAY https://pixabay.com/
  62. 62. MORE GREAT SITES • Cupcake • Death to Stock Photo • Unsplash • Stock Up • Creative Commons • Flickr Image: UnSplash EVEN MORE GREAT SITES
  63. 63. Historic Photos • Library of Congress • Local History Organizations • Florida Memory • HCPLC Burgert Brothers Image: Florida Memory
  64. 64. FREE PHOTO EDITING/ENHANCING • Google NikCollection* • Picmonkey • BeFunky • Pixlr *=Download
  65. 65. TIPS FOR DIGITAL ADS • Images should speak to your intended audience • Should convey meaning without words • Photos should pop • Should include people • Images should have a clear focus More Tips and more tips
  66. 66. CHOOSING COLORS Finding your palette: http://paletton.com/ Finding the color code: Browser Plugin: Color Picker
  67. 67. More In-depth Articles: Helpscout Thoughts to consider • Isolation Effect • Psychology of Color
  68. 68. FONTS Infographic Source: Creative Market
  69. 69. MOVING PAST ARIAL: FREE FONTS • DaFont • Font Squirrel • Font Spring • Google Fonts More
  70. 70. Rule of thumb • Decide: Emotion and Goal • Create multiple (3-5) images • Walk away • Revisit and decide immediately https://goo.gl/osH4bW
  71. 71. ACTIVITY: CREATING AN AD USING POWER POINT
  72. 72. EMAIL MARKETING
  73. 73. WHY EMAIL?
  74. 74. BENEFITS TO EMAIL MARKETING • Reach users on mobile • Easy way to reach users • Social Media can be hit and miss • Can be highly personalized to the user • Its inexpensive • Easy way to spread the word More at: http://goo.gl/8EaPw6
  75. 75. SERVICES • Mailchimp • Constant Contact • Mad Mimi • Campaigner • Vertical Response (Free up to 1000 contacts) Handy Chart Comparing Services: http://goo.gl/O4w28L
  76. 76. Mailchimp • Templates • Save and Reuse Campaigns • 2,000 subscribers for free • Reporting • Asynchronous Support • A/B Testing Great Article Comparing MailChimp & Constant Contact: http://goo.gl/p0AJJn
  77. 77. Tour MailChimp • Managing Subscribers • Groups • Creating a Campaign • Managing a Campaign • Integrations • Statistics
  78. 78. 1 2 3 4 5 6 Tip: Pictures make the email. Make the image count
  79. 79. Almost always needs edits
  80. 80. Connect your campaign to social Media
  81. 81. Happy?? • Save and come back later • Send a Test. Preview on: • Desktop • More than 1 browser • Different Email Services • Mobile • Tablet • Schedule for optimal time
  82. 82. HOW TO DEVELOP EMAIL MARKETING LISTS
  83. 83. COLLECTING EMAIL • New Users • Program Attendees • Sign Up Sheets • Website/Catalog • Signature Line of out-going emails • Include forward-to-a-friend links • Ask at the end of transactions (WOMM) More ideas: http://goo.gl/2VEqjk
  84. 84. Collecting via the Web • Use a Pop-Up/Form on your site: SumoMe, Bloom • Embed code-snippet from your email marketing software • Use “Call to Actions” in Social Media Add Mailchimp Code Snippets: http://goo.gl/YGrfqX Image: http://tinyurl.com/znyh565
  85. 85. TYPES OF EMAIL CAMPAIGNS
  86. 86. WELCOME EMAIL: FIRST IMPRESSIONS COUNT
  87. 87. NEWSLETTERS Tip! “Newsletters should be 90% educational, 10% promotional” - Source HubSpot
  88. 88. DEDICATED EMAILS
  89. 89. TRANSACTIONAL EMAILS More on types http://goo.gl/RAzdsF
  90. 90. Increase Circulation & Bring Back Users  After a year, you go to “inactive” status and begin getting emails saying the library misses you  Create welcome & feature emails Full Story: http://goo.gl/wJtcKZ
  91. 91. 90% EDUCATIONAL 10% PROMOTIONAL More @ http://goo.gl/HMKZfY
  92. 92. HAVE ONE PRIMARY CTA
  93. 93. HAVE A CONSISTENT LOOK & FEEL
  94. 94. Before you send… Ask SO WHAT? Why does this matter to your user? Why should it?
  95. 95. Proofread Proofread Proofread
  96. 96. BE USEFUL... IT IS WHAT WE DO
  97. 97. 3 KEYS TO A GREAT FIRST IMPRESSION: Subject Line Email Preview Call to Action
  98. 98. CREATING EFFECTIVE TEMPLATES
  99. 99. REMEMBER: VISUAL & VIDEO RULE THE DAY
  100. 100. THINK MOBILE BE CLEAR BE CONCISE • Visual • One Column • Use Preview Mode when developing
  101. 101. Personalize Emails • Add People’s First Name (using a merge field) • Use Groups • Create a personal tone/voice
  102. 102. VIDEO • 73% of consumers are more likely to make a purchase after viewing an online video • 96% of consumers find video useful when buying online. • By 2017, video will account for 69% of all consumer internet traffic • If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester's researchers. Sources: http://goo.gl/QJ4QFr http://goo.gl/qNb2kk
  103. 103. STATISTICS
  104. 104. What numbers to Follow? ITS EFFECTIVE • Open Rate (Ave. 30-35%) • Click Rate (Ave. 6-7%) • Subscribers • Forward Rate ITS NOT WORKING • Unsubscribes • Bounces (ave under 5%)
  105. 105. Advanced Statistics
  106. 106. AVOIDING THE SPAM FOLDER
  107. 107. Use real Contact Information
  108. 108. COMPLETE THE FOOTER FIELDS
  109. 109. AVOID TRIGGER WORDS Source: Hubspot
  110. 110. KEEP A HEALTHY LIST • pruned every 6 months, to remove the subscribers who aren't interacting with your content. • Include a “Update Your Profile” link in every email: Update Email Address/Interests Source/More: http://goo.gl/SWgfqa
  111. 111. WHAT TIPS/TRICKS WOULD YOU ADD?
  112. 112. WEBSITE TIPS & TRICKS
  113. 113. MOBILE USERS
  114. 114. MOBILE ACCESS • RESPONSIVE • ALL CONTENT FROM FULL SITE • OPTION FOR DESKTOP • CONCISE
  115. 115. USING GOOGLE ANALYTICS Article and Image: Vertical Response
  116. 116. TIPS & TRICKS • FRONT PAGE LINKS • CONTACT INFO • REVIEW SEARCH • UPDATE REGULARLY
  117. 117. UX IS A CONSTANT PROCESS • USABILITY TESTING • CARD SORTING • A/B TESTING
  118. 118. WHAT TIPS/TRICKS WOULD YOU ADD?
  119. 119. CREATING A PLAN
  120. 120. WHEN TO POST/EMAIL
  121. 121. TIMING EMAILS
  122. 122. When should you send email? • But also consider Wednesday & maybe Sunday • Skip Monday & maybe Friday TUESDAY & THURSDAY ARE THE MOST POPULAR
  123. 123. How many emails? Between 1@week and 1@month. The sweet spot? Sixteen to thirty email campaigns a month. Sources: http://goo.gl/OIiBZg http://goo.gl/VNWbZe
  124. 124. Timing: EMAILS • Most subscribers read your email the same day they receive it. • Most of them read it within the first 60 minutes, • After 24 hour, the percent is close to zero. • For events – send 2 – one 3-5 days out and a second the day http://goo.gl/iM4LVS http://goo.gl/PRxDEP
  125. 125. TIMING SOCIAL MEDIA
  126. 126. Infographic at QuickSprout Additional Info FastCompany
  127. 127. Infographic at QuickSprout Additional Info FastCompan
  128. 128. Infographic at QuickSprout Additional Info FastCompany
  129. 129. CREATING A PLAN
  130. 130. PLANNING THE MESSAGE
  131. 131. TIPS AND TRICKS • Plan Monthly/Post Regularly • Messages should vary and be individualized to the media • Overall message should have consistency • Have goals • Identify programs to feature
  132. 132. CREATING A TEAM
  133. 133. • There should be a team leader • There should be a shared password document • Facebook should have more than one administrator • SM needs to be integrated into work plans TIPS AND TRICKS
  134. 134. Schedule should include: • Promotional Posts • Curated Content • Pictures/Video • Who, When, and Where • Hashtags • Manage schedule in calendar or shared doc Templates and ideas: http://goo.gl/BULFdp https://goo.gl/zjeVaV http://goo.gl/2HLCMZ
  135. 135. RESOURCES TO HELP • IFTTT: Create Recipes to manage social media • MAILCHIMP • BUFFER • HOOTSUITE
  136. 136. WHAT TIPS/TRICKS WOULD YOU ADD?
  137. 137. QUESTIONS
  138. 138. WHAT IS YOUR BIG TAKE AWAY?
  139. 139. CONTACT INFORMATION Diana Silveira Novare Library Services diana@novarelibrary.com ∙ novarelibrary.com

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