Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Be Where Users Are: Online Marketing For Public Libraries


Published on

A presentation for the Central Texas Library System with a 20 point checklist for online marketing in public libraries.

Published in: Technology, Design

Be Where Users Are: Online Marketing For Public Libraries

  1. 1. Sarah Houghton-Jan, MA, MLIS Digital Futures Manager for the San Jose Public Library Author of This presentation will be available at Be Where Users Are: Online Marketing for Public Libraries
  2. 2. Everything in today’s presentation is free unless you see a ($)‏
  3. 3. Sarah's Twenty Steps to Magical Marketing on Teh Interwebs!
  4. 4. #1: Get Listed in General Directories <ul><li>Where do people look </li></ul><ul><li>for directory </li></ul><ul><li>information today? </li></ul><ul><li>Are you listed? </li></ul><ul><li>Are you listed correctly? </li></ul>
  5. 5. <ul><li>Make sure you’re listed at least in: </li></ul><ul><li>Yahoo! Local </li></ul><ul><li>Google Maps </li></ul><ul><li>AskCity </li></ul><ul><li>Microsoft Live Search Maps </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  6. 6. Not Just a Map...
  7. 7. #2: Get Listed in Library Directories <ul><li>Many users simply Google our libraries' names to find us. </li></ul><ul><li>Library Directory Info comes up near the top in Google searches for libraries. </li></ul><ul><li>Make sure you're listed, and listed correctly. </li></ul>
  8. 8. Popular Library Directories
  9. 9. #3: Search Engine Findability <ul><li>Everyone uses search engines to find things. </li></ul><ul><li>How does your library fare? </li></ul>
  10. 11. #4: Have A Good Web Address <ul><li> </li></ul><ul><li>vs. </li></ul><ul><li>http://www.TheTargetStore/index/cgi?bin_238003kdff304-ooxr/home.htm </li></ul>
  11. 12. Good URL practices <ul><li>URLs that are short, easy to say, easy to remember, & easy to put on a brochure or business card </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Main.cfm </li></ul></ul></ul><ul><ul><ul><li>SpringfieldPublicLibraryIllinois/cgi?_bin&%lkdf64ll9_e56+s31 </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  12. 13. <ul><li>Register multiple domain names ($)‏ </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>+ the (.com, .net, .info, etc.) counterparts‏ </li></ul>
  13. 14. #5: Use Events Calendars <ul><li>List library events and services in local community websites and calendars. </li></ul><ul><li>As much or as little as you want. </li></ul>
  14. 15. Popular Event Calendars <ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Eventful </li></ul></ul></ul><ul><ul><ul><li>Craigslist (maybe $)‏ </li></ul></ul></ul><ul><ul><ul><li>LibraryThing Local </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>BookSaleFindercom </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Zvents </li></ul></ul></ul>
  15. 16. #6: Link Love <ul><li>Ensure that your library has a presence on local websites. </li></ul>
  16. 17. Who are your partners? <ul><li>Are you linked to in the right places? </li></ul><ul><ul><li>schools </li></ul></ul><ul><ul><li>adult education centers </li></ul></ul><ul><ul><li>community groups </li></ul></ul><ul><ul><li>local book stores </li></ul></ul><ul><li>Find out! In Google & Yahoo! link: </li></ul>
  17. 18. #7: Wikipedia <ul><li>Wikipedia is not just for college students who want to flunk English 101. </li></ul>
  18. 19. How to List Yourself In Wikipedia <ul><li>List your library in Wikipedia on your town, county, and university entries. </li></ul><ul><ul><li>Add link to External Links </li></ul></ul><ul><ul><li>Add description to Main Text </li></ul></ul><ul><ul><li>Add your own entry </li></ul></ul><ul><ul><li>Talk yourself UP ! </li></ul></ul>
  19. 20. #8: Gadget & App Yourself <ul><li>Create a search gadget for your catalog that people can add to their iGoogle page, etc. </li></ul><ul><li>Create apps for mobile devices. </li></ul>
  20. 21. Gadgets & Apps
  21. 22. #9: Blog Search Engines <ul><li>Make sure library blogs </li></ul><ul><li>(and other feeds) </li></ul><ul><li>are listed in blog search engines. </li></ul>
  22. 24. #10: Blog Geo Search Engines People want to find others with common interests who live close by. List your library’s blogs on geographic blog search engines to reach out to those potential users.
  23. 25. Popular Blog GeoSearch Engines <ul><li>City-based Metroblogging Sites </li></ul><ul><li>Blogs by City </li></ul><ul><li>FeedMap </li></ul><ul><li>Blogdigger Local </li></ul>
  24. 26. #11: Social Review Websites <ul><li>People talk are talking online... </li></ul><ul><li>...about your Library. </li></ul><ul><li>Are you listening? </li></ul><ul><li>Are you responding and engaging? </li></ul>
  25. 27. Sites to Check and Monitor <ul><li>CitySearch </li></ul><ul><li>InsiderPages </li></ul><ul><li>JudysBook </li></ul><ul><li>Yelp </li></ul><ul><li>Local2Me </li></ul>
  26. 28. Image from: 7/#comment72157603674521448 LOVE, BABY, LOVE! 100!
  27. 29. #12: Social Networking Sites <ul><li>Reach out to users in their own space </li></ul><ul><li>Let them choose to come to you, to add you to this part of their lives </li></ul><ul><li>Ask your users what sites they use </li></ul>
  28. 30. Social Network Tips <ul><li>MySpace, Facebook, Flickr, Ning, and others </li></ul><ul><li>Profiles / Pages </li></ul><ul><li>Bulletins, flyers, groups, photos, notifications, wall alerts, fan-dom, etc. (some $)‏ </li></ul><ul><li>Facebook applications (search boxes, fun stuff)‏ </li></ul><ul><li>Check out the Library Success Wiki entry </li></ul><ul><li>on Social Networking Software </li></ul>
  29. 31. Facebook Flyer image by Steve Lawson: $10 = 5000 Facebook Flyers to targeted audiences Tutt Library
  30. 32. Social Network Tools <ul><li> : check many networks </li></ul><ul><li>Open ID & ClaimID : claim & log into multiple sites </li></ul><ul><li> or : simultaneous updates </li></ul><ul><li>AtomKeep : simultaneously updates </li></ul><ul><li>Twitter/Facebook : settings/apps to update both </li></ul><ul><li>Hootsuite : update, monitor, & get stats </li></ul><ul><li>Filtrbox : monitor social networks in real time </li></ul><ul><li>MyBUZZmonitor : hear what people say </li></ul>
  31. 33. #13: WiFi Directories <ul><li>Why do people want free WiFi? </li></ul><ul><li>-theirs is down </li></ul><ul><li>-yours is faster </li></ul><ul><li>-they're from out of town </li></ul><ul><li>-they can't afford it </li></ul><ul><li>List your library in free WiFi directories. </li></ul>
  32. 34. Popular WiFi Directories <ul><li>WiFiFreeSpot </li></ul><ul><li>WiFiHotSpotList </li></ul><ul><li>WiFi411 </li></ul><ul><li>WiFinder </li></ul><ul><li>JiWire </li></ul>
  33. 35. #14: Use Instant Messaging <ul><li>For more and more customers, </li></ul><ul><li>IM is a primary method of communication. </li></ul><ul><li>You're always right there with them </li></ul><ul><li>(if they add you as a contact). </li></ul>
  34. 36. Take Meebo a Step Further Screenshot courtesy of David Lee King, Topeka Shawnee County Public Library:
  35. 37. #15: Text Messaging (SMS)‏ <ul><li>Cell phones and texting are where it's at </li></ul><ul><li>Do via text what you'd do via phone </li></ul><ul><li>Services / Co-ops (My InfoQuest) ($)‏ </li></ul>
  36. 40. #16: Participate on Expert Sites List your staff as experts in various free expert-finding tools (maybe you’ll earn $!)‏ <ul><ul><li>Experts </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>JustAnswer </li></ul></ul><ul><ul><li>MosioQnA </li></ul></ul><ul><ul><li>NowNow </li></ul></ul><ul><ul><li>Uclue </li></ul></ul><ul><ul><li>Non-Experts </li></ul></ul><ul><ul><li>AnswerBag </li></ul></ul><ul><ul><li>WikiAnswers </li></ul></ul><ul><ul><li>Yedda </li></ul></ul><ul><ul><li>ChaCha </li></ul></ul><ul><ul><li>Amazon Askville </li></ul></ul><ul><ul><li>Yahoo Answers + a lot more </li></ul></ul>
  37. 41. #17: Email and RSS Subscriptions <ul><li>Push out as much information as possible via e-mail and RSS. </li></ul><ul><li>Push to them; </li></ul><ul><li>don't make them come to you. </li></ul>
  38. 42. #18: Virtual Reality Connections <ul><li>Consider being present in Second Life and other online games and environments. </li></ul><ul><li>Second Life Info Archipelago </li></ul><ul><li>World of Warcraft </li></ul>
  39. 43. #19: Tweeting <ul><li>What are you going to send? </li></ul><ul><li>How often are you going to send it? </li></ul><ul><li>Who's going to send messages? </li></ul><ul><li>What tools are you going to use? </li></ul>
  40. 45. #20: Make audio and video findable <ul><li>Upload or list video with: </li></ul><ul><li>YouTube </li></ul><ul><li>Google Video </li></ul><ul><li>BlipTV </li></ul><ul><li>Blinkx </li></ul><ul><li> </li></ul><ul><li>Podscope </li></ul><ul><li>Odeo </li></ul><ul><li>Upload or list audio with: </li></ul><ul><li>Podcast Alley </li></ul><ul><li>iTunes </li></ul><ul><li>Digital Podcast </li></ul><ul><li>Podscope </li></ul><ul><li>Odeo </li></ul>For more sites see:
  41. 46. Tips for Success <ul><li>Develop an online marketing plan with a budget and staff needs. </li></ul><ul><li>Start with the easy one-time things. </li></ul><ul><li>Move on to the harder stuff. </li></ul><ul><li>Register for everything with the same generic email address. </li></ul><ul><li>Duplicate content to save time. </li></ul><ul><li>Consolidate profiles with FriendFeed. </li></ul>
  42. 47. <ul><li>Keep your eyes open for new opportunities. </li></ul>
  43. 48. Questions? Sarah Houghton-Jan facebook, Skype, IM: LibrarianInBlack email: twitter: TheLiB web: