Marketing & outreach
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Presentation by Karen Lemke and PC Sweeney on marketing and outreach with a focus on signage, direct mail, email, and Facebook. For speaking engagements please contact PC Sweeney at http://pcsweeney.com/speaking-at-your-event/
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Marketing & outreach
- 1. MARKETING & OUTREACH In a (Small) Digital World
- 2. KAREN LEMKE Pine River Library (Best Small Library 2014)
- 3. HOW SMALL? 2,500 residents 7,500 card holders
- 4. MARKETING: the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc. -Merriam-Webster Dictionary
- 6. PRODUCT
- 7. PRODUCT
- 8. POSTERS
- 9. POSTERS
- 10. POSTERS
- 11. POSTERS
- 12. PICTURES
- 13. PICTURES
- 14. PRESS
- 15. PRESS
- 16. PRESS
- 17. PLOYS-clever trick or plan that is used to get someone to do something Merriam-Webster Dictionary
- 18. PRESENTATIONS
- 19. FB, EMAIL, AND DIRECT MAIL PC Sweeney Political Strategist, EveryLibrary Administrative Librarian, Sunnyvale
- 20. WHERE AM I GETTING THIS STUFF
- 21. WHY I ADVOCATE (ALMOST) ONLY USING FB AND EMAIL FOR YOUR DIGITAL CAMPAIGN
- 22. CHANGE THE WAY YOU THINK ABOUT AND EMAIL
- 23. DIFFERENCES BETWEEN FB AND EMAIL
- 24. EMAIL Give me a big enough email list and a platform to send them from and I can move the world. - Archimedes
- 25. FIND A PLATFORM
- 26. DESIGN
- 27. WHAT MAKES A GOOD EMAIL
- 29. HOW OFTEN AND WHEN
- 30. INTEGRATE EMAIL AND FACEBOOK
- 31. FACEBOOK
- 32. YOU HAVE TO PAY FOR FB ADS (BOOSTED POSTS)
- 33. PAGE LIKES DON’T MATTER
- 34. NEVER PAY FOR PAGE LIKES
- 35. SUPPORT THE SAME MESSAGE IN BOTH PLATFORMS
- 36. WHAT CONTENT, WHERE TO GET IT, WHEN TO POST
- 37. DIRECT MAIL
- 38. NEW MOVERS CARDS
- 40. HOW DO YOU KNOW WHAT WORKS?
- 41. AB TESTING
- 42. A/B TESTING FOR EMAIL
- 44. A/B TESTING FOR DIRECT MAIL
- 45. TAKE AWAYS
- 46. QUESTIONS?
- 47. Truth Talk A Few Questions for Our Panel
- 48. Best Practices? What is your one “Go To” Marketing/Outreach idea? Which stakeholders do you always make sure to reach?
- 49. How to you deal with failure? “Too Many Cooks?” Worst Practices
Editor's Notes
- Political campaigns, super PACs, in practice in our library, candidate training Campaign Messaging Surfacing Why that fits with library – community organizing, you’re trying to get people to take action, rally around a your organization
- Saturation rates, different uses, different data collection,
- These are not separate activities – they rely on each other and reinforce each other’s message Look at these two things as part of a holistic approach to digital marketing Focus on targeting- We don’t talk enough about how important targeting is. Don’t tell people who like
- Cost – time vs money The way it’s shared and interacted with Reach Data in FB is built for you but you have to build data around email Better data (insights) for FB
- With a big enough email list and a platform to send them from you can change the world Always ask for emails at every contact point In the near future, with the most recent website platforms, your email list is going to be key to fully utilizing it.
- Until that switch to a new platform happens, find a platform Mailchimp or constant contact Do not send them from your email account
- These platforms for design for HTML emails and converts them to text for you
- Good writing is good writing Intriguing subject lines Writing for the web- bullets, pictures, fun, plenty of white space
- The better your email list is managed and separated by interest, age group, etc… If you want crossover, you can usually send to multiple lists by checking boxes
- Everyone on your lists should receive an email at least once a week, but preferably around 1-3 emails per week averaging 2 a week Why? You’re telling a story and bringing them along and keeping them engaged Never get into the habit of sending one newsletter per month. Best results around 3-7 days before an event
- You can import your email contacts into Facebook Encourage people to sign up for your email list via FB Use FB to build up your email list and email to build up your FB You want to be able to contact people as often as possible. It can take 10-12 contacts before someone takes action, having them captured on both will help increase number of contacts
- While email is the backbone of your digital strategy, FB serves another need. People use this completely differently Its more social More fun Information finds them, they don’t come to your page to find out what you posted recently- don’t expect them to. You have to get to them
- This is a good thing. It’s cheap – For communities under 10k people with FB accounts, spend about 10-15 dollars per week. For larger communities about $1 for every thousand to 1500 in your community. Ensures that mostly those in your community see your ads Ensures that the RIGHT people in your community see your ad
- NEVER pay for likes, always pay for content With boosted posts, likes won’t matter. You will put content in front of people in your community whether they like it or not If you are relying on likes only- They can come from a wide range geographically, FB only shows your posts to a very small percentage of those who like your page if your community is 50k or less and EVERYONE (which never happens) in your community likes your page, only about 4-500 will see your ads.
- Fun, funny, informative in a less formal style Use library drop box to find content Post in the morning – likes will keep it in the feed all day
- The data on the success rates of direct mail is pretty low unless the mailor is really good. but PACs and election campaigns LOVE direct mail and there’s no reason we shouldn’t get in to it. It is more expensive, and
- Using a to z database or reference USA you can find everyone who moved into your community and invite them to get a card and free gift
- Send postcards to identified households without library cards
- Save money and get a higher ROI with A/B testing by doing a couple of small spends before a big spend