Moving the Needle on Engagement: How to Transition from a Promotion Strategy to an Engagement Strategy
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Presented as part of the online course, "Successful Library Marketing: A Masterful Approach to Strategies, Best Practices, and Tools To Turn Your Library Into a Powerhouse," in Nov 2016.
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Moving the Needle on Engagement: How to Transition from a Promotion Strategy to an Engagement Strategy
- 1. cmlibrary.org | @cmlibrary #marketyourlibrary cmlibrary.org | @cmlibrary #marketyourlibrary Moving the Needle on Engagement Moving from a Promotion Strategy to an Engagement Strategy
- 2. cmlibrary.org | @cmlibrary #marketyourlibrary Poll #1 Describe your current Library environment: • Public • Academic • Private • Other
- 3. cmlibrary.org | @cmlibrary #marketyourlibrary Background • Cordelia Anderson • 15 years in public libraries; plus tourism, education, consulting • MA in English • Accredited in Public Relations • Team: 3 full-time M&C staff, 1 librarian on assignment • 2016: ALA John Cotton Dana Award, LJ Marketers of the Year
- 4. cmlibrary.org | @cmlibrary #marketyourlibrary From Promotion to Engagement
- 5. cmlibrary.org | @cmlibrary #marketyourlibrary Promotion vs. Engagement RELATIONSHIP
- 6. cmlibrary.org | @cmlibrary #marketyourlibrary Whose story are we telling? cmlibrary.org/librarystory
- 7. cmlibrary.org | @cmlibrary #marketyourlibrary Engagement Strategies in Action
- 8. cmlibrary.org | @cmlibrary #marketyourlibrary Branding • Previous speaker: Brand as story • Brand “triangle” • Brand promise • (Nowhere does it say “logo”) Story Beliefs Brand Promise
- 9. cmlibrary.org | @cmlibrary #marketyourlibrary Poll #2 How would you best describe your brand? • We have a fully fleshed out brand • We have some but not all components • We have a logo • We have no brand • Other
- 10. cmlibrary.org | @cmlibrary #marketyourlibrary Brand promise • A strong brand promise is one that connects your purpose, your positioning, your strategy, your people and your customer experience • It enables you to deliver your brand in a way that connects emotionally with your customers and differentiates your brand
- 11. cmlibrary.org | @cmlibrary #marketyourlibrary Takeaways • Ask yourself: How is your brand delivering on its promise? • Is it about your library or the people you serve? • How can your brand encourage connections between your library and its customers?
- 12. cmlibrary.org | @cmlibrary #marketyourlibrary More Engagement Social Media More Channels
- 13. cmlibrary.org | @cmlibrary #marketyourlibrary Takeaways • Ask yourself: Are you striking a good balance between quality and quantity? • How do you measure engagement? Example: Sprout Social Engagement Metric Includes Facebook, Twitter, Instagram and LinkedIn
- 14. cmlibrary.org | @cmlibrary #marketyourlibrary Media Relations • New media landscape • More about relationships than ever before • Reporters at traditional outlets are stretched thin • Proactively reach out
- 15. cmlibrary.org | @cmlibrary #marketyourlibrary Media Relations Case Study 1 Discovery • Who is Charlotte Agenda? • New Media • Targeting Millennials • Website, E- Newsletter, Instagram Contact • Founder: Ted Williams • Editor: Andrew Dunn • Contacted, met for coffee • Shared our mutual goals, strategies Engagement&Amplification • Personalized pitches • Social media shout-outs • Posted stories to Library social media channels, tagging Charlotte Agenda Results • They mentioned Library 55 times in a 7- month time span • Raised our profile with a younger audience Relationship • Regular check-ins • They know they can come to us • May do paid advertising in future
- 16. cmlibrary.org | @cmlibrary #marketyourlibrary Media Relations Case Study 2 Discovery •New Daytime TV Show: Charlotte Today •Local NBC affiliate •Had been running book segment with local book store Contact •Producer: Natalie Ridley •Needed to quickly fill segment •Could we help? Engagement&Amplification •Filled immediate need •Pitched monthly segment •Focus on collections, seasonal topics •Post stories to Library channels, tagging Charlotte Today Results •Just celebrated 1 year, 12 segments •Books promoted see increased circulation •New audiences engaged •New traffic to blog (next slide) Relationship •Spokesperson has rapport with hosts •Producer knows she can rely on us •Entering second year
- 17. cmlibrary.org | @cmlibrary #marketyourlibrary Traffic to blog from CT viewers
- 18. cmlibrary.org | @cmlibrary #marketyourlibrary Takeaways • Ask yourself: Are there media outlets that are more popular with the audience I want to reach? • What content do I have that would be of value to that outlet? • Who is a key influencer (producer, editor, reporter) I could build a relationship with? • Am I building trust with my media contact?
- 19. cmlibrary.org | @cmlibrary #marketyourlibrary Advertising • Funds are always limited • Tendency to focus on cardholder acquisition or general awareness • Measuring impact can be hard
- 20. cmlibrary.org | @cmlibrary #marketyourlibrary Advertising Case Study • Surprise - $184K in one-time funds for advertising • Tied to digital strategy • Had to spend in one fiscal year • Had a file of “opportunities” we never thought we’d be able to afford
- 21. cmlibrary.org | @cmlibrary #marketyourlibrary Advertising Case Study Target Cluster My School Rocks Charlotte Parent Pandora Yelp Charlotte Observer Today’s Charlotte Woman WTVI Facebook Billboards Movie Theaters Clusterswe’re workingtogrow New Cardholders Bedtime Stories Rising Stars Transitionals Digitarians Clusterswe’re workingto maintain Page Turners Double Features Dependables Staying Connected Audiophiles
- 22. cmlibrary.org | @cmlibrary #marketyourlibrary Takeaways • Regardless of your budget, ask yourself: Where will I get the most out of my investment? – Am I trying to grow my customer base? (i.e. “sign up for a library card”) – Am I trying to increase overall usage among existing customers? (i.e. “use more services more often”) – Am I trying to influence my community? (i.e. “the Library is important”)
- 23. cmlibrary.org | @cmlibrary #marketyourlibrary Marketing Marketing: • The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider. Marketing Communications: • A combination of activities designed to sell a product, service or idea, including advertising, collateral materials, interactive communications, publicity, promotion, direct mail, trade shows and special events.
- 24. cmlibrary.org | @cmlibrary #marketyourlibrary Poll #3 Which definition more accurately describes your organization’s day-to-day marketing activities? • Marketing (management function) • Marketing Communications (combination of activities) • Neither
- 25. cmlibrary.org | @cmlibrary #marketyourlibrary Targeted Marketing • The more targeted, the better your results • Why? Because the recipient feels like you know something about them RELATIONSHIP
- 26. cmlibrary.org | @cmlibrary #marketyourlibrary Examples • Email people who live near or use a branch about programs and services just happening at that branch • Boost a Facebook post about a teen program to an audience between ages 12-18 in your zip code • Contribute content about children’s programs and services to “mommy blogs”
- 27. cmlibrary.org | @cmlibrary #marketyourlibrary Takeaways • Ask yourself: Do I have opportunities to gather input from my customers? – Demographic data – Surveys – Focus groups – Anecdotal feedback, “across the desk” • How could I use that information to get more out of my marketing efforts?