WENDY Research implies much about they way we must craft and target our messages. Transformations often conveyed by stories. Denning: “springboard stories”: short, hero, aha moment, urgency and action. Collect and tell them strategically. Infrastructure for our desired future: prosperity, quality of life, social cohesion. Necessity: group with the essentials. Future rather than nostalgia (though nostalgia has some appeal). Focus on the benefits in ROI terms. Rich body of evidence.
KEN BUDGET – GO THROUGH Cs
Cool Technologies and Your Library’s PR Plan The Rest of Us Leah Krevit Rice University Stephen Abram, MLS, Dysart & Jones OLA Super Conference Toronto Jan. 31, 2013
Change and ChallengesThese slides will also be available at Stephen’s Lighthouse blog
INFLUENCE: The Basics• Public Relations• Promotion• Marketing• Lobbying• Advocacy• Sales and Selling
Advertising Product Personal selling Promotion Price Marketing MixPublic Relations Distribution Publicity Promotional Mix
ASK YOURSELF• What is more important for value-based funding?• What tugs at the heartstrings?• 6% annual increases in circulation?• 100% increases in ILL?• 500% increases in website hits?• 1000% increases in database results?• 50% increases in customer satisfaction?
7 Tricks You Can Do Right Away• Number One:• What are your top reference questions?
7 Tricks You Can Do Right Away• Number Two:• Promote your staff – FB, Tweets, web pages, photos
7 Tricks You Can Do Right Away• Number Three:• Do a Signage Audit and a walkthrough• (physical and virtual with a newbie)
7 Tricks You Can Do Right Away• Number Four:• Get Some Widgets (Hint: API)
7 Tricks You Can Do Right Away• Number Five:• Get Jiggy with GIS.
7 Tricks You Can Do Right Away• Number Six:• Go Beyond Statistics• Google Analytics• Foresee
What We Never Knew Before 27% of our users are under 18. 59% are female. 29% are college students. 5% are professors and 6% are teachers. On any given day, 35% of our users are there for the first time. 29% found our products via the library website. 59% found what they were looking for on their first search. 72% trusted the content more than what they found on Google. But, 81% still use Google.
Driving User to the Library• Website• Partners• WorldCat• iPhone App• Geo-IP measures• Etc.• Watch for more . . .?
7 Tricks You Can Do Right Away• Number Seven:• Develop a STORY collection strategy
The thing aboutsuccess, is that it’s not about things. Or 2.0 Technology
Are we going to a totally build it yourself world? Imagine IKEA merging with GM...
Yes, this is ancient wisdom: clients arent buying your hammer, they are buying the deck of their dreams. Help them build it.
OK – What ishappening that will change everything?
“The Internet has nowprogressed to its infancy”
Top 10 Ways to Drive People tothe Library Using Social Media1. Find the Influencers 6. Video Camera Crazy2. Connect with the 7. Tweet and be Influencers Tweeted3. Motivate the 8. E-mails – yep – they Influencers still work4. Build Buzz and 9. Survey Interest 10.Measure and refine5. Kodak Moments (rinse and repeat) Bonus: Testimonials!