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HOW TO
SHOUTSO YOUR USERS WILL
LISTEN
And LISTEN so your
users will SHOUT( )
Neil Gaiman is great. This quote is great.
But here are the top 10 Google Searches in NZ in 2014. Not
many have a ‘right answer’ for us to find.
When it comes down to it, we’re not truly in competition
with Google, and we don’t need to make the comparison.
A LIBRARY
MARKETING
MANIFESTO
WE WILL BE
ORIENTATED
COMMUNITY
You hear this a lot. It’s important to realise
this isn’t the economic definition of
market orientated. We aren’t talking
...
MARKET ORIENTATED: THE MARKETING DEFINITION
MARKET ORIENTATED: THE MARKETING DEFINITION
MARKET ORIENTATED: THE MARKETING DEFINITION
TERMINOLOGY MATTERS
TERMINOLOGY MATTERS
When we talk about
being the heart of the
community, we don’t
mean the heart as in
the centre. We mean
the heart as in the...
EMILY CLASPER
EMILY CLASPER
THE HEART IS NOT
PASSIVE…
THE HEART IS USEFUL.
Help get your community
where they already want
to go.
Does the way you’re useful have to be
traditional library activity?
Does the way you’re useful take
priority over our ethi...
Does the way you’re useful have to be
traditional library activity?
Does the way you’re useful take
priority over our ethi...
We can do whatever our community needs us to
do…
…UNLESS it conflicts with our values and ethics, in
which case, no way.
F...
CHRIS WILD
(THE RETRONAUT)
WE WILL DO
WHAT PEOPLE NEED
BUT MARKET
WANT
what they
The three
services your
library offers
which you
think are most
important
The three
services your
library offers
which you
think are most
important
The three
services your
library offers
which you...
The three
services your
library offers
which you
think are most
important
The three
services your
library offers
which you...
So where do
you go from HERE?
So where do
you go from HERE?
Try and win
them round
to your way
of thinking?
So where do
you go from HERE?
Continue to
do what they
need, but
market what
they WANT?
Try and win
them round
to your way...
So where do
you go from HERE?
Continue to
do what they
need, but
market what
they WANT?
Try and win
them round
to your way...
So where do
you go from HERE?
Continue to
do what they
need, but
market what
they WANT?
Try and win
them round
to your way...
OR IS THERE A
THIRD
WAY?
WE WILL CATER
FOR LIBRARY NOVICES
AND
FOR
LIBRARY EXPERTS
Digital Natives are:
Digital Natives are:
1) BORN AFTER 1980
2) INNATELY GOOD WITH
TECHNOLOGY
Digital Natives are:
1) BORN AFTER 1980
2) INNATELY GOOD WITH
TECHNOLOGY
3) NOT ACTUALLY A REAL
THING
The digital native is a
MYTHOLOGICAL BEAST
(So too is the
digital immigrant.)
“There is no evidence that there is a single new
generation of young students entering Higher
Education and the terms Net ...
SO IF THE DIGITAL NATIVES IDEA DOESN’T HELP US
UNDERSTAND PEOPLE’S USE OF THE NET, WHAT DOES?
DAVID WHITE
DAVID WHITE
VISITORS
RESIDENTS
Use the internet like a tool to help them achieve a
particular task. They complete the task...
DAVID WHITE
VISITORS
RESIDENTS
(Perhaps the Library website or YouTube channel)
(Perhaps the Library Twitter or Instagram ...
DAVID WHITE
LIBRARY NOVICES AND EXPERTS: a way of
understanding our users based on how they
interact (or not) with the services we off...
LIBRARY NOVICES AND EXPERTS
NOVICES
Are new to the library’s services, or perhaps even
completely unaware the library is r...
LIBRARY NOVICES AND EXPERTS
NOVICES
EXPERTS
Are new to the library’s services, or perhaps even
completely unaware the libr...
LIBRARY NOVICES AND EXPERTS: A CONTINUUM
NOVICE EXPERT
LIBRARY NOVICES AND EXPERTS: A CONTINUUM
NOVICE EXPERT
Simple message Entry level More detailed Complex / niche
FREE
WIFI!
LIBRARY NOVICES AND EXPERTS: A CONTINUUM
NOVICE EXPERT
Simple message Entry level More detailed Complex / niche
FREE
WIFI!...
NOVICE EXPERT
AIM TO TURN YOUR NOVICES INTO EXPERTS…
BUT CELEBRATE BOTH!
WE WILL
SIMPLE
KEEP THINGS
AMBIGUITY IS THE
ENEMYof good communication!
We all know that
JARGONis bad – that unexplained
ACRONYMS
are bad, and we know that overtly
COMPLICATEDlanguage is to be a...
But so is
OVER-
SHARING!
This feels like it should be good marketing. The
Library does so much good stuff!
This feels like it should be good marketing. The
Library does so much good stuff!
But actually there’s too much informatio...
ANDY PRIESTNER
Market one thing at a time.
WE WILL
CAMPAIGNS
COORDINATE
OUR MARKETING INTO
PROMOTION ON ITS OWN
ISN’T MARKETING
THE PROCESS STARTS
WITH LISTENING
JUSTIN HOENKE
THEN GROUPING YOUR AUDIENCE INTO SMALLER SEGMENTS
IT ENDS WITH
MEASUREMENT
AND EVALUATION
AND IN THE
MIDDLE THERE’S
THE CAMPAIGN
What is a
campaign?
The same
message,
tailored across
different
platforms, for
a concerted
period of time.
Campaigns
aim high.
You should
aim to
CHANGE
BEHAVIOUR -
and be able to
measure that
change!
CAMPAIGNS
PROVIDE THE
HOOK
ALISON CIRCLE
If your campaign is about library
spaces, measure the difference
in the use of the space.
If your campaign is around an
el...
It’s not about how many followers
you have on social media, it’s
about the ACTIONS they take.
It’s not about how many followers
you have on social media, it’s
about the ACTIONS they take.
WHAT DO YOUR USERS DO THAT
T...
So you have to aim high. Reach for the stars!
REMEMBER, YOUR MARKETING NEEDS TO GET
A GROUP OF PEOPLE TO DO SOMETHING
THEY WEREN’T PREVIOUSLY GOING TO DO…
CALLS TO ACTION
So how do you SHOUT so
your audience will listen?
CALLS TO ACTION
WE WILL BE COMMUNITY ORIENTATED
CALLS TO ACTION
WE WILL BE COMMUNITY ORIENTATED
We’ll go where the people are
We will converse rather
than broadcast
We’ll...
CALLS TO ACTION
WE WILL DO WHAT PEOPLE NEED
BUT MARKET WHAT THEY WANT
CALLS TO ACTION
WE WILL DO WHAT PEOPLE NEED
BUT MARKET WHAT THEY WANT
We will not dumb down, or try
to ape the practices o...
CALLS TO ACTION
WE WILL CATER FOR LIBRARY NOVICES
AND LIBRARY EXPERTS
CALLS TO ACTION
WE WILL CATER FOR LIBRARY NOVICES
AND LIBRARY EXPERTS
We’ll focus on the
introductory messages to get
peop...
CALLS TO ACTION
WE WILL KEEP THINGS SIMPLE
CALLS TO ACTION
WE WILL KEEP THINGS SIMPLE
We’ll market one thing at a
time, using the most relatable
and clear language a...
CALLS TO ACTION
WE WILL COORDINATE OUR MARKETING
INTO CAMPAIGNS
We’ll give people a number of
hooks, and spread the same
m...
Thanks for listening to me
SHOUT!
Find me online at
Talk to me!
WATCH
If you’d like to watch this talk as it
actually happened in the room, you can
do so by clicking anywhere in this box.
#SHOUT15
IMAGES
Gaiman quote via Flickr Creative
Commons, by Musgo Dumio_Momio
https://www.flickr.com/photos/30976576@N07/640
81047...
How to shout so your users will listen
How to shout so your users will listen
How to shout so your users will listen
How to shout so your users will listen
How to shout so your users will listen
How to shout so your users will listen
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How to shout so your users will listen

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My keynote from the LIANZA conference in New Zealand, #SHOUT15.

This is a library marketing manifesto, focusing on how to be heard above the clamour of everyday life. How can libraries get engagement?

1. We will be community orientated
2. We will do what people need, but market what they want
3. We will cater for library novices and library experts
4. We will keep things simple
5. We will coordinate our marketing into campaigns

Published in: Education, Marketing
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How to shout so your users will listen

  1. HOW TO SHOUTSO YOUR USERS WILL LISTEN And LISTEN so your users will SHOUT( )
  2. Neil Gaiman is great. This quote is great.
  3. But here are the top 10 Google Searches in NZ in 2014. Not many have a ‘right answer’ for us to find.
  4. When it comes down to it, we’re not truly in competition with Google, and we don’t need to make the comparison.
  5. A LIBRARY MARKETING MANIFESTO
  6. WE WILL BE ORIENTATED COMMUNITY
  7. You hear this a lot. It’s important to realise this isn’t the economic definition of market orientated. We aren’t talking about the free market economy.
  8. MARKET ORIENTATED: THE MARKETING DEFINITION
  9. MARKET ORIENTATED: THE MARKETING DEFINITION
  10. MARKET ORIENTATED: THE MARKETING DEFINITION
  11. TERMINOLOGY MATTERS
  12. TERMINOLOGY MATTERS
  13. When we talk about being the heart of the community, we don’t mean the heart as in the centre. We mean the heart as in the vital organ which allows the other organs to function.
  14. EMILY CLASPER
  15. EMILY CLASPER
  16. THE HEART IS NOT PASSIVE…
  17. THE HEART IS USEFUL. Help get your community where they already want to go.
  18. Does the way you’re useful have to be traditional library activity? Does the way you’re useful take priority over our ethics and values? Should we try and please everyone?
  19. Does the way you’re useful have to be traditional library activity? Does the way you’re useful take priority over our ethics and values? Should we try and please everyone? NO NO NO
  20. We can do whatever our community needs us to do… …UNLESS it conflicts with our values and ethics, in which case, no way. Fear-based librarianship never got us anywhere. We shouldn’t be trying to placate everyone. We should be trying to inspire passion.
  21. CHRIS WILD (THE RETRONAUT)
  22. WE WILL DO WHAT PEOPLE NEED BUT MARKET WANT what they
  23. The three services your library offers which you think are most important
  24. The three services your library offers which you think are most important The three services your library offers which your users value most
  25. The three services your library offers which you think are most important The three services your library offers which your users value most
  26. So where do you go from HERE?
  27. So where do you go from HERE? Try and win them round to your way of thinking?
  28. So where do you go from HERE? Continue to do what they need, but market what they WANT? Try and win them round to your way of thinking?
  29. So where do you go from HERE? Continue to do what they need, but market what they WANT? Try and win them round to your way of thinking? Ask yourself: can they get what they want anywhere else?
  30. So where do you go from HERE? Continue to do what they need, but market what they WANT? Try and win them round to your way of thinking? If you’re the only source of what they need, market the heck out of it!
  31. OR IS THERE A THIRD WAY?
  32. WE WILL CATER FOR LIBRARY NOVICES AND FOR LIBRARY EXPERTS
  33. Digital Natives are:
  34. Digital Natives are: 1) BORN AFTER 1980 2) INNATELY GOOD WITH TECHNOLOGY
  35. Digital Natives are: 1) BORN AFTER 1980 2) INNATELY GOOD WITH TECHNOLOGY 3) NOT ACTUALLY A REAL THING
  36. The digital native is a MYTHOLOGICAL BEAST (So too is the digital immigrant.)
  37. “There is no evidence that there is a single new generation of young students entering Higher Education and the terms Net Generation and Digital Native do not capture the processes of change that are taking place.” Jones, Chris and Shao, Binhui (2011). The net generation and digital natives: implications for higher education. Higher Education Academy, York.
  38. SO IF THE DIGITAL NATIVES IDEA DOESN’T HELP US UNDERSTAND PEOPLE’S USE OF THE NET, WHAT DOES?
  39. DAVID WHITE
  40. DAVID WHITE VISITORS RESIDENTS Use the internet like a tool to help them achieve a particular task. They complete the task and move on, usually leaving very little trace of themselves. Use the internet more socially, to connect with people, and share / obtain information about life and work. There is an identifiable legacy to their online activity.
  41. DAVID WHITE VISITORS RESIDENTS (Perhaps the Library website or YouTube channel) (Perhaps the Library Twitter or Instagram account)
  42. DAVID WHITE
  43. LIBRARY NOVICES AND EXPERTS: a way of understanding our users based on how they interact (or not) with the services we offer.
  44. LIBRARY NOVICES AND EXPERTS NOVICES Are new to the library’s services, or perhaps even completely unaware the library is relevant to their interests. They need simple messages to hook them in.
  45. LIBRARY NOVICES AND EXPERTS NOVICES EXPERTS Are new to the library’s services, or perhaps even completely unaware the library is relevant to their interests. They need simple messages to hook them in. They already use the library’s services regularly and are familiar with most of what we have to offer. They can handle more complex ‘next-level’ information about what we do.
  46. LIBRARY NOVICES AND EXPERTS: A CONTINUUM NOVICE EXPERT
  47. LIBRARY NOVICES AND EXPERTS: A CONTINUUM NOVICE EXPERT Simple message Entry level More detailed Complex / niche FREE WIFI!
  48. LIBRARY NOVICES AND EXPERTS: A CONTINUUM NOVICE EXPERT Simple message Entry level More detailed Complex / niche FREE WIFI! The 14 different ebook Licence types! Everyone can identify with free wifi, so that’s a useful thing to market to the library novices. But telling people right away about the many different ebook types will create ambiguity and get in the way of the message. First hook them in, THEN once they’re more informed you can move onto the next level of marketing.
  49. NOVICE EXPERT AIM TO TURN YOUR NOVICES INTO EXPERTS… BUT CELEBRATE BOTH!
  50. WE WILL SIMPLE KEEP THINGS
  51. AMBIGUITY IS THE ENEMYof good communication!
  52. We all know that JARGONis bad – that unexplained ACRONYMS are bad, and we know that overtly COMPLICATEDlanguage is to be avoided.
  53. But so is OVER- SHARING!
  54. This feels like it should be good marketing. The Library does so much good stuff!
  55. This feels like it should be good marketing. The Library does so much good stuff! But actually there’s too much information – people can’t grasp on to what is most relevant to them. It’s trying to shout to everyone, but not actually being heard by anyone.
  56. ANDY PRIESTNER
  57. Market one thing at a time.
  58. WE WILL CAMPAIGNS COORDINATE OUR MARKETING INTO
  59. PROMOTION ON ITS OWN ISN’T MARKETING
  60. THE PROCESS STARTS WITH LISTENING
  61. JUSTIN HOENKE
  62. THEN GROUPING YOUR AUDIENCE INTO SMALLER SEGMENTS
  63. IT ENDS WITH MEASUREMENT AND EVALUATION
  64. AND IN THE MIDDLE THERE’S THE CAMPAIGN
  65. What is a campaign? The same message, tailored across different platforms, for a concerted period of time.
  66. Campaigns aim high. You should aim to CHANGE BEHAVIOUR - and be able to measure that change!
  67. CAMPAIGNS PROVIDE THE HOOK
  68. ALISON CIRCLE
  69. If your campaign is about library spaces, measure the difference in the use of the space. If your campaign is around an electronic resource, measure the difference in the use of the resource.
  70. It’s not about how many followers you have on social media, it’s about the ACTIONS they take.
  71. It’s not about how many followers you have on social media, it’s about the ACTIONS they take. WHAT DO YOUR USERS DO THAT THEY WOULDN’T DO IF THEY DIDN’T FOLLOW YOU?
  72. So you have to aim high. Reach for the stars!
  73. REMEMBER, YOUR MARKETING NEEDS TO GET A GROUP OF PEOPLE TO DO SOMETHING THEY WEREN’T PREVIOUSLY GOING TO DO…
  74. CALLS TO ACTION So how do you SHOUT so your audience will listen?
  75. CALLS TO ACTION WE WILL BE COMMUNITY ORIENTATED
  76. CALLS TO ACTION WE WILL BE COMMUNITY ORIENTATED We’ll go where the people are We will converse rather than broadcast We’ll be the vital organ that empowers our community We will listen, and we will act swiftly on what we hear
  77. CALLS TO ACTION WE WILL DO WHAT PEOPLE NEED BUT MARKET WHAT THEY WANT
  78. CALLS TO ACTION WE WILL DO WHAT PEOPLE NEED BUT MARKET WHAT THEY WANT We will not dumb down, or try to ape the practices of corporate business. We’ll continue to provide what people need. But we’ll focus on the comms on what they’re most passionate about
  79. CALLS TO ACTION WE WILL CATER FOR LIBRARY NOVICES AND LIBRARY EXPERTS
  80. CALLS TO ACTION WE WILL CATER FOR LIBRARY NOVICES AND LIBRARY EXPERTS We’ll focus on the introductory messages to get people through the door (physical or virtual) THEN give them the wider array of our services once they’re here
  81. CALLS TO ACTION WE WILL KEEP THINGS SIMPLE
  82. CALLS TO ACTION WE WILL KEEP THINGS SIMPLE We’ll market one thing at a time, using the most relatable and clear language and imagery possible. We’ll get rid of anything that isn’t vital to telling our story.
  83. CALLS TO ACTION WE WILL COORDINATE OUR MARKETING INTO CAMPAIGNS We’ll give people a number of hooks, and spread the same message across multiple platforms, subtly tailored for each audience. We’ll measure what we do, and tweak it for next time.
  84. Thanks for listening to me SHOUT! Find me online at Talk to me!
  85. WATCH If you’d like to watch this talk as it actually happened in the room, you can do so by clicking anywhere in this box.
  86. #SHOUT15
  87. IMAGES Gaiman quote via Flickr Creative Commons, by Musgo Dumio_Momio https://www.flickr.com/photos/30976576@N07/640 8104781/in/photolist-aLgdic-gBXhv Icons via IconFinder: https://www.iconfinder.com/morningtrain https://www.iconfinder.com/iconsets/shift- logotypes https://www.iconfinder.com/iconsets/whsr-january- flaticon-set All other images are free of copyright restrictions. Sourced via Unsplash, Pixabay and Gratisography. Fonts via fontsquirrel.

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