marketing & outreach

MARKETING & OUTREACH In a (Small) Digital World

KAREN LEMKE Pine River Library (Best Small Library 2014)

HOW SMALL? 2,500 residents 7,500 card holders

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

ACTIVITIES & PProductPostersPicturesPressPresentationsPloysPopularity

s

PRODUCT

PRODUCT

POSTERS

POSTERS

POSTERS

POSTERS3Csthe

PICTURES

PICTURES

PRESS

PRESS

PRESS

PLOYS -clever trick or plan that is used to get someone to do something

Merriam-Webster Dictionary

PRESENTATIONS

FB, EMAIL, AND DIRECT MAIL

PC SweeneyPolitical Strategist, EveryLibraryAdministrative Librarian, Sunnyvale

WHERE AM I GETTING THIS STUFF

WHY I ADVOCATE (ALMOST) ONLY USING FB AND EMAIL FOR YOUR DIGITAL CAMPAIGN

CHANGE THE WAY YOU THINK ABOUT AND EMAIL

DIFFERENCES BETWEEN FB AND EMAIL

EMAIL Give me a big enough email list and a platform to send them from and I can

move the world. - Archimedes

FIND A PLATFORM

DESIGN

WHAT MAKES A GOOD EMAIL

WELL CURATED LISTS

HOW OFTEN AND WHEN

INTEGRATE EMAIL AND FACEBOOK

FACEBOOK

YOU HAVE TO PAY FOR FB ADS (BOOSTED POSTS)

PAGE LIKES DON’T MATTER

NEVER PAY FOR PAGE LIKES

SUPPORT THE SAME MESSAGE IN BOTH PLATFORMS

WHAT CONTENT, WHERE TO GET IT, WHEN TO POST

DIRECT MAIL

NEW MOVERS CARDS

RESIDENTS WITHOUT CARDS

HOW DO YOU KNOW WHAT WORKS?

AB TESTING

A/B TESTING FOR EMAIL

A/B TESTING FOR FACEBOOK

A/B TESTING FOR DIRECT MAIL

TAKE AWAYS

QUESTIONS?

Truth TalkA Few Questions for

Our Panel

Best Practices?

What is your one “Go To” Marketing/Outreach idea?

Which stakeholders do you always make sure to

reach?

How to you deal with failure?

“Too Many Cooks?”

Worst Practices