overhaul your online presence - 2016 ilf district 3

Overhaul Your Online

PresenceDevon HendersonMarketing & Web Services

Improve the library’s online

relationship with patrons.

THE END GOAL

Presentation Outline

➢ The current issue(s)

➢ How people use the internet & social media

➢ What it all means

➢ What we can do

Our Current Issues

Library stereotype - stuffy, quiet, books only

Library as an “institution” - cold, impersonal, professional (which, in this case, is a bad thing!)

Training - always new things, constantly changing & shifting

What can we possibly do to overcome this??

Data

Internet UseGeneral Internet Use

Top 3: Search, Email, Social Media

Google, Yahoo, Bing

Blogs - WordPress, Blogspot

News - Buzzfeed, Quartz

Shopping

Smartphone catching up to computer

Social Media

Facebook

➢ 75% of avg. community➢ #3 most used in 2015

Women & men use equally

90% 18-29 yrs, 35% seniors

YouTube (#2), Twitter, LinkedIn, Instagram, Pinterest, Reddit, Tumblr

Content TrendsInformation/Learning

How-To Articles: Million-$$$ industries

➢ Pinterest, Buzzfeed, Brit.Co➢ “Lifehack” entire industry

Lists (who doesn’t love lists?)

Learn from peers - YouTube, Skillshare, Question + Answer sites (Quora, Stack Overflow, etc.)

Recreational

How-To Articles, Lists

Social Media (Facebook is king)

Media (YouTube, Imgur, etc.)

Quizzes

Blogs

WOOP DE DOO BASIL ,BUT WHAT DOES IT ALL MEAN??

Takeaways —Your Website

Be Google-FriendlyGoogle - internet entry for many

All search engines follow same practices

Mobile-friendly required

➢ SEO your site

➢ Fill out Google Business info

➢ Get site responsive or mobile-friendly

Be a librarian, not a libraryBuzzfeed, Pinterest, blogs, et al. popular due to personal touch

More approachable

Relationship > membership

➢ Write how you talk

➢ Embrace trends, memes, etc. within reason

➢ Encourage engagement

➢ Be human

Blog!Personal

Local, original content - pride

Write content like Buzzfeed, et al.

➢ Short, easy-to-read articles

➢ Fun/useful lists

➢ Simplifying complex services - databases, inter-library loan, etc.

K.I.S.S. (Keep It Simple, Silly!)

9th grade reading level

➢ Flesch-Kincaid Readability➢ Hemingway text editor➢ XKCD Simple Writer text

editor

Front-load important info

Keep pages clean, easy to navigate

UI Test if needed

Takeaways —Social Media

Be on FacebookPost like your Page is your Profile

Native video/photos

Post daily

Post funny/silly things

Post behind-the-scenes, staff pictures & info

Use known emotions

A little $$$ goes a long way

Share oftenShare posts more than once

Schedule in advance

➢ Facebook➢ Buffer App➢ HootSuite

Share uniquely to each site

➢ Image size➢ Post length➢ Share schedule

Send emailsCreate an email list

1-3 emails/wk

Personal is key — nothing canned

Share on social media

Update patrons on library, news

Feel like communicating to family

Unaware → Observer → Supporter → Advocate

PROGRESSION OF PATRON INVESTMENT

-PC Sweeney, EveryLibrary

ResourcesBuffer App Social Media bloghttps://blog.bufferapp.com/

Pew Research: Internet & Techhttp://www.pewinternet.org/

Pew Research: Librarieshttp://www.pewinternet.org/topics/libraries/

Flesch-Kincaid Readability Testshttps://en.wikipedia.org/wiki/Flesch%E2%80%93Kincaid_readability_tests

Yoast SEO - WordPress pluginhttps://yoast.com/wordpress/plugins/seo/

Hemingway Text Editorhttp://www.hemingwayapp.com/

XKCD Simple Writer Text Editorhttp://xkcd.com/simplewriter/

MailChimp email platformhttp://mailchimp.com/

Unsplash — Open-source photoshttps://unsplash.com/

Thank you!

Devon HendersonMarketing & Web Services

dhenderson@hctpl.info