how to shout so your users will listen
TRANSCRIPT
HOW TOSHOUTSO YOUR USERS WILL
LISTENAnd 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 LIBRARYMARKETINGMANIFESTO
WE WILL BE
ORIENTATEDCOMMUNITY
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.
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 vital organ which allows the other organs to function.
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 ethics and values?
Should we try and please everyone?
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
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.
CHRIS WILD(THE RETRONAUT)
WE WILL DOWHAT PEOPLE NEED
BUT MARKET
WANTwhat they
The three services your library offers
which you think are most
important
The three services your library offers
which youthink are most
important
The three services your library offers which your users value
most
The three services your library offers
which youthink are most
important
The three services your library offers which your users value
most
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 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 of thinking?
Ask yourself: can they get what they
want anywhere else?
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!
OR IS THERE A
THIRD WAY?
WE WILL CATERFOR LIBRARY NOVICES
ANDFOR
LIBRARY EXPERTS
Digital Natives are:
Digital Natives are:
1) BORN AFTER 19802) INNATELY GOOD WITH
TECHNOLOGY
Digital Natives are:
1) BORN AFTER 19802) INNATELY GOOD WITH
TECHNOLOGY3) NOT ACTUALLY A REAL
THING
The digital native is aMYTHOLOGICAL 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 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.
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 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.
DAVID WHITE
VISITORS
RESIDENTS
(Perhaps the Library website or YouTube channel)
(Perhaps the Library Twitter or Instagram account)
DAVID WHITE
LIBRARY NOVICES AND EXPERTS: a way of understanding our users based on how they interact (or not) with the services we offer.
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.
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.
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!
The 14 different ebook
Licencetypes!
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.
NOVICE EXPERT
AIM TO TURN YOUR NOVICES INTO EXPERTS…
BUT CELEBRATE BOTH!
WE WILL
SIMPLEKEEP THINGS
AMBIGUITY IS THE
ENEMYof good communication!
We all know that
JARGONis bad – that unexplained
ACRONYMSare bad, and we know that overtly
COMPLICATEDlanguage is to be avoided.
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 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.
ANDY PRIESTNER
Market one thing at a time.
WE WILL
CAMPAIGNS
COORDINATEOUR 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!
CAMPAIGNSPROVIDE 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 electronic resource, measure the difference in the use of the resource.
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 THEY WOULDN’T DO IF THEY DIDN’T FOLLOW YOU?
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 areWe will converse rather than broadcastWe’ll be the vital organ that empowers our community We will listen, and we will act swiftly on what we hear
CALLS TO ACTION
WE WILL DO WHAT PEOPLE NEEDBUT MARKET WHAT THEY WANT
CALLS TO ACTION
WE WILL DO WHAT PEOPLE NEEDBUT 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 commson what they’re most passionate about
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 people through the door (physical or virtual) THEN give them the wider array of our services once they’re here
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 and imagery possible.
We’ll get rid of anything that isn’t vital to telling our story.
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.
Thanks for listening to me
SHOUT!Find me online at
Talk to me!
WATCHIf 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
IMAGESGaiman quote via Flickr Creative Commons, by Musgo Dumio_Momiohttps://www.flickr.com/photos/30976576@N07/6408104781/in/photolist-aLgdic-gBXhv
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