marketing & outreach
TRANSCRIPT
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
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