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SWFLN Presentation: Public Relations and Marketing for Libraries... especially with social media
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Transcript of SWFLN Presentation: Public Relations and Marketing for Libraries... especially with social media
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MARKETING THROUGH SOCIAL
MEDIA & MOREPresenter: Diana Silveira
SWFLNAugust 13, 2015
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create effective flyers press releasesemail marketingsocial mediaputting it all together
Image
Agenda:
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What is your advertising plan?
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FLYERS
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Advertising Where will you advertise?
Who is your target?
How will you advertise?
When will you advertise?
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Creating the Advertising• Title
• Time
• Location
• 1 sentence at most description
• How to get more information
• Visual
• Template or Not to Template
http://bit.ly/1qWtu1M
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Activity: Creating Flyers in PowerPoint
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Free Image Sources• Pixabay
• morguefile.com
• splitshire.com
• magdeleine.co/browse
• jeshoots.com
• unsplash.com
Full list of free image sources & editors: https://blog.growth.supply/300-awesome-free-things-e07b3cd5fd5b; image by Unsplash
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Finding the Right Font• Font Squirrel
• DaFont
• FontPark
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Picking Colors
• Adobe Color (App & Website)
• Colorzilla
• Paletton
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More @ http://goo.gl/y8CSa http://livecolorful.com/tag/color-psychology/ image@ https://goo.gl/bvwmX0
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Adding Transparency to Text Boxes
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PRESS RELEASES
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Before you start? Where will you advertise?
Who is your target?
How will you advertise?
When will you advertise?
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Anatomy of a Press Release
• Heading
• Subheading
• Dateline
• Contact Information (Phone, Email, Name, Social Media)
• Details
• High Quality Picture
Essential Reading – PR NEWSWIRE PR NEWSWIRE BOOTCAMP
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ACTIVITYWrite a Press Release for an upcoming event @ your library
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Distribution• Local Newspapers
• Blogs
• Free Newspapers
• Local Media Outlets
• Social Media
• Social Media Influencers
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EMAIL MARKETING
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ServicesContact form 7
Mailchimp
ManyContactsBar
Hello Bar
Sumome List Builder
Scroll Triggered Box
Constant Contact
Image https://goo.gl/QJ6H6T Source https://goo.gl/HZjoU7
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Collecting Email• Programs – Have sign up
• Webpage Plug-in
• Option on Library Card Applications
Image https://goo.gl/KJIy1k
How else can you collect email
addresses?
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Announce New & Use Pictures
Email Newsletters
New Blogs
Library Events & News
Welcome Emails
Tips & Tricks
The Value of our Library
Testimonials
SurveysWhat else?
Subject Ideas
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Tips for Success
• Clear Call to Action
• Create Urgency
• KIS – Simple &Short
• Make the subject line count
• Contact Information & Links
• Use Pictures
Source Vertical ResponseMore tips @Make Email PopPicture: Pixabay
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SOCIAL MEDIA
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SOCIAL MEDIA & DEMOGRAPHICS
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Image Pixabay - FirmBee
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Infographics: Adweek; Pew Research
Facts & Figures
18-24
25-34
35-4
4
55-64
45-54
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Know your own Users
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Top Tips for Facebook
• Posting an article- give your reasoning
• “Casual images that show partial body shots like hands and feet are associated with higher Facebook likes.” (SocialExaminer)
• Pictures & Video are king
• Reply to comments
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Image Pixabay - FirmBeeInstagram
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Infographics: Adweek; Pew Research
Facts & Figures
18-24
25-34
35-44
55-64
45-54
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Top Tips for Instagram
• Add Contrast & Warmth
• Focus on Faces
• Hashtags!!! Use up to 5.
• Post ONCE daily
• Interact with others: It’s a community
Source: MakeUseOfInstagram
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Image Pixabay - FirmBee
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Infographics: Adweek; Pew Research
18-24
25-34
35-4
4
Facts & Figures
Pinterest.com
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Top Tips for Pinterest• Follow people in the community & others
of interest
• Complete your profile so people can find you
• Multiple boards on multiple topics
• Add descriptions (Keywords) to pins so they are searchable
• Add PinIt buttons on your website
• Verify pins before you repin (no dead links or SPAM)
• Shared Boards with groups in your library
• How-To Boards
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What are your pinterest Tips?
image
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Image Pixabay - FirmBee
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Infographics: Adweek; Pew Research
Facts & Figures
18-24
25-3435-44
55-64
45-54
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Top Tips For Twitter• Follow Back
• Link back to your website
• @/# - use them
• Consistency
• Twitter is a conversation – reply timely
• Find your voice: Give your brand personality
• Live Tweet events
• Its ok to repost….just change it up a bit
• Thanks followers for sharing content & following
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What are your twitter Tips?
image
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Image: FrontMan MarketingMore tips SocialMedia Week
#thiswoudnotbeagoodhashtag
#befun with
hashtags
#search hashtags
#hashtags
make easy
contests
#jointheconversation your users are already having
#spam =
irrelevant
hashtags
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Other social medias
Infographic: SproutSocial)
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Overall Tips
• Consistent
• Post Regularly
• Be Available…Reply, Like
• Take time & post good stuff
Image Cristina012 Deviant ArtMore Tips -- PopSugar
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CONTENT CURATION
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20% - Library Promotion
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Collecting Content
o Pinteresto Flipboard/Feedlyo Scoop.ito Paper.lio Reading Room (great FB
follow)o Buzzfeed (QUIZZES!)o Flavorwire (LISTS)o Bookriot.como http://www.thisiscolossal.com
/
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Creating your Own Repository
• Evernote
• Delicious
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Collecting via Twitter
• Connect with Buffer, Pocket
• Create Twitter Lists (or follow someone else’s)
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infographicso dailyinfographic.com
o Pinterest
o Coolinfographics.com
Full infographic: http://goo.gl/oQbYdo
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What are your content curation sources?
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CREATING CONTENT
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Canvas.com• Create meme’s and other
visuals easily
• Thousands of stock images
• Con: Ugly grid lines/watermark unless you pay $1.00
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Recitethis.com• Templates for quotes etc
Need inspiration: http://americanbookreview.org/100bestlines.asp
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Befunky.com• Powerful photo editor
• Lots of filters/overlays/etc
• Collage maker
• Most Free
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Tagul.com• Import or C/P words from any
source
• Select Image, color, fonts
• Share or download
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https://placeit.net Great way to bring focus to
resources @ the library
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Infographics
• Infographic: http://www.easel.ly/viewEasel/342930
Create your own:
• Easel.ly
• infogr.am
• http://piktochart.com/
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Creating Video
• Vine
• Lensoo Create
• Sketchbook Express
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Contests and Calls for content
Images: Bookface, #caughtreading #ireadeverywhere
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What do you use to create
content?
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MAKING A POST GO FURTHER
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Taking a post furthero Tagging
o Generating comments and shares
o Cross-Promote with other pages
o Shorter posts
o Posts with emoticons get 33% more comments, they also get shared 33% more often.
Sources: http://goo.gl/AI8xTY
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Who can you cross promote with?• departments on college
campuses
• Chambers
• Nonprofits
• Other libraries
• Anyone who follows you
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Boosting posts?
• Did you know?• Your average Facebook post is only seen by 6-12% of your followers (source)
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Activity
• How do we make this post more viral?
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What Works?
• Did you know?• Posts with visuals receive 94% more page visits and engagement than those without.
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Better?
Raise the Roof FundraiserTuesday, 7pm
Hamburger Mary’s
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What is most successful with
your users?
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WHEN SHOULD YOU BE POSTING?
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PUTTING IT ALL TOGETHER
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CREATING @PLAN & SCHEDULING
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SCHEDULE
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Schedule should include:
• Promotional Posts
• Curated Content
• Pictures/Video
• Who, When, and Where
• Hashtags
• Manage schedule in calendar or shared doc
• Reposts (sample schedule from Buffer) Templates and ideas:
http://goo.gl/BULFdphttps://goo.gl/zjeVaVhttp://goo.gl/2HLCMZ
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Hootsuite
• Up to 3 accounts free
• Schedule Posts
• Autopost from RSS Feeds
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ACTIVITYCreate a sample week schedule for your library
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Buffer
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Helpful Tool: IFTTT
• Create Recipes & Automate
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Adding followers
• Promote your social media everywhere
• Invite Users
• Add events – exclusive pictures
• Tagging & Hashtags
• Consider Contests &/or games
• Good Content that people share
What are your tips for adding
followers?
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EVALUATION
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Questions to ask yourself?
• What are my objectives?
• How will I measure success?
• What is success?
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Questions & Discussion