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The Digital Marketing Toolkit

Created for a private workshop - please do not share or link to this presentation!
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Training Prezis

on 13 May 2013

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Transcript of The Digital Marketing Toolkit

Templates in Prezi Gives you a theme, some graphics, and titles to edit Gives you frames in which to put text or images The upside is, some of them look quite nice and it's very quick to do - this section of the presentation took literally three minutes to do in total The downside is, many of them impose a hierachy of information onto you, and almost all of them are only suitable for basic presentations without that many sections 5 golden rules A little strategy The Cost Curve What does success look like? 1 Podcasts Prezi Slideshare Live Chat Embedding What How Examples Actions YouTube MARKETING with new technologies Ned Potter
@theREALwikiman Marketing principles Quickfire tech Social media QR Codes Marketing with video 1. Everyone is trying to get from A to B - they'll only listen to us if we can help them go where they're already going... Thanks for listening!
(Contact details on the backpage of the booklet) Creating your Digital Marketing Toolkit, AKA: Issuu The mobile option is not an option... Apps Responsive
design? The
website Publishing online Mobile + Apps Pulling it all together Blogs Basics CC resources Scribd 2 3 5 4 6 7 8 L
U
N
C
H Do you love QR codes? Hate them? It doesn't matter - what matters is market penetration. In other words, do your users engage with them? If so, cast your own aspersions aside... If not, ditch the codes. Looks like this:








Needs a QR code scanner to read it. (Just search Android or Apple app stores for 'QR code scanner') [Scan this to go to the Library Marketing Toolkit website] Advantages of QR Codes:

Free to make and use
Offer a novel way of accessing content (at least for now)
Much more efficient way of getting to a complex URL than having to type it in (think about your library's more obscure web-pages - how long is the URL for your interlending guidance, for example?)
More flexible than a lot of people realise Disadvantages of QR Codes:

People need a smartphone with a QR code scanner installed to use them
Some people think they're 'tail wagging the dog' technology and don't like using them
There is a risk (albeit a pretty small one) of people using QR codes to commit fraud... If you want to give it a try - 7 steps:

1. Find a QR code generator online. Try http://snap.vu as that has built in statistics tracking - which is important.
2. Decide what you want the QR Code to do - we'll cover other options next but for your first one it might be best to start with accessing a URL on the library website.
3. Put the URL into the generator - create your QR code and then print it out. Stick it up somewhere relevant (for example - if you linked to a video explaining how to access eJournals, put the QR code next to catalogue PCs)
5. Direct users to download your library / University app in iTunes. (If they want the app, they already have a smart phone)

6. Make them into
art or a stamp.

7. Eat them... + - e.g.
4. Put a simple explanation up: 'Scan this QR Code to be taken to an instructional video about accessing eJournals - this will help you find what you need quickly and easily'
5. Add the actual URL at the bottom - it ensures no one is excluded, and helps you track the effectiveness of the QR codes.
6. Are people typing in the URL, or scanning the code? Check the stats, evaluate the impact, and take it from there.
7. If your users aren't scanning the code, put QR Code marketing on the back-burner and come back to it in a year if QR codes continue to become more popular. A fine example
from Delaware A QR code is: like a barcode that can be scanned by the camera on a mobile device. The device then performs an action - most commonly going direct to a website. The creator of the QR code decides on the action. So what do you DO with QR Codes? For starters, don't just link to the Library homepage...

The idea should be to reward users for taking the time to use them. 1. Go straight to a location on a Google Map. (Good for flyers advertising workshops or events)

2. Log guests into your library's wifi.
(Good for events with academics or outside users) 7 interesting things you
can do with QR codes: 3. Direct users to an ebook when the paper copy is out on loan. (If applicable, stick the QR code onto the shelf location)

4. Link users to guidelines where you don't have room to display them in full. (- e.g. copyright guidelines next to photocopiers / scanners) Multimedia Exercise: post to Padlet an idea you could do tomorrow! Issuu (http://issuu.com/) is an online platform, great for publishing library guides, workbooks, brochures etc. An example from the University of Cambridge How to make a good one
1. Create your document in Word, or adapt an existing one
2. Get rid of the margins (you don't need to print it out so take advantage of the opportunity)
3. Use background images and colour to fill the pages right to the edges
4. Use font-size 14 as an absolute minimum so people can read your document full-screen, without having to zoom
5. Save it as a PDF
6. Upload it to Issuu, then embed it on the library website. What It takes your PDFs and turns them into embedded online documents, with a very nice page-turning functionality... How Examples Actions Try it for yourselves!
We're going to turn our handouts into Issuu documents, so you can click the links for the rest of the session rather than having to manually type them in. Compfight Morguefile Fonts Video Scribd is an online document publisher, much like Issuu.

Its one major disadvantage is it isn't nearly as attractive as Issuu. Its one major advantage is it's much more accessible. York example Make the handout again... bit.ly To all intents and purposes, a podcast is an audio file available to download or stream by users. In the library context, they can be used to provide alternative ways of finding out about our content. (See http://www.jiscdigitalmedia.ac.uk/pdf/little-guide-to-podcasting.pdf for technical guidance) You can download Audacity, a simple to use and free open source audio recording / editing programme, and use that to record voices with a microphone

You can then make the content available via MP3 files or similar - you can make them available via iTunes / iTunes U if you wish, but you don't have to. They can just be downloadable from the library website. If you record talks, worskhops or presentations, the audio can then be made available as a podcast - useful for Info Lit teaching sessions

Some academic libraries run podcast series on different subjects - for example, 'Getting the most out of databases' one week, 'Advanced Information Searching' the next

The British Library use them to provide expert analysis of their Special Collections Live chat reference is a way for users to talk, online, in real time, with library staff.

They work best when placed at important points of need rather than on every page - there is a workload associated with running them, but they result in a lot more feedback for the library on their webpages, and a useful and direct way for people to get help wherever they are. An example from the National University of Singapore Great for users, but also useful for us: "...the vast majority of our users will never feedback to us problems they face, and those who do through e-mail seldom mention where exactly they were when they got stuck. Embedding web chat boxes on your library pages solves this problem by giving you specific feedback on where users are when they are stuck." Aaron Tay, National University of Singapore Want to try it out?
Aaron Tay's Top Tips: An embedded chat widget gets around 20 - 50% more use than just having a link that says 'chat to us' - preferably it should not need a log-in

Try it out on a few key pages first, assess the workload / value, and then roll it our more widely if it works well

The best place to start is the FAQ page, if you have one You can use free services like AIM or Meebo, but they can't normally be operated by more than one person

In the paid chat service space, the two main players are LibraryH3lp and OCLC’s Questionpoint By some estimates, by the end of this year people will access the internet more via mobile devices than via PCs. So - the library needs to go mobile.

The library website and the catalogue need responsive or adaptive design so they are accessible via mobile devices - that's essential - but an additional option is to offer a dedicated app for Apple / Android etc devices. Aaron Tay reports that people are using apps for...

The normal stuff. News, information such as opening hours, links to social media accounts, the library catalogue, maps etc.

More interesting stuff. Availability of PCs in library PC classrooms, downloadable course readings, video recordings of information literacy teaching workshops etc.

Things to keep in mind. A library app may be better off integrated with a wider University app - and if you're a BlackBoard user, consider how your app might work in tandem with theirs. A fine example from Michigan Prezi can be used as a standard presentation tool, like this, or it can be used as an interactive map of the library. It's possible to create interesting dynamic content to embed in a library website in this way. How to:

Get a tame artist to draw a top-down view of your library buildings.
Populate the map with relevant information, advice, and pictures illustrating the services and environment
Draw hidden frames around all the key areas - this will turn them all into clickable 'hot-spots' which then zoom the viewer in to that room or area of the library
This works as both a presentation tool and a stand-alone interactive online object
(And students and academics seem to really love it)
For an example and step-by-step guidance on making an interactive library map in Prezi, see: http://bit.ly/makingmaps If you have long URLs to give out, set up an account at http://bit.ly and shorten them, then customise them.

For example...

This presentation is at http://prezi.com/r6io0y2b3t1r/copy-of-the-digital-marketing-toolkit/ - I used bit.ly to turn it into http://bit.ly/YvAEvY and then customised it to http://bit.ly/digitalmarketingtoolkit which is easier to remember!
A huge part of marketing is just making sure people remember what you want them to remember...
Works best with webpages whose content can be updated, as once a customised URL is taken, it's taken for good... Geolocational apps take advantage of the fact that mobile devices are location-aware.

On the most popular example, FourSquare, people 'check in' to locations and often announce that they've done so via other social networks like Twitter.

It's important to keep in mind, your library is already on FourSquare, whether you've joined that network or not. What Examples Actions 1. Claim your library! Search FourSquare for your library, and claim ownership by getting in touch with FourSquare and proving you represent the library. It's better to be in charge of an online presence than to leave it to others...

2. Personalise. Add some photos, add some tags to enable discovery, add details of your library Twitter account etc.

3. Put in some tips. If possible, make it really useful and unique stuff that makes it worth the FourSquare user's while.
Get the tone right
Because Web 2.0 is all about dialogue, the tone you use on social media sites should be conversational. Many libraries start off rather stiffly on social networks – that’s okay, as long as over time you become less formal and relax a little. What you should be aiming for is: Listen!
Marketing is an ongoing conversation between the marketer and the target
audience, so social media platforms are a fantastic way to listen to what is
being said by that audience.

Remember the 1-in-4 rule. Get the message across
Add value in order to increase engagement so that you can deliver key messages to a wider audience.

The added value parts (the replies, the links to external content and so on) are what give your social media presences personality, and the personality is what draws in more followers. Informal but not overly familiar, friendly but not overly personal, colloquial but grammatically, syntactically and orthographically correct.

If you’re friendly, informal, authoritative and you spell everything correctly, you’re more than halfway there. Know why you’re there
Each of your library’s social media profiles should have a purpose and a focus of its own.

Don’t over-commit
Defunct social media profiles can do more harm than good – so make sure you can provide enough resources to run each profile well, or don’t run it at all. I would recommend using YouTube for everything and using Vimeo for particularly important videos (assuming you can get them in under the file-size limits) as well - and then embedding the Vimeo versions on your library website, for the cleaner branding, the reduction in dodgy user-generation content and so on. A possible way forward Some more examples... Short, well-made, achievable and marketing the benefits of the library not just the features: Assume people are watching on their phones:

Make sure your video is set to play on Mobile devices
Make sure the video works without sound
Think about QR Codes A possible defined role for social media as part of a wider communications strategy: To reach users and potential users where they are
To increase discovery of resources
To enable more informal and more frequent communication
To impact positively on the reputation of the Library
To disseminate both important and unimportant news to an increasing audience Social media is most effective when it is embedded in the culture of an organisation. There are two main ways to achieve this - via staff and via strategy. Staff Strategy Geolocation vs Vimeo Impact evaluation: Crowdbooster http://crowdbooster.com/ Go to Crowdbooster and sign up, ideally with your Library's Twitter details. The results won't be instant but it WILL give you actionable results over time - including showing which tweets receive the most coverage, when new followers come on board, etc. Part 1 - go to: http://padlet.com/wall/uelqrcodes
Part 2 - go to:
http://snap.vu and create a QR Code linking to the Wallwisher wall Point of need A York
workbook What you get when you open it 1. Go to http://nptraining.pbworks.com, and download the HANDOUT PDF,
2. Sign up for an Issuu account at http://issuu.com then upload the document; keep it open for the rest of today. Many YouTube videos (www.youtube.com) are available under Creative Commons licences (although you need to be careful that it is definitely the original copyright-holder who has granted this…).


Also worth a look is Film and Sound Online – film and video free for use in research and education: http://www.filmandsound.ac.uk/ Far and away the easiest way to find Creative Commons Flickr images. Go to http://compfight.com/ and try it - include 'bw' in the search term to find stylish black & white images (e.g. try 'libraries bw'). Choose 'Creative commons' from the facets down the left to find images you can reuse. A brilliant site full of professional standard images, licensed for re-use - it's even possible to use these for commercial purposes.

Go to http://morguefile.com/ and run a search, see what you find. Good fonts are underrated - they make a HUGE difference to how good a poster or presentation or flyer looks.

Go to http://www.fontsquirrel.com/ and browse - they're all freely downloadable. Go to http://www.scribd.com/ and sign up for an account - then upload the Handout PDF from earlier and see how Scribd works. Social media works best WITH traditional marketing, as part of a strategic approach You'll probably be delivering the same messages via several platforms in slightly different ways - social media is a direct route into people's daily lives, which makes it extremely useful. Strategic marketing works best Hellman's example: No one ever rushed out and bought mayo after seeing a Hellman's ad. A one-off marketing push attempts to make people buy the mayo right there and then; strategic marketing tries to ensure Hellman's are the first thing people think of when they DO need some Mayo We need our services to be the first thing users and potential users think of when they need authoritative information. We achieve this with a joined-up approach - a series of impacts at key times... ...which results in the relevant people understanding what we offer, what is distinctive about our offer, and how they'll benefit from it Social media doesn't *just* go here! 2. Market the benefits, not the features 3. Market personality - even within technological landscape. Technology is often cold and dry, but the way we market with it can be friendly and colloquial 4. Different groups need different offers (segmentation) 5. Understand the cost curve! The cost curve comes from economics, and usually applies to the amount of units being produced versus the cost of producing them. In the information context, it's about the time it takes someone to do something, versus the reward they get for doing it.

In other words, what is the 'cost' of engaging with your marketing material WORTH IT to the user...? QR Codes are a great example to try this with - scanning a QR code that takes you to the Library homepage is generally the wrong side of the costcurve - it's not worth the effort of scanning it for such a mundane outcome. A key principle for any marketing activity (and particularly when working with emerging trends, new technologies etc) is knowing what success would look like. If you use this tool well, what happens as a result? Some examples
of success Improving reputation
More users overall (greater market-share)
More use of facilities and resources by existing users
Increased awareness of expensive stuff!
Establishing relationships with key users
Directing traffic to your website
Engaging a younger generation of users You need a pool of people involved in the social media activity - preferably with one champion of each platform leading the way.

Staff need to feel empowered - ideally they should be trained, then unleashed! Link it up
EVERYTHING should be linked to everything else (or even embedded within it) - there should never be even the tiniest barrier between a user wanting more and being able to get it Have it all leading back to one page
Mitigate the diffuse nature of social media by having one page with all your presences listed - and a disclaimer if you'd like one.

Discussion: do you have a disclaimer, do you need one? Twitter
funnel Next level Then when you have the really important messages to impart (new opening hours, new
collections, new services or whatever you really need to convey) there are more members of your captive audience. If on the other hand you only communicate those really important messages, people will think you’re
boring and so you’ll reach fewer users and potential users. If you do all that, the chances are you'll have a good social media presence on two or three platforms, with a decent level of interaction / number of followers Run a campaign
Use social media in general, or one platform in particular, to raise awareness of one aspect of your service.

Give your users ownership of something. (e.g. #fresherlib) Make it more interactive
- Ask questions (blog the answers)
- Bring in more external content
- Introduce more content to get your users from A to B - even if it's not directly library related
- Social Monitoring - run searches on each platform Self analysis: Tweetstats http://tweetstats.com/ Go to Tweetstats and put in the username of your Library's Twitter account - note the level of interactivity, and the consistency of tweets across the days / times Measure and evaluate:
a couple of useful Twitter tools Examples of ACTIONS you might take after looking at these stats:

1) Use Hootsuite to schedule tweets for evenings / weekends to increase coverage
2) Put your username into Tweetstats again in 3 months' time and see if you have managed to increase the percentage of @ replies and RTs
3) Analysed the type of Tweets which get the most exposure, and attempt to produce more content like them Are you in tune with your users? Do you have an international audience? Are you broadcasting or interacting? As a Library you can 'claim' ownership of your buildings and locations.

This means you can:
- link to your other social media presences
- add insightful tips
- put in some nice images
- and control the comments... How Right now Go to https://foursquare.com - search for your Library and see what you find.

If you want, sign up AS your Library, and then start the process to 'claim' the building as your own.

In the meantime, add a useful tip or two. What is the difference between bog-standard website design, adaptive design, and responsive design...? Issues to consider 1) Responsive design is, in theory, cheaper and easier to maintain. If you're overhauling your website, you MUST take the opportunity to make it responsive.
2) If you already have a mobile site (adaptive design) then you don't need to redo it as responsive
3) iPads count as mobile devices - but are not always well served by adaptive design. Responsive is perfect, but standard is usually fine. Standard design. Looks the same on all devices.

Adaptive design. Adapts according to device. If you access it on a mobile, it shows you a different version of the site, designed for mobile devices.

Responsive design. Responds to the SIZE of the screen, and displays one master website in the most appropriate way for that screen. (NB: the easiest way to tell if a website has responsive design is to resize the browser window - if changes to fill the new size nicely, it's almost certainly responsive.) And now, it's time for a game of... Basic
Better
BEST! Put these sites in order
(you'll need to look at them on both your PC and a smartphone - if you've not got a smartphone you can borrow mine!) http://www.york.ac.uk/library http://yorsearch.york.ac.uk http://hellofisher.com/ Don't forget:
Although having an app is itself a form of marketing, you still have to actually market the app... In Under Five Years, All Phones Will Be Smartphones So what does all this mean? People expect a mobile option, we HAVE to provide one, and we can do so in several ways... Off-the-record York survey results:

•91% of students have smartphones - 41% are already using them to access learning resources
•Year 1 students - 100% of them have smartphones!
•78% of staff have smartphones
•75% said cost of data (on mobile contracts) not a factor they worried about in using mobile for learning purposes
•Only HYMS students and staff were even told we had BlackBoard Mobile Learn. However, stats show that 40% of people using the app here are York students; which is to say, not HYMS people. Students have discovered it for themselves and downloaded it. Anecdotal Twitter survey results: •Keele say it goes Android/iOS/Blackberry in that order
•Sheffield says it's iOS/Android/Blackberry.
•Edge Hill same as Sheffield
•Manchester very much iOS dominated
•Swansea more than twice as many iOS as Android
•Someone pointed out NUS card holders get discounts at the Apple store - that could be a factor What devices are the new generation using? From Pew Internet
(http://www.slideshare.net/PewInternet/the-changing-world-of-libraries) From Pew Internet
(http://www.slideshare.net/PewInternet/the-changing-world-of-libraries) Video killed the text-only star... Video is increasingly how people learn (Video is how teenagers find out how their new phones work) Video is no longer expensive or technically advanced Video is such a good way to communicate, you can no longer afford not to use it in your marketing YouTube stats 101: •Over 800 million unique users visit YouTube each month
•Over 4 billion hours of video are watched each month on YouTube
•72 hours of video are uploaded to YouTube every minute
•More than 20% of global YouTube views come from mobile devices




•500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute
•100 million people take a social action on YouTube (likes, shares, comments, etc) every week
•More than 50% of videos on YouTube have been rated or include comments from the community Video is something you should host externally, and embed on your own site.

So where do you host it?
- Free to use
- The biggest video network - your potential audience is absolutely huge, and more importantly, they're already on the network themselves
- Easy to use - you can probably shoot a video on your phone and upload it and tweet a link to it in less than 5 minutes
- Unlimited in terms of the number of videos you can upload



- NOT unlimited in terms of the length of the videos, at least initially - you can increase the limits if you verify via a mobile phone
- NOT unlimited in terms of size of the files you upload - it's currently 2gig per video (which is less than it sounds for something like a virtual tour), but still much more generous than Vimeo. Verify to increase this limit to 5gig.
- NOT lockdownable - as in, you can't limit access to a video to certain people or groups



- NOT a place that brings out the best in humanity - your videos will be hosted on the same site as lot of pretty horrific stuff, and the comments in YouTube videos are often amongst the most despair-inducing the internet has to offer...
- Note also that as a Library you can turn off advertising in your videos - which is great - but you can only exert so much control over the 'suggested videos' which appear at the end of your own films. So any video that deals with loan periods can expect a suggested video or two from dodgy loan companies... YouTube is... Examples Padlet time!

Go back to the Wall and post links to your favourite - OR least favourite! - library related videos... http://padlet.com/wall/uelqrcodes - Able to give your users better quality videos and so a better viewing experience
- Able to give you better analytics than YouTube - the built in stats have a bit more to offer in terms of actionable results
- More customisable in some areas - for example you can put your own branding in to the player you embed into a website, whereas YouTube will always display the YouTube logo
- Able to offer you a 'private' setting - if you don't want to open your video up to the whole world, then it's possible to lock it down to password access (and you can also lock-down a whole portfolio of vids with the $199 a year PRO account)



- A rather more... tasteful community. Unlike YouTube which is used by everyone, Vimeo has built a reputation as being somewhat artist driven, with more of an emphasis on quality documentaries and the like. It's risky to generalise, but the types of people who actually might use libraries are probably more likely to be found on Vimeo. The comments and community engagement are generally nicer / better.

- NOT completely free depending on how much you'll use it - there is a Basic account (free) and a Plus account (around $60 a year).






- NOT keen on commercial videos - according to its terms and conditions, Vimeo requires you to have a Plus license for a commercial video. It's up to you to decide whether you think the 'marketing' aspect of your videos is outweighed by the fact that you're (presumably) a not-for-profit library and therefore could consider yourself non-commercial...
- NOT nearly as popular as YouTube - this although this is offset somewhat by the nature of the user community, it does mean your videos won't rank to highly on search engines, which is a shame
- NOT very generous with its upload limits - it's 500mb a month on the basic account, and even the Plus account for which you pay puts a yearly cap on VIMEO is... Use Slideshare to host more visual messages - not just PowerPoints created for presentations and teaching, but bespoke presentations for marketing purposes... Ditch the templates!
(First and last slide only at most) Make your message stick with full sentences. Use nice Creative Commons images, & draw attention to key information... ...with colour and font size. A great method for getting content out in a flexible way You're not beholden to the webmasters, you can have more than one, and you can fill in the Library gaps Write posts that help your users get from A to B Use the blog to draw together the rest of your social media Your Library website is the centre of the wheel, and your new-tech marketing is all the spokes. Ultimately in a lot of cases, you want the spokes to lead people back to the hub - that's where the most greatest mass of content and information is. Equally your website should provide a window to much of the content you host externally - embed your blog posts, your tweets, your videos, etc etc Plasma screens QR Codes Twitter YouTube Facebook Foursquare Blog Slideshare Prezi Podcasts Issuu
Scribd Vimeo Twitter is arguably the most important tool to disseminate all of the things we've been talking about. - What happens on Twitter doesn't stay on Twitter
- People are happy to interact
- It's a brilliant funnel for everything else What does success look like? Always think about why you're using a platform or tool, what you want to get out of doing so, and what constitutes success! Don't base any kind of policy or strategy on one success or failure... THANKS FOR COMING!
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