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Marketing with New Technologies

For the Academic Research Libraries Group, May 2012
by

Ned Potter

on 2 September 2012

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Transcript of Marketing with New Technologies

The Basic Principles QR Codes Geolocation VIDEOVIDEOVIDEO Podcasts | Prezi Going viral Chat Reference Marketing with New Technologies Ned Potter (@theREALwikiman) Apps 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 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. A final few useful online tools Online publishing
URLs 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. 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.


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) 7 interesting things you can do with QR codes:

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)
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)
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... + - What e.g. Preamble Finally Actions
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. 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. How to:

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.



Examples:
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 (see link) (See http://www.jiscdigitalmedia.ac.uk/pdf/little-guide-to-podcasting.pdf for technical guidance) 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. Need to know 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. 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)


Example:

For an example and step-by-step guidance on making an interactive library map in Prezi, see: http://bit.ly/makingmaps Thank you for listening >> email me: ned.potter@york.ac.uk
>> follow me @theREALwikiman >>pre-order me! Some basic principles of marketing apply across the board, and apply just as much to marketing with new technologies as any other area of promotion. 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...

2. Market the benefits, not the features

3. Market personality - even within technological landscape

4. Different groups need different offers (segmentation)

5. Understand the cost curve! In other words: we need to make it explicit how our use of technology helps the user - by making things easier, quicker, more efficient, richer, whatever it may be. As they run from A to B we have to run alongside. We have to describe what people will get out of our services, rather than how they work ("We have access to information Google cannot find" rather than "We subscribe to 100 databases!"). We have to bring character to our use of technology (via social media, for example) and position ourselves as being technology friendly, able to help with whatever our students and academics need (as opposed to "We are the experts in technology X!"). We have to market with new technologies to the groups who will appreciate that sort of thing, and NOT to the people who don't - they should be reached by other means, and with different propositions designed to appeal to them. And ANY technology we use should be worth the cost to the user of the time it takes to use it. Do they get enough out of it to justify it? To take an obvious example: is the reward for scanning a QR code worth the time it takes to scan it? If not, ditch it. 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: "As your readers will know, 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. The nature of the questions they ask, coupled with the page they are on, often give you great insight into what they are confused about and what information is lacking on the page they are at." Aaron Tay, National University of Singapore Want to try it out? Aaron'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 Aaron Tay (again) 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. (All quotes and ideas are taken from the book, which covers all these subjects in more detail.) Marketing with video can be very effective - IF, and only if, a few key rules are followed... Small and well-formed beats ambitious and ropey pretty much every time...

A video hosted on an external site like Vimeo or Youtube, and then embedded in the VLE, is more flexible and will reach a greater potential audience than something that sits in the VLE only

HD (High Definition) cameras are very cheap now, so there's no excuse not to film the video on decent equipment. If you're filming talking heads, then unless you want to invest in a separate mic, they'll need to be quite close to the camera You can use free software: Windows Movie Maker and Apple iMovie are adequate for most library videos. The key to making a good one is not to use much in the way of effects - keep it simple.

Use Captivate or Camtasia to make videos from screen-casts or PowerPoint presentations, which don't require a librarian to appear on camera...

Keep people out of shot when using software or the catalogue so that if and when you update your systems, you can easily re-film that section without having to redo the entire video. Some examples... Camtasia instructional (York) Xtranormal Animation (Huddersfield) High-end production (Brigham Young) Bonus examples... Behind the scenes at New Spice Librarians do Gaga [Let's be brutally honest here: what makes librarians laugh may not make users feel the same way - and all video marketing must be made with the impact on the user in mind...] What? How? e.g. The viral marketing model can be described as marketing which is self sustaining and self replicating, via existing social networks. It's electronic word-of-mouth. Create content that is really easy to share (for example via email, or via a platform that is easy to embed in multiple websites, such as Slideshare presentations or YouTube videos) and engaging enough that people want to share it. They then feed it into their networks, who in turn feed it into THEIR networks, and so on and so on.

The idea, or content, or whatever it is, spreads like a virus. A way in which an academic library can harness this idea is by asking users to blog, and to link to and from a library wiki with their blog posts.

So for example, if you run some kind of self-directed learning on using Twitter in the academic environment, you could ask people to blog about their experiences of doing so. You then create a central wiki linked from the library website, and encourage people to add their blogpost link to that wiki, and to link to the wiki from the blogpost.

This means that there is a central resource where students / researchers can see what each other are doing with Twitter in the academic environment, AND, every time someone else blogs about it they expose it to their networks, who might join and expose it to their networks, who might... etc etc etc. 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. If you have long URLs to give out, set up an account at http://bit.ly and shorten them, then customise them.

For example, the URL for this Prezi is http://prezi.com/tpnkfr3m7eqg/marketing-with-new-technologies/ but using Bit.ly I've shortened it to http://bit.ly/newtechmarketing which is much easier to remember.



A huge part of marketing is just making sure people remember what you want them to remember... http://www.librarymarketingtoolkit.com >> http://thewikiman.org for more stuff >> http://bit.ly/newtechmarketing for this presentation A fine example from Delaware A fine example from Michigan Short, well-made, achievable and marketing the benefits of the library not just the features: A fine example from ASU
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