Marketing your library

Twitter Chat with Trent Smiley, Marketing & Communications Director, Capital Area District Libraries

  1. #MCLSchat Ready to get some great ideas from you all!
  2. #mclschat Impatiently waiting for the clock to read 2:00 EST. Looking forward to the convo!
  3. We’ll get started in just a moment, but first tell us who you are and where you are tweeting from! #mclschat
  4. We are Westchester Public Library from Chesterton, IN! Looking forward to the chat! #MCLSchat
  5. Virginia Hilbert - Zionsville Public Library in Indiana #MCLSchat
  6. Welcome to our Twitter chat on Marketing your library w/ @cadl Marketing & Communications Director Trent Smiley #mclschat
  7. Q1: How would you define marketing? #mclschat
  8. A1. Promotion of library services, events, people and stuff #mclschat
  9. A1: The process that helps an organization create a desired exchange or outcome. #mclschat
  10. A1: Creating awareness of a product or service in a particular constituency. #mclschat
  11. Marketing = utilizing various channels to share and promote your message. #mclschat
  12. Communicating with a target audience in a consistent, effective manner. #MCLSchat
  13. @cadl #mclschat LOVE this. I would add the word "engagement" before process to make it more complete.
  14. #mclschat Sharing of information of your services.
  15. Happy to be joining in from beautiful, sunny, Lansing #mclschat
  16. A2 A back and forth dialog between two or more recipients. #mclschat
  17. A2: Convincing someone to sign up for a library card is an exchange. #mclschat
  18. A2: By someone agreeing to sign up for a card shows we have done a good job #mclschat
  19. A2: communicating the value of the card and service(s) attached to it. #mclschat
  20. #mclschat A trade that is typically, mutually beneficial
  21. Q3: What’s a major misconception about marketing? #mclschat
  22. A3: That it only pertains to the promotion of a program or service. #mclschat
  23. A3: Again, marketing is a total process that begins with researching the needs of the patron #mclschat
  24. A3: and ending with the evaluation on whether those needs were met. #mclschat
  25. A3. It's only use to sell you something you may not want. Advertising as an example. Can have a bad rep! #mclschat
  26. A3: that marketing is only about selling something. #mclschat
  27. A3: That it doesn't matter; that it is always expensive; that those who want what you have will find you anyway. #mclschat
  28. A3: that it requires development/planning by a marketing professional #mclschat
  29. Q4: What is the main message you try to convey to your community? #mclschat
  30. A4: That the library is still a viable destination for information and entertainment. #mclschat
  31. A4. Libraries are cool places and we are helpful. #mclschat
  32. The library is a wealth of knowledge, resources, and entertainment; everyone is welcome. #mclschat
  33. A4: We can help with that. Whatever the "that" may be. #mclschat
  34. @OlsonLibNMU But not forget about the space as well. It's not always about helping in person. Sometimes they just need a space #mclschat
  35. A4: The library is a destination for the entire community. #mclschat
  36. How are you communicating this to users and non-users? #mclschat
  37. @cadl That's the challenge. We promote through press releases to local media, a booth at local events & social media #MCLSchat
  38. Q5: Why do you use the term “entertainment”? #mclschat
  39. A5. We have wifi so they can watch Netflix or just chill. #mclschat
  40. A5: #mclschat We also provide sources of entertainment from magazines to movies.
  41. Hello from Western Michigan Libraries Lou Morgan #mclschat
  42. Be in the community, in gatherings, at work sites. Go to the point of service need. #mclschat
  43. A5: We are primarily an academic library, but provide resources for non-study time. Whether that be media, events, etc. #mclschat
  44. I haven't seen anyone speak about 'promotion' #mclschat
  45. @loumorgan7 did you have a question or comment about promotion? #mclschat
  46. A5: The term better defines our other content like movies, music and events. #mclschat
  47. Magazines, books, wi-fi, movies are things. Are they service? What about your staff? Your biggest/best asset? #mclschat
  48. @ZPLVirginia what impact is your current marketing approach providing? #mclschat
  49. @ZPLVirginia my approach ties our services to the lifestyle of the target audience. #mclschat
  50. @cadl It drives immediate response from those who see it, but we are pursing more consistency. #mclschat
  51. Our librarians/staff use advertising, marketing, communications, and promotion interchangeably but in doing it, it is not #mclschat
  52. A6: I use an integrated marketing communications plan. #mclschat
  53. A6. I drafted one this year. More of a social media plan but it works #mclschat
  54. A6: We are developing one now--there is a need to stay on message and identify us to those we're underserving. #mclschat
  55. A6: #mclschat Yes we do but loosely. Campaigns don't prove to be effective but consistent engagement seems to have better impact.
  56. Yes, a communications plan for the first time - tied to the new strategic plan #mclschat
  57. it is a challenge just to get a comm. plan written up, but using research would be nice. #mclschat
  58. Is some sort of research being used in your plans? #mclschat
  59. Q7: What’s the difference between a marketing plan and an integrated marketing communications plan? #mclschat
  60. A7: A marketing plan is more general while an IMCP outlines specific strategies. #mclschat
  61. @cadl We're using strategic plan survey results and will add to that with at least 1 survey targeted to the full community. #mclschat
  62. A7. Integrated more detailed with steps? #mclschat
  63. @cadl Google analytics, Facebook insights, university demographics, survey results. #mclschat
  64. @EZF yes. Instead of saying outreach, it would state booth at women's expo on date etc. #mclschat
  65. Some libraries use LibQual national survey which includes benchmarks to similar libraries across the nation #mclschat
  66. The goal of a IMCP is to pull everything together. #mclschat
  67. From signage in branches to social media posts. #mclschat
  68. For marketing to work, all the moving parts need to play off each other. #mclschat
  69. A7: #mclschat IMHO, a marketing plan list desired outcomes while IMP lists out how you will achieve said outcomes.
  70. A8: What is the first thing people should consider when developing a plan? #mclschat
  71. Q8: Who is your target audience and what are their needs? #mclschat
  72. A8: Need to know who you are, what you do. Then, who you are trying to reach and for what purpose. #mclschat
  73. @EZF what provides me with the best chance of winning? #mclschat
  74. A8: what do you want to accomplish, what is/are the goals of your plan. be specific, not scatter-shot #mclschat
  75. #mclschat Take a look at your strategic plan first. If that's been written well, it's already taking your user's needs into account.
  76. Public libraries have a broad general audience, but our services/products can be targeted to smaller groups, like young mothers. #mclschat
  77. The prize would be progressing toward the goal(s) in your marketing plan #mclschat
  78. A8: should the target audience be the non-users in the community? #mclschat
  79. @meldotorg @cadl is targeting both users and non-users. We want out users to use us more. #mclschat
  80. There is difference in 'potential users' and 'non-users' - this is why you define your audience and think it thru in your plan #mclschat
  81. @meldotorg If your goal is to grow your cardholder base, yes. #mclschat
  82. @ZPLVirginia to grow and retain base. Each year thousands of members go inactive. Do you have the same issue? #mclschat
  83. You wouldnt target an unlikely user group like the 'super shy' or those with no transportation in a rural area. #mclschat
  84. @loumorgan7 You might, if you were promoting electronic resources! #mclschat
  85. Yes, you might, I guess my point is you cant target everyone in your area. You plan for the highest priority audiences #mclschat
  86. Q9: How important is using original content? #mclschat
  87. A9: Important, but not as important as having reliable, fresh content. If someone else does it better, that's great. #mclschat
  88. A9. Libraries are great at sharing resources. Why not content? #mclschat
  89. A9:#mclschat It depends on your priorities and what you are marketing.
  90. A10: Yes, especially trending topics and content that connects to library programs and services. #mclschat
  91. Q10: #mclschat You bet we do! Fairly spread out over time.
  92. Q11: What methods do you use to market @cadl? #mclschat
  93. A11: Very strong use of digital marketing. Some print, TV and radio. Special events and partnerships are used a lot. #mclschat
  94. A 11. Posters Social Media Word of Mouth website email Digital Signage news outlets etc. #mclschat
  95. A11: Social media; newsletters; posters; community calendars; PUBLIC RADIO!!!!!; partner orgs; word-of-mouth; email. #mclschat
  96. A11: participation at fairs, farmers markets, events, educator training sessions #mclschat
  97. Q12: Do you promote the collections, services, programs, a mix? #mclschat
  98. A12: Yes, we promote both as well as strengthening our overall brand. #mclschat
  99. Q13: How important is having a conversation with community members versus one way communication? #mclschat
  100. A13: It’s very important to continue to evaluate their needs and level of satisfaction. #mclschat
  101. A13: I don't assume their needs, they can't assume my resources. If it's not 2-way, we're missing the target. #mclschat
  102. a13 Good response from NMU Well said #mclschat
  103. A13: #mclschat One-way isn't effective anymore. It's just adding to the noise.
  104. A13: Conversations are much more productive! #mclschat
  105. Q14: What is the brand you are developing for @cadl? #mclschat
  106. A14: “Everything right here” is our current branding campaign. #mclschat
  107. A14: Our goal is to better educate the public about the wonderful resources that are available. #mclschat
  108. A14: Non-traditional offerings like Library of Things are being featured to show that today’s libraries are more than books. #mclschat
  109. Q15: Why should people be passionate about libraries? #mclschat
  110. A15: No other organization or business in their community offers as much value as a library. #mclschat
  111. Out of time! Thanks everyone! This will be archived this afternoon. #mclschat
  112. Next month Political literacy for librarians with John Chrastka @MrChrastka, Executive Director @EveryLibrary #mclschat
  113. My first tweet experience, I think that I can get used to it. #mclschat