Marketing your library

#MCLSchat Ready to get some great ideas from you all!

#mclschat Impatiently waiting for the clock to read 2:00 EST. Looking forward to the convo!

2 minutes!! #mclschat  https://twitter.com/mclsorg/status/821461041930444800 …

And counting..... #mclschat

#mclschat hello all!

We’ll get started in just a moment, but first tell us who you are and where you are tweeting from! #mclschat

David Scott--Ferris State #mclschat

#mclschat @lpcpls In balmy Northwest Indiana. @kebo22

#mclschat Megan West from @PALNILibraries here!

We are Westchester Public Library from Chesterton, IN! Looking forward to the chat! #MCLSchat

Virginia Hilbert - Zionsville Public Library in Indiana #MCLSchat

Welcome to our Twitter chat on Marketing your library w/ @cadl Marketing & Communications Director Trent Smiley #mclschat

Q1: How would you define marketing? #mclschat

A1. Promotion of library services, events, people and stuff #mclschat

A1: The process that helps an organization create a desired exchange or outcome. #mclschat

A1: Creating awareness of a product or service in a particular constituency. #mclschat

Marketing = utilizing various channels to share and promote your message. #mclschat

Communicating with a target audience in a consistent, effective manner. #MCLSchat

@cadl #mclschat LOVE this. I would add the word "engagement" before process to make it more complete.

#mclschat Sharing of information of your services.

Happy to be joining in from beautiful, sunny, Lansing #mclschat

Q2: What is an exchange? #mclschat

A2 A back and forth dialog between two or more recipients. #mclschat

A2: Convincing someone to sign up for a library card is an exchange. #mclschat

A2: By someone agreeing to sign up for a card shows we have done a good job #mclschat

A2: communicating the value of the card and service(s) attached to it. #mclschat

#mclschat A trade that is typically, mutually beneficial

A2: Sharing of resources or information. #mclschat

Q3: What’s a major misconception about marketing? #mclschat

A3: That it only pertains to the promotion of a program or service. #mclschat

A3: Again, marketing is a total process that begins with researching the needs of the patron #mclschat

A3: and ending with the evaluation on whether those needs were met. #mclschat

A3. It's only use to sell you something you may not want. Advertising as an example. Can have a bad rep! #mclschat

A3: that it's costly #mclschat

That's it's one-sided. #mclschat

A3: that marketing is only about selling something. #mclschat

A3: That it doesn't matter; that it is always expensive; that those who want what you have will find you anyway. #mclschat

@OlsonLibNMU Hit the nail on the head 3x. #mclschat

A3: that it requires development/planning by a marketing professional #mclschat

That marketing is a "dirty word" #mclschat

Q4: What is the main message you try to convey to your community? #mclschat

A4: That the library is still a viable destination for information and entertainment. #mclschat

A4. Libraries are cool places and we are helpful. #mclschat

The library is a wealth of knowledge, resources, and entertainment; everyone is welcome. #mclschat

A4: that the library IS the community #mclschat

A4: We can help with that. Whatever the "that" may be. #mclschat

@OlsonLibNMU But not forget about the space as well. It's not always about helping in person. Sometimes they just need a space #mclschat

@EZF @OlsonLibNMU And we can help with that! #mclschat

@OlsonLibNMU Touche #mclschat

A4: The library is a destination for the entire community. #mclschat

How are you communicating this to users and non-users? #mclschat

@cadl That's the challenge. We promote through press releases to local media, a booth at local events & social media #MCLSchat

Q5: Why do you use the term “entertainment”? #mclschat

A5. We have wifi so they can watch Netflix or just chill. #mclschat

A5: #mclschat We also provide sources of entertainment from magazines to movies.

Hello from Western Michigan Libraries Lou Morgan #mclschat

Welcome @loumorgan7! #mclschat

Be in the community, in gatherings, at work sites. Go to the point of service need. #mclschat

A5: We are primarily an academic library, but provide resources for non-study time. Whether that be media, events, etc. #mclschat

I haven't seen anyone speak about 'promotion' #mclschat

@loumorgan7 did you have a question or comment about promotion? #mclschat

A5: The term better defines our other content like movies, music and events. #mclschat

Magazines, books, wi-fi, movies are things. Are they service? What about your staff? Your biggest/best asset? #mclschat

@ZPLVirginia what impact is your current marketing approach providing? #mclschat

@ZPLVirginia my approach ties our services to the lifestyle of the target audience. #mclschat

@cadl It drives immediate response from those who see it, but we are pursing more consistency. #mclschat

Our librarians/staff use advertising, marketing, communications, and promotion interchangeably but in doing it, it is not #mclschat

Q6: Do you use a marketing plan? #mclschat

A6: I use an integrated marketing communications plan. #mclschat

@cadl Yes! This is one of our goals. #mclschat

A6. I drafted one this year. More of a social media plan but it works #mclschat

A6: We are developing one now--there is a need to stay on message and identify us to those we're underserving. #mclschat

A6: Working on one right now! #mclschat

A6: #mclschat Yes we do but loosely. Campaigns don't prove to be effective but consistent engagement seems to have better impact.

Yes, a communications plan for the first time - tied to the new strategic plan #mclschat

it is a challenge just to get a comm. plan written up, but using research would be nice. #mclschat

Is some sort of research being used in your plans? #mclschat

@CreaDivMeg engagement is a big part of it. #mclschat

Q7: What’s the difference between a marketing plan and an integrated marketing communications plan? #mclschat

A7: A marketing plan is more general while an IMCP outlines specific strategies. #mclschat

@cadl We're using strategic plan survey results and will add to that with at least 1 survey targeted to the full community. #mclschat

Q7: integrated = across all platforms? #mclschat

A7. Integrated more detailed with steps? #mclschat

@cadl Google analytics, Facebook insights, university demographics, survey results. #mclschat

@EZF yes. Instead of saying outreach, it would state booth at women's expo on date etc. #mclschat

Some libraries use LibQual national survey which includes benchmarks to similar libraries across the nation #mclschat

The goal of a IMCP is to pull everything together. #mclschat

From signage in branches to social media posts. #mclschat

For marketing to work, all the moving parts need to play off each other. #mclschat

A7: #mclschat IMHO, a marketing plan list desired outcomes while IMP lists out how you will achieve said outcomes.

A8: What is the first thing people should consider when developing a plan? #mclschat

Q8: Who is your target audience and what are their needs? #mclschat

A8: Need to know who you are, what you do. Then, who you are trying to reach and for what purpose. #mclschat

A8. Anybody and everybody #mclschat

@EZF what provides me with the best chance of winning? #mclschat

A8: what do you want to accomplish, what is/are the goals of your plan. be specific, not scatter-shot #mclschat

#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.

Public libraries have a broad general audience, but our services/products can be targeted to smaller groups, like young mothers. #mclschat

@cadl what is the prize? #mclschat

The prize would be progressing toward the goal(s) in your marketing plan #mclschat

@EZF @cadl an exchange! #mclschat

A8: should the target audience be the non-users in the community? #mclschat

@meldotorg @cadl is targeting both users and non-users. We want out users to use us more. #mclschat

There is difference in 'potential users' and 'non-users' - this is why you define your audience and think it thru in your plan #mclschat

@meldotorg If your goal is to grow your cardholder base, yes. #mclschat

@ZPLVirginia to grow and retain base. Each year thousands of members go inactive. Do you have the same issue? #mclschat

You wouldnt target an unlikely user group like the 'super shy' or those with no transportation in a rural area. #mclschat

@loumorgan7 You might, if you were promoting electronic resources! #mclschat

@OlsonLibNMU @loumorgan7 Or outreach services to shut-ins. #mclschat

Yes, you might, I guess my point is you cant target everyone in your area. You plan for the highest priority audiences #mclschat

Q9: How important is using original content? #mclschat

A9: Important, but not as important as having reliable, fresh content. If someone else does it better, that's great. #mclschat

A9. Libraries are great at sharing resources. Why not content? #mclschat

A9:#mclschat It depends on your priorities and what you are marketing.

Q10: Do you reuse content? #mclschat

A10: Yes, especially trending topics and content that connects to library programs and services. #mclschat

Q10: #mclschat You bet we do! Fairly spread out over time.

@cadl Absolutely. #mclschat

Q11: What methods do you use to market @cadl? #mclschat

A11: Very strong use of digital marketing. Some print, TV and radio. Special events and partnerships are used a lot. #mclschat

A 11. Posters Social Media Word of Mouth website email Digital Signage news outlets etc. #mclschat

A11: Social media; newsletters; posters; community calendars; PUBLIC RADIO!!!!!; partner orgs; word-of-mouth; email. #mclschat

A11: Absolutely a mix. #mclschat

A11: participation at fairs, farmers markets, events, educator training sessions #mclschat

Q12: Do you promote the collections, services, programs, a mix? #mclschat

A12. Mix #mclschat

A12: Yes, we promote both as well as strengthening our overall brand. #mclschat

Q13: How important is having a conversation with community members versus one way communication? #mclschat

A13: It’s very important to continue to evaluate their needs and level of satisfaction. #mclschat

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

a13 Good response from NMU Well said #mclschat

A13: #mclschat One-way isn't effective anymore. It's just adding to the noise.

A13: Conversations are much more productive! #mclschat

Q14: What is the brand you are developing for @cadl? #mclschat

A14: “Everything right here” is our current branding campaign. #mclschat

Here's a branding radio spot.  http://bit.ly/2jQWO8S  #mclschat

A local singer provided the song. #mclschat

A14: Our goal is to better educate the public about the wonderful resources that are available. #mclschat

A14: Non-traditional offerings like Library of Things are being featured to show that today’s libraries are more than books. #mclschat

Q15: Why should people be passionate about libraries? #mclschat

A15: No other organization or business in their community offers as much value as a library. #mclschat

A15: Because we're passionate about them! #mclschat

Out of time! Thanks everyone! This will be archived this afternoon. #mclschat

Next month Political literacy for librarians with John Chrastka @MrChrastka, Executive Director @EveryLibrary #mclschat

Goodbye & see you next month. #mclschat

Thanks! This was helpful! #mclschat

Good discussion! #mclschat

Thanks everyone. Good luck! #mclschat

My first tweet experience, I think that I can get used to it. #mclschat