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CIL2008: Online Outreach for Successful Digital Marketing

Sarah Houghton-Jan, Senior Librarian for Digital Futures, San Jose Public Library

from where I sit: online outreachProgram description on the CIL2008 website.

Presentation slides on LibrarianInBlack.net

Online marketing is a new topic in libraries. Has blossomed more than other marketing techniques.

Purpose of online marketing: to connect users with library services and library staff

  • place teasers where the users are
  • bring them to the library
  • everyone’s patrons are our patrons
    • in online marketing there’s no such thing as “Do you live in my town? No? Sorry, I can’t serve you”

Directories and tools for marketing the library on the Web

  • Get listed in AskCity, Yahoo! Local, Google Maps, Microsoft Live Search Maps
    • allows for posting of additional info beyond contact
      • photos, reviews, multimedia, web pages
  • Get listed in library directories
  • Search engine findability
    • search major search engines for variations of library’s name
    • ensure that library site is at the top
    • use major, minor, and metasearch engines
    • buy online ads ($)
    • website search engine optimization ($)
  • URLs
    • have a short, easy to remember URL
    • register multiple domain names ($)
      • register URLs that patrons might type in if they don’t know the library’s URL
  • Community Events Calendar
  • Link Love
    • ensure that your library has a presence on local websites
      • schools
      • adult education centers
      • community groups
      • local book stores
      • Find out who’s linking to your site
  • Wikipedia
    • list the library in Wikipedia on the appropropriate town/country entries
    • use the external links feature to direct users to library website, resources, info
  • iGoogle Gadgets
    • create a search gadget for the catalog
    • users can add the gadget to their opening iGoogle page (could be popular with regular library users, students)
  • Blog search engines
    • make sure library blogs are listed in blog search engines
      • Feed Submitter submits feed to multiple sites so that it gets listed in several places
      • Robin Good’s list of where to submit blog and feed to get it promoted and listed in appropriate directories2
  • Geographic Blog Search Engines
    • Frappr
    • FeedMap
    • Blogwise (appears to be nonexistent as of this writing… domain name for sale)
    • gFeedMap
  • Social Review Websites
    • to see what are users saying about the library
    • allows library staff to respond to user feedback, questions, etc.
    • responses should be written as if they’re coming from a person, not an institution
  • Social Networking Sites
  • WiFi Directories
  • Local blogs and forums
  • Expert sites
  • Email and RSS subscriptions
    • newsletter software ($)
    • get email addresses fromo ILS (depends on phrasing of Borrower’s Agreement)
    • use paper signups and promotion
  • Virtual reality connections
    • library users spend a lot of time in these spaces… they may even be addicted!
    • ask users if they frequently visit virtual spaces. If they don’t, it’s probably not time to set up a presence there.
      • World of Warcraft
  • Instant Messaging
    • still a primary form of communication for many people
    • free, easy, huge RO
    • free!
    • not longer a “cool new service”
    • has permeated the market
    • advertise with business cards that list all IM identities
  • Text Messaging
    • cell phones and SMS are more popular than ever
    • offer circulation notices and reference services ($)
  • Interactive website
    • make site interactive rather than static.
      • library card registration
      • sharing of opinions about library services
      • ratings and reviews
      • user online library identify
  • Audio and video content
  • Twitter

Interaction: BE REAL!

  • initial entry should be slow and gentle… observe the conversation first
  • identify yourself as a library staff member
  • don’t intrude, but be available
  • have authentic interactions
  • don’t be heavy handed
  • show what you know

A man, a plan, a library!

  • Develop online marketing plan with a budget of dollars and staff hours
  • Start with the easy things that you only have to do once
  • Move on to the things that require ongoing maintenance

From the floor:

  • Have a great website to drive people to. Sending people to a poorly designed website is worse than not being there at all.
  1. Chicago, New York, Boston, Los Angeles, Miami, San Francisco []
  2. Robin Good’s site has some great stuff! []
  3. for Windows []

2 Responses to “CIL2008: Online Outreach for Successful Digital Marketing”

  1. SEO is actually easy and your tips will surely help any Imer. Definitely bookmarked.

  2. adwordsvouchers are slightly hard to come by. Do you know where I can get some discounts?

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