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CIL2008: Online Outreach for Successful Digital Marketing

Posted on April 9th, 2008 by ruth

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 [↩]

Filed under: CIL2008, conference notes, library 2.0, marketing and outreach, social software, web resources

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

  1. Laverne Levene, on May 31st, 2010 at 3:54pm Said:

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

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