Conducted part of the "Marketing Your Library" workshop, organised in conjunction with the "Conference on GenNext Libraries 2012" at the Universiti of Brunei Darussalam (UBD), Brunei.

1. Mastering
the Art of
Promotion
Hedren Sum
Universiti
Brunei
Darussalam
Library
11.10.12

2.  Design
 Marketing
 Storytelling
2

3.  Obtain Diploma in Information
Studies in 2007
 Graduated from Singapore
Management University (SMU)
 Freelance designer since 2006
 Worked with NTU Libraries since
2007 as consultant
 Joined NTU Libraries officially as
Assistant New Media Librarian
and Design Librarian
3

4. We are dealing
with a different
type of users
now.
Users
4

5. Meet the
Millennials...
Image source: Cover image from the NTU Magazine, “Hey!” 5

6. “Call them the iPod, Facebook or YouTube generation; this is the
generation that says they can’t live without their smartphones or
laptops. Connectedness is all they know.
Visa research found this group of individuals want to be free to be
themselves; and explore who they are, the world, its different
cultures and their place in it, while staying connected with family
and friends. They value friends but are not influenced by them. They
admit to being ambitious and having big dreams, yet most enjoy the
simple, precious things in life. While defining characteristics can be
drawn from this research, one thing in certain – this is a generation
of individuals who won’t be stereotyped.”
Extracted from “Connecting with the Millenials – A Visa Study” 6

7.  Connected: can’t live without their
smartphones or laptops
 Multi-tasking: “generate” an extra 5
hours on weekdays and 7 hours at weekends
 Creative: use media in the way they want
rather the way it was intended
7

8. Library Users
How can you engage your library
users?
8

9. Is about creating something valuable
and ensuring that this value get
noticed, multiplied and shared.
“made people own”
(According to Jenkins)
9

10. Objectives:
 Understand the abilities of different
media types
_Print
_Digital
_Social
_Mobile
 Know to better leverage on them to
engage users
 Together, explore the opportunities and
challenges faced across different media
10

11. Print
Experience Digital
Users
Activities Social
Mobile
Library Promotion
360°
11

12. Poster
Brochure
Postcard
Print …

13. Print media will still
be here for quite a
while...
13

14. Better to attract people on the move.
Image source: Outdoor poster by Reach 14

15. More “real” and credible.
Image source: NTU Libraries 15

16. Better opportunity for branding.
Image source: Alternative Olympic posters by Sarah Hyndman 16

17. But print media has
its own challenges...
17

18. A0 : 841 X 1189mm A5 : 148 x 210mm
A1 : 594 x 841mm A6 : 105 x 148mm
A2 : 420 x 594mm A7 : 74 x 105mm
A3 : 297 x 420mm A8 : 52 x 74mm
A4 : 210 x 294mm
Space restriction.
18

19. Visibility subject to environment.
Image source: http://whenpigsflyblog.com/2011/05/social-media-never-rests 19

20. Update/scheduling disadvantage.
Image source: http://meganmoments.wordpress.com/2011/01/04/diy-2011-calendar 20

21. “ Each wave of new technology in our
industry forced an improvement of the old.
Each new medium forced its predecessor to
become more creative and relevant to the
consumer. ”
Rupert Murdoch
Chairman and CEO
News Corporation
21

22. 3
seconds
Get
attention
30
seconds
Secure Respond
attention to action
22

23. Users choose when and where to read.
 Focus is key
 Providing the right information at the right
time and place
 Packaging and presenting information in
small bites
23

24. Different types of print media have
different uses.
Poster / Banners
Signage
Postcard / Brochure
24

25. Poster / Banner:
Brief and eye-catching
to target audience on
the move.
25

26. Successful Poster Design
26

27. Signage：
Contains symbols,
emblems or words, used
for identification or as
means of providing
directions or warning.
27

28. Postcard / Brochure:
Mainly distributed to provide
more detailed information.
28

29. 1
Everyday
objects.
29

30. User-centric
design:
 Practical
 Useful
 Simple
30

31. 365日 Charming Everyday Things
One object per day in 365 days, this exhibition presents the
everyday objects that accompanied them.
31

32. Bringing the
beautiful things
out from the
library collections
and integrate
them into their
everyday life.
Image source: Paul Lowry on Flickr 32

33. 2
Present content in
a more interesting
manner.
33

34. Clear
Successful
Print
Media
Concise Relevant
34

35. Thinking back…
 Attracting your target
audience
 Delivering the message
 Creating visual impact
35

36. Common mistakes
 Too much text and information
 Missing crucial information
 Incorrect or misleading visuals
 Hard to read text
 Consistency with other peripherals
36

37. Video /
animation
…
Digital
37

38. Have a clear process:
Strategy
Storyboard
Prepare Design Compile Evaluate
Script
1 2 3 4 5
Project Management
Evaluate
38

39. Prepare
1
 Identify the main message or focus
 Define and understand your target
audience
 Consider output requirements
39

40. Storyboard
Script
2
 Determine the “text”
 Visualise content flow
40

41. Design
3
 Create visual elements
 Create movements and interactions
 Choosing audio and sound effects
41

42. Compile
4
 Viewing considerations
42

43. Evaluate
5
 Thinking back…
43

44. Thinking back…



44

45. Other types of
digital media
 Web banners
 Interactive panels
 LCD Screens
45

46. Good content is still not
good enough. It needs to
ignite or simulate
conversations.
Helping people to converse is
as important as giving them
something of value.
46

47. Blogs
Facebook
Twitter
YouTube
Social
47

48. … part of life.
48

49. Essentially,
Social Media is still
about conversations
among people.
49

50. “ Build your audience just as you would in real
life - by being a real person.”
Cindy Au
Director of Community
Kickstarter, Inc.
50

51. Know your Users.
 Who is the audience that you
want to attract?
 What are they interested in?
 Who are their influencers?
Image Source: “DNA” symbol by Darrin Higgins, from
thenounproject.com collection.
51

52. Have a voice.
 Posts don’t necessarily need to
be formal
 Posting times are important.
 Use proper grammar, spelling
and syntax.
Image Source: “Announcement” symbol by Olivier Guin, from
thenounproject.com collection.
52

53. Listen.
 Measure – What works and
what don’t?
 What is the community talking
about?
53

54. Key social media platforms used by
NTU Libraries:
Blogs Facebook Twitter YouTube
1 2 3 4
54

55. Blogs
1
As part of Blogs@NTU, NTU Libraries has
leveraged on the WordPress platform to
deliver information relating to resources
and services on specific libraries, various
subject areas and exhibitions.
55

56.  Meaningful
 Accuracy
 Transparency
0
 Ethics
 Timeliness
 Integrity
56

57. 5,183,700
Singapore Population
3,658,400 Facebook
@ntu.library
Internet users in Singapore
2
2,793,040
Facebook users in Singapore
19,460
Set “Nanyang Technology University”
as their interests, activities and
education on their Facebook profiles
3,575
“like” NTU Library Facebook page
57

58. 58

59. Categories of Library Facebook Posts
(NTU Libraries VS Average of Asia-Pacific University Libraries)
56%
48%
NTU Libraries
Asia-Pacific University
Libraries (Average)
17% 16% 16% 16%
10% 9%
6% 6%
4% 3%
2% 2%
Promotion Interests Announcements News Activities Support Feedback
59

60. EdgeRank – Facebook’s Newsfeed Algorithm
Affinity Weight Time
score between for this edge decay factor
viewing user and type (create, based on how
edge creator comment, like, long ago the
tag, etc.) edge was
created
60

61. Hierarchy of Weight Importance
1. Photos/Videos
2. Links
3. Status Updates
More views incite more interactions
61

62.  Post more visual content
– Event Photos
– Cartoons
– Memes
 Share more content with
viral potential
– Interesting news / videos
– Trends
– Buzz around holidays or
events
62

63. Instant
updates
Twitter
Interesting @NTULibraries
Facts
3
Feedback
“Live”
event New
resources
770 Tweets
tweets
Announcements
450 Followers
Conversations
63

64. 64

65. Real-time
interactions
65

66. 140
Characters Limit
66

67. @reply #hashtags
To direct reply To tag tweets or
to another topics with
user keywords
67

68. YouTube
@TheNTULibraries
4
Managed by the Instructional Services
Division, the main purpose NTU Libraries
YouTube channel is to leverage on videos to
educate users on using the library resources.
68

69. 69

70. ? ? ? ?
Video Publishing Real-time Snapshot of
content space content happenings
70

71. Meeting
Place
Image source: davidking on Flickr 71

72. Meeting
Place
Keep
Generating Learning
connected
buzz from users
with users
72

73. QR Codes
HTML5
Mobile
73

74. ... part of life, regardless of
time and place (and space).
Image source: moowelo.com 74

75. Image source: ekelly80 on Flickr 75

76. 5.98billion
Mobile users worldwide
490million
Worldwide smartphone sales in 2011
982million
Estimated worldwide smartphone sales
in 2015
50million
Worldwide who have a mobile phone but
do not have electricity at home
76

77. Time spent on mobile phones (per day)
40
30
Average
Time 20
Spent
10
0
0 10 20 30 40 50 60
% of users
9% spend an 32% spend an 59% spend an
average of average of average of
7 minutes on 27 minutes on 40 minutes on
email communication the Internet
77

78. Smartphone:
 Not only used for
calling anymore…
Image source: etsy.com 78

79. 79

80. When is your mobile being used?
98% 89% 79% 74% 64%
At home On the go While At On public
shopping work transport
10.9billion
apps downloaded
80

81. How is mobile being used?
81% Browse 77% Search
(Social networking, (Seeking information
surfing) primarily using search
engines)
 Social networking  71% of mobile search
accounted for 50% of all happen when users are
page views in 2011 following up on a tv, online or
printed advertisement
 More than 425 million
mobile users in Dec 2011  1 in 7 searches made via
alone mobile
 200 million mobile video  95% have looked for local
playbacks everyday on information
YouTube
81

82. Print
Digital
Social
82

83.  QR Codes
83

84. What are QR Codes?
 Known as Quick Response Codes
 A type of 2-dimensional matrix
barcode
 Developed back in 1994 by
Denso Wave, a subsidiary of the
Toyota Group, to scan automotive
component part inventory
84

85. Connect
To access web URLs, emails and contact information
directly
Events
To view details or register for events directly
Information
To view additional information on services, resources
and exhibitions
Share
To share information directly to social profiles such as
Facebook and Twitter
85

86.  HTML5
86

87.  The Web Yesterday
Image source: rgbstock.com 87

88.  The Web Today
Image source: rgbstock.com 88

89.  The Web Today
Image source: johnpolacek.github.com 89

90.  The Web Tomorrow
90

91. HTML5 CSS3 JavaScript
Blog Website
Themes Builders
Image source: HTML5, CSS3 and JavaScript logos edited from various sources 91

92. Print  Provides intended
message
 Attract moving
Experience Digital audience
Users  Build relationships
 Obtain virality
Activities Social
 Providing the right
resources/services
Mobile at the right place
and time
92

93. Promotion is not an
end-product or a
destination, but rather
is about creativity and
process.
Creating
Value
93

94. We will need to
stop fighting of
every idea, and
start finding
solutions.
The question is
not if this will
work but rather
why it might
work
- Helge Tennø
Image source: Landahlauts on Flickr 94

95. Never be afraid to
experiment and
explore new things.
Sometimes it is
just the mistakes
you made that
make you better in
what you do.
Image source: Hedren Sum 95

96. Thank You.
Hedren Sum
hedrensum@ntu.edu.sg
hedren
hedrensum
SpreeCity.me/blog
96