Presentation by Karen Lemke and PC Sweeney on marketing and outreach with a focus on signage, direct mail, email, and Facebook.
For speaking engagements please contact PC Sweeney at http://pcsweeney.com/speaking-at-your-event/
4. MARKETING:
the activities that are involved in making people aware of a company's
products, making sure that the products are available to be bought,
etc.
-Merriam-Webster Dictionary
48. Best
Practices?
What is your one “Go To”
Marketing/Outreach idea?
Which stakeholders do you
always make sure to reach?
49. How to you deal with
failure?
“Too Many Cooks?”
Worst Practices
Hinweis der Redaktion
Political campaigns, super PACs, in practice in our library, candidate training
Campaign Messaging
Surfacing
Why that fits with library – community organizing, you’re trying to get people to take action, rally around a your organization
Saturation rates, different uses, different data collection,
These are not separate activities – they rely on each other and reinforce each other’s message
Look at these two things as part of a holistic approach to digital marketing
Focus on targeting- We don’t talk enough about how important targeting is. Don’t tell people who like
Cost – time vs money
The way it’s shared and interacted with
Reach
Data in FB is built for you but you have to build data around email
Better data (insights) for FB
With a big enough email list and a platform to send them from you can change the world
Always ask for emails at every contact point
In the near future, with the most recent website platforms, your email list is going to be key to fully utilizing it.
Until that switch to a new platform happens, find a platform
Mailchimp or constant contact
Do not send them from your email account
These platforms for design for HTML emails and converts them to text for you
Good writing is good writing
Intriguing subject lines
Writing for the web- bullets, pictures, fun, plenty of white space
The better your email list is managed and separated by interest, age group, etc… If you want crossover, you can usually send to multiple lists by checking boxes
Everyone on your lists should receive an email at least once a week, but preferably around 1-3 emails per week averaging 2 a week
Why? You’re telling a story and bringing them along and keeping them engaged
Never get into the habit of sending one newsletter per month.
Best results around 3-7 days before an event
You can import your email contacts into Facebook
Encourage people to sign up for your email list via FB
Use FB to build up your email list and email to build up your FB
You want to be able to contact people as often as possible. It can take 10-12 contacts before someone takes action, having them captured on both will help increase number of contacts
While email is the backbone of your digital strategy, FB serves another need.
People use this completely differently
Its more social
More fun
Information finds them, they don’t come to your page to find out what you posted recently- don’t expect them to. You have to get to them
This is a good thing.
It’s cheap – For communities under 10k people with FB accounts, spend about 10-15 dollars per week. For larger communities about $1 for every thousand to 1500 in your community.
Ensures that mostly those in your community see your ads
Ensures that the RIGHT people in your community see your ad
NEVER pay for likes, always pay for content
With boosted posts, likes won’t matter. You will put content in front of people in your community whether they like it or not
If you are relying on likes only- They can come from a wide range geographically,
FB only shows your posts to a very small percentage of those who like your page
if your community is 50k or less and EVERYONE (which never happens) in your community likes your page, only about 4-500 will see your ads.
Fun, funny, informative in a less formal style
Use library drop box to find content
Post in the morning – likes will keep it in the feed all day
The data on the success rates of direct mail is pretty low unless the mailor is really good. but PACs and election campaigns LOVE direct mail and there’s no reason we shouldn’t get in to it. It is more expensive, and
Using a to z database or reference USA you can find everyone who moved into your community and invite them to get a card and free gift
Send postcards to identified households without library cards
Save money and get a higher ROI with A/B testing by doing a couple of small spends before a big spend