Archive for the ‘Marketing Training’ Category

The New Jersey State Library is pleased to bring an innovative marketing webcast series to our library community. We are partnering with OrangeBoy, Inc. to offer a four-part marketing series to provide hands-on guidance to acquire new cardholders, meet cardholder and community needs, and align services and programs with mission-critical goals. In this era of belt-tightening and decreased resources, the workshops will identify ways we can use marketing techniques to strengthen our value to the communities we serve.

Effective Market Research Techniques
February 24, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/972601954

Behind every great marketing effort lies a robust research component that allows organizations to make decisions based on data instead of instinct. This session will cover the following topics:

-Defining research goals

-Primary research vs. secondary research techniques

-Qualitative vs. quantitative techniques

-Survey design and analysis

-Sharing research results across the organization and your community

-How to apply research efforts to organizational goals and initiatives

Session 2: Customer Segmentation
March 24, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/355902995
Session Two builds upon the first session by provided a detailed way to assess and size your library service area, with a particular focus of community members who are existing library users. If you know who is using the library and how they are using it, you can tailor facilities, collections and programs to their needs and prioritize the audiences that directly align with mission-critical goals. The webcast covers the following topics:

-Defining customer segmentation

-Sizing and assessing your library service area

-Segmentation tools and techniques

-Examples of how libraries are using this information to manage collections, design facilities, align programs and services, and target marketing and communication efforts

Session 3:Product and Service Development
April 14, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/151054891

Financial and human resources are limited, and in some cases, shrinking for many libraries. This session provides a framework to assess, manage, enhance and add programs and services to serve targeted audiences most effectively. This approach provides libraries the ability to dedicate resources toward efforts that align with mission-critical goals and deliver community impact. Session topics include:

-Benefits of building a structured product and service development process

-Tips for evaluating existing programs and services

-How to “sunset” or end programs and services that no longer align with library priorities

-New product development tips and techniques

Session 4: Case Study – Bringing it All Together
May 26, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/756935931

The final session ties the three previous sessions together with a case study that centers on the question “What type of job help services would best serve my library to its full advantage?” The session will cover:

-Primary and secondary market research techniques used to size the potential market of job seekers

-Segment and prioritize the market to determine different needs of job seekers

-Assess current offerings and determine gaps based on needs

-Define new offerings and build roll out plan

Presenter: Sandra Swanson
Sandra Swanson is principal and chief operating officer of OrangeBoy, Inc., a research and analytics firm headquartered in Columbus, with offices in Portland. One of OrangeBoy’s key library clients includes the Columbus Metropolitan Library (CML), Library Journal’s 2010 Library of the Year. Sandra works closely with Alison Circle, CML marketing director and author of The Bubble Room, a library marketing blog on Library Journal. OrangeBoy played an instrumental role in helping CML identify and prioritize customer segments based on library behaviors and uses. CML used this information to formulate its strategic plan and guide the organization for the past five years.

In addition to its work with CML, OrangeBoy’s partial library client list includes Santa Clara County Library, the Public Library of Cincinnati and Hamilton County, Multhomah County Library, and Cuyahoga County Library. OrangeBoy has presented at the Public Library Association, California Library Association, Ohio Library Council, The Library Journal Director’s Summit, and numerous library boards, management teams and staff training sessions.

Prior to joining the firm in 2001, Sandra worked as a product manager for LEXIS-NEXIS, where she developed one of the company’s first Windows-based search products for end users. Sandra received her MBA from Capital University and a B.A. in Communications from The Ohio State University.


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It’s 2009 … and America has gone mobile! In the presidential election last fall, more than 3 million people opted in to receive updates from Barack Obama’s campaign on their cell phones. There are now more cell phones in the U.S. than cable televisions or PCs. And each month, Americans send more text messages on their mobile phones than place calls.

As librarians, we are in a unique position to capitalize on this technology. Why? Because among the fastest-growing users of text messaging technology, are our library customers, including teenagers, minorities and moms. We see text messaging as a cost-effective, immediate technology that can quickly communicate vital library information, alerts, special events and community promotions. Beginning May 1, we have partnered with Gold Mobile, New Jersey’s largest mobile marketing company, to create the “mLibraries” pilot program. This is the first of its kind in the U.S. – and the State Library is looking for 4 New Jersey libraries to test pilot this new technology to help us determine what works best and what doesn’t for libraries.

Each library will receive a free account for six months and will be assigned the leading mobile strategist with Gold Group, Jeff Greene, to develop a marketing plan designed to meet your library’s specific goals to reach teens and Gen Y parents. The account will provide libraries with a command center platform that will provide the ability to use exclusive mobile keywords; send and receive text and email messages; and track, report and archive messages. At the end of six months each library will create an evaluative report to the New Jersey State Library and be used to help other libraries interested in utilizing this cutting edge technology to promote their services.

In order to get a representative of different types of libraries we are looking for one small stand-alone, one large stand-alone, one urban and one system library.

Any library interested in participating in this pilot program should send the following responses to Nancy Dowd, NJSL Director of Marketing by May 22, 2009: ndowd@njstatelib.org

2009 Mobile Marketing Pilot Grant Application (word doc)

2009 NJSL Mobile Marketing Pilot Program Application

The libraries that will benefit the most from this program would have the following. Please include a brief description of how your library qualifies for each item and sum it all up in a 140 character or less message that tells us why your library is the best fit for this program.

1. Have an active mailing list to reach your members directly through traditional mail, email or other medium

2. Have a strong Teen/ YA program
3. Conduct a lot of programs for young adults and children
4. Are open to creative promotional ideas
5. Willing to allocate some of your marketing resources to promote the campaign
6. Are comfortable with mobile phones
7. Are excited about the possibilities of mobile marketing
8. Are looking to reach a diverse group of parents including African American and Hispanic

9. My library would be the best fit for this pilot because: (140 characters or less)
Contact Person: Phone/Email:
Deadline: May 22, 2009
Please email your application to Nancy Dowd, NJSL Director of Marketing at ndowd@njstatelib.org.

Mobile Marketing Committee:
Nancy Dowd, Director of Marketing
David Lisa, Urban Libraries and Adult Services Project Specialist
Sharon Rawlins, Youth Services Consultant

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The deadline for the Digital Story contest is coming up on June 1. Step-by-step instructions and a video on how to use Photo Story 3 are posted on the “How to Use Photo Story 3” page above.

We are looking for stories that demonstrate how your library is transforming lives. The winning library will receive a Door- to Door visit from StoryCorps. This is valued at $5000 and has been donated by Novelist. Second prize is a HD Video camera and the third prize is a Flip video camera.

Don’t delay …. you know how to tell a story, now is the time to create! Questions? Email me- ndowd@njstatelib.org

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Kawasaki blew us all out of the water! Great presentation.

Kawasaki blew us all out of the water! Great presentation.

Wow! I’ll admit that I’d been on the fringe with Twitter- using it for conferences, rolling out special event messages, etc. But after hearing Guy in person, I am totally psyched to use if for marketing! Essentially he believes the best way to market with Twitter is to get lots of people following you and he covered 10 ways to make that happen. Some are a bit entailed but you have to realize he spends his entire day monitoring his sites- something most of will NOT have the time to do.

So here goes:

1.Forget the A List
Use the “bubbling up” philosophy – you don’t know who the best evangelist is going to be for your product. Allow them to find you. You don’t have to ignore the big guys- but they won’t make you, it is the person in the community, the person you don’t know but who loves what you do that will bubble up for you.

2. Defocus- you never know who will carry the banner for you so be open to every possibility.

3. Get lots of followers. Twitter is a numbers game; you need lots of followers so people can bubble up. Guy spent some time arguing his theory over the “Twitter is about relationships” theory.

He explored the question of whether you should you follow everyone who follows you and answered it with a resounding, “Yes!” I loved that he felt it was inherently arrogant of someone to think that anyone would want to follow them were not good enough to consider following them. Of course, whenever Guy says something like that there is always that sparkle in his eyes that les you know there’s another piece to what he’s saying. Sure enough, while he may give the courtesy of following everyone, he uses Social Too to allow him to track only the tweets that matter to him. In all fairness he also follows everyone because it enables people to direct message him, In fact he ONLY deals with @ and directs.

• What is the goal and how do you measure what you are doing? Measure how many times you are retweeted. RETWEETIST measures how many retweets you get “Retweeting is the sincerest form of flattery.” So it’s not only the number of followers but also how many times they retweet you. Another tool he mentioned was Twitalizer lists the “most influential people on Twitter”

3. Content
You’re going to love this one. According to Guy the best way to get people to follow you is to create interesting content. But it doesn’t have to be your content, as a matter of fact; he advocates that you find interesting content on the web by using sites like Stumble Upon and Alltop.

His system: He finds a link, goes to Adjix where the link will be shortened, adds a little teaser like, Hey, check out this neat site and Adjix ends it for him. Adjix will even track how many retweets he gets. He says there’s a person for every interesting tweet and proved his point by tweeting about peanut butter. Sure enough in a matter of seconds, it was being retweeted! Of course I think he probably has more success than the average person due to his celebrity but it does make sense of will probably work for us mere mortals in a lesser capacity.

I just signed up this morning and have found it an incredibly easy way to forward all those great articles I’m reading without having to write a long blog post. Love it!!!

4. Monitor what people are saying about you.
Create a dedicated search on Goggle. –He has an ongoing search for guykawasaki or alltop-allyop.com. Want Guy to follow up on your Tweet? He will, try it!

5. Copy what people are doing/best practices
Start at Twibs– tracks what people are doing on Twitter
See what they are doing and copy what they are doing!

Comcast Cares- monitors whatever people says and answers
Libraries could do this very easily- find out what people are saying and offer response.

Jet Blue Airline- it’s not the CEO but is someone at the company –They are promoting short-term sales- deal of the day!

Cirque Las Vegas- keeps up to date information about shows. Another possibility for libraries is to Tweet new titles, programs, etc.

6. Use Twitter Search to find people who are talking about your keywords– this is where you really kick in.
1. Twitter- simple search. “library” ongoing then tweet if you can answer.
2. Advanced search “and” or” miles, within zip code If you are a muffler company and search within 50 miles of zip code great direct marketing. For the best SEO-enter the box ” within x miles”. You can convert 1 out of 10 tweets by using that feature.

7. Get the right tools
1. Tweet Deck: First column all direct messages, 2nd column searches, 3rd search for SEO. Hit magnifier glass; add search then makes another column
LIMITATION- can only be in one account at time- so Guy uses Twirl
TWIRL- monitors 2 accounts- direct messages- monitors search under Alltop subtract retweets.

Narrow focus by subtracting what will give you false results.
Choose not to put all stuff in one account so you don’t burden
Push links verses spam- would prefer Tweetdeck if could use multiple accounts if he could see all responses in one pane.

Tynt- the greatest lie is, ”its only one line of java script” adds to
When people copy your text, it adds a link to the original source. That is a beautiful thing- adds to more traffic, gets content and link.
Tynt tracks how many paragraphs were copies- very useful.

8. Squeeze the trigger on Twitter- the height of squeezing the trigger for Kawasaki is twitterhawk. He says it is a truly interesting thing- can set up searches that automatically create tweets that respond to it. (Yes, it might be a little too Black Hat for most of us but the other limitation it that it costs 5 cents for each sending.

9. Make it easy to share
Alltop- shares this – they create a twit for you. Highly recommends that you have a link so people can share directly to Facebook and twitter.
If you give too many choice I think people get overwhelmed”

Put in an rss feed and account will automatically feed to your twitter.

10. Take the heat if you use twitter as a tool. Kawasaki hinted that he’s been called a certain four-letter word that rhymes with “kick” many times during the presentation. It does make sense because he likes to push the boundaries and for many who like to play the “follow the rules” game, his actions might offend. So Kawasaki has a three-letter response he likes to send those who like to say he’s a scammer or worse… UFM.

It stands for: Un follow me 🙂

Everyone loved him and several times since the talk Twitter has been on overload, which just validates how much on target he might just be.

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Janie Hermann just emailed to let me know about a fantastic program she has booked at Princeton Public Library. If you are even close to Princeton on March 3, 7 pm, try to get over.

Forbes.com’s new media expert Alison Woo, co-author of the book How to Say It: Marketing with New Media: A Guide to Promoting Your Small Business Using Websites, E-Zines, Blogs, and Podcasts (Penguin) is going to be talking on, “Seven Secrets to Boost Any Business, Any Time Using New Media”.

If you have been struggling with which tools you can use to market your library, this hands on session wll help you. Janie says, you’ll leave knowing which online tools are essential for your library; what to say when you talk to your customers using your website, e-zine (online newsletter), blog, podcast, Facebook and LinkedIn pages; and how to find time to do it all. Does it get better than that?

If you are a librarian who works with small businesses, this would be important information you can share with them as well. If you’re going look for me, I’ll have my camera and we can get some shots of us with Alison. 🙂

For more information, visit http://www.newmediamavens.com .

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The Shanachies are coming to New Jersey

This will be an once-in-a-lifetime opportunity for you to hear about the library that aims to be “The most modern library in the world.”

In late 2007, Erik Boekesteijn and Jaap van de Geer, librarians from DOK, the “library concept center” in Delft, Holland, embarked on a tour across the U.S. that built notoriety and soon sent them around the world. They called themselves the Shanachies (storytellers) and their trek was called the ShanachieTour. Since that first tour, the duo has visited libraries and spoken at conferences in Jamaica, around Europe, and across Australia.

In 2008, they published their first book (ShanachieTour: A Library Road Trip Across America) that includes DVD full of videos of those adventures. When they heard how our librarians are working to create compelling stories and to produce digital videos, they agreed to make a stop here on their next U.S. visit.

This event is sure to be inspirational, informational, and lots of fun. Erik and Jaap will be talking about DOK’s Agora project, “the storyboard of your life.” This is an innovative concept where customers create stories about their families that will be displayed on huge screens in the library. Library staff members use DOK’s mobile video studio to help with the production, sending a camera crew to interview relatives and friends, visiting places they lived and worked, helping combine music and art to create a cross-media tribute to a person, a time, and a city. You’ll hear about DOK’s mobile studio, with cameras, sound systems, editing programs, and everything else needed to make documentaries and do videocasts and how it is helping to bring teens to the library.
These lively Dutchmen will be telling their own stories about libraries they have visited and showing some of their videos. They’ll also support New Jersey’s Solving Life’s Problems campaign by answering questions you might be having about your own promotional video projects.

Save the date–you are sure to be inspired!

These European guys have become famous for their unique, entertaining presentations, and this might the only time they ever speak in NJ. In addition to meeting them personally, you’ll also have the chance to buy copies of their ShanachieTour book/DVD movie and get them signed on the spot.
This program is sponsored by the New Jersey State Library and the New Jersey Library Association’s IT Section.

Article about DOK from MLS

The Shanachie Tour

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From Seth’s blog:
“Marketing is telling a story that sticks, that spreads and that changes the way people act. The story you tell is far more important than the way you tell it. Don’t worry so much about being cool, and worry a lot more about resonating your story with my worldview. If you don’t have a story, then a great show isn’t going to help much.

(And yes, every successful organization has a story, even if they’ve never considered running an ad, during the Super Bowl or anywhere else.) Full post here

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