ultimate guide to successful digital promotion
TRANSCRIPT
Ultimate Guide to Successful Digital Promotion
Ultimate Guide to Successful Digital Promotion
SLIDESHARE.NET/DEE987
AgendaEffective Social Media PromotionCreating Digital AdsEmail MarketingWebsite tips and tricks to improve usage and user satisfactionCreating a Digital Marketing Plan
EFFECTIVE SOCIAL MEDIA
Why do people connect with libraries?Image Pixabay
What % of your users are only digital users or run in & out users? How do we connect and make them superusers (and advocates) Entertain Educate Promote Community Show behind the curtain Showcase the library
We have always sorted through the content and selected the best for our users where magazines, books, CD, databases and now the WWW
Goals of Social Media: Build our
5
QUESTIONS TO ASK YOURSELF?What are my objectives on social media?How will I measure success?What is success?
6
SOCIAL MEDIA PLATFORMS & STRATEGIESFacebookTwitterInstagramSnapchatLinkedInGoogle+Icons from Iconfinder
WHOS USING WHAT?
Chat: SmartInsights
Breakdown and Full Infographic @ Adweek
WHO?General AudienceCross DemographicsBUT. Know your own via Insights
Breakdown and Full Infographic @ Adweek
Top Tips for FacebookPosting an article- give your reasoningCasual images that show partial body shots like hands and feet are associated with higher Facebook likes. (SocialExaminer)Pictures & Video are kingReply to comments
Add filters & write on photos
FACEBOOK ADSOrganic Reach on average 2.6%Easily control budgetTip: The narrower the audience, the more effectiveMore: Hubspot
WHAT WORKS FOR YOU ON FACEBOOK?
Image
Top Tips For TwitterFollow BackLink back to your website@/# - use themConsistencyTwitter is a conversation reply timelyFind your voice: Give your brand personalityLive Tweet events
Do: Reply to comments, retweets & other social media contacts
Repeat Tweets
What are your twitter Tips?
image
#GOODHASHTAGSMAKEADIFFERENCE
Image: FrontMan MarketingMore tips SocialMedia Weekthiswoudnotbeagoodhashtag##befun with hashtags#search hashtags#hashtags make easy contests#jointheconversation your users are already having#spam = irrelevant hashtags
https://www.youtube.com/watch?v=57dzaMaouXA
Infographics: Adweek; Pew Research
Facts & Figures
18-2425-3435-4455-6445-54
That said, Instagram has edged out Facebook and Twitter in terms ofprestige among young users.U.S. teens now describe Instagram as "most important," while Facebook and Twitter lost ground on this measure, according toPiper Jaffray's twice yearly teen survey. The survey also found that 83% of U.S. teens in wealthy households were on Instagram. http://www.businessinsider.com/social-media-demographics-stats-2015-126
Top Tips for InstagramAdd Contrast & WarmthFocus on FacesHashtags!!! Use up to 5.Post ONCE dailyInteract with others: Its a community
Source: MakeUseOfInstagram
So what filter? Clarendon #nofilter (especially for selfies) Valencia for natureSource: http://tinyurl.com/jlqwlcz Image: http://tinyurl.com/zls2l5m
Why? Clarendon is a solid, all-purpose filter that deepens shadows and makes colors more intense. It offers a subtle touch-up that brightens photos without making them look garish.
The popularity of the Normal option should come as no surprise. On social media, authenticity can be a rare commodity. Refusing to apply a filter, and making that refusal known by adding a #nofilter tag, communicates realness.
Valencia. It's the most popular filter for nature images, generating an average of 121 likes per post.28
What are your Instagram Tips?
Image
Connect to: Small Business OwnersEntrepreneursJob Seekers
Infographic: SproutSocial
LinkedIn: Networking, sharing expertise, leverage individual employee knowledge by answering questions & expressing our expertiseLinkedIn is actually more popular than Twitter among U.S. adults.LinkedIn's core demographic are those aged between 30 and 49, i.e. those in the prime of their career-rising years. Not surprisingly,LinkedIn also has a pronounced skew toward well-educated users. Twitter has begun to lean worryingly toward male users, whereas previously it was a more gender-balanced social network. Pew found that 22% of men use Twitter, while only 15% of women do. YouTube reaches more adults aged 18 to 34 than any single cable TV network.Nearly half of people in this age group visited YouTube between December 2013 and February 2014, according to Nielsen. It was rated by millennials as the top place to watch content, ahead of digital and TV properties like Facebook and ESPN. Snapchat is the youngest social network of all.More than six out of 10 Snapchat users are in the 18-to-24 age group, compared to 28% of Instagram users, according to asurvey by Informate.
http://www.businessinsider.com/social-media-demographics-stats-2015-130
GOOGLE+Posts integrate well with Google searches
Infographic: SproutSocial
SNAPCHATReach Teens and Tweens
Infographic: SproutSocial
TIPSCreate A Story for followersHave FunCreate teasers of events/books
MANAGE MULTIPLE SOCIAL MEDIAHOOTSUITEBUFFER
Overall TipsConsistentPost RegularlyBe AvailableReply, LikeTake time & post good stuff
Image Cristina012 Deviant ArtMore Tips -- PopSugar
CONTENT CURATION
Image from Pixabay
How much?
Collecting ContentPinterestFlipboard/FeedlyScoop.itPaper.liReading Room (great FB follow)Buzzfeed (QUIZZES!)Flavorwire (LISTS)Bookriot.comThis is Colossal
38
Creating your Own Repository EvernotePocketDelicious
Evernote great for working with small group or self. Evernote Clipper is a mustPocket easiest, super visual, easy to find but no sharing/collaboration, browser plugin a mustDelicious Can make public as well not visual at all, browser plugin a must no collaboration
39
Verify before you share
Snopeshttp://www.factcheck.org/
Do stay relevant to your audience
DO: have personality youre not a machine
Make a post go Further
Taking a post furtherTaggingGenerating comments and sharesCross-Promote with other pagesShorter posts Posts with emoticons get 33% more comments, they also get shared 33% more often.
Sources: http://goo.gl/AI8xTY
44
Who can you cross promote with?
departments on college campusesChambersNonprofitsOther librariesAnyone who follows you
45
ActivityHow do we make this post more viral?
46
What Works?
Did you know?Posts with visuals receive 94% more page visits and engagement than those without.Keep images clean and emotionally relevant
47
Visual is QueenFacts @ Visual Marketing*: Brain processes visual information 60,000x fasterVisual content makes up 93% of communication. Generate up to 94% more views 37% increase in engagement 40% of users online will provide more favorable responses visual rather than text-based content.Source: HubSpot http://goo.gl/W4fbTw
Rule of thumb Decide: Emotion and Goal Create multiple (3-5) images Walk away Revisit and decide immediatelyhttps://goo.gl/osH4bW
CREATING DIGITAL ADS
CANVA https://www.canva.com/
CREATIVE MARKET
BEFUNKY
PLACEIThttps://placeit.net/
TAGUL
Pikachu
InfographicsInfographic: http://www.easel.ly/viewEasel/342930 Create your own: Easel.lyhttps://infogr.am/Piktochart
Creating Video
VineInstagramLensoo CreateSnapchat
Contests and Calls for content
Images: Bookface, #caughtreading #ireadeverywhere
FINDING IMAGES
YOUR OWN
PIXABAYhttps://pixabay.com/
MORE GREAT SITESCupcakeDeath to Stock PhotoUnsplashStock UpCreative CommonsFlickrImage: UnSplashEVEN MORE GREAT SITES
Historic PhotosLibrary of CongressLocal History OrganizationsFlorida MemoryHCPLC Burgert Brothers
Image: Florida Memory
FREE PHOTO EDITING/ENHANCINGGoogle NikCollection* PicmonkeyBeFunkyPixlr
*=Download
TIPS FOR DIGITAL ADSImages should speak to your intended audienceShould convey meaning without wordsPhotos should pop Should include peopleImages should have a clear focusMore Tips and more tips
CHOOSING COLORSFinding your palette: http://paletton.com/ Finding the color code: Browser Plugin: Color Picker
More In-depth Articles: HelpscoutThoughts to considerIsolation EffectPsychology of Color
FONTSInfographic Source: Creative Market
MOVING PAST ARIAL: FREE FONTSDaFontFont SquirrelFont SpringGoogle FontsMore
Rule of thumb Decide: Emotion and Goal Create multiple (3-5) images Walk away Revisit and decide immediatelyhttps://goo.gl/osH4bW
ACTIVITY:CREATING AN AD USING POWER POINT
EMAIL MARKETING
WHY EMAIL?
BENEFITS TO EMAIL MARKETINGReach users on mobileEasy way to reach usersSocial Media can be hit and missCan be highly personalized to the userIts inexpensive Easy way to spread the wordMore at: http://goo.gl/8EaPw6
SERVICESMailchimpConstant ContactMad MimiCampaignerVertical Response (Free up to 1000 contacts)
Handy Chart Comparing Services: http://goo.gl/O4w28L
MailchimpTemplatesSave and Reuse Campaigns2,000 subscribers for freeReportingAsynchronous SupportA/B TestingGreat Article Comparing MailChimp & Constant Contact: http://goo.gl/p0AJJn
Tour MailChimpManaging SubscribersGroupsCreating a CampaignManaging a CampaignIntegrationsStatistics
123456Tip: Pictures make the email. Make the image count
Almost always needs edits
Connect your campaign to social Media
Happy??Save and come back laterSend a Test. Preview on:DesktopMore than 1 browserDifferent Email ServicesMobileTabletSchedule for optimal time
HOW TO DEVELOP EMAIL MARKETING LISTS
COLLECTING EMAILNew UsersProgram AttendeesSign Up SheetsWebsite/CatalogSignature Line of out-going emailsInclude forward-to-a-friend linksAsk at the end of transactions (WOMM)
Where else can you collect email addresses?More ideas: http://goo.gl/2VEqjk
Collecting via the WebUse a Pop-Up/Form on your site: SumoMe, BloomEmbed code-snippet from your email marketing softwareUse Call to Actions in Social MediaAdd Mailchimp Code Snippets: http://goo.gl/YGrfqX Image: http://tinyurl.com/znyh565
TYPES OF EMAIL CAMPAIGNS
WELCOME EMAIL: FIRST IMPRESSIONS COUNTWhat would you include @your library?
NEWSLETTERS
Tip! Newsletters should be 90% educational, 10% promotional- Source HubSpot
What would you include @your library?
DEDICATED EMAILS
What would you include @your library?
TRANSACTIONAL EMAILS
More on types http://goo.gl/RAzdsF What would you include @your library?
Increase Circulation & Bring Back Users After a year, you go to inactive status and begin getting emails saying the library misses youCreate welcome & feature emailsFull Story: http://goo.gl/wJtcKZ
90% EDUCATIONAL10% PROMOTIONAL
More @ http://goo.gl/HMKZfY
HAVE ONE PRIMARY CTA
HAVE A CONSISTENT LOOK & FEEL
Before you send AskSO WHAT? Why does this matter to your user? Why should it?
ProofreadProofread Proofread
BE USEFUL...IT IS WHAT WE DO
3 KEYS TO A GREAT FIRST IMPRESSION:Subject LineEmail PreviewCall to Action
Creating Effective Templates
REMEMBER: VISUAL & VIDEO RULE THE DAY
THINK MOBILEBE CLEARBE CONCISE VisualOne ColumnUse Preview Mode when developing
Personalize EmailsAdd Peoples First Name (using a merge field)Use GroupsCreate a personal tone/voice
VIDEO73% of consumers are more likely to make a purchase after viewing an online video 96% of consumers find video useful when buying online.By 2017, video will account for 69% of all consumer internet trafficIf a picture paints 1,000 words thenone minute of video is worth 1.8 million, so say Forrester's researchers.Sources: http://goo.gl/QJ4QFr http://goo.gl/qNb2kk
Statistics
What numbers to Follow?ITS EFFECTIVEOpen Rate (Ave. 30-35%)Click Rate (Ave. 6-7%)SubscribersForward Rate
ITS NOT WORKINGUnsubscribesBounces (ave under 5%)
Advanced Statistics
Avoiding the SPAM FOLDER
Use real Contact Information
COMPLETE THE FOOTER FIELDS
AVOIDTRIGGER WORDSSource: Hubspot
KEEP A HEALTHY LIST
pruned every 6 months, toremove the subscriberswho aren't interacting with your content.Include a Update Your Profile link in every email: Update Email Address/Interests
Source/More: http://goo.gl/SWgfqa
WHAT TIPS/TRICKS WOULD YOU ADD?
WEBSITE TIPS & TRICKS
MOBILE USERS
MOBILE ACCESSRESPONSIVEALL CONTENT FROM FULL SITEOPTION FOR DESKTOPCONCISE
USING GOOGLE ANALYTICS
Article and Image: Vertical Response
TIPS & TRICKSFRONT PAGE LINKSCONTACT INFOREVIEW SEARCHUPDATE REGULARLY
UX IS A CONSTANT PROCESSUSABILITY TESTINGCARD SORTINGA/B TESTING
WHAT TIPS/TRICKS WOULD YOU ADD?
CREATING A PLAN
WHEN TO POST/EMAIL
Timing Emails
When should you send email?But also consider Wednesday & maybe SundaySkip Monday & maybe FridayTUESDAY & THURSDAY ARE THE MOST POPULAR
How many emails?Between 1@week and [email protected] sweet spot? Sixteen to thirty email campaigns a month.Sources: http://goo.gl/OIiBZg http://goo.gl/VNWbZe
Timing: EMAILS
Most subscribers read your email thesame day they receive it. Most of them read itwithin the first 60 minutes, After 24 hour, the percent is close to zero. For events send 2 one 3-5 days out and a second the dayhttp://goo.gl/iM4LVS http://goo.gl/PRxDEP
TIMING SOCIAL MEDIA
Infographic at QuickSproutAdditional Info FastCompany
Posting to Facebook between 1 p.m. and 4 p.m. results in the highest average click through rates. These numbers peak around 3 p.m. and hit rock bottom on weekends, before 8 a.m., and after 8 p.m. when people presumably have better things to do.
127
Infographic at QuickSproutAdditional Info FastCompany
181% more likely to use Twitter during their commute, 119% more likely to use Twitter during work or school hours
SCHEDULE TWEETS FOR LUNCHTIMETons of people are checking in on the Twittersphere around lunchtime, with peak posting days falling between Monday and Thursday. But once 3 p.m. on Friday rolls around, people have officially checked out.
128
Infographic at QuickSproutAdditional Info FastCompany
PINTEREST IS FOR DAYDREAMING (AND WEEKENDS)Pinterest users are checking out home organization hacks, delicious recipes, and dream purchases more on the weekends, especially first thing on Saturday. And it looks like their willpower is strong during work hours, since this is the worst time to share on Pinterest.More of the site's users engage with brands and retailers than Facebook's. So what makes Pinterest quite possibly the best selling engine ever devised? CEO Ben Silbermannhas some thoughts.TUMBLR IS FOR NIGHT OWLSTumblr users are more of the night-owl variety. Some of the best times to post are between 7 p.m. and 10 p.m. Post anytime before 4 p.m. if all you want is crickets.GOOGLE+ USERS CHECK IN FIRST THING IN THE MORNINGUnlike Tumblr, Google+ users are early birds. The most engagement comes from content that is posted first thing in the morning.One consideration worth noting when scheduling your content is how different time zones could play into your timing. It might be worthwhile to base your post timing decisions on what time zone your largest demographic falls into.
129
CREATING A PLAN
PLANNING THE MESSAGE
TIPS AND TRICKSPlan Monthly/Post RegularlyMessages should vary and be individualized to the media Overall message should have consistencyHave goalsIdentify programs to feature
CREATING A TEAM
There should be a team leaderThere should be a shared password documentFacebook should have more than one administratorSM needs to be integrated into work plansTIPS AND TRICKS
Schedule should include: Promotional Posts Curated Content Pictures/Video Who, When, and Where Hashtags Manage schedule in calendar or shared doc
Templates and ideas:http://goo.gl/BULFdphttps://goo.gl/zjeVaVhttp://goo.gl/2HLCMZ
135
RESOURCES TO HELPIFTTT: Create Recipes to manage social mediaMAILCHIMPBUFFERHOOTSUITE
WHAT TIPS/TRICKS WOULD YOU ADD?
QUESTIONS
WHAT IS YOUR BIG TAKE AWAY?
CONTACT INFORMATIONDiana SilveiraNovare Library [email protected] novarelibrary.com