Marketing the Library: How to Achieve Cut-Through Amid a Tsunamis of Marketing Messages
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A presentation delivered to the Public Libraries Western Australia conference in September 2017. Tips on how to market the library in a world where the individual is targeted by up to 10,000 marketing messages every day.
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Marketing the Library: How to Achieve Cut-Through Amid a Tsunamis of Marketing Messages
- 1. Marketing the Library: How to Achieve Cut-Through Amid a Tsunamis of Marketing Messages
- 3. Half the money I spend on advertising is wasted; the trouble is I don't know which half… JOHN WANAMAKER, 1838-1922
- 4. Why it’s so much harder for Marketers today… •Infinite choice of products and services •Cut-throat competition in the marketplace •Saturation of marketing messages •Consumer time/attention constraints •The proliferation of new content ‘channels’ and fragmentation of the audience
- 5. It was so much easier for Don Draper…
- 7. The ‘Old’ Marketing Television, radio and print ‘We advertised last week and sales increased, so it must have worked’ ‘The marketing objective was ‘awareness’ and clearly many people are now aware of us’
- 9. The ‘New’ Marketing More Science, Less Art •Digital advertising •Customer Relationship Management (CRM) •Data-driven marketing, personalisation and marketing automation •‘Big data’, machine learning and artificial intelligence •Harnessing the power of social media •User Experience (UX) design, design thinking, Agile methodologies, customer-centricity •Marketing analytics and attribution
- 10. Marketing Spending Share – Last 6 years • These are US figures • TV advertising spend has been fairly static • Digital advertising has grown 71% • Mobile advertising has grown 2200% • Print advertising is down 33%
- 11. Why such a shift to digital advertising? DIGITAL MEDIA • Contextually-relevant • Targeted • No minimum spend • Only pay on engagement • Make changes anytime • Choose your timing • Enable direct action • Measure your results TRADITIONAL MEDIA • Irrelevant to most • Not very targeted • Expensive • Pay for execution • No changes once placed • In-market for set time • No direct action from ad • Hard to measure! And besides, who reads the paper anymore????
- 12. The ‘New’ Marketing IT MARKETING Bloody creative wankers Bloody nerds The ‘new’ marketing
- 13. WIIFM PRINCIPLE
- 14. What do people want? Top 5 things that people want from businesses, according to the 2017 Sensis Social Media Report: • Discounts • Giveaways • Product information • Invitations to events • Tips and advice
- 15. A methodology for your marketing… • People – who are you seeking to influence? • Objective – what do you want to them to do? • Strategies – how will you move them towards that objective? • Technologies, tactics, techniques and tools – which will you use? • POST is a methodology of Forrester Research People Objective Strategies Technologies, tactics, techniques, tools POST Analysis
- 16. THE PROBLEM IS… We typically start at ‘T’. We don’t really consider the ‘P’, ‘O’, and ‘S’. Starting at ‘T’ doesn’t often work well…
- 17. EXAMPLE… ‘Shit, everybody seems to have a Facebook Page. Let’s drop everything and start a Facebook Page, so that we can keep up with the Joneses’
- 18. * ONE IMPORTANT CAVEAT It’s OK to experiment! You SHOULD dabble with new technologies. Just don’t ‘bet the farm’ before you’ve had really a good think about it….
- 19. PEOPLE – who are we trying to influence? EXAMPLES • Teenagers • Pre-school children • Stay-at-home mums • Working parents • Retirees • FIFO workers • Migrants • Unemployed people People Objective Strategies Technologies, tactics, techniques, tools
- 20. OBJECTIVE(S) – what do we want them to do? EXAMPLES • Visit the library more often • Attend events more frequently • Borrow more physical books • Borrow more eBooks • Transition from physical books to eBooks • Learn about the full scope of library services • Use the library holds system • Improve literacy rates People Objective Strategies Technologies, tactics, techniques, tools
- 21. STRATEGIES – how do we get them moving towards the objective? EXAMPLES • Produce and distribute written content about services • Operate an active event calendar • Publish a weekly newsletter with information about activities • Teach people how to use library services in one-on-one sessions • Run technology sessions to improve digital literacy • Provide specialist equipment • Start a Coding Club People Objective Strategies Technologies, tactics, techniques, tools
- 22. TECHNOLOGIES, TACTICS, TECHNIQUES & TOOLS – what EXAMPLES • Publish a Wordpress blog and produce posts twice a week • Post content to a Library Facebook Page on Friday afternoons • Advertise events using Facebook Advertising • Use Mailchimp to send a weekly eDM newsletter for our coding club • Run a weekly Twitter competition • Do video book reviews on a YouTube channel People Objective Strategies Technologies, tactics, techniques, tools
- 23. 25 Pirie Street, Adelaide Ph 08 8203 7203 cityofadelaide.com.au
- 24. Case Study – ‘Libraria’ DECISION TO FOCUS ON FIVE ‘TECHNOLOGIES’: • The Libraria Blog • Libraria Facebook Page • Facebook Advertising • Weekly email marketing • Eventbrite online event management Blog Facebook Email Marketing
- 25. The Libraria Blog • Built using Wordpress – free, easy-to-use blogging software • A place for long-form content – articles, book reviews, photo galleries, event information, library news, opinion pieces, video • Blog contains sign-up forms to capture email addresses for the newsletter • Blog content is automatically cross-posted to the Facebook Page • Blog content is re-purposed for the weekly email newsletter • The blog drives traffic to the library catalogue website
- 26. Libraria Facebook Page • Libraria’s presence on the world’s biggest social network – facebook.com/libraria • An email subscription form is used to capture email addresses for the weekly email newsletter • Content is cross-posted automatically from the Libraria blog • Colourful graphics are produced using Canva • ‘Short form’ content is published to the page using Buffer • Community management is undertaken using Hootsuite
- 27. 25 Pirie Street, Adelaide Ph 08 8203 7203 cityofadelaide.com.au
- 28. 25 Pirie Street, Adelaide Ph 08 8203 7203 cityofadelaide.com.au
- 29. 25 Pirie Street, Adelaide Ph 08 8203 7203 cityofadelaide.com.au
- 30. What is remarketing?? Ever wondered why your Facebook feed mysteriously shows you advertisements from websites that you visited a week ago?
- 31. Facebook Advertising • Libraria have installed the ‘Facebook Pixel’ on their catalogue website to enable ‘remarketing’ • Created a custom audience of people who have visited their website • Created audiences for various demographics that exist within the geographic boundaries of their council area • Using ‘boosted posts’ and single post ads for specific audiences • Using Lead Generation ads to capture email addresses for the weekly newsletter
- 32. Email Marketing • Weekly email newsletter containing content from the blog • Produced and delivered using Mailchimp • Segmented lists enable targeted messaging to key demographics • Drives traffic back to the blog and to the catalogue website • Promotes Libraria’s Facebook presence • Promotes library events and drives traffic to Eventbrite • Mailing list constantly building from blog and Facebook
- 33. 25 Pirie Street, Adelaide Ph 08 8203 7203 cityofadelaide.com.au
- 34. Event management using Eventbrite • Online event registration and RSVP system • Saves lots of time and effort spent on event management • It’s a free service for free events; small fee per ticket sold for paid events • RSVPs are automatically fed into Mailchimp mailing list • Events are cross-posted on all of our digital channels
- 35. 25 Pirie Street, Adelaide Ph 08 8203 7203 cityofadelaide.com.au Blog Facebook Email Marketing
- 36. Questions…
Notas del editor
- Thanks for having me. I’ve really enjoyed my time over here in Western Australia thus far. I explained to the guys who were here yesterday for my first I’ve previously done some consultancy work with Public Libraries of South Australia to develop a digital strategy for the SA library network, and I’m also the founder of an online bookstore called Boomerang Books. So I love speaking about books and libraries, and it’s great to be here!
- Does anybody know who John Wanamaker was? So let me tell you story of Mr Wanamaker He was an American retail merchant at the turn of the 20th century. His chain of stores ultimately became the Macy’s chain of department stores today. Who has been to a Macy’s? Macy’s and other department stores in real trouble in the US – they’re being smashed to bits by two big behemoths: Walmart and Amazon. The latter of course is in the process of establishing a massive distribution centre in the outskirts of Melbourne and will commence business here shortly. The likes of David Jones, Myer, JB Hi-Fi and Harvey Norman are really worried – it’s time review your portfolios! But back to Mr Wanamaker…. Mr Wanamaker was a pioneer in marketing and he is credited with one of the most cited marketing quotes of all time; one that you most likely have heard before…
- It’s probably a quote that you’ve all heard at some stage And it certainly presents a challenge when we’re asked by our councils to justify our marketing spend and to demonstrate return on investment. But I reckon that Mr Wanamaker was a bit of whinger. He made those observations over 100 years when advertising was so much simpler Back in his day, there were only a couple of marketing channels that were available. Probably just print and display – how hard could it be?
- Imagine what he would think in today’s world… We have an infinite choice of products and services, accessible to us from all over the globe There is cut-throat competition in the marketplace, driving prices down – which is great for consumers, but not so good for businesses There is a saturation of marketing messages – scientific studies show that every person has between 4000-10000 marketing messages directed at them every day And these messages are transmitted to us via a host of new content ‘channels’, which serves to fragment the audience. At the same time, our lives have gotten incredibly busy and full – and we’ve become conditioned to filtering out these messages.
- It was so much easier for Don Draper at Sterling Cooper in New York in the 1950s. Any Mad Men fans in the room? Marketing was all about dressily snappily, womanising, and drinking scotch at 10am in the morning. That’s what I signed up for when I became a marketer!
- But like Mr Wanamaker, Don probably wouldn’t survive in today’s marketing world. Those who were at my presentation yesterday have already seen this slide – the proliferation of new content channels has made it extremely difficult for us marketers to get our message out. It used to be that a marketer could stick an ad on Channels 7, 9 and 10, put a couple of ads in the paper, and they would reach 99% of the population. Today the audience has been diffused across all of these new channels. Most people don’t even watch free to air TV these days. Social media has also created problems for traditional media – people are more inclined to trust their social media friends than they are to listen to paid advertising Top right – Pornhub…porn is the second most popular activity on the web after social media….although obviously not among people in this room, right?
- Old Marketers had it pretty good. There were only a few choices for placing their marketing – television, radio, print. The extent of their post-campaign analysis was pretty rudimentary. ‘We advertised last week and sales increased, so it must have worked’ ‘The marketing objective was ‘awareness’ and clearly many people are now aware of us’ And you could get away with that, because there were only a few channels. But traditional media doesn’t cut the mustard anymore. And I’ve got a concrete example for you…
- I have proof that nobody reads the newspaper I was in Saturday Adelaide Advertiser about 6 weeks ago, with my kids. Long story – not self promotion, just doing a favour for a friend who needed a subject for an article on Vitamin D deficiency of all things. Now, the Saturday Advertiser is supposedly the highest circulation newspaper in South Australia But I was surprised at how few people actually mentioned seeing the article. Which can mean one of two things: I don’t have any friends Nobody reads the paper My inclination is to go with the latter.
- The New Marketing is different. It’s less art – less Don Draper. And more science. Digital advertising – big companies are shifting their budgets away from television, radio and print and they’re putting it all into highly targeted digital advertising – Google Adwords, online display advertising and paid social media advertising Customer relationship management – best organisations have a single view of each customer, their preferences and history with the organisation, and use that info to tailor their offering to the individual’s specific requirements Data driven marketing, personalisation and marketing automation – this is where marketing content is distributed automatically based on our knowledge of the customer – think Amazon’s ‘You Might Also Like’ function; think trigger SMS messages from your bank. Big data, machine learning and artificial intelligence – a growing field that enables predictive insights about the future activity of consumers; in time, this technology will market products to you at precisely the moment in time when you’re looking for that product! Social media has impacted marketing phenomenally – we’re more inclined to listen to our friends, and we’ve become more sceptical of paid advertising The growing field of UX, design thinking and agile methodologies that put the customer at the heart of all decision-making in order to improve the user experience And finally marketing analytics – measuring everything we do, determining what works, what doesn’t, and spending our marketing dollar more wisely to achieve the very best return on investment for our business
- These are US figures TV advertising spend has been fairly static Digital advertising has grown 71% Mobile advertising has grown 2200% Print advertising is down 33%
- And when you think about it, the benefits of digital advertising far outweigh traditional media. It’s far cheaper, it can be targeted specifically at particular demographics, it can be turned on and off at will, and it’s completely measureable. All of the things that traditional advertising is not.
- Whether we like it or not, the ‘new’ marketing is digital and that increasingly draws marketing (and librarians seeking to market their libraries) into the orbit of the information technology field. The challenge for organisations is this: IT people typically have little idea about customers and their preferences and have no desire to learn. Marketing people have little idea about technology and information systems and have no desire to learn And that’s precisely where the sweet spot is for organisations that want to deliver great customer solutions How many of you guys have had problems with your council’s IT team?
- But it’s not about us and our internal battles with IT…the most important stakeholder is, of course, our customer. The very best marketing uses the WIIFM principle and addresses the customer question – what’s in it for me?
- Now not all of these are applicable to libraries, but the Top 5 things that people want from businesses on social media, according to the 2017 Sensis Social Media Report: Discounts Giveaways Product information Invitations to events Tips and advice
- So, today I’m going to give you a simple framework that you can use to guide your marketing efforts – some of this aligns closely with Alison’s presentation before lunch I’d recommend that you sit the whole team down and have a brainstorming session about this, and then commit it to paper – it’s a great little team building activity. The methodology may seem a little obvious, but many organisations have not thought about their marketing in this way and it’s really useful to do so People – who are you seeking to influence? Objective – what do you want to them to do? Strategies – how will you move them towards that objective? Technologies, tactics, techniques and tools – which will you use to enact the strategies?
- We typically start at ‘T’. We punch out a Facebook post, put an ad in our local newspaper, or do some Adwords advertising But we don’t really consider the ‘P’, ‘O’, and ‘S’ – the people, the objective and the strategies Starting at ‘T’ doesn’t really work…
- So here’s a simple example… ‘Shit, everybody seems to have a Facebook Page. Let’s drop everything and start a Facebook Page, so that we can keep up with the Joneses’ Now Facebook is littered with Facebook Pages that have a handful of posts and haven’t gone anywhere. If you use POST, then you’ll settle on the right technologies and tactics to use.
- The first thing to consider is PEOPLE – the audience, the guys that you’re trying to influence. In today’s world, organisations that succeed are those that are customer-centric and put the user at the centre of all decision making. That’s why we have to think about them first. Every library’s audience is different – the audience in the City of Perth is going to be distinctly different from the audience in Wanneroo. So the first step is understand what the people want, and how we want to influence them
- What is the objective which each set of people that your library services. You might have a different objective for each segment of your audience For teenagers, you might want to alert them to the fact that they can download eBooks for free through the library For pensioners, you might want to increase their digital literacy so that they have the ability to download eBooks
- For each of the groups of people, and for the various objectives, what are the things that you are going to do to move the people towards the objective? Again, these strategies may be different for each group of people.
- And once you’ve considered all of those things, then you can apply technology, tactics and tools to the problem It might be a blog, a Facebook Page, an email newsletter, a YouTube channel – now that you know what you’re seeking to achieve, you’ll do these things so much better Or alternatively you might decide that digital tools are not appropriate technology to employ to reach some audiences…you might choose other tactics altogether
- It’s useful to consider your digital marketing activity as a hub-and-spoke model. For most organisations the website represents the core digital asset. It’s the place where we drive all of our traffic from the various marketing channels at exist out here on the exterior. Now, this is a little problematic for libraries, because my understanding is that you often operate multiple websites – a section that is housed in your council’s CMS as well as a catalogue interface. This serves to fragment the customer’s digital experience as well as your search engine rankings, but that’s probably an issue for another presentation at another time…
- So now I’m just going to talk about a fictional library ‘Libraria’ – nice name, huh? The Librarian team has spent some time undertaking a POST analysis. In addition to their catalogue website as their core digital asset, Libraria has chosen to focus on five technologies to engage with their audience. Each of these technologies is like a set of gears – each technology complements the other, generating interactions between the various channels, creating momentum and increasing the number of engagements with consumers Let’s talk about each in turn
- Libraria established a blog using Wordpress – anybody using Wordpress in the audience? It’s free, easy-to-use blogging software; it can be set up in a matter of minutes A place for long-form content – articles, book reviews, photo galleries, event information, library news, opinion pieces, video I’m guessing that you have got some great writers amongst your staff. This is the place where they publish their stuff Blog contains sign-up forms to capture email addresses for the newsletter Blog content is automatically cross-posted to the Facebook Page Blog content is re-purposed for the weekly email newsletter The blog drives traffic to the library catalogue website
- Libraria’s has built a Facebook Page – facebook.com/libraria. Everybody’s on Facebook. Australians are among the biggest users of Facebook in the world. It makes sense to have a presence on Facebook. The page is used to promote events, to show image galleries and to publish library news An email subscription form is used to capture email addresses for the weekly email newsletter Content is cross-posted automatically from the Libraria blog Colourful graphics are produced using Canva ‘Short form’ content is published to the page using Buffer Community management is undertaken using Hootsuite
- Canva – an Australian company - is a fantastic tool for amateur graphic designers. Even the most creatively challenged people, like me, can create great graphics with Canva. Much of it is free. You only pay if you use the stock image library and normally this costs on a dollar or two. Here’s a Facebook post image that I ripped together last week. Anybody use Canva?
- Once the content has been produced, Libraria uses the Buffer tool to schedule its content. Buffer allows you create an online content calendar, and post content to any social media channel on a scheduled basis ahead of time. Anybody use Buffer?
- Libraria uses Hootsuite to manage its social media once it has been published, and to interact with its community. Libraria staff can monitor and respond to comments and questions on all social media sites from a single screen. No need to login to each social media tool separately to interact with customers. Who uses Hootsuite?
- Let’s talk quickly about remarketing…because it’s something that you should consider as part of your marketing mix I’m guessing that most of you would have noticed this when using the web – it seems like particular brands are following you around the internet… A colleague talks about a uni lecturer who showed a YouTube video as part of a recent lecture, and right there in the corner of the screen was a banner advertisement for Ashley Madison…so be careful! A small piece of code called a Facebook Pixel is installed on a website When you visit that site, the code speaks to Facebook and it adds you to an ‘audience’. That audience could be segmented by all the various pieces of information that Facebook holds on you – age, gender, location, marital status, interests When you’re on Facebook later, you are shown advertisements because you belong to a particular audience.
- Libraria have installed the ‘Facebook Pixel’ on their catalogue website to enable ‘remarketing’ Created a custom audience of people who have visited their website Created audiences for various demographics that exist within the geographic boundaries of their council area Using ‘boosted posts’ and single post ads for specific audiences Using Lead Generation ads to capture email addresses for the weekly newsletter
- Email marketing is still extremely powerful and you should absolutely use it. It’s cheap and its pervasive – unlike social media which just washes over people, emails in an inbox need to be consciously managed – read or delete – and this achieves a level of cut-through Libraria use all of their marketing channels to capture email addresses for their email newsletter. They use Mailchimp to send out their newsletter every week Mailchimp users?
- Mailchimp is a great email marketing tool It’s free for up to 2,000 subscribers, so in most cases you should be able to use it for free.
- Online event registration and RSVP system Saves lots of time and effort spent on event management It’s a free service for free events; small fee per ticket sold for paid events RSVPs are automatically fed into Mailchimp mailing list Events are cross-posted on all of our digital channels
- So these technologies feed off each other… The blog captures email addresses for the newsletter and drives traffic to the Facebook Page The Facebook page captures email addresses for the newsletter and drives traffic to the blog The email newsletter drives traffic to the blog and the Facebook Page The Facebook advertising captures email addresses for the newsletter and drives traffic to the blog Event attendees are fed back into the newsletter mailing list And that’s how you can really leverage digital tools to build and engage your audience over time
- Ladies and gentlemen – that’s all that I have. Again, thank you for having me and I’d be happy to take any questions.