1.
Ultimate Guide to Successful
Digital Promotion

2.
SLIDESHARE.NET/DEE987

3.
Agenda
• Effective Social Media Promotion
• Creating Digital Ads
• Email Marketing
• Website tips and tricks to improve usage and user satisfaction
• Creating a Digital Marketing Plan

4.
EFFECTIVE SOCIAL
MEDIA

5.
Why do people connect with libraries?
Image Pixabay

6.
QUESTIONS TO ASK YOURSELF?
• What are my objectives on social media?
• How will I measure success?
• What is success?

7.
SOCIAL MEDIA
PLATFORMS &
STRATEGIES
• Facebook
• Twitter
• Instagram
• Snapchat
• LinkedIn
• Google+
Icons from Iconfinder

8.
WHO’S USING WHAT?

9.
Chat: SmartInsights

10.
Breakdown and Full Infographic @ Adweek

11.
FACEBOOK

12.
WHO?
• General Audience
• Cross Demographics
• BUT…. Know your own via Insights
Breakdown and Full Infographic @ Adweek

13.
Top Tips for Facebook
• Posting an article- give your
reasoning
• “Casual images that show partial
body shots like hands and feet are
associated with higher Facebook
likes.” (SocialExaminer)
• Pictures & Video are king
• Reply to comments

14.
Add filters & write on photos

15.
FACEBOOK ADS
• Organic Reach on
average 2.6%
• Easily control budget
• Tip: The narrower the
audience, the more
effective
More: Hubspot

16.
WHAT WORKS FOR YOU ON
FACEBOOK?
Image

17.
TWITTER

18.
Top Tips For Twitter
• Follow Back
• Link back to your website
• @/# - use them
• Consistency
• Twitter is a conversation – reply
timely
• Find your voice: Give your brand
personality
• Live Tweet events

19.
Do: Reply to comments, retweets &
other social media contacts

20.
Repeat Tweets

21.
What are your twitter Tips?
image

22.
#GOODHASHTAGSMAKEADIFFERENCE

23.
Image: FrontMan Marketing
More tips SocialMedia Week

24.
https://www.youtube.com/watch?v=57dzaMaouXA

25.
INSTAGRAM

26.
Infographics: Adweek; Pew Research
Facts & Figures

27.
Top Tips for Instagram
• Add Contrast & Warmth
• Focus on Faces
• Hashtags!!! Use up to 5.
• Post ONCE daily
• Interact with others: It’s a
community
Source: MakeUseOf
Instagram

28.
So what filter?
• Clarendon
• #nofilter (especially for selfies)
• Valencia for nature
Source: http://tinyurl.com/jlqwlcz
Image: http://tinyurl.com/zls2l5m

29.
What are your Instagram Tips?
Image

30.
LINKEDIN
Connect to:
• Small Business Owners
• Entrepreneurs
• Job Seekers
Infographic: SproutSocial

31.
GOOGLE+
Posts integrate well with Google searches
Infographic: SproutSocial

32.
SNAPCHAT
Reach Teens and Tweens
Infographic: SproutSocial

33.
TIPS
Create “A Story” for followers
Have Fun
Create teasers of events/books

34.
MANAGE MULTIPLE SOCIAL MEDIA
• HOOTSUITE
• BUFFER

35.
Overall Tips
• Consistent
• Post Regularly
• Be Available…Reply, Like
• Take time & post good stuff
Image Cristina012 Deviant Art
More Tips -- PopSugar

36.
CONTENT
CURATION
Image from Pixabay

37.
Facebook
Lib Promotion Content Curation
Twitter
Lib Promotion Retweets Content Curation Engagement
How much?

38.
Collecting
Content
o Pinterest
o Flipboard/Feedly
o Scoop.it
o Paper.li
o Reading Room (great FB follow)
o Buzzfeed (QUIZZES!)
o Flavorwire (LISTS)
o Bookriot.com
o This is Colossal

39.
Creating your Own Repository
• Evernote
• Pocket
• Delicious

40.
Verify before
you share
Snopes
http://www.factcheck.org/

41.
Do stay relevant to
your audience

42.
DO: have personality – you’re not a
machine

43.
MAKE A POST GO
FURTHER

44.
Taking a post further
o Tagging
o Generating comments and
shares
o Cross-Promote with other
pages
o Shorter posts
o Posts with emoticons get
33% more comments,
they also get shared 33%
more often.
Sources: http://goo.gl/AI8xTY

45.
Who can you cross
promote with?
• departments on college campuses
• Chambers
• Nonprofits
• Other libraries
• Anyone who follows you

46.
Activity
• How do we make this post more viral?

47.
What Works?
• Did you know?
• Posts with visuals receive 94% more page
visits and engagement than those without.
• Keep images clean and emotionally relevant

48.
Visual is Queen
Facts @ Visual Marketing*:
• Brain processes visual information 60,000x faster
• Visual 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

49.
Rule of thumb
• Decide: Emotion and Goal
• Create multiple (3-5) images
• Walk away
• Revisit and decide immediately
https://goo.gl/osH4bW

50.
CREATING DIGITAL ADS

51.
CANVA
https://www.canva.com/

52.
CREATIVE MARKET

53.
BEFUNKY

54.
PLACEIT
https://placeit.net/

55.
TAGUL
Pikachu

56.
Infographics
Infographic: http://www.easel.ly/viewEasel/342930
Create your own:
• Easel.ly
• https://infogr.am/
• Piktochart

57.
Creating Video
• Vine
• Instagram
• Lensoo Create
• Snapchat

58.
Contests and Calls for content
Images: Bookface, #caughtreading #ireadeverywhere

59.
FINDING IMAGES

60.
YOUR OWN

61.
PIXABAY
https://pixabay.com/

62.
MORE GREAT SITES
• Cupcake
• Death to Stock Photo
• Unsplash
• Stock Up
• Creative Commons
• Flickr
Image: UnSplash
EVEN MORE GREAT SITES

63.
Historic Photos
• Library of Congress
• Local History Organizations
• Florida Memory
• HCPLC Burgert Brothers
Image: Florida Memory

64.
FREE PHOTO EDITING/ENHANCING
• Google NikCollection*
• Picmonkey
• BeFunky
• Pixlr
*=Download

65.
TIPS FOR DIGITAL ADS
• Images should speak to your intended
audience
• Should convey meaning without words
• Photos should pop
• Should include people
• Images should have a clear focus
More Tips and more tips

66.
CHOOSING
COLORS
Finding your palette: http://paletton.com/
Finding the color code: Browser Plugin: Color Picker

67.
More In-depth Articles: Helpscout
Thoughts to consider
• Isolation Effect
• Psychology of Color

68.
FONTS
Infographic Source:
Creative Market

69.
MOVING PAST
ARIAL:
FREE FONTS
• DaFont
• Font Squirrel
• Font Spring
• Google Fonts
More

70.
Rule of thumb
• Decide: Emotion and Goal
• Create multiple (3-5) images
• Walk away
• Revisit and decide immediately
https://goo.gl/osH4bW

71.
ACTIVITY:
CREATING AN AD USING POWER POINT

72.
EMAIL MARKETING

73.
WHY EMAIL?

74.
BENEFITS TO EMAIL
MARKETING
• Reach users on mobile
• Easy way to reach users
• Social Media can be hit and miss
• Can be highly personalized to the
user
• Its inexpensive
• Easy way to spread the word
More at: http://goo.gl/8EaPw6

75.
SERVICES
• Mailchimp
• Constant Contact
• Mad Mimi
• Campaigner
• Vertical Response (Free up to 1000 contacts)
Handy Chart Comparing Services: http://goo.gl/O4w28L

76.
Mailchimp
• Templates
• Save and Reuse Campaigns
• 2,000 subscribers for free
• Reporting
• Asynchronous Support
• A/B Testing
Great Article Comparing MailChimp & Constant Contact:
http://goo.gl/p0AJJn

77.
Tour
MailChimp
• Managing Subscribers
• Groups
• Creating a Campaign
• Managing a Campaign
• Integrations
• Statistics

78.
1
2
3
4
5
6
Tip:
Pictures make the email. Make the image count

79.
Almost always
needs edits

80.
Connect your campaign to social Media

81.
Happy??
• Save and come back
later
• Send a Test. Preview
on:
• Desktop
• More than 1 browser
• Different Email
Services
• Mobile
• Tablet
• Schedule for optimal
time

82.
HOW TO DEVELOP
EMAIL MARKETING
LISTS

83.
COLLECTING EMAIL
• New Users
• Program Attendees
• Sign Up Sheets
• Website/Catalog
• Signature Line of out-going emails
• Include forward-to-a-friend links
• Ask at the end of transactions (WOMM)
More ideas: http://goo.gl/2VEqjk

84.
Collecting via
the Web
• Use a Pop-Up/Form on
your site: SumoMe, Bloom
• Embed code-snippet from
your email marketing
software
• Use “Call to Actions” in
Social Media
Add Mailchimp Code Snippets: http://goo.gl/YGrfqX
Image: http://tinyurl.com/znyh565

85.
TYPES OF EMAIL
CAMPAIGNS

86.
WELCOME EMAIL:
FIRST IMPRESSIONS COUNT

87.
NEWSLETTERS
Tip! “Newsletters should be 90%
educational, 10% promotional”
- Source HubSpot

88.
DEDICATED EMAILS

89.
TRANSACTIONAL EMAILS
More on types http://goo.gl/RAzdsF

90.
Increase Circulation & Bring Back
Users
 After a year, you go to
“inactive” status and begin
getting emails saying the
library misses you
 Create welcome & feature
emails
Full Story: http://goo.gl/wJtcKZ

91.
90% EDUCATIONAL
10% PROMOTIONAL
More @ http://goo.gl/HMKZfY

92.
HAVE ONE PRIMARY CTA

93.
HAVE A
CONSISTENT
LOOK & FEEL

94.
Before you send… Ask
SO WHAT?
Why does this matter to your user? Why should it?

95.
Proofread
Proofread
Proofread

96.
BE USEFUL...
IT IS WHAT WE
DO

97.
3 KEYS TO A
GREAT FIRST
IMPRESSION:
Subject Line
Email Preview
Call to Action

98.
CREATING EFFECTIVE
TEMPLATES

99.
REMEMBER: VISUAL &
VIDEO RULE THE DAY

100.
THINK MOBILE
BE CLEAR
BE CONCISE
• Visual
• One Column
• Use Preview Mode when developing

101.
Personalize
Emails
• Add People’s First Name
(using a merge field)
• Use Groups
• Create a personal
tone/voice

102.
VIDEO
• 73% 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 traffic
• If a picture paints 1,000 words then one minute of video is worth 1.8
million, so say Forrester's researchers.
Sources: http://goo.gl/QJ4QFr
http://goo.gl/qNb2kk

103.
STATISTICS

104.
What numbers to Follow?
ITS EFFECTIVE
• Open Rate (Ave. 30-35%)
• Click Rate (Ave. 6-7%)
• Subscribers
• Forward Rate
ITS NOT WORKING
• Unsubscribes
• Bounces (ave under 5%)

105.
Advanced Statistics

106.
AVOIDING THE SPAM
FOLDER

107.
Use real Contact Information

108.
COMPLETE THE FOOTER FIELDS

109.
AVOID
TRIGGER WORDS
Source: Hubspot

110.
KEEP A HEALTHY
LIST
• pruned every 6 months, to remove the
subscribers who 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

111.
WHAT TIPS/TRICKS WOULD YOU ADD?

112.
WEBSITE TIPS &
TRICKS

113.
MOBILE USERS

114.
MOBILE ACCESS
• RESPONSIVE
• ALL CONTENT FROM FULL
SITE
• OPTION FOR DESKTOP
• CONCISE

115.
USING GOOGLE ANALYTICS
Article and Image: Vertical Response

116.
TIPS & TRICKS
• FRONT PAGE LINKS
• CONTACT INFO
• REVIEW SEARCH
• UPDATE REGULARLY

117.
UX IS A CONSTANT PROCESS
• USABILITY TESTING
• CARD SORTING
• A/B TESTING

118.
WHAT TIPS/TRICKS WOULD YOU ADD?

119.
CREATING A PLAN

120.
WHEN TO POST/EMAIL

121.
TIMING EMAILS

122.
When should you send email?
• But also consider Wednesday
& maybe Sunday
• Skip Monday & maybe Friday
TUESDAY &
THURSDAY ARE
THE MOST
POPULAR

123.
How many emails?
Between 1@week and 1@month.
The sweet spot? Sixteen to thirty
email campaigns a month.
Sources:
http://goo.gl/OIiBZg http://goo.gl/VNWbZe

124.
Timing:
EMAILS
• Most subscribers read
your email the same day
they receive it.
• Most of them read
it within 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 day
http://goo.gl/iM4LVS http://goo.gl/PRxDEP

125.
TIMING SOCIAL MEDIA

126.
Infographic at QuickSprout
Additional Info FastCompany

127.
Infographic at QuickSprout
Additional Info FastCompan

128.
Infographic at QuickSprout
Additional Info FastCompany

129.
CREATING A PLAN

130.
PLANNING THE
MESSAGE

131.
TIPS AND TRICKS
• Plan Monthly/Post Regularly
• Messages should vary and be
individualized to the media
• Overall message should have
consistency
• Have goals
• Identify programs to feature

132.
CREATING A TEAM

133.
• There should be a team leader
• There should be a shared password document
• Facebook should have more than one administrator
• SM needs to be integrated into work plans
TIPS AND TRICKS

134.
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/BULFdp
https://goo.gl/zjeVaV
http://goo.gl/2HLCMZ

135.
RESOURCES TO HELP
• IFTTT: Create Recipes to manage
social media
• MAILCHIMP
• BUFFER
• HOOTSUITE

136.
WHAT TIPS/TRICKS WOULD YOU ADD?

137.
QUESTIONS

138.
WHAT IS YOUR BIG
TAKE AWAY?

139.
CONTACT
INFORMATION
Diana Silveira
Novare Library Services
diana@novarelibrary.com ∙ novarelibrary.com