Ultimate Guide to Successful Digital Promotion

Ultimate Guide to Successful Digital Promotion

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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

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

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SOCIAL MEDIA PLATFORMS & STRATEGIESFacebookTwitterInstagramSnapchatLinkedInGoogle+Icons from Iconfinder

WHOS USING WHAT?

Chat: SmartInsights

Breakdown and Full Infographic @ Adweek

FACEBOOK

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?

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TWITTER

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?

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#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

INSTAGRAM

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

LINKEDIN

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

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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

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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

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Who can you cross promote with?

departments on college campusesChambersNonprofitsOther librariesAnyone who follows you

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ActivityHow do we make this post more viral?

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What Works?

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

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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 1@month.The 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.

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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.

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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.

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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

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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 Servicesdiana@novarelibrary.com novarelibrary.com