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How to Shout So Your Users Will Listen

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HOW TO SHOUT LISTEN SO YOUR USERS WILL ( And LISTEN so your users will SHOUT )


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Neil Gaiman is great. This quote is great.


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But here are the top 10 Google Searches in NZ in 2014. Not many have a ‘right answer’ for us to find.


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When it comes down to it, we’re not truly in competition with Google, and we don’t need to make the comparison.


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A LIBRARY MARKETING MANIFESTO


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WE WILL BE COMMUNITY ORIENTATED


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You hear this a lot. It’s important to realise this isn’t the economic definition of market orientated. We aren’t talking about the free market economy.


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MARKET ORIENTATED: THE MARKETING DEFINITION


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MARKET ORIENTATED: THE MARKETING DEFINITION


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MARKET ORIENTATED: THE MARKETING DEFINITION


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TERMINOLOGY MATTERS


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TERMINOLOGY MATTERS


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When we talk about being the heart of the community, we don’t mean the heart as in the centre. We mean the heart as in the vital organ which allows the other organs to function.


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EMILY CLASPER


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EMILY CLASPER


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THE HEART IS NOT PASSIVE…


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THE HEART IS USEFUL. Help get your community where they already want to go.


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Does the way you’re useful have to be traditional library activity? Does the way you’re useful take priority over our ethics and values? Should we try and please everyone?


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Does the way you’re useful have to be traditional library activity? NO Does the way you’re useful take priority over our ethics and values? NO Should we try and please everyone? NO


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We can do whatever our community needs us to do… …UNLESS it conflicts with our values and ethics, in which case, no way. Fear-based librarianship never got us anywhere. We shouldn’t be trying to placate everyone. We should be trying to inspire passion.


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CHRIS WILD (THE RETRONAUT)


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WE WILL DO WHAT PEOPLE NEED BUT MARKET what they WANT


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The three services your library offers which you think are most important


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The three services your library offers which you think are most important The three services your library offers which your users value most


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The three services your library offers which you think are most important The three services your library offers which your users value most


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So where do you go from HERE?


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So where do you go from Try and win them round to your way of thinking? HERE?


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So where do you go from Try and win them round to your way of thinking? Continue to do what they need, but market what they WANT? HERE?


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So where do you go from Try and win them round to your way of thinking? Continue to do what they need, but market what they WANT? HERE? Ask yourself: can they get what they want anywhere else?


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So where do you go from Try and win them round to your way of thinking? Continue to do what they need, but market what they WANT? HERE? If you’re the only source of what they need, market the heck out of it!


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OR IS THERE A THIRD WAY?


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WE WILL CATER FOR LIBRARY NOVICES AND FOR LIBRARY EXPERTS


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Digital Natives are:


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Digital Natives are: 1) BORN AFTER 1980 2) INNATELY GOOD WITH TECHNOLOGY


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Digital Natives are: 1) BORN AFTER 1980 2) INNATELY GOOD WITH TECHNOLOGY 3) NOT ACTUALLY A REAL THING


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The digital native is a MYTHOLOGICAL BEAST (So too is the digital immigrant.)


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“There is no evidence that there is a single new generation of young students entering Higher Education and the terms Net Generation and Digital Native do not capture the processes of change that are taking place.” Jones, Chris and Shao, Binhui (2011). The net generation and digital natives: implications for higher education. Higher Education Academy, York.


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SO IF THE DIGITAL NATIVES IDEA DOESN’T HELP US UNDERSTAND PEOPLE’S USE OF THE NET, WHAT DOES?


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DAVID WHITE


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VISITORS Use the internet like a tool to help them achieve a particular task. They complete the task and move on, usually leaving very little trace of themselves. RESIDENTS Use the internet more socially, to connect with people, and share / obtain information about life and work. There is an identifiable legacy to their online activity. DAVID WHITE


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VISITORS (Perhaps the Library website or YouTube channel) RESIDENTS (Perhaps the Library Twitter or Instagram account) DAVID WHITE


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DAVID WHITE


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LIBRARY NOVICES AND EXPERTS: a way of understanding our users based on how they interact (or not) with the services we offer.


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LIBRARY NOVICES AND EXPERTS NOVICES Are new to the library’s services, or perhaps even completely unaware the library is relevant to their interests. They need simple messages to hook them in.


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LIBRARY NOVICES AND EXPERTS NOVICES Are new to the library’s services, or perhaps even completely unaware the library is relevant to their interests. They need simple messages to hook them in. EXPERTS They already use the library’s services regularly and are familiar with most of what we have to offer. They can handle more complex ‘next-level’ information about what we do.


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LIBRARY NOVICES AND EXPERTS: A CONTINUUM NOVICE EXPERT


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LIBRARY NOVICES AND EXPERTS: A CONTINUUM FREE WIFI! Simple message NOVICE Entry level More detailed Complex / niche EXPERT


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LIBRARY NOVICES AND EXPERTS: A CONTINUUM The 14 different ebook Licence types! FREE WIFI! Simple message NOVICE Entry level More detailed Complex / niche EXPERT Everyone can identify with free wifi, so that’s a useful thing to market to the library novices. But telling people right away about the many different ebook types will create ambiguity and get in the way of the message. First hook them in, THEN once they’re more informed you can move onto the next level of marketing.


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EXPERT NOVICE AIM TO TURN YOUR NOVICES INTO EXPERTS… BUT CELEBRATE BOTH!


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WE WILL KEEP THINGS SIMPLE


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AMBIGUITY IS THE ENEMY of good communication!


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We all know that JARGON is bad – that unexplained ACRONYMS are bad, and we know that overtly COMPLICATED language is to be avoided.


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But so is OVERSHARING!


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This feels like it should be good marketing. The Library does so much good stuff!


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This feels like it should be good marketing. The Library does so much good stuff! But actually there’s too much information – people can’t grasp on to what is most relevant to them. It’s trying to shout to everyone, but not actually being heard by anyone.


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ANDY PRIESTNER


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Market one thing at a time.


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WE WILL COORDINATE OUR MARKETING INTO CAMPAIGNS


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PROMOTION ON ITS OWN ISN’T MARKETING


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THE PROCESS STARTS WITH LISTENING


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JUSTIN HOENKE


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THEN GROUPING YOUR AUDIENCE INTO SMALLER SEGMENTS


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IT ENDS WITH MEASUREMENT AND EVALUATION


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AND IN THE MIDDLE THERE’S THE CAMPAIGN


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What is a campaign? The same message, tailored across different platforms, for a concerted period of time.


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Campaigns aim high. You should aim to CHANGE BEHAVIOUR and be able to measure that change!


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CAMPAIGNS PROVIDE THE HOOK


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ALISON CIRCLE


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If your campaign is about library spaces, measure the difference in the use of the space. If your campaign is around an electronic resource, measure the difference in the use of the resource.


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It’s not about how many followers you have on social media, it’s about the ACTIONS they take.


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It’s not about how many followers you have on social media, it’s about the ACTIONS they take. WHAT DO YOUR USERS DO THAT THEY WOULDN’T DO IF THEY DIDN’T FOLLOW YOU?


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So you have to aim high. Reach for the stars!


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REMEMBER, YOUR MARKETING NEEDS TO GET A GROUP OF PEOPLE TO DO SOMETHING THEY WEREN’T PREVIOUSLY GOING TO DO…


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So how do you SHOUT so your audience will listen? CALLS TO ACTION


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WE WILL BE COMMUNITY ORIENTATED CALLS TO ACTION


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WE WILL BE COMMUNITY ORIENTATED CALLS TO ACTION We’ll go where the people are We will converse rather than broadcast We’ll be the vital organ that empowers our community We will listen, and we will act swiftly on what we hear


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WE WILL DO WHAT PEOPLE NEED BUT MARKET WHAT THEY WANT CALLS TO ACTION


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WE WILL DO WHAT PEOPLE NEED BUT MARKET WHAT THEY WANT CALLS TO ACTION We will not dumb down, or try to ape the practices of corporate business. We’ll continue to provide what people need. But we’ll focus on the comms on what they’re most passionate about


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WE WILL CATER FOR LIBRARY NOVICES AND LIBRARY EXPERTS CALLS TO ACTION


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WE WILL CATER FOR LIBRARY NOVICES AND LIBRARY EXPERTS CALLS TO ACTION We’ll focus on the introductory messages to get people through the door (physical or virtual) THEN give them the wider array of our services once they’re here


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WE WILL KEEP THINGS SIMPLE CALLS TO ACTION


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WE WILL KEEP THINGS SIMPLE CALLS TO ACTION We’ll market one thing at a time, using the most relatable and clear language and imagery possible. We’ll get rid of anything that isn’t vital to telling our story.


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WE WILL COORDINATE OUR MARKETING INTO CAMPAIGNS CALLS TO ACTION We’ll give people a number of hooks, and spread the same message across multiple platforms, subtly tailored for each audience. We’ll measure what we do, and tweak it for next time.


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Thanks for listening to me SHOUT! Find me online at Talk to me!


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WATCH If you’d like to watch this talk as it actually happened in the room, you can do so by clicking anywhere in this box.


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#SHOUT15


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IMAGES Gaiman quote via Flickr Creative Commons, by Musgo Dumio_Momio https://www.flickr.com/photos/30976576@N07/640 8104781/in/photolist-aLgdic-gBXhv Icons via IconFinder: https://www.iconfinder.com/morningtrain https://www.iconfinder.com/iconsets/shiftlogotypes https://www.iconfinder.com/iconsets/whsr-januaryflaticon-set All other images are free of copyright restrictions. Sourced via Unsplash, Pixabay and Gratisography. Fonts via fontsquirrel.


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