Be Where Users Are: Online Marketing for Public Libraries

Sarah Houghton-Jan, MA, MLISDigital Futures Manager for the San Jose Public LibraryAuthor of LibrarianInBlack.net

This presentation will be available at LibrarianInBlack.net

Everything in today’s presentation is free unless you see a ($)

Sarah's Twenty Steps to Magical Marketing on

Teh Interwebs!

#1: Get Listed in General DirectoriesWhere do people look

for directory

information today?

Are you listed?

Are you listed correctly?

Make sure you’re listed at least in: Yahoo! Local Google Maps AskCity Microsoft Live Search Maps YellowPages.com WhitePages.com

Not Just a Map...

#2: Get Listed in Library Directories

Many users simply Google our libraries' names to find us. Library Directory Info comes up near the top in Google searches for libraries. Make sure you're listed, and listed correctly.

Popular Library Directories

#3: Search Engine Findability

Everyone uses search engines to find things.

How does your library fare?

#4: Have A Good Web Address

Target.com/kids

vs.

http://www.TheTargetStore/index/cgi?bin_238003kdff304-ooxr/home.htm

Good URL practicesURLs that are short, easy to say, easy to remember, & easy to put on a brochure or business card

SpringfieldLibrary.orgSpringfieldLibrary.org/Main/MainIndex.htmlTownOfSpringfield.ci.ca.us/Depts/Library/ Main.cfmSpringfieldPublicLibraryIllinois/cgi?_bin&%lkdf64ll9_e56+s31

SPLIL.org

Register multiple domain names ($)SpringfieldLibrary.orgSpringfieldPublicLibrary.orgSpringfieldLib.orgSPL.orgSPLBookClubs.orgSPLStorytimes.org

+ the (.com, .net, .info, etc.) counterparts

#5: Use Events Calendars

List library events and services in local community websites and

calendars.

As much or as little as you want.

Popular Event Calendars

Upcoming.orgEventfulCraigslist (maybe $)LibraryThing LocalAmericanTowns.com BookSaleFindercomArtsopolis.com

YourEventHub.comImThere.comGoing.comDown2Night.comBusyTonight.comZvents

#6: Link Love

Ensure that your library

has a presence on

local websites.

Who are your partners?

Are you linked to in the right places? schools adult education centers community groups local book stores

Find out! In Google & Yahoo! link:http://MyLibraryURL.org

#7: Wikipedia

Wikipedia is not just for college students who want to flunk

English 101.

How to List Yourself In Wikipedia List your library in Wikipedia on your town, county, and university entries.

Add link to External Links Add description to Main Text Add your own entry Talk yourself UP!

#8: Gadget & App Yourself

Create a search gadget for your catalog that people can add to

their iGoogle page, etc.

Create apps for mobile devices.

Gadgets & Apps

#9: Blog Search Engines

Make sure library blogs

(and other feeds)

are listed in blog search engines.

#10: Blog Geo Search Engines

People want to find others with common interests who live close by.

List your library’s blogs on geographic blog search engines to reach out to those potential users.

Popular Blog GeoSearch Engines

City-based Metroblogging Sites

Blogs by City

FeedMap

Blogdigger Local

#11: Social Review Websites

People talk are talking online...

...about your Library.

Are you listening?

Are you responding and engaging?

Sites to Check and Monitor

CitySearch InsiderPages JudysBook Yelp Local2Me

Image from: http://www.flickr.com/photos/aaronschmidt/217887378 7/#comment72157603674521448

LOVE, BABY, LOVE!

100!

#12: Social Networking Sites Reach out to users in their own space

Let them choose to come to you, to add you to this part of their lives

Ask your users what sites they use

Social Network Tips MySpace, Facebook, Flickr, Ning, and others

Profiles / Pages

Bulletins, flyers, groups, photos, notifications, wall alerts, fan-dom, etc. (some $)

Facebook applications (search boxes, fun stuff)

Check out the Library Success Wiki entry

on Social Networking Software

Facebook Flyer image by Steve Lawson: http://www.flickr.com/photos/tuttlibrary/1546577200

$10 = 5000 Facebook Flyers to targeted audiences

Tutt Library

Social Network ToolsCheckUsernames.com: check many networks

Open ID & ClaimID: claim & log into multiple sites

Ping.fm or Hellotxt.com: simultaneous updates

AtomKeep: simultaneously updates

Twitter/Facebook: settings/apps to update both

Hootsuite: update, monitor, & get stats

Filtrbox: monitor social networks in real time

MyBUZZmonitor: hear what people say

#13: WiFi Directories

Why do people want free WiFi?

-theirs is down

-yours is faster

-they're from out of town

-they can't afford it

List your library in free WiFi directories.

Popular WiFi Directories

WiFiFreeSpot WiFiHotSpotList WiFi411 WiFinder JiWire

#14: Use Instant Messaging

For more and more customers,

IM is a primary method of communication.

You're always right there with them

(if they add you as a contact).

Take Meebo a Step Further

Screenshot courtesy of David Lee King, Topeka Shawnee County Public Library:

http://www.flickr.com/photos/davidking/2076505032/sizes/o/

#15: Text Messaging (SMS) Cell phones and texting are where it's at Do via text what you'd do via phone Services / Co-ops (My InfoQuest) ($)

#16: Participate on Expert Sites

List your staff as experts in various free expert-finding tools (maybe you’ll earn $!)

Experts AllExperts.com

JustAnswer

MosioQnA

NowNow

Uclue

Non-Experts AnswerBag

WikiAnswers

Yedda

ChaCha

Amazon Askville

Yahoo Answers + a lot more

#17: Email and RSS Subscriptions

Push out as much information as possible via e-mail and RSS.

Push to them;

don't make them come to you.

#18: Virtual Reality ConnectionsConsider being present in Second Life and other

online games and environments. Second Life Info Archipelago World of Warcraft

http://htgg2.stanford.edu/archives/2007/09/teaching_in_wor.html

http://libraryplayground.wordpress.com/2007/02/11/hamilton-city-of-the-future/

#19: Tweeting

What are you going to send? How often are you going to send it? Who's going to send messages? What tools are you going to use?

#20: Make audio and video findable

Upload or list video with: YouTube Google Video BlipTV Blinkx TeacherTube.com Podscope Odeo

Upload or list audio with:

Podcast Alley

iTunes

Digital Podcast

Podscope

Odeo

For more sites see: http://www.podcast411.com/page2.html

Tips for Success Develop an online marketing plan with a budget and staff needs. Start with the easy one-time things. Move on to the harder stuff. Register for everything with the same generic email address. Duplicate content to save time. Consolidate profiles with FriendFeed.

Keep your eyes open for new opportunities.

Questions?

Sarah Houghton-Jan facebook, Skype, IM: LibrarianInBlackemail: LibrarianInBlack@gmail.com twitter: TheLiBweb: LibrarianInBlack.net