giving libraries the “wow” factor:

branding, social media and innovative marketing

Westchester Library Association Conference Workshop

May 7, 2010

Nancy A. Shenker, Founder/CEO

what we will do todayintroductions

what is a library today?

social media

branding

the “wow” factor

the toolkit

case studies

homework

individual Q & A (30 minutes)

who are you?

your “pain points”?

social media savvy?

who am i?

digital immigrant

corporate refugee and entrepreneur

believer in talking to strangers/socializing

risk-taker

what is a library today?

social media

define your brand

image

voice

messages

develop a brand plan

who is your target market? influencers? where are they? (in the real world and online)

what are your key messages?

tools/budget

resources

measurement

the “wow” factor

step outside your doors

the consumer “thought bubble”

reward innovation

kill the “yes but” and “woe is us”

the tool kit: basics

name/logo

brand positioning

the tool kit: website

what?- your “brand’s home”

why?- everyone will go there first

how?- keep it compelling- keep it current

the tool kit: social mediawhat?- LinkedIn- Facebook- Twitter- FourSquare

why?- powerful- 24/7- far-reaching- affordable

how?- just do it!

the tool kit: PRwhat?- media (online and traditional)

why?- credibility and SEO

how?- do it right- be focused- don’t piss off the media

the tool kit: eventswhat?- programs- exhibits- community groups- people

why?- human connection- learning

how?- get out there!- be selective

the tool kit: creative printwhat?- collateral- ads- direct mail- signage

why?- still works

how?- plan (budget for it)- work with the right partner

the tool kit: e-marketingwhat?- newsletters- e-postcards

why?- cost-effective- trackable

how?- make a schedule and stick to it- get professional help- be frequent (but not too much)- track and measure

the tool kit: YOU!

what?– your personality and smarts

why?– simplest and most compelling media

how?– be you (but more so)

case studiesECO-BAGS

66main

FashionCampNYC

the graph says it all

19,636 visits

previous: 3,907

403% increase in visitors

“homework”

establish monthly goals

develop new habits

track progress monthly

follow and learn from experts

create “buddy system” foraccountability

encourage innovation

people

process

get out!!

coming soon…

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