This was the first delivery of the revamped 'Digital Marketing Toolkit' course. It was renamed 'Digital Communication', but still delivered by Ned Potter under the aegis of UkeIG. This new course has more of an emphasis on communicating digitally with your community of library users.
The agenda for the day looked like this:
- Online publishing, images
- QR Codes
- Mobile Apps
- Blogs , Tumbler
- Twitter, Pinterest.
In the general introduction to the course we were encouraged to focus on the tool with which your library users are most likely to interact. In other words you don't have to do everything, or even use every new tool, rather be user community focused. In reality the tools that people use are often not the 'best' ones, but the ones that they respond best to. If you are going to start using additional tools, ask yourself whether it solves an existing problem, before you commit any resources to doing so.
Ned then explained that there are two problems with library communications.
Off the Peg V Tailored Messages
Most Advertising doesn't work
|Mass communication becomes white noise||Counter with a practical division of your target audience into smaller groups|
|It is very difficult to make a person change behaviour, as a single piece of advertising does not make people act||Use communications to create awareness by building 'ambient awareness' over time.|
When you are undertaking a project, or trying to communicate with your audience, make a 'Marketing Plan' even if it is just for two weeks on a particular theme.
People should see your message more than once.
Online Publishing: Issuu & Scribd.
Check your institutional policy and that none of your content is sensitive in nature before uploading.
'Host externally, Embed locally'
Always make a pdf available of an Issuu document.
Enable the document to be donwloaded (allows for printing) and add audio where appropriate.
- Morguefile : http://www.morguefile.com/archive
- Pixabay : http://pixabay.com/en/photos/?image_type=photo&order=best
- Flickr : https://www.flickr.com/search/advanced/
- Smartphone needed
- QR Code Scanner / reader app needed
- Some people don't like QR codes (resistance)
- Small risk of fraud in commercial settings
Possible uses for QR codes:
- ILL form links
- Link to OPEN Link Resolver
- Link to proxied resources
- Go straight to a location on Google Maps
- Log onto WiFi
- Direct link to an e-book
- When print is not available
- Create a dummy physical item
- Link to guidelines
- Copyright etc.
- Direct download of apps
- Link to YouTube Videos
- Use them in mysterious ways
- Post the QR code with no explanation
- Snap: http://www.snap.vu/
- Create a free account
- Keeps usage statistics
- Can send e-mail alerts when code scanned.
- Download in jpeg or png format.
- Swarm (businesses can still reward people for checking in at locations)
- Swarm, the new app from Foursquare, is the fastest way to keep up and meet up with your friends. With Swarm, you can easily see who’s out nearby and who wants to hang out later.
- From itunes.com
- Local Search / Personal Search
- Foursquare is now working to have its app understand people's tastes and cater to their interests, it's what the company calls "personalized local search."
- from cnet.com
The Internet of Things
Object are being connected via the internet via a unique identifier. Libraries are used to working with this concept (self service, RFID etc.). This is leading to the development of Smart homes etc.
- Self guided library tours using QR codes
- Enriched special collections leveraging digitized items.
- Availability of facilities (rooms, pc's printers etc. )
- Overlay video tutorials with additional content
- Self Service
- On screen prompts for those using catalogue search. (Overlay with useful information)
- Guide users to a destination
Mobile web sites and apps
- Social Media account
- Lib Guides
- Adaptive Design
- Responsive Design (ITT Dublin Library has this solution in place)
- I mentioned that http://mattkersley.com/responsive/ was a useful resource for evaluating how mobile device friendly your web site is.
Refer to the works of Aaron Tay for more information (http://musingsaboutlibrarianship.blogspot.ie/)
Mobile device users (this includes smartphones, android tablets, ipads chrome books etc.) want to be able to access 'normal' information such as news, library catalgoue/s, but also information of immediate interest such as: pc availablity, room availabilty, course reading lists, video of IL sessions.
If you have or are considering a 'library app' consider whether it should be part of the overall University App, integrated with your VLE (Moodle, Blackboard etc.) App, or stand alone.
Irrespective of where it resides you still have to market the App, and remember when doing so that word of mouth works best.
If you opt for an adaptive deign web site remember you are committing to maintaining two versions of the same web site.
Responsive design is the gold standard for mobile devices (not just smart phones), and works across a wide range of devices. It leverages html5 and css3 to deliver a web site scaled to the device accessing the site.
- Audioboom https://audioboom.com > The audioBoom platform allows ordinary users to bring content to millions of listeners worldwide via their web site, embeddable players, mobile applications, Facebook & Twitter, basically providing on demand audio to download.
- Podcasts: https://www.apple.com/ie/itunes/podcasts/ Users can actively subscribe to a channel (great for promoting special collection or archives) (This refers to podcasts on the Apple itunes platform)
- Prezi: https://prezi.com/ (Open an educational account) Prezi is cloud-based, meaning you can present from your browser, desktop, iPad, or iPhone and always have the latest version of your work at your fingertips. Create or edit on the go, then auto-sync across all your devices with ease. Presentations can be embedded locally
- Upload preexisting documents (save word or powerpoint as a pdf), and each pdf page will be identified as a seperate item within the prezi presentation.
- For example upload a document with the floor plans of your library on seperate pages and you can create an interactive map of your library.
- Don't go mad with it, use it to make something small and interactive.
- Slideshare: http://www.slideshare.net/ Offers users the ability to upload and share publicly or privately PowerPoint presentations, Word documents and Adobe PDF Portfolios. Presentations can them be embedded locally.
- Bitly: https://bitly.com/ hare this Bitlink with others via Facebook, Twitter or Email, copy the Bitlink provided for easy sharing, Add notes to the Bitly link, Add the Bitly link to a bundle . All the links you save will be accessible at any time in your Bitmarks list. You can also track the stats for any Bitly link.
- The value of having a bit.ly link is that this shortened link is easy for people to remember.
- Library information
- Information technology information
- Virtual library tour.
- White board videos
- Is a free screen capture & video recording software for Microsoft Windows. With TinyTake, you can capture images and videos of your computer screen, add comments and share them with others in minutes. TinyTake is built by MangoApps and is available for free.
- Vimeo: Provides a high quality service hosting service, which provides statistics, can be locked down / password protected, however there are limits to what you can do with the free version.
- Provides a brandable embedded solution to video hosting.
Blogs, Tumbler etc.
Tumblr: micro blogging
Twitter & Pinterest
- Run a 3 question survey - embedded in social media, before a marketing drive.
- Have your marketing drive.
- Re-run the survey 2 months later to see if there is a change in knowledge / behaviour.
Use Storify to curate content in relation to an event or timeline. Search in the storify interface for facebook, twitter and other web content replated to your event, click and drag them into the interface in the order you want, publish and embed in you web site. storify.com (quick gathering of my posts this semester https://storify.com/AnLeabharlannai/an-leabharlannai-2014
Pin photos and videos, arranged and organized by theme. Put your own stuff up for external use.
Pin your perfect library. (Let others pin to this board)
It gives pins and boards a unique URL.