Nancy's Book for Sale at the PLA Store

When I was in Portland last week at PLA, I visited the on-site PLA store to check out the latest library goodies. How exciting to see Nancy's book there on the shelves! (right side, middle shelf--the cover with rows of chocolate candy on it!)

If you haven't seen Bite-Sized Marketing yet, give it a look! It's full of simple, low-cost things you can do to promote your library. If you don't have a big complicated marketing plan or a huge staff at your disposal, then starting small is the way to go. This book offers plenty of tasty ideas.

Happy Blog-i-versary to Me!

I almost let it slip by again this year, but I just remembered to check. My first post here on The M Word was March 27, 2008. So I'm barely in time to wish myself a Happy 2nd Blog-i-versary! Can hardly believe it's been so long...

Back on that date (which may live in infamy), Nancy introduced me, then I made my first brief post.

A few days later--in fact, exactly 2 years ago today--I wrote my first major post, titled "What 'Marketing' Really Means." There, I gave the real definitions for the words Marketing, Public Relations, Publicity, Promotion, Advertising, Branding, and Advocacy. Think you know the difference between them all and understand how they relate to each other? Go back and quiz yourself. Most people misunderstand the terms and therefore misuse the tools. Differentiating these specific processes is the first step in True Marketing.

I also want to remind you that Nancy Dowd started this blog back on April 8, 2006. She shared some of her background in her introductory post. So it's nearly time to wish her a Happy 4th Blog-i-versary!

Nancy, I think that next week we should get together for some "birthday" cake! :-) What do you say??

New Gates Study, "Opportunity for All," Released at PLA

Last Thursday, during the Public Library Association Conference in Portland, an important new study was released. It's full of the sort of data that U.S. public librarians need right now to prove how much they are used and valued by their communities. (Note how the press release starts with a big, stunning number to get the attention of the media!)

PORTLAND, Ore.—Nearly one-third of Americans age 14 or older – roughly 77 million people – used a public library computer or wireless network to access the Internet in the past year, according to a national report released today. In 2009, as the nation struggled through a recession, people relied on library technology to find work, apply for college, secure government benefits, learn about critical medical treatments, and connect with their communities.

The report, Opportunity for All: How the American Public Benefits from Internet Access at U.S. Libraries, is based on the first, large-scale study of who uses public computers and Internet access in public libraries, the ways library patrons use this free technology service, why they use it, and how it affects their lives. It was conducted by the University of Washington Information School and funded by the Bill & Melinda Gates Foundation and the Institute of Museum and Library Services.

The full press release has been released in various outlets; you can find it here.
The PR itself includes some of the main findings, such as these:

* 40 percent of library computer users (an estimated 30 million people) received help with career needs. Among these users, 75 percent reported they searched for a job online. Half of these users filled out an online application or submitted a resume.

* 37 percent focused on health issues. The vast majority of these users (82 percent) logged on to learn about a disease, illness, or medical condition. One-third of these users sought out doctors or health care providers. Of these, about half followed up by making appointments for care.

* The library’s role as a technology resource has exploded since 1996, when only 28 percent of libraries offered Internet access. Today, almost all public libraries offer visitors free access to computers and the Internet. Unfortunately, up to a third of all libraries say they lack even minimally adequate Internet connections to meet demand. More report that they cannot provide the access their patrons truly need.

“Library technology services have created opportunity for millions of Americans, but public libraries struggle to replace aging computer workstations and increase the speed of their Internet connections,” said Allan Golston, president of the United States Program at the Bill & Melinda Gates Foundation. “This study highlights what is at risk, particularly for low-income individuals who heavily rely on the public library for their technology, if future public and private investment in public libraries doesn’t keep pace with demand.” (emphasis mine)

The report’s findings are based on nearly 50,000 surveys – including 3,176 from a national telephone survey and 44,881 web survey responses – from patrons of more than 400 public libraries across the country.
The full report is available for free here.

The Gates Foundation even provides the accompanying high-quality image; download it here.

PLA President Feldman Makes TV Appearance

Sari Feldman, president of the Public Library Association, appeared on the KATU-2 television network during the PLA conference in Portland. It's a pretty good interview, under 6 minutes long and worth watching.

I thought she could've given a slightly better answer to the common question "Why do we still need libraries when we have computers?" but hey, I'm picky about that. (What answers do I recommend? You'll find them in my book and on my website.) I do give her extra points for managing not to slap the host when he shushed her. I found that action (which he did more than once!) pretty rude and uninformed. And of course it also helps that nasty stereotype live on... But it should be a lesson to librarians. Yes, people still relate that to us. Yes, they still think that way. And no, most people have no idea what sorts of items, events, and expertise are available at public libraries today. This means that WE ALL NEED TO DO MORE AND BETTER PROMOTION!

Feldman is doing her part to spread the word. Are you?

Kathy's Keynote at AquaBrowser Launch at the Public Library Association Conference

This morning I keynoted a lovely breakfast event held by Serials Solutions to relaunch a new SaaS version of its "discovery layer" product, AquaBrowser. Why did they have a marketing speaker at a product launch? Well, Serials Solutions touts AquaBrowser as a tool that can help show how useful and cool libraries can be.

Without getting too technical, these "discovery layer" products sit on top of OPACs to allow search results to appear more like they do in Amazon.com. It has plenty of "more like this" terms, a map of related words to click on, lots of color, etc. And the interface is very intuitive, so like Amazon, users can just type in a few words and get a good-looking (but fully relevant) results list. In other words, it takes library-centric, hard-to-search OPACs and makes them work and look more like the simple, public-oriented tools that people like to use.

I am not pitching for AquaBrowser, and it is not the only such product on the market. All discovery layers can help make search more satisfying for everyday people, so they're worth exploring. If you're hearing customers ask, "Why can't the library be more like Google or Amazon?" then you should know that there are products that can help make this happen. (and since they are top layers, they work with any OPAC or ILS.)

After I spoke, Carolyn Anthony, director of Skokie (Ill.) Public Library, talked about her experience with finding, choosing, and using AquaBrowser. She confirmed that the ultra-friendly search functions had indeed excited patrons. Finally, Corrine Kuhl of Serials Solutions took the podium to explain a bit more about the product itself and to cite studies about user search habits that prove the need for such simplifying tools. Kuhl said that tools like this give users a "better perception of your library."

I would like to thank Serials Solutions and its parent company ProQuest for caring enough about libraries and understanding enough about the importance of marketing to have asked me to give this presentation. It allowed me another chance to explain the basics of marketing and to encourage public librarians to do more of it. Great vendors, great event, great audience!

Forbes Article on the Value of Librarians!

There's an outstanding article on Forbes.com that each of you should read right away! It's called "Young Learners Need Librarians, Not Just Google" and it makes a strong case for the importance of school librarians, in particular, and librarians in general. When you're trying to convince others that libraries are still valuable in the age of the Internet, point them to this article. Coming from a respected source like Forbes, it's a powerful tool!

Every word is worth reading, and here are some quotes to convince you:

To use the Internet as a library you need new research skills: the ability to pick out reliable sources from an overwhelming heap of misinformation, to find relevant material amid an infinite array of options, to navigate the shifting ethics of creative commons and intellectual property rights and to present conclusions in a manner that engages modern audiences.

And here's one about why kids can't just roam the Internet without expert guidance:

In addition to learning how to phrase a search query, students need to learn how to protect themselves online, and how to share their work through wikis, videos, and other interactive media. Without a dedicated guide, they end up, in the words of professor Henry Jenkins, as "feral children of the Internet raised by the Web 2.0 wolves.

Library advocates, put this in your arsenal and use it right away!

"@ Your Library" Brand Used in South Africa

The use of the "@ your library" brand continues to spread worldwide. This week, the Library and Information Association of South Africa (LIASA) is using the brand to promote South Africa Library Week (March 15-20). The theme, Score @ your library, was inspired by the upcoming FIFA 2010 Soccer World Cup. What a great tie-in!

According to ALA:

Three posters have been created to help promote South Africa Library Week. Posters geared toward adults will feature the slogans "Read the game, score @ your library," and "Eat, breath, read soccer @ your library." A poster aimed at children will also feature the Read the game slogan.

In addition to the posters, LIASA has created bookmarks, reusable bags, and balloons featuring the slogan "Score @ your library." Free promotional materials are made available through the Provincial Library Service to libraries affiliated with the Western Cape Provincial Library Service. Materials are available in three of South Africa's 11 national languages.

The Campaign for the World's Libraries was developed by the American Library Association (ALA) and the International Federation of Library Associations and Institutions (IFLA) and is designed to showcase the unique and vital roles played by public, school, academic and special libraries worldwide. Since 2001, 36 countries have joined the campaign, and the @ your library brand has been translated into each country's language. The @ your library brand is currently available in 31 languages. The logos are available for download in each of the partner country's flag colors.

And don't forget, you can download the official versions of the "@ your library" logo in all languages at this ALA site.

Irish Libraries for St. Patrick's Day

Ireland, Dublin from Jaap van de Geer on Vimeo.

If you're thinking about the Emerald Isle today, you might enjoy this video shot by the Shanachies at the South Dublin County Council "Leabharlann" (Library) in Dublin, Ireland. At the ShanachieTour website, there's also another video from the Linen Hall Library in Belfast.

And did you know that the term "shanachie," which our roving Dutch library friends have adopted for their worldwide library tours, is an old Scottish / Irish word for someone who travels around telling stories, histories, and legends? And have you gotten their fantastic book?? ShanachieTour: A Library Road Trip Across America
(Just in case you've always wondered, it's pronounced "SHAN-uh-kee")

You might also enjoy a few pictures from my own trip to Ireland in the spring of 2007. Here's one from the Trinity College Library in Dublin (top right), and another from a small branch in Dalkey Village (below).

Happy St. Patrick's Day!!

How Libraries Can Create or Anchor Community Hubs

I discovered this article via Facebook today, thanks to a link from librarian Jen Waller (thanks Jen!). It's the most positive, exciting article about future libraries that I've seen in a non-library publication for a long time.

It's called "New Libraries Revitalize Cities: New library complexes rejuvenate urban centers around the world by including theaters, shops, cafes, offices and even gyms" by Jonathan Lerner, and it appeared on Miller-McCune.com on March 2, 2010.

It discusses a library planned in Aarhus, Denmark; along with others that have been built in Salt Lake City, Utah; Seattle, Washington; Delft, The Netherlands; Cardiff, UK; and others. The article tells readers that these libraries are meant as more than traditional book warehouses; that these have been designed as community centers and hubs of activities. On some sites, the library has been built in the same building as (or just adjacent to) other popular destinations such as shops, restaurants, health clinics, or swimming pools. The idea is that a library draws people together, and by placing them with other useful and valuable community anchors, these projects can create successful new "downtowns" or urban centers.

Why am I writing about this in a marketing blog? Because it's a great article to put in your arsenal. Use it when people ask about the future of libraries; send it to your funders or legislators if they're wondering whether brick-and-mortar libraries still matter; share it with your architect or city planner; reference it in your annual report. And there are quotable quotes such as this one from Maija Berndtson, a library director in Helsinki who is involved in creating the vision for a new central library in that Finnish city. Berndtson shows a perfect example of "true marketing" when she suggests that some rooms in the new building would be furnished for the short term, then would change according to the way people used them. “We see how the customers behave, and then follow their ideas.” Bravo!

Illustration from Helsinki City Library's website: Central Library - A place where knowledge, skills and stories meet. Illustration © Teemu Nojonen

Berndtson also shared the Helsinki project's well-defined purpose: to be “a cultural meeting point, both physical and virtual; the city’s public face … where interactive democracy takes place…; a place where city-dwellers can spend their free time, feel at home and meet others, a place for the entire family right in the centre of town.”

This whole article is an inspiring read, and an even more valuable pass-along for our non-librarian colleagues and potential community partners. (I'm not sure how long this will stay online, but you could ensure your continued access by buying a single issue if you like.)

Reports You Can Really Use

There are two recent reports that you can really use to help state your case when speaking to funding officials and when making advocacy speeches.

The Institute of Museum and Library Services (IMLS) has released a report called “Service Trends in U.S. Public Libraries (1997–2007)” that covers PC distribution, circulation, patron usage trends, and more. IMLS advises library workers to use this report’s data to develop elevator speeches. There's a six-page summary online.

ALA has released a report titled “A Perfect Storm Brewing: Budget Cuts Threaten Library Services at Time of Increased Demand.“ It’s part of the Public Library Funding and Technology Access Study, a multi-year project that builds on the longest-running and largest study of internet connectivity in public libraries. The study assesses public access to computers, the internet, and related services in U.S. It also discusses the impact of library funding changes on connectivity, technology deployment, and sustainability during fiscal years 2007–2009. It was conducted by ALA and the Center for Library and Information Innovation at the University of Maryland in fall 2009 and was funded by ALA and the Bill & Melinda Gates Foundation. Learn more at this website.

Another Idea for Partnering and Fundraising

Partnering with nearby companies, clubs, or associations is something that Nancy and I both talk about in our presentations. It's a great way to make friends, groom advocates, raise funds, and educate your community about the library's services and value. There are many organizations you can approach, and I was just reminded of one I'd like to share.

As I headed to a local pub for some grub recently, I saw this sign. This restaurant, part of an area chain, is actually looking for partners for a "Dine & Donate Night." This is a joint venture where you agree that a small amount of the proceeds (10% or 20%) from one night of dining goes to your library. Both the library and the restaurant publicize these in advance to get as many participants as possible.

Why would a restaurant agree to give you part of their profits for the night? Because, by your organization encouraging all of its members, friends, families, and supporters to eat out at a certain place on a certain night, the restaurant ends up having more customers than usual. The owners, of course, hope to impress the new (or infrequent) visitors and therefore to turn them into repeat customers. So the restaurant has a chance to get more diners, and you get some money by simply asking people to eat out rather than appealing for money directly. (People often like these deals because they feel like they're getting something for their money -- a meal -- rather than just handing it all to you.)

Most of us have seen such events advertised in our communities, but how many of us have ever explored doing something like this for our library? Does anyone have a story to share about joining with a pub or eatery??

YouTube Non-Profit Program

Did you know about YouTube's non-profit channel? Organizations with 501c3 status (Friends and foundations!) can join.

YouTube created the nonprofit program for organizations that want to connect with supporters, volunteers, and donors but don't have the funds to launch expensive outreach campaigns? (I think we fit that description:-) I've included the benefits they listed- take note that there is a "Donate" button!!!

Program Benefits

• Premium branding capabilities and increased uploading capacity
• The option to drive fundraising through a Google Checkout "Donate" button
• Listing on the Nonprofit channels and the Nonprofit videos pages
• Ability to add a Call-to-action overlay on your videos to drive campaigns
• Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause.

Here's their video campaign tip sheet:

Thinking of launching a video campaign here on YouTube? Here are some tips that will help to maximize your efforts.

1. Do your research. YouTube is more than a video-sharing site; it's many communities of active and engaged users. Look for current trends on the site (or ask us for tips) and find people who you think would engage with your campaign. If you launched your campaign today, can you see individual users who might contribute? If so, you'll know that what you're asking for isn't out in left field.

2. Be you, be different. Your campaign should reflect your organization's sensibility, so think of a concept that's in keeping with who you are. YouTube users appreciate authenticity. Emphasize how your campaign is unique to your organization and its goals.

3. Keep it simple. A simple campaign with a low barrier to entry is essential if you want to get a large number of submissions that resonate with your call-to-action.

class="yt-static">4. Create a great call-out video. The call-to-action video is your most important piece of media—you don't get a second chance to make a first impression. The video should be concise, interesting, and clear about what you're asking people to do. Short, snappy call-out videos that use humor to pique people's interest usually do very well. Your choice of spokesperson is also important.

5. Set up your platform. As a rule of thumb, it’s best to use your organization’s current YouTube channel to host the campaign; this way you can build your subscriber base. To collect entries, you can ask people to upload their videos as reply videos to your call-out video, or you can create a group on YouTube and use that as your home base for the campaign. You should also make a playlist of all the entries you get and post it to your channel.

6. Show examples. You may want to make a few example videos to give people a sense of the type of content you're looking for.

7. Create incentives. What is the upshot if someone participates in your campaign? A prize or reward? Recognition on a bigger stage? Connecting with a well-known figure in your organization? Being part of a larger movement? Make it clear what people stand to gain—individually or collectively—if they participate and/or win.

8. Partner up. There is power in numbers on YouTube; it may be helpful to partner up with other organizations on the site whose work closely mirrors your own so that you can cross-promote your campaign on YouTube and off.

9. Beat the weeds. Merely uploading your call-out video and launching your campaign doesn’t guarantee participation. Before you even start, find individual YouTube users who you think will like your campaign. Engage the blogosphere in critical markets. Embed your call-out video on your website and in your email action alerts to drive traffic.

10. Stay involved right until the end. Post videos along the way that give progress reports on how the campaign is coming along. Stay engaged to reassure people you're watching their content and interested in what they have to say.

11. Finish strong and leverage the content. Create a mash-up video of the best videos in the campaign and post it to YouTube and/or embed it on your own site. You can also send it to news outlets for promotion.

Trendy Topics

I'm excited to part of a great line up of marketers for the Trendy Topics Online Conference on Marketing for Libraries is scheduled for Tuesday, March 9. Here's a link to everything you need to know.

Hope to "see" you there. -Nancy

SPEAKERS:

Alison Circle of Columbus Metropolitan Library and blogger for "Library Journal", will be the opening keynote speaker at 11:00 A.M. Eastern Time. I'm speaking at 1:30 :-) hope to see you there.

11:00
What Libraries Can Learn From Corporate America About Marketing
Kitty Pope, Alliance Library System

12:30
The Challenges of Reaching a Library’s Diverse Audience
Trisha Noack, Peoria Public Library

1:30
Is Mobile Marketing Right for Your Organization?
Nancy Dowd, New Jersey State Library

3:00
Marketing Basics for an Academic Library
Toni Tucker, Milner Library, Illinois State University

4:00
Get Social with your Customers!
Cynthia Hart, Virginia Beach Public Library

Hope you can join us!

First-Ever National Bookmobile Day Will Be April 14, 2010

If your library has a bookmobile and you want to promote it, here's a great chance. This year, as part of National Library Week, the first National Bookmobile Day is being sponsored by the American Library Association (ALA), the Association for Bookmobile and Outreach Services (ABOS), and the Association for Rural and Small Libraries (ARSL).

There's a webpage for it that has sample publicity materials, including a press release, letter-to-the-editor, and proclamations for library staff and supporters to use in their communities. There are also downloadable National Bookmobile Day logos, bookmark templates, a customizable flyer, and links to National Bookmobile Day on social networking sites.

In addition, the toolkit also has links to the National Bookmobile Day community in ALA Connect, where librarians can collaborate and share ideas on promoting the event. Participating libraries can share ideas and stories on how they celebrate the contribution of bookmobiles and direct-delivery outreach.