word of mouth marketing - florida library webinars · pdf fileword of mouth marketing is the...
TRANSCRIPT
Word of Mouth Marketing is the process of actively trying to harness and develop the power of users talking about your service to their peers,
in order to boost promotion of your library
Spark itNurture itProvoke itGrab it
The Library
The Library
Segmenting and tailoring
Going to where the people are
Marketing in campaigns
Using social media
Harnessing W.O.M.M
There’s no better way to cut through the white noise than to
have your users do it for you
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?
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?
NO
NO
NO
It’s very hard to make Word of Mouth happen here…
Word of Mouth will happen on its own if what you do is exceptional
NB: it’s not necessarily that you need to be exceptional compared with other libraries!
Make exceptions.
Make exceptions.
Make exceptions.
Don’t blend in
Don’t blend in
An honest voiceA bit more ‘me’ and a bit less ‘me too’ Humour is good (but jokes are hardto pull off!)
The unexpected –subvert expectations of how a library works or communicates
Don’t blend in
An honest voiceA bit more ‘me’ and a bit less me too’ Humour is good (but jokes are hard to pull off!)The unexpected –subvert expectations of how a library works or communicates
The functional still matters!
Do what people need.Market what they
Contagious: Why Things Catch On (Simon & Schuster, 2013)
Make people feel like insiders… and focus on feelings rather than function
Make people feel like insiders… and focus on feelings rather than function
Make people feel like insiders… and focus on feelings rather than function
2) Craft short and shareable messages
TIME FOR A TASK: Can you think of any existing comms or messages
your library could simplify?
By trimming it down, making the language more user-centred, or cascading something complicated into two
smaller, more straightforward messages? Make a note of any ideas you could take forward at your organization.
A useful question to ask is, would it fit in a tweet? (Even if it’s not a tweet…)
A visual element often helps
3) Identify champions (plural)
Power Users Young Minds Virtual Users
Power Users Young Minds Virtual Users
Champion Champion Champion
What’s the incentive?
4) Equip your influencers
The exact message, and the benefits to the users
The end-game for the libraryA time-frame
Physical materials –pamphlets, posters etc
Digital materials – images, links, attachments etc
It’s not just the user champions who need the tools, it’s the staff…
It’s not just the user champions who need the tools, it’s the staff…
“Library staff members receive a monthly email that announces the
WoW of the month they are encouraged to promote. Each
branch is given a supply of attractive palm cards for the
service, with simple instructions to make it easy for the customer to give it a try. Messages about the
featured service are also posted on Facebook and Twitter.”
5) Track and document impact
IMPORTANT! Don’t just measure the after…
IMPORTANT! Don’t just measure the after…
Total membershipDaily visitors
Room occupancyE-resource use
CirculationSocial media following
Social media engagementWebsite hits
Whatever else you’re trying to achieve
Ben Bizzle: master practitioner of the dark arts of WOMM!
Oh he didn’t !?
POLL TIME! Did they go
too far..?
It’s all part of a PLAN. The provocative ads hook you in – Ben’s aim is not to get you to agree, but to
make sure you don’t forget what you just saw.
Once they hook you there’s plenty to keep you.
Coordinated colours. Consistent branding. Short, sharp, shareable. Fun.
Tapping into social currency.
Tapping into social currency.
What story are your users already telling?
And the thing is… it REALLY works.
And the thing is… it REALLY works.
And the thing is… it REALLY works.
REPEAT POLL! Did they
go too far..?
Fine Amnestyat the Library!
