Turning the entire Library Marketing ecosystem on its head.

Posted on by pcsweeney

I had an amazing conversation with some people on twitter the other morning all about how libraries doing a really bad job of marketing themselves. I tweeted that “I believe that if librarians spent time money on marketing then we wouldn’t be constantly complaining about people perceptions of libraries” and that libraries need to drop a database in order tell people about the other 49. Well, I’m going to take it all back. I realized that I was wrong, the problem is not that librarians are refusing to market themselves, its that our biggest vendors refuse to market their products.

The problem is that it shouldn’t have to be librarians who are marketing and advertising the things that libraries are offering like databases and our various collections. The ones marketing their products to the public should be the ones selling those products to us. If some database company wants my library to buy their product, there should be a demand for their product. If nobody uses their latest proprietary database on the mating habits of the Great Spotted Alaskan Chinchilla, then my library just simply shouldn’t be buying it.

Why are librarians the one stuck paying for a product, and then having to pay to market that product to the people to make sure that demand is high enough to justify buying that product? Why do we have to do their work for them? This is not how it works with any other industry.

Here’s my analogy;

The mom and pop stores on the corner of my block carry all kinds of Pepsi, Dr. Pepper, whatever… But, not once have I ever seen an ad on FB, on TV, on the Radio, in the Newspaper from the corner store telling people how delicious Pepsi is. They might advertise that they have it, but they’d never advertise that anyone should drink it over anything else. You know why? Because Pepsi advertises that people should drink Pepsi, which makes people demand Pepsi, which is why stores offer Pepsi.

But in our case;

A database company sells their database to the library.

But that’s it! That’s all that happens! Then its up to the library to make sure anyone uses it or cares that the library is paying for it. The library has to convince the public that it’s a good product AND the library has to expend resources telling people that they library offers it. The library pays for the opportunity to offer a product nobody wants because the company that makes the product doesn’t spend any resources to tell people how great their product is. It’s as if libraries are paying twice for the product and being forced to do all the big vendor’s work for them as well.

But here’s something to think about.

If one of our database companies started using their money, not to advertise to librarians that they have the product, but to advertise to the people that there is a really great product offered at their local library, then the libraries would have to offer their product due to demand AND people would know that libraries are offering these products. Essentially, by advertising to the public about what their products are offering and how great they are and that they are available with a library card then more libraries would have to buy those databases due to increased demand and libraries would get more people to use their services. Because of this we will also get more engaged and educated library users and that translates into more library support which translates into more funding for libraries which in turn translates into more money for library vendors since more people will be demanding their databases.

What do you think? This was really just a quick and rough brainstorm that I had and it was too long for a tweet so I wrote a blog. Am I totally wrong on this idea? I’d love to know that I’m wrong.

Sorry Librarians But Your FB Likes Don’t Matter Anymore

Posted on by pcsweeney

I know we all spent so much time cultivating the likes on our library’s FB pages but guess what? That’s so over. Facebook killed likes. But don’t worry, I’m going to talk to you about why they don’t matter and why I think that killing likes is a fantastic thing and what you need to do.

Page Likes Don’t Matter
In case you haven’t heard, Facebook throttled down the number of times people see your posts on your library’s page. This means that only around 2% of the people who like your page will see your posts. For most libraries, with around 1k-5k likes this means that only 20-100 people will see whatever it is you post. Because of this, you might draw the conclusion that you need even more likes than before to get more out of your page. Instead, I’m going to just argue that page likes just don’t matter now because the cost of boosting your post is so cheap and easy that you’re going to learn that you should have been doing this all along.

Fundamental library issue
You need to advertise. Why don’t libraries run ads? I’ll never figure it out. Libraries need to be running ads and have an in-depth marketing strategy just like every other organization in the country. For example, I’ve heard from everyone in a library from directors to pages who complain that nobody uses their databases and I always ask, well… How many people did you even tell that you had a database? The answer is typically something like, we made an 8.5×11 printer paper, comic sans, and clip art poster and scotch taped it to the stack for a few weeks. Ugh… That’s not marketing.

Now, with the magic of the internet, you can run a $25 ad a week to just about everyone in an average sized community regardless of whether or not they’ve liked your FB page. You can tell them all about your databases, your storytimes, your outreach, and most importantly… Your impact in the community. Depending on where you live and how you’re directing your ad, you can reach a couple thousand people with $25-$100. Whereas before, unless something went viral, you’re reach was just the people who liked your page. That is why like don’t matter.

But I know you’re thinking that if FB didn’t throttle down their reach that your page would reach a couple thousand people anyway. But I’m going to say that the people who like your page don’t matter that much, they already like the library. You need to reach the rest of the people in the community. The people who don’t like your FB page, the people who don’t come in every day, the people who need to be told to come in and use the library. That’s who you can reach with really cheap ads.

It’s a learning experience
What is great about FB ads is that they are so cheap and easy to manage. You can see your data in real time and see exactly who and how someone interacted with your ad. Over time you can see what makes people click like or interact with your FB page and improve all your stats. I’m not going to go over how to make your ads more effective, or how to direct them, or how to actually run an ad because I’m going to bet that there’s a book on your shelves right now that will tell you in great detail exactly how to do that.

Don’t Pay for page Likes
While I think that all libraries should pay for FB ads, I don’t think that anyone should pay for ads just to boost likes. Since, as I said earlier, likes don’t matter at all. But what if you are still really concerned about page likes? Then it’s time to start not caring about page likes. Because, running a good boosted post acts in the same way as an ad for likes anyway and there is also the outcome that people find out something about your library. For example, instead of an ad that says “like this FB page,” you’ll have an ad that says “come to the library.” Which do you think is better for the library? After all, you’re not running ads to support your FB page, you’re running ads to support your library.

The Money Issue
But I don’t have money for FB ads!! YES!! Yes you do. Instead of paying for a database that nobody is using, why don’t you drop the least used one and spend that money on an ad that will make people use the rest of the databases? Instead of spending money on a program that nobody is coming to, why don’t you spend that money on ads to make sure that people come to all the others?

But if I didn’t spend money on a database, I’d use it somewhere else because I have better things to spend it on than FB! Are you really going to tell me that you have a better and more cost effective way to tell thousands of people in your community how amazing the library is? Do you have a cheaper way to tell thousands of people how much the library matters? Have you figured out a less expensive way to tell thousands of people about how many wonderful things your library does for your community? If so, I’m all ears.

If not, good luck in the next election or bid for funding. If nobody knows about you, why would they pay for you?

To conclude

  • Facebook page likes don’t matter
  • Learn marketing from a book on your shelf
  • Run ads for your library


    • I’ll Leave You with an Ad for Kitten Mittens
    http://www.youtube.com/watch?v=5fP4emqw7O4

    Stop Branding Your Library!!

    Posted on by pcsweeney

    Ok, so I’m totally going to admit when I’m wrong but in my defense it wasn’t my fault. I got my MLIS at San Jose State when all they could talk about is branding and how important it is to brand your libraries and I went into library school after managing a heavily branded retail chain. In fact I was so enamored with the idea of branding libraries that I wrote all of these posts about it.

    But then, I had my interview at the library system I currently work at and I spent exactly 5 minutes in a room with Martin Gomez and realized everything I thought about branding libraries was absolute crap. While I could never even dream to express what he said to me as eloquently as he did in those five minutes, and it’s taken me years to come to terms and process what he said to me, I am going to write about why I now think I was so wrong.

    1) What is the goal with branding?
    The first thing I started to think about after that interview was, well… What problem are we trying to fix with branding? Basically, I think that branding allows marketing the available services, programs, and materials, at your libraries to be easier and centralized and that’s really about it. If that’s a library’s goal then that’s fine, I get it. Branding is all about marketing. But if someone thinks it’s going to do much beyond that, then I’m wondering what other problems they think it’s going to solve. Please comment below on this one as I’d like to hear from you.

    2) How many people go to multiple libraries in the system?
    This, I think is a critical question. Because one of the arguments I hear in favor of branding is that a library is trying to show that when someone walks into a library they know that they are in such-and-such library system. But, if a library system finds that a very low number of patrons go to multiple branches throughout the system, then maybe this isn’t that big of a concern after all?

    3) Part of a consortium?
    A problem I see with a branding a library as part of a larger consortium is that there are libraries in the consortium that are actually part of another library system and aren’t branded the same. Are they branding themselves as something different? I find that they typically are. This is probably not a problem if we look into the concern above, but in our area in the bay, we do see a lot of patron crossover from nearby library systems and they all have different services available (which I think they should). My question here is, do people really care that they are in this library system or the next or do they care that they can use their library card?

    4) Critical mass of libraries with the same brand or at least using the same card?
    This brings me to this thought. If library systems aren’t branding themselves alike across the board, then do we have a critical mass of libraries necessary to create a brand? Brands like Starbucks work because they are so wide spread that wherever you go in the country (and the world) you can easily recognize it and know that you can get a venti mocha that will taste pretty consistent with the last place you got it. In the case of libraries, are enough libraries offering enough of the same services that what is available is easily recognizable? Probably not.

    5) Same services available?
    I would argue that for many library systems, offering the same services from system to system (or even branch to branch) would not be a great idea since so many communities need such different services and programs. A rural library doesn’t serve the same function as an urban library in a lot of ways and so branding them both the same by offering the same services wouldn’t work out. This is also why, when I’m overseas and visit a Kentucky Fried Chicken, the menu is slightly different than it is in the states. Sometimes, it’s better and more profitable to be different and give out what people want instead of what we want to provide.

    6) Looking the same
    Well, that Kentucky Fried Chicken looks the same as the ones here in the states! Once again, I would argue that this only works because there is so much crossover of customers from store to store at KFC and would refer you back to numbers 2, 3, and 4 on this list. There are enough people moving from store to store around the county, the fact that a more common or easily accessible currency is used that allows that movement (money) as compared to library cards, and that there is a critical mass of outlets offering the same or similar goods and services.

    But here is where I think Branding is right. If a library system serves a small enough or similar enough community of users that they typically want or need the same services and programs etc… that there is a large enough crossover of patrons between the library system’s branches who are not also using a number of other libraries in the area or that the use of those libraries would not dilute the brand they are trying to create. And of course, that the cost of trying to rebrand every library is far lower than the benefits. I’ve only seen 2 public library systems where I would argue that this occurs.

    One the other hand, sometimes I wonder if many libraries are already branded? I’ve been to many libraries around the country that are branded as community libraries. They are branded separate and distinct to the community they serve even though they are part of the same library system. Maybe building community libraries and branding them as the library that serves their community is the way to go. In which case, it is simply the library’s role to serve their community and provide what their community wants and needs. Or, maybe to REALLY stand out from the crowd you shouldn’t brand your library like every other company?

    Governor Brown’s Proposed Budget for FY 12/13 has no money for public libraries

    Posted on by pcsweeney

    Governor Brown’s Proposed Budget for FY 12/13 has no money for public libraries. We’re asking the State Legislature to restore $15.2 million in funding.

    You can help:

  • Register today to receive legislative alerts here

  • Mail or fax letters NOW to the members of the Senate and Assembly Budget Subcommittees on Education Finance and other key legislators listed here
    A sample letter can be found here

  • Go with other library advocates to visit your state legislators in their district offices during the months of March and April. You will receive another message soon with a link to the CLA member who is CLA’s legislative contact for each legislator responsible for making appointments. You can contact that person to learn the time and place of the appointment. Talking points for those meetings are on the CLA website here

    • Be sure to add what the impact on your community is of losing all state funds for libraries and the double whammy of losing federal funds because of lacking the required matching funds.

    Act today – You can make a Difference and Save State Funding for Public Libraries!

    Two Awesome Internet Things that Libraries Should be a Part of

    Posted on by pcsweeney

    Last week I took a good look at two different websites that I think could help libraries out quite a bit. Take a look and tell me how you feel about it.

    LoudSauce
    Is a crowdfunded media buying platform that lets people spread the word about things that they think matter. They’re vision is “to transform the medium of advertising from one that primarily drives consumption to one of civic participation. What if we had more power to shape which messages were promoted on our streets? What if our billboards inspired us toward a future we actually wanted?”

    Basically, this is just like the Kickstarter website that I’ve written about except for advertising through various multi-media things billboards, radio commercials, televison ads, etc… Since, I know that libraries spend almost nothing on advertising everything awesome that we provide, this could be an amazing way to promote our stuff! All you have to do is put together a campaign, let your friends know about it, and hopefully get them to give a couple bucks to make it happen. My big complaint here is that there is no way to search the campaigns that are going on now. I wanted to search for library campaigns but I couldn’t find any. Its a brand new website so maybe that’s coming.

    LiquidSpace
    “ Book last minute or plan ahead. Browse, reserve, and check in to space immediately at hip coworking venues, high-end business centers, or handy hotel lobbies or libraries. With LiquidSpace, choose a better space for what you need to do now.”

    In the Silicon Valley there is a huge movement towards these kinds communally available workspaces for local start-ups and business meetings. In fact, there are some businesses that cropped up that ONLY provide a comfortable workspace and what’s worse is that people are actually paying for what libraries already offer!

    Almost all libraries have rooms and workspaces available to the public for free but don’t have an efficient way to manage them. This would solve that problem since this also works as a great online room reservation system. There is a mobile app and a web version. I set it up for my libraries and it only took a couple of minutes. All you have to do is put your library or its meeting rooms on the website and people can reserve the meeting rooms, or they can find out about your library as a workspace in the community.

    Thank Your Senators for their Support (or send them something anyway)

    Posted on by pcsweeney

    Alright team… After yesterday’s Tweet campaign to show support for School Libraries I was wondering what to do next. I mean, what do we do if they do get supported? How can we show our appreciation? Well, luckily I didn’t have to think about it too long. I received this email from Ann Crewdson on the ALA Council Listserv.

    Hi all,

    I had to share this piece of positive information with you all. I just got off with the phone with Senator Cantwell’s legal aide after asking her to support school librarians. I told her it was “me again.” She laughed. I told her that if Senator Cantwell supports school librarians I would send her a personalized READ poster signed by educators, just like the one I’m giving Senator Patty Murray for championing schools, kids and reading. It piqued her interest. She said chocolates wouldn’t make it through the office but a poster would!

    So there you go… Thank your Senator with an ALA READ Poster. I intend to make one from the READ cd from the ALA store and put a pair of tennis shoes in the middle for my Senator (who is known as the “mom in tennis shoes”). And Senator Canwell won’t get hers until she supports school librarians. 🙂

    What’s everyone else doing?

    Ann Crewdson
    Councilor-at-Large 2011-2013

    I think this is a great idea! We need to show our thanks to our senators who do support libraries and librarians. Personally, I would prefer the chocolate, but I see her point that it wouldn’t make it out of the office. Anyway, if your senator supports school libraries or public libraries, at the very least we need to be thanking them in some way. A signed poster is a great way to do this because they may hang it up and it would serve as a constant reminder that libraries are important! Or… If you send a Read Poster that is signed by children in your library or some other little way to yank on some heartstrings of our politicians maybe they will change their minds if they don’t support libraries.

    My whole point here is that maybe we should all send our local politicians a signed read poster? Or, maybe a read poster with your library’s children on it? What are your thoughts?

    If you want to purchase a read poster, here is the ALA Store!

    For a custom Read Poster I found this link too. Its even cheaper than a ALA Read Poster.

    These Library Projects Got Funded! Why Not Fund Yours?! The #alatt #makeithappen Challenge

    Posted on by pcsweeney

    Every once in a while I take a couple minutes and peruse the amazing projects that are happening on Kickstarter.com. I am especially interested in the projects with a library or librarian theme to them. It seems like I have been reading about some amazing projects done by librarians around the world and at the same time I have heard about other librarians lamenting the lack of funding for awesome projects of their own. Well… I’m all about solutions and it seems like this would be a great way to raise money for your library pet project. Each of these projects have funding goals of less than $10,000.00 and MOST are for less than $5,000.00. I’m only linking the ones that were successful, but there were very few that weren’t.

    2012 Reading is Sexy Calendar ($2,500)
    The goal of the 2012 Reading is Sexy Calendar is to promote reading in a creative, appealing way. Five of San Diego’s finest professional photographers have donated their talent and have been shooting for the calendar since January. In April we will chose the 12 best photographs for the calendar. Graphic Artist Nate Khouli (Damascus Media) will donate his time and talent to design a hard and digital copy of the calendar.

    Seedfolks Seed Library ($2,200)
    Seedfolks is an eclectic mix of Oakland, CA-based gardeners who cultivate food crops creatively in the marginal spaces of their urban environment.

    In the spirit of reclamation, Seedfolks is following in the footsteps of neighboring seed libraries (Richmond Grows and BASIL) to revive and reclaim traditional knowledge of seed saving and plant propagation in anticipation of our community’s current and future needs.


    American Commons: Photographing Libraries Across the Nation     ($8,000)
    This project is a photographic survey of public libraries throughout the United States. There are over 17,000 public libraries in this country. Since I began the project in 1994 I have photographed hundreds of libraries in nineteen states. From Alaska to Florida and from New England to California the photographs show a vibrant, essential yet threatened system.

    The Henry Miller Library in Big Sur is building a new stage! ($6,250)
    Situated within a redwood canyon, the stage will serve as a functional and sustainable structure, as well as a beautiful artistic statement integrated into its natural surroundings.

    The stage will complement our dizzying array of events across 2011, which will include our Vinyl in the Woods record fair, a tribute to Allen Ginsberg, Chris Robinson of the Black Crowes, S. Cary of Bon Iver, Bill Callahan (aka Smog) and of course, the world-famous “Big” Big Sur Fashion Show.

    Street Books: A Bicycle-Powered Library for People Outside ($4,000)
    This project started with a grant from Portland’s Regional Arts & Culture Council. All summer we lent books to people living outside, got to know them well, and had great discussions about literature. We also invited our patrons to be photographed with the book of their choice, and to contribute their own stories from the road.

    The Underground Library ($3,000)
    Through our accrued circuits of writers, artists, musicians + filmmakers, The Underground Library aims to showcase the vast output of yet-to-be discovered DIY doers in NYC and beyond, ideally resuscitating the magic of the literary object with small, hand-crafted hardcover books that can’t just be read on the internet or back-ordered from a Barnes and Noble.

    READOUT, ACTOUT ($1,000)
    ReadOUT, ACTout is a theatrical performance based on five commonly challenged children’s books that feature alternative families and gender expressions. This production will not only draw attention to banned books week and the right to read, but will also serve to educate the University of Arizona campus about LGBTQ issues and help prevent bullying of those who are different.

    Biking 400 Miles to Forever Abstract Librarianship ($800)
    Librarianship is a science. I have spent the past six years using art as a means of scientific intervention in public knowledge economies. In May, 2011, I will bike from Copenhagen to Berlin in a group of 100 librarians from around the world, in the first ever library conference on wheels. I am representing the Molesworth Institute, and hand painting my cycling apparel which will be exhibited in a solo show on Information Technology at the Palo Alto Research Center in January, 2012.

    I am surprised by the low number of library projects that are being funded through Kickstarter since there are so many amazing projects that I know that librarians want to do. Just on the Twitter stream alone I have read about so many fantastic projects that should be funded, and I think, could be easily funded. I mean, think about it! You already have a vehicle for publicity on your libraries eBranch or Website. It would be easy to market through your library’s social media. I think that the only thing that’s missing here is a just a little bit of #makeithappen.

    So… In the next month or so, I’m going to put my own kickstarter project together and see what I can make happen. I challenge you to do the same! In fact, as I write this I’m thinking about putting together some kind of more formal library kickstarter campaign to slam the website with library related awesomeness! Hmmmm…. I’m getting more and more excited about this idea. So who wants to help me put that together? I’d love to get a couple of librarians to help me with this one. Who’s with me?

    Otherwise- Why not start a kickstarter project of your own? What do you think is awesome? What would you fund? What do want to do?

    New Orleans Annual, June 26, 2011: Flash Mob

    Posted on by pcsweeney

    ALA’s first ever Advocacy Flash Mob and Freeze took place in Jackson Square on Sunday at 5:50 pm amid a downpour that some participants dubbed a “Flash Flood Mob.” More than 50 library advocates gathered in front of Saint Louis Cathedral despite the rain to dance and sing “When the Saints Go Marching In” as a lead-up to the Freeze. Most wore t-shirts with library slogans on them to identify themselves as librarians supporting the New Orleans community, just as ALA did in 2006 when it was the first conference to return to NOLA after Hurricane Katrina. Libraries care about communities, and communities should care about libraries. The Freeze Mob was organized by the ALA Think Tank as a #makeithappen event.

    Could Google+ Ruin Your Online Personal Brand?

    Posted on by pcsweeney

    So I got a google+ invite (just bragging)! While I was exploring this new social media and talking to friends and happily putting them all in all of their specifically labeled circles, I started thinking about the amount of metadata that we are creating for each other and about each other. I started thinking about twitter lists, facebook groups, and other classifications in the multitude of social media platforms that we, our company, or our brand, is being put into against our will and without our control.

    I understand that people have had these concerns with FB already because they are already doing some of it in a way. But I think that Google is slightly different because people “like” a company on FB or “friend” me and its pretty much exclusive to FB, whereas people “Google” me to find all of my online persona or a company’s online presence. These groups and pages in FB don’t have an effect on people’s search results for me within FB. But, my friends’ classification of me could have a strong impact on what search terms are used to find me or have a strong impact on my public online identity.

    Here is another difference, I think. FB uses my groups and likes data to send me more specific and better targeted ads and recommendations. I’m the only one who is really affected by this data because I see the ads and recommendations when I’m online. I see the results of people’s classifications of me. And, for the most part, I’m the only one who does. However, Google can more effectively use this “circle” data to influence the search results for me. Results that anyone can see, that influence how people find me, and that the public can associate with my online brand identity.

    This is because these lists and groups generate a massive amount of metadata about our online persona. I originally thought about Google+’s collection of this data specifically because they are in the search, metadata, and ad business. My first thought was how my friends’ classification of me in circles would affect search results for my public online identity (PC Sweeney) that I spent a lot of time constructing. Would it be completely upended because people started putting me in the “douchebag” circle? Would it be possible that whenever someone searched for “assholes” I would rise to the top of the search results because that’s how people had classified me? Or, would I simply continue to be put in the “librarian” circle? Or even… dare I say it? That searches for “awesome” would bring me to the top of Google searches?

    But, ok… Let’s just say that I’m put in the asshole circle, twitter list, and facebook list (because that’s more fun). How will that affect my job search or my career advancement? People potentially could see my online brand through search results, and people’s classification of me that I am branded as an asshole. My boss, or future boss could learn about this and it could ruin my career.

    While, I think this would be mostly funny, I wonder about larger companies that have been branded by these lists such as BP, PG&E or Walmart. How can they control it? I don’t think they can either. They could try to avoid social media all together to try to limit their classifications. But then what about FB Places or Yelp that automatically generated a social media space for that company? Avoiding social media would be wrong too.

    So what is the solution? In the future, starting now, it is going to be more and more important to not be an asshole and more important to just be awesome.

    Get ready for ALA in New Orleans with this great library gear!!
    Purchases from The Library Advocacy Store Support Library Advocacy Projects
    like the Great Librarian Write-out

    Save Oakland Public Libraries is AWESOME!!

    Posted on by pcsweeney

    Via the Amazing Rosario Garza

    “Here’s a situation that has not gotten much attention at all: Oakland Public Library is slated to have their budget DRASTICALLY cut, by 85%. Fourteen branches will be closed, leaving only 4 branches open to serve a population of over 400,000. Those four branches will be understaffed. This proposed budget will surely devastate the public library system in one of California’s largest cities.”

    So here is where is gets really good! Rather than lay down and take it, the fantastic librarians at Oakland Public Library deserve mad props for their outreach, advocacy, and awareness campaigns. Many of these are broadcast through their Save Oakland Library Facebook Page that has over two thousands likes! I’m showing your their Facebook event pages instead of all the media about it because THIS is how you run a Facebook campaign!! AMAZING!

    I’m going to link you to a couple below. You should do some of these if your library is in danger too. (San Jose Public Libraries are your there?)

    Zombie Crawl to Save Oakland Library

    Purple Pajama Storytime–plus PIZZA!

    SILENT Funeral Procession for the Library–at ART MURMUR

    Save Oakland Libraries Bike Ride

    Save Oakland Library: Guerrilla Storytime #2!

    Save Oakland Library: Guerrilla Storytime #1!!

    Be sure to look for all the news about that was generated from these great events too. They are receiving a huge amount of media attention and that is where their power is coming from.

    Get ready for ALA in New Orleans with this great library gear!!
    Purchases from The Library Advocacy Store Support Library Advocacy Projects
    like the Great Librarian Write-out