Best Practices to

Transcription

Best Practices to

OverDrive: Proven Value for Libraries
• Contact us for more information
1. Web: www.overdrive.com
2. Email:
it's time to
[email protected]
pick the
winner!
Maximize
Circulation
Best Practices to
3. Phone: 216-573-6886 x4
via Marketing Outreach
4. Connect with us!
http://overdriveblogs.com/library
Contact: [email protected]
1. Here at PLA: Get a personal
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demo and attend
more
sessi
Agenda
1.
Demographic survey
2.
Marketing resources
3.
Promotion:
 Seasonal: Spring & Summer
 In the library
 Out in the community
4.
Maximize your online presence
 Web graphics, QR codes & email
 OverDrive WIN
 Social networking: Facebook,
Twitter and other sites
 Investing in online marketing
5.
Try this…
6.
Contact us
7.
Appendix
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Know your demographic
Last summer, OverDrive and ALA conducted a user
survey at U.S. public library websites.
Gender
Age
13-17
18-29
30-39
40-49
50-64
65-70
71+
Male
Female
Average # of
visits / month
8
6
4
2
0
Physical
Digital
Branch Collection
Know your demographic (cont.)
OverDrive – ALA survey data
Education Level
Less than H.S
H.S / GED
Some College
2 / 4 -year degree
Post Grad degree
Device used
PC
Mac
eBook Reader
Smartphone
Tablet
Other
Creating your message
For marketing purposes, some great findings…
Have been downloading
eBooks for…
Over the past 6 months,
my borrowing habits have…
1st time
0-1 month
1-3 months
3-6 months
> 6 months
Increased
Decreased
Stayed the
same
This means, you may need to add to your awareness-building tactics
by informing your community about new content and new features on
your digital collection.
Marketing resources
OverDrive can assist with your
promotional efforts through …
 Print materials
 Instructional handouts
 Press releases
 Web graphics for your website
and catalog
 Resources for promotion via
social media
 ... and more!
Visit the OverDrive Partner Portal:
http://partners.overdrive.com
Seasonal Promotion:
Marketing Ideas for Spring & Summer
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Summer Reading
 Have you integrated
eBooks into your summer
reading program?
 Direct students that have
required reading
assignments over break to
look for those titles in your
digital collection.
 eBooks & audiobooks are
great for vacations and
road trips! Reach out to
travelers with these
summer themed posters.
Summer Reading materials available
now on the Marketing Kit in the
Partners Portal.
Beach Reads
 Highlight your collection with content
and publisher specific marketing
materials.
 Lonely Planet eBook travel guides
can assist with planning a summer trip.
 Use Like Titles flyers to help patrons
find their next ‘great read’ based on
books they already love.
Find these marketing
resources & more in the
Partners Portal.
Promotion:
In the library
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In the library
 Display posters and
distribute bookmarks to
users at checkout
 Highlight physical books
that are available as eBooks
 Provide hands-on experience
with a Gadget Gallery or
eReader Petting Zoo
 Offer a training
class for new users
Sacramento Public Library (CA)
Glen Ellyn Public Library,
eMediaLibrary (IL)
Licking County Library, SEO
Library Center (OH)
Helpful Handouts
Learning Center Resources:
http://partners.overdrive.com/learning-center/resources
Device recommendations
OverDrive Test Drive
With OverDrive Test Drive, your library
can offer eBook devices for demonstration
and lending.
 Staff education and training
 Demo devices at the library
 Lending devices to users
Promote Test Drive with pre-made
materials in the Promotional Kit.
Program resources, enrollment information and more …
http://partners.overdrive.com/service-enhancements/test-drive
Promotion:
Out in the community
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Outreach ideas
 Post flyers on public bulletin boards
and offer bookmarks at coffee shops
and gyms.
 Target commuters with posters or
billboards at bus stops, subways
or train stations.
 Advertise on-the-go with car or truck
wraps.
Surrey County Council (UK)
Spruce Grove Public Library, TRAC Consortium (CAN)
Public Library of Cincinnati and Hamilton County (OH)
Outreach ideas
 Host a table at a community event
to share information.
 Create a simple commercial for
local TV using Vimeo.
 Have fun and be creative!
Whitby Public Library (CAN)
Metropolitan Library System (Ok)
Hoover Public Library, Jefferson County Library Cooperative (AL)
Contact local media
Issue a press release to your
local media channels to
announce your OverDrive service
and share updates.
 TV
 Radio
 Newspaper
 Local publications and blogs
Georgia Download Destination (GA)
Evansville Vanderburgh Public Library (IN)
Public Relations Templates
http://partners.overdrive.com/marketing-outreach/libraries/public-relations-templates
Maximize your online presence
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Add a web graphic
York County Libraries (PA)
Post a graphic or text link on
your library’s website or catalog to
direct users to your ‘Virtual
Branch.’ The graphic should be
easy to find and direct.
Alachua County Library District (FL)
WIN Catalog
Opt-in for the OverDrive WIN Catalog to enhance your
users’ experience on your Virtual Branch.
 Additional Titles to Discover – sample and
recommend to library.
Users can view a complete catalog of titles—even
titles the library hasn’t purchased!
 Buy It Now – support the library.
Users can purchase titles from popular retailers
and a portion of the proceeds go back to the library
as collection credit.
 Library Media Network
Give readers a way to directly connect with
authors’ fan pages and learn about literary events.
Contact your Account Specialist
for more information.
Use QR codes
 QR codes are square
barcodes that can be used
as a link to your digital
collection. They are free,
easy to create, and a great
attention grabber!
 Place a QR code on your
promotional materials to
make it simple for
Smartphone users to access
the website.
Broward County Library (FL)
Our Lady & St. John Catholic
College (UK)
Frisco Public Library (TX)
Learn more by viewing our Social Networking Sheet
http://partners.overdrive.com/files/SocialNetworkingSheet.pdf
Engage with users via email
 Publish an article in your
newsletter with information about
your ‘Virtual Branch.’ Include
updates on new content, website
features and formats.
 Send an email to customers
announcing your OverDrive
service and when new titles or
formats are added. Use the
below email template and
simply hyperlink it to your digital
collection.
 Customize your email
signature to provide an instant
link to your digital collection.
Email Template available in the Partner
Portal in Public Relations Templates
Social networking:
Facebook & Twitter
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Facebook 101
 With more than 1 billion
monthly active users,
Facebook is one of the most
popular social networking sites.
 Be where your users are.
 It’s free to create an account.
Getting Started
 Visit www.facebook.com, click
Create a Page, and choose
Local Business or Place.
 Set up a page for your Library
for users to ‘Like.’
 See an example of how to get
started by visiting our sample
library Facebook account:
http://www.facebook.com/
PresidentWhiskersMemorialLibrary
Examples of Facebook promotion
Boston Public Library (MA) uses Facebook
to remind their users that even though the
library branches may be closed, their
‘Virtual Branch’ is always open.
Saskatoon Public Library (CAN) created a
Facebook event to invite users to learn
how to download eBooks and audiobooks.
Examples of Facebook promotion
Chautauqua-Cattaraugus Library
System (NY) asks their users for title
suggestions using the Facebook
Questions feature.
Toledo Lucas County Public Library (OH)
posts graphics, photos and interacts with
users on their Facebook wall.
Advanced Facebook features
Start a Digital Book Club
 Choose Always Available titles
(Simultaneous Use or Project
Gutenberg).
 Create Facebook Notes to host
group discussions.
Track success using Facebook
Insights
 Click the Insights link from the Admin
Panel.
 See how many users ‘Like’ your page.
 Analyze page views, user
demographics and more.
Link to your digital collection from your Facebook page:
http://overdriveblogs.com/library/2013/01/07/use-facebook-tabs-to-drive-traffic-to-your-library
Twitter 101
 Twitter allows users to share 140 character
messages, or ‘tweets,’ with others.
 Send quick messages and real time updates
about what’s happening at your library and
promote your digital collection.
 Visit www.twitter.com to sign up for free.
 If your library name is too long for a
username, try initials. For example, New York
Public Library is @nypl.
Cleveland Public Library (OH)
Helpful Glossary:
@ - When a username is preceded by
the @ sign, it becomes a link to a
Twitter profile.
# - A hashtag is used to mark keywords
or topics in a tweet to help categorize
similar messages.
RT – A Retweet is a copied message
from someone else. Your users can RT
your tweets to share with their followers.
Chicago Library (IL)
Examples of Twitter promotion
East Baton Rouge Parish Library (LA)
Orange County Library System (FL)
River Forest Public Library, Media on Demand (IL)
Jersey City Free Public Library (NJ)
Additional social networking options
 Be sure to post to your social networking sites every
time you buy new content
 Start your own library blog at Blogger, WordPress
or Xanga.
 Post instructional videos or book reviews on
YouTube.
 Share your favorite page turners on GoodReads.
 Discover the many other ways to connect with users
through sites like:
1. Pinterest
2. Tumblr
3. Google+
4. Flickr
Remember that social media sites
create conversation: You’re talking
with people, not at them.
Investing in online marketing
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Facebook ads
In addition to generating free publicity through
social networking, you can reach out to new users
by investing in Facebook ads.
 Target your demographic:
1.
Within a certain radius of your library.
2.
Age range.
3.
Users who have selected interests in
areas like reading, technology or
education.
 Pay per click or pay per impression. You
choose your budget.
 Step-by-step instructions are provided to
help get started with creating the ad and
meeting the suggested ad guidelines.
Get started at:
http://www.facebook.com/advertising
Facebook ad case study
East Baton Rouge Parish Library (LA) created a Facebook ad.
In less than three months:
 The ad appeared on Facebook more than 2.25 million times (2,251,349 impressions).
 The average cost per thousand impressions was 11 cents ($240.21 total spent).
 Facebook skyrocketed to #10 of the top 50 sites referring traffic to their digital collection.
Google ads
 When people search online for
library eBooks or audiobooks, a
Google ad can help bring attention
to your digital collection.
 Choose relevant keywords like:
1.
Free eBooks
2.
Library Audiobooks
3.
Download Digital Books
 Google provides guides to help
create an ad and choose your
budget preferences.
Get started at: http://www.google.com/ads
Try this …
 Visit the Marketing & Outreach section
of the Partner Portal and download the
Best Practices Handbook.
 Display posters or distribute
bookmarks in your library promoting
your digital collection.
 Reach out to commuters with an ad
at bus or train stations.
 Create Facebook and Twitter
accounts and connect with your users.
 Start promoting today!
Contact us
 Collection Development: [email protected].
 Training: [email protected].
 Library Partner Services: [email protected].
 Support for library staff:
OverDrive Marketplace > Support tab.
 Support for users:
Users should contact Support via the email link on the main Help
page of your OverDrive library website.
Appendix
Adding Notes or Events to your Facebook profile
 Select Manage in the Admin Panel and Edit Page.
Click Apps in the left hand navigation bar.
 Choose the appropriate app, Edit Settings and
click Add, then Okay.
 When you return to the page, these features
should now display below your cover image.
Simple HTML Code for Facebook Notes
bold
italics
underline
 line break
paragraph
<a href="http://www.domain.com/">This will be a link</a>
Learn more through Facebook’s Help features:
http://www.facebook.com/help/notes/basics

Best Practices to

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