Please view past posts for more background: Mashies Finalists for Library Promotion Inspiration Part 1 and Mashies Finalists for Library Promotion Inspiration Part 2
In my first post I stated that I was going to create library ideas based on each nominee for every category each day. This has proven to be a bit too time consuming so from now on I’m only going to select a few nominees from multiple categories and post about once a week.
Alright today I am taking on the categories of Best Real-Time Marketing and Best Use of Google+:
Best Real-Time Marketing
Mashable describes this category as “the best branded digital response to current events as they’re happening.” I think utilizing current event information is a great way for libraries to demonstrate relevancy, promote their collections, and respond to patron complaints.
Nominee: Bodyform– Rubber Republic
- Rubber Republic created a hilarious response to “a disgruntled boyfriend’s rant on Bodyform’s facebook page.” The video features “Bodyform’s fictional CEO Caroline Williams apologizing to Richard for the flagrant use of metaphors in the company’s advertising of feminine hygiene products” and was posted 7 days after the comment. The video currently has 5,325,707 YouTube views.
- Library Idea- Videos are a great way to get your proposed solutions out to a large audience. Try making a video response of your library’s solution to common complaint.
Nominee: The Poop Tweet– Razorfish
- This video does a wonderful job at explaining how powerful a timely and creative social media response can be. Razorfish created a tweet in response to someone’s comment about Smart Car’s durability. The response was blogged about, then picked up by Reddit where it reached number 1 twice, and the next morning it was making headlines around the world. The video states that they generated 22 million impressions, increased their Twitter mentions by over 2000%, and searches for “tridion safety cell” increased by 333%.
- Library Example–
- All libraries get complaints from patrons. With the advent of social media like Facebook and Twitter many of these complaints are disseminated digitally. It’s important that libraries not only respond to digital complaints but do so as quickly as possible.
- Sometimes digital complaints stem out of one’s desire to vent their frustrations and aren’t even sent directly to the institution they are complaining about. Tracking these comments down allows you to be a fly on the wall and peer into real people’s conversations about your library. For example our library has had many tweets about people talking in the quiet study area of the library. The only way we were able to find those tweets was by searching for the word “library” and limiting by location via zip code. In response to those tweets we offered this solution:
- Library Idea- If you have patrons complaining a small collection you could calculate how large your paper and digital collections are and tweet it. If people are making comments about how libraries are out of date or no one reads actual books you could tweet out your yearly book checkout statistics.
Bottom Line: Respond to complaints in a timely manner, have a sense of humor, and don’t ignore the power of social media regarding this area.
Best Use of Google+
Nominee: The #CadburyKitchen- Mondelez International
- Cadbury invited chocolate lovers to a Google+ Hangout hosted by French Patissier Eric Lanlard. The hangout featured tips on pastry creation and information about his new book.
- Library Idea- Google+ is not as utilized by libraries as Facebook, but in my opinion it should be. The main reason is the Hangout feature. Google+ Hangouts allow up to 10 people to video chat at once. This could be a great way to offer reference assistance or teach a library workshop and/or orientation to small groups. You could offer a Hangout featuring a local author and have a Q and A about their new book.