marketing

Youtube – Calls to Action

by David Lee King on November 28, 2011

next stepsStill reading the Youtube Creator Playbook … do you include a Call to Action in your videos?

Being successful in online video, especially in Youtube, includes being able to build community engagement and an audience (which is done through subscriptions to your Youtube account). There’s quite a lot of potential community engagement built right into Youtube. Things like comments, likes, favorites, sharing, and subscribing.

Not getting those? maybe you aren’t asking.

Which leads us to creating a Call to Action in your videos. You could also think of these as Next Steps. Basically, your goal should be to tell people watching the video what to do next – give them something to do (something that actually relates to your organization).

Here’s what Youtube suggests:

  • Decide what actions you want your viewers to take for each video.
  • Use Youtube annotations to ask, or have the host in the video ask for it (I’ll talk more about Youtube Annotations in a future video).
Two simple steps! Some Youtube-ish calls to action might include:
  • asking people to subscribe to your video channel
  • asking people to like or favorite the video
  • asking a question, and then asking them to answer it in the comments box
  • asking them to watch an older video (and providing a link to the video)

This works on your website, too. Embed your video in your website, then ask viewers to leave a comment on your organization’s blog. Or point out an organization-specific action, like checking out a book or registering for an event. You could include a link to the event in your blog post, on your website, or even in the Youtube description box.

Either way – don’t waste your time creating a video if you don’t have a next step or a call to action. Give your viewers at least one “what should I do next” instruction, and see what happens. They just might actually DO it.

So here’s YOUR next step – tell me what types of next steps might work well in a video for your library or organization in the comments. That’ll give readers a great list of ideas that they can use next time they create a video!

Next Steps pic from Bigstock

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The Creative Group

by David Lee King on September 20, 2011

Creative Group

The Creative Group

In my last blog post, I mentioned my library’s Creative Group. What is that, exactly?

My library decided that Public Relations and the web team did a lot of similar things, and needed to work together. PR routinely creates print ads, newsletters, posters, banners, and PR campaigns. The web team does much the same thing, just online. Why not collaborate up-front, so the message online and in-print is the same?

And hey – while we’re at it … both teams are highly creative. What’s not to like about schmushing two creative teams together into the same physical space, to see what happens?

So we stuck both teams into the same work space. We also started holding regular weekly meetings. So every week, our three PR staff, two web developers, me, our Programs Supervisor, our Digital Content Librarian (new position that’s part of Public Services), the Deputy Director, and sometimes our library director meet. Anyone else in the library is invited, too.

What do we do? We talk about projects. Last week, we talked about our Personalized Reading List service – we’re reworking the form and the page the form lives on. The staffer in charge of that service and the Public Services Manager came for that part of the meeting. We also talked about creating some database widgets (did you know database vendors like Gale and EbscoHost have widgets now? Who knew?), guest posts for book reviews, and a new blog we’re creating.

So what do you think? Is it helpful for PR and the Web team to meet regularly? It’s sure been helpful for us!

And – boring pic by me, using my Instagr.am account. Follow me at davidleeking on instagr.am if you’re interested!

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My AHA Moment

by David Lee King on September 12, 2011

Recently, the Mutual of Omaha’s AHA Moment van stopped at my library and took some “AHA Moment” videos of Topekans.

Pretty cool project! They’re on a 25-city tour, capturing people’s “Aha moments” – which they define as “It’s a moment of clarity, a defining moment where you gain real wisdom – wisdom you can use to change your life.”

Anyway – I did one – my Aha moment is embedded in this post. Mine was (in true librarian fashion) the reason I became a librarian. A couple of other people from my library did these, too – check them out!

Why show these? It’s a cool project … and one you can potentially mimic. The Mutual of Omaha is doing a national “aha moment” thing … but why couldn’t you do a localized AHA Moment? Or even better – create some “library aha moments” of patrons saying why they love your library! Show patrons sharing what rocks about your library – reading, books, free wifi even.

Either way, it could be a cool way to get your community talking about your library or organization. nothing wrong with that!

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Creative Briefs for the Website

by David Lee King on June 21, 2011

Our Marketing department frequently uses a Creative Brief to plan the marketing and promotion process for events, services, and other stuff the library does.

Marketing and our web team meet weekly, and are part of a team we call our Creative Group (we’re big on team-based planning at the library).

So when we started redesigning our website, our friends in marketing suggested we use Creative Briefs to figure out some goals for the website, and the idea worked wonderfully.

Here’s what we did: we looked at every major section of the website – areas like About Us, Blogs, or Research – and went through our creative brief planning process for each.

We focused on these areas:

  • Purpose – what’s the purpose of this section of the website? For example, one purpose of the Research section is to connect customers to our databases.
  • Goals – slightly different and more specific than Purpose. Here, we set goals, like “We want a 20% increase in database usage in 2 years.” Or for our About Us section, it might be something like “we want fewer calls asking for our phone numbers” (since we now list out everyone’s phone number).
  • Primary Audience – Who’s the target audience? We try to choose 2-3 targets, usually based on market segments from a GIS study we’ve done (with help from Civic Technologies). This could also just be simple targets, like “the Kids pages focus on kids 8-12 years old.” This way, you can then focus the design and content on that target group.
  • Why Viewers use section – answer this question for the target audience – “Why would I want to go there?” For example, for the research section, the answer probably isn’t “because I want to find EbscoHost.” That answer focuses on the library. Answer this question by putting yourself into your customers’ heads. Do that, and the answers, more likely, resemble these: “I need to do research for my paper” or even better, “I want to get an A in History” or “I want to increase sales in my business for next year.” Then focus your design so those types of questions can be answered.
  • Tasks section accomplishes – This one is a bit more library-centric. What can you do here? List it out, then design those tasks to be as easy as using a light switch.
  • Content Requirements – What content do you need for this section? This isn’t a list of tasks – instead, it might include directions, explanations, links to more information, etc. You should also include any graphics needed here, too – graphics should support the content, and help make the main content easier to use.
  • Functionality Requirements – All the web stuff goes here – i.e., for a blog, you should list things like RSS and email subscription functionality. For the kids site, maybe you want things to move around on the page – list those ideas here. Basically, anything your web wizard needs to build.

Going though this process was great – it gave us some goals to shoot for on each section of the website, and helped make our redesign efforts more focused.

Here are a couple of articles with more info on creative briefs:

Anyone else use this or similar tools? Tell us what you do in the comments!

photo by insomnia

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Summer Reading Stats … on our Public Desktops!

by David Lee King on June 16, 2011

Just a quick fun idea, from our Marketing department! They wanted a way to show our customers how many people had signed up for our summer reading programs. They also wanted to show weekly growth, and wanted a way to nudge people who were “on the fence” to sign up.

Here’s what we ended up doing – they created an image displaying our summer reading signup numbers. It also lists the Summerfest URL where people can go to sign up (and get more info – summerfest.tscpl.org).

My Digital Services department has turned that image into the public PC desktop background image on all our public PCs (about 187 of them). We’ll change the image out every week, to show growth. It’s a simple solution – no programming required – we just update the image file once a week, and it changes on all 187 PCs.

Will it help convince some of our computer-using customers to sign themselves or their kids up for Summer reading? Not sure. Is it a simple and fun solution that has Marketing and IT working together? Definitely!

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