Tag Archives: Mobile Marketing

5 Reasons You Should Have Ask-a-Librarian on Every Page of Your Website


To get the most value out of your library’s services and provide patrons with the highest level of service, it is important to make it as easy as possible for your patrons to connect with those services

The best way to connect patrons with your Ask-a-Librarian service is to have Ask-a-Librarian tabs, links or buttons on every page of your library’s website. Here are five ways that implementing such a strategy with your online reference will benefit your users:

1. All successful advertisers know that the key to getting a message across is through repetition and consistent branding. When your patrons interact with a consistent layout from page to page and see Ask-a-Librarian on every page, you have created the best possible ongoing marketing campaign for your service, with an important added bonus: It’s free.

2. While we can predict some user behavior, we never really know when and where on a website patrons are going to need assistance. A patron may be on a page where the information seems to be straight-forward to librarians, but to an uninitiated patron the information may leave questions. Likewise, a patron may be on one page but thinking ahead to another problem or the next step in his or her research process. Having Ask-a-Librarian immediately available from wherever the patron may be on the library’s website ensures that he or she will be able to connect to help when needed.

3. If a patron is interacting with the library’s website, encounters a problem, and then has to recall where to go to find the Ask-a-Librarian service, the library has not succeeded in making the most of the service’s primary benefit to users – the ability to connect them instantly with a library professional who can solve their problem.

4. Consistent placement of the Ask-a-Librarian tab on your library’s webpages makes marketing the service via social media or flyers much easier. When the Ask-a-Librarian tab is on every page of your library website, there is no need to place an easily forgotten URL (or URLs) on your marketing materials – simply state that the Ask-a-Librarian service is available from every page on the library website and where it is located (“look for our Ask-a-Librarian tab in the upper left-hand corner of any page on the library site”).

5. Each Ask-a-Librarian query that comes from a specific page can help you improve the overall content and design of that page. When you have an Ask-a-Librarian chat box on every page, and you are tracking which pages queries come in from, this gives you the great benefit of an ongoing focus group indirectly telling you what works and what doesn’t work on every page of your library’s site.

Responding quickly to queries will help you provide the top-notch customer service that will keep your library patrons satisfied and returning for more business. To make sure your patrons submit those queries whenever they need help on your library’s site, you should have ask-a-librarian tabs on every page.

 

Mosio for Libraries
Patron Support Simplified
http://mosio.com/libraries

Mobile Marketing – You Can’t Win if You Don’t Play and While You’re at it, Play the Right Way

Apparently I won two free tickets to Wicked, the musical playing in San Francisco. Let me start by saying when I got this text message last night, I was thrilled. My wife and I have talked about going for a few months now and other things have come up. So on January 9th we were shopping and I saw a “Win Tickets to See Wicked!” poster in the BART station in San Francisco. Being a curious person and also “in the business”, I will pretty much text anything. I vote for American Idol contestants, text questions to The History Channel and get text message alerts from Wired Magazine and the Syfy Channel. I’ve seen my fair share of both great and poorly executed mobile marketing campaigns.

After texting WITCH to 42903, I promptly got a response back saying “We’re sorry but the contest has ended. Thank you for your interest in Wicked the Musical.” My first thought was “bummer, I missed out” and my second thought was “bummer, they missed out on an opportunity to keep me interested.”

How did they miss out on an opportunity?

1. Use the Space.
Their “sorry” reply was only 89 characters, leaving 71 characters on the table (45%). I’m a huge fan of white space, but in my opinion, a text message is no place to try and get artsy. 71 characters is plenty of space to create an additional call-to-action.

2. Wicked has a wap site.
Being interested in the musical, I would have clicked on a wap link on my phone had there been one.

3. Wicked has a Twitter account.
A Twitter account can easily be made mobile friendly by adding an “m.” in between http://twitter.com/wicked_musical

Two months have passed…
That was January 9th and a lot has happened since then, none of which has involved my wife and I buying tickets and going to see Wicked. I’m telling you honestly, we really want to go, but life happens and other things grab one’s attention. So last night, almost 2 months to the day, I get a random text message with “Congratulations! You won 2 tickets for WICKED! You will receive the redemption instructions via email within the next 48 hours. Please REPLY with your EMAIL.” So I did.

I’m not trying to be nit-picky here and even though they said they’d get back to me within the next 48 hours, I think there’s one more opportunity missed here. Instead of being like a friend who texts you and says “I have something AWESOME to tell you and I’m going to do so within the next 2 days” they could have sent an auto-responder email to tell me my email has been received, that more exciting details are on the way, but also give me photos, links, post-to-social-media buttons, etc. So here I am…waiting.

Wicked marketing folks: I hope you’re not reading this with a harsh tone and no, I’m not just saying that because I haven’t gotten my free tickets yet. In fact, I’ve now officially blogged about it and will be posting this to Facebook and Twitter as well so you get your proper “bounce” from the give away, but I thought this was a great example of how a mobile marketing could have been better utilized in an advertising campaign. Call me. :)

UPDATE:
Wicked (and not in the Boston way)…I just got the following message: Please disregard the txt u received re: WICKED. It was due to a transmission error. Ur info is secure & we apologize 4 confusion. For questions intsit@gmail.com

In case I have questions I can email their, uh, gmail address. I actually DO have a question: Will you call my wife and break it to her that we’re no longer going to see WICKED for free? Cuz that would be great. KTHXBAI!

Seriously, though, I do not envy the panic that took place when they realized they sent a “Winner!” text to everyone who entered the contest. That probably sucked. But, besides this mobile marketing fail, I stick to my original points about how other opportunities were missed in the first place. And speaking of opportunities…WICKED Mobile Marketing folks: If you’re looking for someone new to handle your text messaging campaigns, please consider Mosio.