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For that I will do,
*Invite 2 guest writers on my blog each week
Write 1 guest article on other blog
Write new and quality articles daily
*Comment on 10+ blogs per day, encourage comments
*Will use stumble, twitter, facebook and discussions
*And work with a plan and will work hard!
I'm eagerly waiting for your case studies you mentioned sometime back.
Off to think about this more.
What am I missing? Our regulars know we're there... but the REST of our county are "potential customers" of the library... and of our website.
Ideas are appreciated!
I'm as guilty of this as anyone, and have to kick myself from time to time to think about what I'm trying to achieve, and my strategies for that achievement.
A couple of aspects I'd add:
The splitting of goals into short, medium and long term goals. If you only have long term goals then you can feel demotivated because achievement seems so far away, and its difficult to identify progress. But only having short term goals means a lack of focus once they've been achieved.
And it's also important to constantly re-evaluate your goals as when as your strategy. Changing circumstances, new lessons learned, these not only impact how you go about things, but they can also make your original goals redundant or worth altering. People too often get stuck into the idea of "I set this goal and so I have to move forward" even if circumstances have changed and they can have more success with some flexibility and reevaluation.
This was a great post.
In regards to measurement--create a baseline. If this is the first time you are trying these strategies, before putting a number on how much you think it will increase attendance traffic, map out what strategies you used before and what the attendance traffic was then. Once you have your baseline, you'll be able to see if these new strategies did work and by how much so that going into next month/year/etc. you can look at the percentage of growth. You can even break it down further when sorting through "where did you hear about us?" If you find that one strategy didn't seem to be mentioned as much as others, it gives you the opportunity to re-evaluate why and either re-tweak it or abandon it all together.
Strategy: Enhance Facebook and MySpace presence with games, badges and promotion of age-targeted events happening at the fair.
Strategy: Engage the audience with a video and photo contest. Leverage YouTube and Flickr's technology.
Strategy: Encourage feedback and input from that group. Create a platform (right now it's a blog) for visitors to submit suggestions about acts and events they would like to see and critiques about the acts that we already have.
Measurement: Number of new Facebook and MySpace friends.
Measurement: Number of game and widget downloads.
Measurement: Number of video and photo submissions/tags.
Measurement: Number of users submitting ideas and feedback.
Any further suggestions, critiques or ideas?
I also think traffic should be weighted when measured. For example, we can strip out the bounces and then do deeper analysis on the traffic that actually did something - so that those numbers are not skewed by random glances.
I was looking at what Radian6 does - I think that is an interesting approach from a packaged perspective.
Narrowing your goal into something manageable is key to this whole plan.
I always teach my students that writing down goals, strategies, concepts, and evaluation instantaneously transforms them from nebulous concepts echoing around the cranium to actionable, measurable and tangible steps. Productivity can increase infinitely (plus it frees up the mind to think of even more things.)
I enjoy your writing style & thoughts. Nicely done.
See you around Twitter.
@DrTodd
http://www.MapYourAptitude.com
But: they're long long long (I've been working on a related project). When it's ready, I'll either post a trackback, drop comments here, or email to you. Just let me know if you're up for an accountant-cum-nurse's view on the matter.
Enjoy your weekend.
do you have any homepages in your county that offer internet access? Like coffee shops, McDonald's, city networks, etc - ask them if you can put a link to your library site on the log-in page.
Also, ask yourself what will motivate people to go to your site? Children's pages? Book reviews? what is there that's unique?
Thank you for your timely post. We are currently trying to make a comprehensive marketing and outreach plan for the new fiscal year, and breaking it out like this is a helpful reminder. Sometimes I get so caught up in the strategy and perceived goal that I don't stop and articulate clear higher level goals and establish truly useful measurements. Doing this ahead of time is kind of an obvious thing, but sometimes it is easy to push to the side when you are in a hurry or in reactive mode.
Thank you for always providing me great food for thought! I look forward to your blog every day.
This is one of those things (strategy, execute, measure, adjust) that makes sense on the surface but some how gets lost in the excitement of developing a project/marketing campaign. How many times have we seen "And we'll make this cool web site and and we'll capture people's info and we'll send them stuff constantly and they will thank us for the site" projects? Your posts help us remember! Thanks:)
You really hit on something when you mentioned the first response you have to requests for ideas to increase blog traffic (“what’s the goal with the added traffic?”).
Something I've seen passed over time and time again in building social media strategies is what I call the "customer conversion engine." We're all fairly familiar with how social media turns strangers into friends, but not everybody is up to speed on how to turn friends into customers.
So "Why do you want more traffic?" turns you on to the important question of "What are you going to do when you actually succeed?"
This is really the final step in social media strategies, but also the most important. And for when you're selling in your strategies to businesses, which as you mentioned are mostly curious about the ultimate effect on the bottom line, this is the key part of the strategy for getting client buy in.
Kudos for the smart thoughts!
Everyone - really great comments. Sorry I couldn't dig in much to comment back. I've been pretty busy today, but I read every thought and idea. Feel free to look at each other's ideas and comment. : )
Here's a goal every marketer needs to have:
Add value to your customers. Forget about ROI and leads and traffic generation and revenues and everything related to you until you've established how every step you make (blog posts, social media tools, newsletters, etc.) adds value to your customers. Value drives it all. Period.
If you don't know what value your blog adds to your customers, then what are you doing? This is your first (and most important) goal.
So here are some goals (say for a blog):
-My customers will value my blog because they can kvetch about my bad service/product
-My customers value my blog because I get prompt responses to product recommendations
-My customers will value my blog because they can praise the good features of my service/product
-My customers value the interaction with other customers that my blog offers
-My customers value the fact that they can actively talk about a service they really are impressed with
So, all of your goals aught to follow from putting your customers value first and knowing what kind of value your bringing to your customers.
Value drives the customer conversion engine.
-Goal 1 to learn more about topics by writing about them, so I can become a more competent marketer.
-Goal 2 to build street cred
-Goal 3 create something of value for others.
Sums it up
The only additional point I'd like to add is that tactically, you need the gears, levers, and extended machinery to create an efficient engine. The fuel is the value, but I encourage everyone to be meticulous in their tactical execution by focusing every customer touch point into an experience that CONVEYS that value, and convinces the prospect that there is more value ahead.
Awesome!