Strategizing Which Social Media  Platform(s) is Right for You     Anna Taranenko
Nice meeting you! <ul><li>What is your name ? </li></ul><ul><li>Expectations? </li></ul>
 
 
 
WEB 2.0
<ul><li>Do you need social media at all? </li></ul>
Social Media :  what is this? At least I can see what my friends are up to  Professional development Fake reality  Resourc...
 
<ul><li>Why would an organization need social media ? </li></ul><ul><li>1.  Communication  </li></ul>
<ul><li>2.  Response to positive/negative feedback  </li></ul>
<ul><li>3.  Advertisement/marketing </li></ul>
<ul><li>4.  Better understanding of users, crowd sourcing  </li></ul>
questions you need to ask
how to analyze your audience
 
Target audience, segmentation <ul><li>Who “buys”? </li></ul><ul><li>Not homogeneous </li></ul><ul><li>There are certain gr...
<ul><li>#12. </li></ul><ul><li>Excuse me,  </li></ul><ul><li>how can I get </li></ul><ul><li>to a library? ;) </li></ul>
 
how to assess whether different platforms meet your needs/are worth your time and effort  Go where people are!
 
TWITTER microblog,  140  symbols (electronic sms )
 
What comes around
 
WHY? Motives! Why would they want to come to  YOUR page?
engage  them!  <ul><li>Activities </li></ul><ul><li>Surveys, ask for opinion </li></ul><ul><li>Publications </li></ul><ul>...
<ul><li>FACEBOOK.COM/BIBLIOMIST   </li></ul><ul><li>Online contest  “ Biblio-Christmas Tree ” </li></ul><ul><li>Idea comes...
Online St.Valentine’s Day Contest    “ LIBRARY+PATRON=LOVE ” <ul><li>77  entries (video, podcast, PPT) </li></ul><ul><li>N...
<ul><li>“ Library Blogosphere Stars ”  Contest </li></ul><ul><li>MICROSOFT </li></ul>
<ul><li>ONLINE CONTEST </li></ul><ul><li>“ Government – Libraries Best Friend” </li></ul><ul><li>the number of New Likes (...
 
Online photo contest  “Pearls of Folk Art” on Bibliomist fan page held by Bilozerka librarian at her initiative
<ul><li># Д ЕНЬБІБЛІОТЕК </li></ul><ul><li>(Ukraine Library Day hashtag) </li></ul>
Who are we? Draw us!
<ul><ul><li>WORDLE.NET </li></ul></ul>
SPELL WITH FLICKR
“ Snow Queen” of “Library Autobahn” blog   “First Snow Flake” contest
“ Pajamas party” KsVolonterFest  ( June  1)   Kherson oblast children’s library
БібліоЛітМарафон,  Херсонська обласна бібліотека для дітей (30 вересня) http://www.youtube.com/watch?v=0XYWDuJz5lU&feature...
<ul><li>“ Sending reminders about overdue books to patrons through Odnoklassniki social network. Not everyone responded, b...
<ul><li>Vynohradiv central raion library : </li></ul>
<ul><li>Kostiantynivka library </li></ul><ul><li>(Donetsk oblast) </li></ul>
  State Youth Library of Ukraine Ternopil oblast youth library
Yevpatoriya Library Contest of demotivators
Biblio-oracle <ul><li>( Multnomah County Library ) </li></ul><ul><li>Post titles of 3 books, that you recently read, on Fa...
Ukrainian Library Association Change your Avatar!
faktor-d.blogspot.com
<ul><li>ETIQUETTE TIPS  </li></ul><ul><li>  Personal profile </li></ul><ul><li>“ Befriend ”  anyone ?  </li></ul><ul><li>D...
<ul><li>Project page </li></ul><ul><li>Formal rules ?  </li></ul><ul><li>You decide </li></ul><ul><li>Name /“ Brand ”?  </...
<ul><li>Comment and  others’ publications  </li></ul><ul><li>Write about your  “ kitchen ” </li></ul><ul><li>How many ?  <...
<ul><li>Negative comments </li></ul><ul><li>Never delete them </li></ul><ul><li>Emotional, aggressive or  </li></ul><ul><l...
Profile  –  for people
Page  –  for organizations
Group – for discussions
Create a community
    .. over 320,000 visits in 6 months on website, blogs and Youtube      Cross posting multiplies your presence
 
<ul><li>http://www.youtube.com/watch?v=uLTIowBF0kE </li></ul>
T-Mobile dance <ul><li>http://www.youtube.com/watch?v=VQ3d3KigPQM </li></ul>
 
 
  Cinema Gas Station
●  “ people want to see  things  « live » ●  Youtube: over  150.000.000  clips ●  150.000  uploaded to Youtube daily  ( 2 ...
Viral video ●  you feel like sharing ●  many views within short period of time ●  original plot, creative idea, filming a ...
<ul><li>Альфа банк &quot;Честным быть Выгодно&quot; - Офис </li></ul><ul><li>http://www.youtube.com/watch?v=cAKvVHVxnPk </...
Successful videos: <ul><li>“ PLOT </li></ul><ul><li>Drama  </li></ul><ul><li>Suspense </li></ul><ul><li>QUALITY JOB (Actor...
<ul><li>Exposition </li></ul><ul><li>Rising action </li></ul><ul><li>Plot development </li></ul><ul><li>Climax </li></ul><...
<ul><li>Make change by including people </li></ul><ul><li>Opinion leaders </li></ul><ul><li>“ Haters” </li></ul><ul><li>“ ...
<ul><li>vs.  </li></ul><ul><li>Personal profiles for libraries on Facebook </li></ul><ul><li>Contests  –   prize catchers ...
Social sites are cheap and efficient tool.  And transferable too. Capture your audience on social sites!
Comments? Suggestions? Jokes? Thank you! Anna Taranenko ataranenko@irex.ua
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Social media workshop

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Workshop on Social Media for Ugrad and Muskie exchange programs' alumni (November 5, 2011)

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  • 90% of consumers trust peer recommendations Only 14% trust advertisement
  • Sense of belonging, being a part of a group
  • Mission – why does the world need us? Values – what we have inside, what defines our actions, something we cannot go against, something more important than money What do we “sell”? Elevator speech Strategy – how we will implement our mission? Bibliomist values – people should have equal access to info, access to info is crucial for the betterment of people’s life, believe in culture of information usage
  • Target audience – not homogeneous, there are certain groups, groups are defined by interests
  • Where people hang out, their interests, nuances of be Concrete steps: Online communication memo Research Interviews with opinion leaders. behaviour
  • Based on this analysis, where do you think, our audience would be?
  • VII Київська Міжнародна Книжкова Виставка-ярмарок. 16.08 – 18.08.2011 р.
  • Motives! Why would they want to come to your page? In our case – experience exchange, show off, fun, fun, fun! Sincere and simple, down-to-earth things Famous SMM manager – the most popular posts with the max number of comments – about his new born daughter. Ours – funny librarian types – agent Sculli, Lara Croft, Mary Poppins, perfectionist, dreamer. Medieval tech support
  • Show video? – between lines
  • Between the lines movie
  • Тетяна Стахів Серце з книжкою і комп&apos;ютером) Светлана Садовая Мабуть сонце, проміні якого проникають усюди! Любов Приемская Це райдужний міст від книги до ком&amp;quot;ютера17 Оксана Котенко Мабуть це міст який, йде вгору та вгору...а там все світліше та світліше
  • You have to convince people that if they do not befriend you, they will miss the next fun things you do. So we did more contests. Around St. Valentine we made a contest for the best video/podcast/presentation about love in their library. Phenomenon of social media is that once you reach a certain level of users/page interaction, it stays We were building for 6 months in this way until what we believe is the ceiling of librarians and libraries online on social networks. The steps are the different contests I just mentioned. Those people are a community and now receive our news whenever we post it. In a sustainable way, better than a website that people just stop visiting after a while.
  • I was showing an example from the more interactive social networks, but we also had success on Youtube, blogs and our website. Since we advertise every update on those through the social networks, we keep the traffic high on every website we run. We had 320,000 hits in the last sixt months on youtube channel, two blogs and our website combined. Social networks activity should land on project web site, blog.
  • http://kmalibrary.blogspot.com/2011/01/facebook.html Yaroshenko’s post Namely in 2 010  many libraries appeared on Facebook, including libraries of small towns and villages (obviously, due to Bibliomist promotion, way to go, Bibliomist!)
  • Social media workshop

    1. 1. Strategizing Which Social Media Platform(s) is Right for You Anna Taranenko
    2. 2. Nice meeting you! <ul><li>What is your name ? </li></ul><ul><li>Expectations? </li></ul>
    3. 6. WEB 2.0
    4. 7. <ul><li>Do you need social media at all? </li></ul>
    5. 8. Social Media : what is this? At least I can see what my friends are up to Professional development Fake reality Resource for secret services Virus for teenagers
    6. 10. <ul><li>Why would an organization need social media ? </li></ul><ul><li>1. Communication </li></ul>
    7. 11. <ul><li>2. Response to positive/negative feedback </li></ul>
    8. 12. <ul><li>3. Advertisement/marketing </li></ul>
    9. 13. <ul><li>4. Better understanding of users, crowd sourcing </li></ul>
    10. 14. questions you need to ask
    11. 15. how to analyze your audience
    12. 17. Target audience, segmentation <ul><li>Who “buys”? </li></ul><ul><li>Not homogeneous </li></ul><ul><li>There are certain groups </li></ul><ul><li>Groups are defined by interests </li></ul>
    13. 18. <ul><li>#12. </li></ul><ul><li>Excuse me, </li></ul><ul><li>how can I get </li></ul><ul><li>to a library? ;) </li></ul>
    14. 20. how to assess whether different platforms meet your needs/are worth your time and effort Go where people are!
    15. 22. TWITTER microblog, 140 symbols (electronic sms )
    16. 24. What comes around
    17. 26. WHY? Motives! Why would they want to come to YOUR page?
    18. 27. engage them! <ul><li>Activities </li></ul><ul><li>Surveys, ask for opinion </li></ul><ul><li>Publications </li></ul><ul><li>Contests </li></ul><ul><li>Parties </li></ul><ul><li>Tours </li></ul><ul><li>Online and offline </li></ul>
    19. 28. <ul><li>FACEBOOK.COM/BIBLIOMIST </li></ul><ul><li>Online contest “ Biblio-Christmas Tree ” </li></ul><ul><li>Idea comes from a librarian </li></ul><ul><li>393 new fans within 2 weeks </li></ul><ul><li>153 photo entries </li></ul><ul><li>“ Interaction with Page” indicator ( 1,849 ) grew by 873% </li></ul><ul><li>Mass media, news on </li></ul><ul><li>Crimea Ministry of Culture </li></ul><ul><li>web site </li></ul>
    20. 29. Online St.Valentine’s Day Contest “ LIBRARY+PATRON=LOVE ” <ul><li>77 entries (video, podcast, PPT) </li></ul><ul><li>Number of page fans grew by 581 people ( up to 1 237) within 3 weeks </li></ul><ul><li>“ Interaction with page ” indicator ( 3,729 ) grew by 6 3% </li></ul><ul><li>http://www.youtube.com/watch?v=LcuwRM5L7yk </li></ul>
    21. 30. <ul><li>“ Library Blogosphere Stars ” Contest </li></ul><ul><li>MICROSOFT </li></ul>
    22. 31. <ul><li>ONLINE CONTEST </li></ul><ul><li>“ Government – Libraries Best Friend” </li></ul><ul><li>the number of New Likes (103) grew by 442% </li></ul><ul><li>Post Views indicator (121,773) grew by 122%, </li></ul><ul><li>Post Feedback indicator (1,925) grew by 151%, </li></ul><ul><li>the number of page fans grew by 30 people. </li></ul>
    23. 33. Online photo contest “Pearls of Folk Art” on Bibliomist fan page held by Bilozerka librarian at her initiative
    24. 34. <ul><li># Д ЕНЬБІБЛІОТЕК </li></ul><ul><li>(Ukraine Library Day hashtag) </li></ul>
    25. 35. Who are we? Draw us!
    26. 36. <ul><ul><li>WORDLE.NET </li></ul></ul>
    27. 37. SPELL WITH FLICKR
    28. 38. “ Snow Queen” of “Library Autobahn” blog “First Snow Flake” contest
    29. 39. “ Pajamas party” KsVolonterFest ( June 1) Kherson oblast children’s library
    30. 40. БібліоЛітМарафон, Херсонська обласна бібліотека для дітей (30 вересня) http://www.youtube.com/watch?v=0XYWDuJz5lU&feature=relmfu
    31. 41. <ul><li>“ Sending reminders about overdue books to patrons through Odnoklassniki social network. Not everyone responded, but no one complained either.…” </li></ul><ul><ul><li>Blogger librarian </li></ul></ul><ul><ul><li>НА библиоVolNe... </li></ul></ul><ul><li> </li></ul>
    32. 42. <ul><li>Vynohradiv central raion library : </li></ul>
    33. 43. <ul><li>Kostiantynivka library </li></ul><ul><li>(Donetsk oblast) </li></ul>
    34. 44. State Youth Library of Ukraine Ternopil oblast youth library
    35. 45. Yevpatoriya Library Contest of demotivators
    36. 46. Biblio-oracle <ul><li>( Multnomah County Library ) </li></ul><ul><li>Post titles of 3 books, that you recently read, on Facebook page and we will predict which book you would like to read next </li></ul><ul><li>Responded to over 100 patrons </li></ul><ul><li>The most successful library day online! </li></ul>
    37. 47. Ukrainian Library Association Change your Avatar!
    38. 48. faktor-d.blogspot.com
    39. 49. <ul><li>ETIQUETTE TIPS </li></ul><ul><li> Personal profile </li></ul><ul><li>“ Befriend ” anyone ? </li></ul><ul><li>Depends </li></ul><ul><li>Question “ Do I know you ”? </li></ul><ul><li>No </li></ul><ul><li>Full birth date ? </li></ul><ul><li>Depends </li></ul><ul><li>Status “ I wish it were summer now... ”? </li></ul><ul><li>Depends </li></ul>
    40. 50. <ul><li>Project page </li></ul><ul><li>Formal rules ? </li></ul><ul><li>You decide </li></ul><ul><li>Name /“ Brand ”? </li></ul><ul><li>Not annoying </li></ul><ul><li>Read and comment </li></ul><ul><li>Reply to comments within 24 hours </li></ul><ul><li>Be informal ? </li></ul><ul><li>Don’t be afraid ! </li></ul><ul><li>“ Quote ” </li></ul><ul><li>Add friends’ links </li></ul>
    41. 51. <ul><li>Comment and others’ publications </li></ul><ul><li>Write about your “ kitchen ” </li></ul><ul><li>How many ? </li></ul><ul><li>Facebook, Vkontakte </li></ul><ul><li>1-2 / day , Twitter 5-6 </li></ul><ul><li>Know your audience – correct timing for sending out news </li></ul><ul><li>Time management – easy to get carried away/procrastinate </li></ul><ul><li>Your audience is always one click away of un/liking you </li></ul>
    42. 52. <ul><li>Negative comments </li></ul><ul><li>Never delete them </li></ul><ul><li>Emotional, aggressive or </li></ul><ul><li>Reasonable criticism? </li></ul><ul><li>Haters </li></ul><ul><li>Cherish brand advocates </li></ul><ul><li>It’s better not to keep silent, but are all comments worth your time? </li></ul><ul><li>Your opponent is your best teacher </li></ul><ul><li>IREX Blogging Guidelines, http://www.chrisbrogan.com/about/ , http://www.lookatme.ru/flows/obschestvo/posts/64452-vedi-sebya-prilichno-v-internete-feysbuk-etiket http://publiciti.ru/ru/technology/8biznes-etiket-v-sotsialnykh-media56 </li></ul>
    43. 53. Profile – for people
    44. 54. Page – for organizations
    45. 55. Group – for discussions
    46. 56. Create a community
    47. 57. .. over 320,000 visits in 6 months on website, blogs and Youtube Cross posting multiplies your presence
    48. 59. <ul><li>http://www.youtube.com/watch?v=uLTIowBF0kE </li></ul>
    49. 60. T-Mobile dance <ul><li>http://www.youtube.com/watch?v=VQ3d3KigPQM </li></ul>
    50. 63. Cinema Gas Station
    51. 64. ● “ people want to see things « live » ● Youtube: over 150.000.000 clips ● 150.000 uploaded to Youtube daily ( 2 clips every second ) ● many daily views ( 100.000.000 in the U.S. alone ) ● powerful new media
    52. 65. Viral video ● you feel like sharing ● many views within short period of time ● original plot, creative idea, filming a “mega event” ● « sharing » ● watch viral videos and try to understand their “secret” http://bit.ly/uj9Avg (V.Grebionkin)
    53. 66. <ul><li>Альфа банк &quot;Честным быть Выгодно&quot; - Офис </li></ul><ul><li>http://www.youtube.com/watch?v=cAKvVHVxnPk </li></ul><ul><li>Смерть пьет пиво </li></ul><ul><li>http://www.youtube.com/watch?v=Otre6Q7sPaE </li></ul><ul><li>Нужно пристегивать ремни безопасности </li></ul><ul><li>http://www.youtube.com/watch?v=s1o1NULLWJU </li></ul><ul><li>Диджитал рисёрч </li></ul><ul><li>http://www.youtube.com/watch?v=mgNKAYaztCU </li></ul><ul><li>Evian Roller Babies </li></ul><ul><li>http://www.youtube.com/watch?v=XQcVllWpwGs </li></ul><ul><li>Зря полез ( кот и ванная) </li></ul><ul><li>http://www.youtube.com/watch?v=ShQ_P6vjjt4 </li></ul>
    54. 67. Successful videos: <ul><li>“ PLOT </li></ul><ul><li>Drama </li></ul><ul><li>Suspense </li></ul><ul><li>QUALITY JOB (Actors, Director, Sound, Editing) </li></ul><ul><li>KEEPING AUDIENCE’S ATTENTION (every second) </li></ul>
    55. 68. <ul><li>Exposition </li></ul><ul><li>Rising action </li></ul><ul><li>Plot development </li></ul><ul><li>Climax </li></ul><ul><li>Resolution </li></ul><ul><li>Life after culminating point </li></ul><ul><li>Final shots” </li></ul><ul><li>http://bit.ly/ubI1H7 (D.Maliuta) </li></ul>
    56. 69. <ul><li>Make change by including people </li></ul><ul><li>Opinion leaders </li></ul><ul><li>“ Haters” </li></ul><ul><li>“ Brand advocates” </li></ul>
    57. 70. <ul><li>vs. </li></ul><ul><li>Personal profiles for libraries on Facebook </li></ul><ul><li>Contests – prize catchers </li></ul><ul><li>Not too many platforms! </li></ul>
    58. 71. Social sites are cheap and efficient tool. And transferable too. Capture your audience on social sites!
    59. 72. Comments? Suggestions? Jokes? Thank you! Anna Taranenko ataranenko@irex.ua
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