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Using social media to drive user engagement in

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  • This is the way Pew Internet measures content creation….
  • Understanding audience: Demography, Psychography, SociographyDemographics: Marketing has two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of these segments. Once these profiles are constructed, they can be used to develop amarketing strategy and marketing plan. The five types of demographics in marketing are age, gender, income level, race and ethnicity. (Wikipedia)Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area). (wikipedia)Sociography typically takes the form of loose commentary, although it may also be found as portions of novels that depict life in a given society (Wikipedia)

Using social media to drive user engagement in Using social media to drive user engagement in Presentation Transcript

  • How Social Media can drive User Engagement inPublic Libraries
    Mala Sarat Chandra
    mala.sarat.chandra@gmail.com
    @MalaChandra
  • “Social media isn’t complicated. When you boil it down it’s about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you.”
    - SocialMediaToday.com
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    mala.sarat.chandra@gmail.com
  • Getting started with Social Media:
    Easy, Fast, Cheap.
    Getting Social Media Right:
    Complex, Creativity , Commitment.
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    mala.sarat.chandra@gmail.com
  • Why Bother?
    Doing nothing is no longer an option.
    Social Media helps reinvent
    Public Libraries for the 21st Century.
    Percent of American adults
    Are actively engaged
    With Groups or Organizations.
    Source: Pew Internet
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  • Networked creators among internet users
    • 55% share photos
    • 33% create content tags
    • 32% contribute rankings and ratings
    • 30% share personal creations
    • 26% post comments on sites and blogs
    • 15% have personal website
    • 15% are content remixers
    • 14% are bloggers
    • 12% use Twitter
    • 4%-17%??? use location-sharing services
    Source: Pew Internet Research
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  • Social Networking Growth
    5x
    5x
    7x
    5x
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  • Start Engaging!
    Connect with patrons, community, politicians, authors, advocacy groups.
    Drive conversations on topics of (local) interest.
    Publish in real time.
    Partner with the community.
    Reveal the real people making the library work.
    Enable Content Sharing, Leverage Word of Mouth.
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    mala.sarat.chandra@gmail.com
  • Social Media is = Word of Mouth
    mala.sarat.chandra@gmail.com
    90% of WOM occurs offline
    Stimulate WOM
    Target communications at current users, not just potential users
    It cues up a Library and its services for conversation
    True WOM is about how Libraries serve community needs every day
    Give people a reason to talk about your Library
    Look for ways to make every user touch point a talking point
    Services
    Events
    Programs
    Collections
  • First things first!
    Goals and Objectives: Know thyself.
    What do you want people to know about you?
    Whom do you want to, or should engage with?
    What do you want to achieve?
    Listen and Learn: Know thy audience.
    What are other people saying about you?
    What are they saying about your competitors?
    Where are they most active?
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    mala.sarat.chandra@gmail.com
  • Next, Develop your
    Social Media Strategic Plan.
    What stories do you need to tell, what activities will you sponsor, to reach the people you need to reach and get them to engage with you?
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  • Social Content Keys to Success
    “Everytime you write, you have an opportunity to communicate and convince”
    - David Meerman Scott
    Successful online content
    Establishes you as a thought leader
    Builds online reputation and trust
    Informs and Educates
    Solves problems
    Entertains
    It is notblatant marketing brochures
    or promotions
    mala.sarat.chandra@gmail.com
  • Social Media Strategy Roadmap in 7 Steps
    1. Goals
    2. Objectives
    3. Audience
    4. Listening / Engagement
    5. Strategy
    Facebook
    Twitter
    YouTube
    Flickr
    Digg
    Blog
    6. Tactics
    Social Search Engines, SEO, Social Media Analytics, ROI
    7. Monitoring and Measurement
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  • Your Website should be your anchor!
    Provide easy navigation to all online properties, which point back to your website.
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    mala.sarat.chandra@gmail.com
    Focus on major social media sites only.
    Provide relevant, topical content.
    Create multiple calls to action.
    Make content easy to find and share.
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    Case Study: New York Public Library
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    Blogs
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  • Facebook Facts.
    Second in traffic volume in the US and Globally.
    750 Million Users.
    Average user is connected with 80 pages, groups and events and creates 90 pieces of content each month.
    More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    More than 250 million active users currently accessing Facebook through their mobile devices.
    People who use Facebook on their mobile devices are twice as active on Facebookas non-mobile users.
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    Source: www.alexa.com
    Source: facebook.com
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    Facebook for Libraries.
    Create Page with Title that follows your social media naming guidelines.
    Provide links to easily access all your online sites.
    Ensure all posts of content are easily shareable.
    Engage in conversations, do not just publish.
    Publish regularly, frequently; set up a calendar.
    Use apps to engage people.
    Cross post content on all media, using the appropriate tone of voice.
  • Easy access to all NYPL onine media
    Large Fan Base
    Promote innovative ways to connect
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    Examples of Libraries using Social Media to drive Engagement
    News
    Polls
    Contests
    Questions
    Events
    Programs
    Seeley G Mudd Library, Appleton, Wisconsin
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    Examples of Libraries using Social Media to drive Engagement
  • Twitter for Libraries.
    Be sure to fill in the bio field!
    Tweet about events, e.g., Readings, Lectures, Book Sales.
    Tweet to raise awareness and build advocacy.
    Tweet about news and information, e.g., new library hours, new additions to collections.
    Tweet and lead or encourage patrons to lead book discussions.
    Tweet interesting pictures and videos.
    Tweet to share tips e.g., finding online resources, tools and facilities.
    Tweet links to interesting articles on literacy or other libraries.
    Link back to library website for indepth information.
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    mala.sarat.chandra@gmail.com
  • Website Link
    Events
    Classes
    Large # Followers
    Frequent Tweeting
    Follow 90 people
    Announcements
    Articles
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  • Engaging with Patrons
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    Examples of Libraries using Social Media to drive Engagement
  • Twettiquette
    Fill out the bio section.
    Dialog not Broadcast.
    Post frequently, at least once a day.
    Follow people who follow you.
    Enforce a naming scheme for all your Twitter handles.
    search.twitter.com for mentions about you & handle appropriately.
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  • Mobile Facts and Figures
    Source: Pew Internet
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  • Users checkin with their mobile devices to earn points.
    Badge winners eligible for prizes from NYPL.
    Users become ambassadors to NYPL services, programs
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    mala.sarat.chandra@gmail.com
  • Examples of Libraries using Social Media to drive Engagement
    Enoch Pratt Free Library, Baltimore
    Mudd Library, Wisconsin
    Gleeson Library, University of San Francisco
    34
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    mala.sarat.chandra@gmail.com
  • Credibility is Key for Social Media Success
    Authentic
    Trustworthy
    Transparent
    Open to Feedback
    Responsive
    Engaged
    Respectful
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  • Engagement Strategy Summary
    Good content is key to Engagement
    Enlightening, Entertaining ,
    Relevant, Contextual
    mala.sarat.chandra@gmail.com
    3 to 5 repeated viewings to become memorable
    Available on multiple media
    Promoted by Influencers
    Syndicated & Aggregated
    Link back to website (Hub)
    Available on demand
    7 x 24 availability via Mobile, Web, Content Aggregators
    Engagement leads to Conversion
    Membership
    Loyalty
    Recommendation
  • Backup
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  • Demographics by Social Network
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    Source: Alexa.com
  • Useful Twitter Resources
    http://www.libsuccess.org/index.php?title=Twitter
    http://www.twellow.com/categories/librarians
    http://justtweetit.com/education/librarians/
    http://lis5313.ci.fsu.edu/wiki/index.php/Twittering_Libraries
    http://www.infotoday.com/cilmag/may09/Milstein.shtml
    http://twitterhighlight.net/twitter-tools/best-twitter-tools-collection-2011-for-multiple-tasks/
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