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Capstone
Project:
Social Media Marketing Campaign,
University of Pittsburgh Library
System

ONSOC062013:
Social Media Mark...
Social Media Marketing Plan:
University of Pittsburgh Library System
Description of Organization



Challenge
Social Med...
Organization Description &
Mission


University Library System (ULS) at the University of
Pittsburgh



University Size:...
Organization’s Challenge
Current state of academic libraries:





Lower usage of reference desk
More collections movin...
Social Media Goals


Move away from traditional role of library as a reference
desk to come ask questions and create a mo...
Overall Strategy:

Build general awareness of library services and
resources with social media presence



Reboot Faceboo...
Library Audience
The traditional academic library has a
broad audience with varied information
resource needs:





Un...
Target Audience
Undergraduate students:


Unaware of most library services and
resources, according to general library su...
Digital Tools to Employ










Blogs
Facebook
Twitter
Pinterest
HootSuite
Traacker
YouTube
LinkedIn
The Plan
Tactics, Measurable Outcomes
General Tactics


Meet monthly with team to discuss/report on
listening assignments, engagement activity on
current platf...
Listening tactics


Assign listening assignments for social media team in order to maintain timely monitoring



Set up ...
Marketing our Social Media
Because we need to let our patrons know we are on social
media, we have to get them to subscrib...
Facebook Tactics


Create calendar for Facebook posts structured
around library events and creating connections with
libr...
Twitter Tactics


Perform timely tweets for library special events



Tweet information tips on library services &
resou...
Blog Tactics


Join academic library LinkedIn groups to join other
library groups to manage reputation, find, engage
and ...
Media Sharing
Our website


Flickr


Create social media central page with buttons connecting to all our platforms
and b...
Considering ROI


Measuring ROI has always been a challenge
for libraries in general, as our mission is not
about generat...
Raising Awareness = ROI


Obtain higher percentage of awareness of library services & resources when
comparing most recen...
Continuing the Plan
Social Media team will continue:


Monitoring, listening, and tracking new
trends, influencers, and c...
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Social Media Marketing in academic libraries 2013

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  • Mission to Vision
  • Transcript of "Social Media Marketing in academic libraries 2013"

    1. 1. Capstone Project: Social Media Marketing Campaign, University of Pittsburgh Library System ONSOC062013: Social Media Marketing Heidi Card
    2. 2. Social Media Marketing Plan: University of Pittsburgh Library System Description of Organization   Challenge Social Media Goals Overall Strategy   Target Customers Digital Tools The Plan   Tactics Measurable Outcomes
    3. 3. Organization Description & Mission  University Library System (ULS) at the University of Pittsburgh  University Size: Undergraduates – 24,990; Graduate Students - 10,340  Library System’s Mission: to provide and promote access to information resources necessary for the achievement of the University's leadership objectives in teaching, learning, research, creativity, and community service, and to collaborate in the development of effective information, teaching, and learning systems
    4. 4. Organization’s Challenge Current state of academic libraries:    Lower usage of reference desk More collections moving to digital Outdated systems not meeting current needs of patrons To remain relevant as the main university information resource will require:  Creating heightened awareness of library services  Discovering patron needs and making necessary changes to meet them  Keeping pace with current technology used by patrons Challenge: Create a marketing strategy that utilizes current technology in order to be where our patrons are – moving from the library stereotype of a bespectacled matron behind a reference desk to an engaging, technologically-enhanced information source prepared to meet the information-seeking needs of our patrons and maintain our mission
    5. 5. Social Media Goals  Move away from traditional role of library as a reference desk to come ask questions and create a more informal, approachable presence to invite engagement from students  Engage with students on their own “turf,” providing proactive librarians who do no just sit behind a desk, but rather go out into classrooms, campus, and via social media to raise awareness of library services and resources  Introduce the modern library -- an active, engaging organization with modern technology to assist with new avenues of information navigation
    6. 6. Overall Strategy: Build general awareness of library services and resources with social media presence  Reboot Facebook site and start new sites for archives and special collections  Discover social media interests of target audience  Create marketing campaign to promote the library’s social media presence to meet target audience “where they are”  Define and report on measurable ROI plan for administration
    7. 7. Library Audience The traditional academic library has a broad audience with varied information resource needs:     Undergraduate students Graduate students Faculty Researchers
    8. 8. Target Audience Undergraduate students:  Unaware of most library services and resources, according to general library survey  Rely on internet searching such as Google to do academic research, rather than learning about library services and resources and how to use them
    9. 9. Digital Tools to Employ         Blogs Facebook Twitter Pinterest HootSuite Traacker YouTube LinkedIn
    10. 10. The Plan Tactics, Measurable Outcomes
    11. 11. General Tactics  Meet monthly with team to discuss/report on listening assignments, engagement activity on current platforms and any engagement with conversations on external platforms  Schedule monthly post ideas based on Pitt events, holidays, or other connections we can make with our resources or services  Collaborate with Web Services Librarian to analyze requests from teams/departments to start blogs for department pages on main library website
    12. 12. Listening tactics  Assign listening assignments for social media team in order to maintain timely monitoring  Set up Google alerts & monitor Google Trends  Perform general/consistent searches for academic library social media influencers using:  HootSuite (Twitter & LinkedIn)  Research peer library social media use  Build relationships  Research & follow relevant LinkedIn & Facebook groups  Reach out to other campus social media groups to gain perspective on campus trends, student interests, and collaboration to increase visibility of library brand  Continually research student social media interests (via other platforms/casual surveys/conversations with other campus groups) to learn new channels/platforms to listen & engage
    13. 13. Marketing our Social Media Because we need to let our patrons know we are on social media, we have to get them to subscribe to our platforms by:  Placing buttons to our social media sites on our website  Showing our videos on our tv screens in front lobby, noting that more can be found on our YouTube page, Facebook, and more  Creating signage advertising our social media sites  Creating postcards and bookmarks  Organize contests/games that utilize social media (i.e. scavenger hunt where clues are posted on Facebook or Twitter)
    14. 14. Facebook Tactics  Create calendar for Facebook posts structured around library events and creating connections with library collections, services, and other library resources  Coordinate with blog posts  2-3 posts per week  Collaborate with archives and special collections departments to highlight their services and resources (who will soon break away with their own sites and we can overlap content)
    15. 15. Twitter Tactics  Perform timely tweets for library special events  Tweet information tips on library services & resources  Retweet follower tweets mentioning library  Use HootSuite to monitor Twitter conversations mentioning library
    16. 16. Blog Tactics  Join academic library LinkedIn groups to join other library groups to manage reputation, find, engage and begin conversations with influencers, pointing them all back to our blogs  Build blogger relationships  Include links to library collections, resources and posts in other library departments to further reach  Use YouTube videos and other social media sharing links to highlight library
    17. 17. Media Sharing Our website  Flickr  Create social media central page with buttons connecting to all our platforms and blogs; offer “share this” buttons throughout website to allow patrons to share images from our collections, available books, and also training workshops to further our reach Upload library photos of services and resources and subscribe to other libraries to check out their tactics for new ideas and opportunities to collaborate YouTube  Create and share videos with library staff highlighting services and resources to use in blog content, sharing on Facebook & Twitter Pinterest  Create boards for archives & special collections departments to allow for patron engagement by suggesting/encouraging patrons to create their own boards (“curate”) using library collections that we can share with other libraries and influencers as examples of patron engagement
    18. 18. Considering ROI  Measuring ROI has always been a challenge for libraries in general, as our mission is not about generating tangible transactions  Equally challenging is that social media ROI can also be intangible  So, the measures we look for are increased awareness of services and resources
    19. 19. Raising Awareness = ROI  Obtain higher percentage of awareness of library services & resources when comparing most recent annual library survey with previous annual surveys  Also use surveys for specific platforms  Actual data from social media stats for unique page views, bounces, sharing, (i.e. Insights for Facebook, Google Analytics)  Keep count of influencer recognition – how often are we mentioned in library social media sharing sites  Higher attendance counts at library events, training workshops, and gatecounts  Participation counts in social media-related contests, surveys, and other forms of engagement, using tracking tools like countable codes on materials turned in (surveys, contest entries)
    20. 20. Continuing the Plan Social Media team will continue:  Monitoring, listening, and tracking new trends, influencers, and conversations on different platforms  Building relationships with influencers  Reporting out to stakeholders on campaign results and ROI  Providing recommendations for new social media initiatives in yearly strategic planning for library
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