Social Media Bootcamp--NICCL

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1) How to Fail at Social Media
a) How to fail when you’re just starting out
b) How to fail while doing social media
c) How to fail when responding in social media
d) Summary & questions
***BREAK***
2) Fine-Tuning Facebook
a) Why Facebook matters to libraries
b) Profiles versus pages
c) Facebook profile tweaks
d) Facebook features
e) Facebook Timeline and options
f) Facebook strategies that work
g) Facebook strategies that don’t work
h) Working with Facebook Insights
i) Examples of the good, the bad and the ugly
j) Summary & questions
***BREAK***
3) Tweaking Twitter
a) Twitter stats you actually should know
b) Things to stop doing on Twitter
c) Ways to do Twitter right
d) Tweet makeovers
e) Summary & questions
***BREAK***
4) Putting It All Together
a) Social media myths
b) Social capital
c) Measuring stuff
d) Interactive: rewriting of Tweets
e) Summary & questions

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  • Not having Twitter bios.
  • The Providence (RI) Public Library uses Twitter as nothing more than a broadcast mechanism. Despite the fact that this library has more than 1600 followers, it is not engaging with any of them.
  • Social Media Bootcamp--NICCL

    1. 1. Social Media Bootcamp NICCL September 25, 2013
    2. 2. Laura Solomon, MCIW, MLS Library Services Manager, OPLIN @laurasolomon *
    3. 3. "Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better." Avinash Kaushik, Google's analytics evangelist
    4. 4. 1. Ways to FAIL at the START
    5. 5. http://www.flickr.com/photos/nathanwells/867602573/in/photostream/
    6. 6. Profiles matter
    7. 7. Building DOES NOT EQUAL brand
    8. 8. 2. Ways to to fail DURING
    9. 9. You are HERE
    10. 10. Talk to us… …or kiss us goodbye.
    11. 11. http://www.flickr.com/photos/jugbo/3262710210/
    12. 12. Consider these… • Join our new Book Discussion Group! [LINK] • Be a member of our new Patron Advisory Board [LINK] • Try our new research database for your next assignment [LINK]
    13. 13. Consider these: • Please take our brief survey! [LINK] • Crafts and Fun Around the World! Grades K-4, Thursday, 10:30 - 11:30am! Registration Required, Call [PHONE NUMBER] for more information! • Don't forget to register for the Princess Party this Friday! [LINK]
    14. 14. From 2006 to 2010, Harvard spawned 39 start-up companies, 216 patents, and 1,270 faculty inventions. #numberswednesday
    15. 15. Be careful in the heat this week. Stay cool (and classy) with these tips: [LINK]
    16. 16. Check out our hottest summer DVD releases!
    17. 17. Read Dan Porat's The Boy : A Holocaust Story. To be ordered on 11/21
    18. 18. Today at 3:45, we are showing a new release on our BIG projector screen! Hope to see you there. Free, no need to register.
    19. 19. 3. Failing when RESPONDING
    20. 20. Fine-Tuning Laura Solomon Library Services Manager OPLIN
    21. 21. Seriously?
    22. 22. 1/3
    23. 23. ? Yesterday Today Tomorrow
    24. 24. Profile Page Has friends Has fans (likes) Can only go up to 5K friends No limit on “likes” No analytics Has Insights Harder to promote Widgets available ILLEGAL Legal
    25. 25. Profile Page
    26. 26. NOW what?
    27. 27. Reality sets in… 0% 5% 10% 15% 20% 25% 30% 35% 2010 2012 Users following brands
    28. 28. Vanity URL https://www.facebook.com/oplin.org#!/pages /Your-Public-Library/173841629326038 versus http://www.facebook.com/oplin.org
    29. 29. Be complete!
    30. 30. Admin roles
    31. 31. Scheduling posts
    32. 32. What about Questions?
    33. 33. What about custom landing pages? What about custom landing pages?
    34. 34. What’s with Timeline?
    35. 35. Timeline apps
    36. 36. http://mashable.com/2013/01/08/facebook-timeline-change-new/
    37. 37. Pinning & highlighting
    38. 38. Milestones
    39. 39. So…what WORKS?
    40. 40. Think more about PHOTOS
    41. 41. But…change it up
    42. 42. http://www.dreamgrow.com/facebook-cheat-sheet-sizes-and-dimensi
    43. 43. Use albums
    44. 44. Time it properly • 7 am EST • 5 pm EST • 11 pm EST
    45. 45. Length matters
    46. 46. 1. Post 2. Comment 3. Tell us Use the right words
    47. 47. Thank one fan in a really BIG way
    48. 48. Promote outside of Facebook
    49. 49. “Social media has never been inexpensive, just different expensive. But now, the last vestiges of false assumptions about the true cost of social marketing are being wiped away. Facebook’s changes to EdgeRank essentially require that Pages pay a fee to reach more than 15 out of every 100 of their fans. How long until Twitter follows?” Jay Baer, social media expert
    50. 50. Things that DON’T work •Automating posts •Video/photo contest •“Like” blocking •Splitting locations
    51. 51. #skiphashtags
    52. 52. Working with Facebook Insights
    53. 53. Insights overview
    54. 54. Insights by post
    55. 55. Insights--Demographics
    56. 56. Metrics are about the long term
    57. 57. Facebook takes WORK
    58. 58. Laura Solomon, MCIW, MLS OPLIN @laurasolomon (How toprevent Laurafrom unfollowingYOUR libraryonTwitter)
    59. 59. STATS
    60. 60. How many? 0% 2% 4% 6% 8% 10% 12% 14% 16% Use Twitter Use it daily
    61. 61. Tweeters are active 76% post status updates
    62. 62. A LOT of tweets 50 million per DAY
    63. 63. Mostly mobile
    64. 64. FIX THESE
    65. 65. Innovative or creepy?
    66. 66. Stop talking about the library
    67. 67. Don’t be a Debbie Downer
    68. 68. Don’t be a fire hose
    69. 69. Don’t play robot stalker
    70. 70. Don’t address tweets to the wrong people
    71. 71. Don’t exclude followers with @
    72. 72. Don’t ask for DMs
    73. 73. Don’t recreate hashtags
    74. 74. Response time matters
    75. 75. Tweeting a link alone is…
    76. 76. Don’t jump into the stream
    77. 77. Don’t rapid-fire
    78. 78. DOING IT RIGHT
    79. 79. Be clear about who you are
    80. 80. Give glimpses behind the curtain
    81. 81. Be useful
    82. 82. Go local
    83. 83. Reward your followers
    84. 84. Give them attention
    85. 85. Time it right
    86. 86. Give up control
    87. 87. Have a sense of humor
    88. 88. Don’t take yourself too seriously
    89. 89. Be human
    90. 90. It’s not about you
    91. 91. Find the right account
    92. 92. Follow back
    93. 93. Advanced Twitter search
    94. 94. Take the Twitter Audit • Look at your last 20 tweets. How many were @ replies? How many were retweets of other people’s work? • In your last 20 tweets, how many promote your own work versus pointing towards others’ ideas? • Do you have at least one ongoing Twitter search going? (use http:// search.twitter.com to set one up. • Are the tweets you hope will be retweeted under 120 characters so people can retweet them? • Of the people you follow, how many are “influential” in some way, how many are potentially good for referrals, how many are just celebrities? • How often are you tweeting? Is less more? Is more more? Are you burying your good stuff? • How are you feeding Twitter? What are you giving your audience to consume? Do you share interesting articles? Do you point out your lunch du jour? What’s the plan? • Are you autotweeting your post titles? Is that bringing you lots of response? • Have you checked the click-through stats on your short links? For instance, if you use bit.ly, take the URL of anything you’ve posted, copy it to a browser bar, and add a +, like this: “http://bit.ly/iOGhJ2+” , and you’ll see the stats. How are you doing? • How many folks are you gaining a day? Not that this matters greatly, but it sometimes gives you a sense of whether someone’s into what you’re saying. • http://www.chrisbrogan.com/take-a-twitter-audit/
    95. 95. Examples
    96. 96. The online catalog is unavailable this morning due to maintenance. Aw, snap! Catalog is down. We're working on fixing that ASAP.
    97. 97. Mango Languages is a new online resource available to users of all public libraries in our state. It includes a variety... [LINK] Learn a new language. Today. For Free. Online. With your library card. Introducing Mango Languages: [LINK]
    98. 98. National Library Week, April 10-16. [LINK] Who CARES?
    99. 99. Consider these… • Join our new Book Discussion Group! [LINK] • Be a member of our new Patron Advisory Board [LINK] • Try our new research database for your next assignment [LINK]
    100. 100. Join our new Book Discussion Group! [LINK] Can't stop talking about that book you just read? Yeah, us too. Now we've got a group for that: [LINK]
    101. 101. Be a member of our new Patron Advisory Board [LINK] Looking for opinionated folks who want to talk about the library. Cookies at every meeting and a chance to make a difference [LINK]
    102. 102. Try our new research database for your next assignment [LINK] Wikipedia not good enough for your teacher? Show ‘em you're a smart cookie and try a free resource from us [LINK]
    103. 103. I posted 6 photos on Facebook in the album "Cool Crafts 2011” [LINK] Geodomes made with gumdrops, constructed with care by our local kids. See the pics [LINK]
    104. 104. People are REALLY busy
    105. 105. Make sure there’s a payoff for the patron
    106. 106. Social media does NOT equal promotion
    107. 107. Putting It All Together (The things that matter, in the end)
    108. 108. 6 Social Media Myths
    109. 109. Myth #1: Social media is a great marketing tool
    110. 110. Myth #2: It’s quick
    111. 111. Myth #3: It’s cheap
    112. 112. Myth #4: You need to be everywhere
    113. 113. •“Focus less on the venues for where the conversation will happen; focus more on creating the sparks that will ignite it.” •Molly Flat
    114. 114. Myth #5: There are no rules •The 11 Rules of Social Media Etiquette •http://www.digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html
    115. 115. Myth #6: Social capital doesn’t matter
    116. 116. So let’s think about social capital for a bit.
    117. 117. Let’s go back in time…
    118. 118. So how can social capital be EARNED?
    119. 119. Idea #1: Thank them
    120. 120. Idea #2: Post other stuff* •*not yours
    121. 121. RT @patron: Libraries are great! Libraries are great! Idea #3: Retweet @patron @library
    122. 122. Idea #4: Provide stuff of value
    123. 123. Idea #5: Do customer service
    124. 124. Idea #6: Create a viral experience
    125. 125. Know your balance
    126. 126. But…how do you spend it?
    127. 127. •80%:20 %
    128. 128. Ration capital requests
    129. 129. Measuring Stuff
    130. 130. What do you want to achieve? •3. Better reputation •2. More use of expensive resources •1. More people in the doors
    131. 131. Can you benchmark success?
    132. 132. •CONVERSIONS
    133. 133. •“It’s hard to establish show-me- the-money metrics if there are no transactions to paint a picture of consumer intent. “ •Tom Managan, writing about social media ROI
    134. 134. It’s all about behavior
    135. 135. Re-writing posts* *Yes, you have to work now.
    136. 136. What the library wants Great post What the reader wants
    137. 137. We’re looking for a new library trustee [LINK] Not everyone is cut out to be a library trustee—are you? We’re looking for a new one for next year [LINK]
    138. 138. Come to “Local Herbalist Shares History of Herbal Medicines” today at 7pm [LINK] Curious about the history of herbal medicines? Local herbalist tells all at 7pm tonight [LINK]
    139. 139. Check out the Second National Bank’s window on Main St. for a great display put up by staff! It took 2 hours, 4 staff & more than 500 yds of streamers. What do you think of the display we did at the Main St. National Bank? [LINK TO PHOTO]
    140. 140. I posted 6 photos on Facebook in the album “Cool Crafts 2013” [LINK] Geodomes made with gumdrops, constructed with care by our local kids. See the pics: [LINK]
    141. 141. What does this mean to me, Laura?
    142. 142. Your big take-aways for today: 1. Payoffs matter. A lot. 2. Don’t drain your social capital account. 3. Know the goals of measurement, beyond the numbers.
    143. 143. (Absolutely shameless plug)
    144. 144. •Laura Solomon, MCIW, MLS •laura@oplin.org •@laurasolomon •Meanlaura.com Questions? More Information?

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