#Winning  ways and  Susan Brown Lawrence Public Library NEKLS Tech Day 2011 SOCIAL MEDIA AS TEAM SPORT: ails
Social Media at LPL <ul><li>Facebook = appx. 1,900 fans </li></ul><ul><li>Twitter = appx. 2,150 followers </li></ul><ul><l...
<ul><li>Before you get started: </li></ul><ul><ul><li>Administrative buy-in </li></ul></ul><ul><ul><li>Staff buy-in </li><...
: GETTING IN BEFORE GETTING IT
&quot;We'll work it all out as we go along. Let our practice form our doctrine -  thus assuring precise theoretical cohere...
OUR PURPOSE: Why do we do social media?  What is our goal? - To inform and engage our community - To listen to and respond...
OUR CONTENT – What will we say?   - News & events (LPL, Lawrence, book-related) - Information about collections, services,...
<ul><li>THE BASICS: </li></ul><ul><li>  </li></ul><ul><li>Don’t forget to spel chek </li></ul><ul><li>Respond in a timely ...
<ul><ul><li>ESSENTIAL TO SUCCESS </li></ul></ul><ul><ul><li>Shared goals </li></ul></ul><ul><ul><li>Overall strategy </li>...
<ul><ul><li>IT’S REALLY ABOUT: </li></ul></ul><ul><ul><li>Engaging </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul...
<ul><ul><li>WORST CASING </li></ul></ul><ul><ul><li>AUTOMATING </li></ul></ul><ul><ul><li>FOLLOWING FRENZY </li></ul></ul>...
HOW WE STARTED  #WINNING <ul><li>BEING STRATEGIC </li></ul><ul><li>FOLLOWING OUR PLAN </li></ul><ul><li>SHORING UP ONE PRO...
TEAM HIGHLIGHT REEL: <ul><li>It’s not about the tools </li></ul><ul><li>Engage & Respond </li></ul><ul><li>Listening more ...
“ Social Media is a lot like the strategy game Othello.  It’s incredibly easy to learn but it takes a long time to master....
NEXT SEASON: <ul><li>More content creation </li></ul><ul><li>Shoring up other properties – blog, FourSquare </li></ul><ul>...
CARE TO SHARE? Game plans? #Wins? ? ails
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Susan Brown Social Media and Marketing for NEKLS Tech Day

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Susan Brown, Lawrence Public Library, presentation for 2011 NEKLS Tech Day.

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Susan Brown Social Media and Marketing for NEKLS Tech Day

  1. 1. #Winning ways and Susan Brown Lawrence Public Library NEKLS Tech Day 2011 SOCIAL MEDIA AS TEAM SPORT: ails
  2. 2. Social Media at LPL <ul><li>Facebook = appx. 1,900 fans </li></ul><ul><li>Twitter = appx. 2,150 followers </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>Flikr, Foursquare, etc </li></ul><ul><li>Social media team w/contributers from all departments </li></ul>
  3. 3. <ul><li>Before you get started: </li></ul><ul><ul><li>Administrative buy-in </li></ul></ul><ul><ul><li>Staff buy-in </li></ul></ul><ul><ul><li>Time commitment </li></ul></ul><ul><ul><li>Choose carefully </li></ul></ul>: NOT LOOKING BEFORE LEAPING
  4. 4. : GETTING IN BEFORE GETTING IT
  5. 5. &quot;We'll work it all out as we go along. Let our practice form our doctrine - thus assuring precise theoretical coherence.“ - Edward Abbey, The Monkey Wrench Gang : NOT HAVING GOALS
  6. 6. OUR PURPOSE: Why do we do social media? What is our goal? - To inform and engage our community - To listen to and respond to our customers - To market our services, programs, and collections - To position ourselves as a knowledge leader and essential destination OUR STRATEGY: How will we work toward our goals? - Promote our events, collections, and services - Start conversations with our users by asking questions and gathering opinions - Participate in conversations happening in the community - Actively listen to what customers are saying and respond appropriately - Build relationships by passing along content of others - community partners, local bloggers, etc. LPL SOCIAL MEDIA PRINCIPLES:
  7. 7. OUR CONTENT – What will we say?   - News & events (LPL, Lawrence, book-related) - Information about collections, services, new features, etc. - Original content (i.e. reviews, recommendations, etc.) - Pass along relevant content of others (link to local blogs, retweet, etc.) - Cross promote our own social media channels (i.e. Tweet about new blog post, etc) - Responses to questions and comments     OUR TONE – How will we say it?   - We will be honest and authentic, not snarky or sarcastic - We will be respectful to all commenters, positive and negative - We will say please and thank you - We will not post anything on social media that we would not say at a service desk
  8. 8. <ul><li>THE BASICS: </li></ul><ul><li>  </li></ul><ul><li>Don’t forget to spel chek </li></ul><ul><li>Respond in a timely matter (same day if possible) </li></ul><ul><li>Check back to gauge responses, contribute to conversation, answer questions </li></ul><ul><li>Add photos, videos when appropriate </li></ul><ul><li>  </li></ul><ul><li>If a comment or response is negative, please use a “Triage” approach: </li></ul><ul><ul><ul><li>-If the comment is highly technical in nature or specific to a certain department, the social media team member from that department will be asked to respond. </li></ul></ul></ul><ul><ul><ul><li>-If the comment is extremely negative, negative about the library in general, or policy-related, please let Bruce know and allow him to craft the response </li></ul></ul></ul><ul><ul><ul><li>-In general, if a comment is negative or needs a highly detailed or technical response, we will attempt to move that conversation to a private channel (email, face to face meeting) </li></ul></ul></ul>LPL SOCIAL MEDIA PROCEDURES:
  9. 9. <ul><ul><li>ESSENTIAL TO SUCCESS </li></ul></ul><ul><ul><li>Shared goals </li></ul></ul><ul><ul><li>Overall strategy </li></ul></ul><ul><ul><li>Identity & Character </li></ul></ul><ul><ul><li>Participate & Respond </li></ul></ul>: NOT HAVING GOALS
  10. 10. <ul><ul><li>IT’S REALLY ABOUT: </li></ul></ul><ul><ul><li>Engaging </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Participating </li></ul></ul><ul><ul><li>Relationship building </li></ul></ul><ul><ul><li>Marketing WITH not marketing TO </li></ul></ul>: ONLY BROADCASTING
  11. 11. <ul><ul><li>WORST CASING </li></ul></ul><ul><ul><li>AUTOMATING </li></ul></ul><ul><ul><li>FOLLOWING FRENZY </li></ul></ul>MINOR
  12. 12. HOW WE STARTED #WINNING <ul><li>BEING STRATEGIC </li></ul><ul><li>FOLLOWING OUR PLAN </li></ul><ul><li>SHORING UP ONE PROPERTY AT A TIME </li></ul><ul><li>EMPOWERING GROUPS, USING TOOLS </li></ul><ul><li>ENGAGING LOCAL BLOGGERS </li></ul><ul><li>PROMOTING OTHERS </li></ul><ul><li>STEALING IDEAS </li></ul><ul><li>CREATING CONTENT </li></ul>
  13. 13. TEAM HIGHLIGHT REEL: <ul><li>It’s not about the tools </li></ul><ul><li>Engage & Respond </li></ul><ul><li>Listening more important that broadcasting </li></ul><ul><li>As important as website </li></ul><ul><li>We don’t control the message or the medium </li></ul>
  14. 14. “ Social Media is a lot like the strategy game Othello. It’s incredibly easy to learn but it takes a long time to master.” - Laura Solomon, Doing Social Media So It Matters: A Librarians Guide
  15. 15. NEXT SEASON: <ul><li>More content creation </li></ul><ul><li>Shoring up other properties – blog, FourSquare </li></ul><ul><li>Service delivery </li></ul><ul><li>New tools – QR codes, etc. </li></ul><ul><li>Better measurement </li></ul><ul><li>Getting more players on our team </li></ul>
  16. 16. CARE TO SHARE? Game plans? #Wins? ? ails

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