Susan Brown Social Media and Marketing for NEKLS Tech Day
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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.

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 Susan Brown Social Media and Marketing for NEKLS Tech Day Presentation Transcript

  • #Winning ways and Susan Brown Lawrence Public Library NEKLS Tech Day 2011 SOCIAL MEDIA AS TEAM SPORT: ails
  • Social Media at LPL
    • Facebook = appx. 1,900 fans
    • Twitter = appx. 2,150 followers
    • YouTube
    • Blog
    • Flikr, Foursquare, etc
    • Social media team w/contributers from all departments
    • Before you get started:
      • Administrative buy-in
      • Staff buy-in
      • Time commitment
      • Choose carefully
    : NOT LOOKING BEFORE LEAPING
  • : GETTING IN BEFORE GETTING IT
  • "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
  • 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:
  • 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
    • THE BASICS:
    •  
    • Don’t forget to spel chek
    • Respond in a timely matter (same day if possible)
    • Check back to gauge responses, contribute to conversation, answer questions
    • Add photos, videos when appropriate
    •  
    • If a comment or response is negative, please use a “Triage” approach:
        • -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.
        • -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
        • -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)
    LPL SOCIAL MEDIA PROCEDURES:
      • ESSENTIAL TO SUCCESS
      • Shared goals
      • Overall strategy
      • Identity & Character
      • Participate & Respond
    : NOT HAVING GOALS
      • IT’S REALLY ABOUT:
      • Engaging
      • Listening
      • Participating
      • Relationship building
      • Marketing WITH not marketing TO
    : ONLY BROADCASTING
      • WORST CASING
      • AUTOMATING
      • FOLLOWING FRENZY
    MINOR
  • HOW WE STARTED #WINNING
    • BEING STRATEGIC
    • FOLLOWING OUR PLAN
    • SHORING UP ONE PROPERTY AT A TIME
    • EMPOWERING GROUPS, USING TOOLS
    • ENGAGING LOCAL BLOGGERS
    • PROMOTING OTHERS
    • STEALING IDEAS
    • CREATING CONTENT
  • TEAM HIGHLIGHT REEL:
    • It’s not about the tools
    • Engage & Respond
    • Listening more important that broadcasting
    • As important as website
    • We don’t control the message or the medium
  • “ 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
  • NEXT SEASON:
    • More content creation
    • Shoring up other properties – blog, FourSquare
    • Service delivery
    • New tools – QR codes, etc.
    • Better measurement
    • Getting more players on our team
  • CARE TO SHARE? Game plans? #Wins? ? ails