Susan Brown Social Media and Marketing for NEKLS Tech Day

#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

Susan Brown Social Media and Marketing for NEKLS Tech Day

by Northeast Kansas Library System on Aug 05, 2011

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