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Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
Susan Brown Social Media and Marketing for NEKLS Tech Day
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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  • 1. #Winning ways and Susan Brown Lawrence Public Library NEKLS Tech Day 2011 SOCIAL MEDIA AS TEAM SPORT: ails
  • 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. <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. : GETTING IN BEFORE GETTING IT
  • 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. 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. 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. <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. <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. <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. <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. 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. 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. “ 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. 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. CARE TO SHARE? Game plans? #Wins? ? ails

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