Using twitter for marketing and outreach


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  • BE EXCITED!!!!I’m really excited to be talking with you today. I’m Andy Burkhardt, Assistant Director for Digital Strategy at Champlain College – Been tweeting from @champlib since August 2009
  • Start with a quote from the prolific, insightful marketing expert Seth GodinLike anything worthwhile, maintaining a social media presence takes effort, but it will be worth it if you do put in the workThe work is not just doing another technology thing. Brian Solis a well known author and digital analyst says that social media is a lot more about psychology and sociology than technology.Social media is doing the work of libraries simply in another medium. It’s connecting people and information, it’s building relationships, it’s creating conversations and it’s doing the work of furthering lifelong learningThis presentation will talk about how to do some of that building, nurturing and engaging (not just building) so it can save you time and so it won’t be too difficult and also so you can serve your users well.
  • This presentation takes your account to the next level. It’s a supercharge for your twitter account. Not just “get on twitter” or setting up an account, but how to manage it, how to be aware of conversations and how to nurture it and engage users.
  • It’s important to start with why, it informs everything elseDashboards help you manage the glut of info on twitter, save you time, and allow you to manage your entire social media presence in one placeWhat and how are informed by the why, but these are strategies and types of things you can tweet to keep your audience engagedAnalytics and using and saving tweets to tell stories and demonstrate value
  • It’s important to start with why, it informs everything elseDashboards help you manage the glut of info on twitter, save you time, and allow you to manage your entire social media presence in one placeWhat and how are informed by the why, but these are strategies and types of things you can tweet to keep your audience engagedAnalytics and using and saving tweets to tell stories and demonstrate value
  • I think asking WHY is so important, whether it’s maintaining a Twitter presence or doing reference or implementing a new service. It informs the how and the what.
  • Social media is another way that you can get into contact with your patrons. Contacting younger people is becoming increasingly difficult since a growing number of them believe that email is dead. Instead they use instant messaging, Facebook, or SMS. It’s a change in our way of thinking since many of us still do business primarily through email, but it’s necessary to recognize this new trend.
  • People are talking about your library on the web and in different social media channels. They’re saying both good things and bad things. One of the most important tenets of customer service is to be responsive to your users’ concerns or praise. Recognize them and show that you’re interested in and care about their opinions. There’s no controlling what is said about your library anymore, but you can influence the message that comes across. 
  • Your library likely already markets its services or events using traditional media: fliers, bookmarks, announcements in calendars of events, newspaper ads, press releases, etc. Social media is simply another form of media that you can use to get your message out there. Millions of people use social networks and likely a large percentage of the population you serve does too. You’re missing out on a lot of eyes if you eschew social media.
  • Often people assume they know their user population. I know I do. But I’m also often very surprised at things I overhear or questions patrons ask. Social media allows conversations with your users, and these conversations often reveal important insights. Simply talking with people allows you to get to know them better, and more importantly, serve them better. Have conversations with patrons both in person and through social media. You’ll be surprised at what you learn.
  • You learn aboutJobs and internshipsCampus news and eventsWhat’s going onTwitter allows you to be more aware and more responsive!
  • BE EXCITED!!! Dashboards! If you are just going to you are missing a lot and probably spending more time than you need to managing social media.
  • There is tons of info on Twitter. You’ll never see it all and it can be overwhelming. Therefore, you need a system to manage streams of information and to help you manage your timeSOCIAL MEDIA DASHBOARD – Can be used for FB and other things too. This is what the Pros use. One stop shopping.
  • Manage multiple social media accountsfacebookTwitterGoogle+FoursquareWordpressLinkedIn
  • Post a linkAttach a photo or fileAdd your locationSet certain privacySave templates (closings, regular events or occurences)
  • Set date/time you want the post to go outYou can get an emailSet up a bunch of posts at onceSchedule posts for events or closings you know are coming upSchedule posts at the start of the week to make sure you have fresh content everyday!
  • The Why informs the what and how. These are the questions that people often ask. What should I post? How do I get engagement? How do I get more followers? Is anyone listening to me?
  • Philosophy of Tweeting. Principles and best practices. There are several different things that you should keep in mind and try to remember when tweeting.
  • Elaine Young says ask yourself “Is this going to add value to someone’s day?” It doesn’t have to be TONS of value, but instead of saying I’m eating out at Farmhouse tonight say “The special at Farmhouse tonight is…”
  • Don’t make it all about yourselfInteract with others, share others’ content, retweet, be generous and genuine
  • Guy Kawasaki (has over a million followers on Twitter)
  • This isn’t your official website. This is SOCIAL media. You are being a little less formal. You can post memes or humorous videos. You can have some personality in the way you tweet. Don’t hesitate to be playful and have fun.
  • The internet loves fresh content. You don’t need to be tweeting all the time, but you should commit to at least one tweet per day during the week. This is super easy seeing how you can schedule tweets. You can schedule them all at once in the beginning of the week and will have fresh tweets all week. I usually remember to schedule different events we want to highlight or things that are going on around campus.
  • Data from link aggregation service: posting links to Twitter between the hours of 1:00 p.m. and 3:00 p.m. ET (or 10:00 a.m. to 1:00 p.m. PT) will give you the highest click rank, especially on days earlier in the week. Meanwhile, sending a tweet with a link after 8:00 p.m. should be avoided — as should posting links after 3:00 p.m. on Fridays.
  • Analyzes when followers are online and what times will give you the most exposure.
  • #campchamp, #btv (local, campus, etc.)Buddy Media recently published a report titled “Strategies for Effective Tweeting: A Statistical Review.” Tweets with hashtags experience twice as much engagement than tweets without a hashtag
  • What are the things that I should post?
  • People turn to Twitter for real time information. If you are going to be closed or have an unexpected service outage you should definitely post it to Twitter, AND, keep people updated.
  • Annoying and unexpected things happen at the library, but you can make people less annoyed by updating them and letting them know you’re keeping an eye on the situation or fixing it.
  • People are more likely to respond to a question than just a statement. And people like sharing their opinion.
  • I was talking earlier about creating awareness of what’s going on through searches and columns. Find questions through searches!
  • This question was not addressed to the library, but I was able to help because of the awareness I created.You can be doing reference through Twitter and it can be even more proactive.
  • Marketing! Libraries are doing amazing things! You have to tell your story! You shouldn’t be using Twitter as a bullhorn, but it is OK to promote the library and build awareness of your awesomeness as long as your adding value to people’s day.
  • Images are really powerful. If a picture is worth a thousand words, then you’ve dramatically increased your twitter post from a mere 140 characters. You get a lot more engagement with images. In the statistics I see that some of our best performing tweets are images. They’re the ones that get favorited and shared.
  • If you ever have an opportunity to share anything with cats, take it. On the internet it is sure to get retweeted, reblogged, reposted, and shared widely.
  • Using Twitter data and analytics to see the quanitative side of what’s going on, but also capturing and sharing the qualitative side which can be really powerful. With data, both numbers and examples/anecdotes, you can demonstrate value, understand if you are meeting your goals, or learning from the past and improving.
  • DON’T go through the process of setting up ads (unless you want to). There’s a link on the top left that says “Analytics”
  • You can see how many followers you have over time, you can also see demographics and interests of your followers. These can help you tailor your tweets and give you ideas. The amount of followers can also help you understand how aware your users are or if you are increasing awareness of the library. BUT number of followers should not be the BE ALL END ALL metric. You can also download all of this into a CSV file which you can manipulate in excel.
  • You can see really well how much engagement you get over the last few weeks. How many new follows or unfolows, how many mentions, how oftern things are retweeted, favorited, replied to, or clicked on. Really robust. Analytics are the most important for LEARNING.
  • Analytics are the most important for LEARNING. Use those analytics to craft better tweets. Look at things that work and don’t work and put your effort there.
  • In addition to quantitative information you want to make sure that you are collecting and thinking about qualitative data. Use your favorites to save positive or important tweets. Tweets that you really like or that tell a good story. You can use them in staff meetings or in talking with faculty members. You can use them a lot of places, but it’s important to save them.
  • These are all tweets that we used in our ACRL award application. We asked the students and professors first.
  • This is a quote that related to libraries.
  • It’s important to start with why, it informs everything elseDashboards help you manage the glut of info on twitter, save you time, and allow you to manage your entire social media presence in one placeWhat and how are informed by the why, but these are strategies and types of things you can tweet to keep your audience engagedAnalytics and favoriting tweets. Using quantitative and qualitative information to tell stories, demonstrate value, and improve.
  • Libraries are already amazing places with helpful geniuses clambering over each other to help. We inspire curiosity and are champions of lifelong learning. We provide opportunities for accomplishment and creation. We foster community and connection. And at our best we provoke enlightenment, and wonder. There are more tools at our disposal and we should be using them to be remarkable and help our patrons be remarkable.
  • Using twitter for marketing and outreach

    1. 1. Andy Burkhardt @vonburkhardt
    2. 2. “Build it, and they will come” only works in the movies. Social Media is a “build it, nurture it, engage them, and they may come and stay.” -Seth Godin
    3. 3. So I’ve got a Twitter account... now what
    4. 4. What this workshop will cover Measuring and sharing success 2 3 4 1 Why tweet? Social media dashboards! What and how to tweet
    5. 5. Detritus Hashtag - #utfmao @vonburkhardt
    6. 6. 1 2 3 4
    7. 7. Helpful Questions Who is my community? What social media tools do they use? What are our goals?
    8. 8. Reflect: #utfmao
    9. 9. Communication
    10. 10. Respond to Positive and Negative Feedback
    11. 11. Marketing
    12. 12. Learn about users
    13. 13. Reflect: #utfmao
    14. 14. 1 2 3 4
    15. 15. Twitter = firehose
    16. 16. Dashboards Manage multiple social networks Allow scheduling of updates Build awareness of conversations Track streams that are important to you
    17. 17. Hootsuite
    18. 18. Multiple Social Networks
    19. 19. Create columns
    20. 20. Multiple streams of info
    21. 21. Location based searches!
    22. 22. Location based searches! search-twitter-by-location/
    23. 23. POSting
    24. 24. Post from multiple accounts
    25. 25. Schedule poSts!
    26. 26. Autoschedule
    27. 27. $ - Analytics & collaboration
    28. 28. Share: #utfmao
    29. 29. 1 2 3 4
    30. 30. how
    31. 31. ` Add value
    32. 32. Be social
    33. 33. “Just be nice, take genuine interest in the people you meet, and keep in touch with people you like. This will create a group of people who are invested in helping you because they know you and appreciate you." — Guy Kawasaki
    34. 34. BE… Unique, Fun, Playful
    35. 35. Tweet regularly
    36. 36. Be timely
    37. 37. tweriod
    38. 38. Share: #utfmao
    39. 39. what
    40. 40. News & Events
    41. 41. Updates & closings
    42. 42. ASK questions
    43. 43. Answer questions
    44. 44. Promote your Library and build awareness
    45. 45. images
    46. 46. Retweet, Share others’ content
    47. 47. Share: #utfmao
    48. 48. 1 2 3 4
    49. 49. Goals determine success • Regularly engage users • Increase awareness of library resources and services • Support users by paying attention to and fixing issues • Learn and improve twitter content over time Some samples
    50. 50. Twitter analytics!
    51. 51. Tell stories
    52. 52. Storify
    53. 53. Marketing is no longer about the stuff you make, but the stories you tell. -Seth Godin
    54. 54. REflect: #utfmao
    55. 55. What this workshop covered Measuring and sharing success 2 3 4 1 Why tweet? Social media dashboards! What and how to tweet
    56. 56. How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable? -Seth Godin
    57. 57. • Best time to post to social media • Search Twitter by location • Maximizing your tweets infographic • champlib/favorites • Champlain College ACRL Excellence in Academic Libraries Award Application References & Resources
    58. 58. CREDITS • Flickr/busy mind/sarah G • Flickr/*twitter*/anokarina • Flickr/thumbs up/anthony kelly • Flickr/Buy Now/edkohler • Flickr/Superbokehtheorie/eriwst • Flickr/DSCF0678/KellyK • Flickr/db9_dash/Matthew Hine • Flickr/Contando Dinheiro/Jeff Belmonte • Flickr/ After the divorce, all I was left with was this pot to 'p' in/Matthew Powell • Flickr/Calendar*/Dafne Cholet • Flickr/time/János Balázs • Flickr/ // /romana klee • Flickr/Winston retrieves the news/carterse • Flickr/CLOSED/Ben Husmann • Flickr/HA1-000602/Highways Agency • Flickr/Frequently Asked Questions (Self-Portrait #41)/Taber Andrew Bain • Flickr/The Colorful Library of an Interaction Designer (Juhan Sonin)/See-ming Lee • Flickr/Slapsticks/FaceMePLS • Flickr/Picture Frames at Photo LA/Ricardo Diaz • Flickr/Fortune cookie says: To succeed, you must share/ • Flickr/Abacus/Sami • Flickr/Ruler/Scott Akerman • Flickr/Bag Piper…/Thomas Leuthard