Tech camp moldova 2011 Taranenko


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Training on strategizing in social media, TechCamp Moldova, July 15-16 2011, Chisinau

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  • 90% of consumers trust peer recommendations Only 14% trust advertisement
  • Mission – why does the world need us? Values – what we have inside, what defines our actions, something we cannot go against, something more important than money What do we “sell”? Elevator speech Strategy – how we will implement our mission? Bibliomist values – people should have equal access to info, access to info is crucial for the betterment of people’s life, believe in culture of information usage
  • Target audience – not homogeneous, there are certain groups, groups are defined by interests
  • Where people hang out, their interests, nuances of be Concrete steps: Online communication memo Research Interviews with opinion leaders. behaviour
  • Based on this analysis, where do you think, our audience would be?
  • Motives! Why would they want to come to your page? In our case – experience exchange, show off, fun, fun, fun! Sincere and simple, down-to-earth things Famous SMM manager – the most popular posts with the max number of comments – about his new born daughter. Ours – funny librarian types – agent Sculli, Lara Croft, Mary Poppins, perfectionist, dreamer. Medieval tech support
  • Show video? – between lines
  • Between the lines movie
  • Тетяна Стахів Серце з книжкою і комп'ютером) Светлана Садовая Мабуть сонце, проміні якого проникають усюди! Любов Приемская Це райдужний міст від книги до ком"ютера17 Оксана Котенко Мабуть це міст який, йде вгору та вгору...а там все світліше та світліше
  • You have to convince people that if they do not befriend you, they will miss the next fun things you do. So we did more contests. Around St. Valentine we made a contest for the best video/podcast/presentation about love in their library. Phenomenon of social media is that once you reach a certain level of users/page interaction, it stays We were building for 6 months in this way until what we believe is the ceiling of librarians and libraries online on social networks. The steps are the different contests I just mentioned. Those people are a community and now receive our news whenever we post it. In a sustainable way, better than a website that people just stop visiting after a while.
  • I was showing an example from the more interactive social networks, but we also had success on Youtube, blogs and our website. Since we advertise every update on those through the social networks, we keep the traffic high on every website we run. We had 320,000 hits in the last sixt months on youtube channel, two blogs and our website combined. Social networks activity should land on project web site, blog.
  • Yaroshenko’s post Namely in 2 010  many libraries appeared on Facebook, including libraries of small towns and villages (obviously, due to Bibliomist promotion, way to go, Bibliomist!)
  • Tech camp moldova 2011 Taranenko

    1. 1. Strategizing Which Social Media Platform(s) is Right for You Moldova TechCamp July 15-16 2011 Anna Taranenko
    2. 2. <ul><li>Do you need social media at all? </li></ul>
    3. 4. Social Media : what is this? At least I can see what my friends are up to Professional development Fake reality Resource for secret services Virus for teenagers
    4. 5. questions you need to ask
    5. 6. how to analyze your audience
    6. 8. Target audience, segmentation <ul><li>Who “buys”? </li></ul><ul><li>Not homogeneous </li></ul><ul><li>There are certain groups </li></ul><ul><li>Groups are defined by interests </li></ul>
    7. 10. how to assess whether different platforms meet your needs/are worth your time and effort Go where people are!
    8. 12. WHY? Motives! Why would they want to come to YOUR page?
    9. 13. engage them! <ul><li>Activities </li></ul><ul><li>Surveys, ask for opinion </li></ul><ul><li>Publications </li></ul><ul><li>Contests </li></ul><ul><li>Parties </li></ul><ul><li>Tours </li></ul><ul><li>Online and offline </li></ul>
    10. 14. <ul><li>FACEBOOK.COM/BIBLIOMIST </li></ul><ul><li>Online contest “ Biblio-Christmas Tree ” </li></ul><ul><li>Idea comes from a librarian </li></ul><ul><li>393 new fans within 2 weeks </li></ul><ul><li>153 photo entries </li></ul><ul><li>“ Interaction with Page” indicator ( 1,849 ) grew by 873% </li></ul><ul><li>Mass media, news on </li></ul><ul><li>Crimea Ministry of Culture </li></ul><ul><li>web site </li></ul>
    11. 15. Online St.Valentine’s Day Contest “ LIBRARY+PATRON=LOVE ” <ul><li>77 entries (video, podcast, PPT) </li></ul><ul><li>Number of page fans grew by 581 people ( up to 1 237) within 3 weeks </li></ul><ul><li>“ Interaction with page ” indicator ( 3,729 ) grew by 6 3% </li></ul>
    12. 16. <ul><li>“ Library Blogosphere Stars ” Contest </li></ul><ul><li>MICROSOFT </li></ul>
    13. 17. Online photo contest “Pearls of Folk Art” on Bibliomist fan page held by Bilozerka librarian at her initiative
    14. 18. Who are we? Draw us!
    15. 19. <ul><ul><li>WORDLE.NET </li></ul></ul>
    16. 20. “ Pajamas party” KsVolonterFest ( June 1) Kherson oblast children’s library
    17. 21. <ul><li>“ Sending reminders about overdue books to patrons through Odnoklassniki social network. Not everyone responded, but no one complained either.…” </li></ul><ul><ul><li>Blogger librarian </li></ul></ul><ul><ul><li>НА библиоVolNe ... </li></ul></ul><ul><li> </li></ul>
    18. 22. <ul><li>Vynohradiv central raion library : </li></ul>
    19. 23. State Youth Library of Ukraine Ternopil oblast youth library
    20. 24.
    21. 25. <ul><li>ETIQUETTE TIPS </li></ul><ul><li> Personal profile </li></ul><ul><li>“ Befriend ” anyone ? </li></ul><ul><li>Depends </li></ul><ul><li>Question “ Do I know you ”? </li></ul><ul><li>No </li></ul><ul><li>Full birth date ? </li></ul><ul><li>Depends </li></ul><ul><li>Status “ I wish it were summer now... ”? </li></ul><ul><li>Depends </li></ul>
    22. 26. <ul><li>Project page </li></ul><ul><li>Formal rules ? </li></ul><ul><li>You decide </li></ul><ul><li>Name /“ Brand ”? </li></ul><ul><li>Not annoying </li></ul><ul><li>Read and comment </li></ul><ul><li>Reply to comments within 24 hours </li></ul><ul><li>Be informal ? </li></ul><ul><li>Don’t be afraid ! </li></ul><ul><li>“ Quote ” </li></ul><ul><li>Add friends’ links </li></ul>
    23. 27. <ul><li>Comment and others’ publications </li></ul><ul><li>Write about your “ kitchen ” </li></ul><ul><li>How many ? </li></ul><ul><li>Facebook, Vkontakte </li></ul><ul><li>1-2 / day , Twitter 5-6 </li></ul><ul><li>Know your audience – correct timing for sending out news </li></ul><ul><li>Time management – easy to get carried away/procrastinate </li></ul><ul><li>Your audience is always one click away of un/liking you </li></ul>
    24. 28. <ul><li>Negative comments </li></ul><ul><li>Never delete them </li></ul><ul><li>Emotional, aggressive or </li></ul><ul><li>Reasonable criticism? </li></ul><ul><li>Haters </li></ul><ul><li>Cherish brand advocates </li></ul><ul><li>It’s better not to keep silent, but are all comments worth your time? </li></ul><ul><li>Your opponent is your best teacher </li></ul><ul><li>IREX Blogging Guidelines, http:// /about/ , </li></ul>
    25. 29. Create a community
    26. 30. .. over 320,000 visits in 6 months on website, blogs and Youtube Cross posting multiplies your presence
    27. 31. <ul><li>vs. </li></ul><ul><li>Personal profiles for libraries on Facebook </li></ul><ul><li>Contests – prize catchers </li></ul><ul><li>Not too many platforms! </li></ul>
    28. 32. Social sites are cheap and efficient tool. And transferable too. Capture your audience on social sites!
    29. 33. Comments? Suggestions? Jokes? Thank you! Anna Taranenko