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Using social media to drive user engagement in


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Using social media to drive user engagement in

  1. 1. How Social Media can drive User Engagement inPublic Libraries<br />Mala Sarat Chandra<br /><br />@MalaChandra<br />
  2. 2. “Social media isn’t complicated. When you boil it down it’s about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you.”<br />-<br />7/10/2011<br />2<br /><br />
  3. 3. Getting started with Social Media:<br />Easy, Fast, Cheap.<br />Getting Social Media Right: <br />Complex, Creativity , Commitment.<br />7/10/2011<br />3<br /><br />
  4. 4. Why Bother?<br />Doing nothing is no longer an option.<br />Social Media helps reinvent <br />Public Libraries for the 21st Century.<br />Percent of American adults<br />Are actively engaged<br />With Groups or Organizations.<br />Source: Pew Internet<br />7/10/2011<br />4<br /><br />
  5. 5. Networked creators among internet users<br /><ul><li> 55% share photos
  6. 6. 33% create content tags
  7. 7. 32% contribute rankings and ratings
  8. 8. 30% share personal creations
  9. 9. 26% post comments on sites and blogs
  10. 10. 15% have personal website
  11. 11. 15% are content remixers
  12. 12. 14% are bloggers
  13. 13. 12% use Twitter
  14. 14. 4%-17%??? use location-sharing services</li></ul>Source: Pew Internet Research<br />7/10/2011<br />5<br /><br />
  15. 15. Social Networking Growth<br />5x<br />5x<br />7x<br />5x<br />7/10/2011<br />6<br /><br />
  16. 16. Start Engaging!<br />Connect with patrons, community, politicians, authors, advocacy groups.<br />Drive conversations on topics of (local) interest.<br />Publish in real time.<br />Partner with the community.<br />Reveal the real people making the library work.<br />Enable Content Sharing, Leverage Word of Mouth.<br />7/10/2011<br />7<br /><br />
  17. 17. Social Media is = Word of Mouth<br /><br />90% of WOM occurs offline<br />Stimulate WOM<br /> Target communications at current users, not just potential users<br /> It cues up a Library and its services for conversation<br />True WOM is about how Libraries serve community needs every day<br /> Give people a reason to talk about your Library<br />Look for ways to make every user touch point a talking point<br />Services<br />Events<br />Programs<br />Collections<br />
  18. 18. First things first!<br />Goals and Objectives: Know thyself.<br />What do you want people to know about you?<br />Whom do you want to, or should engage with?<br />What do you want to achieve?<br />Listen and Learn: Know thy audience.<br />What are other people saying about you?<br />What are they saying about your competitors?<br />Where are they most active?<br />7/10/2011<br />9<br /><br />
  19. 19. Next, Develop your <br />Social Media Strategic Plan.<br />What stories do you need to tell, what activities will you sponsor, to reach the people you need to reach and get them to engage with you?<br />7/10/2011<br />10<br /><br />
  20. 20. Social Content Keys to Success<br />“Everytime you write, you have an opportunity to communicate and convince”<br />- David Meerman Scott<br />Successful online content<br /> Establishes you as a thought leader<br /> Builds online reputation and trust<br /> Informs and Educates<br /> Solves problems<br /> Entertains<br />It is notblatant marketing brochures <br /> or promotions<br /><br />
  21. 21. Social Media Strategy Roadmap in 7 Steps <br />1. Goals<br />2. Objectives<br />3. Audience<br />4. Listening / Engagement<br />5. Strategy<br />Facebook<br />Twitter<br />YouTube<br />Flickr<br />Digg<br />Blog<br />6. Tactics<br />Social Search Engines, SEO, Social Media Analytics, ROI<br />7. Monitoring and Measurement<br />7/10/2011<br />12<br /><br />
  22. 22. Your Website should be your anchor!<br />Provide easy navigation to all online properties, which point back to your website.<br />7/10/2011<br />13<br /><br />Focus on major social media sites only.<br />Provide relevant, topical content.<br />Create multiple calls to action.<br />Make content easy to find and share.<br />
  23. 23. 7/10/2011<br />14<br /><br />Case Study: New York Public Library<br />
  24. 24. 7/10/2011<br /><br />15<br />Blogs<br />
  25. 25. 7/10/2011<br /><br />16<br />
  26. 26. Facebook Facts.<br />Second in traffic volume in the US and Globally.<br />750 Million Users.<br />Average user is connected with 80 pages, groups and events and creates 90 pieces of content each month.<br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.<br />More than 250 million active users currently accessing Facebook through their mobile devices.<br />People who use Facebook on their mobile devices are twice as active on Facebookas non-mobile users.<br />7/10/2011<br />17<br /><br />Source:<br />Source:<br />
  27. 27. 7/10/2011<br /><br />18<br />Facebook for Libraries.<br />Create Page with Title that follows your social media naming guidelines.<br />Provide links to easily access all your online sites.<br />Ensure all posts of content are easily shareable. <br />Engage in conversations, do not just publish.<br />Publish regularly, frequently; set up a calendar.<br />Use apps to engage people.<br />Cross post content on all media, using the appropriate tone of voice.<br />
  28. 28. Easy access to all NYPL onine media<br />Large Fan Base<br />Promote innovative ways to connect<br />7/10/2011<br />19<br /><br />
  29. 29. 7/10/2011<br /><br />20<br />Examples of Libraries using Social Media to drive Engagement<br />News<br />Polls<br />Contests<br />Questions<br />Events<br />Programs<br />Seeley G Mudd Library, Appleton, Wisconsin<br />
  30. 30. 7/10/2011<br /><br />21<br />Examples of Libraries using Social Media to drive Engagement<br />
  31. 31. Twitter for Libraries.<br />Be sure to fill in the bio field!<br />Tweet about events, e.g., Readings, Lectures, Book Sales.<br />Tweet to raise awareness and build advocacy.<br />Tweet about news and information, e.g., new library hours, new additions to collections.<br />Tweet and lead or encourage patrons to lead book discussions.<br />Tweet interesting pictures and videos.<br />Tweet to share tips e.g., finding online resources, tools and facilities.<br />Tweet links to interesting articles on literacy or other libraries.<br />Link back to library website for indepth information.<br />7/10/2011<br />22<br /><br />
  32. 32. Website Link<br />Events<br />Classes<br />Large # Followers<br />Frequent Tweeting<br />Follow 90 people<br />Announcements<br />Articles<br />7/10/2011<br />23<br /><br />
  33. 33. Engaging with Patrons<br />7/10/2011<br />24<br /><br />
  34. 34. 7/10/2011<br /><br />25<br />Examples of Libraries using Social Media to drive Engagement<br />
  35. 35. Twettiquette<br />Fill out the bio section.<br />Dialog not Broadcast.<br />Post frequently, at least once a day.<br />Follow people who follow you.<br />Enforce a naming scheme for all your Twitter handles.<br /> for mentions about you & handle appropriately.<br />7/10/2011<br />26<br /><br />
  36. 36. 7/10/2011<br />27<br /><br />
  37. 37. 7/10/2011<br />28<br /><br />
  38. 38. 7/10/2011<br />29<br /><br />
  39. 39. Mobile Facts and Figures<br />Source: Pew Internet<br />7/10/2011<br />30<br /><br />
  40. 40. 7/10/2011<br />31<br /><br />
  41. 41. 7/10/2011<br /><br />32<br />
  42. 42. Users checkin with their mobile devices to earn points.<br />Badge winners eligible for prizes from NYPL.<br />Users become ambassadors to NYPL services, programs<br />7/10/2011<br />33<br /><br />
  43. 43. Examples of Libraries using Social Media to drive Engagement<br />Enoch Pratt Free Library, Baltimore<br />Mudd Library, Wisconsin<br />Gleeson Library, University of San Francisco<br />34<br />7/10/2011<br /><br />
  44. 44. Credibility is Key for Social Media Success<br />Authentic <br />Trustworthy<br />Transparent<br />Open to Feedback<br />Responsive<br />Engaged<br />Respectful<br />7/10/2011<br />35<br /><br />
  45. 45. Engagement Strategy Summary<br /> Good content is key to Engagement<br />Enlightening, Entertaining ,<br />Relevant, Contextual<br /><br />3 to 5 repeated viewings to become memorable<br />Available on multiple media<br />Promoted by Influencers<br />Syndicated & Aggregated<br />Link back to website (Hub)<br />Available on demand<br />7 x 24 availability via Mobile, Web, Content Aggregators<br />Engagement leads to Conversion<br />Membership <br />Loyalty<br />Recommendation<br />
  46. 46. Backup<br />7/10/2011<br /><br />37<br />
  47. 47. Demographics by Social Network<br />7/10/2011<br /><br />38<br />Source:<br />
  48. 48. Useful Twitter Resources<br /><br /><br /><br /><br /><br /><br />7/10/2011<br />39<br /><br />
  49. 49. 7/10/2011<br />40<br /><br />