Social Media and Libraries
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A presentation about social media and libraries, delivered to the Public Libraries of South Australia Association in July 2017
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Social Media and Libraries
- 1. Social Media & Libraries Clayton Wehner
- 2. Sensis 2017 Social Media Report
- 3. What we’re covering today… • The state of social media in Australia, using Sensis’ recently released report • A very quick social media strategy methodology that you can use • A case study of a fictional library – some technologies, tools and techniques that you might consider using
- 11. A little game… • These are the 7 most popular social media networking platforms in Australia • Put them in order from most popular to least popular! FACEBOOK TWITTER INSTAGRAMSNAPCHAT GOOGLE+ LINKEDIN PINTEREST
- 13. The Average Facebook User has 234 Facebook Friends
- 14. People who use a mobile device to access social media
- 22. WIIFM
- 25. A simple plan for your social media • People – who are you seeking to influence? • Objective – what do you want to them to do? • Strategies – how will you move them towards that objective? • Technologies, tactics and tools – which will you use? • POST is a methodology of Forrester Research People Objective Strategies Technologies POST Analysis
- 26. THE PROBLEM IS… We typically start at ‘T’. We don’t really consider the ‘P’, ‘O’, and ‘S’. Starting at ‘T’ doesn’t really work…*
- 27. EXAMPLE… ‘Shit, everybody seems to be doing this Snapchat stuff. Let’s drop everything and start doing Snapchat, so that we can keep up with the Joneses’
- 28. * ONE IMPORTANT CAVEAT It’s OK to experiment! You SHOULD dabble with new technologies. Just don’t ‘bet the farm’ before you’ve had really a good think about it….
- 29. PEOPLE EXAMPLES • Teenagers • Pre-school children • Stay-at-home mums • Working parents • Retirees • Pensioners • Migrants • Unemployed people People Objective Strategies Technologies POST Analysis
- 30. OBJECTIVE(S) EXAMPLES • Increase library visitation • Increase event patronage • Increase physical book borrowing • Increase eBook borrowing • Increase awareness about full scope of library services • Increase use of the library holds system • Increase local literacy People Objective Strategies Technologies POST Analysis
- 31. STRATEGIES EXAMPLES • Produce and distribute written content about services • Operate an active event calendar • Publish a weekly newsletter with information about activities • Teach people how to use library services in one-on-one sessions • Run technology sessions to improve digital literacy • Provide specialist equipment People Objective Strategies Technologies POST Analysis
- 32. TECHNOLOGIES, TACTICS & TOOLS EXAMPLES • Publish a blog and produce posts twice a week • Operate a Library Facebook Page • Advertise events using Facebook Advertising • Use Mailchimp to send a weekly eDM newsletter • Run a weekly Twitter competition • Do video book reviews on a YouTube channel People Objective Strategies Technologies POST Analysis
- 34. Case Study – ‘Libraria’ • The Libraria team has done a POST analysis collectively and published it as a ‘Social Media Strategy’ document. • They’ve also produced a separate ‘Social Media Policy’ that governs their activity on social media (I have a template for you). • The entire Libraria team has undergone social media training and all team members are qualified and have been empowered to represent the library on social media.
- 35. Technologies, Tactics and Tools DECISION TO FOCUS ON FOUR TECHNOLOGIES: • The Libraria Blog • Facebook Page • Facebook Advertising • Weekly email newsletters Blog Facebook Email Marketing
- 36. The Libraria Blog • Built using Wordpress – free, easy-to-use blogging software • A place for long-form content – articles, book reviews, photo galleries, event information, library news, opinion pieces, video • Blog contains sign-up forms to capture email addresses for the newsletter • Blog content is automatically cross-posted to the Facebook Page • Blog content is re-purposed for the weekly email newsletter • The blog drives traffic to the library catalogue website
- 37. Libraria Facebook Page • Libraria’s presence on the world’s biggest social network – facebook.com/libraria • An email subscription form is used to capture email addresses for the weekly email newsletter • Content is cross-posted automatically from the Libraria blog • Colourful graphics are produced using Canva • ‘Short form’ content is published to the page using Buffer • Community management is undertaken using Hootsuite
- 41. Facebook Advertising • Libraria have installed the ‘Facebook Pixel’ on their websites for ‘remarketing’ • Created a custom audience of people who have visited their website • Created audiences for various demographics that exist within the geographic boundaries of their council area • Using ‘boosted posts’ and single post ads for specific audiences • Using Lead Generation ads to capture email addresses for the weekly newsletter
- 42. What is remarketing?? Ever wondered why your Facebook feed mysteriously shows you advertisements from websites that you visited a week ago?
- 43. Email Newsletter • Weekly email newsletter containing content from the blog • Produced and delivered using Mailchimp • Drives traffic back to the blog and to the catalogue website • Promotes Libraria’s Facebook presence • Mailing list constantly building from blog and Facebook
- 46. Questions… This presentation will be on my blog later tonight – http://bluetrainenterprises.com.au
Editor's Notes
- Good afternoon I always seem to get the last session of the day when everybody’s tired and wanting to go home. I hope that we cover some interesting stuff that will keep you all awake!
- First a very quick video to get you warmed up…
- The state of social media in Australia, using Sensis’ recently released report A very quick social media strategy methodology that you can use - Most organisations still haven’t thought strategically about their social media activity, so I’m going to give you a simple methodology that you can use to frame your own social media strategy A possible model for doing social media at your library – some technologies, tools and techniques - Finally, I’m going to tell you the story of a fictional library and how they went about getting their social media pumping
- So let’s turn to the Sensis report and have a look at some of the specifics… It’s probably no surprise to you that the internet is big in today’s society In 2017, 56% of all people surveyed are using the internet more than 5 times a day – with 84% of the population accessing the internet daily. And whilst in the past, the number one activity undertaken online was watching pornography, today it is…
- Using social media – social media is the number one activity undertaken on the web In Australia, every eight in ten people use social media – that’s up 10% from last years Sensis report. Hands up, who does not use social media in this room – be honest, it’s OK…
- What are those 80% of the population doing? Well, a whole host of things… 45% of these people have taken a selfie – hands up, who has taken a selfie and shared it? 40% have posted ‘food por’n – hands up 63% of 18-29 year olds have felt excited when checking the number of likes that their post received. In the same age group, 37% reported feeling anxious when unable to access their social media accounts Just as the specialist mentioned in the video at the start, it’s proven that social media activity creates a dopamine rush in the mind – It’s like drug and it leaves you craving more So, hands up, who has felt excited by social media…I feel a bit ashamed, but this certainly applies to me. I post pictures of my kids and check back to see if my family has liked the posts.
- So how about the frequency of use? 59% access social media everyday, and over a third check social media over five times a day. Who’s in that boat?
- And checking social media happens all throughout the day. Who gets up in the morning and checks their phone first thing? How about at night? Last thing before going to bed?
- Where do we check social media 96% at home 59% in the bedroom – potentially getting in the way of other bedroom activities….like sleeping 43% on public transport And interestingly, more than a third of people are accessing social media at work So this presents a challenge for employers about what is appropriate and what’s not
- So here’s an interesting stat – quite a sizeable percentage of the population reported checking social media on the dunny. OK, I’m willing to come clean – I’m part of that 17%. Who else is game to own up? Men are more likely to do this – or perhaps they’re just more willing to admit it?
- A little game for you all These are the 7 most popular social media platforms in Australia, according to the Sensis report – they have excluded YouTube and Tumblr from this graphic, because they are not networking sites per se. Grab a piece of paper and put them in order from most popular to least popular I’ll give you a minute to do that…
- Here the results… Facebook remains the dominant platform with 94% usage But other visual platforms continue to grow in popularity: Instagram on the rise - up from 31% in 2016 to 46% And Snapchat usage almost doubled this year - up from 22% in 2016 to 40%). I’m interested to understand your usage: Facebook? Instagram? Snapchat? Twitter? Linkedin? Pinterest? Google+? In the past year we’ve also seen a big increase in social media advertising – with the predominant network being Facebook. Mr Zuckerberg is making a lot of money, with every large business surveyed advertising on Facebook and 90% of small businesses doing same.
- So Facebook is the undisputed king of social. Mr Zuckerburg has consolidated his spot at the top of the tree and his company is now one of the most powerful in the world. I wonder how many friends you have? More than 100? More than 200? More than 300?
- The predominance of social has really come about because of one major innovation –the ‘smartphone’. Whether it’s an Apple iPhone or an Android, we all have them and we carry them with us everywhere Remember the days of the Nokia phones? There was no mobile social media back then. Today, our personal device allows us to check social media wherever we go….
- Unsurprisingly, social media is used almost universally by the younger generations, but there has also been growth in the other age groups.
- So with the widespread usage of social media, there’s obviously a strong case for you to have a presence there. It’s likely that a good proportion of your users are active users of social media. And the survey suggests that people are more likely to trust and engage with a brand, if they interact positively on social media
- But Australian organisations have always been a bit slow to take up social media. Less than half of all small to medium businesses report that they do not actively use social media.
- And even medium to large businesses don’t seem to take the social media thing all that seriously.
- Unfortunately here in SA, we’re the worst in the nation! Not only do we have terrible unemployment figures, we also lag in the social media stakes Only 36% of South Australian small to medium businesses use social media – compare that to the NT, where 55% of businesses report that they are on social.
- So what do consumers want from businesses on social media? Well, they’re a needy bunch – they are looking for discounts, giveaways and things that make their life easier
- And that’s why organisations who adopt this approach to all their consumer communications, including social media, are often the best. WIIFM What does that stand for? Put yourselves in the shoes of the consumer. What do they want? What makes their life easier?
- Most people are resistant to advertising, but the survey shows that attitudes towards advertising on social media have become more favourable. Fewer people ignore ads or are unhappy to see ads. The highly targeted nature of advertising on social media presents an opportunity for organisations to reach their audiences.
- So, it’s clear that social media is an important place for organisations to be – including libraries. But how many organisations have actually devoted time and resources to coming up with a social media plan. Big businesses have realised the importance of doing this, but small and medium business lags in this area. Ask yourself the question – has our library really thought about how to use social media effectively? My guess is that many libraries have not.
- So, today I’m going to give you a simple framework that you can use to do just that I’d recommend that you sit the whole team down and have a brainstorming session about this, and then commit it to paper. Now this may seem a little obvious, but many organisations have not thought about their social media, or their digital strategy in these terms: People – who are you seeking to influence? Objective – what do you want to them to do? Strategies – how will you move them towards that objective? Technologies, tactics and tools – which will you use?
- We typically start at ‘T’. We punch out a Facebook page, start a blog, or do some Adwords advertising But we don’t really consider the ‘P’, ‘O’, and ‘S’ – the people, the objective and the strategies Starting at ‘T’ doesn’t really work…* I caveat that with an asterisk – I’ll talk about that shortly
- So here’s an example… ‘Shit, everybody seems to be doing this Snapchat stuff. Let’s drop everything and start doing Snapchat, so that we can keep up with the Joneses’ A neighbouring library is doing Snapchat, so we should too. That’s not a strategy.
- The first thing to consider is PEOPLE – the audience, the guys that you’re trying to influence. In today’s world, organisations that succeed are those that are customer-centric and put the user at the centre of all decision making. That’s why we have to think about them first. Every library’s audience is different – the audience here at the Adelaide City Library is distinctly different from the audience that is served City of Salisbury, or the Balaklava Community Library
- What is the objective which each set of people that your library services. You might have a different objective for each group For teenagers, you might want to alert them to the fact that they can download eBooks for free through the library For pensioners, you might want to increase their digital literacy so that they have the ability to download eBooks
- For each of the groups of people, and for the various objectives, what are the things that you are going to do to move the people towards the objective? Again, these strategies may be different for each group of people.
- And once you’ve considered all of those things, then you can apply technology, tactics and tools to the problem It might be a blog, a Facebook Page, an email newsletter, a YouTube channel – now that you know what you’re seeking to achieve, you’ll do these things so much better Or alternatively you might decide that social media is not an appropriate technology to employ to reach some audiences…
- Not everybody wants to use social – here are some reasons from the Sensis survey. One size does not fit all.
- So let’s talk about the fictional library at the City of Libraria. Libraria is a wondrous land where every citizen is a library member; where borrowed books are always returned on time; and books are always returned in a perfect state – there are no dog-eared pages or coffee stains. The Libraria team has done a POST analysis collectively and published it as a ‘Social Media Strategy’ document. They’ve also produced a separate ‘Social Media Policy’ that governs their activity on social media – I have a template for this and I will share it on my blog after this presentation The entire Libraria team has undergone social media training and all team members are qualified and have been empowered to represent the library on social media.
- In addition to their catalogue website, Libraria has chosen to focus on four social technologies to engage with their audience. Each of these technologies is like a set of gears – each technology complements the other, generating interactions between the various channels and increasing the number of engagements with consumers Let’s talk about each in turn
- Built using Wordpress – free, easy-to-use blogging software; it can be set up in a matter of minutes A place for long-form content – articles, book reviews, photo galleries, event information, library news, opinion pieces, video Blog contains sign-up forms to capture email addresses for the newsletter Blog content is automatically cross-posted to the Facebook Page Blog content is re-purposed for the weekly email newsletter The blog drives traffic to the library catalogue website
- Libraria’s presence on the world’s biggest social network – facebook.com/libraria The page is used to promote events, to show image galleries and to publish library news An email subscription form is used to capture email addresses for the weekly email newsletter Content is cross-posted automatically from the Libraria blog Colourful graphics are produced using Canva ‘Short form’ content is published to the page using Buffer Community management is undertaken using Hootsuite
- Canva – an Australian company - is a fantastic tool for amateur graphic designers. Even the most creatively challenged people can create great graphics with Canva. Much of it is free. You only pay if you use the stock image library and normally this costs on a dollar or two. Here’s a Facebook post image that I ripped together last week. Anybody use Canva?
- Once the content has been produced, Libraria uses the Buffer tool to schedule its content. Buffer allows you create an online content calendar, and posts content to any social media channel on a scheduled basis. Anybody use Buffer?
- Libraria uses Hootsuite to manage its social media once it has been published, and to interact with its community. Libraria staff can monitor and respond to comments and questions on all social media sites from a single screen. Who uses Hootsuite?
- It’s called remarketing… A small piece of code called a Facebook Pixel is installed on a website When you visit that site, the code speaks to Facebook and it adds you to an ‘audience’. When you’re on Facebook later, you are shown advertisements because you belong to a particular audience.
- Email marketing – whilst its not technically a social media technology – is still extremely powerful and you should use it. Libraria use all of their marketing channels to capture email addresses for their email newsletter. They use Mailchimp to send out their newsletter every week
- Mailchimp is a great email marketing tool – anybody use it? It’s free for up to 2,000 subscribers, so you should be able to use it for free.
- So they these four technologies feed off each other… The blog captures email addresses for the newsletter and drives traffic to the Facebook Page The Facebook page captures email addresses for the newsletter and drives traffic to the blog The email newsletter drives traffic to the blog and the Facebook Page The Facebook advertising captures email addresses for the newsletter and drives traffic to the blog And that’s how you can really leverage social media to build and engage your audience.