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How to Be An OCLS Social Media Ambassador
- 2. • Overview of current social media accounts • Brief overview of current social media strategic plan • “What is an ambassador?”: The Power of Influencer Marketing • Ways to get involved immediately • Q&A session
- 3. • Current staff: Cynthia V. (Media Specialist) • Additional support: Amanda M. (Staff Photographer), Jesse D. (Media Production Specialist), Luis R. (ComRel Aide), Scottie C. (Marketing Specialist) • Other teams: Melrose Center team, @OCLSespanol team, @oclsteen team, Social Media Team • Accounts & Tiers • Statistics & Growth Data
- 4. 19,327new followers since the end of FY 2015-2016
- 5. 32.97%average rate of growth amongst our followers since FY 2015-2016
- 6. $18,794.06 spent on social media advertising in FY 2017-2018
- 8. Area One: Improve customer experience, establish OCLS as a friendly, welcoming, community-centric resource A. Empower employees to be social media ambassadors for OCLS Area Two: Increase awareness about what OCLS offers A. Develop ambassador program for individuals and organizations B. Increase awareness of Melrose Center and its resources C. Create a campaign to gather user- generated social media content Area Three: Deliver experiences offering opportunities to help the community learn and grow A. Revamp YouTube channel to offer video learning opportunities
- 9. Jenny DeWitt, host of the Townie Tourist web series
- 11. Local photographer, Jim Hobart & Podcaster, Diana Griffith 2017: 25k impressions 503 engagements Card registrations: 4,348 2018: 27.8k impressions 765 engagements Card registrations: 6,465 Library Card Sign Up Month Campaign
- 12. 66%of people around the world say they trust earned media — including recommendations from friends, family and online reviews — above all other forms of advertising. Source: Social Factor
- 13. TWICE Source: Hootsuite Studies show that employees are more than as trusted as a CEO, senior executive, or activist consumer.
- 14. 16times more likely to read a post from a friend about a brand than from the brand itself. Source: Hootsuite People are
- 15. • Harness your social media network to build awareness and buy-in • Discuss the things happening that matter to you • Share media from OCLS to expand our reach and awareness • Take on a more autonomous role in the promotion of your interests • Build a reputation of integrity and trust in the organization by using your personal voice to amplify our brand message • See immediate return on investment (ROI) by monitoring likes, shares, comments, views, etc.
- 17. • Facebook: • Orange County Library System (FL) • Melrose Center • Twitter: • @oclslibrary • @oclsespanol • @melroseorlando • Instagram: • @ocls • @oclsteen • @melroseorlando • YouTube: • /oclsvideos For other accounts, visit ocls.info.
- 18. • Share and respond to Facebook Events from the library’s Facebook page. • React, share and comment on our posts (Facebook, Instagram, Twitter). • Be an advocate for our social media accounts at your location and offsite.
- 19. 3Take photos of what happens at your location (events, behind-the- scenes, unique displays, artwork) & e-mail SocialMedia@ocls.info. CREATE CONTENT
- 20. 4Be the advocate at your location when opportunities for system- wide participation come up (Instagram Stories). And feel free to make recommendations for other opportunities. PARTICIPATE & ADVOCATE
- 21. • Share your knowledge and interests with our followers and customers by contributing to our blog. • You can explain more about your location and programs by doing an in-depth feature. • Blog posts are peer-edited by Community Relations staff and you can make a pitch at any time. • No routine commitment. View posts: ocls.info/ocls-blog
- 22. • If you have a special event or something that would resonate with our audience, request a Facebook Event. • Send additional information that can’t be covered in a brief program description. • Let us know about partners or presenters who may also be on social media that we can tag or invite to be co-hosts. • Email SocialMedia@ocls.info with ideas for posts and requests. Comic Books Rock at South Trail featured Cosplayers for A Cause
- 23. 7Do you post about what your branch or location is doing on your social media already? Tag us* so we can share it and spread the word! PROMOTE ON YOUR OWN *Your profile must be public.
- 24. 8Interested in contributing content to our social media accounts? Email your manager to see if you can join the Social Media Team. JOIN THE TEAM
- 25. View the Marketing & Outreach LibGuide to stay up-to-date with our current campaigns.*BONUS
Editor's Notes
- Welcome to How to Be An OCLS Social Media Ambassador. -My name is Cynthia Velasco and I am the Media Specialist for the Orange County Library System. My work involves overseeing our social media channels, directing our content marketing strategy for these accounts, and managing our online reputation. -I have worked for the Orange County Library System for almost 7.5 years – not including a brief period before I was hired at the library where I started out as an intern in the Community Relations office. My background is in English Literature and before taking on the role of Media Specialist, I spent almost five years working as a copywriter and editor in the Community Relations department. I oversaw the production of our monthly newsletter during that time. -Outside of work, I am married and have a four-year-old son who is obsessed with dinosaurs and cars. And in my free time, I am into papercrafting as a hobby. I design, create and decorate all sorts of strange things for my paper planner. I have an Instagram account dedicated to this hobby and currently I have over 2000 followers and will be working on a YouTube channel at some point. -Today we are here to talk about the library’s social media presence though and we will be discussing what the goals and purpose of our accounts are and how you can help further drive those two objectives.
- -The first thing we will cover is an overview of our social media accounts. -After that, we will discuss the current social media strategic plan, which was created with oversight from my boss, Erin Sullivan (the library’s PR Administrator). -Next, we’ll discuss what exactly an ambassador is and how it ties into influencer marketing. -Once we have a better understanding of who ambassadors are and how they can leverage their influence to drive action and awareness, we’ll talk about how you can become better integrated in our strategic objectives. -Lastly, I will try to leave some time for Q&A so we can discuss specific questions you might have after listening to me talk for 45 minutes. *I will probably be saying “our“ quite a bit during this presentation. What I’m referring to is OCLS and the library. These accounts while managed by Community Relations staff are not specific to our department or the Main Library. They are representative of the library system as a whole – all branches and public departments.
- -So currently I am responsible for the library’s “Big Three” social media accounts – those accounts include Facebook, Twitter and Instagram. -There are additional staff who help create content for these accounts including: Additional support: Amanda M. (Staff Photographer), Jesse D. (Media Production Specialist), Luis R. (ComRel Aide), Scottie C. (Marketing Specialist) Other teams: Melrose Center team, @OCLSespanol team, @oclsteen team, Social Media Team (the Social Media Team which is comprised of three branch staff (Edgewater, Alafaya and Herndon) and four main staff (Community Relations, Events & Programs, Circulation and Learning Central). -There are other accounts that are out there for specific niche audiences, including the Melrose Center, oclsespanol, and oclsteen. Those accounts are managed by other library staff with oversight from Community Relations. Accounts & Tiers: -Like anything in life, you have to determine where your priorities and resources are most necessary. Because of that, the library’s Facebook, Twitter and Instagram are the top three accounts most regularly monitored and posted to with the bulk of the resources. We also post to Goodreads, YouTube, Pinterest, and Reddit with less frequency. Statistics & Growth Data: -So the next thing we’re going to do is play a little bit of a guessing game where I will have a statement and you all can guess what you think the figure is. I wanted to do this to help provide some context for what we’ve been able to accomplish in the last two years. I know there’s chatter here and there about what we could be doing more of but the truth is that we’ve been able to make some real headway in our growth and reach.
- This figure is even greater than the amount of followers we currently have on our Facebook account.
- Amongst social media managers, 10% is a good benchmark of growth.
- This number does include a few grants but by is mostly representative of the money the library has spent in trying to build our reach and awareness. In FY2018-2019, we expect to double that number as we’ve seen significant return on investment in our social media advertising.
- There’s a lot of chatter about what we post and when we post some things and the best way to address that question is to explain a little bit about our strategic plan.
- Area One: Improve customer experience, establish OCLS as a friendly, welcoming, community-centric resource A. Empower employees to be social media ambassadors for OCLS Description: Create social media marketing guidelines for staff and incentivize social media participation and engagement. Goal: Increase awareness of current social media marketing efforts and number of staff promoting the library on their own social media channels. Timeframe: October 2018 through September 2019 Area Two: Increase awareness about what OCLS offers A. Develop ambassador program for individuals and organizations Description: Establish Facebook Group for Library Ambassadors, made up of local influencers, organizational leaders, and social media influencers. Goal: Create incentives for library engagement and develop exclusive opportunities for these ambassadors to use or visit the library. Timeframe: October 2018 through September 2019 B. Increase awareness of Melrose Center and its resources Description: Collaborate with the Melrose Center staff to produce social media marketing strategy. Goal: Work with the Melrose Center staff to identify key services and messages, create content strategy, and establish goals and reporting system. Timeframe: October 2018 through September 2019 C. Create a campaign to gather user-generated social media content Goal: Encourage library users to post about the library on social media by sharing recent “hauls,” event experiences, and favorite services. Create print product to go in physical checkouts. Timeframe: October 2018 through September 2019 Area Three: Deliver experiences offering opportunities to help the community learn and grow A. Revamp YouTube channel to offer video learning opportunities Goal: Produce video series on trending topics on a monthly basis. Timeframe: October 2018 through September 2019 ____________________________________________________________________________________________________________ -Ultimately as a business and as a taxpayer funded entity, we have a responsibility to demonstrate a purpose with clear and measurable objectives for why we have invested so much time and energy into our social media accounts. -The strategic plan sets a plan and purpose for what we hope to accomplish during the year and makes it so we are certain about what we post, when and why. Now of course not every single post we share or create ties directly into this plan but as such a large organization it can become easy to get distracted and off course very easily. -And outside of our strategic plan, we look at data to decide what content (type, length, media, platform, etc.) resonates with our current audience and we study our target audiences to develop interesting ways to reach them on social media. -As large as the social media universe can be, we occupy a tiny fraction of that space and must try our best to make each opportunity we have to create content be something meaningful and useful to our followers. Straight promotion is a turn off and we are more likely to become even less favored by the Facebook algorithm.
- “So what is an ambassador?” That’s why you’re here today and despite all of the other useful but maybe less fun information we just covered this is the one thing I want to empower you to think about and run with. Pictured here is Jenny DeWitt. She is the host of The Townie Tourist on Facebook, which is a Facebook Live web series she started several years ago and has grown into a business for herself. Jenny is a huge fan of the library and was one of the first people to say yes to me when I asked about doing an influencer campaign back in 2017. She prides herself on being an ambassador for the library and literacy and uses her influence to inform and educate other folks about all that we have to offer.
- So here we have Gigi Hadid, which many of you may know if you’re pretty active on social media, especially Instagram. She is one the world’s most famous models and I’m going to give you some insight into how she has been able to wield her willingness (either for money or otherwise) to be an ambassador for causes or brands into literal influence. What is an influencer? An influencer is an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience. Influencers generally have 10,000 or more followers on social media. According to SocialIQ, Maybelline beat out its parent company (L’Oréal), as well as competitors including Estée Lauder and Revlon, in cross-platform engagement since the start of the year, according to recent analysis from ShareIQ, a social analytics company. By collaborating with Gigi Hadid on a makeup line, the brand expanded it’s reach and following. They added quality followers by working with an influencer that represents and is embedded with their target market. What is a microinfluencer? According to SnapApp.com, microinfluencers generally have between 1,000 and 10,000 followers, and while they don’t boast Kardashian levels of stock-affecting social influence, they do offer opinions that are deeply trusted by their followers, who are generally like-minded folks looking for real talk.
- -In 2017, it was conceived to work with social media influencers to promote National Library Card Sign Up Month through a Public Awareness campaign. While the library had dabbled in working with celebrity figures and high-profile individuals in previous campaigns, nothing we had ever done up to this point was measurable in such a specific way as using social media to launch a campaign. There was also never the expectation that these figures continue to vocalize our brand message by sharing content that was created in conjunction with them. The campaign, being the first one we’d ever ran with social media influencers, appeared to be a success. -Wanting to build on that success and tweak our strategy to see how much impact we could really make, we ran another campaign in 2018 and this time the results were greater than could have imagined. -We shot a video highlighting our Bring A Friend Campaign with local podcaster, Diana Griffith, who is a regular library user and Melrose Center member. She invited her friend, well-known local photographer Jim Hobart. In the video, we highlighted some of Diana’s favorite services, heard from Jim about how surprised he was to learn about all of our resources and then showed how simple it was to get a library card. -Thanks to Diana and Jim’s combined reach the video had 2,408 views, 609 clicks, and 311 reactions, comments and shares. And during the month of September 2018, library card registration increased 48%. It’s also worth noting that we had more than 80 customers participate in our campaign on their own. BEFORE NEXT SLIDE: Let’s go over some statistics about influencer and ambassador marketing to put it into more context.
- So what does all this talk about people who use social media a lot mean for you? You’re all influencers! Whether you have 50 Facebook Friends or 5000, you have a network of people who like and respect you enough to stay up to date with your interests and opinions. But then why is this presentation called “How to Be An OCLS Ambassador”? What is an ambassador? Unlike influencer marketing, you don’t need to pay celebrities and digital gurus to be successful. A social media ambassador program is an entry-level way to get people involved with your nonprofit by agreeing to donate their voice. You provide content and guidance; they share your mission and their personal connection to your cause. OCLS has a built-in network of nearly 500 staff. If each staff member used their personal social network of about 50 people (removing any duplicates), we could reach more people than we currently have following us on our Facebook page (25,000 people) without spending any money besides the time staff spend at work staying informed about what we offer. It’s a known fact that Facebook favors people over pages. Long before the rise of fake news, outrage over algorithms and missing content from friends and family has tainted Facebook’s reputation. In order to alleviate those concerns, Facebook has moved to a pay-for-play model. Brands need to invest lots of time and resources into producing cutting-edge organic content or expect to invest money in boosting posts to drive traffic, leads or sales. Ways to Be An Ambassador: Harness your social media network to build awareness and buy-in Discuss the things happening that matter to you Share media from OCLS to expand our reach and awareness Take on a more autonomous role in the promotion of your interests Build a reputation of integrity and trust in the organization by using your personal voice to amplify our brand message See immediate return on investment (ROI) by monitoring likes, shares, comments, views, etc.
- You all signed up for this presentation wanting to learn how to become an ambassador. So I’m pleased to announce that you’re officially ambassadors. Now that you’ve received your official title, I want to share some simple ways you can do your part to make sure your branch or department is represented on our social media accounts and give you some tips on how you can take proactive measures to promote your branch or department without Community Relations staff.
- This one seems so obvious but that’s why it’s the easiest to overlook. If you’re not already following us and you have accounts on these platforms, please go ahead and follow us. I’ll even give you a two-minute break from the sound of my voice.
- This one is SUPER important. As we talked about in a previous slide, Facebook (in particular) prefers people over pages. In order to demonstrate value and meaning in our posts, we need our followers, but especially our staff, to help show that value by sharing, reacting and commenting on our content. -If you see a Facebook Event on our page that you think people should go to, respond with “Interested.” Even if you don’t think you can go, your response helps signal to Facebook that the event is worth being spread around. -If you see a post on our page that you like, don’t like it…love it. Reactions also help show value – even angry ones. But please don’t make angry faces on our posts. -If you’re talking to a customer at your branch or at an outreach, remind them to give us a follow on social media. It’s a great follow-up to folks at an outreach that tell you they already have a library card.
- -Create your own content. If you have Portrait Mode on your iPhone or you know your way around a camera, try taking some interesting photos of the behind-the-scenes work you put into putting on your program and share it with us. It can help us promote the event advance and our customers love to see behind-the-scenes content. -If you took a really great photo of your program and have proper consent for the photos, send them to us we can highlight your program on Instagram. -If one of your coworkers made a killer book display, take a nice photo of it and share it with us. We can post it on Facebook!
- -We’ve been trying to make sure we create – at least quarterly – opportunities for staff around the library system to participate in a takeover of our Instagram Stories. When your manager shares the email with your team or tells you about it, be the leader who encourages all of your coworkers to participate. We can’t highlight our staff if they don’t participate and our followers LOVE to see their favorite staff from a branch or department. -If you want to pitch an idea for an Instagram Story takeover at your department or branch, email me and let’s talk about what it would require to make it happen.
- How many of you know we have a blog and that you can write for it? -The OCLS Blog is the one place outside of our traditional social media accounts that you can share your voice and perspective. You can write about science fiction, your favorite movies of 2018, crafts that are good to try over the holidays. Our customers know that library staff care and what to enrich and educate our customers. Blog content is another way to contribute your voice to our social media accounts because we always share, and re-share, our blogs. -And if you’re worried about writing or the time commitment, you can pitch ideas as often or as little as you like and your content will always get reviewed and edited by Community Relations staff before being published.
- Ask and you shall receive. -If you provide us with time and as much information as possible, we can create Facebook Events for anything specific you’d like for us to highlight. We just ask that you limit these requests to about 1-2/month so we can manage the workflow. -If you have ideas for posts or want to share five tweets you think we should share during the month, email us. Content is king in the world of social media and the more fresh perspectives contributing to our channels the more interested our followers will be. -If a program presenter or partner creates their own Facebook Event, let us know so we can add it to our Event Feed. Or if we created an event and your presenter would like to be added as a co-host, just shoot us an email!
- -Feel free to share links from Communico, posts from our Facebook page, a blog post you wrote, your event flyer you created. -As we discussed earlier, you have a network of influence. If you feel passionately about your program, class, or service, talk about it with your friends and family on social media. You’d be surprised by how many folks will engage with your post. So many people have the misfortune of working in jobs where they aren’t changing people’s lives or happy with the work they do. Your passion for what you do will be a nice break from the latest avocado toast picture or vaguebook from your high school classmates. -And after you post about what you’re doing or working on, if your profile is public, tag the library’s account so we can share your photo or post.
- Last but not least if you’re really serious and interested in contributing specific content to our accounts, ask your manager about joining the Social Media Team. Right now we have 7 staff that are responsible for 5-7 tweets for their assigned day of the week. But as responsibilities fluctuate, staff may have to step down and you could be a replacement or substitute. If you’re interested, speak with your manager and see if it’s something they can accommodate.
- BONUS! The Marketing and Outreach LibGuide will be updated probably monthly to reflect what our current social media campaign or initiative is for the month. You can find the Marketing & Outreach LibGuide by visiting the Orange Peel, navigating to the Communication Tab in the top menu, and then clicking on the Marketing and Outreach option. For example, this month – we’d like, you, our social media ambassadors to help us promote Giving Tuesday. If you make a contribution to the Friends of the Library on Tuesday, November 27, a.k.a Giving Tuesday, we’ll have social media graphics available for our donors to share. You can promote that you did something good for the library and encourage your friends, family and followers to follow suit. We’ll have sizes for Instagram Stories (so we don’t mess with your perfectly curated Instagram feed) as well as Twitter and Facebook.
- That’s it for me! You can add me on LinkedIn. Email me if you have questions or ideas for our social media accounts. And if you want to get to know me more personally, you can follow my paper planning and crafting hobby and adventures on Instagram @cynthiaplans.