AMA Digital Marketing Day

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On November 10, 2011, I co-keynoted "The Connected Network" at the Arts Marketing Association's Digital Marketing Day, sharing a number of social media case studies from my tenure as Marketing Director at The New York Public Library.

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  • Return on value
  • AMA Digital Marketing Day

    1. 1. The Connected Network November 10, 2011 Sadler’s Wells, London Digital Marketing Day @amadigital #amadigiday
    2. 3. 4 research libraries 50 million items
    3. 4. 87 Branches Manhattan Bronx Staten Island
    4. 5. 18 million users 2500+ classes & programs
    5. 7. Repositioning for the Digital Age
    6. 10. Sharepocalyse Every two days there is more information created than between the dawn of civilization and 2003 -- TopRank
    7. 11. Potential Audience
    8. 12. NYPL Channels
    9. 13. Launched 2008 Twitter 165,000 Followers 1200% increase CY10 Facebook 42,000 Fans 158% increase CY10
    10. 14. Integrating Social Media
    11. 15. Build Internal Expertise Identify Challenges Rally Stakeholders Train & Educate Best Practices Policies
    12. 16. Establish Goals Expand online presence Increase web traffic Build brand awareness Enhance customer service Engage new audiences Highlight staff, services and collections
    13. 18. Governance
    14. 19. People: Working Group Listen Reevaluate Measure Curate Publish Engage Collaborate Strategize Meet Monthly NYPL Community Dedicated Staff
    15. 20. Crisis Control
    16. 21. Digital Calendar
    17. 22. Technology Auto Tweeter Sentiment Analysis Team Tool
    18. 23. Measure the Impact Community growth Brand mentions Brand Sentiment Interactions Shares Referrals to nypl.org Click behavior Email Open/CTR “ Not everything that can be counted counts and not everything that counts can be counted.” -- Albert Einstein
    19. 26. Public Awareness
    20. 28. Future Library: Socializing History with Maps
    21. 29. The Inner Workings: Staffing for Social Media
    22. 30. Channels Flagship / Shop enewsletters Facebook / Foursquare / Twitter Nypl.org Signage & Clings 27,000 Foursquare followers 14,000 check ins 12,000 Centennial Badge unlocks 130 Foursquare Friends Memberships
    23. 31. 44% of Tweets 84% of total Twitter clicks
    24. 32. New Audiences: Find the Future App 1226 stories 500 authors 5 Billion Mobile Phones Globally 40% of social media users access content from their phones (Blogworld.com)
    25. 33. New Audiences: Crowdsourcing 10,000 menus 600,000 transcriptions 75,000 visits 2 million page views 26 pages visit 7 minutes per visit
    26. 34. Public Engagement
    27. 36. Channels
    28. 37. Contribution to Advocacy Online donations increased 175.83% over 2009 Online letter submissions exceeded 2009 by 66.33%
    29. 40. Contact Susan Halligan [email_address] twitter.com/srhalligan linkedin.com/in/srhalligan Mobile: 212-228-8350 Skype: shalligan410

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