Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Targeting and tracking audiences on social media

167 views

Published on

Social Media Symposium

Published in: Government & Nonprofit
  • Be the first to comment

  • Be the first to like this

Targeting and tracking audiences on social media

  1. 1. Targeting and Tracking Audiences on Social Media Presented by: Ana-Maria Critchley Mabel Ho
  2. 2. Part of a broad multi-channel engagement and service strategy on Social Promotion & outreach Information & service delivery Customer service Media and public relations Accessibility
  3. 3. instagram.com/torontolibrary torontolibrary.tumblr.com Connect with Us on Social linkedin.com/company/toronto- public-library
  4. 4. on Social Pinterest • Visual discovery tool to find ideas for projects and interests • Established in 2012 • 2,700+ followers • CPCE/Special Collections/Arts Staff • Branch photos, children’s content, Special Collections, Digital Innovation Hub, Appel Salon
  5. 5. on Social Instagram • Mobile photo/video sharing tool • Simple way to capture and share TPL’s moments • Established in 2014 • 6,075+ followers • 18-29 • Branch photos, Special Collections, user generated content
  6. 6. on Social LinkedIn • Business-oriented social networking tool • Established in 2014 • 4,690+ followers • Small business and career & job search resources
  7. 7. on Social Tumblr • Microblogging platform and social networking website • Established in 2014 • 3,630+ followers • Teen audience • Teen Social Media Team • Youth related and fandom content
  8. 8. on Social Periscope • Live video streaming and broadcasting service by Twitter • Established in 2015; 865 followers • Appel Salon programs and special events
  9. 9. on Social SoundCloud • Audio platform • Established in 2016; avg. 200-400 plays • Appel Salon programs, Hear- a-Story
  10. 10. on Social Reddit • First Ask Me Anything (AMA) in July 2016 • Official TPL account (TPL_On_Reddit) • Broad TPL content and community participation
  11. 11. on Social • @TPLFortYork • @TPLBloorGladstone • @TPLScarbCentre • @TPLParkdale • @TPLRiverdale • @TPLWeston • @TPLJonesBranch • @TPLWychwood • @TPLAlbion • Toronto Reference Library (FB) • North York Central Library (FB) • @TPLTeens • @TPLBookBuzz • @vbowlestpl • Other staff Branches, services and staff
  12. 12. 34,800 35,300 2,640 Over 1 million views! 13,600 on Social Followers to date
  13. 13. on Social 32,700 28,500 17,300 12,000 5,771 4,555 31,000 12,333 12,000 12,100 1,375 4,076 Toronto Public Library Edmonton Public Library Halifax Public Library Calgary Public Library Ottawa Public Library Hamilton Public Library Followers and Likes vs. Canadian Public Libraries
  14. 14. on Social 32,700 17,900 17,500 13,000 11,300 31,000 26,671 49,404 14,400 17,227 New York Public Library Toronto Public Library Boston Public Library Chicago Public Library L.A Public Library San Francisco Public Library Followers and Likes vs. American Public Libraries773,000 229,360
  15. 15. on Social 207,000 128,000 32,700 31,100 21,100 78,749 62,054 31,000 25145 34,679 Art Gallery of Ontario Royal Ontario Museum Toronto Public Library Harbourfront Centre Ontario Science Centre Followers and Likes vs. Industry Organizations
  16. 16. • Social Media Team  Regular bi-weekly team meetings  Reviews and plans editorial content  Discuss new developments and opportunities • Answerline Department monitors and responds to questions during operational hours  Communications staff responsible for campaigns, sensitive topics, media stories, and customer engagement Teams and Processes
  17. 17. 17 Social Media Monitoring & Responding Tracking Conversations and Issues
  18. 18. Common questions & comments
  19. 19. Common questions & comments
  20. 20. Common questions & comments
  21. 21. Common questions & comments
  22. 22. Social Media Dashboard
  23. 23. Social Media Dashboard
  24. 24. Case Study
  25. 25. Case Study
  26. 26. Case Study
  27. 27. Case Study
  28. 28. Social Media Campaign TPL Stories
  29. 29. 29 Measurement & Reporting Tools and Dashboards
  30. 30. Social Media Dashboard
  31. 31. Hootsuite Analytics
  32. 32. Facebook Insights
  33. 33. Facebook Insights
  34. 34. Twitter Analytics
  35. 35. Twitter Analytics
  36. 36. Google Analytics Network Referrals Jan 1 – Sep 30, 2016
  37. 37. Google Analytics Hold placement Jan 1 – Sep 30, 2016
  38. 38. TPL Social Media Dashboard
  39. 39. Key Metrics Conversion Engagement Visits and pageviews to channel Followers Referrals to TPL website Mentions Holds placed Shares, retweets, likes, favourites, comments Program attendance Click-throughs Content performance, campaign results, customer satisfaction, community management
  40. 40. Thank You Ana- Maria Critchley amcritchley@torontopubliclibrary.ca Twitter: @amcritchley Mabel Ho mabelho@torontopubliclibrary.ca Twitter: @mabel_ho

×