CPD25 Marketing your library using social media
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Social Media Marketingfor Libraries
Neil Infield – Manager Business & IP Centre
[email protected]@ninfield (twitter)britishlibrary.typepad.co.uk/business
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http://www.slideshare.net/infield/
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3
The British Library is for anyone who wants to do research - academic, personal or commercial
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A bit about you…
7 out of 10 for social media
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1.5 hours to cover all of Social Media?
• I can’t cover everything
• A canter through key areas
• Start on your Social Media Strategy
• My top tips for succes
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Source - http://www.sxc.hu/profile/garwee
What is Social Media?
• Free or very low cost – Facebook and WhatsApp
• or Freemium model - LinkedIn
• Simple technology - web browser or mobile Apps
• Lots of online help and guidance
• A fun interactive way of connecting people and organisations
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What is Social Media really?
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Why all the fuss about Social Media?
http://www.rosemcgrory.co.uk/2014/01/06/uk-social-media-statistics-for-2015
Active users in the UK
•Facebook – 31 million
•Twitter – 15 million active accounts
•LinkedIn – 15 million
•Pinterest – 4 million?
•Instagram – 300m globally
•Google Plus – ?
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What will Social Media do for you?
• Find out what your• Customers• Critics• Fans
…are saying about you online
• Spot trends in your market - industry
• Monitor your competitors
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What will Social Media do for you?
• Allow you to engage with your• Customers• Critics• Fans
…in a transparent manner
• Measure your impact
• Crowdsource your products and services
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Developing your Social Media strategy
What are your business goals?
• Increase brand awareness
• Develop brand credibility
• Build a relationship with your audience
• Grow an online community
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Developing your Social Media strategy
What are your goals?
• Increase website traffic
• Increase conversions (sales)
• Create loyal visitors to your site
• Improve customer retention
•Define your audience – and find them online
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Work with your neighbour to complete pages 1 and 2 of the hand-out
Developing your Social Media strategy
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Social Media Marketing is Content Marketing
Content Marketing is king because:
•Leads are eight times more likely to convert than outbound leads (Hubspot)
•Dramatically lower cost per lead than outbound marketing
•Build a trusting relationship with your customers - no hard-sell
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Content Marketing via Storytelling
We all respond to a good story:
•Your brand story is not a sales pitch
•What makes you and your staff special
•What makes your customers special
•What makes your product-service special
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Content Marketing via Storytelling
We all respond to a good story:
•Keep the story simple
•Mistakes you made along the way
•Lessons learned
•Success stories you are proud of
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Blogging for everyone
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Why you should blog
http://blog.hubspot.com/blog/tabid/6307/bid/34209/93-of-Companies-Using-Inbound-Marketing-Increase-Lead-Generation-New-ROI-Data.aspx
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• To be found by Google
• Your social media hub
• Build trust in your brand
• Build an audience of regular readers
• Be seen as an expert
• To be safe…
http://www.sxc.hu/profile/Kurhan
Why you should blog
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$500m loss!
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How you should blog
• With passion… and patience
• For your audience
• On your own, or in a team
• Always about things related to your business
• Include a ‘call to action’ if possible
• Always inlcude links to other content
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AlwaysRonsealyourblogtitles
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Put the ‘good stuff’ in the first paragraph
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• In combination with your other social media channels
• Using your web domain E.G. www.yourwebsite/blog
• Measuring using built in tools or Google Analytics
• Using this information to guide your future content
How you should blog
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Share your blog posts
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How often should you blog
http://blog.hubspot.com/
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But does it really work?
Yes it does
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My original post
My follow-up post
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“The time has passed when Facebook was a "good idea" for businesses to try.
It's now essential to your inbound marketing strategy.”
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-Video.aspx#ixzz2NMs3aw5H
Facebook Students
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1. Don’t use your personal profile – create a FB Page
2. Aim for 25 Likes so you can create a custom name E.G. www.fb.com/yourname
3. Post useful content to get to 100 Likes – 100 people with 200 friends = 20k reach
4. Need to pay (Promote button) to increase reach But £3 a day should be enough
5. Once you get to 400+ Likes – switch to organic promotion
Five steps to promoting your business on Facebook
Source PC Pro Magazine
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Crowdsource your products and services
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Daily status updates – but no hard sell
• Peeks ‘behind the scene’
• Photos and videos of your library at work
• Show a keenness to interact – polls, quizzes
• You are allowed to have a point of viewe.g. yoga trainer on diet and exercise
What content should you post?
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• Use tools to save you time - Buffer or Hootsuite
• Use Facebook Insights to measure
• Shares are most important
• Followed by comments
• Least useful are Likes
Manage and keep track
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• What content has the biggest impact? - do more of the same
• Are people actually spending timeon your website?
• Vanity metrics aren’t good for business - only your ego
Manage and keep track
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Please accept my resignation. I don't want to belong to any club that will accept people like me as a member. Groucho Marx(109 chars)
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Please accept my resignation. I don't want to belong to any club that will accept people like me as a member. Groucho Marx(109 chars)
Aim for the sky and you’ll reach the ceiling. Aim for the ceiling and you’ll stay on the floor. Bill Shankly (95 chars)
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I can resist everything except temptation.Oscar Wilde (41 chars)
Please accept my resignation. I don't want to belong to any club that will accept people like me as a member. Groucho Marx(109 chars)
Aim for the sky and you’ll reach the ceiling. Aim for the ceiling and you’ll stay on the floor. Bill Shankly (95 chars)
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What can you fit into 140 characters?
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• Micro blogging – 140 character limit
• A technology without a purpose or vision
• The ‘Marmite’ of Social Media services
• Love it or loath it – it works
• But will it last?
What is Twitter?
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• Smaller numbers than Facebook – but bigger spenders
• Unparalleled access to celebrities and decision makers
• An opportunity to ‘go’ viral
• The current reigning champion of social media for business
• 0 to 10,000 followers in one week is possible
Why Tweet?
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• Short term promotions and special offers
• Invite feedback / market research
• Enhance your reputation
• Improve your customer responsiveness
• Build good relations
• Remember to protect your profile name
How to use Twitter
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• Find trending topics and experts
• Find evangelists for your brand
• Make sure you separate work and play
• Be careful when re-tweeting (libel laws apply)
• BBC advice:“Never tweet when you're pissed… or pissed off”
How to use Twitter
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• Create a tweet button on your web pages
• Create and use lists to clean your stream
• Learn the twitter lingo
• @reply - Direct Message (DM) - Follower - Hashtag - Retweet (RT) - Trending Topics
• Use tools to manage – e.g. Tweepi, Tweriod TwitterCounter
Twitter top tips
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•Customize your page:• Change default profile picture• Use 140-character BIO space, using keywords
•Install twitter on your mobile
• Be careful with hash tags • How it was posted #susanalbumparty• How it should have read #SusanAlbumParty • How it was read #SusAnalBumParty
Twitter top tips
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•Tweet throughout the day
• Spread your tweets - up to 10 a day
• Don’t ignore complaints - they are a test
• Switch to direct message (DM) instead of email
• Follow key tweeters including your rivals
Twitter top tips
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Top 5 ‘twits’ quiz
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UK
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• The ‘grown-up’ Social Media channel
• Your virtual CV
• Hubspot survey showed LinkedIn is 3 times more effective than Twitter or Facebook for converting website visitors into leads
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• Good for consultants, trainers and professions
• Great for B2B businesses
• Research and engage with potential customers
• Check out your competitors
• Get recommendations
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• Twitter for photo sharing
• No pushy sales messages
• Use it to showcase your brand and students
• Encourage your students to share their photos
Instagram for small students
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• Research - then use the best hashtags
• But don’t overdo it - 10 to 15 hashtags max
• Aim to get the best quality photos you can
• Encourage your students to share their photos
Instagram for students
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• Used to create theme-based image collections
• Browse other pinboards for inspiration
• 're-pin' images, or 'like' photos
• Relative recent… but very rapid growth
Pinterest for Students
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• Never managed to compete with Facebook
• But is incorporated in search results
• So definitely worth adding your presence to improve your Google ranking
Google Plus for anyone?
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http://uk.businessinsider.com/what-happened-to-google-plus-2015-4
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• People love moving images
• Google loves videos
• Demonstrate how things work
• Share your knowledge
YouTube
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• Hootsuite, Buffer or Tweetdeck to manage your posts
• Google Analytics and Facebook Insights to measure activity
• Wildfire Social Media Monitor
• Monitoring-Social-Media.com
• SocialMediaToday.com
Tools to help you
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Hootsuite for monitoring content
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Buffer for scheduling content
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Share good stuff with
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Share good stuff with
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The newstandardfor websites...
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• Aim to limit to 30 minutes a day
• Keep it professional – no bad virals
• Look out for new services
• Measure results and cull
• Posts with photos are viewed 75% more
• Posts with videos are viewed 57% more
My top tips for Social Media success
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Stay focussed
Keep away from the lolcats
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• Have a consistent brand / name across your social media platforms
• Don’t just lurk on social media
My top tips for Social Media success
• Make sure you contribute valuable content
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• Be a person online - but not too personal
• Aim to be ‘marketing lite’ - avoid spamming
• Have fun with it
My top tips for Social Media success
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Source:@DaveFriedel
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