let’s work together: integrating social media, online marketing, and outreach ala annual 2012 june...

LET’S WORK TOGETHER:Integrating Social Media, Online Marketing, and Outreach

ALA Annual 2012 June 25, 2012

Marshall BreedingIndependent Consultant, Author, Founder and Publisher, Library Technology Guideshttp://www.librarytechnology.org/http://twitter.com/mbreeding

Summary

Speakers will discuss how their organizations have reinvented their online presence using social media as a way to interact with their communities. They'll also address their personal and organizational investments in the implementation of an ongoing online, socially-interactive presence; give hints and advice regarding the implementation of new media and how these roles and responsibilities are assigned to staff; identify the criteria they used to develop their social media plan; and explain goals and measurement tools for keeping on track.

Summary

Breeding will address how he uses social media, including twitter, Facebook, bit.ly and metrics such as Google Analytics to measure performance.  He will focus on Library Technology Guides and how social media complements other communications tools to help promote interest in the site.   These techniques can be applied to other informational sites that libraries or related organizations might offer.

Social Media Goals

Aligned with organization’s strategic mission

Convey content Strengthen Engagement Expand audience

Communications Strategy

Traditional Search Engine Optimization E-mail RSS

Social Facebook Twitter Pinterest (?)

Library Technology Guides

An informational site with broad interests in library Database of libraries worldwide and the technology

products they use http://www.librarytechnology.org/libwebcats/

News and press releases related to companies and products related to library automation industryhttp://www.librarytechnology.org/news.pl

Surveys and data related to automation systemshttp://www.librarytechnology.org/perceptions2011.pl

GuidePosts: personal blog http://www.librarytechnology.org/blog.pl

Library Technology Guides

Vanderbilt Television News Archive

Organic Use

Web traffic that comes to site through normal use

Direct Traffic Search engine referrals

Search Engine Optimization Organizational site referrals

Example: University site > Library

LTG Overall use

1.9 million page requests in April 2012

Search Engine Optimization

Clear and unique metadata on every page <title> <description>

Offer XML site map of all unique content Sitemap.org

sitemap.xml

Customer engagement

Entice users of your site to become members

Offer enticements for membership Example: only LTG members can perform

advanced search Members can receive news alerts and

notifications Make it easy

Uses will give up on long and difficult enrollment forms

LTG Membership form

Clarify benefits of membership

Push content

E-mail Monthly news updates

28,272 subscribers Weekly

~1,800 Real-time

RSS Feeds

Ideal for news, events or other regularly updated content

More difficult to track numbers of RSS subscribers

Blog

Provides fresh content on a regular basis

Facebook Page

Facebook

Facebook strategy

A peer-oriented social media Librarian to Librarian Patron to Librarian??

Facebook personal page

Hybrid: Personal / Business Inner group of family and friends Extended network of professional

colleagues High-interest postings to funnel site

traffic

Facebook business page

Promotional page for organization Goal is to drive traffic to site Promote page within Facebook Counterproductive to promote Facebook

page outside of Facebook All vectors should be directed to

organization site

Facebook Insights

Twitter

Twitter options

Personal Works if one person is the key

spokesperson for the organization Organization

Aligned with the identify of the organization, not any specific individual

Twitter strategy

Cultivate followers Twitter effective only to the extent the

account has a sufficient number of followers

Follow others that have similar professional interests

More about focus than sheer numbers Twitter as top source for current

information Twitter as an outlet for instant

information

Tweeting strategically

Clean prose No jargon Don’t over abbreviate Most tweets should include links

Drive traffic to your site Find a good link shortening service

Bit.ly

Bit.ly

Bit.ly click-thru statistics

Biit.ly referrers and locations

Google Analytics

Google Analytics – Social Value

Conclusion

Have realistic expectations Be strategic Be experimental