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