SlideShare ist ein Scribd-Unternehmen logo
1 von 83
Downloaden Sie, um offline zu lesen
Social Media Marketing
for libraries
Neil Infield – Manager
Business & IP Centre
neil.infield@bl.uk
@ninfield (twitter)
britishlibrary.typepad.co.uk/business
http://www.slideshare.net/infield/http://www.slideshare.net/infield/
3
The British Library is for anyone who wants to do
research - academic, personal or commercial
A bit about you…
7 out of 10 for social media
One hour to cover all of Social Media?
• I can’t cover everything in one hour
• A canter through key areas
• Thinking about your Social Media Strategy
• My top tips for success
• Question Time with some
Source - http://www.sxc.hu/profile/garwee
What is Social Media?
Characteristics
•Free or very low cost - Facebook
•or Freemium model - LinkedIn
•Simple technology - web browser or mobile Apps
•Lots of online help and guidance
•Interactive
What is Social Media really?
Why Social Media?
http://www.rosemcgrory.co.uk/2014/01/06/uk-social-media-statistics-for-2015
For the UK only…
•Facebook – 31 million
•Twitter – 15 million active accounts
•LinkedIn – 15 million
•Pinterest – 4 million?
•Instagram – 300m globally
•Google Plus – ?
CILIP day - Marketing your library using social media - Feb 2016
What will Social Media do for you?
•Find out what your
• Customers
• Critics
• Fans
…are saying about you online
•Spot trends
•Monitor your competitors
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
CILIP day - Marketing your library using social media - Feb 2016
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
Why you should blog
Google logo render - Mark Knol
• To build trust – ‘real’ people vs anonymous
business
• To build an audience
• Increase Search Engine Optimisation without
the risk – Google loves blogs and hates
cheaters
CILIP day - Marketing your library using social media - Feb 2016
Remember
what happened
to MySpace
$600m
loss!
Drive traffic to your
website
Act as your social media
hub
Be seen as an expert in
your field
http://www.sxc.hu/profile/Kurhan
Why you should blog
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
Put the
‘good stuff’
in the first
paragraph
Publicise your blog posts
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
Regularly – minimum once a
week
Content must be engaging /
surprising / controversial /
intriguing
Including images and videos
Length must be right for your
readers
http://www.sxc.hu/profile/dspruitt
How you should blog
CILIP day - Marketing your library using social media - Feb 2016
Me!
Me
again!
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
Developing your Social Media strategy
•What are your goals?
• Brand awareness
• Improved customer service
• Quicker customer interaction
• Brand credibility
•Define your audience and find out
where they ‘live’ online
CILIP day - Marketing your library using social media - Feb 2016
30CPD25 - Marketing your library using social media - November 2015
Business & IP Centre
•Our goals
• Promote specific services and activities
• Drive traffic to our web pages
• Raise our profile as a centre of expertise and
a success story
• Deliver value-added content
• Engage in a dialogue with our customers
• Create a user community
CILIP day - Marketing your library using social media - Feb 2016
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 view
e.g. yoga trainer on diet and exercise
What content should you post?
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
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
Source pixabay.com
What content has the
biggest impact?
– do more of the same
Are people actually
spending time on your
website?
Vanity metrics aren’t good
for business
– only your ego
Manage and keep track
Source pixabay.com
Facebook for Business gives you the
latest news, tips, and best practices to
help meet your business goals:
www.facebook.com/business
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)
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)
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)
I can resist everything except temptation.
Oscar Wilde (41 chars)
What can you fit into
140 characters?
42CPD25 - Marketing your library using social media - November 2015
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?
CILIP day - Marketing your library using social media - Feb 2016
44CPD25 - Marketing your library using social media - November 2015
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?
CILIP day - Marketing your library using social media - Feb 2016
46CPD25 - Marketing your library using social media - November 2015
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
47CPD25 - Marketing your library using social media - November 2015
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
CILIP day - Marketing your library using social media - Feb 2016
His first
customer
was
Lady
Gaga
who
bought
17 outfits
for her
world
tour!
50CPD25 - Marketing your library using social media - November 2015
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
Spot and use
Trends
Trendjacking works
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 #susasnalbumparty
How it should have read #SusanAlbumParty
How it was read #SusAnalBumParty
Twitter top tips
Don’t
engage
with
Trolls
CILIP day - Marketing your library using social media - Feb 2016
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
Top 5 ‘twits’
quiz
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
UK
63CPD25 - Marketing your library using social media - November 2015
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
LinkedIn for Small Business
64CPD25 - Marketing your library using social media - November 2015
Good for consultants, trainers and professions
Get recommendations
Link to your other social media activities
Join and build communities of practice
LinkedIn for Small Business
Twitter for photo sharing
No pushy sales messages
Use it to showcase your
brand and customers
Encourage your customers
to share their photos
Instagram for small business
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
Instagram for small business
CILIP day - Marketing your library using social media - Feb 2016
Instagram pros and cons
Pros
Lots of users
Lots of millennials
Lots of engagement
Created for mobile
devices
Does now integrate well
with other social media
platforms
Cons
Links don’t work
Limited advertising
Not many ‘golden oldies’
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
CILIP day - Marketing your library using social media - Feb 2016
72CPD25 - Marketing your library using social media - November 2015
Pinterest pros and cons
Pros
Images can be linked to
your web pages
Users can ‘repin’ your
images
Pin It button makes it
easy for your fans to
share content
Cons
80% are women
So only 20% are men
Not very conversational
73CPD25 - Marketing your library using social media - November 2015
Has failed to beat Facebook
But is incorporated in search results
So definitely worth adding your presence
One to keep an eye on
The latest set of stats
“would blow your mind” according to
Google UK’s head of agency
Google Plus for Small Business
We upload:
Video content from events
Stories
Case studies
Walkthroughs
1,310 subscribers
484,386 views
BIPC TV
Manage using Hootsuite or Buffer
Measure using Google Analytics
and Facebook Insights
Sprout Social
Monitoring-Social-Media.com
SocialMediaToday.com
Tools to help you
Hootsuite for monitoring and scheduling
Share stuff with
78CPD25 - Marketing your library using social media - November 2015
Try to limit to 30 minutes a day
Keep it professional – you might go viral
in a bad way
Keep an eye out for new services
Measure results and
Cull any activities that don’t help your
library
Stay focussed – keep away from the
Lolcats
My top tips for Social Media success
CILIP day - Marketing your library using social media - Feb 2016
Don’t just lurk on social media
Make sure you contribute valuable
content
My top tips for Social Media success
Be a person online – but not too
personal
Try to be ‘marketing lite’ - avoid
spamming
Have a consistent brand / name
across your social media platforms
Have fun with it
My top tips for Social Media success
Source:
@DaveFriedel
CILIP day - Marketing your library using social media - Feb 2016

Weitere ähnliche Inhalte

Was ist angesagt?

Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...
Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...
Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...Julia Grosman
 
Cut Through the Noise: Social Priorities for B2C
Cut Through the Noise: Social Priorities for B2CCut Through the Noise: Social Priorities for B2C
Cut Through the Noise: Social Priorities for B2CKaty Katz
 
Advanced SEO Class: Using PR Like A Pro
Advanced SEO Class: Using PR Like A ProAdvanced SEO Class: Using PR Like A Pro
Advanced SEO Class: Using PR Like A Prosemrush_webinars
 
How to Plan and Implement a Digital PR Strategy
How to Plan and Implement a Digital PR StrategyHow to Plan and Implement a Digital PR Strategy
How to Plan and Implement a Digital PR StrategySendible
 
Convert More Customers with Video + Social
Convert More Customers with Video + Social Convert More Customers with Video + Social
Convert More Customers with Video + Social Cision
 
What Happens in Vegas: Reaching Citizens Through Employee Advocacy
What Happens in Vegas: Reaching Citizens Through Employee AdvocacyWhat Happens in Vegas: Reaching Citizens Through Employee Advocacy
What Happens in Vegas: Reaching Citizens Through Employee AdvocacySprout Social
 
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 20137 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013Joe Pulizzi
 
7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're Committing7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're CommittingTINT
 
The 25 Must-Read Content Marketing Presentations of 2014
The 25 Must-Read Content Marketing Presentations of 2014The 25 Must-Read Content Marketing Presentations of 2014
The 25 Must-Read Content Marketing Presentations of 2014David Laubner
 
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive ContentNatalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive ContentAuthoritas
 
5 Tips on How to Be Profitable using Social Media Marketing
5 Tips on How to Be Profitable using Social Media Marketing5 Tips on How to Be Profitable using Social Media Marketing
5 Tips on How to Be Profitable using Social Media MarketingRoel Manarang
 
Bacon Marketing_v2
Bacon Marketing_v2Bacon Marketing_v2
Bacon Marketing_v2Maureen Jann
 
"Show, don't tell" - the rise of visual on social media
"Show, don't tell" - the rise of visual on social media"Show, don't tell" - the rise of visual on social media
"Show, don't tell" - the rise of visual on social mediaElse Kramer - Photosopher
 
We built a social media command center, and so can you, presented by Brian Jo...
We built a social media command center, and so can you, presented by Brian Jo...We built a social media command center, and so can you, presented by Brian Jo...
We built a social media command center, and so can you, presented by Brian Jo...SocialMedia.org
 
Social Media Strategy: How to Grow Your Fundraising Efforts
Social Media Strategy: How to Grow Your Fundraising EffortsSocial Media Strategy: How to Grow Your Fundraising Efforts
Social Media Strategy: How to Grow Your Fundraising EffortsTechSoup
 
Digital Communication, Social Media & Personal Branding
Digital Communication, Social Media & Personal BrandingDigital Communication, Social Media & Personal Branding
Digital Communication, Social Media & Personal BrandingRuss Shirley
 
Social Media Management: Day-to-Day Tips and Tools
Social Media Management: Day-to-Day Tips and ToolsSocial Media Management: Day-to-Day Tips and Tools
Social Media Management: Day-to-Day Tips and ToolsMeg Hogan, MBA
 
Social Media Marketing with PINTEREST
Social Media Marketing with PINTERESTSocial Media Marketing with PINTEREST
Social Media Marketing with PINTERESTMichelle Morton
 

Was ist angesagt? (20)

Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...
Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...
Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myt...
 
Cut Through the Noise: Social Priorities for B2C
Cut Through the Noise: Social Priorities for B2CCut Through the Noise: Social Priorities for B2C
Cut Through the Noise: Social Priorities for B2C
 
Advanced SEO Class: Using PR Like A Pro
Advanced SEO Class: Using PR Like A ProAdvanced SEO Class: Using PR Like A Pro
Advanced SEO Class: Using PR Like A Pro
 
How to Plan and Implement a Digital PR Strategy
How to Plan and Implement a Digital PR StrategyHow to Plan and Implement a Digital PR Strategy
How to Plan and Implement a Digital PR Strategy
 
Convert More Customers with Video + Social
Convert More Customers with Video + Social Convert More Customers with Video + Social
Convert More Customers with Video + Social
 
What Happens in Vegas: Reaching Citizens Through Employee Advocacy
What Happens in Vegas: Reaching Citizens Through Employee AdvocacyWhat Happens in Vegas: Reaching Citizens Through Employee Advocacy
What Happens in Vegas: Reaching Citizens Through Employee Advocacy
 
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 20137 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
 
7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're Committing7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're Committing
 
The 25 Must-Read Content Marketing Presentations of 2014
The 25 Must-Read Content Marketing Presentations of 2014The 25 Must-Read Content Marketing Presentations of 2014
The 25 Must-Read Content Marketing Presentations of 2014
 
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive ContentNatalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
 
5 Tips on How to Be Profitable using Social Media Marketing
5 Tips on How to Be Profitable using Social Media Marketing5 Tips on How to Be Profitable using Social Media Marketing
5 Tips on How to Be Profitable using Social Media Marketing
 
Bacon Marketing_v2
Bacon Marketing_v2Bacon Marketing_v2
Bacon Marketing_v2
 
"Show, don't tell" - the rise of visual on social media
"Show, don't tell" - the rise of visual on social media"Show, don't tell" - the rise of visual on social media
"Show, don't tell" - the rise of visual on social media
 
We built a social media command center, and so can you, presented by Brian Jo...
We built a social media command center, and so can you, presented by Brian Jo...We built a social media command center, and so can you, presented by Brian Jo...
We built a social media command center, and so can you, presented by Brian Jo...
 
MHCA Annual Meeting Presentation
MHCA Annual Meeting PresentationMHCA Annual Meeting Presentation
MHCA Annual Meeting Presentation
 
Social Media Strategy: How to Grow Your Fundraising Efforts
Social Media Strategy: How to Grow Your Fundraising EffortsSocial Media Strategy: How to Grow Your Fundraising Efforts
Social Media Strategy: How to Grow Your Fundraising Efforts
 
Digital Communication, Social Media & Personal Branding
Digital Communication, Social Media & Personal BrandingDigital Communication, Social Media & Personal Branding
Digital Communication, Social Media & Personal Branding
 
Content Distribution
Content DistributionContent Distribution
Content Distribution
 
Social Media Management: Day-to-Day Tips and Tools
Social Media Management: Day-to-Day Tips and ToolsSocial Media Management: Day-to-Day Tips and Tools
Social Media Management: Day-to-Day Tips and Tools
 
Social Media Marketing with PINTEREST
Social Media Marketing with PINTERESTSocial Media Marketing with PINTEREST
Social Media Marketing with PINTEREST
 

Ähnlich wie CILIP day - Marketing your library using social media - Feb 2016

CPD25 Marketing your library using social media
CPD25 Marketing your library using social mediaCPD25 Marketing your library using social media
CPD25 Marketing your library using social mediaNeil Infield
 
How do i start using social media for business - july 2018
How do i start using social media for business -  july 2018How do i start using social media for business -  july 2018
How do i start using social media for business - july 2018Neil Infield
 
Start Using Social Media for Small Business
Start Using Social Media for Small BusinessStart Using Social Media for Small Business
Start Using Social Media for Small BusinessSeemaRampersad1
 
Start using social media for small business.pptx
Start using social media for small business.pptxStart using social media for small business.pptx
Start using social media for small business.pptxSeemaRampersad1
 
Start using Social Media for Small Business
Start using Social Media for Small BusinessStart using Social Media for Small Business
Start using Social Media for Small BusinessSeemaRampersad1
 
Start Using Social Media for Small Business - Business & IP Centre Workshop
Start Using Social Media for Small Business - Business & IP Centre Workshop Start Using Social Media for Small Business - Business & IP Centre Workshop
Start Using Social Media for Small Business - Business & IP Centre Workshop SeemaRampersad1
 
Business & IP Centre - Social Media for Small Business 2022
Business & IP Centre - Social Media for Small Business 2022Business & IP Centre - Social Media for Small Business 2022
Business & IP Centre - Social Media for Small Business 2022Seema Rampersad
 
Start Using Social Media for Small Business
Start Using Social Media for Small BusinessStart Using Social Media for Small Business
Start Using Social Media for Small BusinessSeemaRampersad1
 
Using Social Media as a Powerful Business Tool - 3.16.11 Ameriplex
Using Social Media as a Powerful Business Tool - 3.16.11 AmeriplexUsing Social Media as a Powerful Business Tool - 3.16.11 Ameriplex
Using Social Media as a Powerful Business Tool - 3.16.11 AmeriplexEXHIB-IT!
 
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Mom's Choice Awards
 
Master Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMaster Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMichael A. Howard
 
Master Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMaster Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMichael A. Howard
 
Master Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMaster Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMichael A. Howard
 
Apegroup Social Media Strategy - Part 1
Apegroup Social Media Strategy - Part 1Apegroup Social Media Strategy - Part 1
Apegroup Social Media Strategy - Part 1apegroup
 
Social media for small business
Social media for small businessSocial media for small business
Social media for small businessEzlearning Academy
 
Using Social Media as a Powerful Business Tool Part 1
Using Social Media as a Powerful Business Tool Part 1Using Social Media as a Powerful Business Tool Part 1
Using Social Media as a Powerful Business Tool Part 1EXHIB-IT!
 
Standing out in a crowded room jon klubnik marketing your small business
Standing out in a crowded room   jon klubnik marketing your small businessStanding out in a crowded room   jon klubnik marketing your small business
Standing out in a crowded room jon klubnik marketing your small businessJon Klubnik
 
Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012Julia Campbell
 

Ähnlich wie CILIP day - Marketing your library using social media - Feb 2016 (20)

CPD25 Marketing your library using social media
CPD25 Marketing your library using social mediaCPD25 Marketing your library using social media
CPD25 Marketing your library using social media
 
How do i start using social media for business - july 2018
How do i start using social media for business -  july 2018How do i start using social media for business -  july 2018
How do i start using social media for business - july 2018
 
Start Using Social Media for Small Business
Start Using Social Media for Small BusinessStart Using Social Media for Small Business
Start Using Social Media for Small Business
 
Start using social media for small business.pptx
Start using social media for small business.pptxStart using social media for small business.pptx
Start using social media for small business.pptx
 
Start using Social Media for Small Business
Start using Social Media for Small BusinessStart using Social Media for Small Business
Start using Social Media for Small Business
 
Start Using Social Media for Small Business - Business & IP Centre Workshop
Start Using Social Media for Small Business - Business & IP Centre Workshop Start Using Social Media for Small Business - Business & IP Centre Workshop
Start Using Social Media for Small Business - Business & IP Centre Workshop
 
Business & IP Centre - Social Media for Small Business 2022
Business & IP Centre - Social Media for Small Business 2022Business & IP Centre - Social Media for Small Business 2022
Business & IP Centre - Social Media for Small Business 2022
 
Start Using Social Media for Small Business
Start Using Social Media for Small BusinessStart Using Social Media for Small Business
Start Using Social Media for Small Business
 
Introduction to social media
Introduction to social mediaIntroduction to social media
Introduction to social media
 
Using Social Media as a Powerful Business Tool - 3.16.11 Ameriplex
Using Social Media as a Powerful Business Tool - 3.16.11 AmeriplexUsing Social Media as a Powerful Business Tool - 3.16.11 Ameriplex
Using Social Media as a Powerful Business Tool - 3.16.11 Ameriplex
 
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
 
Master Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMaster Social Media - January 27th Presentation
Master Social Media - January 27th Presentation
 
Master Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMaster Social Media - January 27th Presentation
Master Social Media - January 27th Presentation
 
Master Social Media - January 27th Presentation
Master Social Media - January 27th PresentationMaster Social Media - January 27th Presentation
Master Social Media - January 27th Presentation
 
Apegroup Social Media Strategy - Part 1
Apegroup Social Media Strategy - Part 1Apegroup Social Media Strategy - Part 1
Apegroup Social Media Strategy - Part 1
 
Social media for small business
Social media for small businessSocial media for small business
Social media for small business
 
Using Social Media as a Powerful Business Tool Part 1
Using Social Media as a Powerful Business Tool Part 1Using Social Media as a Powerful Business Tool Part 1
Using Social Media as a Powerful Business Tool Part 1
 
Standing out in a crowded room jon klubnik marketing your small business
Standing out in a crowded room   jon klubnik marketing your small businessStanding out in a crowded room   jon klubnik marketing your small business
Standing out in a crowded room jon klubnik marketing your small business
 
Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012Social Media Toolbox- ADDP Technology Day - May 31, 2012
Social Media Toolbox- ADDP Technology Day - May 31, 2012
 
Social Media for Ecommerce
Social Media for EcommerceSocial Media for Ecommerce
Social Media for Ecommerce
 

Mehr von Neil Infield

Why you need a Trade Mark - and how to search for one - 2022
Why you need a Trade Mark - and how to search for one - 2022Why you need a Trade Mark - and how to search for one - 2022
Why you need a Trade Mark - and how to search for one - 2022Neil Infield
 
How do you protect a business idea - Bromley - March 2022
How do you protect a business idea - Bromley - March 2022How do you protect a business idea - Bromley - March 2022
How do you protect a business idea - Bromley - March 2022Neil Infield
 
BIPC introduction for National Network - March 2022
BIPC introduction for National Network - March 2022BIPC introduction for National Network - March 2022
BIPC introduction for National Network - March 2022Neil Infield
 
Introduction to business information
Introduction to business information Introduction to business information
Introduction to business information Neil Infield
 
Webinar how do I Research my Market - 2022
Webinar how do I Research my Market -  2022Webinar how do I Research my Market -  2022
Webinar how do I Research my Market - 2022Neil Infield
 
How do i protect my business with intellectual property startup peterborough
How do i protect my business with intellectual property   startup peterboroughHow do i protect my business with intellectual property   startup peterborough
How do i protect my business with intellectual property startup peterboroughNeil Infield
 
How do i protect a business idea - November 2020
How do i protect a business idea - November 2020How do i protect a business idea - November 2020
How do i protect a business idea - November 2020Neil Infield
 
Brighton & Hove - How do I protect a business idea - October 2020
Brighton & Hove - How do I protect a business idea - October 2020Brighton & Hove - How do I protect a business idea - October 2020
Brighton & Hove - How do I protect a business idea - October 2020Neil Infield
 
Neil si ll - introduction to business information - feb 2020
Neil   si ll - introduction to business information - feb 2020Neil   si ll - introduction to business information - feb 2020
Neil si ll - introduction to business information - feb 2020Neil Infield
 
A short introduction to the Business & IP Centre London
A short introduction to the Business & IP Centre LondonA short introduction to the Business & IP Centre London
A short introduction to the Business & IP Centre LondonNeil Infield
 
From reference librarian to business advisor
From reference librarian to business advisorFrom reference librarian to business advisor
From reference librarian to business advisorNeil Infield
 
Blogging at the bl neil infield - sept 2012
Blogging at the bl   neil infield - sept 2012Blogging at the bl   neil infield - sept 2012
Blogging at the bl neil infield - sept 2012Neil Infield
 
2012 sept property information managers forum
2012 sept   property information managers forum2012 sept   property information managers forum
2012 sept property information managers forumNeil Infield
 
2012 sept property information managers forum
2012 sept   property information managers forum2012 sept   property information managers forum
2012 sept property information managers forumNeil Infield
 
Introduction to the business and ip centre art smart - june 2012
Introduction to the business and ip centre   art smart - june 2012Introduction to the business and ip centre   art smart - june 2012
Introduction to the business and ip centre art smart - june 2012Neil Infield
 
Introduction to the Business and IP Centre - Prime - May 2012
Introduction to the Business and IP Centre - Prime - May 2012Introduction to the Business and IP Centre - Prime - May 2012
Introduction to the Business and IP Centre - Prime - May 2012Neil Infield
 
The business blog live - neil infield
The business blog   live - neil infieldThe business blog   live - neil infield
The business blog live - neil infieldNeil Infield
 
Private partnerships for cultural heritage online dish 2011
Private partnerships for cultural heritage online   dish 2011Private partnerships for cultural heritage online   dish 2011
Private partnerships for cultural heritage online dish 2011Neil Infield
 
An introduction to the business and ip centre dish 2011
An introduction to the business and ip centre   dish 2011An introduction to the business and ip centre   dish 2011
An introduction to the business and ip centre dish 2011Neil Infield
 
An introduction to the business and ip centre neil infield - consultants ne...
An introduction to the business and ip centre   neil infield - consultants ne...An introduction to the business and ip centre   neil infield - consultants ne...
An introduction to the business and ip centre neil infield - consultants ne...Neil Infield
 

Mehr von Neil Infield (20)

Why you need a Trade Mark - and how to search for one - 2022
Why you need a Trade Mark - and how to search for one - 2022Why you need a Trade Mark - and how to search for one - 2022
Why you need a Trade Mark - and how to search for one - 2022
 
How do you protect a business idea - Bromley - March 2022
How do you protect a business idea - Bromley - March 2022How do you protect a business idea - Bromley - March 2022
How do you protect a business idea - Bromley - March 2022
 
BIPC introduction for National Network - March 2022
BIPC introduction for National Network - March 2022BIPC introduction for National Network - March 2022
BIPC introduction for National Network - March 2022
 
Introduction to business information
Introduction to business information Introduction to business information
Introduction to business information
 
Webinar how do I Research my Market - 2022
Webinar how do I Research my Market -  2022Webinar how do I Research my Market -  2022
Webinar how do I Research my Market - 2022
 
How do i protect my business with intellectual property startup peterborough
How do i protect my business with intellectual property   startup peterboroughHow do i protect my business with intellectual property   startup peterborough
How do i protect my business with intellectual property startup peterborough
 
How do i protect a business idea - November 2020
How do i protect a business idea - November 2020How do i protect a business idea - November 2020
How do i protect a business idea - November 2020
 
Brighton & Hove - How do I protect a business idea - October 2020
Brighton & Hove - How do I protect a business idea - October 2020Brighton & Hove - How do I protect a business idea - October 2020
Brighton & Hove - How do I protect a business idea - October 2020
 
Neil si ll - introduction to business information - feb 2020
Neil   si ll - introduction to business information - feb 2020Neil   si ll - introduction to business information - feb 2020
Neil si ll - introduction to business information - feb 2020
 
A short introduction to the Business & IP Centre London
A short introduction to the Business & IP Centre LondonA short introduction to the Business & IP Centre London
A short introduction to the Business & IP Centre London
 
From reference librarian to business advisor
From reference librarian to business advisorFrom reference librarian to business advisor
From reference librarian to business advisor
 
Blogging at the bl neil infield - sept 2012
Blogging at the bl   neil infield - sept 2012Blogging at the bl   neil infield - sept 2012
Blogging at the bl neil infield - sept 2012
 
2012 sept property information managers forum
2012 sept   property information managers forum2012 sept   property information managers forum
2012 sept property information managers forum
 
2012 sept property information managers forum
2012 sept   property information managers forum2012 sept   property information managers forum
2012 sept property information managers forum
 
Introduction to the business and ip centre art smart - june 2012
Introduction to the business and ip centre   art smart - june 2012Introduction to the business and ip centre   art smart - june 2012
Introduction to the business and ip centre art smart - june 2012
 
Introduction to the Business and IP Centre - Prime - May 2012
Introduction to the Business and IP Centre - Prime - May 2012Introduction to the Business and IP Centre - Prime - May 2012
Introduction to the Business and IP Centre - Prime - May 2012
 
The business blog live - neil infield
The business blog   live - neil infieldThe business blog   live - neil infield
The business blog live - neil infield
 
Private partnerships for cultural heritage online dish 2011
Private partnerships for cultural heritage online   dish 2011Private partnerships for cultural heritage online   dish 2011
Private partnerships for cultural heritage online dish 2011
 
An introduction to the business and ip centre dish 2011
An introduction to the business and ip centre   dish 2011An introduction to the business and ip centre   dish 2011
An introduction to the business and ip centre dish 2011
 
An introduction to the business and ip centre neil infield - consultants ne...
An introduction to the business and ip centre   neil infield - consultants ne...An introduction to the business and ip centre   neil infield - consultants ne...
An introduction to the business and ip centre neil infield - consultants ne...
 

CILIP day - Marketing your library using social media - Feb 2016

  • 1. Social Media Marketing for libraries Neil Infield – Manager Business & IP Centre neil.infield@bl.uk @ninfield (twitter) britishlibrary.typepad.co.uk/business
  • 3. 3 The British Library is for anyone who wants to do research - academic, personal or commercial
  • 4. A bit about you… 7 out of 10 for social media
  • 5. One hour to cover all of Social Media? • I can’t cover everything in one hour • A canter through key areas • Thinking about your Social Media Strategy • My top tips for success • Question Time with some
  • 6. Source - http://www.sxc.hu/profile/garwee What is Social Media? Characteristics •Free or very low cost - Facebook •or Freemium model - LinkedIn •Simple technology - web browser or mobile Apps •Lots of online help and guidance •Interactive
  • 7. What is Social Media really?
  • 8. Why Social Media? http://www.rosemcgrory.co.uk/2014/01/06/uk-social-media-statistics-for-2015 For the UK only… •Facebook – 31 million •Twitter – 15 million active accounts •LinkedIn – 15 million •Pinterest – 4 million? •Instagram – 300m globally •Google Plus – ?
  • 10. What will Social Media do for you? •Find out what your • Customers • Critics • Fans …are saying about you online •Spot trends •Monitor your competitors
  • 11. 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
  • 13. 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
  • 14. Why you should blog Google logo render - Mark Knol • To build trust – ‘real’ people vs anonymous business • To build an audience • Increase Search Engine Optimisation without the risk – Google loves blogs and hates cheaters
  • 17. Drive traffic to your website Act as your social media hub Be seen as an expert in your field http://www.sxc.hu/profile/Kurhan Why you should blog
  • 18. 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
  • 19. Put the ‘good stuff’ in the first paragraph
  • 23. Regularly – minimum once a week Content must be engaging / surprising / controversial / intriguing Including images and videos Length must be right for your readers http://www.sxc.hu/profile/dspruitt How you should blog
  • 28. Developing your Social Media strategy •What are your goals? • Brand awareness • Improved customer service • Quicker customer interaction • Brand credibility •Define your audience and find out where they ‘live’ online
  • 30. 30CPD25 - Marketing your library using social media - November 2015 Business & IP Centre •Our goals • Promote specific services and activities • Drive traffic to our web pages • Raise our profile as a centre of expertise and a success story • Deliver value-added content • Engage in a dialogue with our customers • Create a user community
  • 32. 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 view e.g. yoga trainer on diet and exercise What content should you post?
  • 35. 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 Source pixabay.com
  • 36. What content has the biggest impact? – do more of the same Are people actually spending time on your website? Vanity metrics aren’t good for business – only your ego Manage and keep track Source pixabay.com
  • 37. Facebook for Business gives you the latest news, tips, and best practices to help meet your business goals: www.facebook.com/business
  • 38. 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)
  • 39. 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)
  • 40. 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) I can resist everything except temptation. Oscar Wilde (41 chars)
  • 41. What can you fit into 140 characters?
  • 42. 42CPD25 - Marketing your library using social media - November 2015 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?
  • 44. 44CPD25 - Marketing your library using social media - November 2015 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?
  • 46. 46CPD25 - Marketing your library using social media - November 2015 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
  • 47. 47CPD25 - Marketing your library using social media - November 2015 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
  • 50. 50CPD25 - Marketing your library using social media - November 2015 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
  • 52. 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 #susasnalbumparty How it should have read #SusanAlbumParty How it was read #SusAnalBumParty Twitter top tips
  • 55. 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
  • 62. UK
  • 63. 63CPD25 - Marketing your library using social media - November 2015 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 LinkedIn for Small Business
  • 64. 64CPD25 - Marketing your library using social media - November 2015 Good for consultants, trainers and professions Get recommendations Link to your other social media activities Join and build communities of practice LinkedIn for Small Business
  • 65. Twitter for photo sharing No pushy sales messages Use it to showcase your brand and customers Encourage your customers to share their photos Instagram for small business
  • 66. 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 Instagram for small business
  • 68. Instagram pros and cons Pros Lots of users Lots of millennials Lots of engagement Created for mobile devices Does now integrate well with other social media platforms Cons Links don’t work Limited advertising Not many ‘golden oldies’
  • 72. 72CPD25 - Marketing your library using social media - November 2015 Pinterest pros and cons Pros Images can be linked to your web pages Users can ‘repin’ your images Pin It button makes it easy for your fans to share content Cons 80% are women So only 20% are men Not very conversational
  • 73. 73CPD25 - Marketing your library using social media - November 2015 Has failed to beat Facebook But is incorporated in search results So definitely worth adding your presence One to keep an eye on The latest set of stats “would blow your mind” according to Google UK’s head of agency Google Plus for Small Business
  • 74. We upload: Video content from events Stories Case studies Walkthroughs 1,310 subscribers 484,386 views BIPC TV
  • 75. Manage using Hootsuite or Buffer Measure using Google Analytics and Facebook Insights Sprout Social Monitoring-Social-Media.com SocialMediaToday.com Tools to help you
  • 76. Hootsuite for monitoring and scheduling
  • 78. 78CPD25 - Marketing your library using social media - November 2015 Try to limit to 30 minutes a day Keep it professional – you might go viral in a bad way Keep an eye out for new services Measure results and Cull any activities that don’t help your library Stay focussed – keep away from the Lolcats My top tips for Social Media success
  • 80. Don’t just lurk on social media Make sure you contribute valuable content My top tips for Social Media success
  • 81. Be a person online – but not too personal Try to be ‘marketing lite’ - avoid spamming Have a consistent brand / name across your social media platforms Have fun with it My top tips for Social Media success