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
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
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
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)
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
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
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