Marketing your library using social media

1. Social Media Marketing
for Libraries
Neil Infield – Manager
Business & IP Centre
neil.infield@bl.uk
@ninfield (twitter)
britishlibrary.typepad.co.uk/business

2. http://www.slideshare.net/infield/http://www.slideshare.net/infield/

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. 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

6. 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

7. What is Social Media really?

8. 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 – ?

9. Lots of people + lots of activity

10. 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

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

12. 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

13. 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

16. Work with your
neighbour to
complete pages
1 and 2 of the
hand-out
Developing your Social Media strategy

17. 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

18. 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

19. 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

20. Blogging for everyone

21. 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

22. • 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

25. $500m loss!

26. 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

28. Always
Ronseal
your
blog
titles

29. Put the
‘good stuff’
in the first
paragraph

32. • 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

33. Share your blog posts

34. How often should you blog
http://blog.hubspot.com/

35. But does it really work?
Yes it does

37. My original post
My follow-up post

40. “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-Wi
Facebook Students

41. 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

42. Crowdsource your
products and services

43. 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?

45. • 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

46. • 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

47. 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)

48. 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)

49. 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)

50. What can you fit into
140 characters?

51. • 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?

52. • 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?

53. • 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

55. • 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

57. • 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

58. •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

59. •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

60. Top 5
‘twits’
quiz

66. UK

67. • 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

69. • Good for consultants, trainers and professions
• Great for B2B businesses
• Research and engage with potential customers
• Check out your competitors
• Get recommendations
LinkedIn

70. • 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

72. • 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

74. • 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

78. • 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?

79. http://uk.businessinsider.com/what-happened-to-google-plus-2015-4

80. • People love moving images
• Google loves videos
• Demonstrate how things work
• Share your knowledge
YouTube

83. • 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

84. Hootsuite for monitoring content

85. Buffer for scheduling content

86. Share good stuff with

87. Share good stuff with

88. The
new
standard
for
websites
...

89. …
build-in
your
social
media

92. • 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

93. Stay
focussed
Keep
away
from the
lolcats

94. • 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

95. • 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

96. Source:
@DaveFriedel