Presented at the Wisconsin Library Association 2021 Winter Conference by Morgan Mann, Community Relations Library Assistant at Door County Library. Featuring statistics on the current numbers for social media outreach internationally and within Wisconsin and surrounding states.
14. Distribution of FB users in the U.S. by age, July 2021
Source: Statistica
15. ““I do not regard advertising as entertainment or an
art form, but as a medium of information. When I
write an advertisement, I don’t want you to tell me
that you find it ‘creative.’ I want you to find it so
interesting that you buy the product.”
- David Ogilvy
27. Marketing Materials
School Newsletter – sent to 4 districts
IG/FB Story & IGTV Cover
FB Event Cover
ALSO:
Print Newsletter, back panel
Radio Event Listing
Newspaper Event Listing
Share Facebook Groups
Keyword Tag
Kids Craft Bag
YT Cover
Craft Kit Cover
28. Kids Craft Bag
Program Results
Who was at the program:
Not live / pre-recorded
3-second Views = 475
10-second Views = 138
29. Kids Craft Bag
Program Results
Audience Retention:
Recommendations = 0%
Followers = 6.06%
Shares = 1.89%
30. Marketing Materials
Print Poster
IG/FB Story & IGTV Cover
FB Event & YT Cover
Newspaper Ad
ALSO:
Radio Interviews
Newspaper Event Listing & Articles
Beanstack
Display Case & Window Display
Own Website
Pinterest Board
Outdoor Banner
Sponsor Sharing of Materials
NEA Big Read Kickoff
Event Booklet
31. NEA Big Read Kickoff
Program Results
Who was at the program:
Zoom = 49
Facebook Live = 212
3-second Views = 1,445
10-second Views = 230
32. NEA Big Read Kickoff
Program Results
Audience Retention:
Recommendations = 12.5%
Followers = 17%
Shares = 0%
34. Digital Programming Team
In addition to hardware like tripods, microphones, screens, laptops and
projectors, you also need people power and good internet connection.
♦ In-person + Zoom + Social Media Broadcast
At least 2 people:
Person A – handles in-person people and the speaker.
Person B – handles Zoom & Social Media
♦ Zoom + Social Media Broadcast
Can do it with one person.
Record with Zoom.
Post or schedule to post inside FB group or main page, YT and IG.
35. “Those who dare to fail miserably
can achieve greatly.”
- John F. Kennedy
37. Poll: What scares or excites you
about virtual programming?
♦ Excited because:
Can reach audiences that can’t make it to in-person.
Reaching more people.
Reaching different audience.
38. Poll: What scares or excites you
about virtual programming?
♦ Scared / Concerned because:
Technical
Lost connection
Not being able to control technology
glitches in the moment
The speaker doesn’t know tech
Audience Reaction
Parents and kids might be overwhelmed
with too much screen time
Seeing lower attendance than we
had at first
Rural community / not engaged
Being judged by peers and community.
Resources:
Time
Lack of perpetration.
Lack of feedback, not sure if efforts
are successful
Esoteric
It’s out there forever.
I put a lot of work into something and
no one shows up.
41. Software, Apps, and Websites
♦ Adobe InDesign
♦ Adobe Illustrator
♦ Adobe Photoshop
♦ Adobe Rush
♦ Microsoft Word
♦ Layout
♦ Boomerang
♦ YouCut Video Editor
♦ Creator Studio
♦ Repost Video Downloader
♦ (FB) Business Suite
♦ Later.com
♦ Canva
42. ♦AdobeMax – Free virtual conference with
video tutorials
♦Articles in the Whova app
♦Watch others doing things well, not just in
other libraries, but in other industries
♦Join marketing groups on social media
Where to Learn More
This is how many we have in surrounding states
ADD UP NUMBER
These are our patrons.
Wisconsin info:
Population = 5,851,754 -- 2020 census
Population % of the USA = 1.8%
Internet Users 2010 =4,744,417 – June 2010
Internet Penetration = 83%
Facebook users = 2,702,120 -- March 2011
Facebook Penetration = 47.3% -- March 2011
Illinois
Facebook users = 6,941,720
Facebook Penetration = 53.2%
Indiana
Facebook users = 3,000,520
Facebook Penetration = 46.2%
Iowa
Facebook users = 1,502,500
Facebook Penetration = 49.4%
Michigan
Facebook users = 4,628,260
Facebook Penetration = 45.9%
Minnesota
Facebook users = 2,586,180
Facebook Penetration = 48.6%
Source: https://www.internetworldstats.com/unitedstates.htm
Distributing that number by age, you see this.
And as of July 2021, female users aged 25 to 34 years were the biggest group of Facebook users in the United States, accounting for 13.2 percent of the social network's user base.
How do you engage with a female 25-34?
- What books are popular, movies?
- What life circumstances are they living?
- Can you think of any posts that could relate?
Source: https://www.statista.com/statistics/187549/facebook-distribution-of-users-age-group-usa/
The PACE Planning concept comes from the emergency services and military world.
This mindset helps you plan for the problems that arise and keep you up a night before your program.
Let’s plan out an event.
Your Primary Action is how you want the event to go at it’s best.
You’re going big -- an in-person, interactive meeting software like Zoom and you’re pushing to Social Media like Facebook or YouTube Live.
You have all of the software, hardware, and people power to pull off a great event.
The speaker is comfortable with technology and comes to your event early.
The marketing of your event works and you have 50+ attend both in-person and/or virtually
You won’t have any hecklers or bad actors in your audience.
Everything goes off without a hitch.
We all want that. But if this is as far as your planning goes, then you’ll be nervous and unprepared for things that will inevitably come up.
So this is where your second step comes in. What’s your alternative plan?
Say Zoom fails to push to Facebook or YouTube. Now what?
Your alternative is that you have a post ready saying there’s technical difficulties. We’ll be back soon or a recording will be made available with 24-72 hours from the program, and
You continue on with the program happening inside of Zoom.
What if Zoom fails? This situation is now moving toward your contingency plan.
It’s live! (And with a recording situation hopefully – your phone, an iPad – it’s all in your plan!)
You’ve done this before … most likely before covid and these high expectations, you didn’t have all of these wheels in motion. Speaker, Zoom, Social Media.
So do what needs to be done to make it the best experience for the circumstance. Pay attention to the audience in your in-person space. Record the event, and post it later.
If you’ve reached the Emergency stage, remember that these things have happened before.
Bad weather has canceled a program.
An ill speaker has canceled a program.
Patrons have experienced this before. They could be disappointed, but you can offer to reschedule the event, provide a hand-out with the learning materials, or XYZ
Would anyone like to share?
What didn’t work? What happened to create the bad experience?
How did you turn it around?
What was the win in the experience? What did you learn?
How I get things done.
Scheduling on Later and in Creator Studio
Setting up a template
It takes time for the first instance
But then it’s a faster process of swapping out the core video and re-ripping.