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Social Media Marketingfor Libraries
Neil Infield – Manager Business & IP Centre
neil.infield@bl.uk@ninfield (twitter)britishlibrary.typepad.co.uk/business
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
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
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
What is Social Media really?
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 – ?
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
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
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
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
Work with your neighbour to complete pages 1 and 2 of the hand-out
Developing your Social Media strategy
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
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
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
Blogging for everyone
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
• 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
$500m loss!
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
AlwaysRonsealyourblogtitles
Put the ‘good stuff’ in the first paragraph
• 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
Share your blog posts
How often should you blog
http://blog.hubspot.com/
But does it really work?
Yes it does
My original post
My follow-up post
“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-With-Video.aspx#ixzz2NMs3aw5H
Facebook Students
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
Crowdsource your products and services
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 viewe.g. yoga trainer on diet and exercise
What content should you post?
• 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
• What content has the biggest impact? - do more of the same
• Are people actually spending timeon your website?
• Vanity metrics aren’t good for business - only your ego
Manage and keep track
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)
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)
What can you fit into 140 characters?
• 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?
• 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?
• 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
• 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
• 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
•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
•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
UK
• 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
• Good for consultants, trainers and professions
• Great for B2B businesses
• Research and engage with potential customers
• Check out your competitors
• Get recommendations
• 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
• 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
• 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
• 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?
http://uk.businessinsider.com/what-happened-to-google-plus-2015-4
• People love moving images
• Google loves videos
• Demonstrate how things work
• Share your knowledge
YouTube
• 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
Hootsuite for monitoring content
Buffer for scheduling content
Share good stuff with
Share good stuff with
The newstandardfor websites...
• 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
Stay focussed
Keep away from the lolcats
• 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
• 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
Source:@DaveFriedel
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