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How Social Is Your Libary's Web Site?

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Lucy Friedland At Ccsf

A presentation by Darlene Fichter, Librarian at the University of Saskatchewan, and Jeff Wisniewski, Web Services Librarian at the University of Pittsburgh, about creating and evaluating social media campaigns for libraries.

EducaciónTecnologíaEmpresariales
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How Social is Your Web Site? Getting Started with Social Media Optimization and Metrics
[object Object],[object Object],[object Object],[object Object],[object Object],Jeff Wisniewski University of Pittsburgh http:// profile.to/jeffwisniewski / [email_address]
Game Plan ,[object Object],[object Object],[object Object],[object Object],Photo by computerjoe
Poll #1 – Please indicate which of the following social media activities you are regularly use : on the job – please select this if you use these tools to communicate with your users) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Poll #2: How many of you work in organizations that have social media tools available for employees for work purposes (blogs, wikis, social networking, profile pages, mashup central, etc)? ,[object Object],[object Object],[object Object],[object Object]
Why Be Social? ,[object Object],[object Object],[object Object],[object Object]
Why Be Social? ,[object Object],[object Object],[object Object],[object Object],[object Object],Photo by Riot Jane
Why Be Social? ,[object Object],[object Object],[object Object]
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Primary Obstacles ,[object Object],[object Object],[object Object],[object Object],Photo by pigpogm
Social Media Optimization (SMO) ,[object Object],[object Object]
Increase Your Linkability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Make Tagging and Bookmarking Easy http:// addthis.com
Make Your Content Movable and Mixable ,[object Object],[object Object],[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Examples
Encourage User Participation ,[object Object],[object Object],[object Object],[object Object]
Encourage the Mashup ,[object Object],[object Object],[object Object],[object Object]
Mashup example ,[object Object],[object Object],[object Object]
Participate: Join the Conversation Wherever Your Users Are ,[object Object],[object Object],[object Object],[object Object],[object Object]
Be Honest, Be Real and Be Friendly ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Open the phone lines here for questions Photo by fofurasfelinas via Flickr
Developing a Social Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SMART Objectives ,[object Object],[object Object],[object Object]
Increase Traffic Why ? Are you trying to create awareness of your products and services? Do you want to enhance your library's brand online? Do you want to foster and develop stronger ties with the community as a whole or a sector of your community, leading to increased participation? ?
Examples ,[object Object],[object Object],[object Object],[object Object]
Target Audience ,[object Object],[object Object],[object Object]
http://www.pewinternet.org/PPF/r/275/report_display.asp
Social Technographics ,[object Object]
 
Integration ,[object Object],[object Object]
Culture Change ,[object Object],[object Object],[object Object],Photo by kevindooley
Culture Change: Common Concerns ,[object Object],[object Object],[object Object],[object Object],[object Object]
SM Requirements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tips for Selling SM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Capacity ,[object Object],[object Object],[object Object]
Your Social Media Person/People Should Be: ,[object Object],[object Object],[object Object]
Tools and Tactics ,[object Object],[object Object]
[object Object],Photo by Law Keven via flickr
Measurement
Gosh, This is Hard! ,[object Object]
What You’re Not Measuring… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Measurement ,[object Object],[object Object]
What You Are Measuring… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object]
Outcome ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Experience ,[object Object],Listen Engage Converse Take action
The Experience Metric ,[object Object],[object Object],You LIKE me, you REALLY like me!
Five Things to Get Started ,[object Object],[object Object],[object Object],[object Object],[object Object],1 2 3 4 5
 
Monitor Search Engine Results ,[object Object],1 TIP: In addition to including social media, other ways to boost your page rank include using good descriptive page titles and properly using HTML heading tags <h1>, <h2>, <h3>
Google Results – Hennepin County Public Library + + ?
Monitor Social Media Search Engine Results ,[object Object],[object Object],[object Object],[object Object],2
Technorati For blogs and feeds Authority score: the number of distinct blogs linking to you in the past six months, favorites (i.e. your fans) and your blog's rank (Quantitative) Qualitative: Which blogs are linking to you? Are they blogs that your target audience reads and respects? Are readers able to see the blogger as someone &quot;who is like me&quot;? technorati.com
delicious Is your content bookmark-worthy? Use delicious built-in statistics to monitor links to your content, tags and notes. Go to delicious, search for your library, project, or service, and see how many people have bookmarked it (quantitative), when, and see what if any comments have been posted (qualitative). delicious.com
[object Object],[object Object],[object Object],[object Object]
Create alerts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3
Google Analytics and Clicky for Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],4 www.google.com /analytics/ getclicky.com
Clicky Chart
Assess the Nature and Sentiment ,[object Object],[object Object],[object Object],[object Object],5 Photo by Funkyah
Open the phone line up for questions Photo by Law Keven via flickr
Next Webinar… ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]

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How Social Is Your Libary's Web Site?

  • 1. How Social is Your Web Site? Getting Started with Social Media Optimization and Metrics
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  • 13. Make Tagging and Bookmarking Easy http:// addthis.com
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  • 22. Open the phone lines here for questions Photo by fofurasfelinas via Flickr
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  • 25. Increase Traffic Why ? Are you trying to create awareness of your products and services? Do you want to enhance your library's brand online? Do you want to foster and develop stronger ties with the community as a whole or a sector of your community, leading to increased participation? ?
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  • 53. Google Results – Hennepin County Public Library + + ?
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  • 55. Technorati For blogs and feeds Authority score: the number of distinct blogs linking to you in the past six months, favorites (i.e. your fans) and your blog's rank (Quantitative) Qualitative: Which blogs are linking to you? Are they blogs that your target audience reads and respects? Are readers able to see the blogger as someone &quot;who is like me&quot;? technorati.com
  • 56. delicious Is your content bookmark-worthy? Use delicious built-in statistics to monitor links to your content, tags and notes. Go to delicious, search for your library, project, or service, and see how many people have bookmarked it (quantitative), when, and see what if any comments have been posted (qualitative). delicious.com
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  • 62. Open the phone line up for questions Photo by Law Keven via flickr
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Notas del editor

  1. Pay attention to blog post comments, respond authentically, take appropriate action YouTube video comments: monitor them and change course as needed
  2. Chart combining two metrics: number of social media “items” in Google top 20, library and user generated (quantitative) and tone of conversation (qualitative).
  3. More and more companies are monitoring the chatter of microbloggers to catch bug reports, complaints and positive buzz as it pops up. For example, Comcast has set up a social media team that monitors sites such as Twitter and responding quickly to complaints. JetBlue&apos;s PR manager responds to tweets about the company, and Southwest Airlines has a social media team that monitors Twitter, Facebook group, blogs, and other social media. advanced search features a local search option: find book near &amp;quot;place name&amp;quot; or &amp;quot;summer reading&amp;quot; near &amp;quot;place name&amp;quot;.
  4. As it happens will give you a sense of how long it takes to make it into the SM space Can become overwhelming, so change to once a week eventually
  5. Conversion funnel…such as signing up for a program, subscribing to a blog newsletter or RSS feed, requesting a particular book, downloading a report, etc. Clicky: While they don&apos;t track every single social media site out there, they do cover all the biggies like Facebook, MySpace, Twitter, Pownce, StumbleUpon, Flick and Digg, to name a few.