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Social Media Bootcamp--NICCL

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1) How to Fail at Social Media
a) How to fail when you’re just starting out
b) How to fail while doing social media
c) How to fail when responding in social media
d) Summary & questions
***BREAK***
2) Fine-Tuning Facebook
a) Why Facebook matters to libraries
b) Profiles versus pages
c) Facebook profile tweaks
d) Facebook features
e) Facebook Timeline and options
f) Facebook strategies that work
g) Facebook strategies that don’t work
h) Working with Facebook Insights
i) Examples of the good, the bad and the ugly
j) Summary & questions
***BREAK***
3) Tweaking Twitter
a) Twitter stats you actually should know
b) Things to stop doing on Twitter
c) Ways to do Twitter right
d) Tweet makeovers
e) Summary & questions
***BREAK***
4) Putting It All Together
a) Social media myths
b) Social capital
c) Measuring stuff
d) Interactive: rewriting of Tweets
e) Summary & questions

Publicado en: Tecnología, Empresariales
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Social Media Bootcamp--NICCL

  1. 1. Social Media Bootcamp NICCL September 25, 2013
  2. 2. Laura Solomon, MCIW, MLS Library Services Manager, OPLIN @laurasolomon *
  3. 3. "Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better." Avinash Kaushik, Google's analytics evangelist
  4. 4. 1. Ways to FAIL at the START
  5. 5. http://www.flickr.com/photos/nathanwells/867602573/in/photostream/
  6. 6. Profiles matter
  7. 7. Building DOES NOT EQUAL brand
  8. 8. 2. Ways to to fail DURING
  9. 9. You are HERE
  10. 10. Talk to us… …or kiss us goodbye.
  11. 11. http://www.flickr.com/photos/jugbo/3262710210/
  12. 12. Consider these… • Join our new Book Discussion Group! [LINK] • Be a member of our new Patron Advisory Board [LINK] • Try our new research database for your next assignment [LINK]
  13. 13. Consider these: • Please take our brief survey! [LINK] • Crafts and Fun Around the World! Grades K-4, Thursday, 10:30 - 11:30am! Registration Required, Call [PHONE NUMBER] for more information! • Don't forget to register for the Princess Party this Friday! [LINK]
  14. 14. From 2006 to 2010, Harvard spawned 39 start-up companies, 216 patents, and 1,270 faculty inventions. #numberswednesday
  15. 15. Be careful in the heat this week. Stay cool (and classy) with these tips: [LINK]
  16. 16. Check out our hottest summer DVD releases!
  17. 17. Read Dan Porat's The Boy : A Holocaust Story. To be ordered on 11/21
  18. 18. Today at 3:45, we are showing a new release on our BIG projector screen! Hope to see you there. Free, no need to register.
  19. 19. 3. Failing when RESPONDING
  20. 20. Fine-Tuning Laura Solomon Library Services Manager OPLIN
  21. 21. Seriously?
  22. 22. 1/3
  23. 23. ? Yesterday Today Tomorrow
  24. 24. Profile Page Has friends Has fans (likes) Can only go up to 5K friends No limit on “likes” No analytics Has Insights Harder to promote Widgets available ILLEGAL Legal
  25. 25. Profile Page
  26. 26. NOW what?
  27. 27. Reality sets in… 0% 5% 10% 15% 20% 25% 30% 35% 2010 2012 Users following brands
  28. 28. Vanity URL https://www.facebook.com/oplin.org#!/pages /Your-Public-Library/173841629326038 versus http://www.facebook.com/oplin.org
  29. 29. Be complete!
  30. 30. Admin roles
  31. 31. Scheduling posts
  32. 32. What about Questions?
  33. 33. What about custom landing pages? What about custom landing pages?
  34. 34. What’s with Timeline?
  35. 35. Timeline apps
  36. 36. http://mashable.com/2013/01/08/facebook-timeline-change-new/
  37. 37. Pinning & highlighting
  38. 38. Milestones
  39. 39. So…what WORKS?
  40. 40. Think more about PHOTOS
  41. 41. But…change it up
  42. 42. http://www.dreamgrow.com/facebook-cheat-sheet-sizes-and-dimensi
  43. 43. Use albums
  44. 44. Time it properly • 7 am EST • 5 pm EST • 11 pm EST
  45. 45. Length matters
  46. 46. 1. Post 2. Comment 3. Tell us Use the right words
  47. 47. Thank one fan in a really BIG way
  48. 48. Promote outside of Facebook
  49. 49. “Social media has never been inexpensive, just different expensive. But now, the last vestiges of false assumptions about the true cost of social marketing are being wiped away. Facebook’s changes to EdgeRank essentially require that Pages pay a fee to reach more than 15 out of every 100 of their fans. How long until Twitter follows?” Jay Baer, social media expert
  50. 50. Things that DON’T work •Automating posts •Video/photo contest •“Like” blocking •Splitting locations
  51. 51. #skiphashtags
  52. 52. Working with Facebook Insights
  53. 53. Insights overview
  54. 54. Insights by post
  55. 55. Insights--Demographics
  56. 56. Metrics are about the long term
  57. 57. Facebook takes WORK
  58. 58. Laura Solomon, MCIW, MLS OPLIN @laurasolomon (How toprevent Laurafrom unfollowingYOUR libraryonTwitter)
  59. 59. STATS
  60. 60. How many? 0% 2% 4% 6% 8% 10% 12% 14% 16% Use Twitter Use it daily
  61. 61. Tweeters are active 76% post status updates
  62. 62. A LOT of tweets 50 million per DAY
  63. 63. Mostly mobile
  64. 64. FIX THESE
  65. 65. Innovative or creepy?
  66. 66. Stop talking about the library
  67. 67. Don’t be a Debbie Downer
  68. 68. Don’t be a fire hose
  69. 69. Don’t play robot stalker
  70. 70. Don’t address tweets to the wrong people
  71. 71. Don’t exclude followers with @
  72. 72. Don’t ask for DMs
  73. 73. Don’t recreate hashtags
  74. 74. Response time matters
  75. 75. Tweeting a link alone is…
  76. 76. Don’t jump into the stream
  77. 77. Don’t rapid-fire
  78. 78. DOING IT RIGHT
  79. 79. Be clear about who you are
  80. 80. Give glimpses behind the curtain
  81. 81. Be useful
  82. 82. Go local
  83. 83. Reward your followers
  84. 84. Give them attention
  85. 85. Time it right
  86. 86. Give up control
  87. 87. Have a sense of humor
  88. 88. Don’t take yourself too seriously
  89. 89. Be human
  90. 90. It’s not about you
  91. 91. Find the right account
  92. 92. Follow back
  93. 93. Advanced Twitter search
  94. 94. Take the Twitter Audit • Look at your last 20 tweets. How many were @ replies? How many were retweets of other people’s work? • In your last 20 tweets, how many promote your own work versus pointing towards others’ ideas? • Do you have at least one ongoing Twitter search going? (use http:// search.twitter.com to set one up. • Are the tweets you hope will be retweeted under 120 characters so people can retweet them? • Of the people you follow, how many are “influential” in some way, how many are potentially good for referrals, how many are just celebrities? • How often are you tweeting? Is less more? Is more more? Are you burying your good stuff? • How are you feeding Twitter? What are you giving your audience to consume? Do you share interesting articles? Do you point out your lunch du jour? What’s the plan? • Are you autotweeting your post titles? Is that bringing you lots of response? • Have you checked the click-through stats on your short links? For instance, if you use bit.ly, take the URL of anything you’ve posted, copy it to a browser bar, and add a +, like this: “http://bit.ly/iOGhJ2+” , and you’ll see the stats. How are you doing? • How many folks are you gaining a day? Not that this matters greatly, but it sometimes gives you a sense of whether someone’s into what you’re saying. • http://www.chrisbrogan.com/take-a-twitter-audit/
  95. 95. Examples
  96. 96. The online catalog is unavailable this morning due to maintenance. Aw, snap! Catalog is down. We're working on fixing that ASAP.
  97. 97. Mango Languages is a new online resource available to users of all public libraries in our state. It includes a variety... [LINK] Learn a new language. Today. For Free. Online. With your library card. Introducing Mango Languages: [LINK]
  98. 98. National Library Week, April 10-16. [LINK] Who CARES?
  99. 99. Consider these… • Join our new Book Discussion Group! [LINK] • Be a member of our new Patron Advisory Board [LINK] • Try our new research database for your next assignment [LINK]
  100. 100. Join our new Book Discussion Group! [LINK] Can't stop talking about that book you just read? Yeah, us too. Now we've got a group for that: [LINK]
  101. 101. Be a member of our new Patron Advisory Board [LINK] Looking for opinionated folks who want to talk about the library. Cookies at every meeting and a chance to make a difference [LINK]
  102. 102. Try our new research database for your next assignment [LINK] Wikipedia not good enough for your teacher? Show ‘em you're a smart cookie and try a free resource from us [LINK]
  103. 103. I posted 6 photos on Facebook in the album "Cool Crafts 2011” [LINK] Geodomes made with gumdrops, constructed with care by our local kids. See the pics [LINK]
  104. 104. People are REALLY busy
  105. 105. Make sure there’s a payoff for the patron
  106. 106. Social media does NOT equal promotion
  107. 107. Putting It All Together (The things that matter, in the end)
  108. 108. 6 Social Media Myths
  109. 109. Myth #1: Social media is a great marketing tool
  110. 110. Myth #2: It’s quick
  111. 111. Myth #3: It’s cheap
  112. 112. Myth #4: You need to be everywhere
  113. 113. •“Focus less on the venues for where the conversation will happen; focus more on creating the sparks that will ignite it.” •Molly Flat
  114. 114. Myth #5: There are no rules •The 11 Rules of Social Media Etiquette •http://www.digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html
  115. 115. Myth #6: Social capital doesn’t matter
  116. 116. So let’s think about social capital for a bit.
  117. 117. Let’s go back in time…
  118. 118. So how can social capital be EARNED?
  119. 119. Idea #1: Thank them
  120. 120. Idea #2: Post other stuff* •*not yours
  121. 121. RT @patron: Libraries are great! Libraries are great! Idea #3: Retweet @patron @library
  122. 122. Idea #4: Provide stuff of value
  123. 123. Idea #5: Do customer service
  124. 124. Idea #6: Create a viral experience
  125. 125. Know your balance
  126. 126. But…how do you spend it?
  127. 127. •80%:20 %
  128. 128. Ration capital requests
  129. 129. Measuring Stuff
  130. 130. What do you want to achieve? •3. Better reputation •2. More use of expensive resources •1. More people in the doors
  131. 131. Can you benchmark success?
  132. 132. •CONVERSIONS
  133. 133. •“It’s hard to establish show-me- the-money metrics if there are no transactions to paint a picture of consumer intent. “ •Tom Managan, writing about social media ROI
  134. 134. It’s all about behavior
  135. 135. Re-writing posts* *Yes, you have to work now.
  136. 136. What the library wants Great post What the reader wants
  137. 137. We’re looking for a new library trustee [LINK] Not everyone is cut out to be a library trustee—are you? We’re looking for a new one for next year [LINK]
  138. 138. Come to “Local Herbalist Shares History of Herbal Medicines” today at 7pm [LINK] Curious about the history of herbal medicines? Local herbalist tells all at 7pm tonight [LINK]
  139. 139. Check out the Second National Bank’s window on Main St. for a great display put up by staff! It took 2 hours, 4 staff & more than 500 yds of streamers. What do you think of the display we did at the Main St. National Bank? [LINK TO PHOTO]
  140. 140. I posted 6 photos on Facebook in the album “Cool Crafts 2013” [LINK] Geodomes made with gumdrops, constructed with care by our local kids. See the pics: [LINK]
  141. 141. What does this mean to me, Laura?
  142. 142. Your big take-aways for today: 1. Payoffs matter. A lot. 2. Don’t drain your social capital account. 3. Know the goals of measurement, beyond the numbers.
  143. 143. (Absolutely shameless plug)
  144. 144. •Laura Solomon, MCIW, MLS •laura@oplin.org •@laurasolomon •Meanlaura.com Questions? More Information?

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