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2016 Social Media Update: Engaging Customers in the Digital Age
Toronto Public Library Board January 25, 2016
Presented by
Engaging Customers in the Digital Age Toronto Public Library Board - - PowerPoint PPT Presentation
Engaging Customers in the Digital Age Toronto Public Library Board - - PowerPoint PPT Presentation
2016 Social Media Update: Engaging Customers in the Digital Age Toronto Public Library Board January 25, 2016 Presented by Linda Hazzan Director, Communications, Programming & Customer Engagement The Evolution of Social
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- n Social
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Part of a broad multi-channel engagement and service strategy
- n Social
Promotion & outreach Information & service delivery Customer service Media and public relations Accessibility
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instagram.com/torontolibrary torontolibrary.tumblr.com
Connect with Us
- n Social
linkedin.com/company/toronto- public-library torontolibrary.ca/blogs torontolibrary.ca/e-news flickr.com/torontopubliclibrary pinterest.com/torontolibrary youtube.com/torontopubliclibrary facebook.com/torontopubliclibrary twitter.com/torontolibrary
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32,700 31,000 2,230 Over 1 million views! 12,200
Top Channels – Engagement to date
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SLIDE 9 Pinterest
Instagram
- Visual discovery tool to find ideas for
projects and interests
- Branch photos, children’s content,
Special Collections, Digital Innovation Hub, Appel Salon
- 2,300+ followers
- Mobile photo/video sharing tool
- Branch photos, Special Collections,
user-generated content
- 2,400+ followers, 18-29
SLIDE 10 LinkedIn
- Business-oriented social
networking tool
- Small business and career & job
search resources
- 3,950+ followers
Tumblr
- Microblogging platform and social
networking website
- Youth related and fandom
content
- 3,550+ followers, teens
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Periscope
- Live video streaming and broadcasting service
by Twitter
- Appel Salon programs and special events
- 694 followers
Branches, services & staff accounts
- Nine branch Twitter accounts
- Branch and service Facebook accounts
- TPL Teens, Book Buzz
- Staff, City Librarian accounts
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Email Marketing What’s On at the Library
- 12,200+ subscribers to date
- Avg. open rate: 42.2% (vs. 27.5%
industry rate)
- Avg. click-through rate: 25.7% (vs.
4.0% industry rate)
- 5100+ holds placed
- 83,500 visits to TPL’s website
Teen eNewsletter
- Launched in 2014
- 1000 subscribers to date
- Avg. open rate: 47.0%
- Avg. click-through rate: 22.2%
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Introduced online and social media policy, editorial guidelines and calendar Mandatory training for 200 bloggers Curation of homepage blog links CPCE team working directly with bloggers
290% referrals to website 289% # of holds placed
Content Marketing – Blogs
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Governance & Process
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- TPL policies and editorial guidelines guide
practices
- Staff Training
- Email address for staff input
- Online Editorial Calendar
- Hootsuite – Social Media Management
Dashboard Tools and Resources
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Online Editorial Calendar
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Monitoring & responding
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Online and social media key to prompt communications of service interruptions Designated staff, protocol, and guidelines to manage communications
Emergency & exception communications
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The Power of Social
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Power of Social Media
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Power of Social Media
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Generates media stories
Power of Social Media
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Easy way to share new services across multiple social media platforms
Power of Social Media
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Nurtures customer engagement in a timely and relevant way Powerful way to make connections
Power of Social Media
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Increase brand awareness Cost-effective Instant customer feedback Improve customer service Reach new audiences Traffic to TPL’s website that results in program attendance, holds placement + Opportunity to highlight staff expertise
Benefits of Online & Social for TPL
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