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 Personal/community interactions and self-publishing Businesses: to engage, promote, establish relationships Becoming “traditional” channels for communications and customer service
on Social
on Social Part of a broad multi-channel engagement and service strategy Promotion & outreach Information & service delivery Customer service Media and public relations Accessibility
on Social Connect with Us twitter.com/torontolibrary flickr.com/torontopubliclibrary facebook.com/torontopubliclibrary torontolibrary.ca/e-news youtube.com/torontopubliclibrary torontolibrary.ca/blogs pinterest.com/torontolibrary torontolibrary.tumblr.com linkedin.com/company/toronto- instagram.com/torontolibrary public-library
Top Channels – Engagement to date 32,700 31,000 12,200 2,230 Over 1 million views!
Pinterest • 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 Instagram • Mobile photo/video sharing tool • Branch photos, Special Collections, user-generated content • 2,400+ followers, 18-29
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
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
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%
Content Marketing – Blogs 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
Governance & Process
Tools and Resources • TPL policies and editorial guidelines guide practices • Staff Training • Email address for staff input • Online Editorial Calendar • Hootsuite – Social Media Management Dashboard
Online Editorial Calendar
Monitoring & responding
Emergency & exception communications Online and social media key to prompt communications of service interruptions Designated staff, protocol, and guidelines to manage communications
The Power of Social
Power of Social Media
Power of Social Media
Power of Social Media Generates media stories
Power of Social Media Easy way to share new services across multiple social media platforms
Power of Social Media Nurtures customer engagement in a timely and relevant way Powerful way to make connections
Increase brand awareness Cost-effective Instant customer feedback Benefits of Online Improve customer & Social for TPL service Reach new audiences Traffic to TPL’s website that results in program attendance, holds placement + Opportunity to highlight staff expertise
Thank You
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