Fifty Shades of Devon Libraries: Membership Campaign February 2013

@lmbowler@DevonLibraries

Fifty Shades of Devon Libraries:

Membership Campaign

February 2013

Our aims & targets

• Celebrate libraries

• Encourage new people to join

• Experiment with social media

• Join 1,000 new people for Nat Libraries Day

• Join 3,000 people during February

Experimenting….

• New ‘conversation’ with customers

• Showcase full range of services

• Evolve our ‘tone of voice’

• Drive people to our website

• Engage more staff in social media

• Experiment with different tools

What did we do?• Pre-programmed series of tweets

• Roving team of staff tweeting on NLD• Agreed a set of hashtags and procedures

• #lovemydevonlibrary

• Collaborated with DCC Comms & Marketing

• Linked with Influential Tweeters• Retweeted the ‘hearts’ comments during

Valentine’s Day

Themed Tweets

• Encourage engagement

• Fun– #funnythingsusedasbookmarks– #strangebookrequests

• Quirky takes on libraries

• Promote wider range of services:– Ebooks, Ancestry.com, Wi-Fi

Councillor Roger CroadCabinet Member for Community and

Environmental Services

Celebrating libraries

#Lovemydevonlibrary

Impact• Over 1,000 people joined during the week

• 106 people joined online

• 1,156,728 impressions on Twitter!

• 3,219 during Feb, 30% increase on 2012

• 762 interactions via Twitter

• More informal interactions with customers

• Unexpected media coverage via BBC Radio Devon & Heart FM

Wider impact

• Growth in confidence & skills

• Trended nationally

• Approached by other local authorities

• Increased traffic to our website

• Reached non-users

Things to consider

• Clear aims and evaluation

• A national hook or campaign

• Needs a ‘call to action’

• Agreed tone of voice

• Most interactions happen out of hours!

• Skills and confidence of staff

• Consider risks and mitigation

Thanks for listeningAny Questions?

@DevonLibraries@lmbowler

lynda.bowler@devon.gov.uk