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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
Becoming “traditional” channels for
communications and customer service
Personal/community interactions and self-publishing
Businesses: to engage, promote, establish
relationships
on Social
Part of a broad multi-channel engagement
and service strategy
on Social
Promotion & outreach
Information & service delivery
Customer service
Media and public relations
Accessibility
instagram.com/torontolibrary
torontolibrary.tumblr.com
Connect with Us
on 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
32,700
31,000
2,230 Over 1 million views!
12,200
Top Channels – Engagement to date
• 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
• 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%
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
Governance & Process
• 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
Online Editorial Calendar
Monitoring & responding
Online and social media key to prompt
communications of service interruptions
Designated staff, protocol, and guidelines to
manage communications
Emergency & exception communications
The Power of Social
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
Power of Social Media
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
Thank You