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Presentation by Lynda Bowler from Devon Libraries at the PPRG seminar in Birmingham on 8 November 2013.
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@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