WLA 2021 - Digital Programming for Top Results
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Presented at the Wisconsin Library Association 2021 Winter Conference by Morgan Mann, Community Relations Library Assistant at Door County Library. Featuring statistics on the current numbers for social media outreach internationally and within Wisconsin and surrounding states.
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WLA 2021 - Digital Programming for Top Results
- 1. DIGITAL PROGRAMMING Engaging Social Media for Top Results MORGAN MANN
- 2. OVERVIEW Current Environment Platforms Social Media Landscape Post Ideas Real World Examples Building Your Programming Teams Pace Planning Process Tips & Tricks
- 10. “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. - Peter Drucker
- 12. Source: Internet World Stats Facebook usage penetration in surrounding states
- 13. Facebook usage penetration in the U.S., 2017-2026 Source: Statistica
- 14. Distribution of FB users in the U.S. by age, July 2021 Source: Statistica
- 15. ““I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” - David Ogilvy
- 16. What should you post?
- 21. Source: Rival IQ
- 24. Marketing Materials Print Poster IG/FB Story & IGTV Cover FB Event & YT Cover Print Newsletter ALSO: Radio Event Listing Newspaper Event Listing Visitors Bureau Online Event Listings Share Facebook Groups Keyword Tag Belgian Heritage Program
- 25. Belgian Heritage Program Program Results Who was at the program: Zoom = 12 Facebook Live = 8 3-second Views = 756 10-second Views = 223
- 26. Belgian Heritage Program Program Results Audience Retention: Recommendations = 16.7% Followers = 5.88% Shares = 6.49%
- 27. Marketing Materials School Newsletter – sent to 4 districts IG/FB Story & IGTV Cover FB Event Cover ALSO: Print Newsletter, back panel Radio Event Listing Newspaper Event Listing Share Facebook Groups Keyword Tag Kids Craft Bag YT Cover Craft Kit Cover
- 28. Kids Craft Bag Program Results Who was at the program: Not live / pre-recorded 3-second Views = 475 10-second Views = 138
- 29. Kids Craft Bag Program Results Audience Retention: Recommendations = 0% Followers = 6.06% Shares = 1.89%
- 30. Marketing Materials Print Poster IG/FB Story & IGTV Cover FB Event & YT Cover Newspaper Ad ALSO: Radio Interviews Newspaper Event Listing & Articles Beanstack Display Case & Window Display Own Website Pinterest Board Outdoor Banner Sponsor Sharing of Materials NEA Big Read Kickoff Event Booklet
- 31. NEA Big Read Kickoff Program Results Who was at the program: Zoom = 49 Facebook Live = 212 3-second Views = 1,445 10-second Views = 230
- 32. NEA Big Read Kickoff Program Results Audience Retention: Recommendations = 12.5% Followers = 17% Shares = 0%
- 33. It takes a team!
- 34. Digital Programming Team In addition to hardware like tripods, microphones, screens, laptops and projectors, you also need people power and good internet connection. ♦ In-person + Zoom + Social Media Broadcast At least 2 people: Person A – handles in-person people and the speaker. Person B – handles Zoom & Social Media ♦ Zoom + Social Media Broadcast Can do it with one person. Record with Zoom. Post or schedule to post inside FB group or main page, YT and IG.
- 35. “Those who dare to fail miserably can achieve greatly.” - John F. Kennedy
- 36. Responses to the poll Poll: What scares or excites you about virtual programming?
- 37. Poll: What scares or excites you about virtual programming? ♦ Excited because: Can reach audiences that can’t make it to in-person. Reaching more people. Reaching different audience.
- 38. Poll: What scares or excites you about virtual programming? ♦ Scared / Concerned because: Technical Lost connection Not being able to control technology glitches in the moment The speaker doesn’t know tech Audience Reaction Parents and kids might be overwhelmed with too much screen time Seeing lower attendance than we had at first Rural community / not engaged Being judged by peers and community. Resources: Time Lack of perpetration. Lack of feedback, not sure if efforts are successful Esoteric It’s out there forever. I put a lot of work into something and no one shows up.
- 39. PACE Planning Primary Action Alternative Contingency Emergency
- 40. What was your worst program?
- 41. Software, Apps, and Websites ♦ Adobe InDesign ♦ Adobe Illustrator ♦ Adobe Photoshop ♦ Adobe Rush ♦ Microsoft Word ♦ Layout ♦ Boomerang ♦ YouCut Video Editor ♦ Creator Studio ♦ Repost Video Downloader ♦ (FB) Business Suite ♦ Later.com ♦ Canva
- 42. ♦AdobeMax – Free virtual conference with video tutorials ♦Articles in the Whova app ♦Watch others doing things well, not just in other libraries, but in other industries ♦Join marketing groups on social media Where to Learn More
- 43. THANK YOU LinkedIn in/morganmann Facebook & Instagram @DoorCountyLibrary Email mmann@DoorCountyLibrary.org Phone 920-743-6875
Notes de l'éditeur
- Facebook 39/39 Instagram 30/39 YouTube 24/39 Others: Other 6/39, 15% Twitter Snapchat Pinterest Discord LinkedIn Reddit Tiktok 2/39, 5%
- Source: https://www.pewresearch.org/fact-tank/2021/06/01/facts-about-americans-and-facebook/
- Source: https://www.pewresearch.org/fact-tank/2021/06/01/facts-about-americans-and-facebook/
- Source: https://www.pewresearch.org/fact-tank/2021/06/01/facts-about-americans-and-facebook/
- Source: https://sproutsocial.com/insights/facebook-stats-for-marketers/
- Source: https://sproutsocial.com/insights/facebook-stats-for-marketers/
- This is how many we have in surrounding states ADD UP NUMBER These are our patrons. Wisconsin info: Population = 5,851,754 -- 2020 census Population % of the USA = 1.8% Internet Users 2010 =4,744,417 – June 2010 Internet Penetration = 83% Facebook users = 2,702,120 -- March 2011 Facebook Penetration = 47.3% -- March 2011 Illinois Facebook users = 6,941,720 Facebook Penetration = 53.2% Indiana Facebook users = 3,000,520 Facebook Penetration = 46.2% Iowa Facebook users = 1,502,500 Facebook Penetration = 49.4% Michigan Facebook users = 4,628,260 Facebook Penetration = 45.9% Minnesota Facebook users = 2,586,180 Facebook Penetration = 48.6% Source: https://www.internetworldstats.com/unitedstates.htm
- Source: https://www.statista.com/statistics/408971/number-of-us-facebook-users/
- Distributing that number by age, you see this. And as of July 2021, female users aged 25 to 34 years were the biggest group of Facebook users in the United States, accounting for 13.2 percent of the social network's user base. How do you engage with a female 25-34? - What books are popular, movies? - What life circumstances are they living? - Can you think of any posts that could relate? Source: https://www.statista.com/statistics/187549/facebook-distribution-of-users-age-group-usa/
- Source: https://sproutsocial.com/insights/facebook-posting-tips/
- Source: https://sproutsocial.com/insights/best-times-to-post-on-social-media/
- Source: https://sproutsocial.com/insights/facebook-stats-for-marketers/
- Source: https://sproutsocial.com/insights/best-times-to-post-on-social-media/
- Source: https://www.rivaliq.com/blog/social-media-industry-benchmark-report/
- These are the Facebook numbers
- The PACE Planning concept comes from the emergency services and military world. This mindset helps you plan for the problems that arise and keep you up a night before your program. Let’s plan out an event. Your Primary Action is how you want the event to go at it’s best. You’re going big -- an in-person, interactive meeting software like Zoom and you’re pushing to Social Media like Facebook or YouTube Live. You have all of the software, hardware, and people power to pull off a great event. The speaker is comfortable with technology and comes to your event early. The marketing of your event works and you have 50+ attend both in-person and/or virtually You won’t have any hecklers or bad actors in your audience. Everything goes off without a hitch. We all want that. But if this is as far as your planning goes, then you’ll be nervous and unprepared for things that will inevitably come up. So this is where your second step comes in. What’s your alternative plan? Say Zoom fails to push to Facebook or YouTube. Now what? Your alternative is that you have a post ready saying there’s technical difficulties. We’ll be back soon or a recording will be made available with 24-72 hours from the program, and You continue on with the program happening inside of Zoom. What if Zoom fails? This situation is now moving toward your contingency plan. It’s live! (And with a recording situation hopefully – your phone, an iPad – it’s all in your plan!) You’ve done this before … most likely before covid and these high expectations, you didn’t have all of these wheels in motion. Speaker, Zoom, Social Media. So do what needs to be done to make it the best experience for the circumstance. Pay attention to the audience in your in-person space. Record the event, and post it later. If you’ve reached the Emergency stage, remember that these things have happened before. Bad weather has canceled a program. An ill speaker has canceled a program. Patrons have experienced this before. They could be disappointed, but you can offer to reschedule the event, provide a hand-out with the learning materials, or XYZ
- Would anyone like to share? What didn’t work? What happened to create the bad experience? How did you turn it around? What was the win in the experience? What did you learn?
- How I get things done. Scheduling on Later and in Creator Studio Setting up a template It takes time for the first instance But then it’s a faster process of swapping out the core video and re-ripping.