Targeting Audiences on Social Media
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Targeting Audiences on Social Media
- 1. Targeting and Tracking Audiences on Social Media Presented by: Ana-Maria Critchley Mabel Ho
- 2. Part of a broad multi-channel engagement and service strategy on Social Promotion & outreach Information & service delivery Customer service Media and public relations Accessibility
- 3. instagram.com/torontolibrary torontolibrary.tumblr.com Connect with Us on Social linkedin.com/company/toronto- public-library
- 4. on Social Pinterest • Visual discovery tool to find ideas for projects and interests • Established in 2012 • 2,700+ followers • CPCE/Special Collections/Arts Staff • Branch photos, children’s content, Special Collections, Digital Innovation Hub, Appel Salon
- 5. on Social Instagram • Mobile photo/video sharing tool • Simple way to capture and share TPL’s moments • Established in 2014 • 6,075+ followers • 18-29 • Branch photos, Special Collections, user generated content
- 6. on Social LinkedIn • Business-oriented social networking tool • Established in 2014 • 4,690+ followers • Small business and career & job search resources
- 7. on Social Tumblr • Microblogging platform and social networking website • Established in 2014 • 3,630+ followers • Teen audience • Teen Social Media Team • Youth related and fandom content
- 8. on Social Periscope • Live video streaming and broadcasting service by Twitter • Established in 2015; 865 followers • Appel Salon programs and special events
- 9. on Social SoundCloud • Audio platform • Established in 2016; avg. 200-400 plays • Appel Salon programs, Hear- a-Story
- 10. on Social Reddit • First Ask Me Anything (AMA) in July 2016 • Official TPL account (TPL_On_Reddit) • Broad TPL content and community participation
- 11. on Social • @TPLFortYork • @TPLBloorGladstone • @TPLScarbCentre • @TPLParkdale • @TPLRiverdale • @TPLWeston • @TPLJonesBranch • @TPLWychwood • @TPLAlbion • Toronto Reference Library (FB) • North York Central Library (FB) • @TPLTeens • @TPLBookBuzz • @vbowlestpl • Other staff Branches, services and staff
- 12. 34,800 35,300 2,640 Over 1 million views! 13,600 on Social Followers to date
- 13. on Social 32,700 28,500 17,300 12,000 5,771 4,555 31,000 12,333 12,000 12,100 1,375 4,076 Toronto Public Library Edmonton Public Library Halifax Public Library Calgary Public Library Ottawa Public Library Hamilton Public Library Followers and Likes vs. Canadian Public Libraries
- 14. on Social 32,700 17,900 17,500 13,000 11,300 31,000 26,671 49,404 14,400 17,227 New York Public Library Toronto Public Library Boston Public Library Chicago Public Library L.A Public Library San Francisco Public Library Followers and Likes vs. American Public Libraries773,000 229,360
- 15. on Social 207,000 128,000 32,700 31,100 21,100 78,749 62,054 31,000 25145 34,679 Art Gallery of Ontario Royal Ontario Museum Toronto Public Library Harbourfront Centre Ontario Science Centre Followers and Likes vs. Industry Organizations
- 16. • Social Media Team Regular bi-weekly team meetings Reviews and plans editorial content Discuss new developments and opportunities • Answerline Department monitors and responds to questions during operational hours Communications staff responsible for campaigns, sensitive topics, media stories, and customer engagement Teams and Processes
- 17. 17 Social Media Monitoring & Responding Tracking Conversations and Issues
- 18. Common questions & comments
- 19. Common questions & comments
- 20. Common questions & comments
- 21. Common questions & comments
- 24. Case Study
- 25. Case Study
- 26. Case Study
- 27. Case Study
- 28. Social Media Campaign TPL Stories
- 29. 29 Measurement & Reporting Tools and Dashboards
- 36. Google Analytics Network Referrals Jan 1 – Sep 30, 2016
- 37. Google Analytics Hold placement Jan 1 – Sep 30, 2016
- 38. TPL Social Media Dashboard
- 39. Key Metrics Conversion Engagement Visits and pageviews to channel Followers Referrals to TPL website Mentions Holds placed Shares, retweets, likes, favourites, comments Program attendance Click-throughs Content performance, campaign results, customer satisfaction, community management
- 40. Thank You Ana- Maria Critchley amcritchley@torontopubliclibrary.ca Twitter: @amcritchley Mabel Ho mabelho@torontopubliclibrary.ca Twitter: @mabel_ho
Notes de l'éditeur
- When we first started using social media tactics, we basically pushed content out to people. However, after several years, we have learned to take a more holistic approach so our customers experience the library offline and online in an integrated sort of way. Strategically, instead of tacking on social media to an activity, we look to integrate it into what we’re already doing in other channels, making it simply an extension of what we are doing all of the time. The library focuses its online communication and social media activities to achieve a number of organizational goals, which are to: Promote and raise awareness of our services Deliver information and other library services Improve and support customer service excellence And support our media and public relations activities These channels also make our staff and services more accessible to our customers. Mention that, in 2013 we developed and rolled out a comprehensive Online and Social Media policy that outlines expectations and directives of staff and customer interactions through online and social media channels. An extension of the library’s welcoming and supportive service environment. Risk management. Terms of Use.
- Mabel Toronto Public Library is currently active on 10 online communication and social media channels, which support these objectives. We began experimenting on these channels as far back as 2007, when we first started blogging on the TPL website. These channels help us find new and engaging ways to extend the reach of our collections, programs and services to the widest possible audience. They also let us build the library’s presence beyond our own website, going to where our customers are rather than always having them come to us. ----- Blogs 2007 YouTube 2008 (april) Facebook 2008 (aug) Twitter 2009 (jan) Flickr 2009 (sept) E-newsletter 2010 (dec) Pinterest 2012 (june) Instagram 2014 (march) Tumblr 2014 (march) LinkedIn 2014 (march)
- Mabel Over the last 3 years, we’ve launched a few new channels. Pinterest, which we established in 2012, is an image-collecting site that helps users find ideas for projects and interests. We have over 2,700 followers and we use this channel to highlight our branches, special collections, children’s content, creations from our Digital Innovation Hubs, the Appel Salon space and more. The content is managed by CPCE staff, Special Collections and Arts staff.
- Mabel Instagram is a mobile photo and video sharing tool which has really taken off in the last couple of years. It’s a simple way to capture and communicate TPL’s moments with our customers. We launched our Instagram account last year, and we currently have over 6,075 followers. The demographics of Instagram users is typically younger than the users on Twitter and Facebook – 18-29. We feature a mix of content including branch photos, special collections, and user generated content. We’ve also started using more high quality photographs by our photographer. It’s the perfect platform to tell the story of the library in a visual way.
- Mabel LinkedIn is a business-oriented networking tool that enables companies to have a page for LinkedIn members to learn about the business’s brand and job opportunities. We launched our page last year and it’s become a popular site for users to receive small business, career & job search resources from the library. We have close to 4,690 followers on this channel.
- Mabel Tumblr is a microblogging platform and social networking site which is particularly popular with teens. The channel was established last year alongside our teen social media team and it features mostly youth related and fandom content. The account is primarily managed by our teen social media team comprised of teen-focused library staff across the system. It has 3,630+ followers.
- Mabel Periscope is a live video streaming and broadcasting service by Twitter. We started broadcasting our Appel Salon programs and special events last year including the opening of the Scarborough Civic Centre Branch, TPL100, Carrie Brownstein and David Suzuki at the Appel Salon. We have over 865 followers. Periscope recently announced that Twitter users can now watch broadcasts right within the Tweet – you don’t need the Periscope app or the account.
- Mabel SoundCloud is an audio platform that we started using this year to create podcasts of our Appel Salon programs – we strip out the audio from the videos that we capture for YouTube. It’s an easy way for us to reach a new and different audience. As some of you may already know, podcasts are on the emerging trend due to popular podcasts like Serial and StartUp. We haven’t posted many podcasts yet but on average, we receive about 200-400 plays for each track. We’d like to experiment in the future with creating original content – NYPL’s “The Librarian is In”; “Library Stories”
- Mabel Reddit Toronto is a huge bulletin board community: opinionated, engaged, low BS tolerance. NOT traditional library users. Moderators enforce community rules. You can visit without being a member. Members are anonymous. Reddit is a meritocracy - posts and comments get upvoted or downvoted. Reddit does not welcome institutional or corporate membership and it actively guards against vested self promotion posts. The day of the AMA we had staff from several divisions who answered questions for the 3 hours and 2 reddit mods who supported the event. Our City Librarian dropped in, answered an ebook question and sent out a tweet. This large group of staff each brought specific expertise which we felt was respectful to the reddit community.
- Mabel In addition to our corporate channels, library branches, services and staff are also on social media. All of these accounts contribute to TPL’s overall social media presence and they also increase our reach to our customers.
- Mabel Twitter and Facebook are our largest social media channels We’ve seen a steady follower growth over the years, with increased interactions when we have a campaign or if there is a hot topic in the news At the end of 2014, we reached a total of 1 million video views on our YouTube Channel! Our smaller channels, LinkedIn and Tumblr, have focused content for specific audiences, such as small business and job search information for LinkedIn and youth content for Tumblr Comparison is from January – December 2015 vs. January – December 2014
- Mabel When comparing TPL’s Twitter followers to other Canadian public libraries, TPL has the largest following. This is also the case for Facebook, where TPL has the largest number of likes. It’s also interesting to note the popularity of Twitter over Facebook for specific Canadian cities, e.g. EPL. For TPL, the growth of Twitter and Facebook followers have remained relatively the same over the years.
- Mabel When comparing TPL’s Twitter following to American public libraries, TPL has a relatively large following - with the exception of NYPL, whom has a very large following! This is also similar when comparing Facebook likes.
- Mabel We thought it would be interesting to also take a look at how TPL compares to industry related organizations in Toronto.
- Mabel We established a social media team this year comprised of CPCE staff (project leader, stakeholder relations manager, comm officers, M&C assistant) who represent different areas of the organization and also our photographer as social has become much more visual. Answerline was brought on in 2013 to assist us in monitoring and responding to questions. (Mention it was an extension of their current work and made sense since they have access to our knowledge base; briefly mention training – e.g. there were concerns on the part of staff about taking on this responsibility, so we took it slow and provided a great deal of support and oversight; didn’t take long for them to get comfortable as they realized that it was not dissimilar to how they provide customer service through other channels, and as they became comfortable with the voice, tone and customs of the channel CPCE staff are responsible for ongoing customer engagement and will jump in whenever there are sensitive topics, arising media stories and organized campaigns. Mabel Our social media team meets regularly every two weeks to review and discuss plans for editorial content and discuss new developments on the various social media channels, interesting industry related campaigns, and new opportunities for TPL. We also receive input from staff across TPL including the Online Editorial Committee (comprised of staff from branches, support services and committees – e.g. collections, innovation hub). We also actively share the content generated by branch/service accounts and staff also supply content for our channels.
- Mabel In many cases customer service online looked a lot like it did through other channels. Could be account related, or about our collections, or other services …
- Mabel
- Mabel But questions can come in other forms, and present opportunities not only to provide good customer service, but preempt concerns and correct misconceptions
- Mabel Monitoring conversations and trends on your channel can give you the opportunity to proactively provide good customer service and again prevent complaints and concerns.
- Mabel We’re using a personalized Hootsuite dashboard to manage multiple networks (Twitter, Facebook, YouTube, Instagram, LinkedIn etc.) and profiles. There are many tools that are available but we’ve been using Hootsuite and it’s working for us. The dashboard is shared between CPCE and Answerline staff for monitoring and responding. It open lines of communications between both departments. We evolved to this.
- Mabel We’re using a personalized Hootsuite dashboard to manage multiple networks (Twitter, Facebook, YouTube, Instagram, LinkedIn etc.) and profiles. There are many tools that are available but we’ve been using Hootsuite and it’s working for us. The dashboard is shared between CPCE and Answerline staff for monitoring and responding. It open lines of communications between both departments. We evolved to this.
- Mabel
- Mabel A few Answerline staff responded to the customer on Twitter. Unaware of the offline conversations Took it offline – provided instructions to Answerline staff. Answerline staff took lead, contacted branch staff, finance, etc. and crafted response.
- Mabel A few Answerline staff responded to the customer on Twitter. Unaware of the offline conversations Took it offline – provided instructions to Answerline staff. Answerline staff took lead, contacted branch staff, finance, etc. and crafted response.
- Mabel
- Ana-Maria A collection of short stories that highlight what Toronto Public Library means to our users, staff, and communities.
- Mabel We’re using a personalized Hootsuite dashboard to manage multiple networks (Twitter, Facebook, YouTube, Instagram, LinkedIn etc.) and profiles. There are many tools that are available but we’ve been using Hootsuite and it’s working for us. The dashboard is shared between CPCE and Answerline staff for monitoring and responding. It open lines of communications between both departments. We evolved to this.
- Content performance, community management, campaign results, customer satisfaction
- Mabel Although information requests have gone down in the last couple of years, the channels in which customers are contacting us remain steady. In person 2013 - 5,692,134 (87.5%) 2014 - 5,696,515 (88.4%) 2015 - 4,131,493 (88%) Telephone 2013 - 776,599 (11.9%) 2014 - 713,018 (11.1%) 2015 - 543,279 (11.5%) Online (+ social media) 2013 - 39,082 (0.6%) 2014 - 33,460 (0.5%) 2015 - 21,521 (0.5%)
- Ana-Maria More and more, customers are turning to online and SM channels to find service information, especially during emergency situations - ice storm, flooding, blackouts. But also elevators not working, individual branch closures, etc., website down For online service interruptions even more of an expectation that we are monitoring, listening, responding. Communications protocols are important when updating across multiple channels, especially when the situation is fluid
- Ana-Maria And on Facebook and Twitter And they can be branch-specific, indicating service interruptions
- Mabel Since we launched our What’s On at the Library e-newsletter back in 2010 we’ve seen a steady subscribers growth – with over 12,200 subscribers to date. Our average open rate is 42.2% compared to 27.5% industry rate (this is for the nonprofits, associations & government sector). Average click-through rate is 25.7% vs. 4.0 % industry rate. (very good numbers!) Last year, our e-newsletters generated 5100+ holds on our collections and over 83,500+ visits to TPL’s website. We also launched a new teen enewsletter last year to reach teens, TPL staff and educators that interact with teen audiences. Subscribers are steadily increasing and the average open rate and click-through rate are on par with the What’s On at the Library e-newsletter. Reference: http://www.silverpop.com/marketing-resources/white-papers/all/2015/email-metrics-benchmark-study-2015/ Industry open rates are for nonprofits, associations & government sector Retail & Ecommerce at 18.3% Schools & Education at 27.2% Click through rates are for nonprofits, associations & government sector Retail & Ecommerce at 2.9% Schools & Education at 4.6%
- Mabel As you’re aware, we’ve started to take incremental steps to improve our online content. We introduced our online and social media policy, editorial guidelines, and online editorial calendar. We delivered mandatory blogging training to over 200 bloggers, focusing on writing for the web, copyright, and accessibility. Since June of 2013, we began to curate the homepage blog links, selecting the timely, relevant and well-written posts for the homepage. We’ve seen a significant increase in referrals to the library’s website and the # of holds placed as a result of curation. From June 23, 2014 – June 7, 2015 Referrals to website 403,711 in 2014 vs. 103,577 in 2013 (increase of 290%) Holds placed 30,881 in 2014 vs. 7,928 in 2013 (increase of 289%) CPCE’s blog team is working directly with bloggers to improve blog posts by reviewing the posts for spelling, grammar and technical errors, and also providing suggestions on how to improve future posts. We’re seeing positive results from these efforts
- Mabel Over the summer we met with all blog leads and managers to better understand the goals and objectives of individuals blogs. These meetings were helpful to gather feedback for organizing blog content and staff resources to support TPL’s online content strategy. Collectively, we agreed that the next steps for blogs includes: Developing a TPL-wide editorial approach that allows us to plan for and anticipate content Evolve TPL’s blog content to support user needs and service direction Build a team of strong writers and editors, including organizing another bloggers day next spring
- Linda And we wanted to end our presentation with a couple of examples of how good customer service on social media can reinforce your library as responsive, welcoming and innovative And result in great customer satisfaction
- Linda
- Linda We find that we often not only meet but exceed our customers’ expectations because we’re listening and responding proactively.
- Mabel Explain editorial calendar and processes.
- Mabel We have a number of tools and resources that support TPL’s online and social media presence. Online & Social Media Policy, editorial guidelines used to prevent problems that may occur when communicating online and provide support to staff for content creation. Speak to elements of staff training – content, approach (types of questions and comments; monitoring and responding; risk management; emergency communications protocols) Designated staff and processes in place to manage channels - when to escalate to a manager or staff contact, where to direct media inquiries, when not to respond Training staff prior to use of channels - Staff training including policy and editorial guidelines Enforcing the Library’s Terms of Use There is a dedicated email address available for staff input, e.g. MA staff submitted Jackson note. Online Editorial Calendar and Hootsuite will be discussed in the next couple of slides.
- Linda Toronto Public Library's mission is to provide free and equitable access to high quality customer driven services. We value customer feedback and welcome any comments to help improve our programs and services. Our main feedback channels include in person at our branches, telephone, email, social media and letter mail. Email is still our primary channel for online customer support.
- Linda Staff are trained to provide service that is: courteous, competent, timely, and helps to resolve your issues and concerns. our branch staff, customer support team (also known as our Answerline department), and the Communications, Programming & Customer Engagement (CPCE) department have the most interactions with our customers on s day-to-day basis. TPL’s customer feedback standard states that all feedback will be acknowledged within 2 business days. It specifically mentions telephone, letter mail, and email but we haven’t updated it to reflect our response time on social media. Informally, customers can expect to receive a response from us within 24 hours, and during our Answerline department’s operational hours. Generally, customers have high expectations for a quick response on social media. --------- Monday – Thursday 9-8:30 pm Friday 9-6 pm Saturday 9-5 pm Sunday 1:30-5 (September – June)
- Linda Last year, we received more than 7 million (7,092,637) information requests In person: 6,243,593 Telephone: 808,258 Online, including social media: 40,786 stats for directional and reference questions, does not include a count of all the customer feedback that we receive. We’re noticing that in particular, social media is a medium for us to receive instant feedback, not necessarily one that requires a direct reply.