2016 Social Media Update: Engaging Customers in the ... · •Visual discovery tool to find ideas...
Transcript of 2016 Social Media Update: Engaging Customers in the ... · •Visual discovery tool to find ideas...
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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
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The Evolution of Social
Becoming “traditional” channels for
communications and customer service
Personal/community interactions and self-publishing
Businesses: to engage, promote, establish
relationships
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on Social
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Part of a broad multi-channel engagement
and service strategy
on Social
Promotion & outreach
Information & service delivery
Customer service
Media and public relations
Accessibility
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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
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32,700
31,000
2,230 Over 1 million views!
12,200
Top Channels – Engagement to date
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• 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
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• 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
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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
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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%
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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
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Governance & Process
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• 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
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Online Editorial Calendar
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Monitoring & responding
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Online and social media key to prompt
communications of service interruptions
Designated staff, protocol, and guidelines to
manage communications
Emergency & exception communications
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The Power of Social
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Power of Social Media
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Power of Social Media
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Generates media
stories
Power of Social Media
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Easy way to share new
services across multiple
social media platforms
Power of Social Media
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Nurtures customer
engagement in a timely
and relevant way
Powerful way to make
connections
Power of Social Media
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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
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Thank You