Building Team Culture And Strategy In Socialmedia ... · Building Team Culture And Strategy In...

Building Team Culture And Strategy In Socialmedia

Activities Based On Inbound Marketing

Novembre 27th#eurolis 2015

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© Patrick Berger et Jacques Anziutti Architectes / L’autre Image

Preview of the Canopée

A new cultural cluster

In the heart of the capital, dedicated to culture and artistic practices

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South Wing● The conservatory – 2450 m²

North Wing● The Youth Point● The library – 1050 m²● La Place – Hip Hop cultural center – 1400 m²● House of amators cultural practices – 1000 m²

6000 M²

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Ground floor

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First floor


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Second floor


The lower balcony

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The public library

Estimated opening : March 2016

Capucine Liébeaux, médiathèque de la Canopée la fontaine

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Bibliothèque Louise Michel

© Julien Devriendt – EPN des Ulis, bibliothèque François Mitterrand

Issues

Searching for an horizontal relationship between librarians and customers

Contribute to knowledge sharing between customers, individual creativity development through collaborative uses

Turn the library into a living place, for sharing andmediating resources, seeking appropriation.

g1

Folie 8

g1 es-tu sûr que tu listes tes issues ici ? pas tes objectifs ?gaillarr; 24.11.2015

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The public

Neighbours and families

Deaf people

People passing through Les Halles district

Millenials

Future customers of the Canopée public services

Every day, 750 000 people pass through

Les Halles

Some districts of the center of Paris double their population

in daytime

The spaces

1050 m² ‐ 3 spaces for the public

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© BRM mobiliers

Opening from Tuesday to Sunday42 hours a week (important in France ;‐) )

The « warm » place

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The spaces

❖ Computers

❖Workshops

❖ Screenings

❖ Debates

❖Empathy

❖friendliness

❖Warm environmentlike home

❖Mobilier modulable

© BRM mobiliers

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Romain Gaillard, médiathèque de la Canopée la fontaine

The « cool » place

❖Mobile librarian for advice

❖Furniture as in a bookshop

❖Scenic view on Saint‐Eustache church and the Mandela garden

❖Relaxing place dedicated to reading and resting in a peaceful and serene environment

The space

13Cyrille Jaouan – médiathèque d’Aulnay‐sous‐Bois


Place for children and families

❖ From toddlers to teenagers

❖ Families are invited to go everywhere

❖ Mobile librarians

The spaces

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The collection

Documentary policy

Practical life

Hobbies

Understanding the world

Topical booksNo classics in

prints

Active mediationthrough social networks

and in the library

A collection calibratedaccording to customers’ needs and requests

❖ 11 500 youth documents

❖ 7 000 mangas and comic books

❖ 800 fictions for teenagers

❖ 6 000 fictions for adults

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Main collections

37 500documents

❖« urban culture » stock (3 000 books, CDs, DVDs) ❖« digital culture » stock (600 documents)❖« World of the deaf » stock❖TV series, video games

The collection

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© Julien Devriendt – EPN des Ulis, bibliothèque François Mitterrand Cyrille Jaouan – médiathèque d’Aulnay‐sous‐Bois

Services

Innovative offers

Co‐creation 3D printers, vinyl cutter, 3D pens

Digital ressourcesTablet computers in free access and activities, music terminal, Pearltrees

Digital activities Robotics, computer programming

Accessibility for deaf people Collections, services, activities, communication

Participation

How ?

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Customers are at the center of the project, we want to give them the meansto build with us the library that suits them !!

❖Focus on customer services

❖Empathy with the public

Social media benchmark Requirements and benefits

02.11.15

Evolution of the cultural practices

• Smartphone use:

=>80% Grand Palais visitors in Paris have smartphones

=>Half of them share their experience online


"L'Extimité" (Serge Tisseron)

• Express privacy• Staging your private

life, your likes, opinions...

• Interact with unknown people, create new kind of sociabilities

• Emphasize self-esteem


• Individuation (François Dubet in sociology and Jung philosophy)

• Institutions loose their influence in transmitting values for individuals benefit, opposed to peers

• Individual realizes the importance of its distinction

• Deforming focus on individuals values

Le déclin de l’institution

Evolution of cultural practices

Libraries are a weakened institution

• All institutions are weakened by individuation process

• Cultural legitimacy is sometimes questioned due to a gap between libraryservices and society needs, social changes and paces of life

• People are looking for a horizontal relationship (we like, we comment, weshare) instead of the traditionnal vertical relationship with the professionalwho knew (or believed to know) what was good for customers

• IT allow people with computer and fast internet access not to use the library anymore as a resource center for information search, fiction...


Internet to a development of a universe of advice, of recommendation, of serendipity

⇒Evolution of choice sources (friends, press and nowalgorithms)

⇒« Infobesity », multiplication of information accessibility and channels

⇒Recommendation : 1 Internet user on 2 buys a cultural good because of recommendations

⇒80% of European people want to be oriented for their readingsupon their favourite authors or books

⇒People seek for selection help, personal advice, content curation

JG24

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JG24 "choice sources" : que veux-tu dire ?Justine Gaillard; 19.11.2015

The library is challenged by the private sector

What can we do ?

• Are libraries doomed in a few years ? Whatkind of strategies can we implement to takeover ? How can we show our skills ?

Pain points :

• Avoid becoming utilitarian places

• Avoid becoming places attented for social andcultural reproduction motives

• Avoid bringing low value services with old-fashioned mediation

Why a benchmark ?

• Sharing and recommandation culture should beorganic for librarians

• Not passing on the customers practices

• Necessity to compare and identify the socialmedia networks

JG31

JG32

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JG31 "recommandation" : promoting/praisingJustine Gaillard; 19.11.2015

JG32 donner plus d'homogénéiter aux slides en utilisant toujours le même pattern (verbes en ing ou base verbale) à chaque début de phraseJustine Gaillard; 19.11.2015

Why a benchmark ?

• Community management: a central activity forthe future library

• Mobile, connected, fond of news and tips andlots of different public in the center of Paris

• Create new kind of mediation and relationshipwith customers and partners

• Communication project: control our e-identityand our bad e-reputation in 2013

JG34

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JG34 revoir ce titreJustine Gaillard; 19.11.2015

Why a benchmark ?

• Alongside with meetings with futurecustomers, community management must beused to :

• Explain who is the team ?

• Explain what we want to build ? (why, what,how)

• Tailor the library project according to aparticipative logic

Why a benchmark ?Inventory• Diversified experiences for the first librarians in

socialmedia

Pitfalls to avoid:

• Not questionning our practices and vision of socialnetworks and creating without thinking a Facebookand a Twitter account

• Not discerning signing up and active participation insocial networks

• Missing the networks where our customers are

• Not finding interesting networks for the uses we wantto create with the public

Why a benchmark ?InventorySocial media evolve very quickly:• Foursquare was THE booming social network in 2012 and lost its interest one year after

• Facebook which was over‐used by teenagers until 2013 has becoming a network for adults and sometimes families and is not as popular as before for teenagers

• Booming of Instagram in 2013‐14

• Increasing phenomenon of booktubers since 2014

Management goals

• Create and share in june 2013 our first team project

• Make the team aware of the necessity of a professional use of social networks

• 5 people among the first 6 recruits and 1 colleague fromanother prefiguration, former community manager

Management goals

• Acquiring good shared practices and a common vision

• In socialmedia, bad practices come very quickly by lack of knowledge or « bad good will »

• Discover interesting use by academic or public libraries

• Acquiring technical technics and specific vocabulary (lead, reach, edge rank...)

JG40

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JG40 Harmoniser les titres

Tjs commencer par la même nature de mots : que des noms ou que des verbes ?

c'est généralement mon style mais tu n'es pas obligé d'adhérer :)Justine Gaillard; 19.11.2015

Management goals• Initiating a new way to transversely work as a team

• 3 sections (adults, childhood and families, creativedevelopment)

• Semi‐permanent project‐groups with a project leader whois not necessarily a section boss

• Developing agents’ creativity and skills, enhancing the intellectual challenge

• Reassuring with a simple organization chart

MethodologyNetworks typology• The Facebook-like

• The Twitter-like

• Pictures and videos sharing

• Music

• Pin and curation

• Literary networks

• Aggregators

• Unclassifiable ones

MethodologyCriterions1. What kind of public ? What kind of uses ?

2. What kind of use for a public library ?

3. What kind of interaction can we build ? Image of the network and conditions of using

4. What are the most outstanding elements of each network ?

5. Interesting contents produced by other libraries

6. Killing criterion

⇒ 15 criterions with 2 positive or negative points

⇒ Each librarian studies one kind of network with pre‐determinedcriterions and gives to each platform a mark from – 30 to + 30

JG44

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JG44 what is that ????Justine Gaillard; 19.11.2015

The benchmark findings

● 2013 (40 networks): http://b14‐sigbermes.apps.paris.fr/userfiles/file/Bibliographies/reseaux‐sociaux‐bibliotheques/reseaux‐sociaux‐bibliotheques.html

2014 (50 networks) : http://b14‐sigbermes.apps.paris.fr/userfiles/file/Bibliographies/reseaux‐sociaux‐bibliotheques/reseaux‐sociaux‐bibliotheques.pdf

The benchmark findings

2014 Benchmark2013 Benchmark

A competitive benchmark in 2014

● Competitive benchmark : comparing how libraries use a network

● Study of the practices and confrontation with Facebook analytics (engagement rate) of those libraries

● 2014 for Facebook● Lighter study in 2015 for Twitter


Why those differences ?

‐ Publication type: pictures have a more important native reach

‐ Novelty and tone: not reproducing descending communication

‐ Teams involvement: the more people are involved the better it is; depends whether community management is a secondary activity or not

‐ regularity : 1 or 2 posts per day with a good timing and regular rendez‐vous

=> White book « Social media in libraries »

http://bibliotheques‐de‐pret.paris.fr/userfiles/file/Nouveautes/Canopee/livre‐blanc.pdf

• Monitoring public opinion on your library and aswering, commenting, showing this way you are connected and by means, creating more interactions



• Necessity of interaction• Conversation, mention,

react to good and bad comments, thank

• Turn bad comments into assets

Why publishing on social media networks ?

Bringing values to fans

Gratefulness

Gain

Shares, interactionsCommenting, valorizingHuman relationships

Valorizing the librarians

Valorizing the customers

Avoid : speaking only of yourself

The key role of the community manager

• Publishes on social networks and manage fan communities

• Contributes to build the service’s image

• develops social and editorial strategies

What kind of social and editorial strategies create?

Setting inbound marketingtechnics

Inbound marketing : new technics for the public service

Overcomes old marketing Making customer come to you instead of massively seeking himContent strategy brings gainDeals with and experience and interactions


Inbound marketing is connected with the rise of social networks and social media, and the rejection of traditional outbound marketing technics by a more and more occupied population who has the means and will to control the origins of what they are face with


« Outbound » :- descendant- disrupt- Identical information- persuasion- Source of anxiety

« Inbound » :- interaction- Customer comes to

the service- Trust between

customers and the service

- Brings gains- Delights or educates


Means :- Contents production (white books,

bibliographies, ebooks, podcasts…)- Blog publishing, sharing on social networks,

going viral- Graphic contents, pictures, infographics- Custom contents, concrete, achieved and

visible services, online or in the library


Means :- web responsive, sober-minded and welcoming

website- Community management on social networks- reporting (clics and their origins)- Analytics tools from social networks or links

shortener (goo.gl ou bit.ly)


• Means : rethinking welcome spaces in libraries to create conviviality, proximity and a service full of empathy


Create an identity for the library using storytelling technicsWhat are the agents values ?How to illustrate their skills, the gain they bring ?Showing the backoffice with humourTo listen and to serve = empathy Content strategy


Positioning the library as an expert service in customer advice

=> Content strategy‐ Balance produced and curating contents‐ Guest producers and blogging ?‐ Short or long contents ?‐ Fun or educative ? (lolcats or biographies ?)


=> Social strategy workout- On which social networks are the

customers we want to serve ?- Who publishes ? On which rythm ?- How do we interact ? Who answers ?- What do we publish ? With which tone ?=> editorial policy


Some storytelling...

• http://mediathequeducarresaintlazare.wordpress.com/2013/04/16/lequipe-sagrandit/

• https://www.youtube.com/watch?v=X-Tw0o_01M8

• https://biblouisemichel.wordpress.com/category/lequipe/https://www.youtube.com/watch?v=uMT2kQcC8yo

Explain and evangelize

• http://mediathequeducarresaintlazare.wordpress.com/2014/04/25/des-robots-lego-en-bibliotheque/

• https://bibliothequecanopee.wordpress.com/2015/09/23/une-imprimante-3d-mais-quest-ce-que-ca-vient-faire-dans-une-bibliotheque/

Some fun

• https://www.facebook.com/pages/M%C3%A9diath%C3%A8que-Fran%C3%A7oise-Sagan/1038593872833936

• https://bibliothequecanopee.wordpress.com/2015/10/08/limpression-3d-sauce-canopee-recette/

Editorial policy work out


• A social strategy relies on 4 pillars:‐ librarians' desire to interact with people and to express empathy for them

‐ our competence to curate and create contents that offer gain for people

‐ a necessary personal use ‐ a professional monitoring on social media marketing to prevent being outed off from practices


• 8 month process, from march 2014 to january 2015

• A few failures : bad recruitement of the first community manager, the second one leaves for another job, nobody on the job for a few months...

• A 13‐pages document with a specific editorial policy for each network

• Recycling the productions and cross canal strategy

• Opening of the accounts only in june 2015 (political demand)


● a blog and a orange and blue newsletter ● Orange: dynamism, creativity● Blue: security, reliability● Lexical field of the lab and workshop for the blog ● No alias ; risk to fail the goal of valorizing the library name and controlling its communication

‐ create interest and curiosity for the library project

‐ give indications on what we are working on in prefiguration

‐ interact with specialized people on the main aspects of the project

‐ create ambassadors

‐ create a culture of accessibility among the team

Editorial policy work outBefore the opening

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‐ offering eventually new services

‐ promoting recommandation on the collection and curation of content

‐ lead nurturing, visits and loans

‐ dynamizing activities and enriching their content

After the opening


What is our storytelling ?

Accessibility for deaf people

Empathy

Go towards people

Be able to curate content, reflect and offer it

A library for everyone

Innovation but not too technical

Modernity


Main editorial policies

• Our story: blog, YouTube => Facebook, Twitter

• Ideas and selections: blog => Facebook, Twitter

• Curation (neighbourhood and pro) : Scoop.it, Twitter+Pearltrees => Twitter

• Publish pictures : Facebook, Instagram, Flickr=> Twitter

• Publish historical pictures: Pinterest => Twitter

• Publish street art pictures : Instagram => Twitter

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Twitter account

Flickr albums

Pinterest pinboards

Facebook page

Pics on Instagram

Pearltrees And digital cultures

Professeional monitoring on scoop.it

Our channel

Our blog

Community management


Marketing automation

Program and watch with Hootsuite

Automation from the blog and Instagram to Twitter with Sociallymap

Forthcoming test of Overgraph

Editorial policy work outInform the librarians :

Every 2 weeks of the future publications

Monthly reporting of the best publications

Some publications…

What works well

• Our blog: more than 2 500 views in October

• YouTube: more than 6 000 views

• Instagram: 200 followers

• Twitter: 650 followers and good engagement rate

• Productions recycling

Improvements and projects⇒ Humanizing Facebook and

expanding involment on it

⇒ Creating more exchanges on Twitter (lists making)

⇒ Publishing more often on Pinterest

⇒ More publishers on Instagram

⇒ Opening a Facebook group to share contents created by the users in the library

⇒ Opening specific accounts on urban culture

⇒ From storytelling to personnalized contents production

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See you soon !

Romain Gaillardchief [email protected]@paris.fr

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