promoting library collections and services; a decade of data and learnings

Promoting Library Collections and Services;

a decade of data and learnings

April 19th 2016TCD Library

@michellebreenUL

Communications mix at the Glucksman Library

https://www.linkedin.com/pulse/integrated-customer-engagement-jim-iyoob

What we’ve learned about blogging • Use Google Analytics to track KPIs and other metrics

– Number of posts published ( 5 per month)

– Number of pageviews (2,000 a month)

– Bounce rate (21% in 2015)

(the average is 40% – 55%)

https://www.techwyse.com/blog/website-analytics/improving-website-bounce-rates/

http://ullb.blogspot.ie

What we’ve learned about blogging (2)• Brand your blog with established recognisable logo

• Like all writing, it needs to be well structured, with a strong introduction, useful content and a good conclusion

• Use a call to action at the end of every post to increase engagement

• Embed videos and use images

• Write catchy headlines – If you post a gallery or a list or anything with a number and

the word “rules" in the title, you will get traffic– Learn from headline writers http://ullb.blogspot.ie

Writing better blog post titles

Guess who!

Writing better blog post titles

Guess who!

What we’ve learned about Facebook• If you need to settle on only one social network, it should

be this one

• Set guidelines for team members to post, vary your content

• Post images and videos

• Save time by scheduling your posts

• Post directly to other department’s FB pages

• Cross-promote your Facebook page on Twitter

• Use Facebook Insights to track and improve your postswww.facebook.com/ullibrary

What we’ve learned about Twitter• Schedule content in advance, try Buffer

• Develop a reputation on Twitter, be the known expert on something

• Put engaging people, with guidelines, on your SM acs.

• Remind people on Twitter that you are on FB, and vice versa

• Don’t respond to every tweet

• Use Please RT or Pls RT in your tweets (gets you 72% more RT)

• Use Twitter analytics to gauge success of individual postswww.twitter.com/ullibrary

http://ipsosmrbi.com/social-networking-tracker-january-2016/

We need to explore . . .

http://www.eclipsemarketingservices.com/the-circle-of-communication/

What is next for UL Library’s Digital Comms?

 ”Strategy is actually very straightforward. You pick a general direction and implement like hell.“

Jack Welch, Chairman and CEO, General Electric (GE)

http://www.merricktowle.com/blog/how-to-use-social-media-to-extend-your-brands-launch/

If all else fails

http://mightybigimpact.com/blog/plan-opportunistic-marketing-oreo-moment/

Opportunistic marketing

4,500 reached, average is low

hundreds

Thank you for your time.

I’m happy to take questions now or later. . .

Michelle.Breen@ul.ie @michellebreenul