Talking Social Media & teamwork

Transcription

1 July 2017 Talking Social Media & teamwork Stewart Hardy

2 Welcome & housekeeping

3 About the National Library Formed in 1925 (from the Advocates Library) One of six UK Legal Deposit Libraries (what s this?) Leading centre for study of Scotland and Scots 26 million items in our collections (that s a lot!)

4 About me Marketing Officer, formerly branding, brand management, internal comms Joined the National Library in June 2015 Degree in social sciences and CIM professional diploma in marketing

5 Social media when I started Low frequency Repetitive content Little variation Low engagement

6 The Library s strategy Announced soon after my arrival (Sept 2015) Ambitious targets (digitisation) Priorities include: Supporting Learning Inspiring Engagement Reaching Out

7 CLEAR that social media can help

8 Channels Facebook Twitter Instagram 26,750 followers (corporate account) 18,424 followers (corporate account) 1236 followers (corporate account)

9 Current social media set-up

10 Current set-up in our department Head of external relations and governance Marketing Partner National campaigns Brand Market Research Marketing Officer (me) Events / Exhibitions Digital Comms inc. Social Media External Affairs Specialist Media relations PR Annual reporting

11 How did we change things?

12 Tone of voice Engaging and interesting (using humour) Responsive we don t shy away from discussion Open, friendly and honest Clear and direct but not adversarial Champions of our collections Having a personality is the difference between an empty space and a guided tour. s blog post.

13 Tone of voice huzzah it works

14 Engagement with staff (I) Talk to them! Held our first Twitter forum in April this year building confidence and enthusiasm Circulated content calendar around staff Began a series of staff presentations describing marketing / media /social media

15 Engagement with staff (II) Go with them and see collections

16 Be creative (I) Collections and locations

17 Be creative (II) Re-purpose great work by staff

18 Engage with influencers

19 What HAS worked well Creativity we are not only holders of content we work WITH the content and comment on it Responsiveness showing that we are in touch with events in the outside world

20 What HAS NOT worked well Surprises quizzes began well but popularity tailed off quickly. Low engagement combined with seriously good contenders. Posts for the sake of posting lack of variation Trying to be all things to all people covering all bases doesn t work unless you have very good resource.

21 Challenges We can t do this on our own or just using our own department. We must request and get support. Preconceptions about tone of voice need to be challenged in order to engage your target audience You must not be afraid to be creative and to fail because you will fail, just not all the time. Low confidence = lack of support. Help colleagues.

22 What the metrics show Yay! We re punching above our weight Could do better

23 Plans for the future Increased partnership working Investigating Snapchat for younger audience very interested to hear opinions / experience Working more video content into workstream More forums with staff to build up internal engagement

24 Thank you for listening! Thoughts? Queries? Funny (personal)