EPL Business Plan. Solving the Mystery of Measuring Social Media Activity. March 27, We Share. We re Social.

Transcription

1 EPL Business Plan Solving the Mystery of Measuring Social Media Activity March 27, 2015 We Share. We re Social. 3/30/2015

2 My social media analytics bootcamp 2

3 Analytics: What matters most? Earned Media Shares Retweets Comments on posts 3

4 Facebook. The ultimate social ninja. 4

5 Facebook Reach Summary Total Posts by EPL 118 Impressions Number of impressions related to any content on EPL s Facebook page. 342,048 Total Likes 10,865 Total New Likes 119 Average Daily New Likes 4.4 Daily Page Engaged Users Number of users who interact with our page 222 Average Daily Total Impressions 12,216 Monthly engaged users* 6,204 5

6 Facebook Interactions - Likes New Likes In the same periods we saw spikes in likes, we also saw spikes in unlikes. This is common because occasionally the increased page promotion can dissuade people from continuing to follow if it appears too often in their feeds. Unlikes The spikes in February coincide with the paid campaigns which were in part acquisition based. However, it s interesting to note the spike of organic likes during that time which can likely be attributed to more page traffic. 6

7 Facebook Engagement Total Interactions: Total Post Likes: 2,354 80% Comments: 190 6% Shares: % TOTAL 2,956 Percentage 7

8 Facebook Content Type Post Type Number of Post Likes Comments Shares Photo 83 1, Link Video Status Shares

9 Facebook Demographics 9

10 Top People Saw This Posts Most Viewed Posts 1 Looking for FREE family fun on Family Day? Look no further than the Edmonton Public Library! We're open 1-5pm on Monday, February 16 with special guests and events at each branch! Visit (promoted) (26,432 people saw this post) 2 Happy Valentine's Day! (5,974 people saw this post) 3 We have two book sales coming up this month: Most items only $1 or $2! (2,687 people saw this post) 4 Books + Food! What could be better? Check out these imaginative photos of meals from famous books: (2,323 people saw this post) 5 Books2Buy Deal: We are selling our weeded Sony ereaders for $10. Stop by the lower level of Stanley A. Milner from Feb and grab one before they are gone! (2,209 people saw this post) 10

11 Most Popular Content 1 We're loving this chain reaction! But who has to shelve all of those books? (190 likes, 1 shares & 19 comments) 2 Happy Valentine's Day! (182 likes, 16 shares & 4 comments) 3 Looking for FREE family fun on Family Day? Look no further than the Edmonton Public Library! We're open 1-5pm on Monday, February 16 with special guests and events at eaach branch! Visit (156 likes, 33 shares & 5 comments) 4 Humans of EPL Mary is 86 years old. I love to read. I just returned The Secret Garden. (106 likes, 3 shares & 4 comments) 5 Humans of EPL I ve been coming to this library since I was 7 years old. My grandmother taught me how to read... (89 likes, 6 shares & 9 comments) 11

12 Month Over Month REACH January February Change Total posts by EPL Total Likes 10,746 10, Total New Likes Daily Page Engaged Users Post Impressions 217, , ,693 Monthly engaged users 7,314 6,204-1,110 12

13 Month Over Month ENGAGEMENT January February Change Total Interactions (Likes, comments, shares & votes) , % Likes; % Comments; %Shares 77% Likes 9% Comments 13% Shares 80% Likes 6% Comments 14% Shares +3% Likes -3% Comments +1% Shares Post Shares

14 Pulling Facebook Data It s Free! 14

15 Twitter. Sharing stories in 140 characters or less. 15

16 Twitter Reach Total # of Tweets in January: 154 Total Followers: 24,922 Total New Followers: 556 Average New Daily Followers: 19.8 Klout Score: 63 *Klout uses social media analytics to rank its users according to online social influence via the "Klout Score", which is a numerical value between 1 and 100. The score is determined by the users ability to engage and influence followers. 16

17 Engagement Total Retweets: 611 Total Mentions: 945 Total Replies: 71 Clickthroughs: 2,399 Total Reach: 3,700,152 Average Daily Total Reach: 132,148 17

18 Most Popular Tweets # Tweets Retweets Total reach 1 Happy #ValentinesDay! ,066 2 Books2Buy is in full swing! Come on by our Milner branch this weekend for great deals! #yeg #epldotca ,025 3 We have two book sales coming up this month: Most items only $1 or $2! #books2buy ,429 4 Books2Buy Deal: We are selling our Sony ereaders for $10. Stop by Milner, Feb and grab one before they are gone ,566 5 "Eliminate tolerance. Who are we to tolerate our equals? The answer is #epldallaire ,724 6 Don't be late for the #bestdeal! Books2Buy is tomorrow and you don't want to miss out on all amazing books and DVDs! ,046 7 We hope you've enjoyed your Family Day, #yeg, and that you've had some family reading time of your own! ,451 8 EPL is high flying! Highlands is #2 on a list of high-design libraries in this enroute magazine: ,858 9 Remember our booksale returns tomorrow! It's the best place you can spend one dollar, unless you run into this kid , What are you reading tonight? ,457 18

19 Twitter Demographics 19

20 Month Over Month REACH January February Change Total # of Tweets Total Followers 24,345 24, Total New Followers Average Daily New Followers Klout Score

21 Month Over Month ENGAGEMENT January February Change Total Retweets Total Mentions Total Replies Clickthroughs 7,453 2,399-5,054 Total Reach 3,623,539 3,700, ,613 Average Daily Total Reach 116, , ,260 21

22 Pulling Twitter Data Sorry, it s not free. Annual fee of approx. $180 22

23 Canada-wide Library Social Media Comparisons. Apples, oranges and sometimes even pears. 23

24 Across Canada: People Talking About Total Facebook Likes People Team Talking About Edmonton Public Library , % Greater Victoria Public Library % Vancouver Public Library 248 7, % Calgary Public Library , % Regina Public Library 53 2, % Winnipeg Public Library 76 3, % Toronto Public Library , % Ottawa Public Library 63 1, % Bibliothèque de Québec 38 3, % Fredericton Public Library % Halifax Public Libraries 112 3, % PEI Public Library Service % Percent of Fans Engaging 24

25 Across Canada: Klout City Handle Klout Edmonton Public 63 Vancouver Public 63 Calgary Public 60 Winnipeg Public 55 Toronto Public 68 Ottawa Public 58 Halifax Public 61 PEI Public Library 47 25

26 Social Media Across Canada City Facebook Fans Twitter Followers TOTAL Edmonton Public Library 10,867 24,969 35,836 Greater Victoria Public Library 921 n/a 921 Vancouver Public Library 7,798 17,793 25,591 Calgary Public Library 11,214 10,417 21,631 Regina Public Library 2,251 n/a 2,251 Winnipeg Public Library 3,500 2,819 6,319 Toronto Public Library 25,269 27,417 52,686 Ottawa Public Library 1,257 5,100 6,357 Bibliothèque de Québec 3,443 2,924 6,367 Fredericton Public Library 640 n/a 640 Halifax Public Libraries 3,797 13,680 17,477 PEI Public Library Service 773 1,507 2,280 26

27 Why compare? 27

28 Links. Don t judge a link by its url. 28

29 Links 29

30 Pulling data on links It s Free! 30

31 Trends. This just in #trending. 31

32 Current Trends on Social Media Free Stock Images Here at EPL, we all know how important it is to pair our social media messages with images. Although we have lots of images on SmugMug, and our designers do a great job of providing visuals, sometime you still find yourself in a pinch. Try one of these 15 great websites to find free images: top-websites-to-find-free-images-for-yourcontent-marketing/ 32

33 Current Trends on Social Media Video is where it s at Videos are one of the most engaging forms of media, and one that EPL doesn t use on social media very often. Video might be a good tactic to explore. Some ideas to get us started: Showcase an event, such as Family Day or the kickoff of Summer Reading Club. Go behind the scenes, and show a bit more about our staff and parts of the library that most people don t see. Read the full article here: 33

34 Current Trends on Social Media New social media networks: There are always new social platforms to explore, which is part of the fun of social media! Facebook, Twitter and LinkedIn are not the only options out there. One we might want to explore is Vine, in order to use along with our Twitter account. If we start exploring using more video, Vine might be one of the ways to start. Read the full article here: nt/review-10-rising-social-networksyou-should-explore 34

35 Why Trends? Great Ideas for: Growth Engagement Acquisitions 35

36 Pulling data on Trends

37 Finding Social Media Analytics Success 37

38 Setting up for success 1. Analytics template 2. Monthly or quarterly results 3. Review and incorporate the results 38

39 QUESTIONS 39