targeting and tracking audiences on social media
TRANSCRIPT
Targeting and Tracking Audiences on Social Media
Presented by:
Ana-Maria CritchleyMabel Ho
Part of a broad multi-channel engagement and service strategy
on Social
Promotion & outreach
Information & service delivery
Customer service
Media and public relations
Accessibility
instagram.com/torontolibrary
torontolibrary.tumblr.com
Connect with Us
on Social
linkedin.com/company/toronto-public-library
on Social
Pinterest• Visual discovery tool to find
ideas for projects and interests
• Established in 2012
• 2,700+ followers
• CPCE/Special Collections/Arts Staff
• Branch photos, children’s content, Special Collections, Digital Innovation Hub, Appel Salon
on Social
Instagram• Mobile photo/video sharing
tool
• Simple way to capture and share TPL’s moments
• Established in 2014
• 6,075+ followers
• 18-29
• Branch photos, Special Collections, user generated content
on Social
LinkedIn• Business-oriented social
networking tool
• Established in 2014
• 4,690+ followers
• Small business and career & job search resources
on Social
Tumblr• Microblogging platform and
social networking website
• Established in 2014
• 3,630+ followers
• Teen audience
• Teen Social Media Team
• Youth related and fandom content
on Social
Periscope• Live video streaming and
broadcasting service by Twitter
• Established in 2015; 865 followers
• Appel Salon programs and special events
on Social
SoundCloud• Audio platform
• Established in 2016; avg. 200-400 plays
• Appel Salon programs, Hear-a-Story
on Social
Reddit• First Ask Me Anything (AMA)
in July 2016
• Official TPL account (TPL_On_Reddit)
• Broad TPL content and community participation
on Social
• @TPLFortYork
• @TPLBloorGladstone
• @TPLScarbCentre
• @TPLParkdale
• @TPLRiverdale
• @TPLWeston
• @TPLJonesBranch
• @TPLWychwood
• @TPLAlbion
• Toronto Reference Library (FB)
• North York Central Library (FB)
• @TPLTeens
• @TPLBookBuzz
• @vbowlestpl
• Other staff
Branches, services and staff
34,800
35,300
2,640 Over 1 million views!
13,600
on SocialFollowers to date
on Social
Toronto
Pub
lic Li
brary
Edmon
ton P
ublic
Libra
ry
Halifax
Pub
lic Li
brary
Calgary
Pub
lic Li
brary
Ottawa P
ublic
Libra
ry
Hamilto
n Pub
lic Li
brary
32,70028,500
17,300
12,000
5,771 4,555
31,000
12,333 12,000 12,100
1,3754,076
Followers and Likes vs. Canadian Public Libraries
on Social
New Y
ork P
ublic
Libra
ry
Toronto
Pub
lic Li
brary
Boston
Pub
lic Li
brary
Chicag
o Pub
lic Li
brary
L.A P
ublic
Libra
ry
San F
rancis
co P
ublic
Libra
ry
32,700
17,900 17,50013,000 11,300
31,000 26,671
49,404
14,400 17,227
Followers and Likes vs. American Public Libraries773,000
229,360
on Social
Art Gall
ery of
Onta
rio
Royal
Ontario
Mus
eum
Toronto
Pub
lic Li
brary
Harbou
rfron
t Cen
tre
Ontario
Scie
nce C
entre
207,000
128,000
32,700 31,100 21,100
78,74962,054
31,000 25,145 34,679
Followers and Likes vs. Industry Organizations
• Social Media Team Regular bi-weekly team meetings Reviews and plans editorial content Discuss new developments and opportunities
• Answerline Department monitors and responds to questions during operational hours Communications staff responsible for campaigns,
sensitive topics, media stories, and customer engagement
Teams and Processes
17
Social Media Monitoring & RespondingTracking Conversations and Issues
Common questions & comments
Common questions & comments
Common questions & comments
Common questions & comments
Social Media Dashboard
Social Media Dashboard
Case Study
Case Study
Case Study
Case Study
Social Media Campaign
TPL Stories
29
Measurement & ReportingTools and Dashboards
Social Media Dashboard
Hootsuite Analytics
Facebook Insights
Facebook Insights
Twitter Analytics
Twitter Analytics
Google Analytics
Network Referrals Jan 1 – Sep 30, 2016
Google Analytics
Hold placement Jan 1 – Sep 30, 2016
TPL Social Media Dashboard
Key Metrics
Conversion EngagementVisits and pageviews to channel
Followers
Referrals to TPL website Mentions
Holds placed Shares, retweets, likes, favourites, comments
Program attendance Click-throughs
Content performance, campaign results, customer satisfaction, community management
