2016 Social Media Update:

Engaging Customers in the Digital Age

Toronto Public Library Board

January 25, 2016

Presented by

Linda Hazzan

Director, Communications,

Programming & Customer Engagement

The Evolution of Social

Becoming “traditional” channels for

communications and customer service

Personal/community interactions and self-publishing

Businesses: to engage, promote, establish

relationships

on Social

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

torontolibrary.ca/blogs

torontolibrary.ca/e-news

flickr.com/torontopubliclibrary

pinterest.com/torontolibrary

youtube.com/torontopubliclibrary

facebook.com/torontopubliclibrary

twitter.com/torontolibrary

32,700

31,000

2,230 Over 1 million views!

12,200

Top Channels – Engagement to date

Pinterest

• Visual discovery tool to find ideas for

projects and interests

• Branch photos, children’s content,

Special Collections, Digital Innovation

Hub, Appel Salon

• 2,300+ followers

Instagram

• Mobile photo/video sharing tool

• Branch photos, Special Collections,

user-generated content

• 2,400+ followers, 18-29

LinkedIn

• Business-oriented social

networking tool

• Small business and career & job

search resources

• 3,950+ followers

Tumblr

• Microblogging platform and social

networking website

• Youth related and fandom

content

• 3,550+ followers, teens

Periscope

• Live video streaming and broadcasting service

by Twitter

• Appel Salon programs and special events

• 694 followers

Branches, services & staff accounts

• Nine branch Twitter accounts

• Branch and service Facebook accounts

• TPL Teens, Book Buzz

• Staff, City Librarian accounts

Email Marketing

What’s On at the Library

• 12,200+ subscribers to date

• Avg. open rate: 42.2% (vs. 27.5%

industry rate)

• Avg. click-through rate: 25.7% (vs.

4.0% industry rate)

- 5100+ holds placed

- 83,500 visits to TPL’s website

Teen eNewsletter

• Launched in 2014

• 1000 subscribers to date

• Avg. open rate: 47.0%

• Avg. click-through rate: 22.2%

Introduced online and social media

policy, editorial guidelines and calendar

Mandatory training for 200 bloggers

Curation of homepage blog links

CPCE team working directly with

bloggers

290% referrals to website

289% # of holds placed

Content Marketing – Blogs

Governance & Process

• TPL policies and editorial guidelines guide

practices

• Staff Training

• Email address for staff input

• Online Editorial Calendar

• Hootsuite – Social Media Management

Dashboard

Tools and Resources

Online Editorial Calendar

Monitoring & responding

Online and social media key to prompt

communications of service interruptions

Designated staff, protocol, and guidelines to

manage communications

Emergency & exception communications

The Power of Social

Power of Social Media

Power of Social Media

Generates media

stories

Power of Social Media

Easy way to share new

services across multiple

social media platforms

Power of Social Media

Nurtures customer

engagement in a timely

and relevant way

Powerful way to make

connections

Power of Social Media

Increase brand

awareness

Cost-effective

Instant customer

feedback

Improve customer

service

Reach new audiences

Traffic to TPL’s

website that results in

program attendance,

holds placement +

Opportunity to highlight

staff expertise

Benefits of Online

& Social for TPL

Thank You