E-book Summary: The Cost of Doing Everything differently in NSLA Queensland

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1 NATIONAL AND STATE LIBRARIES AUSTRALASIA Scial Media Marketing Perfrmance Framewrk Nvember 2014 Prepared by: Kylie Rts, Marketing and Cmmunicatins Manager, State Library f Queensland n behalf f NSLA Cmmunicatins & Marketing Grup

2 Cntents 1. Executive summary 3 2. Backgrund and bjectives 3 3. Prcess Research and develpment f the framewrk Scial Media perfrmance measurement framewrk Platfrms measured Data dictinary Data mnitring prcess 6 4. Analysis 6 5. Findings Overall Summary Cntextual infrmatin 7 6. Challenges / issues 9 7. Graphs 7.1 Scial media cmmunity Reach Interactins Amplificatin Ttal engagement (interactins + amplificatin) Cnversin Outbund activity and engagement rate Cnversin rate 21 Page 2 f 21

3 1. Executive Summary In 2014, the NSLA Cmmunicatins and Marketing Grup (CMG) undertk an audit f scial media usage by NSLA libraries and established a cmmn framewrk fr measuring and cmparing perfrmance. Fur scial media channels used by almst all member libraries Facebk, Twitter, YuTube and Flickr were mnitred between April and September 2014, with mnthly data submitted t the State Library f Queensland (SLQ) fr analysis. 1 The framewrk prvides a useful basis fr cmparisn acrss scial media platfrms. It cnsists f eight categries, each with multiple metrics: Cmmunity the size f ur direct audience; ur scial relatinships. Reach (unique reach and ttal impressins) brand expsure / nline influence; the number f times brand messages (prmtinal and cllectin cntent) have been displayed r seen. Interactins cnversatins with us/t us (n pages) eg cmments, messages, check-ins, likes, favurites, replies and direct respnses. Amplificatin cntent/cnversatins shared with thers; brand advcates. Cnversin prmpted actins we want the audience t take eg bkings, sign up t smething, direct traffic t website, visit us, etc. Brand equity brand perceptins; what peple think and say abut us (including what is said n pages ther than ur wn). This categry was nt measured. Activity utbund activity; messages/cntent psted/upladed t scial prfiles/pages. Cmmunicatin gals and resurcing allcated t scial media vary in each library. As such there is a large amunt f vlatility mnth t mnth (cnsistent with the nature f scial media), particularly fr Facebk and Twitter. Cntextual ntes frm each library have been included t explain sudden spikes in usage, e.g. specific campaigns, anniversaries, milestnes etc. The preliminary analysis in this reprt is designed t assist NSLA libraries in refining strategies t achieve their cmmunicatin gals, and t imprve the effectiveness f scial media as a cmmunicatin tl fr libraries. Insights gained can be shared acrss teams within libraries, particularly where they relate t specific campaigns, cntent types and mixes. Libraries may chse t adpt the framewrk fr their wn internal reprting. 2. Backgrund and bjectives The bjectives f this stage f this prject were t: Research and establish a framewrk fr cmparing scial media perfrmance within and acrss NSLA libraries ensuring: cnsistency f measurement cmparability between scial media platfrms meaningful and actinable insights fr each NSLA library. Mnitr the agreed metrics (using native analytics fr each platfrm) and recrd the relevant data n a mnthly basis. Analyse and cmpare metric data fr all NSLA libraries and reprt trends, average acrss all libraries (benchmark) and identify actinable insights that may assist libraries in imprving effectiveness f their chsen scial media channels fr prmtin and nline engagement. It was imprtant that thrughut the prject there be n additinal cst t libraries, except the staff time required fr mnitring, data cllectin, analysis and interpretatin f the data. 1 Data frm the State Library f Western Australia and Natinal Library f New Zealand was nt submitted fr this trial. Page 3 f 21

4 3. Prcess 3.1 Research and develpment f the framewrk Primary and secndary research was cnducted int hw varius industries, cultural rganisatins, private sectr service rganisatins and scial media strategists within Australia and arund the wrld measure and evaluate effectiveness f their use f scial media. Scial media practitiners in each NSLA library als shared their experience and knwledge. The framewrk was develped with the fllwing factrs in mind: Audience Scial media and digital platfrms are vehicles thrugh which libraries can prvide access t digital cntent (discvery) and ideas; encurage and facilitate discussin (interactin and sharing); prmte events and cmmunicate with and market t an nline audience. Cntent management teams tend t favur Flickr and Yutube, while Facebk and Twitter lend themselves bth t sharing f cllectin cntent and t general prmtinal purpses. It was clear that the framewrk had t be designed t prvide insights relevant t bth cllectins teams and t marketing and cmmunicatins teams. Ideally it culd help libraries t better understand and leverage the interdependencies between the tw. Theries and mdels were critiqued and adapted t suit the service-based (nt sales-based ) bjectives f libraries fr which cntent (cllectins) and cmmunity are cre. Internal capacity Metrics currently in use by NSLA libraries were cnsidered alngside the available staffing and budget resurces fr rutine mnitring and reprting, and fr making use f insights in cmmunicatin strategies. Metrics that culd be easily mnitred and cllected withut additinal csts and with minimal impact n staff time were favured. Flexibility The framewrk had t allw fr cmparability f data acrss the fur selected platfrms, as well as platfrms such as Instagram and Pinterest, and indeed with ther marketing and cmmunicatin channels such as print, bradcast and nline media cverage, electrnic direct marketing and digital advertising. Particular cnsideratin was given t the incnsistency f terms used by each scial media platfrm fr the same piece f data, e.g. reach might crrespnd with unique peple n ne platfrm, and ttal impressins n anther. Sme platfrms prvide engagement statistics, but each uses a different cmbinatin f data. It was imprtant t identify specific metrics n the basis f the data they prvided rather than n their label. 3.2 Scial Media Perfrmance Framewrk The Scial Media Perfrmance Framewrk cnsists f five primary perfrmance areas, which can be further brken dwn int eight perfrmance categries. Each perfrmance categry has a number f specific metrics. Up t seventeen metrics were fr Facebk and Twitter and up t eight fr Yutube and Flickr. Additinal metrics are defined in the framewrk but have nt been cllected by all libraries as yet. The framewrk established fr NSLA libraries is: Brad enugh t measure and reprt acrss distinct perfrmance areas Granular enugh t prvide insights fr peratinal activities Designed t vercme incnsistency acrss scial media platfrms Flexible enugh t accmmdate changes t the analytics available frm scial media platfrms Applicable t scial media and cntent sharing platfrms eg. Pinterest, Instagram, Vime etc Page 4 f 21

5 Easy fr NSLA libraries t cllect. NSLA Scial Media Perfrmance Framewrk Perfrmance Area Cmmunity Reach Categry Definitin Metrics Cmmunity Our scial relatinships Unique reach (Reach) Brand expsure and ur nline influence Our direct audience size Peple wh have actively chsen t be cnnected t ur brand by fllwing us Unique Reach: The number f unique peple reached with ur scial media psts/uplads (brand messages) Fllwers, Subscribers Unique users reached Impressins Impressins (Reach) Brand expsure and ur nline influence Impressins: The ttal number f times ur scial media psts/uplads (brand messages) have been displayed (chances t see) and/r seen Ttal number f times ur message is displayed Engagement Interactins (Engagement) Cnversatins with us n ur scial prfiles e.g. cmments, messages, checkins, likes, favurites, replies and direct respnse t scial media cnversatin s n ur scial prfiles Pst Likes Favurites Cmments Direct Check ins Amplificatin (Engagement) Cnversatins shared with thers Prmtinal and cllectins cntent cnversatins n ur scial prfiles shared by ur audience and by the peple we reach with thers. Brand advcates Shares Retweets Cnversin Cnversin Prmpted actins we want the audience t take, linked t campaign r rganisatinal bjectives Traffic directed t a website (URL clicks) t find ut mre, visit a blg site, bk an event, sign up t enewsletter, increase nline visitatin, g t an nline pll etc Link (URL) clicks Brand Equity Brand equity Perceptins f ur brand What peple think and say abut us including what is said n scial prfiles ther than ur wn N/A fr this reprting perid Activity Activity Outbund activity (utputs) Messages and cntent psted/upladed t ur scial prfiles Wall psts Tweets Images/vides upladed 3.3 Platfrms and scial prfiles measured Scial media Facebk and Twitter, primary prfiles nly Cntent sharing Yutube and Flickr, primary prfiles nly Nt all NSLA libraries use all fur platfrms. Mst have mre than ne prfile/accunt n each platfrm, s fr the purpse f trialling the framewrk nly the primary scial prfiles fr each library were mnitred and analysed. Additinal platfrms (if used by at least three libraries) may be added in the future. Page 5 f 21

6 3.4 Data dictinary A data dictinary was created t define each metric, set ut exactly which pieces f data t extract fr that metric frm each platfrm, and exactly where t surce them. This ensures that all libraries reprt the same data, and that cmparisn acrss libraries is meaningful. It makes data cllectin mre efficient and mre easily understd, aviding reliance upn a single individual in each rganisatin. 3.5 Data mnitring and prvisin t central pint Mnitring acrss the fur selected platfrms using the framewrk was undertaken in-huse between April and September 2014, with data reprted t and analysed by a central cntact pint at SLQ. Data was extracted using the native analytics f each platfrm. Brand equity was nt mnitred r reprted as it required specific mnitring tls and additinal staff resurcing Nt all identified metrics were able t be captured as riginally planned in this first trial. Given that free access t Twitter Analytics was intrduced in September 2014, with a slw rll-ut f analytics acrss all accunts, nt all libraries were able t surce histrical Twitter data. Only after implementatin f the framewrk was it was that a mre specific prcess had t be put in place by each library t gather cmparable Flickr data. Detailed instructins were prvided in September and fur libraries intrduced the new prcess frm 1 Octber Analysis Data prvided t SLQ was cnslidated and used t calculate varius ttals and averages. Simple data analysis was cmpleted t identify trends and prvide: Mnthly and yearly (t date) statistics fr each platfrm and each library Mnth t mnth change fr each platfrm and each library Cmparisn f perfrmance n all platfrms acrss all libraries Abslute ttals and average f all NSLA libraries Engagement rate and cnversin rate fr each mnth fr each library, each platfrm, each platfrm grup; and percentage change frm the previus mnth. Additinal analysis culd yield insights abut vice-sharing n each platfrm, and abut perfrmance versus staff time invested in scial media. It shuld be nted that limited data was prvided fr Flickr and Yutube in this trial, and that data related t advertising thrugh Facebk Adverts Manager is nt included. Data relating t bsted (paid) psts directly thrugh the Facebk page is included. 5. Findings 5.1 Overall Summary As insufficient Flickr and Yutube data was prvided, the findings in this reprt pertain t Facebk and Twitter nly. There is a high degree f vlatility mnth-t-mnth, which is nt unexpected given the nature f scial media. Cntextual ntes frm each library explain peaks in engagement levels and pssible drivers fr these. There are distinct variatins acrss libraries in scial media cmmunicatin gals, resurcing allcated t scial media, and length f time that scial media channels have been in use. Due t changes in Facebk s newsfeed algrithm, mst libraries have directed/redirected budget t paying fr visibility (bsting psts r advertising) t achieve the same level f reach they previusly experienced. The findings in this reprt d nt include effectiveness f advertising strategies thrugh Facebk. Page 6 f 21

7 Findings frm the available data include: All libraries are experiencing a gradual increase in cmmunity (number f fllwers). Further investigatin is required t identify the pssible cause f spikes in cmmunity grwth. Cmmunity size and reach (the number f times a message is displayed) des nt in itself result in higher engagement. Indeed, smaller cmmunity size tends t crrelate with higher interactin rates - different strategies are required t maintain interactin (engagement levels) as cmmunity size and reach increases. Twitter tends t have a higher cnversin (click-thrugh) rate than Facebk, generally because the Tweet character limit means a link t mre infrmatin is ften included. 5.2 Cntextual infrmatin State Library f Queensland The data indicates that the greater the reach the greater the interactins, amplificatin and cnversins. The type f cntent psted/tweeted als affects interactins, amplificatin and cnversins ntably any emplyment pprtunities shared thrugh scial media have recently been generating sme f the tp engagement and cnversin rates. There appears t be a relatinship between large reach and cmmunity grwth as can been seen frm the significantly higher reach in June cmpared t ther mnths and higher than usual grwth in cmmunity in June cmpared t ther mnth. The spike in June can be attributed t emplyment pprtunities cmmunicated thrugh Facebk and t Twitter cllectin and heritage-fcussed cnversatins leveraging widespread use f #QueenslandWeek hash tag. SLQ uses Facebk Adverts Manager in additin t paid advertising via pst bsts which achieves high reach and gd cnversin rates, which is nt reflected in this perfrmance data (due t the nature f Facebk analytics). SLQ s cntent strategy fr scial media is t ensure a balance f prmtinal and cllectins related psts/tweets, as well as sharing partners psts/tweets where relevant. SLQ uses Twitter mre heavily t share histrical/cllectins cntent and Facebk tends t have a fairly even split f histrical/cllectin psts and prmtinal psts (ntwithstanding adverts). State Library f New Suth Wales The data shws that the amunt f engagement and reach seen n scial media channels fr SLNSW tends t reflect the amunt f utbund activity - the mre cntent the SLNSW psts the higher mnthly engagement and reach figures appear t be. The ne exceptin t this trend was in July when there is a significant peak in engagement and reach. This can be attributed t a prmtinal campaign which saw paid psts n Facebk generating high levels f engagement and reach. SLNSW is seeing an upward trend in engagement n Twitter which can be attributed t additinal resurces made available t cntribute t this channel. Libraries ACT Libraries ACT have been using scial media fr a number f years t prmte and deliver prgrams and services acrss the nine library branches in the ACT. Scial media is used t: Bradcast news and lgistical branch updates (ie painting, limited access etc.) Prmte prgrams and services Mnitr and respnd t feedback and enquiries Libraries ACT hsts a blg and has active accunts n Facebk, Twitter, Pinterest, YuTube, Flickr and Eventbrite. Page 7 f 21

8 Facebk and Twitter are primarily used. Currently, Libraries ACT aims t pst ne quarter f its wn cntent and three quarters shared cntent frm ther similar rganisatins. We are in the prcess f reevaluating what wrks and what des nt wrk thrugh ur scial media channels and adjusting ur cmmunicatin strategy apprpriately. Natinal Library f Australia Overall, degree f interactin and cnversin was cmmensurate with time and resurces cmmitted t particular campaigns. Accrdingly, internal events, such as the clsure f the NLA s mst successful exhibitin in autumn, Mapping Our Wrld, significant staff mvements acrss the Cmmunicatins & Marketing sectin frm April thrugh t July cntributed t a dip and subsequent spike, respectively, in interactin and engagement thrughut ur scial media channels. There s little dubt that paid Facebk pst bsts cntributed significantly t campaigns, in the case f ur Ask a Librarian service, it lead t a dubling f (actual) inquiries (as gd as bums n seats as a measure f success) cmpared t the average f previus mnths. Similar campaigns such as #AskACuratr day, and Inside Histry Facebk Q&A, the 2013 Electin Ephemera and Trve 10 millin generated significant public engagement beynd the cre cmmunity. State Library f Victria Scial media is results-driven at the State Library f Victria (SLV). Metrics, analysis and evaluatin shape ur mnthly cntent strategy. We cnstantly evaluate reach and engagement statistics t understand what cntent ur fllwers are respnding t and hw we can cntinually imprve ur ffering t build a vibrant nline cmmunity. SLV perate n an 80/20 rule acrss all scial channels. 80% f ur cntent des nt sell. We share cllectins, prgrams, events and exhibitins related cntent that desn t push fr a ticket sale, event bking, dnatin r dwnlad but fsters a cmmunity that want t knw, learn r see mre. Where we d need help pushing a message, event r exhibitin, we use highly targeted Facebk advertising t send ur messages t thse in the wider cmmunity that mst likely want t hear abut them. At SLV, we try nt t share the same cntent acrss each channel t ensure ur cmmunity enjys a different experience whether fllwing us n Twitter, Facebk r Instagram. We als ensure that ur vice remains friendly and language simple. While algrithms are changing, we have tried t fllw each platfrm s best practice fr retaining visibility in the newsfeed. We als invest a lt f time in researching cntent, wrking with ther teams acrss the Library and a little internal self-prmtin s that ther teams knw abut ur scial media channels and hw t get their cntent featured n them. SLV s Victr Hug exhibitin was the key driver f activity spikes during this reprting perid. We had a detailed rganic and paid scial cntent plan t prmte this exhibitin frm April Nvember Key perids f activity tk pace in April and July which are represented in spikes seen in these statistics. State Library f Suth Australia SLSA predminantly use Facebk and t a lesser extent Twitter t prmte awareness f cllectin items n Flickr and Yutube. SLSA regularly uplads cllectin (mving) films t Yutube. SLSA has an nging strategy in the Cntent and Access teams t lad Flicker sets f images under specific themes. Use f Facebk is centred n tw distinct appraches - cllectin infrmatin and prmtinal /marketing strategies. Facebk psts are regularly bsted fr specific tpics n cllectin material ften n themes r tpics f ppular interest - eg this week n "lst htels" in the CBD - using images frm the cllectin. The data indicates that these Facebk pst bsts increase ur reach and engagement, but that themes need t be mre tpical than histric. Very limited advertising is dne thrugh Facebk. Facebk psts are als bsted fr marketing prmtins, generally fr events, but als fr imprvement t service delivery, new services, new features n the website, and new service delivery benefits. Targeted psts in relatin t the Australian War Memrial Lst Diggers exhibitin and related SLSA cllectin tpics increased scial media engagement. An average f $60-80/mnth is invested in Facebk bsts. We nte and bserve shared tags, shares and psts by cllabrative partners. SLSA has had ever changing staffing resurces t fcus n scial media, and verall ur effrts culd be significantly imprved. We have a prcess currently in train t address this, and likely t divide the tasks and cmmitment t scial media between the tw teams - cntent/access fr cllectins and marketing, as we will nt in the immediate future have a dedicate persn strictly fr scial media. Page 8 f 21

9 LINC Tasmania A change in the Facebk algrithm and has seen a dramatic drp in Organic Reach fr many FB users, hwever LINC Tasmania used paid ads frm 27 June 1 July which seemed t increase ur reach during this perid and fr a shrt while after. YuTube: The higher number f ttal views fr April cincided with LINC Tasmania uplading the Bass Highway films and the subsequent media cverage received frm radi interviews and the assciated page n ABC Online. Higher views in July culd be f a similar nature, shrtly befre this date LINC Tasmania upladed the Histric Australian Mtr Racing(c1956) film which als received radi and nline prmtin thrugh the ABC. 6. Challenges / issues In first few mnth after rlling ut the framewrk, it was nted that the staff time required t cmplete data mnitring, cllectin and reprting was higher than anticipated. The time required t undertake the mnthly data cllectin and reprting has since been reduced as the wrk becmes mre familiar and rutine. Data fr Yutube and Flickr was mre challenging t btain as the cmmunicatins and marketing teams in sme libraries did nt have access t these platfrms. It is anticipated that data cllectin and reprting shuld take apprximately 1-2 hurs each mnth, assuming reprting is nly fr primary accunts. A further 1-2 hurs wuld be required each mnth t interpret the analysis, prvide cntextual infrmatin and identify actinable insights. An investment f apprximately 2-4 hurs each mnth in mnitring, analysing, reprting and interpreting this scial media data is manageable by mst libraries and yields useful results. The frmat and template fr prviding data culd be simplified and cntinual imprvements will be made t make the prcess f cllating and reprting mre efficient. Due t the vlatility f scial media at least tw years f data is required t identify cyclic trends. Each participating library shuld use the data cmparisns, analysis and cntextual infrmatin t identify actinable insights that will help t imprve the effectiveness f their scial media activities and strategies. Page 9 f 21

10 7. Graphs 7.1 Cmmunity Insights: All libraries are experiencing a gradual increase in cmmunity (fllwers). Further investigatin is required t identify the pssible cause f spikes in cmmunity grwth. Page 10 f 21

11 7.2 Reach Insights: State Library f Victria achieved almst duble the reach n average fr every utbund pst in this perid, due t a cncentrated campaign arund its Victr Hug exhibitin. Page 11 f 21

12 7.3 Interactins Page 12 f 21

13 Page 13 f 21

14 7.4 Amplificatin Page 14 f 21

15 Insights: State Library f Victria has a cnsistently higher number f amplificatins in this perid, hwever LINC Tasmania and ACT have much higher interactin and amplificatin rates cmpared t cmmunity and reach. Bth ACT and Tasmania have smaller cmmunity sizes. This might indicate that the smaller the cmmunity size the higher the interactin rate and that different strategies may need t be used t maintain interactin (engagement levels) as cmmunity size and reach increases. Page 15 f 21

16 7.5 Ttal engagement (interactins + amplificatin) Insights: Again, State Library f Victria has a greater number f engagements than mst ther libraries in this perid due t its cncentrated campaign, with interactins rather than amplificatins cntributing t the majrity f engagements. Again we can see smaller cmmunity size and reach crrelating with larger engagement; with different strategies required t maintain this engagement as cmmunity size and reach increases. Page 16 f 21

17 7.6 Cnversin Insights: Cnversin (link-clicks) is nt always the gal f each cmmunicatin campaign. Twitter tends t have a higher cnversin (click-thrugh) rate than Facebk, generally because the Tweet character limit means a link t mre infrmatin is ften included. Page 17 f 21

18 Page 18 f 21

19 7.7 Outbund activity Page 19 f 21

20 Insights: Cnsidering Outbund Activity data in the cntext f ther perfrmance categry data suggests that a high number f psts r tweets des nt necessarily cntribute t high engagement. Page 20 f 21

21 7.8 Cnversin Rate Page 21 f 21