Taking a Stab at Facebook Page ROI

FacebookRecently, both the CEO and the Marketing Director at my library asked about the ROI of paying for Facebook Page ads. They asked because we recently ran two months worth of a Facebook ad, and wanted to know what the ad actually accomplished.

First of all, a bit of background on that ad. We created a simple ad that focused on getting more Likes on our library’s Facebook Page (Ben Bizzle at Craighead County Jonesboro Public Library helped us with that as part of his research on Facebook Page ads). The ad was shown to people with Facebook accounts who had friends that had already Liked us.

So now, back to the question – What was the ROI of our experiment? There are two ways to look at ROI in this case. There’s the simple “Did it work” ROI, and there’s the “What’s really going on here” way to look at it. Let’s look at both:

Facebook Ads ROI – the simple version:

Goal – Our goal with this ad was to gain more Facebook fans. did we achieve that at a good price?

Spent – $591 ($10 a day for approx 2 months)
Gained – 2642 fans – averaged about 40 fans a day.
ROI – $0.22 per fan. Pretty cheap!

Facebook ads ROI – the “what’s really going on” version:

Ok, so we spent spent about $600 and gained 2642 more fans. Big deal. What’s the real ROI for that? What can you do with 2642 more Facebook fans? Here’s my thinking on that:

More eyeballs – this is important because of how Facebook works. On average, about 16% of your Facebook fans see a single post. So more Facebook fans = more people seeing your post (even if the average stays the same).

If national statistics are an ok guide, about 54% of our community, age 13 and up, have a Facebook account. That means we have the potential to reach over half of our community through Facebook … for free or cheap. That’s huge, so paying $0.22 per fan to get there seems to be a small price to pay for the added benefit of being able to share the good stuff of the library with more people in our community.

Better listening tools – Also important. Consistent interaction gets us active fans willing to talk back. Having more fans gets us the potential to have more interaction and feedback, since we are engaging a larger audience.

Better advocacy channel – this one’s simple. People say good stuff about the library. In Facebook, those posts spread. Again, more people (hopefully) equals more people saying good stuff about us.

So that’s what I’m thinking anyway. Eyeballs, listening, and advocacy. More fans = more of each (or at least the potential to have more of each).

Help me out – what am I missing?

FB Hand image by birgerking

Tell your Customers that you have Ebooks

ebookRecently, the Pew Internet & American Life folks released this about ebook lending at public libraries. It’s part of their Libraries, patrons, and E-books report.

Here’s the pull-out quote: “Most Americans are unaware of e-book lending at their local public library.” Then it goes on to the stats: 76% of public libraries lend ebooks … and most Americans really don’t know if their library has them.

I know. There’s a lot in the current ebook/publisher/distributor landscape that you can’t really change at the moment. Yes, yes, together we can and probably will create some ebook changes.

But for now, your single library can’t change the price of an ebook to a fairer price; you can’t get 27 checkouts from HarperCollins books; and you can’t call up Penguin and beg them to sell you ebooks, even though they don’t sell to libraries … and have them cave in and make an exception in your case (well, unless you happen to be a large NYC library, perhaps).

But there is one thing … One Thing! One thing that you CAN do, and we apparently AREN’T DOING IT. And that’s actually telling people that you have ebooks that can be checked out. What’s up with that?

Guys, this is simple stuff … and putting up a link to Overdrive on your website does not count.

What can you do to tell your customers that your library has ebooks? Here are some starter ideas:

  • link on your website
  • big, bold ad on the main page of your site, above the fold
  • a large sign in your library
  • a couple of large signs in your library
  • a billboard on a major road in town
  • mention it in your events newsletter
  • mention it in your enewsletter … with a link
  • mention it in Twitter and Facebook. More than once.
  • Send out a press release
  • Get an interview in the newspaper, at local radio stations, and on the local TV news station.

Then rinse and repeat. You generally have to tell people more than once to make it “stick.”

So – those are some starter ideas. How about you? How have you successfully told your customers that you do, in fact, have ebooks? let’s share, and turn this silly pew statistic – this horribly pathetic Pew statistic – around.

photo by Nikkorsnapper

Answering some Questions about Social Media

Once in awhile, some of you guys ask me questions via email. Usually, I just answer back in another email. This time, I thought I’d also answer via a blog post – you might find something useful here, too.

The question was about social media – how does your library do it, how is it used, who manages it, etc. Here are the questions and my answers:

1. Should social media responsibilities fall within the scope of public relations and marketing? Who in your library has the responsibility?

In Topeka, our Digital Services Director (that’s me) has oversight of social media. He acts as our library’s digital branch manager. That said, social media is a shared responsibility. Usually, a social media push starts in our Creative Group – a team made up of web, marketing, and public services staff. This team gets a feel for a new service, sets some preliminary goals, and sets up the service for the library. The next step for us is to create a pilot project team made up of public services staff (and the digital services director and possibly a marketing staff member too).

Then we expand as needed. For example, our Facebook team includes 12-15 staff members, mostly public services staff.

2. Is your website managed within your IT department?

Our IT department is part of our digital branch. IT is under the direction of the digital services director. Our web developer and web designer are both part of the IT department, and also part of the Creative Group. They do all the back end development of the site. Most of the content on our website is developed and maintained by other staff in the library (usually public services staff). The digital services director sometimes edits content, and meets with staff to help provide general suggestions and direction for library content. Marketing also helps with this.

3. How do you use social media and your website to engage with your communities?

We use social media to connect with our community by sharing library stuff and staff. “Stuff” includes our materials, events, and services. “Staff” means just what it sounds like – our staff involved in social media work to engage our community. For example, on our Facebook Page, our Facebook team focuses on these areas: readers advisory, current events and trends, and library materials, events, and services. In every post, our goal is to connect and engage with customers (in Facebook, the more engagement you get, the more eyes see your post), to point back to the library, to answer questions as they occur, and to share the library with our online community.

4. How much control of message and brand is important, in contrast with community engagement on the part of many staff throughout your library system?

I can’t say this strongly enough – in social media, you simply cannot control the message. Your customers do. Most modern marketing books, websites, blogs, etc. say that social media is all about engagement. It is probably 90% customer engagement and conversation, and only 10% marketing. If you flip that ratio to 100% marketing, your followers will simply tune you out.

Think about social media like this – who sits at your reference desk? Who runs your programs, classes, and events? The marketing department, or front-line public services staff? Does your marketing department control and edit the conversations taking place at the reference desk? I’m guessing not.

Social media is the same – it’s customer conversations and engagement, just like in your physical buildings. It’s just happening in your “digital building” – on your website and in your social media accounts.

photo by Mixy

Starbucks Cards and Libraries – Would it Work?

I sometimes pick up those cool Starbuck’s Free App/Free Song/Free Book cards when I’m at Starbucks buying a coffee. I think those cards are pretty cool, and I think they just might work in a library setting, too.

What if libraries did something like this – created some cards, and pointed to free content, like:

  • Project Gutenberg free ebooks
  • Free music via your Freegal account (or fill in the blank if you have another music database)
  • Free event – have the card be the ticket to the event
  • Free game – point to something on the web, or actually make an app-based game and point to that.

This idea is sort of like those signs I saw at the Denver airport awhile back.

So … thoughts? Do you think it would work in a library? I’d love to know!

And an aside – yes, I know the video is sorta jumpy. Sorry about that! I should have used the Focus Lock feature, and didn’t think about it. Next time!

Share the Right Info

windspeedIf you’ve ever flown on a plane, you’ve probably heard the pilot say something like this: “The wind is blowing south southwest at a speed of 10 miles an hour.” They usually say this like it’s either extremely interesting, or it’s highly useful information that everyone needs to know.

Does anyone really care about that? Does knowing how fast the wind is blowing and what direction it’s coming from really help make your plane ride a better one?

I’m guessing not.

Here’s what I’d much prefer hearing from a pilot: “this is the best plane I’ve ever flown, it should be a smooth ride, and I’ll get you there 15 minutes early.”

And maybe from the flight attendant: “the ginger ale is really yummy today!”

Some organizations share the wrong information. Information that’s inward-facing. Information that’s really important to the organization (i.e., windspeed to a pilot), but not really all that important to the customer. Libraries are certainly guilty of that – anyone ever seen a description of a library database? For example, here’s how Madison Public Library describes EBSCOHost:

EBSCOhost is a collection of databases provided by EBSCO and funded through a statewide contract with BadgerLink.  Most databases reference collections of magazine articles or newspaper articles, each with a different focus.  You may search all databases, or use only the collection that interests you by connecting to individual collections below.  A few EBSCO products, such as the Auto Repair Reference Center, have different search functions and interfaces due to the nature of the content.

This is on their “more info” page. Their more customer-focused description is better (on their main list of databases page):

EBSCOhost includes thousands of indexed magazines, many full-text, for over fifteen years. Magazine coverage ranges from the popular to the academic.

Is this the right info to share with customers? Do either of these descriptions tell customers what they’ll find if they use EBSCOHost? I think the smaller paragraph does. I don’t think the first paragraph says much of interest to a library customer.

And that’s just one example, for one small part of a library’s website. My question – do you do that on your website (I’m sure my library does)? Do you do that in other parts of your organization?

And more importantly – have you asked your customers if you are sharing the right info with them? Something to think about.

photo by Alex Marshall