Presentation by Lynda Bowler from Devon Libraries at the PPRG seminar in Birmingham on 8 November 2013.

2. Fifty Shades of
Devon Libraries:
Membership
Campaign
February 2013
@lmbowler
@DevonLibraries

3. Our aims & targets
• Celebrate libraries
• Encourage new people to join
• Experiment with social media
• Join 1,000 new people for Nat Libraries Day
• Join 3,000 people during February

4. Experimenting….
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New ‘conversation’ with customers
Showcase full range of services
Evolve our ‘tone of voice’
Drive people to our website
Engage more staff in social media
Experiment with different tools

5. What did we do?
• Pre-programmed series of tweets
• Roving team of staff tweeting on NLD
• Agreed a set of hashtags and procedures
• #lovemydevonlibrary
• Collaborated with DCC Comms & Marketing
• Linked with Influential Tweeters
• Retweeted the ‘hearts’ comments during
Valentine’s Day

6. Themed Tweets
• Encourage engagement
• Fun
– #funnythingsusedasbookmarks
– #strangebookrequests
• Quirky takes on libraries
• Promote wider range of services:
– Ebooks, Ancestry.com, Wi-Fi

8. Councillor Roger Croad
Cabinet Member for Community and
Environmental Services

10. Celebrating libraries

11. #Lovemydevonlibrary

12. Impact
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Over 1,000 people joined during the week
106 people joined online
1,156,728 impressions on Twitter!
3,219 during Feb, 30% increase on 2012
762 interactions via Twitter
More informal interactions with customers
Unexpected media coverage via BBC
Radio Devon & Heart FM

13. Wider impact
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Growth in confidence & skills
Trended nationally
Approached by other local authorities
Increased traffic to our website
Reached non-users

14. Things to consider
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Clear aims and evaluation
A national hook or campaign
Needs a ‘call to action’
Agreed tone of voice
Most interactions happen out of hours!
Skills and confidence of staff
Consider risks and mitigation

15. Thanks for listening
Any Questions?
@DevonLibraries
@lmbowler
lynda.bowler@devon.gov.uk