Library advocacy 3.0


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Taking Library Advocacy to the next step by using mobile technology.

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Library advocacy 3.0

  1. 1. Library Advocacy 3.0NYLA InstituteMonday, February 28, 2011Presented by Libby Post Who You’re Learning With • Libby Post, President/CEO of Communication Services – Work with libraries in NY and NJ on branding to position them for growth – Run branding/marketing campaigns, building referendums, budget votes and charter changes – Train library directors and library boards on how to run successful campaigns 1
  2. 2. Public Libraries We’ve Worked With• Albany Public Library • Lewisboro Library• Diver Library • Long Lake Library• Elting Memorial Library • Mahopac Public Library• Fairport Public Library • Penn Yan Public Library• Finkelstein Memorial Library • Pawling Library• Gold Coast Public Library • RCS Community Library• Goshen Public Library • Saugerties Public Library• Grinnell Library Association• Highland Public Library • Stone Ridge Public Library• Hudson Association Library • Wallkill Public Library• Irondequoit Public Library • White Plains Public Library• Jervis Public Library • Wood Library• Lagrange Library • Woodstock Public LibraryLibrary System Training• Division of Library • North Country Library System Development, NYSED • Onondaga County Public• Mid-Hudson Library System Library System• Mohawk Valley Library System • Palmer Institute for Public• Monroe County Library System Library Org. and Mgt.• Nassau Library System • Ramapo Catskill Library• New York Library Association System• New Jersey Library • Suffolk Cooperative Library Association System• Nioga Library System • Upper Hudson Library System • Westchester Library System 2
  3. 3. What We’ll Learn Together Today• Why Be an Advocate• What Advocacy Is All About• How we can use the Web and Social Networking to – Reach new people – Organize our supporters – Reinforce your message – Get resultsIn depth looks at:• Branding• Web 2.0 – Social Networking/Marketing – Blogs – E-mail campaigns• Web 3.0 – Mobile marketing • Mini sites • Smartphones 3
  4. 4. Giving Credit Where It Is Due• Wellstone Action• ALA’s Library Advocate’s Handbook• E-politics online (• Experience gathered working as an advocate for over 30 yearsSome Advocates We’ve Known • John Brown – Leading Abolitionist – Anti-Slavery Advocate 4
  5. 5. Some Advocates We’ve Known • Eleanor Roosevelt – First Lady – Human Rights AdvocateSome Advocates We’ve Known • Cesar Chavez – President, United Farm Workers – Migrant Workers Advocate 5
  6. 6. Some Advocates We’ve Known • Dr. Martin Luther King, Jr. – President, Southern Christian Leadership Council – Civil Rights AdvocateSome Advocates We’ve Known • Harvey Milk – Martyred San Francisco Supervisor – Lesbian and Gay Rights Advocate 6
  7. 7. Some Advocates We’ve Known The Online Revolutionaries in EgyptSome advocates We’ve Yet to Meet Any of these people could be you! 7
  8. 8. Why Be An Advocate?• “If I am not for myself, who will be for me? And when I am for myself, what am I? And if not now, when?“ – HillelWhy Be An Advocate• If we don’t stand up for libraries, who will?• If we do stand up for libraries – Our staff will – Our trustees will – Our peers will – Our patrons will – Our community leaders will – Our elected officials possibly will (if we make it politically safe for them) 8
  9. 9. Why Be An Advocate?• Stand up for what you believe in – Frame the debate and determine the message• Express your passion about libraries• Become a leader• Organize supporters – Allow them to express their passion as well• Develop strategies• Execute and analyzeWhat Is Advocacy All About?• Taking action to impact an issue – Why you want to take action? – What do you want to accomplish? – How can you be best prepared? – What resources will you need? – Who will lead? 9
  10. 10. What Is Advocacy All About?• Advocacy comes alive as a campaign – Effective message that moves people to action – Series of tactics based on message and resources • Online and “on the street” – Clear attainable goal • Internal goal • External goalKey Components ofan Advocacy Campaign• Strong leadership • Organize people• Clear goals • Determine tactics – Written plan – Online• Strong, clear – “On the Streets” message • Media• Determine targets to – Public Relations pressure • Celebrate 10
  11. 11. Strong Leadership• Essential to have someone in charge – Campaigns require planning, focus, discipline and organization• Decisions need to be made quickly and decisively• Everyone has a role to play• Campaign leadership has control of campaign decision makingClear Goals• Articulate vision – Have a clear understanding of what campaign is trying to accomplish – Can not be all things to all people – May not be able to talk about other important issues• Written plan drives strategy and tactics• Define victory 11
  12. 12. Strong, clear message• Clear, concise• You define it – Don’t let opposition define your message• Internal message – What you use to engage and motivate your base• External message – What you communicate in various ways to your intended targets—policy makers, elected, etc.Determine targets• Who are you trying to impact – Supporters (folks who don’t know they’re supporters—yet!) – Policy makers – Decision makers – Elected Officials• Helps determine where you have or where you need to build supporters 12
  13. 13. Determine tactics• Personal visits with targets – That’s what you’ll be doing tomorrow• Letters, faxes, e-mails, postcards and phone calls to targets• Rallies and demonstrations• Direct action strategies – Book In: Pile up books in front of a legislators’ office to show value of one visit• Political theater – Bread and PuppetDetermine Your Online Strategy• Websites• Blogs• Social Media – Facebook – Twitter – You Tube• Mobile Media – SmartPhones 13
  14. 14. Organize people• Organize People – Excite your base with your message – Gain their commitment to act – Give them specific things to do – Constantly reach out and bring in new peopleUse media• Has to be coordinated• Spokesperson determined• Stay on message• Media tactics – Press conferences and other earned media – Letters to the Editor/Op Ed pieces – Editorial board meetings 14
  15. 15. Focus: Developing Your Message• Can have great goals, innovative tactics, know who to target• But without clear, compelling message you won’t be able to celebrate!Focus: Developing Your Message• Your message is the core argument• Must be the foundation upon which all organizing is based• Bold, clear, concise• People should feel their self-interests are connected to the interests of the campaign• Talk directly to people in plain language 15
  16. 16. Focus: Developing Your Message• Do not be afraid to speak out forcefully and with conviction – Straightforward and honest• “People yearn for leaders who are real, who are willing to speak their mind, take a stand and do what they think is right.” – From “Politics the Wellstone Way”Why Libraries Can DevelopCompelling Messages• Because it can be grounded in the experiences and circumstances of its intended audience(s)• Because it can easily be based on values shared by both the advocacy effort and its audience(s)• Because libraries are credible, can back up our assertions with facts and our message can be delivered by trustworthy people 16
  17. 17. What Makes a Message Good?• Connecting a person’s interests and values – Start with what a person already knows and thinks and then move them to where you want them to be• Want to inspire people to take action – Depends on whether message leaves people feeling hopeful, energized and that their contribution will make a differenceCompelling Messages from Patrons 17
  18. 18. What Are Our Basic Messages?• Libraries are an essential service – Jobs and Opportunity – Life Long Learning – Quality of Life – Community Empowerment• Libraries are more important than everBasic Message: Libraries Are Essential Library Fire Police Health Care Schools 18
  19. 19. Developing Your Message• In 1992, when James Carville ran Bill Clinton’s first presidential campaign the following phrase was on the white board KISS Keep It Simple Stupid Don’t over think. Remember who your audience is.Laying the Groundwork• What does your library stand for?• What is its emotional appeal/tug?• What is your library’s brand? 19
  20. 20. What is Branding?• Integral part of • Emotional branding: marketing – Love• Sets libraries apart – Hate from other public – Hope institutions – Fear• Sum total of all • Libraries give people attitudes, perceptions hope, a sense of and beliefs about your community, a long life library of learningWhat is Marketing?• All activities geared to raising the identity and use of the library• Libraries need to market – Reinforces position as an essential service for the community – Reinforces that libraries are very relevant and haven’t been replaced by the internet – Positions library to garner community support for voter initiatives 20
  21. 21. Use Your Annual Report• Constantly remind the public what you do – How many people came through your doors – How many items were checked out – How many programs were held – How many people used public access computers• Make the connection between the numbers and your message – We help people in times of economic stress – Free Services – Go back to the beginning of presentation, how does your library fit the bill?Marketing Tools• Logo • Signage• Graphic Standards • Name tags Outstanding• Newsletters Customer Service• Bookmarks • E-mails newsletters• Posters • User friendly, easy to• Post Cards navigate website• Message on Hold • PowerPoint presentations• T-shirts • Displays • Public Relations 21
  22. 22. Visual Identity is ImportantTraditional Marketing CampaignsAre Still Important 22
  23. 23. Having a good looking, easy tonavigate website is also important• Highland Public Library• New York Public Library• Fayetteville Free Library• Port Washington Public Library• Los Angeles Public Library• San Jose Public LibraryNYLA’sOn-Going Advocacy Campaign 23
  24. 24. NY’s Libraries: Essential Campaign• Strong leadership – Mike Borges, NYLA ED – NYLA Legislative Committee – Communication Services’ teamNY’s Libraries: Essential Campaign• Clear goals – External: • Position libraries as essential to stave off further state funding cuts – Internal: • Strengthen NYLA’s advocacy brand and operation 24
  25. 25. NY’s Libraries: Essential Campaign• Strong, clear message – New York’s libraries are essential to • Jobs and opportunity • Lifelong learning • Quality of Life • Community Empowerment• Determine targets to pressure – State legislatureNY’s Libraries: Essential Campaign• Organize people – Staff – Trustees – Patrons 25
  26. 26. NY’s Libraries: Essential Campaign• Determine tactics – Website • Online petition • Why is your library essential? • Drive people to NYLA Advocacy Site • SnapShotNY photo and video gallery – Facebook page • Constant communication driving folks back to Protect NY libraries site • Supporters sending e-mails from NYLA site – Print materials Time to Take a Break! Be Back in 10! 26
  27. 27. The Next Step in Our Advocacy Going Viral With New 3.0 Tools!Now, it’s importantto take the next step(s)• Take advantage of some Not utilizing social of the most cost-effective media in the 21st Century is like not and easy marketing having a website in available the 1990s. – Web 2.0 It screams—the library is out of • Social Networks/Media touch, out of synch, – Web 3.0 not technologically • Mobile Marketing with it! 27
  28. 28. Do We Have 2.0 Supporters? The only place to go is up! NY’s Libraries: Essential Facebook Page grew to over 4,400 in just a few weeks!Do We Have2.0 Supporters?• 80-89% age 18-33• 60-69% of 34-45• 50-59% of 46-55• 40-49% of 56-64• 30-39% of 65-74• 10-19% of 74+ – The fastest growth in internet use are people 74 and older• Blogging for all online adults rose slightly overall from 11% in late 2008 to 14% in 2010. 28
  29. 29. Do We Have2.0 Supporters?• Fasted growing cohorts for social networking activity is 46-64Do We Have 3.0 Supporters? 29
  30. 30. Do We Have 3.0 Supporters?Do We Have 3.0 Supporters? 30
  31. 31. Do We Have 3.0 Supporters? Smartphone Penetration in the U.S.Do We Have 3.0 Supporters? 31
  32. 32. Let’s Get Started on Web 2.0:The Social Media LandscapeDoes My Library Haveto Use Them All?• NO!• Focus on Social Networking, Social Media and a bit of Social Sharing – Blogs – Facebook – Twitter – You Tube – E-mail campaigns• Drive supporters back to a dynamic website 32
  33. 33. Libraries and Social Networks• Interactive e-playgrounds• Web based tools that allows the library to to meet, interact, collaborate, share info and media with your audiences— including your supporters• Platforms for communication, empowerment and advocacy!Libraries and Social Networks Opportunity to engage your supporters/patrons and build an interactive online community for the library  Create a Community  Get Engaged  Share Information  Generate Calls to Action  Advocate 33
  34. 34. Libraries and Social Networks• Enables us to go beyond the “library advocates are as quiet as libraries”• Establishes and reinforces our role as leaders in library advocacy, freedom of expression, and the last bastion of democracyBlogs• Not as much dynamic growth but still an important factor (youth are moving away blogs)• Library blog – Use to get your word out – Create conversations• Bloggers that are followed impact public opinion – Can help spread the library’s message – Consider having “blogger events” to lay out your issues 34
  35. 35. Advocacy Websites• We walk a fine line between using taxpayer money for advocacy and not• OK to ask folks to contact their legislators for funding• Not OK to ask folks to Vote Yes• Set up separate Vote Yes sites – Plugs ins for Facebook – Have a presence on Twitter as well• New site: www.stoptrashingmylibrary.orgFacebook• Is extremely relevant—today and tomorrow!• Is cost-effective—FREE unless you take out ads• Enables you to build your advocacy audience and keep them in the loop• They can help you build even more 35
  36. 36. Facebook• Easy to set up• Create a page for the library – Now people “like” your library (very 5th grade) – No longer Fan Pages• RCS Community Library• Fayetteville Free Library• Seattle Public LibraryFacebook• Enables you to – Promote your issues – Build audiences – Keep folks up to date – Drive supporters to take action – Post links and videos – Connect through Twitter 36
  37. 37. Facebook• Social Plugins that you can put on your library’s website – Like Button and Like Box – Activity Feed – Life Stream – Comments • And moreTwitter• Reinforce Facebook postings – Facebook reinforces Twitter• Short messages (140 characters), convert website addresses to “tiny urls”• Create a community followers – Build on Facebook community• They can retweet your postings• Create greater presence and increase your followers 37
  38. 38. Twitter• New York Public LibraryTweetdeck• Gives you the ability to post on multiple social networks at once 38
  39. 39. So does Ping.fmYou Tube• Post videos of testimonials from supporters and patrons – Lots of potential – Videos are short, concise ways to convey information and even have some fun!• Queens Library• Queens Library #2 39
  40. 40. E-mail Campaigns• You have the e-mails list• You have the information• Use them!• Drive people to Facebook, Websites to take actionMaking It All Work Together• Promote Facebook and Twitter on your advocacy and/or library websites, blogs, print materials, individual e-mails and e-mail newsletters• Drive people to your website postings, You Tube videos and blog entries on Facebook and Twitter• Social Network logos are free to use• Promote sharing 40
  41. 41. So When Did We Get to Web 3.0?• When we got our Smart Phones!Web 3.0—It’s All About The Phone!• Users always have them and are quickly accessed – Not so with lap tops, iPads or desk tops• We have the ability to take outreach and advocacy to the next level• Mobile-sites• Targeted ads• Text messaging 41
  42. 42. Do We Have 3.0 Supporters?Do We Have 3.0 Supporters? 42
  43. 43. Do We Have 3.0 Supporters?Do We Have 3.0 Supporters? Smartphone Penetration in the U.S. 43
  44. 44. Mobile-Sites• Academic Libraries have been on the cutting edge – Creating mobile-sites that have the same interactive capabilities as regular sites • Search catalogs • Reserve books • Explore calendarTake Out Your Smart Phones!• Adelphi University:• Cornell:• University at Binghamton/SUNY: 44
  45. 45. Take Out Your Smart Phones!• New York Public Library:• Orange County Public Library: Mobile Sites 45
  46. 46. Advocacy Mobile SitesSetting Up a Mobile Site• – Free utility to set up a quick and easy mobile site• Register a domain name – .mobi – Design the site using XML/XHTML and CSS 46
  47. 47. Some Tips from Re-Fashioned for Advocacy)• Give your supporters the finger – Should be able to access using just one finger• Keep it Simple – Short, concise copy – Not a carbon copy of your website – Use key messages• Be Bold – Keep it interesting, focusedSome Tips from Re-Fashioned for Advocacy)• Keep it on Purpose – Mobile supporters have a specific reason – Direct your message to take action • Drive them to a website and send an e-mail • Drive to Facebook • Drive them to make a phone • Drove the to take action! 47
  48. 48. Some Tips from Re-Fashioned for Advocacy)• Be Advanced – Not your website, not constrained by website design – Can go from vertical to horizontal – Mobile site=your campaign’s look and feel• Be Compatible – No Flash – Yes VideoSMS or as we know it, Texting!• SMS=Short Messaging Service• Enables you to send text messages to your supporters – Opt-in – Market your common short code – Drive supporters to library/advocacy website, to get them to take action, to build your base 48
  49. 49. Text Messages• 95%-100% open rate• Short and to the point• Usually read in full• Target your message to build your base – Build your cell listsShort Code NOT Short Bread!• Short Code is the 5 or 6 digit code your Supporters will use to – Sign up for your text messages – Respond to your text messages • Vote for Jennifer Grey on Dancing With the Stars, text Jennifer to 123456 49
  50. 50. Can Get Expensive, But• – Free• – Pay as you goMMS orMulti-Media Messaging Service• Kick your text messages up a notch with – Color – Sound – Video – Animation 50
  51. 51. Mobile Ads• Not as expensive as you think• You can set the budget• You define your demographic• You control the whole thingMobile Ads• – acquired by Google• Explore other providers 51
  52. 52. Making It All Work Together• Promote 3.0 on 2.0 and traditional media• Use SMS or MMS to drive supporters to your – Mobile Ads – Mobile Site – Facebook, Twitters other social networkingOnline Advocacy Wrap Up• Organize your supporters• Communicate with them quickly and effectively• Spur them to action• Mold policy• Shift the direction of public discourse Special thanks for Colin Delany of for writing a paper this part of the presentation is based upon 52
  53. 53. Online Advocacy Wrap Up• Ease – All you need is an internet connection – Little guys can look and fight like the big guys• Speed – Can learn about an issue in the a.m. – Formulate response by noon – Generate online response from supporters by 3 p.m.Online Advocacy Wrap Up• Reach – Your supporters – Media – Bloggers• Interconnection beyond e-mail – Facebook, Twitter, YouTube, other social networking sites – Blogs 53
  54. 54. 5 Simple Rules• What do you want to accomplish? – What are the best tools?• Be persistent, leave brilliance to the genius next door – Be relentless – Use different tactics – Repeat your message, over and over5 Simple Rules• Connect All Your Online and Offline Advocacy Approaches Together – E-mails should reinforce your message – Don’t forget old fashioned methods • Letters • Postcards • Tried and true grassroots efforts 54
  55. 55. 5 Simple Rules• Make it Compelling – Content and tone is key – Action Alerts shouldn’t sound like policy papers – Write like a human being not a policy wonk• Remember you’re selling an idea to get people to actBuild Your Lists• Collect e-mails• Send action alerts that link to page• Can be done in Outlook but the larger the list the more cumbersome – Mail Dog – Constant Contact – Vertical Response 55
  56. 56. Building Your Lists• Have a sign-up button, for your e- newsletter/action alerts, on every page of your site• Encourage your supporters to pass Action Alerts on, have a sign up at the bottom• Collect cell numbers for text messagingHow Often?• Too many = burn out• Too few = Who is this from?• Two to four messages per month is just about right – Exception is when you’re in the thick of a battle 56
  57. 57. Tip for Websites(Not just advocacy)• Make sure your site is – Findable (easy website name) – Navigable (easy to get around, intuitive) – Relevant (useful information) – Current (up to date info)• Special Tip—always link your logo on each page to the home pageTips on Being Current• Constant job• Try to distinguish between time-sensitive and evergreen content• Avoid works like “tomorrow,” “yesterday” or “next week” unless its in an action alert or press release• Keep a spreadsheet to track pages, their messages and relevant dates so you can update 57
  58. 58. It’s a Brave New World It’s Your Turn. Make Your Library Stand Out! 58