Advocacy potsdam

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Advocacy potsdam

  1. 1. Advocacy for Libraries:In Our Own Interest(And our communities!)<br />NNYLRC, Potsdam, NY, Oct. 7, 2011<br />Stephen Abram, MLS<br />VP Strategic Partnerships and Markets<br />
  2. 2. The Essential Definitions<br />
  3. 3. Advocacy is Different<br />Public Relations is getting your libraries message across – This is who we are and what we do, where and for whom.<br />Marketing is understanding your customer and how to best deliver services and products<br />Advocacy is marketing an ISSUE. Support and awareness are built incrementally. Advocacy is an agenda and not an event!<br />
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  7. 7. Ask Yourself . . .<br />How do libraries differ as an issue?<br />From the listeners point of view and experience. <br />
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  9. 9. Selling Ideas<br />You are engaging in an INFLUENCE agenda.<br />Selling is not a dirty word!<br />Politics is not a dirty word!<br />
  10. 10. Essentials for Advocacy<br />Someone who needs to care<br />Courage<br />Trustworthy<br />Passion<br />Belief<br />Proofs <br />Stories and Knowledge<br />Respect for whom you need to influence<br />Understanding beyond caricature (e.g. Politicians, the “Boss”, Teens, Seniors, The “Public”, Vendors...)<br />
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  17. 17. When is Advocacy Needed?<br />Before you need it!!<br />
  18. 18. Issues and Timing<br />
  19. 19. Why is Advocacy Needed?<br />To avoid downsizing of locations, budgets, staff, collections that hurt end user opportunities and goals<br />To address shallow thinking about the web and electronic resources like e-books<br />To speak up for the silent majority of library users<br />To position libraries in the minds of funders and decision-makers<br />To prepare for future success and to build a well of support and goodwill<br />To inoculate against political and local competition for resources an capital<br />
  20. 20. Advocacy<br />Plans<br />Must<br />Be <br />PLANNED!<br />
  21. 21. Mining Creativity for Seeking and Getting Attention<br />Hints<br />
  22. 22. Mudflap Girl<br />
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  26. 26. CUTE KIDS<br />HANDS<br /> Animals<br />
  27. 27. What Visuals Might Underperform<br />Books (stacks, fans, generic)<br />Discs (and especially diskettes)<br />Technology (desktops! CRTs!)<br />Standard Clip Art and templates <br />Models versus locals or real people<br />Static building shots that don’t change <br />No staff pictures<br />
  28. 28. Can You Stand Out in a Crowd?<br />
  29. 29. Find Target, Aim, Shoot, Check-in<br />
  30. 30. Be The Sun<br />
  31. 31. Stand Out in a Crowd<br />
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  33. 33. Bend the Growth to Your Will<br />
  34. 34. Ask for It!<br />
  35. 35. Drive them to what they want<br />
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  38. 38. Ummm, It’s real easy! Talk to me about something I am interested in, where I am, that meets my needs and goals.<br />
  39. 39. Speak Up!<br />
  40. 40. The Baker’s Dozen: LVA Top 13<br />Health and Wellness / Community Health / Nutrition / Diet / Recovery <br />DIY Do It Yourself Activities and Car Repair <br />Genealogy <br />Test prep (SAT, ACT, occupational tests, etc. etc.) <br />Legal Questions (including family law, divorce, adoption, etc) <br />Hobbies, Games and Gardening <br />Local History <br />Consumer reviews (Choosing a car, appliance, etc.) <br />Homework Help (grade school) <br />Technology Skills (software, hardware, web) <br />Government Programs, Services and Taxation <br />Self-help/personal development <br />Careers (jobs, counselling, etc.) <br />Readers Advisory was 14th<br />
  41. 41. Gale Library <br />Databases Compare <br />Very Well <br />to Other <br />Web Experiences <br />
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  48. 48. Money is not the key.<br />
  49. 49. In fact, focusing on budget and money can just flush dollars. Focus on gaining attention and word of mouth.<br />
  50. 50. Visuals <br />Trump <br />Words<br />
  51. 51. ScaryCreative<br />Graffiti Tag (with stencilled watercolours) <br />Sidewalk Chalk<br />Door Hangers<br />Vanity Plates<br />Build a Bear<br />American Girl<br />Geo-games<br />Foursquare Mayors<br />Tattoos<br />Where’s Waldo?<br />Mascots<br />Your idea here...<br />
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  53. 53. Gaining Attention<br /><ul><li>On the blinds
  54. 54. On Parking Spaces
  55. 55. Overpasses
  56. 56. Etc.</li></li></ul><li>
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  60. 60. Thank Heaven You Have the Library!<br />
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  64. 64. Metrics<br />Traditional versus New Statistics<br />Statistics versus Measurements<br />Visualizations<br />Geo-IP data<br />Massive increases in virtual usage<br />Community badges and widgets<br />API’s, Facebook links, etc.<br />Satisfaction surveys, really.<br />
  65. 65. Examples of Advocacy at Work<br />http://www.cecil.ebranch.info/about-us/support-us/my-library-my-lifeline/<br />
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  67. 67. http://www.jessicaheartslibraries.com/<br />
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  72. 72. Supporters of the Library of Michigan formed "Hands Around The Library", surrounding the 1800' perimeter of the building. People from all walks of life and all age groups joined together to attempt to block the closing of this world class facility. <br />
  73. 73. More than 525 supporters of the Library of Michigan gather to protestGovernor Granholm's planned closing of Michigan's State library this Fall. <br />
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  77. 77. Be Part of Your Tribe!<br />
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  79. 79. http://blog.8bitlibrary.com/2010/01/13/project-brand-yourself-a-librarian/<br />
  80. 80. The Virtual Handout<br />The Value of Public Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-public-libraries/<br />The Value of School Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-school-libraries/<br />The Value of Academic and College Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-academic-and-college-libraries/<br />The Value of Special Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-special-libraries/<br />Library Advocacy: Save the Library Campaignshttp://stephenslighthouse.com/2010/04/01/save-the-library-campaigns/<br />
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  98. 98. Learn to tell a story for influence and not just Information and<br />entertainment<br />
  99. 99. Have Your Users, Members,<br />Patrons<br />Students<br />Professors<br />Tell the Story<br />Invest the time and train a few.<br />
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  102. 102. The American Values debate <br />is good for libraries.<br />What about our children? <br />is good for libraries.<br />Family values and traditions <br />is good for libraries.<br />The economy issue <br />is good for libraries.<br />Get the idea? <br />This is apolitical.<br />
  103. 103. Make Your Own Dazzle<br />CafePress<br />Zazzle<br />Self Publishing sites like >>>>> Flickr, Blogger, WordPress, etc.<br />Posters<br />
  104. 104. Make Your Own Dazzle<br />YouTube<br />TeacherTube<br />LinkedIn<br />Gale widgets, AccessMyLibrary Apps, etc.<br />
  105. 105. Cafe<br />Press<br />
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  108. 108. Avoid the Climate of Poverty<br />
  109. 109. People Love Their Libraries but Libraries Cannot Live on Love Alone.<br />source: http://www.distilled.co.uk/blog/wp-content/uploads/2009/05/conversation.jpg<br />
  110. 110. Stephen Abram, MLS, FSLA<br />VP strategic partnerships and markets<br />Cengage Learning (Gale)<br />Cel: 416-669-4855<br />stephen.abram@cengage.com<br />Stephen’s Lighthouse Blog<br />http://stephenslighthouse.com<br />

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