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Escaping the Echo Chamber
Laura Woods and Ned Potter
#echolib
What is the Echo Chamber?
…any situation in which information, ideas or beliefs
are amplified or reinforced by transmissio...
How does it apply to libraries?
We exchange such great ideas about marketing
libraries, but often we only talk to each oth...
Why does it
matter?Because funding for libraries is
being cut on both sides of the
Atlantic.
Because there are many more
c...
Because if people don’t know how we can
help them, they won’t come to use for help.
Yet if libraries were inventedtomorrow...
three examples of
FAILURE
Exhibit A: the Seth Godin
UBER EHCO DISASTER
The response is awesome – more than 50 library bloggers defend
the profession
They are eloquent, passionate, brilliantly argued
posts.
Exhibit B: the Newsnight
UBER EHCO DISASTER
April 2010: Libraries are the main
feature on Newsnight. Are they ‘an
ethos in...
It was actually 314 MILLION.
Twitter goes
MAD WITH FRUSTRATION
But nobody notices except other librarians.
There is no one on the Newsnight panel who c...
Exhibit C: the
INFAMOUS KPMG REPORT
Libraries are back on
Newsnight again,
thanks to a KPMG
report.
Exhibit C: the
INFAMOUS KPMG REPORT
Libraries are back on
Newsnight again,
thanks to a KPMG
report.
It’s not referenced, a...
Exhibit C: the
INFAMOUS KPMG REPORT
Libraries are back on
Newsnight again,
thanks to a KPMG
report.
It’s not referenced, a...
Exhibit C: the
INFAMOUS KPMG REPORT
Libraries are back on
Newsnight again,
thanks to a KPMG
report.
It’s not referenced, a...
It all feels very familiar
People reach audiences of millions
with erroneous information about
libraries; our riposte reac...
Now for some
good news...
Successful Escapes
Toby Greenwalt writes a response to Seth Godin that
isn’t on a library blog!
Phil Bradley goes on Radio 5 – twice! – to make the case for
information literacy
Successful Escapes
Lauren Smith launches local campaign to save Doncaster’s
libraries and gets coverage in the national media,
including the ...
Ian Clark writes a
piece on libraries
for The Guardian’s
Comment is Free
Successful Escapes
Lauren Smith writes
a piece on libraries
for The Guardian’s
Comment is Free
Successful Escapes
Successful Escapes
Simon Barron writes
a piece on libraries
for The Guardian’s
Comment is Free
Pro Tip:
The Guardian loves libraries!
Our take-away tips...
Escaping the Echo Chamber
Only librarians read library journals! Write for
publications your users read
Don’t just adverti...
Escaping the Echo Chamber
Avoid mixing our messages
Develop a team of rivals
Respond to attacks using the medium from when...
Escaping the Echo Chamber
Avoid mixing our messages
Develop a team of rivals
Respond to attacks using the medium from when...
Tap into the zeitgeist
And above all
We in the library profession need to
TAKE CONTROL OF THE NARRATIVE
Over to you…
If you have feedback, ideas, or strategies for
escaping the Echo Chamber, we’d love to hear
about them and ad...
Learn more or get in touch
Click to go to the following links:
woodsiegirl’s blog
thewikiman’s blog
@woodisegirl
@theREALw...
Marketing Libraries Outside the Echo Chamber
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Marketing Libraries Outside the Echo Chamber

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This is the slides version of the Echo Chamber presentation, by Laura Woods and me. See my other presentations for a briefer introduction to the echolib problem!

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Transcript of "Marketing Libraries Outside the Echo Chamber"

  1. 1. Escaping the Echo Chamber Laura Woods and Ned Potter #echolib
  2. 2. What is the Echo Chamber? …any situation in which information, ideas or beliefs are amplified or reinforced by transmission inside an "enclosed" space
  3. 3. How does it apply to libraries? We exchange such great ideas about marketing libraries, but often we only talk to each other. We need to preach to the unconverted. We need to reach those potential patrons and supporters who are currently indifferent to libraries.
  4. 4. Why does it matter?Because funding for libraries is being cut on both sides of the Atlantic. Because there are many more channels for library scepticism than there is for library advocacy.
  5. 5. Because if people don’t know how we can help them, they won’t come to use for help. Yet if libraries were inventedtomorrow PEOPLE WOULD FLOCK TO THEM
  6. 6. three examples of FAILURE
  7. 7. Exhibit A: the Seth Godin UBER EHCO DISASTER
  8. 8. The response is awesome – more than 50 library bloggers defend the profession
  9. 9. They are eloquent, passionate, brilliantly argued posts.
  10. 10. Exhibit B: the Newsnight UBER EHCO DISASTER April 2010: Libraries are the main feature on Newsnight. Are they ‘an ethos in search of a function?’ asks the correspondent. Oh dear. Then they quote some figures….
  11. 11. It was actually 314 MILLION.
  12. 12. Twitter goes MAD WITH FRUSTRATION But nobody notices except other librarians. There is no one on the Newsnight panel who can correct the error, and although many librarians write in afterwards, the original audience who saw the misleading report will never know it was statistically wrong to the power of 1000.
  13. 13. Exhibit C: the INFAMOUS KPMG REPORT Libraries are back on Newsnight again, thanks to a KPMG report.
  14. 14. Exhibit C: the INFAMOUS KPMG REPORT Libraries are back on Newsnight again, thanks to a KPMG report. It’s not referenced, as Bethan Ruddock pointed out on her blog.
  15. 15. Exhibit C: the INFAMOUS KPMG REPORT Libraries are back on Newsnight again, thanks to a KPMG report. It’s not referenced, as Bethan Ruddock pointed out on her blog. In fact, it’s not true.
  16. 16. Exhibit C: the INFAMOUS KPMG REPORT Libraries are back on Newsnight again, thanks to a KPMG report. It’s not referenced, as Bethan Ruddock pointed out on her blog. In fact, it’s not true. Guess what happenednext?
  17. 17. It all feels very familiar People reach audiences of millions with erroneous information about libraries; our riposte reaches only ourselves...
  18. 18. Now for some good news...
  19. 19. Successful Escapes Toby Greenwalt writes a response to Seth Godin that isn’t on a library blog!
  20. 20. Phil Bradley goes on Radio 5 – twice! – to make the case for information literacy Successful Escapes
  21. 21. Lauren Smith launches local campaign to save Doncaster’s libraries and gets coverage in the national media, including the BBC Successful Escapes
  22. 22. Ian Clark writes a piece on libraries for The Guardian’s Comment is Free Successful Escapes
  23. 23. Lauren Smith writes a piece on libraries for The Guardian’s Comment is Free Successful Escapes
  24. 24. Successful Escapes Simon Barron writes a piece on libraries for The Guardian’s Comment is Free
  25. 25. Pro Tip: The Guardian loves libraries!
  26. 26. Our take-away tips...
  27. 27. Escaping the Echo Chamber Only librarians read library journals! Write for publications your users read Don’t just advertise library services in the library! Where will non-users see them? Go to non-library conferences and events, and make your presence known! Speak your patrons’ language. Find out what they value and use words that reflect this
  28. 28. Escaping the Echo Chamber Avoid mixing our messages Develop a team of rivals Respond to attacks using the medium from whence they came...
  29. 29. Escaping the Echo Chamber Avoid mixing our messages Develop a team of rivals Respond to attacks using the medium from whence they came... Target our resources more wisely:
  30. 30. Tap into the zeitgeist
  31. 31. And above all We in the library profession need to TAKE CONTROL OF THE NARRATIVE
  32. 32. Over to you… If you have feedback, ideas, or strategies for escaping the Echo Chamber, we’d love to hear about them and add them to our presentation.
  33. 33. Learn more or get in touch Click to go to the following links: woodsiegirl’s blog thewikiman’s blog @woodisegirl @theREALwikiman or see a more comprehensive version of this presentation ON PREZI
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