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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!

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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Marketing Libraries Outside the Echo Chamber Presentation Transcript

  • 1. Escaping the Echo Chamber
    Laura Woods and Ned Potter
    #echolib
  • 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. 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. 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. Because if people don’t know how we can
    help them, they won’t come to use for help.
    Yet if libraries were invented tomorrow
    PEOPLE WOULD FLOCK TO THEM
  • 6. three examples of FAILURE
  • 7. Exhibit A: the Seth Godin UBER EHCO DISASTER
  • 8. Exhibit A: the Seth Godin UBER EHCO DISASTER
  • 9. Exhibit A: the Seth Godin UBER EHCO DISASTER
  • 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. It was actually 314 MILLION.
  • 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. Exhibit C: the
    INFAMOUS KPMG REPORT
    Libraries are back on Newsnight again, thanks to a KPMG report.
  • 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. 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. 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 happened next?
  • 17.
  • 18. It all feels very familiar
    People reach audiences of millions with erroneous information about libraries; our riposte reaches only ourselves...
  • 19. Now for some
    good news...
  • 20. Successful Escapes
    Toby Greenwalt writes a response to Seth Godin that isn’t on a library blog!
  • 21. Successful Escapes
    Phil Bradley goes on Radio 5 – twice! – to make the case for information literacy
  • 22. Successful Escapes
    Lauren Smith launches local campaign to save Doncaster’s
    libraries and gets coverage in the national media,
    including the BBC
  • 23. Successful Escapes
    Ian Clark writes a piece on libraries for The Guardian’s Comment is Free
  • 24. Successful Escapes
    Lauren Smith writes a piece on libraries for The Guardian’s Comment is Free
  • 25. Successful Escapes
    Simon Barron writes a piece on libraries for The Guardian’s Comment is Free
  • 26. Pro Tip:
    The Guardian loves libraries!
  • 27. Our take-away tips...
  • 28. 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
  • 29. Escaping the Echo Chamber
    Avoid mixing our messages
    Develop a team of rivals
    Respond to attacks using the medium from whence they came...
  • 30. 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...
  • 31. Tap into the zeitgeist
  • 32. And above all
    We in the library profession need to
    TAKE CONTROL OF THE NARRATIVE
  • 33. 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.
  • 34. 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