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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 Marketing Libraries Outside the Echo Chamber Presentation Transcript

    • 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 transmission inside an "enclosed" space
    • 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.
    • 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.
    • 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
    • three examples of FAILURE
    • Exhibit A: the Seth Godin UBER EHCO DISASTER
    • Exhibit A: the Seth Godin UBER EHCO DISASTER
    • Exhibit A: the Seth Godin UBER EHCO DISASTER
    • 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….
    • 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 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.
    • 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, as Bethan Ruddock pointed out on her blog.
    • 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.
    • 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?
    • It all feels very familiar
      People reach audiences of millions with erroneous information about libraries; our riposte reaches only ourselves...
    • Now for some
      good news...
    • Successful Escapes
      Toby Greenwalt writes a response to Seth Godin that isn’t on a library blog!
    • Successful Escapes
      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 BBC
    • Successful Escapes
      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
      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 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
    • Escaping the Echo Chamber
      Avoid mixing our messages
      Develop a team of rivals
      Respond to attacks using the medium from whence they came...
    • 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...
    • 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 add them to our presentation.
    • 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