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Speaker is from NY's Mid-Hudson Library System
You can't just sit back and see what happens in library
votes – you need to actively tell supporters you need them to vote/act/speak up
MHLS created campaign structure to get the vote out
* midhudson.org/vote – Public Library Vote Toolbox
(works for general advocacy to boards, etc. too)
When a vote fails, who voted no? Who actually
came out to vote? Do you know them? What are their characteristics/what are
they like?
* The day after a no vote, you have to get right back to
convincing them
Garnering support has to happen year round
Start "inside" – know who is using the
library
* What are they into?
* Where do they live?
* What do they do when not at the library?
"Magic Quadrant"
* Most important = heavy library users, registered to
vote – supporters – ensure that they vote
* Heavy library users not registered to vote –
supporters – get them to register and vote
* Registered voters who don't use the library – neutral/potential
supporters – reach out to them
* Try to figure out who they are, and segment the market
2 basic tenets: Tweak what you're already doing,
harness others to work for you
Don't avoid publicity b/c you couldn't handle
popularity – if you can't handle the demand, make an argument to your community
that if they want x, this is what it costs/will take
1) Gain more supporters and goodwill
* Do this even among current users, who may not know about all
services/have all background info, etc.
2) Create and build a sense of loyalty
* Don't aim for everyone and don't aim to make them all
weekly users – just make sure they understand your value
3) Work smarter, not harder
* Be as simple as possible
6 basics
Regular communication w/current users/supporters (not
just when you need something)
Consistent effort to gain new users/supporters
* Yearly townwide mailing?
* Include the VIPs in town
Increased visibility in the community
Proactive communication with community leaders
Strategic thinking about everything you do
* How can you add a value-added message to everything?
Programs, services, etc
Practice word of mouth marketing
* Know what you want to say
* All internal constituents – staff, trustees, etc
should be saying the same thing at the same times
* Tried this system-wide with Mango, doubled usage in a
few months
* Everyone should have some little factoid for
grocery-store-line conversations
* Prep a packet in advance including talking points, a
video, etc. to help train/prepare people
4 steps
Choose
* Choose a group – who isn't using the library?
* Think lifestyles rather than demographics
* Who is ready to hear your message and help out?
* ESRI tapestry segmentation chart: http://www.esri.com/data/esri_data/tapestry.html
-- freely available, describes many market segments very specifically [note: I requested a copy of this poster in late March and I haven't heard a peep since]
* Go where the people already are
* Take advantage of already extant communication
networks
* Find social groups that don't have a high rate of
library use
Explore
* Learn about chosen groups to tailor your message to
their needs and perspectives
* "Stalk" them online? (Facebook pages etc)
Contact
* Be genuine
* Investigate their communication network, get in touch,
explain what you're doing
* "why do you want to talk to us?"
"because you're members of the community and we want to serve our
community"
* Ask what they need
Partner
* Reach out, show and inform, market, educate
* Think about repackaging – talking slightly differently
about what you have to communicate its appeal to a particular group
Toolkit: midhudson.org/byb
How to do this in an online environment
Website = fundamental landing point for online
searching for info about your library
* Needs to load fast, have info easy to find
Keep an eye on online reviews
Find local groups with Facebook pages, promote your
stuff through them (with permission)
Think backwards – start with them and work from there