liber's first communications plan: starting from zero
DESCRIPTION
This presentation by Friedel Grant (LIBER's Communications Officer) was delivered as part of a workshop at LIBER's 2013 conference. The workshop was: "The Interactive Library: Communicating Effectively With Your Stakeholders". Learn more about LIBER at www.libereurope.euTRANSCRIPT
LIBER’s First Communications Plan
Starting from zero.
Friedel GrantLIBER Communications Officer
First, a few words about me…
Joined LIBER in April
First, a few words about me…
Joined LIBER in April
Worked 3 years for The
European Library and Europeana
First, a few words about me…
Joined LIBER in April
Worked 3 years for The
European Library and Europeana
Previous life as a journalist
(Financial Times,
Reuters).
Remember that email….?
Remember that email….?
75% “My library does not have a communications strategy.”
Remember that email….?
75% “My library does not have a communications strategy.”
Small or non-existent budgets are also the norm.
This is common.
24% Only ¼ of non-profit organisations had a written and approved marketing plan for 2012.
Based on a 2011 survey of 1,288 non-profits in 42 countries. Survey conducted by Nonprofit Marketing Guide.com
This is common.
59% Had a written plan or informal notes for themselves only (not approved by leadership).
Based on a 2011 survey of 1,288 non-profits in 42 countries. Survey conducted by Nonprofit Marketing Guide.com
Let’s start with the basics…
WHY not...
“Identifying the right audiences, methods and communications tools helps focus efforts, save time and resources and achieves better results.” Bright Thoughts Blog, Mitchell Communications Grouphttp://blog.mitchcommgroup.com/sheadavis/what-is-a-communications-plan/
In other words, a plan will:
1. Establish clear boundaries.
There's never enough time, money or people.
A plan will allow you to prioritise.
2. Set a baseline.
Writing a plan forces you to look at the current situation.
This in turn will allow you to judge the future success (or failure) of your plan.
3. Ensure Consistency.
Make sure the same message is being repeated across your channels.
The more a message is repeated, the more likely it is to be remembered.
We have loads of different channels…
We have loads of different channels… ?
But we don’t really know if they are effective, or who
uses them.
1. Raise widespread awareness of LIBER membership benefits, our areas of expertise and our influence as a lobbying organisation for libraries’ interests.
2. Provide more resources that are helpful for members.
3. Gather feedback to ensure that LIBER is meeting member expectations and needs.
We hope a plan will help us:
Two guiding principles
www.librarymarketingtoolkit.comwww.slideshare.net/thewikiman/marketing-libraries-in-a-web-2-world
1) Have a goal or purpose.
Only start a project or sign up for a new social media platform if you know why you’re there and how you’ll use it.
1) Don’t over-commit.
“It’s better to do one thing properly than to end up with lots of sad, neglected profiles all over the web.”
Frances Taylor, Marketing Manager, Business & IP Centre, British Library
Key questions to start with:
1. What resources do we have?
2. Who do we want to reach?
3. What messages do we want to send?
What resources do we have?
I wish we had…
One paid member of staff, for one day a
week, for internal and external comms.
(that’s me!)
Reality looks more like this…
+A steering committee of
volunteers from LIBER’s network who
are there to advise and support.
Who do we want to reach?
Who do we want to reach?
Academic libraries and their directors.(current & potential members)
LIBER Executive Board
Sponsors (current & potential)
Library Staff & Users
European Commission Officials (working on Europe’s digital agenda)
Fellow Academic & Lobbying Groups (eg. ISF, LERU, ARL, IFLA)
What messages do we want to send?
High-quality services
Training
Expertise
LIBER OFFERS (1):
}An affordable membership that gives you access to
Libraries
Their Users
Funders
Policy makers
Service Providers
LIBER OFFERS (2):
}A way to collaborate on a global scale.
Library technologies
Hot topics
Important events
LIBER OFFERS (3):
}Information on the latest
Putting it all together:
Goals+ Audience+ Resources + Key Messages + Channels
= ?
In Year 1, we'll focus on putting some basics in place.
1. Start a press list.
Twenty influential journalists and bloggers have
already agreed to be added to our
list.
(GOAL: 50 by the end of the year)
2. Improve the website.(We’re using more photos. We can now embed videos!)
A taskforce will be assembled this year
to further evaluate the website.
-different layout?-new features?
Google Analytics shows that our
most popular website articles
offer tips and guidance for best
library practice. We’ll create more
of those!
3. Analyse regularly.
4. Invest in branded materials.
It's more than just the logo:
→ adds recognition
→ consistency
→ conveys the 'essence' of LIBER to our audience
Just as you recognize these brands, we want LIBER to have a recognizable and professional look and feel.
In Year 2, we’ll push ourselves a bit.
VIDEOS
The second most popular search engine after Google. We can’t afford NOT to be there.
VIDEOS
GOAL: To produce 3-4 videos a year.
We’ll actively work to produce more engaging videos that raise awareness of LIBER and support our advocacy work.
FACTSHEETS
GOAL: To create 4 factsheets a year.
They will provide helpful information to our members and be a versatile way to communicate: downloadable, printable, sharable.
Shared by many influential Twitter
users.
150 downloads so far
And more…
•PHOTOGRAPHS – Regularly upload photographs from LIBER events to Flickr.
•SURVEYS – ask members if they are satisfied; give them a chance to feedback directly to us.
+ website updates, social media, etc…
We hope the result will be…
1. RISING TRAFFIC to the website.
Especially repeat visitors (sign of loyalty)
2. MORE ‘buzz’ about LIBER on social media.
More retweeting, sharing etc…
3. FREQUENT press articles about LIBER.
Thanks to our new and growing press list.
4. HIGH AND PROVEN level of satisfaction among LIBER members.
As shown by the annual survey we plan to undertake.
And now, a disclaimer…
Communications plans are not a magic wand.
•Support from all areas and departments is needed.
•They need to be adapted over time.
It’s a cycle: Plan. Experiment. Adjust.
1. Benchmark
2. Plan
3. Implement
4. Monitor5. Evaluate
6. Adjust
7. Try again!
In Year 3...
(watch this space)
