ola sc fopl session on stories and stats
TRANSCRIPT
Using Data and Stories for Advocacy
Stephen Abram, MLSOLA Super Conference
Jan. 28, 2016
If you don’t want to stay today …
These Slides are Available
• Stephen’s Lighthouse.com• Slideshare.net
• Feel free to download, read, and re-use.
Just one point really . . .
Empower your users, members, customers, trustees, etc. to . . .
Tell Their (and Your) Story
Not Simple or Easy
What do we need to know to tell a story . . . with impact?
FOPL Positioning• Simply put: Now more than ever before, Ontario’s Public Libraries play a critical role in the social,
educational, cultural and economic success of the communities in our province. • Public Libraries are an essential investment in the future of our communities and are essential
drivers of success in school preparedness, reading readiness, economic and employment success, and social equity.
• As the development of the knowledge economy progresses, public libraries are a vital link for every resident and every community to ensure success of all Ontarians, regardless of location or background.
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FOPL Talking PointsThe Public Library value proposition is strong and includes (but isn’t limited to):
– Excellent Return on Investment– Strong Economic Development– Great Employment Support– Welcoming New Canadians– Provable Early Literacy Development– Ongoing Support for Formal Education and Homework Help– Serve the whole community equitably– Affordable access to community resources– Access to Government Services and e-government– Questions Deserve Quality Answers – Support Cultural Vitality– Recognized and Valued Leisure Activities for majority of Ontarians
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What are our needs?
What are their needs?
Reflect: There is no such thing as average, a teen, a senior, a New Canadian, a mom, etc.
Lobbying for Public Libraries• Library Day at Queen’s Park• Representation at Town Halls and ministry consultation events• Submissions:
– Several submissions on e-Resources funding issue– Several submissions on e-Book pricing issue– Cabinet level submission to Karen Pitre, Cabinet Task Force on
Community Hubs– Cabinet level submission to Task Force on Ontario’s First Culture
Strategy– Submission on the Ontario government review of Municipal Act and
associated legislation– Joint OLA/FOPL submission on the 2016 Ontario Budget
We got Data!Context of FOPL Stats and Measurements
• Statistics and Measurements Strategies– Participate in CLA task force on national statistics– Host 3 iSchool symposia on measurements for libraries– Lobby for open data for public libraries (win!)– Publish analysis of Ministry data collection for 2001-2013. 2014 COMING SOON!– Publish Market Probe opinion polls for 2015 (building on 2001, 2006, 2010 polls)– Host and record webinars about Statistics and Measurements– Coming Soon:
• FOPL Index of Community Engagement• Province Wide tagline and Marketing Communications plan• More webinars, legal opinions, lobbying, etc.
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We got Data!Marketing and Supporting Libraries
Research• A census of public library e-presences (websites, social media and social networking).
This will be a critical channel for marketing libraries across our province.• A collection of public library taglines from their websites. • A review of the research on major public library "value" branding campaigns in Canada
and the U.S.• Focus group results and interviews with key internal and external stakeholders including
librarians, library staff, library board members and municipal administrators. • We now know our statistics, have them in-house with a talented team of statisticians,
and are well on the way to develop new measurements for the 21st Century.• Data on Ontario public library performance over time• Data on our marketing channels, market positioning, and preparedness for a ‘push’ to
improve Ontarians knowledge of the value and impact of libraries• Insights from stakeholders in libraries, boards and municipalities.• A new 2015 public opinion poll of Ontarians attitudes towards public libraries and how
they’ve changed from our 2003, 2006, and 2010 polls.
What Public Libraries Say They Mean - Missions
Marketing and Supporting Libraries 2016
Implementation• Promote our infographics and develop more!• Issue the updated Statistics Report for 2001-2014• Develop a Tagline for public libraries in both
official languages with street interviews (hired Overlap Associates)
• Implement a broad-based marketing plan promoting the value and impact of public libraries
What’s the Most Popular Activity that Ontarians Choose?
Culture | Art | Sport | Shopping | Fun
A PPT that you can edit, use, localize, customize, post, and more…
You saw the fabulous PPT (editable and localizable) plus Social Media Infographics
These can be used on any library’s web presences – Facebook, Twitter, Tumblr, Pinterest, Instagram, and
so many more.
AND WE HAVE VIDEO TOO!
Visit FOPL.ca or Stephen’s Lighthouse for Prezi, PowToon, YouTube or Sway videos and automated slide shows.
Free FOPL Advocacy and Influence Training Series
• FOPL is excited to announce that access to our member training series is now open for members and non-members. This is a series of webinars and teleconferences to build our sector's capacity for influence and advocating for the value of public libraries.
• #1&3: Factors influencing funding decisions by elected politicians at the state/provincial level: a case study of public libraries in Canada: Part 1 & 2– Instructor: Cheryl Stenström, PhD
• #2: Advocacy in Town and County libraries – Speaker: Sam Coghlan (Retired, Stratford Public Library)
• #4: Advocacy for Urban Libraries– Speaker: Ken Roberts (Retired, Hamilton Public Library)
• #5: The Top 6 Best Practices for Advocates in Any Setting– Instructor: Professor Wendy Newman, MLS, University of Toronto iSchool
• #6: Community communication strategy at the Burlington Public Library – Panel: Stephen Abram, Moderator– Kerry Langford, Burlington Public Library Trustee
Maureen Barry, CEO, Burlington Public Library• #7: Training in positive networking techniques and theories
– Instructor: Ken Haycock, MLS, MBA, PhD, University of Southern California• #8: Advocacy in Small, Rural and Mid-Sized Libraries
– Moderator: Stephen Abram, FOPL – Panel:
Mary Baxter, Georgina LibrariesClaire Dianne, Russell Public LibrarySusan Downes, Innisfil Public LibraryRona O'Banion, King Township Public LibraryCindy Weir, Owen Sound Public Library
University of Toronto iSchool Advocacy MOOC
• Library Advocacy Unshushed• Become a powerful advocate for the values
and future of libraries and librarianship. Be informed, strategic, passionate, and unshushed!
• https://www.edx.org/course/library-advocacy-unshushed-university-torontox-la101x
Specifics to Tell a Story
• Homework positioning• Seniors positioning• Economic Positioning• Early Years Positioning• eGovernment• Digital Divide and Access Divide• Infrastructure capacity• STEAM positioning and Maker + + +
What’s the ‘Problem”?
• We have a very COMPLEX (not complicated) value proposition
• We have great competencies BUT we need to up our game on influence, advocacy, and focus.
• We engage with users on an emotional level and don’t mine that to any great extent…
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Public Libraries Transform Communities
• 99.34% of Ontarians have access to public library service.
• 444 municipalities offer public library service through 1,157 service outlets.
• Almost 5.0 million Ontario residents have active library cards and over 75% of Ontarians used their library last year
• Ontarians borrow 131+ million items a year.
• Ontario’s public libraries provide access to 11,500 public computer workstations, and hundreds of online resources.
• Ontario’s public libraries offer 203,964 programs with annual attendance of 3,719,083 people.
• All of this at less than 49 cents per capita!
Source: 2013 Ontario Public Library Statistics, Ontario Ministry of Culture.
IDEAS are the Currency of Influence
START WITH THE “WHY?”Influence out of context is just a party conversation.
The Essential Definitions
Advocacy is Different
• Public Relations is getting your library’s message across – This is who we are and what we do, where and for whom.
• Marketing is understanding your customer and how to best deliver services and products
• Advocacy is marketing an ISSUE. Support and awareness are built incrementally. Advocacy is an agenda and not an event!
Propaganda bad, Spin good.
Ask Yourself . . .
How do libraries differ as an issue?Are libraries different than other community or tax
funded services?Are librarians different than libraries?
View from the listener’s point of view and experience?
Selling IdeasYou are engaging in an INFLUENCE agenda.
Selling is not a dirty word!Politics is not a dirty word!
Selling Yourself
You are engaging in a long term relationship!Invest your personality
Position Yourself and not merely your library’s resources and spaces. . .
YOUR COMMUNITY IMPACT AND VALUEYOUR RESOURCES BUT AS THE FOUNDATION FOR OUTPUTS NOT INPUTSYOUR COMPETENCIES – NOT JUST YOUR SKILLSYOUR INSIGHTS AND ADVICEYOUR NETWORK AND CONNECTIONS
YOU!
What are you selling?
Managing Your Brand Equity
• Your social presence in person– Dress– Voice– Office– Handshake– Active listening– Conversation pieces– The Introvert Advantage
Managing Your Brand Equity• Your digital social presence– LinkedIn– Facebook– Twitter– Website– e-mail signature– Digital photo(s)– Google search– Publications– SEO SMO GEO
To whom must you advocate?
• Your board of directors…• Your community - Users, non-
users, clients, customers…• Politicians and councils• Users, clients, customers…• Vendors…• Who else?
Essentials for Advocacy• Someone who cares• Courage• Trustworthiness• Passion• Belief• Proofs • Stories and Knowledge• Respect for whom you need to influence• Understanding beyond caricature (e.g. Politicians, the
“Boss”, Teens, Seniors, The “Public”, Vendors...)
Definitions
"Advocacy is planned, deliberate, sustained effort to develop understanding and support
incrementally over time." - Dr. Ken Haycock
Before you need it!!
When is Advocacy Needed?
AIDA: Attention, Interest, Desire, Action
‘
Why is Advocacy Needed?• Is our environment changing? Then you need to advocate and re-
position.• Are consumer or community expectations changing?• Survive or Thrive? Choose words carefully since they frame
understanding . . .• To avoid downsizing of locations, budgets, staff, collections that hurt end-
user success, opportunities and goals• To address shallow thinking about the web, access, electronic resources
like e-books, or the role of community libraries• To speak up for the silent majority of library users• To position libraries in the minds of funders and decision-makers• To prepare for future success and to build a well of support and goodwill• To inoculate against political trends and competition for resources and
capital within communities (police, fire, parks, etc.)
AdvocacyActivitiesMustBe PLANNED!
Crafting messagesAm I an introvert or extrovert or somewhere in between?
Who is the general audience? Who is interested?
What interests them?
What should I do to pique their interest?
Will they agree with what I have to say?
And will they commit or just nod?
If not (which will likely be the case!) what counter-arguments
should I be prepared to answer?
Key Tactical Tips
• Mirror body image and stance• Introduce others• Lead the conversation• Engage and Disengage• Share your ideas• People don’t care how much you know until
they know how much you care.• Follow through
Logic and valuesBias: Impact, Quality, Speed, Time-savings, Authority,
Comprehensiveness, strategic alignment with community needs,... the Truth?!
Why do you think there’s a problem at all? Is it conceptual or pragmatic? What are the costs? Is their
perception of the ‘issue’ the same as your’s? Competition?
What kind of solution do you propose? Does it ask me to do something or to understand something?
Does it match the problem exactly?
Is it a relatively better way, compatible with my methods, less complex, trialable, and observable?
Plan within a plan• Identify your goal and message
• Establish relationships with key decision makers
• Work with key stakeholders, find new friends
• Link with groups that may influence decisions
• Stay up-to-date with research
• Keep plans ongoing
Lobbying
Grassroots
Partnering
Robert Cialdini's Six Tactics
• Authority• Consistency and
commitment• Liking
• Reciprocity• Scarcity
• Social proof
The Value of Conversations
source: http://www.distilled.co.uk/blog/wp-content/uploads/2009/05/conversation.jpg
Timmies’ Coffee
http://lh4.googleusercontent.com/_ioCJ2kqZyyU/TWY39FR9okI/AAAAAAAAFT4/HkdkuHriXFY/s1400/020611-Tim-Hortons-001a.jpg
Social – Out(standing) in the Field
Can You Stand Out in a Crowd?
Metrics
• Traditional versus New Statistics / Altmetrics• Statistics versus Measurements• Visualizations• Impact Studies using sampling• Geo-IP data• Massive increases in virtual usage• Social Media• Satisfaction surveys
Learn to tell a story for influence and not just Information andentertainment
VIP
• Value• Impact / Influence• Positioning
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Qualities of Effectiveness
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• LISTEN first• Be visible • Be likable• Be FOR something . . . not just against a policy or
position.• Be memorable• Thank supporters for the past support - well and
often• Follow up with a thank you note • And don't complain, whine, attack, or be
memorably negative.
The Players
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• Library board members (trustees)• The CEO• Library management team• Library staff • The union leadership• Community partners• Other municipal departments (that may be partners or
competitors for public or funding attention)• Cardholders• The community (groups, associations, individuals, donors)• Your associations (FOPL, OLA, OLBA, OPLA, AMPLO, ARUPLO,
CELUPL, CULC) and suppliers (SOLS, OLS-N, vendors) who have a shared interest in your success.
Tips
• Be short and to the point• Avoid library jargon• Be visual (pictures and charts)• Avoid raw statistics and instead show
measurements and impact• Make your point about impact memorable.• Train everyone connected to your talking points
so that they can follow up and not just parrot.
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The Impact Factor Checklist• Brief• Succinct• Complete• Intelligible• Shock Value/Surprise• Upbeat• Illustrative• Appropriate• Personable• Memorable• Inspirational• Actionable 74
Test Your Story(ies) using these ?’s• Is it short and sweet? Can listeners quickly get the message and repeat it to others
later• Is there just enough detail to get the point across or does it wander?• Does if answer the basic questions: Who? What? When? Where? How?• Will your audience appreciate the situation you are describing? Does this tale
resonate? • Is the situation unusual in any way? Can the ending be predicted? Where’s the
“punch line”? Are they likely to retell it?• Does the story have a happy ending? Finish on a high note.• Does this story implicitly illustrate an impact the library made and the outcome
you want?• Does this story fit with your main business? • Will the audience identify with or care about your story’s hero? • Will the listener be able to remember this story? Can it be easily retold?• Does the story have the potential to cause listeners to think about what it means
to them? • Does the story have the potential to spring the listener to a new level of
understanding and action? 75
Implementation: Talking Point Tools• Tools– Presentations– Handouts– Annual Reports– Video (YouTube)– Social Media (Facebook,
Twitter, Pinterest, Instagram, Tumblr, Flickr, etc.)
– Press releases– Print Media– Events
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Strategies – P’s and C’s and more
• Who?• What?• Where?• When?• Why?• How?• (News)
• Product• Place• Positioning• Promotion• People• Price• Public
Relations• (Kotler)
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Plan Ploy Pattern Priorities Position Perspective (Mintzberg)
Concept Common Interest Community Context Creativity Content Climate Collaborators Counsellors Competitors Citizens
Proper Planning Prevents Poor Performance
Find Target, Aim, Shoot, Check-in
Be The Sun
Stand Out in a Crowd
Ask for It!
Drive them to what they want
Ummm, It’s real easy! Talk to me about something I am interested in, where I am, that meets my needs and goals.
Speak Up!
Money is not the key.
TIME IS THE KEY
Thank Heaven You Have the Library!
The Virtual Handout (English Content)
• Value of Libraries Megapost http://stephenslighthouse.com/2013/08/29/value-of-libraries-megapost/ • The Value of Public Libraries
http://stephenslighthouse.com/2010/04/06/the-value-of-public-libraries/• The Value of School Libraries
http://stephenslighthouse.com/2010/04/06/the-value-of-school-libraries/• The Value of Academic and College Libraries
http://stephenslighthouse.com/2010/04/07/value-of-academic-and-college-libraries/• The Value of Special Libraries
http://stephenslighthouse.com/2010/04/07/value-of-special-libraries/• Library Advocacy: Save the Library Campaigns
http://stephenslighthouse.com/2010/04/01/save-the-library-campaigns/• Springboard Stories
http://stephenslighthouse.com/2010/04/07/having-the-value-conversation-springboard-stories/
• Cheryl Stenström's dissertation• http://eprints.qut.edu.au/59510/
Stephen Abram, MLS, FSLAFederation of Ontario Public Libraries
Lighthouse ConsultingCel: 416-669-4855
[email protected]’s Lighthouse Blog
http://stephenslighthouse.com
Thanks!