Who You Gonna Call?

So what do 2.7 million people have in common? They all viewed this video produced for NY Public Library by Improv Everywhere as part of the library's "Don't Close the Book on Libraries" advocacy campaign. According to the post on ilovelibraries.org:

"The library contacted Improv Everywhere, but IE largely developed the prank on its own. "We said we wanted them to do something and we wanted to incorporate the closing of a book," to support the campaign theme. "They went with it."

The stunt, which recreated a scene from Ghostbusters in the library's Rose Reading Room, took place on Saturday, May 8. Three people dressed as ghosts entered, one by one, and read or used computers as normal library patrons. The team of Ghostbusters soon entered, and after a short commotion, chased the ghosts from the library to laughter and applause from the other patrons...

...The Improv Everywhere mission, and the resulting video released May 17, represent a creative and low-budget way to get NYPL's message out. "We're facing budget cuts so we don't want to spend much money—or any money," Montefinise said. The library did not have to expend much energy planning or coordinating, and Improv Everywhere used its own equipment.

Naturally, the library hopes the video makes an impact, and early signs are good. "It's gone viral very quickly, and people seem to be liking the video," Montefinise said. While it's too early to know if it has increased traffic to the library's advocacy website, she added, anecdotal evidence is promising."

NYPL did get it's funding but they aren't resting. Their site offers places for people to become members, donate through planned giving and corporate sponsorships and has links to the Foundation and its events.  They keep people invited through the newsletter, blogs and provides names and contact information if you want to talk with someone. 

Advocacy plans are essential for all libraries, all the time, not just when budgets are being slashed. Here in NJ we'll be encouraging libraries to create gratitude campaigns where they continue to build relationships with supporters and encourage them to become champions, send positive handwritten notes to elected officials, etc. We should all have pages like NYPL in place where people can easily find out how they can support you. There is no time to rest, advocacy must be a year long commitment! 

HELP! INFORMATION NEEDED

I got  a call yesterday from a director who is looking to start an advocacy group. He's invited top stakeholders and supporters together and they are preparing to develop a plan that will put their library front and center in the minds of politicians and community members. He's looking for any other libraries that might have created a similar group. He'd like to see if he can get some ideas about the mission statement and goals. Has anyone created a group like this? Please leave a comment or email me at ndowd@njstatelib.org 

Thanks!

C-SPAN Digital Bus Tour

C-Span's bus is a great way to teach communities about the programs they offer. This concept would be great for libraries that have mobile libraries on the road. You could visit schools , community groups, etc. Great Hands-on outreach. Don't have an extra mobile library? Load your laptops and iPads into a car and set up fun mobile outreach sessions. Set up a tent, add some beach chairs ...

More 'Libraries in Pop Culture' Evidence

Going back to last week's post (and the viral discussion) about the NPR blog post about libraries be poised to be the Next Big Thing in Pop Culture... here's more evidence! Libraries made the "culture" section of Newsweek's Index page!

If only I had read it a few days earlier, I'd have seen that in the July 19, 2010 issue,
Newsweek also gave libraries some love in The Index, the page where the editors rate various happenings and ideas on a scale from 0 ("Awful") to 100 ("Awesome"). This was the first time I saw libraries listed (unfortunately, next to Lindsay Lohan), and we got a 60 on the scale.

In case you can't see the text in the photo clearly, it says: "Libraries are moving into malls because that's where the people are. A bad sign for the state of reading. But hey, what's better than jeans and Jean Genet?"

Not the most amazing blurb ever -- and of course the photo is of books, not tech -- but I'll take it! I'm happy for the recognition of some of the smart things libraries are doing!

As far as moving into malls, we posted about that recently here. Shortly afterward, Gary Price told me that he'd been posting about libraries in malls over at Resource Shelf too. An especially interesting one is about a Health Library in a shopping center in Palo Alto, CA.

And if you're into Pop Culture, have you seen the book Pop Goes the Library??

Has anyone else seen any pop culture references recently?

NPR: 'Libraries Might Be the Next Big Thing!' But Then What?

OK, I feel the need to comment about this NPR article that's been making the rounds in US library circles. It's called "Why the Next Big Pop-Culture Wave After Cupcakes Might Be Libraries." I think just about every library-type person I know has posted it recently. Most are thrilled about it. And it is a good thing, but I have some reservations.

If you haven't read it yet, here's a piece of the opening:

And about the fact that a local news story skeptically questioning whether libraries are "necessary" set off a response from Vanity Fair, and a later counterpunch by Chicago's Public Library Commissioner won her support from such diverse, non-library-specific outlets as The A.V. Club and Metafilter, and from as far away as The Guardian.

Call it a hunch, but it seems to me that the thing is in the air that happens right before something — families with a million kids, cupcakes, wedding coordinators — suddenly becomes the thing everyone wants to do happy-fuzzy pop-culture stories about.

So someone at an influential media company thinks libraries might be the next big pop-culture hit. That's great! Really. And it would be cool if they were. But here's my thing: Then what??

Pop cultures comes & goes. Fads are hot, then not. So if you're serious about promoting your library and you want it to thrive, and to be loved & funded, then you're excited about this new wave of publicity. Now, ask yourself: What are you going to do during your 15 minutes of fame to build new visitors into regular users? (either in person or online) What's your plan for converting the fad-followers into lifelong supporters?

Don't get me wrong. I love NPR and am thrilled that this idea is floating around. And I want to thank blog post author Linda Holmes for her publicity & her vote of confidence. The awesomeness that is a library deserves to be known by all. But even if it happens, it won't solve our long-term challenges of branding and funding. I don't mean to be a downer, I just want you to be thinking ahead, preparing, planning. So, seriously -- whenever new people discover your library (any type of library), how do you encourage them to come back? Do you have strategies in place for this?

Hints:
1. Giving new visitors a library card is NOT enough.
2. Getting their email addresses is practically essential.
3. You need to personally invite them back; don't assume they'll return on their own.
4. You should be doing all of this not only in person, but also online.

Just as with retail stores, a first-time visitor is not automatically a customer for life. All libraries should have tactics for addressing this. You need to be welcoming, be extraordinary, be interesting, be useful, and be available. What makes you worth returning to, and how can you get that message across? If you're just starting out, think about what appeals to you and what makes you want to go back to a place you've just discovered.

Again, don't get me wrong. I'm not against publicity or getting noticed or being the Next Big Thing. I just want to use this opportunity to build longterm customers and advocates. Why accept being just a flash in the pan when we are really so much more?

Handling Comments on Social Media Sites

I know that many librarians are concerned about having social media sites (such as blogs, Facebook, Twitter, etc.) because people can leave comments that they may not be able to moderate before they're posted. This article from CNN, called "News sites reining in nasty user comments," discusses what various news agencies have been trying.

There are no magic bullets yet, but the article gives you a taste of various attempts at solutions. Keep in mind that it's about news sites, not library or nonprofit sites. The news definitely attracts different sorts of readers and commentary. As proof, check the many comments at the end of this article, both for and against allowing people to comment anonymously.

How Libraries Send Mixed Messages

I've been ruminating on a really interesting presentation I heard back in April at the Texas Library Association's annual conference. (I already blogged about part of that conference here.) This talk was given by Wayne Disher, director of Hemut Public Library in Hemet, Calif. For years, he said, he'd been studying, observing, and photographing libraries and signs and people. And from all those experiences, he pointed out a number of ways in which libraries and librarians send mixed messages. Think about these examples and honestly assess whether any of this is happening where you work.

Disher pointed out four main ways that libraries send mixed messages:

1. Attitude
2. Facilities
3. Policies
4. Signage

Let's consider the reality of each area, as measured against our basic messages, which include these:
"Everyone is welcome in the library!"
"We have experts who are trained to help you."
"The library is a safe, inviting place."
"We have something for everyone."
"We want you to use the library."
"Libraries are still relevant in the age of the internet."

With those in mind, think about how things really happen:

1. Attitude: Is the attitude of every employee actually welcoming? Do staff members invite questions -- go looking for them, even? Or are they often behind a desk, looking down at something, with a (likely accidental) dour/frowning expression? Sure, if a patron approaches them and speaks, they'll look up and smile. But I'm sure there are many who don't feel comfortable approaching someone who already seems caught up in other work. And I'm sure that many shy people go un-aided in these places that claim to be so welcoming and helpful.

2. Facilities: I don't have to explain much here. Too many library buildings are in need of a facelift or a serious repair. Shelves and carpeting, expensive to replace, may be quite old. Also, the outsides of buildings are sometimes not well-groomed. Is this any way to prove that libraries are vital and useful, let alone exciting? Are dingy places very inviting? Even without a huge budget, think about what you can do to look better, and start outside the building. When was the last time your outdoor sign was cleaned? How about putting up a few balloons when you really want to get attention? One thing that Disher suggested was using "sign twirlers" -- people who stand along a street holding your sign as they dance and twirl it around. A moving sign that says "Free Wireless Inside" can surprise and delight people.

3. Policies: Oh, so many policies are old-fashioned and uninviting.
"Come in and spend the afternoon here, but don't bring anything to eat or drink!"
"We're all about new technology, but turn off those cell phones!"
"Please use our resources, but if you owe more than $2.00 in fines, you can't borrow anything."
I know there are reasons for every policy, but if we claim to be customer-oriented and welcoming, then you should take a new look at every rule and see if it needs to be changed to keep up with the times.

4. Signage: In one aspect, this goes hand-in-hand with the policies above. Sure, you can't allow everyone to have cell phone conversations all day. But does your sign rudely scream in capital letters, "NO CELL PHONES!" or does it politely ask, "Please take your conversations to our Cell Phone Zone"?


A major point he made on signage was that, if you have to put up a sign to say what something isn't, that indicates a problem elsewhere. For example, if people keep throwing trash into your recycling bins, you might put up a sign saying "No trash here! Recycling only!" But that's only a temporary fix. Instead, consider whether you have enough trash cans. Obviously, one is needed in that area. So move a trash can there next to the misused recycling bin, or get a different sort of bin that only accepts the proper materials (ie, slim slots for paper or round holes for bottles & cans).

While highlighting these library habits, Disher made several great points. One is that policies are often roadblocks to usage. He quipped that you need to show more ID to get a library card than you do to buy a car. Then he asked, "Are you really lending your collection or are you keeping it hostage?"

Something else to ponder: If people had to pay to use your library, then what would you do to bring them in? Sometimes, simply being free isn't good enough. You also need to be convenient, easy to use, truly welcoming, and worth the time to visit. He also urged his listeners to "Eliminate customer sacrifice." Think about what people sacrifice by not using the library (in their minds, not yours). Unless you can come up with a long list of strong points, you'd better re-think a lot of what you're doing.

Since we cannot change the habits of every patron or potential user, we have to change our own way of doing things. To start, take hard look at your library with fresh eyes. Better yet, ask customers themselves for their opinions, or hire a secret shopper. Wherever your building has a sign that says "NO ____" stop to think about how you could change it to a positive. For instance, "No groups here" or "No more than 2 people per table" could change to "Rooms for group study are available on Level Two." Which feels more welcoming?

From Old Spice to New Spice...

I'm really happy to share this excellent video parody on the actual Old Spice commercials (not on the social media reply videos that were the subject of the last post). Done by the Multimedia Production Unit at Brigham Young University (Utah), for its Harold B. Lee Library.

Awesome! Hysterical! Well-done! I'm still laughing...

Old Spice: Sexy Ads Get Personal & Go Viral

Unless you've been living under a rock (or outside the US), you've probably seen the recent ad campaign that Old Spice has been running in TV commercials. The ads are silly, sexy, and attention-getting. People began commenting about them on social networks, and Old Spice has now taken the idea of "viral" and really run with it! (Or rather, has stood still in a towel with it...)

Old Spice has had their now-infamous "Old Spice Guy" answering fan posts and tweets with customized, specific messages, in real time. Today in LibraryLand, all the chatter has been about one that was on libraries, thanks to a Twitter request from New Jersey librarian Andy Woodworth. He tells the story on his blog, with thoughtful commentary, and there are lots of comments too.

I'm grateful to Christa Burns over at Blog o' Randomness, because that's where I found this link to a story that explains "How the Old Spice Videos Are Being Made." Wow.

Over at Mashable, they said this: "Wieden + Kennedy [the ad agency] have set a standard marketing experts will admire and follow in the years to come. This is the future of marketing."

So while much has already been said about this (and at lightening speed), here's The M Word take, in a nutshell:

Awesome campaign, very creative
A great lesson in promotion
Proof that great abs get noticed
Social media can be harnessed
"Books" are still the library brand
Libraries got some free, fun, positive publicity

And my main thought on all this: Look what some creative, intelligent, techno-savvy people accomplished when given the green light. A series of personal-response videos like this would have never been possible had the company decided to elect a committee, then study the idea, then vote on it in 6 months, then present the findings to the admin, then wait for their response. Attention librarians: Sometimes great things happen if you don't talk or study an idea to death. Sometimes you just need to be brave and do something radical.

In this way, and in many others, I want to see libraries start moving and changing at the speed of life.

Nonprofit Tagline Awards Contest Open

An M Word reader sent us news about this contest:

The 2010 Getting Attention Nonprofit Tagline Awards program is open, and for the first time it has a library category for organizational taglines. Public libraries, as well as academic and special libraries based in nonprofit institutions, may enter the awards competition. The deadline is July 28.

Also this year – for the first time – organizations can enter a tagline for a program (product or service), fundraising campaign, or special event, in addition to their overall tagline.

The message explained:

A strong tagline does double duty--working to extend your library's name and mission while delivering a focused, memorable, and repeatable message to your base. It's one of your most effective marketing tools, but a GettingAttention.org survey showed that 72% of nonprofit organizations don't have a tagline or rate theirs as performing poorly. This program is designed to help close that gap.

All entrants will receive a free copy of the fully updated 2010 Nonprofit Tagline Report in late 2010. It's the only complete guide to building your library, program, fundraising or special event brand in 8 words or less—filled with how-tos, don't-dos and models. Please take 3 minutes now to enter your library's taglines today while it’s on your mind. The deadline for entering is July 28.

This program is made possible thanks to the generous sponsorship of Blackbaud, Event360, Eventbrite, and See3 Communications. And you can follow the tagline award news on Twitter via the hashtag #taggies.

Thanks to Nancy Schwartz for making us aware of this cool contest. While you're at it, check out her blog, Getting Attention, where there's a nice list of other nonprofit marketing blogs and lots of useful posts. BTW, her tagline for Getting Attention is "Helping Nonprofits Succeed through Effective Marketing." Pretty good one, eh? What's yours?

Library Challenges Being Tracked at LosingLibraries.org

We've all been hearing about library budget battles and closures throughout our industry. Library Journal just announced a new website that tracks them all. It's called LosingLibraries.org and LJ just launched it in partnership with Mandy Knapp and Laura Solomon (who were responsible for SaveOhioLibraries.com).

The dynamic website, which relies on reader contributions, has begun to track—via links to articles, announcements, and press releases—the myriad cuts and changes affecting public libraries around the country.

There's also a U.S. map that plots out where the challenges are. Value-added info!

Library Branches Work in Shopping Malls

I spotted an interesting tidbit today over at Steven Cohen's Library Stuff blog. He'd picked up an Associated Press story about a library in a Dallas shopping center, and had published this clip:

“People streamed into a storefront on a recent summer day at an upscale Dallas mall, but they weren’t drawn to a heavy discount on designer clothes. It was story sing-a-long time for babies at one of the city library’s newest outposts. The library for kids 12 and under has been wildly successful in offering unconventional access to families who might not make a trip to a traditional public library, and it’s one of a growing number of strategies used by librarians nationwide to reintroduce communities to their local library.”

It's about the Bookmarks branch for kids 12 and under in Dallas' NorthPark Center.

I've heard of this before, and in fact had published news about it in my Marketing Library Services newsletter--twice. In the May/June 09 issue, I published a news story about a branch of the Henderson Libraries opening in the Galleria at Sunset Mall in Nevada. It was so successful that Henderson Libraries got back in touch with me recently to say that the Galleria had won a Gold U.S. MAXI Award from the International Council of Shopping Centers for partnering with the library branch! Note that this wasn’t a library award, but a countrywide retail award.

While Marketing Library Services’ news section is not posted online, you can find the complete PR that explains the award here. It says, in part:

The Galleria at Sunset won its award in the Category Integration category, which honors a broadly defined effort and its combined elements to recognize the specific and unique contributions of design, development, operations, finance, leasing, specialty leasing, management, and strategies covered in all of the other categories. The Galleria at Sunset won for its multi-discipline program, “Galleria Library Branch.”

Faced with an economic downturn and one of the center’s anchor tenants closing, the Galleria at Sunset partnered with a non-traditional tenant, the Henderson Libraries, to create the only in-mall library branch in Southern Nevada and provided a traffic-driving and community service oriented use for the center. A Library Lounge cafe-style seating area was added so patrons could enjoy free Wi-Fi and reading materials from the library.

If you surveyed the people who lived around your public library, would they be interested in having a branch at a mall or shopping center? Would it make their lives easier? Ask and see!!