LIBER's First Communications Plan: Starting From Zero
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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.eu
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LIBER's First Communications Plan: Starting From Zero
- 1. LIBER’s First Communications Plan Starting from zero. Friedel Grant LIBER Communications Officer
- 2. First, a few words about me… Joined LIBER in April
- 3. First, a few words about me… Joined LIBER in April Worked 3 years for The European Library and Europeana
- 4. 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).
- 7. Remember that email….? 75% “My library does not have a communications strategy.”
- 8. Remember that email….? 75% “My library does not have a communications strategy.” Small or non-existent budgets are also the norm.
- 9. 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
- 10. 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
- 11. Let’s start with the basics…
- 12. WHY not...
- 13. “Identifying the right audiences, methods and communications tools helps focus efforts, save time and resources and achieves better results.” Bright Thoughts Blog, Mitchell Communications Group http://blog.mitchcommgroup.com/sheadavis/what-is-a-communications-plan/
- 14. In other words, a plan will:
- 15. 1. Establish clear boundaries. There's never enough time, money or people. A plan will allow you to prioritise.
- 16. 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.
- 17. 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.
- 18. We have loads of different channels…
- 19. We have loads of different channels… ? But we don’t really know if they are effective, or who uses them.
- 20. 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:
- 22. 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.
- 23. 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
- 24. 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?
- 25. What resources do we have?
- 26. I wish we had…
- 27. 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.
- 28. Who do we want to reach?
- 29. 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)
- 30. What messages do we want to send?
- 31. High-quality services Training Expertise LIBER OFFERS (1): }An affordable membership that gives you access to
- 32. Libraries Their Users Funders Policy makers Service Providers LIBER OFFERS (2): }A way to collaborate on a global scale.
- 33. Library technologies Hot topics Important events LIBER OFFERS (3): }Information on the latest
- 34. Putting it all together: Goals + Audience + Resources + Key Messages + Channels = ?
- 35. In Year 1, we'll focus on putting some basics in place.
- 36. 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)
- 37. 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?
- 38. 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.
- 39. 4. Invest in branded materials. It's more than just the logo: → adds recognition → consistency → conveys the 'essence' of LIBER to our audience
- 40. Just as you recognize these brands, we want LIBER to have a recognizable and professional look and feel.
- 41. In Year 2, we’ll push ourselves a bit.
- 42. VIDEOS The second most popular search engine after Google. We can’t afford NOT to be there.
- 43. 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.
- 44. 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.
- 45. Shared by many influential Twitter users. 150 downloads so far
- 46. 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…
- 47. We hope the result will be…
- 48. 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.
- 49. And now, a disclaimer…
- 50. Communications plans are not a magic wand. •Support from all areas and departments is needed. •They need to be adapted over time.
- 51. It’s a cycle: Plan. Experiment. Adjust. 1. Benchmark 2. Plan 3. Implement 4. Monitor 5. Evaluate 6. Adjust 7. Try again!
- 52. In Year 3... (watch this space)
Notas do Editor
- Writing a communications plan was one of the first things that LIBER asked me to do. From my work in communications, I had some idea of what should go into a Communications Plan but I’d never actually been in charge of writing one. It was – to say the least – a slightly daunting task. When I first sat down to think about it, I felt a bit like this….
- There were so many thoughts running through my head, and so many questions to answer. I imagine that many of you feel the same way.
- The reason I think that many of you share these feelings is that a few weeks ago, I sent an email to everyone who’d signed up for the workshop. I asked if you had a communications plan in place. About a third of your answered, and here are some of the common themes that cropped up: 75% said their library did not have a communications strategy.
- 75% of you said that your library did not have a communications strategy.
- Small or non-existent budgets are also the norm. Some of you have finances dedicated to communications, but over half of the people who replied said they only had staff resources to work with.
- Small or non-existent budgets are also the norm. Some of you have finances dedicated to communications, but over half of the people who replied said they only had staff resources to work with.
- Small or non-existent budgets are also the norm. Some of you have finances dedicated to communications, but over half of the people who replied said they only had staff resources to work with.
- Let’s start with some basic principles. These are actually from Ned Potter, an academic librarian and someone who runs marketing courses for libraries. We’d actually invited him to speak here, but he wasn’t able to attend, so instead I’m shamelessly stealing a couple slides from one of his presentations.
- Let’s start with some basic principles. These are actually from Ned Potter, an academic librarian and someone who runs marketing courses for libraries and has recently published a book, The Library Marketing Toolkit. We’d actually invited him to speak here, but he wasn’t able to attend, so instead I’m shamelessly stealing a couple slides from one of his presentations.
- Let’s start with some basic principles. These are actually from Ned Potter, an academic librarian and someone who runs marketing courses for libraries and has recently published a book, The Library Marketing Toolkit. We’d actually invited him to speak here, but he wasn’t able to attend, so instead I’m shamelessly stealing a couple slides from one of his presentations.
- In LIBER’s Communications Plan reads like this:
- In LIBER’s Communications Plan reads like this:
- In LIBER’s Communications Plan reads like this:
- In LIBER’s Communications Plan reads like this:
- We have all kinds of channels, but we don’t really know the impact of them. Send our most important messages to our key stakeholders, in the most appropriate formats. Use our (limited) resources efficiently , putting the bulk of our efforts into the most important and effective activities and channels. Measure the impact of our communications activity and to use this information to adjust our plans as necessary.
- We have all kinds of channels, but we don’t really know the impact of them. We want to make sure that these channels are sending the right messages to the right people, and that we’re putting our limited resources in the most effective places.
- In LIBER’s Communications Plan reads like this:
- Let’s start with some basic principles. These are actually from Ned Potter, an academic librarian and someone who runs marketing courses for libraries and has recently published a book, The Library Marketing Toolkit. We’d actually invited him to speak here, but he wasn’t able to attend, so instead I’m shamelessly stealing a couple slides from one of his presentations.
- He outlines two guiding principles for library marketing.
- He outlines two guiding principles for library marketing.
- So with those two principles in mind, here’s how we started: by asking ourselves four questions.
- And here’s how we answered them….
- In my dreams, LIBER has a huge office full of marketing and communications professionals. In reality, we have a team that looks more like this….
- And here’s how we answered them….
- And here’s how we answered them….
- And here’s how we answered them….
- And here’s how we answered them….
- And here’s how we answered them….
- And here’s how we answered them….
- And here’s how we answered them….
- So, when you put all of this background work together, what does it add up to? Here are some of the highlights of our plan.
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the
- One of the key holes in LIBER’s communications strategy is that it had no formal way of reaching the