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Fopl ldri 03_october2017

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Fopl ldri 03_october2017

  1. 1. tuesday 03 october 2017 thestoryoftelling:future-proofinglibraries openmediadesk™| Library Digital Relevancy Index | winning the human heart FOPL symposium | iSchool
  2. 2. ‘(We) want to understand/engage in the community. We really want to understand what the community wants —and who the community is... ‘We want to know the mission and vision of the library is being realized—to be sure we have a pulse on the community, that our decisions are grounded in what the community needs from us, not what we think we should be doing... ‘How do we excavate the community’s stories, so we can demonstrate impact, so we know we’re changing people’s lives?’ 18 branch system serving 750,000 residents|October 2016 :: A LIBRARY CEO’s ASK :: ‘show me the heart of my community’
  3. 3. here’s why. Becauseifyouwanttogrow communitynetworks throughstorytelling,you havetobuildstoriespeople wanttoshare. Recursiveness(feedback loops)buildsstoriespeople wanttoshare.
  4. 4. To scale shareable stories (‘go viral’ by design), you need stories which incite action. Why? Because action in turn incites a ‘virtuous circle’ of story, sharing and yet more sharing. how’s that work?
  5. 5. …but when people interact with stories in social media, they also share behaviours which are hugely valuable in understanding the community sharing the story. Not only that…
  6. 6. Like this. (More on this later.)
  7. 7. blinding insight
  8. 8. In other words, the recursive patterns of how and why those stories are shared tells us a ton about the people who share them. Big hairy hint: shared stories are intelligence tools. how we share stories tell us who we are.
  9. 9. http://cdn.phys.org/newman/gfx/news/hires/2009/article_v.jpg
  10. 10. the wins ✤ create a clear, powerful digital brand for libraries ✤ tell the story of your library’s transformation to 'totally cool, totally relevant cultural destination’ ✤ increase rate of borrower/cardholder adoption and, overall, a net gain in foot traffic for programming offerings ✤ drive earned media coverage (local newspapers, radio, TV) about the library’s ‘hidden reputation’ ✤ identify key influencers for future library programming ✤ process interactivity/media/target audience behaviours for ongoing deployment in successor initiatives ✤ establish the library as experientially rich for all comers, without exception
  11. 11. ✤ all around you, in your library, every single day, there are people struggling with their lives… ✤ …the conflicts they confront, their sorrows, their joys …and what’s in those stories?
  12. 12. ✤ I promise you this: in your storytelling, make heroes of your cardholders, library visitors and community partners …and your social media will explode ✤ hint: it’s not about you— your storytelling should be about your community… every story has a hero.
  13. 13. ✤ …so they’ll tell their story back to you, on the library’s social networks…a perfect circle of connection, community and library advocacy
  14. 14. Enter the media solution. (Start the music.)
  15. 15. FOPL | OpenMediaDesk®
  16. 16. Better stories. Faster. On target. ✤ OMD is also a methodology for realtime media testing and data-driven publishing, which pre- validates stories before they're published for maximum relevancy to targeted library cardholder needs/ wants/aspirations
  17. 17. Here’s how OMD works. ✤ First off, we align the team with a ‘coherence check/in’—we get on the same page emotionally and creatively before we lift a finger ✤ Then we treat testing/optimizing Facebook, Instagram and Twitter posts as if we were testing software (the ‘agile’ process) ✤ We take them apart (headline, caption, image) randomize the components, then A/B test each variant.
  18. 18. Test. Fail. Reassemble. Retest. ✤ The whole idea is to give ourselves permission to fail as fast as we can… ✤ …in the process of identifying the most relevant story components we can
  19. 19. Upshot? ✤ The OMD process is recursive, generative and emergent… ✤ …and inspires creativity because, through coherence, we’ve given ourselves permission to fail and support one another
  20. 20. Life is a learning experience. But only if you learn. Yogi Berra
  21. 21. Back in 2013, we saw something. ✤ Digital disruption is a serious threat to proving library social return on investment ✤ So…how to ‘future proof’ libraries?
  22. 22. We built a data framework to future-proof libraries
  23. 23. We designed performance comparators and wrote algorithms…
  24. 24. And created the Library Digital Relevancy Index framework: this beauty…
  25. 25. For eight months, seven libraries helped us pilot this framework ✤ Every month, participating libraries could see where their library stood…transparently.
  26. 26. A roadmap through the data. ✤ For the first time, participating libraries could see their mobile/desktop/tablet patron ‘user experience’ effectiveness AND ✤ critical key performance indicators like mobile bounce rate and ‘drive from social- to-web ‘ ✤ wuzzat? It’s how folks actually get to your website from Facebook, twitter, Instagram and more
  27. 27. We’ve developed a strategic analysis tool for LDRI. ✤ …to get us from data to strategy ✤ —and culture change (the biggie)
  28. 28. LDRI INFERENCES: THE BIG PICTURE digital relevancy awareness understanding interest support action media activity • content creation • social media engagement • library staff engagement • stakeholder engagement • live events/destination events > > > > intermediate effects • ^audience reach (FB, Twitter, Instagram+) • ^ social media engagement • ^ library staff engagement • ^live/destination events • key library brand messages • user generated brand storytelling begins • brand stories align w/ events, programs • library mention frequency • expressed + opinions, interest, awareness • FB Shares, retweets, linkbacks to website, • ^ media from journalists/influencers • ^ community expressions of support • ^ social media network fanbase • ^ Likes, Mentions, Shares, Comments > target audience effects • unaided community awareness • library-mediated community awareness • ^ understanding of library UX • ^ understanding community needs/ wants/aspirations • ^ web visits • ^ mobile 2 web • ^ time on site • ^ e-book downloads • ^ inquiry chats, calls, emails • ^ event/program attendance • ^ attitude • ^ productivity • ^ endorsements • ^ social-to-web referrals • ^ active advocates • ^ user generated activism • ^ event/program registrations • ^ cost savings
  29. 29. And now, after a year of refining via OMD— LDRI is ready.
  30. 30. LDRI is all about better storytelling, derived from better data.
  31. 31. Why? ✤ Because people don’t buy advertising spin any more. ✤ When they visit your website or interact with your social media, they don’t care about you. They care about themselves. ✤ Empathy is the goal. Advocate for your audience…and they’ll respond. ✤ Change the world. People will support your brand in droves.
  32. 32. Where we’re going. ✤ Through OMD, we’re turning library marketing/ brand storytelling process inside out… ✤ …and beginning to induce our audience to co-create media with us… ✤ …our community becomes our communications publishing collaborator— sharing their library stories on our library’s media channels
  33. 33. Remember our CEO, at the beginning? ✤ OMD ‘excavates’ those stories which make real-time community intelligence possible
  34. 34. how do we get there from here?
  35. 35. We launch LDRI. The LDRI pilot launches with a three library pilot Thursday 16 November 2017, with phase two launching Thursday 15 February 2018.
  36. 36. How do I participate? Two ways. If your library’s participated in OMD and you’d like your library to be considered for either or both of the LDRI pilots— OR if you’re keen to have you library participate in OMD—please contact Stephen @stephen.abram@gmail.com
  37. 37. thank you.