Influencing Skills for Libraries

Stephen Abram, MLS

May 9, 2015

These Slides are Available

• Stephen’s Lighthouse.com

• Slideshare.net

• At the conference site

• In French and English

• Feel free to download, read, and re-use.

• Research and Data on Value of Libraries

• Community Engagement Public Awareness

• Impact Measures

• Training• Resources• Peer-to-

Peer Support Networks

• Funding• Federal

Legislation• Provincial

Legislation• Internation

al Issues• Social

Programs

• Online Action Networks

• Fighting for Budget

• Censorship, Copyrights, DRM, OA, …

• Individual Consulting

Laying the

Ground-work

Turning Support

Into Action

Advoca-ting for Specific Goals

Respond-ing to

Opportuni-ties

&Threats

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 seriesof 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 TrusteeMaureen 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

What is FOPL?

• Simply put: Ontario’s Public Libraries.

• Now more than ever before, we 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 Points

The 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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Specifics

• 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.

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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.

WHAT WEDGIES DO WE NEED TO SUCCEED?

Libraries are multifaceted and complex . . . And not trivial

There is a lot to do to craft a strategy and argument for libraries

What should help…

Measurements (not stats)

Public Opinion

Stories and Testimonials

Digital and Social Presence

Political Presence

Influence Training for the Team

What Technologies work and have impact?

Are libraries social institutions?

Why do we ask questions? Where does learning become research?

Why do we read? How do we read?

What really supports community engagement?

What really looks like learning?

What are the right questions?

From good questions . . .

Come great answers and strategies

Who do you serve?

Think Deeper, Know More.

So, from an infrastructure POV…

• Ontario Public Library Statistics (open data, 1997-2013, ranked by cohort)

• Specialized research into reading readiness, school libraries, e-books, etc.)

• Surveyed city clerks and politicians about strengths and weaknesses of public libraries

• FOPL Index of Community Engagement• 2015 Ontario-wide Public Opinion Poll • Census of Digital Presence (websites, positioning, social

media, social networks)• 10 Part Advocacy webinar series plus a MOOC• VIP Value Impact and Positioning of Libraries• Leading to an Open Media Desk• For the scholars . . . OCUL

So now we know stuff

• For example:

• We have no real need to reinforce the book issues

• Cardholder growth is lagging population growth

• We have cardholder holes and underperform in certain segments

• Our funders think we don’t play well with others or work hard enough on economic and development impact issues

• Digital libraries continue to suck

• etc.

Why?

Because libraries are entering the perfect storm.

You decide!

You decide!

You decide!

You decide!

You decide!

You decide!

And, sadly, there is no single, right answer.

THE TPL ECONOMIC IMPACT STUDY

Insights from Qualitative and Quantitative Impact Measurements

Kimberly Silk, MLS - Data Librarian, Martin Prosperity Institute, Rotman School of Management, University of Toronto

Co-Author, “So Much More: The Economic Impact of Toronto Public Library on the City of Toronto”

Katherine PalmerDr. Kevin StolarickKimberly Silk, MLS

So Much More:

The Economic Impact

of the Toronto Public

Library on the City

of Toronto

January 15, 2014

Message 1: The Economic Impact of TPL

Message 3: The Value of an Open Hour

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Total direct benefits reach $502 per member

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Toronto Public Library delivers $5.63 of economic impact for every $1 spent

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Return on Investment

ROI is 463%

The return from the City of Toronto’s investment in the Toronto Public Library is

463%, which is the midpoint of a range very conservatively estimated to be 244% and is

comfortably shown to reach 681%.

Neighbourhood Branches Provide Communities Intangible Benefits

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“Cities that promote diversity and tolerance also tend to become places that are open to new ideas and different perspectives, promoting creativity. This in turn builds cities that are attractive to individuals and businesses involved in the creation of new ideas, products and services.”

The Importance of Diversity to the Economic and Social Prosperity of Toronto, MPI, 2010

Intangible benefits deliver

valueOpportunities for residents to improve their literacy skills, enhance their educational and employment opportunities, and improve quality of life for themselves and their families through library collections, services and programs deliver a lifetime of value to residents and increase the economic competitiveness and prosperity of Toronto.

Why These Findings Matter• At the City Council meeting, January 15-17, 2013, Council passed a motion to request that the

Chief Librarian prepare a cost-benefit analysis of the Open Hours Policy and the economic impact of Library services and provide a report to the City Manager for review and report prior to the 2014 budget process.

• The 3 key findings addressed the information request from Toronto City Council.

• These findings provided the information councillors needed to make an informed vote re: TPL proposed budget.

• Result: TPL’s 2014 budget request for a 1.4% increase over the 2013 budget approved, including funding for for the first year operating costs of two new branches, Fort York and Scarborough Civic Centre. It also includes funding for increased open hours at seven district libraries and the Toronto Reference Library, standardizing hours for all research and reference libraries and district branches to 69 hours per week, including Sundays. (Source: TPL news release)

TPL isn’t like us!

http://www.mpl.on.ca/documents/2014_10EconomicImpact.pdfhttp://www.stratfordbeaconherald.com/2015/01/27/economic-impact-of-stratford-public-library-estimated-at-nearly-15-million

What We Learned• Collecting lots of data doesn’t mean you’re collecting the useful

data.

• Data collection must be directly linked to the message / proof you need to deliver to stakeholders.

• A data snapshot isn’t enough – data collection strategy & analysis must be an ongoing process, to provide ongoing evidence of economic value.

• You can replicate the expensive MPI study quickly and simply at lower cost.

For Scholars• How we communicate consortial buys

• E.g. $300 Mil + $180 mil

• Or

• 2 cents an article and a thousand times more resources

• Or

• $56 per student or half the cost of just one textbook for one course

• Value and impact studies in all types of libraries are underdeveloped.

Last Week . . .

• Libraries 2025

• (based on the success of Libraries 2020 that generated $15 + 3 Million)

• Invested in:– Province wide database licensing

– Province wide e-book collections

– LearnHQ – sector wide e-learning, mentoring and performance management

– Marketing campaign in works

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?

Your Network

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

‘

Issues and Timing

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 messages

Am 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

Homework

1. Identify two to three stakeholders in your local setting.

2. Learn two things about those stakeholders that can help you make meaningful contact with each.

Questions?

Seeking and Getting Attention

Hints

The Value of Conversations

source: http://www.distilled.co.uk/blog/wp-content/uploads/2009/05/conversation.jpg

Beyond Elevator Speeches

The Elevator Speech

Timmies’ Coffee

http://lh4.googleusercontent.com/_ioCJ2kqZyyU/TWY39FR9okI/AAAAAAAAFT4/HkdkuHriXFY/s1400/020611-Tim-Hortons-001a.jpg

The Quick Break: Hot Dogs or Deli

Lunch

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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Elections … We can . . .

1. Inform our communities about the vital role of libraries in the overall community priorities context.2. Talk to and engage community groups that value the public library.3. Engage and Educate politically active citizens in their roles as trustees, incumbents, candidates, and political activists.

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Short list of Election Ideas• All-candidate meetings in libraries

• Voter registration tables in library branches

• Poll stations in library branches on Election Day

• Social media information strategies about the economic, social, learning and cultural impact of libraries

• Educational activities about the proven impact of public libraries

• Offer columns and articles to print media on major issues - print media shines during an election. Be strategic.

• Offer programs on understanding the local election process for teens, young adults, new Canadians, etc. Invite seasoned politicians and candidates to present.

• Up your TOUR game for community, candidates, counsellors and add photo-ops.

• Do a census of your employees. Do you know whom they know?

• Create events to get your message out there. Have volunteer thank you events

• Make everything viral. Use tools like social media, infographics, annual reports, and online videos to position the library's goodness and impact well and memorably.

• Strategically determine the timing of your educational activities value of your library

• Review your distribution lists to assess what you can use them for promotion

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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 85

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? 86

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

CitizensProper Planning Prevents Poor Performance

Testimonials and Word-of-Mouth

Find Target, Aim, Shoot, Check-in

Be The Sun

Stand Out in a Crowd

Ask for It!

Drive them to what they want

SpeakUp!

Money is not the key.

TIME IS THE KEY

Thank Heaven You Have the Library!

The Virtual Handout (English Content)

• Value of Libraries Megaposthttp://stephenslighthouse.com/2013/08/29/value-of-libraries-megapost/

• The Value of Public Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-public-libraries/

• The Value of School Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-school-libraries/

• The Value of Academic and College Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-academic-and-college-libraries/

• The Value of Special Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-special-libraries/

• Library Advocacy: Save the Library Campaignshttp://stephenslighthouse.com/2010/04/01/save-the-library-campaigns/

• Springboard Storieshttp://stephenslighthouse.com/2010/04/07/having-the-value-conversation-springboard-stories/

• Cheryl Stenström's dissertation• http://eprints.qut.edu.au/59510/

The signs . . . There’s always another view…

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Are we a culture of poverty?

Do You Feel Poor?

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Personal and Institutional Impact: Strategies and Tactics

EDIT them down . . . But how?

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Stephen Abram, MLS, FSLA

Federation of Ontario Public LibrariesLighthouse Consulting

Cel: 416-669-4855stephen.abram@gmail.com

Stephen’s Lighthouse Blog

http://stephenslighthouse.com

Thanks!