Ala fopl project
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Building Infrastructure for Advocacy based on Value and Impact Using Social Media: The FOPL Project
Deer in headlamps slide here.
FOPL Background
• 306 Library Systems in Ontario including 38 First Nation Reserves• Independent library boards• Property taxes cover average 90% of budget (additional PLOG and
fundraising)• Required to be free• I was hired in June 2013 to help steer the ship as a servant leader• Board is equally divided between CEOs and Trustees/Councillors
FOPL Talking Points Need ProofsThe 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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FOPL Positioning• Simply put: Ontario’s Public Libraries. Now more than ever before, they 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.
10
Ontario Background
• 1996 – 50% provincial cut (net 5% budget cut)• Technology tornado underfunded but done• 2016 – new government initiated huge studies at Cabinet level• Full Scale community hubs review• Full Scale First Provincial Culture Strategy• Federal and Provincial Focus on Indigenous Issues• Education, school readiness, college readiness, e-learning, digital
citizenry, broadband build out, trails
We didn’t know enough!
• What are our numbers longitudinally?• What are our proofs of impact? (schools, children’s programs, summer reading,
economic, new Canadians, etc. etc.)• How do our ‘places’ need to change?• How do we develop staff at scale?• What does the public think?• What motivates politicians and civil servants? • What is our brand and how do we cost-effectively access all Ontarians?
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2017: What Didn’t We Know?
1. We couldn’t clearly define the value and impact of public libraries2. We didn’t know our numbers on a province-wide basis3. We had public opinion data but it was aged4. We have issues with our capacity skills for influence and advocacy5. We had issues with competitive and collaborative frameworks6. We had a nascent relationship with key civil servants and politicians7. Our standard approach had fossilized as events instead of process8. We had an uncoordinated and old-fashioned marketing plan
2017: What Do We Know Now?
• Public Library value and impact studies• OLA Children’s and Teen Services• FOPL Impact of Early Years on school readiness and performance• Stephen’s Lighthouse Megapost on Value Studies• MPI Toronto Public Library Impact Report and its moons
2017: What Do We Know Now?
Statistics and Measurements• Lobbied for OpenData• 2014, 2015, 2016 Data Report and Library Rankings (first time)• New Measurements Report• Special reports (makerspaces, partnerships, education, social media, etc.)• 3 Stats and Measures Symposia (U of Toronto iSchool partner)• Custom Reports Service• Feb. 2017 New Book• Counting Opinions (summer readings, etc.)• International and Interprovincial Comparisons
Reasons for Personally Using the Public Libraryby Frequency of Library Use (Current Year)
Q.6aBase: Frequent library users (2015 - 161); infrequent users (2015 - 233).
93%
65%
37%
35%
31%
31%
29%
26%
21%
7%
14%
78%
50%
33%
24%
22%
21%
18%
21%
13%
12%
15%
0% 20% 40% 60% 80% 100%
Borrow books, CDs, DVDs orother materials
Get information on a topic ofpersonal interest
Read or study
Access the Internet usinglibrary computers
Relax or socialize
Use the library's wirelessnetwork
Access databases / otherelectronically stored info
Take a child to a program oractivity
Attend a lecture, program,meeting or training session
School or class assignment
Work assignment or keepup-to-date at work
More than 10 past year in-person visits1 to 10 past year in-person visits
• In 2015, more frequent visits to the library were associated with borrowing materials, gathering information on topics of interest, Internet/wireless/database access, and participation in library programs.
Believability of Positioning Statements
Q.19Base: All respondents (2010 - 1100; 2015 - 600).
• Compared to 2010, there is stronger agreement that the public library is the only affordable place where the average Ontarian can go for information and less disagreement that the public library is the best place for people of all ages to go to pursue lifelong learning.
47
39
42
36
25
24
28
33
The public library is the only affordable place where the average
Ontarian can go for information
The public library is the best place for people of all ages to go to pursue
lifelong learning
Bottom 6 Ratings(1-6 on a 10-pt. scale)
Top 2 Ratings(9-10 on a 10-pt. scale)
18
19
20
21
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Summary Data for The Decade
• 1.2 BILLION Circulation• 6.0 Billion Budget• 542 Million spent on Materials• 115 Million spent on Electronic Materials• 1.6 Million total Programs• 31 Million total Attendance
23
19%
15%
15%
16%
10%
12%
12%
9%
9%
7%
36%
35%
35%
29%
33%
27%
26%
26%
24%
24%
55%
50%
49%
44%
44%
39%
38%
35%
33%
31%
Very Likely Somewhat Likely Total
Interest in new library service concepts varies, in many cases based on age
A program that allows people to try out the newest tech devices or applications, such as 3D printers or laser cutters
Library kiosks located throughout the community where people can check out books, movies or music without having to go to
the library itself
A personalized online account that gives you recommendations based on your past library activity
A cell phone app that allows you to access library services from your mobile phone
An online research service where you could pose questions and get responses from librarians
A cell phone app that helps you locate material easily in the library using GPS
E-book readers already loaded with the book you want to read
Instruction on how to use handheld reading devices and tablets
Classes on how to download library e-books to handheld devices
A digital media lab where you could create and upload new digital content like your own movies or e-books
Likelihood of Using Different Library Services
64% 46%
57% 39%
61% 39%
62% 24%
43% 37%
54% 19%
45% 34%
31% 40%
30% 38%
42% 21%
By Age
18-34 55+
2017: What Do We Know Now?
• MarketProbe Canada public opinion poll on the attitudes of Ontarians about public libraries
• Aimed at demographics and changes• Added new services
2017: What Do We Know Now?
• Capacity Building• We have issues with our capacity skills for influence and advocacy• LearnHQ full scale e-learning system province-wide• Education Institute webinar calendar• 10 Part webinar series on influence based on dissertations, research,
personal stories• Symposia
2017: What Do We Know Now?
• We had issues with competitive and collaborative frameworks• Libraries 2020 Summit priority setting• Libraries 2025 Summit priority setting• Quarterly Team Meetings (sometimes monthly)• SOLS, OLS-North, CULC, OLA/OPLA/OLBA, FOPL
2017: What Do We Know Now?
• We improved our relationship with key civil servants and politicians• Too much focus on One Cabinet Minister and One Ministry changed to long
term relationship management focus• Hired Professional lobbying firm on annual contract• Inter-Ministerial summit on Libraries• Opening up relationships with museums, art galleries, Parks & Rec, ORION,
AMO, etc.• Shared efforts on national (CFLA) and Ontario government relations
2017: What Do We Know Now?
• Our standard approach had fossilized as events instead of process• Ontario Public Library Week• Canadian Library Month• Visuals, 3 year plan, focused on value• Having a PLAN• Full research on learning from other library advocacy plans• Full inventory of every social media account in libraries• Surveyed CAOs about perceptions and budgets• Developing tagline with person-on-the-street interviews
2017: What Do We Know Now?
• We had an uncoordinated and old-fashioned marketing plan• Now . . .• Marketing and Government Relations Plan• Open Media Desk• ALL Social Media• BOOST Budgets, GIS, Targets• Tagline
Progress: Marketing and Branding
• Full Ontario inventory of web and social media of ALL public libraries • Person-on-the-street interviews to develop province-wide tagline in 2016• Building an Open Media Desk and social media dashboard to entire sector in
province• Hiring 3-4 part-time journalists to build articles, social media, and video at critical
mass• Release, release, release• Build a media culture of good not perfect
31
Selected Key Results1. Libraries are now mentioned in all critical government policy documents
2. Attendance at Programs can exceed 25,000+ for some in a day!
3. OLA coordinates reading programs at the provincial level (TD Summer Reading, Forest of Trees)(Little Sapling, Red Maple, White Pine, Blue Spruce, Golden Oak, Tamarack, etc.)
4. We have agreed provincial competencies for all positions and technology infrastructure for professional development
5. We are investing in VIP marketing that is cost-effective and based in research
6. We are focused on community-led strategic planning, investments in advanced technology infrastructure and training
7. We know our numbers, demographics and are investing in R&D for qualitative data
8. We are aligning with government ‘language’ and priorities
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The Role of Questions
NounsBooks, eBooksMagazinesWebsitesBuildingsRoomsDesksStationsProgramsNouns can be warehoused and ‘cut’
VerbsServeAnswerEngageLinkEntertainTell a storyTeachCreateDoAction verbs imply dynamism and impact
YOU
Strategy and Direction Planning
Black & White
46
What is the real role and value of libraries and librarians?
• Lewis Carroll wrote in Alice in Wonderland that, “If you don’t know where you are going then any road will get you there.”
• Two things help you make the choice to make changes or evolve: your core values and what distinct value you deliver better than anyone else in your role in the context of your environment – whether that’s a community, a social institution, as an individual professional, or as an educator.
What’s the Most Popular Activity that Ontarians Choose?
Culture | Art | Sport | Shopping | Fun
How do Public Libraries compare in the cultural mosaic of Museums, Galleries, Theatre and Music?
CULTURAL ACTIVITIES BY TYPE: PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%
CULTURAL ACTIVITIES BY TYPE: PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%
Public & Commercial Art Galleries: 33%
CULTURAL ACTIVITIES BY TYPE: PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%
Public & Commercial Art Galleries: 33%
Any Performing Arts: 55.0%
CULTURAL ACTIVITIES BY TYPE: PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%
Public & Commercial Art Galleries: 33%
Any Performing Arts: 55.0%
Public Libraries: 73%
Let’s dig deeper into music and concerts…
Let’s dig deeper into music and concerts…
Music and Concert Attendance: Percentage of Canadians Going
Public Libraries
Any performing art
Theatre, classical & Dance
All Classical Music
Symphonic music
Opera
Choral Music
Dance
Pop Music
0.73
0.376
0.275
0.137
0.09
0.032
0.072
0.074
0.213
Let’s dig deeper into music and concerts…
Music and Concert Attendance: Percentage of Canadians Going
Public Libraries
Any performing art
Theatre, classical & Dance
All Classical Music
Symphonic music
Opera
Choral Music
Dance
Pop Music
0.73
0.376
0.275
0.137
0.09
0.032
0.072
0.074
0.213
(Ontarians love culture. We justREALLY love our libraries.)
What about
Sports?
What about
Sports?
The NHL sold 21.6 million tickets.
What about
Sports?
The NBA sold 21.4 million tickets.
What about
Sports?
The NFL sold 17.3 million tickets.
What about
Sports?
Major League Baseball sold 73.7 million tickets
How do Libraries compare?
Libraries get 72.5 million visits each year(In Ontario alone!)
That’s 12 million more than the NHL, NFL and NBA combined…
Or to put it another way…
Or to put it another way…
If the Blue Jays, the Leafs, the Senators, the Raptors, the Thunder, the Furies, the Marlies, Toronto FC AND Toronto Rock all played to capacity crowds in one day (a busy day for the Air Canada Centre, admittedly, but stay with us on this…)
Or to put it another way…
They’d still see around 25,000 fewer people than Ontarian libraries get on every single day of the year.
That’s right – on average, libraries in the province get 198,000 visits a day, every day.
What about Tourists? We see a lot of those.
Nope. ALL of Canada had 16 million foreigntourists. That’s less than a quarter of the number who visit their public library in Ontario alone.
How about shopping?
How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.
How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.Ontario has 1500 Supermarkets.
How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.Ontario has 1500 Supermarkets.In ALL of Canada there are just under 1200 Starbucks locations and over 3600 Tim Horton’s.
How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.Ontario has 1500 Supermarkets.In ALL of Canada there are just under 1200 Starbucks locations and over 3600 Tim Horton’s.In ALL of Canada there are more than 1400 McDonald’s restaurants.
How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.Ontario has 1500 Supermarkets.In ALL of Canada there are just under 1200 Starbucks locations and over 3600 Tim Horton’s.In ALL of Canada there are more than 1400 McDonald’s restaurants.Not every town in Ontario has one of these (or even a bank or post office).
How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.Ontario has 1500 Supermarkets.In ALL of Canada there are just under 1200 Starbucks locations and over 3600 Tim Horton’s.In ALL of Canada there are more than 1400 McDonald’s restaurants.Not every town in Ontario has one of these (or even a bank or post office).Ontarians shop for knowledge and learning too:In Ontario’s 305 public library systems there are 1157 public library branches serving 99.34% of the population.
Maybe people go to the Hospital more?
Maybe people go to the Hospital more?
Nope. Happily, more than 10 times more people go to the public library than Emergency!
Conservatively, Ontarians Visit their Public Library a LOT!
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour
Conservatively, Ontarians Visit their Public Library a LOT!
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour
137 Visits per minute!
Conservatively, Ontarians Visit their Public Library a LOT!
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour
137 Visits per minute!
There’s simply no other public institution which gets 2 visits every second, all year long.
Add in the online stats and the figures are truly incredible…
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour
137 Visits per minute
With Digital Public Library Visits
155.8 Million Visits per year
426,849 Visits per day
17,785 Visits per hour
296 Visits per minute!
Libraries offer great programs…
Ontario’s Libraries offer over 204,000 programs per year, attended by over 3.7 million people!
Libraries offer great programs…
Ontario’s Libraries offer over 204,000 programs per year, attended by over 3.7 million people!
• Early literacy and early learning• Summer Reading Club• Homework Help• Teen Programs• Newcomers to Canada & Ontario• Careers, Skills, and Job Help• Genealogy• Business, entrepreneur and community development• Seniors programs• Book clubs• Culture Days
e.g.
Libraries offer great programs…
Ontario’s Libraries offer over 204,000 programs per year, attended by over 3.7 million people!
• Early literacy and early learning• Summer Reading Club• Homework Help• Teen Programs• Newcomers to Canada & Ontario• Careers, Skills, and Job Help• Genealogy• Business, entrepreneur and community development• Seniors programs• Book clubs• Culture Days
Millions engage with their
neighbours through community programs
Ontarians love their culture
and sports (and that’s great!)
But they love and visit their public
libraries more.
And Ontario’s Libraries are so much more than just culture and recreation!
• Excellent Return on Investment• Strong Economic Development and Impact• Great Employment Support• Welcoming New Canadians• Provable Early Literacy Development• Ongoing Lifelong Support for Formal Education and Homework Help• Serving the whole community equitably• Affordable access to community resources• Access to Government Services and e-government• Questions Deserve Quality Answers • Support Cultural Vitality• AND Recognized and Valued Leisure Activities for majority of
Ontarians
The Public Library value proposition is strong and includes (but isn’t limited to):
• Excellent Return on Investment• Strong Economic Development and Impact• Great Employment Support• Welcoming New Canadians• Provable Early Literacy Development• Ongoing Lifelong Support for Formal Education and Homework Help• Serving the whole community equitably• Affordable access to community resources• Access to Government Services and e-government• Questions Deserve Quality Answers • Support Cultural Vitality• AND Recognized and Valued Leisure Activities for majority of
Ontarians
The Public Library value proposition is strong and includes (but isn’t limited to):
Ontario’s Public Libraries
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.
Ontario’s Public Libraries
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.
Ontario’s Public Libraries
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.
YOUR Public Library
We support your goals for learning, recreation, culture and
arts, creativity, family, making, and engaging with your community.
And we love reading too.
In the time you’ve viewed this presentation, more than 400 people have visited a library in Ontario….
Data Sources• http://www.mtc.gov.on.ca/en/libraries/statistics2013/Summary_and_Comparison_Report_
2013.pdf• http://www.culturalhrc.ca/announcements/2014/PR2014-09-10-e.php?gclid=CKfckba8jcgCF
YsYHwodiZgGVg• https://stats.cfldb.ca• http://www.statcan.gc.ca/pub/87f0003x/2013001/t033-eng.htm• http://www.arts.on.ca/AssetFactory.aspx?did=415• http://www.mtc.gov.on.ca/en/publications/Ontario_Major_Festivals_and_Events_Attraction
.pdf• http://www.slideshare.net/stephenabram1/market-probe-fopl-webinar-20151708animated• http://www.slideshare.net/stephenabram1/fopl-webinar-august1420154
All data is the latest publicly available and figures have been rounded
Contact: [email protected]
Image Sources
1st set of icons by Icons8 – see these and more athttps://icons8.com/download-huge-windows8-set/#/web
Otherwise all images in this presentation are free of copyrights and licensed under Creative Commons CC0 – they were sourced via Unsplash and Pixabay.
Social Media InfographicsThese 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.
Alone Together Collaboration
Alternative Visions for Public Libraries of the Future
SmellyYellowLiquid
OrSex
Appeal?
The Complex Value Proposition
Grocery Stores
Cookbooks, . . .
Chefs . . .
Meals
What does way out mean?
• Normal means that enough libraries have adopted and are learning by doing that the adoption curve is well launched.
The Library as Sandbox
Focus and Understand on the Whole Experience
Dead Wrong ThinkingPublic libraries are growing, doing better than ever.
The Internet and digital world is an opportunity that libraries excel on riding this mechanical bull!
Numbers are good but not great.Stories are better.Choose both!
Now over to you . . .Throw Your Pebble!
Explore
Commit
Accept that change is an attitude
Being More Open to Risk
Develop a perspective of opportunity
Support Aspiration
Be Creative and Attract
Being More Open to Change
‘New’ Library CulturesSupport Your Team
Are there any of these in your library?
The Black Hole
Sucking the life out of initiative(s)?
Tell Your Story: Until lions learn to write their own story,
the story will always be from the perspective of the hunter not the hunted.
The power of answers
Don’t study things to death.
Stephen Abram, MLS, FSLAConsultant, Lighthouse Partners
CEO, Federation of Ontario Public LibrariesCel: 416-669-4855
[email protected]’s Lighthouse Blog
http://stephenslighthouse.comFacebook, Pinterest, Tumblr: Stephen Abram
LinkedIn / Plaxo: Stephen AbramTwitter: @sabram
SlideShare: StephenAbram1
