Capturing the Digital Universe
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Transcript of Capturing the Digital Universe
Capturing the Digital Universe
Ben Sanderson
Head of Press, British Library
@BL_BenS
www.bl.uk 2
Who am I?
• Head of Press, Social Media and Internal Communications at the British Library
• Team of 2 press officers, 2 internal comms
• Working with Head of Communications plus our Advocacy Team
• Social media policy and training
• At the Library since 2001 – but still a comparative newbie
• Follow me @BL_BenS
www.bl.uk 3
The British Library
• UK national library – St Pancras (London) and Boston Spa (West Yorkshire)
• 150 million items spanning 3,000 years and almost every written language
• Books, journals, newspapers, maps, manuscripts, sound recordings
• Half a million researchers use our Reading Rooms every year – millions more online
• Exhibitions (currently: Georgians and Children’s Books; recently: Propaganda and On The Road)
• We get a copy of every UK publication
www.bl.uk 4
“Non-Print Legal Deposit”
• Extension of legal deposit to encompass digital publications (e-journals, e-books, UK web domain)
• How to mark an invisible moment in history?
• An opportunity to transform perceptions of the British Library – from analogue to digital
• Essential to convey the (complicated) message accurately and positively
• Showcasing the importance of our digital archive for future generations
• Five other legal deposit library partners (National Libraries of Scotland and Wales, Bodleian, Cambridge University Library and Trinity College Dublin)
www.bl.uk 5
“Capturing the Digital Universe”
• Extension of legal deposit to encompass digital publications (e-journals, e-books, UK web domain)
• How to mark an invisible moment in history?
• An opportunity to transform perceptions of the British Library – from analogue to digital
• Essential to convey the (complicated) message accurately and positively
• Showcasing the importance of our digital archive for future generations
• Five other legal deposit library partners (National Libraries of Scotland and Wales, Bodleian, Cambridge University Library and Trinity College Dublin)
www.bl.uk 6
“Capturing the Digital Universe”
• Rebranding the legislation to make it relevant for a much wider audience
• Strong messaging in all communications and especially in training for spokespeople
• 100 websites – examples to bring digital content to life and generate debate
• Countdown video onsite and online – building anticipation and providing visuals
• Non-traditional launch format
• #digitaluniverse event hashtag
www.bl.uk 7
100 websites – building anticipation
• A list to spark debate online
• Suggested by curators from all six Legal Deposit Libraries
• Demonstrating the value of digital content – whether ‘serious’ or ‘trivial’
• Generated preview coverage in The Sunday Times in advance of launch
www.bl.uk 8
Spokespeople and messaging
• Bold, memorable messages• Eliminate internal jargon• External perspective/training vital
• Confident, articulate interviewees central to the media proposition• Video news release both to satisfy/stimulate demand
www.bl.uk 9
Launch event – 6 April 2013
www.bl.uk 10
Results generated• An audience of 141.5 million in14 countries, with
467 pieces of media coverage
• 272 online articles including Associated Press, Huffington Post, Wired.co.uk, Spectator blog, The Drum, Yahoo! News, Press Association, Digital Spy, MSN
• 132 broadcast, including interviews on BBC Breakfast, Radio 4 Today, CNN, Sky News, Al Jazeera, ITV, LBC Radio, BBC Asian Network, BBC News
• A total of 5,000 tweets over the course of the campaign
• Traffic to the Web Archive pages up from 10.2k visits to 87.9k and on the day of launch there were 2,018 clicks on the story on the BL’s homepage
• An increase of over 1000% in social media mentions using the words ‘British Library’ and ‘digital’, showing a powerful shift in the way the Library is perceived
www.bl.uk 11
Using video to maximise our impact
• Our campaign video
• Our video news release was used by Guardian, Yahoo, Telegraph, Mail, Express online and others
• There is a hunger for online video
• ...but it needs to be conceived, shot and sold in by people who know what they’re doing!
www.bl.uk 12
Take-aways?
When you get the opportunity, be bold and ambitious
An external perspective is vital
Use video, campaigns and events to create excitement that people want to share