Facebook email and big data for libraries
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This presentation is about creating more effective and holistic digital strategies that return real results for libraries and library initiatives. To schedule a training, workshop, or to have me speak at your conference, visit my website at pcsweeney.com
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Facebook email and big data for libraries
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- Or, the presentation where I give away all of my secrets
- Before Campaigns were utilizing digital tactics, they were handing out pamphlets, door to door, radio, phone calls, tv (kennedy/nixon), first consultants in the 70s, Howard dean in 2004 invented digital, Obama perfected it, Trump fully embraced it
- Bernies campaign raised most of it’s money via Email and FB, trump’s campaign built huge digital networks (that relied fake news) that engaged new to the internet retirees, Trump’s reddit page was one of the fastest growing and largest pages in any campaign, over 750 million dollars spent on digital alone in 2016 election. NRA using ucampaigns
- Build organized networks and communities of empowered and radicalized supporters and engage them to take action
- Petitions, emails, event management, volunteer signups, pledges, blogs, surveys, videos, images, social media posts
- A strong digital campaign has a strong central location for everything.
- We need to figure out a way to turn this digital power on for libraries. We have ALA Think Tank
- Its not about when story time is, its about what storytime does. Not the what they get, why its important that they get it- Not how many new chairs they get if the campaign wins but what those chairs do. Talk about parking at Madison campaign
- In a digital campaign, there is about 48 hours before the ROI disappears. – Talk about Koch Brothers campaign
- Talk about the language disparity between the Conservatives and the Progressives
- For a campaign to be effective, you have to build a well-educated audience who have been prepared to take action – talk about IMLS campaign. Trumps campaign has 1200 different audiences.
- Talk Obama’s Ladder of Engagement
- ALWAYS ASK FOR SOMETHING. But don’t give people options. Ask for one thing at a time. Any more and people turn away.
- When someone signs a petition, what should they do next? Call? Donate? Volunteer? Whenever you do something on the internet, you include a way to follow up. To encourage and ask them to take part in the next step. Talk about EL and IMLS
- Trumps campaign had 1200 audiences they would test messages to each one before investing in a bigger spend.
- People want to give more to the communities that they belong to and they will fiercely fight to defend their communities.
- Give people the tools they need to create their own actions. Give them opportunities to do the work for you and empower them or give them permission to do it.
- Different things engage differently on different platforms. But let’s get serious about making high quality images, video, and text.
- What is big data? It’s a profile of you that might be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions. Talk about OCEAN
- To find out who is most likely to take action, volunteer, support, donate, purchase, vote, etc… So that you don’t waste money asking someone to do something that they will NEVER do.
- For campaigns it starts with a voter file. What is a voter file, what do we know about voter files, why should libraries focus energy on voter files? Why should libraries focus on voter files. Voter file can only be used for political purposes
- AtoZ databases or ReferenceUSA- can be used for commercial purposes. Facebook, L2, Acxiom, ask for some data sources from other like minded organizations in the community
- You can add consumer groups, email and contact appends through L2, Gale Patron Insights, if they’re donors, high propensity voters, income level, etc…
- What’s wrong with library’s data?
- Talk about privacy
- I’m not going to talk about Facebook basics. I’m going to review big picture theory and deeper Facebook
- We all use standard ads. Who here pays for ads? Pays for likes?
- Talk about Jim drunkenly explaining it -Power Editor, Acxiom, audience insights, upload lists, Pixel
- Build big data audiences that are effective
- Facebook Pixel lets you find out who in your community checks out a ebook, makes a donation, visits your event page, visits your adult, teen, child pages, etc… You can narrow audiences by pages
- This lets you do a/b testing
- Your goal is the right message to the right audience at the right time so that they take action without wasting any money on people who are unlikely to take action. Get more from them- IE Get some other way to contact them outside of digital, get some data on their behavior (FB Pixel). And build support even if they don’t ever use the library.
- With a big enough email list and a platform to send them from, you can move the world. – archimedes You can move people across social media with email, it works on different platforms, it’s the only thing on the internet that does that.
- The difference between email and facebook is that email costs time, FB costs money
- No matter what you do in the library, on your website, or social media, ask for email addresses. More likely to give it then phone.
- You can, but only do it if you’re desperate.
- Please stop newsletters
- It’s a holistic approach that requires we rethink our entire digital footprint, no more drupal or wordpress. But Civic Engagement Platforms like Nationbuilder
- It’s a holistic approach that requires we rethink our entire digital footprint, no more drupal or wordpress. But Civic Engagement Platforms like Nationbuilder
- Or, the presentation where I give away all of my secrets