To Libraries, from Russia, with Love (Digital Advocacy)

This presentation was built as a tongue and cheek presentation about some of the big data and digital advocacy strategies that arose from the interference of Russia on American Elections and what libraries can learn from it.

Big data has changed the way many advocacy organizations and causes build support and organize their communities but how do they do it? In this session, we’ll look at how organizations use big data to influence Americans and explore the ways that libraries can take advantage of this tool. Almost every library has access to big data tools and can use the theories and strategies in this session to apply those tools cheaply and efficiently to build community support, reach non-users, and engage a wide variety of audiences in conversations about libraries.

1. TO LIBRARIES, FROM
RUSSIA WITH LOVE.
Patrick “PC” Sweeney
pcsweeney.com
@pcsweeney

2. VOTER ATTITUDES
the
data
The positive image of the library has increased.
The willingness to vote for it has decreased.

3. WE NEED VOTER SUPPORT IF WE WANT LIBRARIESTO STAY OPEN.

4. WHAT SHOULD WE BE DOING?
Cultivate and empower Super Supporters
A significant bright spot in the research is that
support among library Super Supporters—a
small but mighty group—is largely unchanged.
This segment’s loyalty should not be taken for
granted, but rather nurtured and protected. In
addition, library leaders can consider how to
engage and leverage this group as library
ambassadors to advocate with decision makers
and influence other segments of the population
that might be more disconnected or skeptical.

5. PROBLEMS WITH
OURDATA

6. ADVOCACY MODEL

7. ACTIVIST MODEL

9. WHERE CAN WE GET AUDIENCES?
ØAtoZDatabases/ReferenceUSA
ØFacebook and/or social media
ØSocial Hacking
ØOrangeBoy, Analytics on Demand
ØBuild them

10. DETAILED TARGETING
OF SEGMENTED
AUDIENCES

18. GUIDING PRINCIPLE:
CREATE FUNNELS/PATHS
audience
email
facebook
direct mail
data
collection or
ID on
platform
make a
donation
volunteer
radicalized
audiences

19. adults
digital
campaign
website
children
teens
CIVIC CRMS, NATION BUILDER
ACTION.EVERYLIBRARY.ORG

20. surveys
integrated
data websitesocial media
donations
volunteers
communications
third-party data
supportersevents
GIS
polling

21. PUT IT ALL IN PRACTICE
audience
big data
facebookaction site
data
collection
donateemail
direct mail
donate

22. Patrick “PC” Sweeney
pcsweeney.com
@pcsweeney
TO LIBRARIES, FROM
RUSSIA WITH LOVE.