Using Big Data, Facebook, and Email for Library Advocacy

It shouldn’t come as a surprise that big data, strong email, and effective Facebook tactics are changing the ways that large and small organizations communicate with their communities. However, each tactic can’t exist independently and in order to effectively win an election, campaigns must take a holistic approach to digital strategy. So, how do we go beyond a basic Facebook ad or email and build a more holistic strategy to create effective audiences, reach non-users, and solicit for more donations and volunteers? In this presentation, we will debut some of the overall digital theory, best big data practices, and most effective digital tactics that are used by major organization. We will also discuss many of the ways that even small and underfunded libraries can harness this power for themselves.

For more information about my presentations and workshops, visit pcsweeney.com/speaking

1. BIG DATA
FACEBOOK
EMAIL
Patrick “PC” Sweeney
pcsweeney.comEveryLibrary.org@pcsweeney@everylibrary

2. WHY USE POLITICS
AS OUR MODEL?

3. HISTORY OF
DIGITAL
CAMPAIGNS

4. PROVEN SUCCESS OF
DATA-DRIVEN DIGITAL
CAMPAIGNS

5. STRATEGYOF A
DIGITAL CAMPAIGN

6. TACTICSOF A
DIGITAL CAMPAIGN

7. adults
websitechildren
teens
LIBRARY WEBSITES

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

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

10. HOW TO WE DO
THIS FOR OUR OWN
LIBRARIES?

11. SUPPORTERS
GUIDING PRINCIPLE:
USERS

12. GUIDING PRINCIPLE:
THE MESSAGE
MATTERS

13. GUIDING PRINCIPLE:
TIMING
MATTERS

14. GUIDING PRINCIPLE:
THE AUDIENCE
MATTERS

15. GUIDING PRINCIPLE:
THE MEDIUM
MATTERS

16. GUIDING PRINCIPLE:
LANGUAGE
MATTERS

17. GUIDING PRINCIPLE:
ONE CLEAR ASK

18. GUIDING PRINCIPLE:
A/B TESTING

19. GUIDING PRINCIPLE:
PROBLEM,
AGITATION,
SOLUTION

20. GUIDING PRINCIPLE:
BUILD
COMMUNITIES

21. GUIDING PRINCIPLE:
EMPOWER
SUPPORTERS

22. GUIDING PRINCIPLE:
LADDER OF ENGAGEMENT

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

24. BIG DATA:
WHAT IS
BIG DATA?

25. BIG DATA:
WHAT’S WRONG
WITH OUR DATA?

26. BIG DATA:
WHAT IS
THE GOAL?

27. BIG DATA:
START WITH
AN AUDIENCE

28. BIG DATA:
ILS?

29. BIG DATA:
OTHER
DATA LISTS

30. BIG DATA:
IS NOT
ANONYMOUS

31. THEP WORD

32. FACEBOOK:
OVERVIEW

33. FACEBOOK:
STANDARD ADS

34. FACEBOOK:
BUSINESS
MANAGER

35. FACEBOOK:
BLUEPRINT

36. FACEBOOK:
AUDIENCE
INSIGHTS

37. FACEBOOK:
UPLOAD
AUDIENCES

38. FACEBOOK:
ACXIOM
DATA GURU

39. FACEBOOK:
FACEBOOK PIXEL

40. FACEBOOK:
POWER EDITOR

41. FACEBOOK:
GOAL

42. EMAIL:
EMAIL IS THE KEY
TO THE INTERNET

43. GIVE ME A LARGE ENOUGH EMAIL LIST AND A PLATFORM TO SEND THEM FROM, AND I SHALL MOVE THE WORLD
-ARCHIMEDES

44. EMAIL:
EMAIL VS
FACEBOOK

45. EMAIL:
ALWAYS ASK
FOR EMAIL

46. EMAIL:
BUYING
MAILING LISTS

47. EMAIL:
WRITING FOR
EMAIL

48. EMAIL:
MONTHLY NEWSLETTERS
WEEKLY NEWSLETTERS
ANY NEWSLETTERS

49. EMAIL:
1-3 EMAILS
PER WEEK

50. EMAIL:
SEGMENT
YOUR LISTS

51. EMAIL:
ONLY MAKE
ONE ASK

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

53. YOU CAN TAKE
ACTION NOW!
FACEBOOK.COM/EVERYLIBRARY

54. BIG DATA
FACEBOOK
EMAIL
Patrick “PC” Sweeney
pcsweeney.comEveryLibrary.org@pcsweeney@everylibrary