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Libraries Yes! Place-based Advocacy campaign


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This Spring, the Multnomah County Library Levy Campaign Committee and consulting firm Winning Mark created and ran a successful place-based advocacy campaign to pass a library-preservation ballot measure. Emphasizing check-ins, recommendations, and making personal connections online, the campaign strategy paid off in a 4:1 win. This presentation walks through the strategy, complete with screenshots, lessons learned, and approach.

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Libraries Yes! Place-based Advocacy campaign

  1. The Libraries Yes! Campaign: Innovation in place-based advocacyMultnomah County LibraryLevy Campaign, Spring 2012
  2. Background• On January 5, the Multnomah County Board of Commissioners voted unanimously to place a renewal of the Library Levy on the May 15, 2012 Primary Election ballot. The three year extension replaces the current levy which expires June 30, 2012.• 65% of the money it takes for the library to operate comes from the Library Levy.• Winning Mark (a consulting firm) approached Libraries Yes!, the library levy campaign committee about running a campaign for “Yes on 26-125.” The library was receptive.• Winning Mark created a place-based campaign strategy to support the Library Levy renewal to kick off in March 2012.
  3. Assets and background• Libraries are well-loved and respected in the community• Libraries are well-reviewed on place-based networks• No one is managing those reviews• The library is not interacting with reviewers or members who check into place-based networks• Large number of inactivated fans to pull from
  4. Primary goals1. Increase awareness about measure 26-125, the LibraryLevy measure2. Promote the library system itself3. Build a base of engaged library supporters for the futurefrom people who self-identified as supporters Secondary goals1. Long tail of positive reviews and community building2. Higher SEO for the libraries (specifically with GooglePlaces)
  5. “Without any formal strategy by the libraries, there is somuch proactive support on the networks of people who love the brand” – Jeff Lennan, Winning Mark
  6. Launched advocacy campaign site
  7. The Ask:Review and rate libraries on Yelp, Foursquare, Google Places, and Facebook Places
  8. Developed “how to” videos and tips specific to each network
  9. Platform-specific tips on website
  10. One goal was for the campaign to be personal After a check-in or review, organizers would: Message through Facebook Message and connect on Yelp Friend on FourSquare
  11. It is critical to use the networks as they are meant to be used. The second you try to mold it to your own whims, they will cry ‘foul.’ - Aly Sneider, Winning Mark
  12. “We wanted to connect with people who took the time to say they loved their libraries”1. 1,000+ identified supporters through the campaign2. 300-400 people took an action to say they loved their library across the different place-based networks3. The campaign then had over 100 conversations with those who took an action in order to bring them deeper into the campaign4. 15 volunteers from this group came into the office to work on the campaign
  13. Facebook community grew the fastest: 5,000 fans in 6 weeks!
  14. Offline supports online:80 people took photos with the “My Library” heart around Portland
  15. Offline: Library Lovers Unite event
  16. Posted My Library photos to Instagram
  17. Yes for Our Libraries Foursquare: over 200 friends in four weeks!
  18. Encouraged check-ins, created lists
  19. Multnomah County Libraries Foursquare list
  20. Google Places strategy: reviews are great for SEO 27362687&hl=en
  21. Facebook Places strategy: check-ins and recommendations Library/113189438696130
  22. YelpTargeted reviewers who had reviewed the libraries, andreached out to Yelp Elite Squad. A few Elite Squadmembers helped with the campaign, and one memberwas very helpful in connecting to the local Yelpcommunity manager.
  24. SCVNGR
  25. SCVNGR stats
  26. Library Levy passes by over 4:1 margin!
  27. Post-vote FB thanks:292 Likes and 45 Shares
  28. Campaign Lessons and Takeaways1. Yelp is not optimized for public advocacy.2. Make the campaign fit the culture of the networks, not the other way around.3. Organizing is time-tested. You need to approach it from an organizing mindset with a plan for IDs, activation, and metrics.4. Google Places is the largest network, with the lowest network barrier to entry, making it very accessible to all.5. Because so many people were already on Facebook, asking them to write recommendations was easily accomplished.6. About Yelp Elite users: These guys know more about the network than we do. Ask them what they think. Learn from them. Also, you can be fairly certain that Elite users are active on other social networks.
  29. Read more about this campaign at Community Organizer 2.0Email: debra@communityorganizer20.comWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: @askDebraOther slides: (617) 682-2977