This Facebook Ad Campaign Might Save Your School Library

John Chrastka is a BOSS! This is a guest post from him about his campaign to get signatures on the White House Petition on School Libraries

On Wednesday, January 25th, a call went out for donations to help support a targeted advertisement via Facebook in support of the White House Petition on School Libraries. Quick creative, keywords, and copy were built about the petition and fielded to an initial audience of 3.8 million people. By 10pm that evening, 34 individual donors pledged $1,250 in support of this outreach. The initial ad targeted Facebook users people who have keywords on their profiles indicating that they were supporters of libraries, reading, and books, or were professionally involved in the library field. From 2pm CST on 1/25 through 2pm CST on 1/27, the ad was seen at least once by 255,000 people.

It quickly became apparent that the funding could be used for more targeted advertising to a wider audience. Within the first 24 hours, ALA’s Office for Library Advocacy created a special post on the I Love Libraries Facebook page to support this project. By Friday at Noon CST, five new ads with extensive, targeted keywords were fielded to the following groups out among the public: Libraries, Books and Writing, Education, Parents, and Friends of I Love Libraries Fans. A 6th group, ‘Civic Minded’, is ready to roll in case we need it. This phase of the campaign has a potential audience of 44 million people and will direct them to the special ILL page. The keywords and creative for this phase are attached and available to you open-source for future use in local, statewide and regional campaigns.

As the campaign wraps up after February 4th, a full set of statistics about the efficacy of these keywords will be available for you to benchmark your own projects.

This ad campaign is not the only thing helping this petition along nor is it the only driver. We could have $10k to spend but with our run way we need word of mouth and friends and family to help us deliver as well. We have 7 days (through Feb 4) to make it happen across the library ecosystem as we use our networks to get the word out. Help light a fire yourself by posting and sharing the petition and the I Love Libraries FAQ.

Thanks to Jaimie Hammond for her social media skills and creativity, Marci Merola at ALA OLA for her leadership on ESEA reauthorization and school libraries, and the ALATT crew for stepping up when it is needed.

Thanks to PC Sweeney for the guest post. (no John, Thank you!)

John Chrastka | jchrastka@associadirect.com | facebook.com/chrastka

The ALA Think Tank’s Partyhard Guide to #alamw12

Alright team, here it is in all its glory! The ALA Think Tank’s Party Hard Guide to ALA Midwinter 2012. Each of these links to an event in Facebook because they are not all on the official conference scheduler and they are not all Official Conference events. Some of these are just meetups and good times put together by folks who want to meet and network. The events that don’t have a link are only in the conference scheduler and for some reason the links don’t work in the scheduler. But if you want to try, here is a link to take you to all the Official Social Events at ALA.

I have a strong belief that these social events are becoming more and more important. We trade ideas, talk, celebrate our profession, network and meet people, and freely brainstorm amazing new ideas. I can’t tell you how many things have come to my career by simply talking and interacting with librarians in these social events. I have so many stories about some of the things that have happened through these events that I won’t share the details of them here, but know that most of the things I talk about on this blog were helped in some great way by the people I’ve met. So I’m not asking you, I’m telling you (especially newcomers to the field) take the time to socialize and meet everyone you can! With that in mind, here is my current list of networking and meeting opportunities at ALA Midwinter 2012.

Thursday
Pre-ALA EL & Friends Meetup
8:30pm-?
Iron Cactus Mexican Grill And Bar

Friday
Lita Happy Hour
5pm-8pm
City Tavern 1402 Main Street, Dallas, Texas

YA Lit Trivia Night FUNdraiser
8pm-10pm
Omni Hotel, Dallas Room B

Emerging Leaders Meetup
8pm-10pm
City Tavern 1402 Main Street, Dallas, Texas

Saturday
Yalsa Happy Hour
5:30-7pm
Iron Cactus

NMRT Social,
5:30pm-7:30pm
The City Tavern, in Dallas, TX

The 5th ALA MW Newbie & Veteran Librarian Tweet-up
7:30pm-10pm
Anvil Pub, 638 Elm St, dallas TX

ALA MW ’12 After-Hours Social
10pm-2am (or they kick us out)
LaGrange 2704 Elm Street, Dallas, Texas

Sunday
Hacklibschool / Library Boing Boing Meetup
7:00pm-9:00pm
Adairs Saloon 2624 Commerce St. dallas TX

Social (GLBT RT)
6:00pm-8:00pm
Dallas Public Library, J. Erik Jonsson Central Branch, 1515 Young Street, 4th Floor Gallery.

Elsevier Desert Reception
7:00pm-11:00pm
Eddie Deen’s Ranch, 944 S. Lamar St., Dallas TX

The Amazing Erica Findley even made a map! Check it out.

I’m sure there are far more being put together that I don’t know about. If you know of one, feel free to leave a comment below, email me, reach me on twitter, or Facebook, and let me know! I’ll add them to the master list.

Librarians, Tell Amazon to Piss Off And Go Buy Nooks!

Libraries need to get away from Amazon and Kindles and jump on board with Nooks. I’m not saying this for any reason except that Barnes and Noble is a much better company for libraries to partner with. If you want to see reasons why you shouldn’t bother with Kindles, then you should watch this video from Sarah Houghton But I’m not going to make that argument myself. I’ve had enough with all that. Instead I’m going to tell you all the reasons that I loved working with Barnes and Noble to get our eReader lending program going with a collection of Nooks. I’m not even going to defend the collection itself (I’ll do that in another post)

First of all, this whole thing started because someone just called my library one day and offered us $4,000 from a Cable Co-Op grant for no good reason at all. They just wanted us to use the money for some kind of technology. I offered the idea of eReaders and they went for it. Not only did they go for it, but so did my administration (since they didn’t have to pay for it anyway).

Click here for Sacramento PL's Guide to Nook Lending
So, I spent about 6-7 months procrastinating and watching the eReader environment play out for a while and it didn’t look like it was going well. The Kindles/Overdrive/Amazon/Publishers debacle was killing my enthusiasm for the project. I researched what I thought was everyone’s experience with Amazon and Kindle because using those was my original intention. Buffy Hamilton told me about her experience with Amazon and so did a bunch of other librarians. They had everything from really positive experiences to really bad ones. Soon, I realized that the very bad stories started to outweigh the positive few and I was getting worried. I started to HATE this project and put it off even longer.

Finally, I found out about Sacramento Public’s Nook Lending collection at the California Library Association Conference and I spent some time watching their presentations and talking to the Barnes and Noble reps that were there. They were enthusiastic to work with libraries and librarians to put these collections together. They had ideas and wanted to share them. They spoke candidly and told me all of their concerns with the pressure from publishers and what I should expect in the future.

A couple of weeks later I called my local Barnes and Noble and I got exactly the same treatment! I couldn’t believe it! I was guided to the closest Barnes and Noble with a Community Relations Manager (CRM – Key word to me being “Community”) who then guided me through the whole process of ordering the maximum number of Nooks I could order, while balancing with gift cards for the purchasing of eBooks from the website. They are even coming to our library to give my staff a hands-on training on how to use the Nooks. They even went so far as to offer to teach classes to the public about how to use the Nooks! To say I was impressed was an unimaginable understatement. I know they’re just trying to sell more Nooks, but they won me over! Also, they bought me and the employee that I brought with me a coffee. Nothing buys a librarian’s love like free coffee.

If you want to start a Nook collection, call your local Barnes and Noble and ask to speak to a CRM (Community Relations Manager). If your experience is half of what mine was, this would make them the best vendor on the planet.