our public library "i am looking for someone to share in an adventure that i am arranging, and...
TRANSCRIPT
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Our Public Library"I am looking for someone to share in an adventure that I am arranging, and it's very difficult to find anyone.”- J.R.R. Tolkien, The Hobbit
Jason Meyersfivestones.catwitter.com/jasonmeyers
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Toronto Loves its Libraries
"I've been drunk for about a week now, and I thought it might sober me up to sit in a library.”- F. Scott Fitzgerald, The Great Gatsby
75% of Torontonians use the Public Library
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The Fords• Elected to “stop the gravy train” at City Hall
• Promised to lower taxes/balance budget without cutting services
• Hired consultants to “find efficiencies”
• Libraries were on the list
"Darkness is cheap, and Scrooge liked it.” - A Christmas Carol, Charles Dickens
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The response• Librarian Union wanted to get out before
the cuts to rally support
• Fords had support but there was a sense that sentiment was shifting
• A match was needed to start the fire, so why not libraries?
"Now join your hands, and with your hands your hearts.” - William Shakespeare – Henry VI
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What we did• Campaign microsite• Petition Widget
(emails to city councilors)
• Counter
• Social Media Share buttons
• Campaign video
• Media strategy
"But nobody pointed out that the web itself is a miracle.”- E.B. White, Charlotte's Web
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The Opportunity
(Tim Hortons is a donut shop with really bad coffee)(Tim Hortons is a donut shop with really bad coffee)
“The man who does not read books has no advantage over the man that can not read them.” - Mark Twain
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The Critical Moment
“Don't let the bastards grind you down.” - Margaret Atwood, The Handmaid's Tale
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Gas on the fire“All animals are equal, but some are more equal than others.” - George Orwell, Animal Farm
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So what happened?• Almost 50,000 petition signatures
• Over 35,000 new joins
• Over 40,000 shares on Facebook
• Over 5,700 Tweets (trending topic)
• Almost 100 media stories
• Ford allies flip flop
• Mayor said no branches will be closed
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Keeping the Momentum
"'what is the use of a book,' thought Alice, 'without pictures or conversations?'” - Lewis Carroll, Alice in Wonderland
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Why it worked• Read public sentiment and moved quickly
• Recognized opportunities and responded
• Hyper local
• Celebrity fairy dust
• Media attention• Facebook and Twitter (but mostly Facebook)
"'We've got to have rules and obey them. After all, we're not savages. We're English, and the English are best at everything.'” - William Golding, Lord of the Flies
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The Dénouement• 10% cut to the library recommended by
city administration
• The campaign continues…
"Not so! Alas! Not so. It is only the beginning!"- Bram Stoker, Dracula
Jason Meyersfivestones.catwitter.com/jasonmeyers