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M.N. Spear Memorial Library built 1902

M.N. Spear Memorial Library built 1902. Where would you be without your library?. A little history. Our 110-year-old, one-room library (without running water) was inadequate to meet the library needs of the community.

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M.N. Spear Memorial Library built 1902

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  1. M.N. Spear Memorial Librarybuilt 1902 Wherewould you be without your library?

  2. A little history • Our 110-year-old, one-room library (without running water) was inadequate to meet the library needs of the community. • The MBLC awarded Shutesbury a provisional grant of $2,093,084 toward its $3.5M new library project. • Efforts to secure the local funds needed through a debt exclusion override ultimately failed.

  3. Why we turned to social media • The debate had moved off-topic and local fundraising efforts had been tapped out. • We needed to return the discussion to focus on the case for a new library. • Local fundraising continued, but the need for wider participation became obvious.

  4. How do you tell your story? • We made a video to show the actual size of the library, and demonstrate the community support. • Our goal was to share the video with as many people as possible. • We asked supporters to tweet, share, tumble, and email--spread our story any way they can. • We asked for help sharing our story at every opportunity.

  5. Where would you be without your library? • http://www.youtube.com/watch?v=tUQ1vdJQWn0

  6. How to go viral • Library website • YouTube • Facebook • Twitter • Tumblr • Social media fundraising platforms • Press releases to local media

  7. Don’t underestimate telling your friends

  8. It all started with boingboing…

  9. John Hodgman immediately tumbled, saying he cried “Human tears of happiness…”

  10. Right This Minute found us Online web TV, based in Phoenix, talks about emerging video releases before they go viral

  11. Oprah!

  12. Some authors and celebrities who shared our story • Neil Gaiman • David Anthony Durham • Suzanne Strempek Shea • Roland Merullo • Cindy Lord • Guy Kawasaki • Paul F. Tompkins • Jeri Ryan • Wil Wheaton • Tim Daly • Paula Poundstone • Elijah Wood

  13. Target sites that promote social causes • Email video to potentially interested sites • In the email, brag about who has shared it • Ask them to feature your story • Offer a personal contact for more details • Don’t be shy!

  14. The daily doGooder picked us up They share one video via email each day.

  15. New Earth Daily found us They considered us “positive news”

  16. The Daily Good featured our story Delivers one good story to subscribers emails each day

  17. Contact library bloggers

  18. A partial list of library and book blogs • Goodreads • Swiss Army Librarian • The Cardigan Librarian • The Scholarly Kitchen • Yours In Books • Shelf Awareness • Book Shelf Porn

  19. Contact the media • New Yorker's Book Bench: “The tiny Shutesbury public library might not have running water, but it does have a bunch of determined and creative book lovers on its side.” • Huffington Post (twice!): “If you'd like to help the Shutesbury Library stay afloat, watch the video below then visit mnspear.org to make a donation.” • WBUR: Interview for Radio Boston, March 8, 2012 • The Boston Globe: Front page, March 25, 2012

  20. You never know what might happen • Singapore blogger asks: do you feel using social media like this to humanize something like a library has helped your efforts in a significant way? • United Arab Emirates • Italy ~ Mia’s Library • Germany • Argentina • Canada • …and many more (20+)

  21. Be open to possibilities that hadn’t occurred to you—Ukuleles! Jim and Liz Beloff, Uke Out Denver Ukulele Club

  22. Volunteers are indispensable! • This project would not have been possible without our volunteer film maker, Lindsey Van Dyke, who brought creativity and talent, experience with social media, and a love of libraries to the project. • Emily Bloch promoted the video through social media and online news sources. • Townspeople enthusiastically particpated in its making. • Shutesbury residents shared the video and our story via Facebook, Twitter, and email.

  23. It’s a lot of work but we needed it to succeed to save the library • In the beginning we got lucky. • Quickly, the task becomes sustaining the momentum. • Promoting the video became a full-time job. • 50,000 people viewed the video; it raised $60,000. (Ultimately, unfortunately, that was not enough as time ran out.) • Now, there is a message on the video thanking viewers for supporting our dream.

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