1. OCLC Online Computer Library Center 1 Using Library Perception Information and Impact Data

2. OCLC Online Computer Library Center 2 In this session, we will discuss library perception information and impact data, why it is important, and how it can be used to support library advocacy. Session Purpose

3. OCLC Online Computer Library Center 3 Session Agenda In this session, you will: 1.Learn how target audience perception information can be used to support library advocacy. 2.Learn how impact data can be used to change target audience perceptions of libraries and to support library advocacy. 3.Review different methods for collecting library perception information and impact data.

4. OCLC Online Computer Library Center 4 What is Library Perception Information? Information that describes the knowledge, thoughts, and feelings your target audiences have about your public library and the services your library and library staff provide.

5. OCLC Online Computer Library Center 5 By understanding how your target audience thinks and feels about the library You can determine the best way to approach and connect with your target audiences to encourage their involvement Perception Information and Library Advocacy

6. OCLC Online Computer Library Center 6 Discussion: Character Cards and Perception Information

7. OCLC Online Computer Library Center 7 Library Perception Research Examples Two research examples conducted by professional research firms using a combination of telephone surveys, online surveys of voters and elected officials, focus groups, and in-depth interviews with national and community leaders. Africa United States

8. OCLC Online Computer Library Center 8 Africa—Key Finding #1 Awareness of libraries is high even among non-library users. In addition to the high awareness of libraries, a majority of people surveyed had very positive perceptions of libraries, including decision-makers, library users, and non-users.

9. OCLC Online Computer Library Center 9 Africa—Key Finding #2 Libraries are perceived as offering academic-related information and therefore are an extension of the academic study.

10. OCLC Online Computer Library Center 10 U.S.—Key Finding #1 The librarian is essential to generating support for the library. People say librarians who are positive and “passionate” about the library influence how much they support the library.

11. OCLC Online Computer Library Center 11 U.S. Key Finding #2 U.S. elected officials think libraries are valuable and support them, but do not believe that libraries need more funding. They also have strong emotional connections to libraries and often remember the library from childhood.

12. OCLC Online Computer Library Center 12 Using Perception Information Identify key challenges or misperceptions Identify the favorable perceptions Identify best approach based on perceptions

13. OCLC Online Computer Library Center 13 Discussion: Perception Research Case Study

14. OCLC Online Computer Library Center 14 What is Library Impact Data? It is the measurement of how people’s lives and communities have changed as a result of library programs and services.

15. OCLC Online Computer Library Center 15 Examples of Impact Data Digital InclusionCulture and LeisureEducationCommunicationEconomic DevelopmentHealth Government and Governance

16. OCLC Online Computer Library Center 16 Collecting Library Perception Information and Impact Data Types of research: Quantitative (hard numbers) Surveys Data collection and analysis Qualitative (subjective, exploratory research) One-on-one interviews Moderated discussion groups Informal conversations at meetings, conferences, and social events

17. OCLC Online Computer Library Center 17 Activity: Practicing Target Audience Interviews

18. OCLC Online Computer Library Center 18 Advocacy Action Plan Workbook

19. OCLC Online Computer Library Center 19 Activity: Identifying and Understanding Target Audiences

20. OCLC Online Computer Library Center 20 Closing Reviewing our agenda: Learn how target audience perception information can be used to support library advocacy. Learn how impact data can be used to change target audience perceptions of libraries and to support library advocacy. Review different methods for collecting library perception information and impact data.

21. OCLC Online Computer Library Center 21 Please fill out your Session Feedback Form. Evaluation