Targi Książki w Krakowie. Spotkanie z ABE-IPS. Odkrywanie BIblioteki


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Odkrywanie Biblioteki- Marcin Derdzikowski

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  • (Before showing animation): We are all humans, and if there is someone here who is not, let us know that that would be great news! We have far more commonalities than differences. And one of those commonalities is that there is always someone out there complaining, wanting things different and driving change. History overflows with revolutions since the beginning of time. (Show animation): Already 2000 years ago, a well trained and strong gladiator called “Spartacus” inspired a band of escaped slaves to rise up and rebel against the Roman republic. They fought hard, grew from 74 to over 120,000 and nearly succeeded…but at the end they were crushed by the roman commander Marcus Licinius Crassus. Anyway, at least they tried!
  • Or one of the most influential revolutions ever…The French Revolution! Where the crowds of common people, those like you and me, increasingly frustrated by the ineptitude of King Louis XVI, summoned the courage to rise up against the monarchy. In just 3 years the King had been publicly executed. This was the first revolution to have ripple effects globally as it later inspired the rise of democracies in other parts of the world, and the equal rights of slaves and women…
  • More recently…just two years ago. The people of Tunisia and Egypt in a matter of weeks ousted the dictators that had ruled their countries for decades. Interestingly, no individual, group or event for responsible for this historical shift of power. And by the way, this is the first revolution that was substantially accelerated and fueled by social media: Facebook and Twitter!
  • Every revolution in history has been ignited by large group of people who have accrued frustration for something…and eventually break out seeking to be heard, to belong, to be respected, to self-express…
  • For those who suffer from Myopia…You can only see things that are near you…The rest of the world simply doesn’t exist. Whether good or bad, you can’t see it! For some people, already one meter away from them is a lot and they can’t see anything…Just indiscernible blurs.
  • Put on your eyeglasses…and then you see what is coming! Most top business executive suffer from Myopia. But a different one called “Marketing Myopia”. They see the market right on their nose…but miss anything one meter away. The consequences are disastrous! Great companies disappear in few years. Just 6 years ago Black Berry was the world’s most successful product, today the company is being sold because they are losing money…They didn’t put on their eyeglasses!
  • Back in the 1990s, it was the early world wide web and most people didn’t know what it was useful for. Two Stanford PhD students built a website listing their favorites websites. If they considered that a website on the world wide web was good, they categorized and listed it there. In a sense, they were kind of digital librarians…They manually handpicked websites based on their own quality criteria.
  • One year later they re-named it to Yahoo! Its popularity exploded and by 1996 it had 1 million hits per day. It listed categories alphabetically, and within a list of the most relevant websites. It was a directory, not a search engine. In fact, it was meant to eliminate the need for a search engine. They had a small team who manually approved or ruled out websites. Very similar to the job of a librarian selected what content to put in and what to leave out. At that time, it was what people needed because most people didn’t know what was the web, so a simple guide to the “best websites” was good enough…Yahoo viewed itself as a “Web Portal” never as a “Search Engine”.
  • The number of websites on the world wide web exploded overwhelming Yahoo! Human-Compiled listings. In other words, there were more websites popping up than what Yahoo! Team could manually scrutinize, categorize and list (does this sound familiar with library challenges today?). The focus of the company continued to be as “Web Portal” not a “Search Engine”. Indeed, it prided itself of eliminating the need for “search”.
  • Despite the massive explosion of websites and the increasing need for people to “find things” on the web, Yahoo! Continued to view itself as a “Web Portal”, a guide to the web. What they failed to realize was that “Searching” was the next social, cultural and technological revolution. Indeed, It outsourced its search service to a relatively unknown company called Google. This propelled Google by helping them to boost awareness, popularity and usage among Yahoo! Visitors.
  • By 2004 Yahoo dumped Google as its main search engine and tried to develop its “Search” technology via acquiring other companies. It was too late, Google had taken the lead and Yahoo never caught up. Yahoo suffered from marketing Myopia, not seeing what was next. They missed the search revolution and it cost them dearly because today Google is ten times bigger and growing while Yahoo is declining and struggling to define its future.
  • Play movie file for 38 seconds straight from the PowerPoint slide (it should be embedded), stop it and ask audience for their count of passes. Gather a few answers. Then resume movie till the end. Ensure that the movie file is inserted and or linked to the PowerPoint file before the presentation.
  • On average at least 50% of people don’t recall having seeing a Gorilla at all. Despite the prominent figure walks in, dances and marches off…But Why?
  • Biologically our brains are rather limited in terms of how many things we can pay attention to. Basically, we can only give our attention to one thing at the time, that is it! Either we focus on one object or another but both at the same time is biologically impossible because our working memory is quite small. Multi-tasking is simply a fallacy. When we consciously focus on one object, we miss everything else. And the more we get used to being focused on one thing the more we will miss everything else. That is to say, we begin to suffer from cognitive myopia. But why is this important for librarians? Why should you care? (Show Animation): More importantly, how many Gorillas have you missed?
  • Over the last 5 years libraries have been giving lots of attention and resources to eBook. And rightly so because eBook sales have grown well over 500% in that period…
  • Furthermore, in just 5 years from today, eBooks will sell more than print Books! An amazing feat if you take into account that print books have been around for more than 2000 years. The first book production in Rome developed in 1st century BC.
  • The other big talk is about the shift from print reading to digital reading. And again libraries have gone in great length stretching their budget to support their patrons acquiring more electronic resources than ever before. It is well justified as it expected a total shipment of 350,000,000 tablets in just three years from today.
  • But a key question is…Are we looking at the RIGHT GORILLA? Or are we missing him altogether?
  • For well over 2300 years, from ancient Greece till recent times, the publishing industry was ruled by the publisher. The publishing house decided what book to publish regardless how how passionate or motivated the author might be. The reason was simple: Very high production, distribution, and marketing cost. It was a dictatorship-type relationship between publisher and author…
  • History overflows with cases of extraordinary books that were repeatedly rejected by the almighty publisher: (Show animation 1): Agatha Christie was rejected for 5 continual years; (Show animation 2): Louis Lámour the best selling author of all times with over 300 Million sold copies was rejected more than 200 times by publishers. (Show animation 3): And Harry Potter was turned down by 12 publishers in a row…
  • (Show animation 1): The combination of Desktop publishing technologies started by Apple Computers in 1980s, (Show animation 2): The explosive growth of the world wide web during the last decade, (Show animation 3): and the advent of Web 2.0 technologies in 2004 have reduced the cost of content production, distribution and marketing to near zero for the average Joe…(Show animation 4): And that has caused a major shift in power over publishing from the publisher…to the AUTHOR!
  • The shift of publishing power to the Author (Show animation 1) has led to the democratization of publishing. (Show animation 2): In turn, this combined with our biological necessity to “belong”, “be respected by others”, and “self-actualization” has resulted in more published information generated by people in the last 10 years than in the past 2000 years! (Show animation 3): This ladies and gentlemen is…THE OPEN ACCESS CULTURAL REVOLUTION!
  • Self-publishing quality is gradually coming up to scratch. Close to 1 in every 3 best sellers in Amazon.com has been self-published. An amazing achievement because the best sellers list in Amazon includes all type of published digital media: Magazines, Newspapers, Books, Audio Books, Blogs Subscriptions, Games, etc.
  • Since 2011 PLoS ONE became the largest Journal by number of published articles.
  • And the Directory of Open Access Journals already lists nearly 10,000 Open Access Journals. Furthermore, they are falling short of the real figure because there are more than 16,000 out there!
  • And for those who are skeptical about content quality…OA impact factor in US, UK, Germany and Netherlands have been quickly catching up with closed-access…
  • Open Access content is much bigger than we think…Just look at smartphone Apps in your iPhone or Samsung. These are self-publishers using all kind of media to promote all kind of knowledge or information.
  • Mendeley has become in just 5 years the world largest free bibliographic reference manager boasting a whopping 400 Million eDocument. Why wasn’t it a library instead?
  • Or Quora…Just ask any question, and the crowd will answer it. Answers are voted up so that you get the most voted one. The company started in 2009 and it has been valued at US$ 1 Billion already.
  • Or Wikipedia…The world’s largest encyclopedia and the second most visited website by students after Google. 270,000 People publish their content there every month…at not cost!
  • When a corporation needs to solve a complex technical problem…They post it in Innocentive for the open crowd to pitch solutions…
  • The fact of the matter is that the open access cultural revolution has got a grip on college students…92% start their search for academic content outside the library…
  • Because libraries have been mostly focused on organizing closed-access content…(Show animation): They have lost relevance to their users. And it will get worse as the OA cultural revolution further accelerates. WHAT CAN YOU DO ABOUT IT?
  • The most popular websites in the world are specialized digital libraries. (Show animation 1): Think of Wikipedia an online encyclopedia and 6th worldwide and the second for students. (Show animation 2): Or Facebook which is a library where the content to organize is your friends profile. It is the second most popular in the world with over 1 Billion active accounts. (Show animation 3): Or Google which aims at organizing the world’s information. (Show animation 4): Or the Apple Apps Store, which is a digital library that organizes mobile apps. It boasts the largest number of download in history: 50 Billion. All of them have one single and very simple search box…Users have gotten used to that. (Show animation 5): If the library wants to resonate with its new generation of users. You have to reduce the entire library portal to ONE SEARCH BOX…That’s it! Get rid of the web of hundreds of links, it is confusing and pushes end-users away back to the world wide web.
  • In the universe of digital knowledge there are two totally different and opposing worlds. (Show Animation 1): The traditional closed-access copy-righted content dominated by a handful of large publishers. (Show animation 2): And the huge and ever expanding open access world populated by million of content-generating websites, but dominated by just a few of them. (Show animation 3): The only place where these two worlds can be searched and explored holistically together is the library! That is your role in the future. Currently, library discovery technologies are geared for closed-access content. In order to stay relevant, librarians have to organize open access with the same passion and professionalism that they do close-access content. This is the only way users could ever experience an optimized discovery.
  • The next dimension that will help libraries deliver an unique value for their users concerns the disproportionate concentration of traffic on just a handful of publishers. (Animation 1): Inside the library, the largest and best known closed-access content publishers/aggregators control more than 80% of usage. They have the biggest visibility, marketing, distribution and discovery technology power. Outside the library, it is the same, 10% of OA content publisher/aggregators control more than 80% usage; think of Google, Wikipedia, YouTube, DOAJ, Mendeley, etc. It is more about marketing-power than content-relevance power. (Animation 2): In the One Box Search with a Holistic Discovery at the library is the only place on earth, where all publishers could be equally weighed. The end result is that Content Relevance should drive traffic regardless of who published it. (Show animation 3): This is not the case in libraries today at all. Most content in library discovery technologies is closed-content and programmed to make big publishers/aggregator more visible. But how could you make the change? Let’s look at a very successful digital library…
  • The Apple App Store is a digital library with over 50 Billion downloads and over a Billion every month. Their discovery technology favors the content rather than the publisher. Their main profit generator is the hardware rather than the Apps. Their interest are best served when there are more Apps being developed and published regardless of whether they are free or paid. (Animation 1): A quick search on “Engineering” results in numerous Apps. The first App is Free, (Animation 2) the second as well, (Animation 3) then the third is Paid, and so and so forth. So, they have integrated Free and Paid in one holistic discovery technology. The best “content” wins visibility regardless of where it comes from. Developers stay motivated to keep producing content. In fact, there there are over 1,000,000 Apps. But how to ensure that the search results are relevant to the user? More specifically, how to ensure that the search results fit the users context?
  • If the library tries to set itself apart and add value by being the only source of a holistic discovery of open and close access content, then there is another problem looming ahead: too many ePublication in search results. Think of Google giving you 160,000,000 results when you key in “Free eBook”. Users are not searching for “Text”, instead they are searching for “Context”. The sentence “Physical Attraction” means something for a physics researchers and a totally different one for a teenager with hormonal revolution. (Show Animation 1): Amazon.com owes its success to adding “Book Reviews” in 1994. These reader recommendations created a sense of community and personalized the search. “Book Reviews” was what made people in the 1990s flock to Amazon.com as they found it easier to navigate the million of book titles available. This brings us to our final tip for today. (Show animation 2): Let the community be the one that speak out and helps user find what they are looking for: This is so called SOCIAL METADATA and leading libraries in the Netherlands have started working with it with great success…
  • Concluding…In a present and a future characterized by an Open Access and User-Generated Content Cultural Revolution…We believe that libraries will be the only place where Open and Closed Content can be brought together to deliver a holistic and personalized discovery experience. To this end, consider our four tips: (Show animations 1 to 4).
  • Targi Książki w Krakowie. Spotkanie z ABE-IPS. Odkrywanie BIblioteki

    1. 1. Rewolucja Open Access Szanse i zagrożenia Ponowne odkrywanie wartości biblioteki warunkiem sukcesu w cyfrowej przyszłości Poznao 12-13 września 2013
    2. 2. Rewolucje zawsze nam towarzyszyły… Wojna Spartakusa 73-71 p.n.e
    3. 3. Rewolucje zawsze nam towarzyszyły… Rewolucja francuska 1789-1799
    4. 4. Rewolucje zawsze nam towarzyszyły… Rewolucja socjalno-medialna w Tunezji i Egipcie 2011
    5. 5. Czego uczy nas historia? Sfrustrowane społeczeństwo walczy o swoje prawo do wyrażania siebie
    6. 6. Świat widziany krótkowzrocznie
    7. 7. „Okulary” zmieniają świat!
    8. 8. Przewodnik Jerry’ego po WWW Jerry Chang i David Filo - 1994
    9. 9. Yahoo! 1996 – Million odwiedzin dziennie!
    10. 10. Liczba stron przewyższała możliwości fizyczne Yahoo!
    11. 11. Krótkowzroczność marketingowa = Yahoo! rozpoczyna współpracę z Google - 2000
    12. 12. W 2004 Yahoo! porzuca Google ale jest już za późno…
    13. 13. Krótkowzroczność nie jest opłacalna… Jerry Yang rezygnuje z posady prezesa Yahoo! w 2008 a w 2012 opuszcza firmę
    14. 14. 50% osób nie widzi Goryla!
    15. 15. Nasz mózg jest biologicznie uwarunkowany tak aby skupiać się na jednej konkretnej rzeczy Ile „Goryli „ już pominęlismy?
    16. 16. eBook tu…eBook tam…eBook wszędzie…
    17. 17. eBook tu…eBook tam…eBook wszędzie…
    18. 18. eCzytanie tu…eCzytanie tam… eCzytanie wszędzie..! 
    19. 19. Ale czy patrzymy na właściwego „Goryla”?
    20. 20. Wydawca: 2300 lat panowania…
    21. 21. Bestsellery odrzucane przez wydawców
    22. 22. Eksplozja Internetu Lata 2000-ne Naważniejsza zmiana władzy: od Wydawcy do Autora 2004 Publikacje na komputerach Lata 80-te
    23. 23. Demokratyzacja publikowania Naważniejsza zmiana władzy: od Wydawcy do Autora Kulturalna rewolucja Open Access
    24. 24. 1 na 3 bestsellery jest publikowany samodzielnie przez autora
    25. 25. Największe światowe czasopismo ma formę Open Access!
    26. 26. Eksplozja czasopism Open Access
    27. 27. Impact Factor czasopism Open Access goni czasopisma Closed Access Source: Journal Metrics www.journalmetrics.com – Source Normalized Impact per Page (SNIP)
    28. 28. Aplikacje Open Access na Smartphone 50 Billionów pobrań do maja 2013!
    29. 29. Open Access – inicjatywy społeczne Największa na świecie baza referencyjna – 400 milionów e-dokumentów
    30. 30. Open Access – inicjatywy społeczne Zadaj pytanie a społeczność odpowie całkowicie za darmo!
    31. 31. Open Access – źródła społeczne 30 milionów stron – 270,000 publikujących – drugie miejsce
    32. 32. Open Access – wiedza korporacyjna Ponad 80% korporacji udostępnia swoją wiedzę społeczeństwu
    33. 33. …są początkiem wyszukiwao akademickich 2010 2005 92% Wygoda, prostota i „bycie na czasie” napędzają ten ogromny wzrost Source: OCLC USA Perception of Libraries 2010 – College Students
    34. 34. Kuturalna rewolucja Open Access Biblioteki nie dostrzegają wagi problemu… Co mogą z tym zrobić? Jak zrewolucjonizować bibliotekę?
    35. 35. Wskazówka nr 1: Jedno okienko wyszukiwania
    36. 36. Wskazówka nr 2: Odkrycie holistyczne = OA+CA Elsevier Closed Access Springer Biblioteka przyszłości = OA i CA razem Wiley McGraw-Hill Taylor & Francis Open Access TED.com Wikipedia Innocentive Quora Mendeley You Tube Google Scholar GoodReads.com Khan Academy iBridge DOAJ Harvard Academic Room Bielefeld Academic Search Engine
    37. 37. Wskzówka nr 3: Skupienie się na zawartości a nie wydawcy Elsevier Closed Access Springer Wiley McGraw-Hill Biblioteka przyszłości = Wydawca OA = Wydawca CA Taylor & Francis Open Access TED.com Wikipedia Innocentive Quora Mendeley You Tube Google Scholar GoodReads.com Khan Academy iBridge DOAJ Harvard Academic Room Bielefeld Academic Search Engine
    38. 38. Wskazówka nr 3: Skupienie się na zawartości a nie wydawcy Wyszukania dla wyrażenia „engineering” w AppStore
    39. 39. Wskazówka nr 4: Społeczność personalizuje odkrycia
    40. 40. Demokratyzacja publikacji Wskazówka nr 1: Jedno okienko wyszukiwania Wskazówka nr 2: Odkrycie holistyczne = OA+CA Wskazówka nr 3: Skupienie się na zawartości a nie wydawcy Wskazówka nr 4: Społeczność personalizuje odkrycia Kulturalna rewolucja Open Access
    41. 41. Dziękuję za uwagę Marcin Derdzikowski marcin.derdzikowski@abe.pl tel. kom.: +48 693 500 590