Csif.data.report.v3.fopl
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The document summarizes a strategic planning process undertaken by the Stratford Public Library to gather community input on envisioning the future of the library. Over 150 community members participated in visioning and collaboration sessions, sharing over 150 themes and stories. The data was analyzed to identify 7 key themes around how people think about libraries and segmented by participant type. Insights showed values like trust, love of books, and connection. The library is challenged to tell its brand story, provide accessible services and spaces for various needs, and serve as a participatory community hub with no walls.
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Csif.data.report.v3.fopl
- 1. DATE CLIENT STRATFORD PUBLIC LIBRARY go public! methodology | sentiment | insight | data visualizations | social media | brand FEBRUARY 16 2012 the library has no walls mapping the next library
- 2. scope
- 3. In October 2010, the Stratford Public Library won a $31,000 CSIF grant to undertake a new kind of strategic planning process: one driven by the community stakeholders, in their own words, telling their own stories. This simple concept meant the community itself would co-create answers to the myriad questions about the future of the library: bottom up, not top down...predicated on the concept that ‘we’ is smarter than ‘me.’ This report details the process, its results and the prospects for a future library in Stratford.
- 4. The project had four distinct aspects: a community ‘visioning’ town hall, filmed and transcribed to capture key sequences to inspire stakeholder conversations twelve ‘community collaboration’ sessions, each with a distinct sub-community, inspired by film clips from the ‘visioning’ session a community outreach comprised of a ‘wordle’ poll and ‘coffee catcher’ sessions a social media program to index all local results against ‘new library’ research and commentaries on the Internet
- 5. This presentation examines the rich qualitative data from the community co-creative sessions, expressed not in numbers but visualized as a ‘pattern language.’
- 6. Instead of filling out a form or writing a prepared ‘mission statement,’ stakeholders were asked to share stories...their stories about the library.
- 7. Their shared stories comprise Stratford’s ‘collective intelligence’ around the idea of ‘library.’
- 8. methodology
- 9. Rarely polled stakeholder communities like at-risk youth, small business and the nonprofit faith/service sector participated.
- 11. 1 visioning session 12 community collaboration sessions 13 different constituencies reached (including three youth subgroups) 59% female 41% male
- 12. In the co-creative sessions alone, over 150 different themes emerged from thousands of human interactions amongst some 125 engaged people
- 13. over 18 hours of conversations recorded and mapped
- 14. Hundreds of conversational ‘turning points’ emerged, which identified dozens of possible solutions.
- 16. These shared community stories sparked conversations, rich in sentiment (how people feel about a topic) and insight (precise intuition about a topic).
- 17. How did we inspire these conversations?
- 18. First, we designed a welcoming, intimate setting to relax the participants. (Details like lighting and music were key considerations).
- 19. Using film clips (from the October ‘visioning’ townhall and YouTube) and a simple word game, we launched conversations revealing story threads about ...
- 20. ...the ‘once and future’ library.
- 21. And then got the heck out of the way.
- 22. The result? Laughter, frustration, nostalgia, reflection, real live argument: a rich window on participants’ past experience and future expectations of the library.
- 23. It was intense: participants were amazed that their time together went so quickly.
- 24. The shared stories were recorded live and mapped simultaneously.
- 25. The conversations were recorded and annotated by LiveScribe® digital audio pens and live-mapped by Compendium.
- 26. At each and every session, we noted a strong sense from participants that ‘great session: we’ve been heard.’
- 27. We then identified hidden patterns in the texts generated by the maps and LiveScribe notes.
- 28. Once Compendium captured key conversational ‘turning points,’ we confirmed the emotional triggers sparking co-creativity.
- 29. snapshot of 2mins of conversation from ‘arts/culture’ co-creation session re role of librarians ‘turning point’ ‘turning point’ ‘turning point’
- 30. The LiveScribe interactive maps benchmarked key comments, in context, against the session’s actual audio recording.
- 31. snapshot of 22mins of LiveScribe conversation from ‘youth #1’ co-creation session re future of librarians
- 32. The conversation maps were analyzed for context and topic frequency.
- 33. German ‘concordancer’ freeware called TextStat analyzed term frequency and context.
- 34. theme in context sample query string library access healthcare information
- 35. And ‘hotspots’—where the conversations sparked new ideas—were identified and classified.
- 37. These themes naturally segment how people think about libraries.
- 38. PLACE/SPACECULTURESELFCOMMUNITY ‘THE UNQUIET LIBRARIAN’* RESOURCESTECHNOLOGY CONVERSATIONAL THEMES *active, visible, noise-tolerant, available ‘human search engine’
- 39. Thematic responses were mapped against seven modes of interactivity (q+a styles) around the table.
- 40. Those q+a styles pinpoint seven ways two people resolve ambiguity in the course of a conversation.
- 41. The results yield data weighted for ‘mention frequency’ (from TextStat) within the seven themes.
- 42. Then we mapped the styles against the themes, uncovering hidden patterns.
- 43. ...but expressed via icon sets, with icon size proportional to frequency- of-mention weight
- 45. iPads salon comfy chairs youth ‘ambassadors’ media commons community hub/‘living room’ better marketing/branding icon size directly proportional to mention frequency
- 46. The relationship between participant interactivity and story created rich sentiment and insight data, in context.
- 47. sentiment measures the aspirational—what we feel in expectation insight measures the experiential—what we actually experience
- 48. And here’s what they said, thought, and want: the aspirations of a community exploring their future library.
- 49. sentiment
- 50. There’s tremendous power in naming concepts. If you can name a concept, you can advocate for it or refine it...and demand it.
- 51. Plus, if we know which topics arise in which context, we have a powerful predictive basis for think about the future.
- 52. Sentiment analysis is key to this naming process: what triggers participants’ feelings about the library?
- 53. Sentiment incites people to actually do something.
- 54. Sentiment segmented into three categories.
- 55. passions: ‘hot’ beliefs not likely to change
- 56. passions include > inspiring architecture > ‘quiet’ v. ‘community zones’ > library = community ‘living room’ (comfy chairs)
- 57. more passions > libraries must curate huge information flows, especially community data > books are beautiful
- 58. passions give us more useful community data! kill overdues, dude! we want activist librarians who show us stuff software classes +> Photoshop + FinalCutPro + Illustrator! where’s the WOW FACTOR? help at-risk patrons inclusively
- 60. paradoxes: discoveries that contradict received wisdom
- 62. Key paradoxes include > youth prefer traditional human library services > seniors prefer evolving core library services, as long as access is good
- 63. paradoxes you’ve got all this data...and no business librarian? huh? I’m 15 and I want an old fashioned librarian! I’m 72 and I want digital knowhow now! OK: show me something I can’t get at home! why’s it so hard to promote wonderful “free stuff”?
- 64. ‘Pick ‘ems’: ‘cool’ beliefs that are negotiable
- 65. ‘Pick ‘ems’ include > hyperlocal databases to explore local history and business research > sharing ‘leads’ for new discoveries
- 66. pick ‘ems new building or Carnegie? green/LEED yes...but lots of parking too? love a café...but will it fly with downtown merchants? coordinate community events planning? can we have iPads instead of desktop computers? can I work off my fines with volunteer work? do we hafta call it a library?
- 67. sentiment data maps (from seven themes)
- 68. COMMUNITY @ LIBRARY great library +> attract new talent to Stratford economic generator! transport hub for teens, seniors deep, rich shared community experiences optimize library resources via savvy community partnerships
- 69. SELF @ LIBRARY libraries spark all forms of creativity share story/life experiences with others libraries cross generations data isn’t everything—human connection is ‘give me context!’
- 70. CULTURE @ LIBRARY gathering place / opposite of ‘outreach’ culture to people ‘where they are’ ‘club hub’ ‘bring people together’ film nights! more curated lecture series balance technology + human don’t forget Festival tourists
- 71. PLACE/SPACE @ LIBRARY ‘zoned space’+> a salon for everybody, quiet or noisy comfy chairs (huge!) critical to downtown vitality digital café! ‘NO WALLS’/seamless service ‘third space’ for busy families secure/safe/accessible a beautiful building at the centre of community: inspire us! performing arts/visual arts space
- 72. TECHNOLOGY @LIBRARY digital media lab for tweens/teens...everybody! community media commons games = learning ‘gimme a complete search experience—live and online!’ teach us software, not hardware! ‘can you publish my book, please?’
- 73. RESOURCES @LIBRARY better fine/hold system volunteer book delivery free database access: who knew? smarter web experience curate community data please! market library resources better NOW! less shelf space...more study space university-grade texts! showcase local business stories more arts events in-house +> dance theatre poetry
- 74. ‘THE UNQUIET LIBRARIAN’ GO TO THE COMMUNITY! specialty branches? get out from behind that desk! give teens more responsibility (brand ambassadors) teach! learning is marketing! curate more +> organize less focus on creativity
- 75. insight
- 76. Insight measures accurate intuition: we broke insight data down by participating subgroup categories.
- 77. All participant data visualizations are generated from the brand
- 78. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy seniors adaptability to change
- 79. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy arts/culture adaptability to change
- 80. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy UWay youth adaptability to change
- 81. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy @risk youth adaptability to change
- 82. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy Falstaff youth adaptability to change
- 83. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy service/faith adaptability to change
- 84. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy small business adaptability to change
- 85. takeaways* (in bite-sized chunks) *for future reference
- 86. Library patrons are values- driven: they support you not for what you do but why you do it. 1
- 87. Libraries are in the story business. SPL needs a clear, cogent ‘brand story.’ 2
- 88. The library experience couldn’t be more personal: ignore this at your peril. (Interpersonal skills—the ‘unquiet librarian’— are paramount.) 3
- 89. SPL isn’t an airline: “customer service” is not what people want. 4
- 90. No: what they want is smart, convenient access, on their own terms, mediated by smart, accessible librarians. 5
- 91. SPL better mean business about how it tells its own story...and especially to business itself. (Marketing especially.) 6
- 92. Even people who don’t use the library love the idea of a beautiful, well-used public space. 7
- 93. Never underestimate the power of a comfy chair. (Hint: laptops and tablets don’t need tables.) 8
- 94. Play is learning. Learning is play. Don’t get in the way of either. And each requires a distinct library environment. 9
- 95. Libraries aren’t just about technology. They’re a safe haven for contemplation, research and exploration. 10
- 96. And the biggie—in a single sentence...
- 98. There is literally not a single aspect of modern culture the library cannot democratize—‘bring to the people.’ Not one. 12
- 99. Because the ‘next library’ has no walls. 13
- 100. And, in the immortal words of one 19 Stratford year- old: ‘grow that culture!’ 14
- 101. That sounds a lot like a core strategy for the future of the Stratford Public Library.
- 102. That’s all, folks. Thank you.
- 103. Chinese pictogram for ‘collective wisdom’
- 104. proud contributor of $35,000 in in-kind knowledge sharing to this project
- 105. The support of the Government of Ontario, through the Ministry of Tourism, Culture and Sport, is acknowledged