AMIA 2009 By: Kim Schroeder

Technology Costs You

Technology Costs You

Technology Costs You You have to really define your ACTUAL costs.

Technology Costs You

You have to really define your ACTUAL costs.

Technology Costs You Hardware Software Training Maintenance Poorly Implemented Technology Costs You MUCH More

Technology Costs You

Hardware

Software

Training

Maintenance

Poorly Implemented Technology Costs You MUCH More

We need to instill common business practices The basics of Marketing, Budgeting, Fund-raising and Needs Assessment are a help and not a hindrance. Let’s lean on what has been proven to work.

We need to instill common business practices

The basics of Marketing, Budgeting, Fund-raising and Needs Assessment are a help and not a hindrance.

Let’s lean on what has been proven to work.

Needs Assessment Readiness Question: I love Twitter so I am going to start a Twitter program at my Archive. Are you ready to go forward?

Needs Assessment

Readiness Question:

I love Twitter so I am going to start a Twitter program at my Archive.

Are you ready to go forward?

No! A great Twitter program has to have an existing business need. You need to be able to identify if that need is there and exactly what that is. Examples You have a strong collection or programming that youths and young adults would enjoy. You have a technology-intense user base that is always looking for newly digitized collections or programming from you. You want to have a strong technology/youth base of users and you have a collection to support that. You wan t to reach out to the growing middle-aged audience on Twitter.

No!

A great Twitter program has to have an existing business need. You need to be able to identify if that need is there and exactly what that is.

Examples

You have a strong collection or programming that youths and young adults would enjoy.

You have a technology-intense user base that is always looking for newly digitized collections or programming from you.

You want to have a strong technology/youth base of users and you have a collection to support that.

You wan t to reach out to the growing middle-aged audience on Twitter.

Readiness Question: We need to set-up a MySpace account to reach youth. Are you ready to go forward?

Readiness Question:

We need to set-up a MySpace account to reach youth.

Are you ready to go forward?

We need to set-up a MySpace account to reach youth. What is your business reason for the time to do this? The staffing to monitor and update it? Have you examined the differing audiences in MySpace versus Facebook?

We need to set-up a MySpace account to reach youth.

What is your business reason for the time to do this? The staffing to monitor and update it? Have you examined the differing audiences in MySpace versus Facebook?

Readiness Question Second Life can be built as a solid representation of our Archive. Are you ready to go forward?

Readiness Question

Second Life can be built as a solid representation of our Archive.

Are you ready to go forward?

Second Life can be built as a solid representation of our Archive. No, but Yes! Only if you have the budget and knowledge to build it. You have to buy land to build your collection. There is a serious learning curve to build it and learn how to design buildings. You will have to buy chairs tables, etc. or design them. See the next slide for a snapshot of the Stanford Archives SL site.

Second Life can be built as a solid representation of our Archive.

No, but Yes!

Only if you have the budget and knowledge to build it. You have to buy land to build your collection. There is a serious learning curve to build it and learn how to design buildings. You will have to buy chairs tables, etc. or design them.

See the next slide for a snapshot of the Stanford Archives SL site.

Making a decision is equivalent to a small business plan. Needs Assessment Research Budget Develop Written Plan

Making a decision is equivalent to a small business plan.

Needs Assessment

Research

Budget

Develop Written Plan

Define your use Why waste your staff time? Do not risk future budget. Why risk your reputation? Be sure that you recognize your use versus users needs

Define your use

Why waste your staff time?

Do not risk future budget.

Why risk your reputation?

Be sure that you recognize your use versus users needs

Only two years ago, I would have been shocked at the legitimacy that these social networking tools are giving our institutions. As an indexer and archivist what drew me to the profession was the ability to structure information, to make sure it is correct and quality controlled. Thus patron access to modifying information is counter to my training and natural instinct. Folksonomies and Social Networking tools were not in my professional toolbox.

Only two years ago, I would have been shocked at the legitimacy that these social networking tools are giving our institutions.

As an indexer and archivist what drew me to the profession was the ability to structure information, to make sure it is correct and quality controlled.

Thus patron access to modifying information is counter to my training and natural instinct. Folksonomies and Social Networking tools were not in my professional toolbox.

This does not mean that I am untrainable! This means that I, like many archivists were cautious about the uses of these tools. My marketing research/customer service background did allow me to become open to these tools. So, what can we do with these tools?

This does not mean that I am untrainable! This means that I, like many archivists were cautious about the uses of these tools.

My marketing research/customer service background did allow me to become open to these tools.

So, what can we do with these tools?

Friendster, MySpace and now Facebook have taken over the net. According to Facebook itself, they have 300 million ACTIVE users. Fifty percent log on each day! This outreach tool is now recognized not just for its personal social value but also for its institutional outreach value.

Friendster, MySpace and now Facebook have taken over the net.

According to Facebook itself, they have 300 million ACTIVE users. Fifty percent log on each day!

This outreach tool is now recognized not just for its personal social value but also for its institutional outreach value.

From the Facebook Pr ess Room General Growth More than 300 million active users 50% of our active users log on to Facebook in any given day The fastest growing demographic is those 35 years old and older User Engagement Average user has 130 friends on the site More than 8 billion minutes are spent on Facebook each day (worldwide) More than 45 million status updates each day More than 10 million users become fans of Pages each day

From the Facebook Pr ess Room

General Growth

More than 300 million active users

50% of our active users log on to Facebook in any given day

The fastest growing demographic is those 35 years old and older

User Engagement

Average user has 130 friends on the site

More than 8 billion minutes are spent on Facebook each day (worldwide)

More than 45 million status updates each day

More than 10 million users become fans of Pages each day

From the Facebook Pr ess Room General Growth More than 300 million active users 50% of our active users log on to Facebook in any given day The fastest growing demographic is those 35 years old and older User Engagement Average user has 130 friends on the site More than 8 billion minutes are spent on Facebook each day (worldwide) More than 45 million status updates each day More than 10 million users become fans of Pages each day

From the Facebook Pr ess Room

General Growth

More than 300 million active users

50% of our active users log on to Facebook in any given day

The fastest growing demographic is those 35 years old and older

User Engagement

Average user has 130 friends on the site

More than 8 billion minutes are spent on Facebook each day (worldwide)

More than 45 million status updates each day

More than 10 million users become fans of Pages each day

From the Facebook Pr ess Room Applications More than 2 billion photos uploaded to the site each month More than 14 million videos uploaded each month More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week More than 3 million events created each month More than 45 million active user groups exist on the site International Growth More than 70 translations available on the site About 70% of Facebook users are outside the United States Platform More than one million developers and entrepreneurs from more than 180 countries Every month, more than 70% of Facebook users engage with Platform applications More than 350,000 active applications currently on Facebook Platform

From the Facebook Pr ess Room

Applications

More than 2 billion photos uploaded to the site each month

More than 14 million videos uploaded each month

More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week

More than 3 million events created each month

More than 45 million active user groups exist on the site

International Growth

More than 70 translations available on the site

About 70% of Facebook users are outside the United States

Platform

More than one million developers and entrepreneurs from more than 180 countries

Every month, more than 70% of Facebook users engage with Platform applications

More than 350,000 active applications currently on Facebook Platform

From the Facebook Pr ess Room Applications More than 2 billion photos uploaded to the site each month More than 14 million videos uploaded each month More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week More than 3 million events created each month More than 45 million active user groups exist on the site International Growth More than 70 translations available on the site About 70% of Facebook users are outside the United States Platform More than one million developers and entrepreneurs from more than 180 countries Every month, more than 70% of Facebook users engage with Platform applications More than 350,000 active applications currently on Facebook Platform

From the Facebook Pr ess Room

Applications

More than 2 billion photos uploaded to the site each month

More than 14 million videos uploaded each month

More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week

More than 3 million events created each month

More than 45 million active user groups exist on the site

International Growth

More than 70 translations available on the site

About 70% of Facebook users are outside the United States

Platform

More than one million developers and entrepreneurs from more than 180 countries

Every month, more than 70% of Facebook users engage with Platform applications

More than 350,000 active applications currently on Facebook Platform

Early in 2009, Twitter jumped from 22 nd place to 3 rd in terms of monthly visits. Facebook has taken over the number one spot from MySpace. Facebook has about 1.2 billion monthly visits while MySpace’s equivalent is about 80 million.

Early in 2009, Twitter jumped from 22 nd place to 3 rd in terms of monthly visits. Facebook has taken over the number one spot from MySpace.

Facebook has about 1.2 billion monthly visits while MySpace’s equivalent is about 80 million.

According to istrategylabs and Pew Research, Twitter users are almost half women and around half (depending on the study) are college graduates or post-grads. Interestingly, household income is widely and evenly distributed. Does this sound like a group that you want to reach?

According to istrategylabs and Pew Research, Twitter users are almost half women and around half (depending on the study) are college graduates or post-grads.

Interestingly, household income is widely and evenly distributed.

Does this sound like a group that you want to reach?

Business leaders say that you first have to set goals and then envision yourself succeeding in that goal. Can you see yourself getting 50,000 hits or even 500 more than you are? What would the extra traffic do for you?

Business leaders say that you first have to set goals and then envision yourself succeeding in that goal.

Can you see yourself getting 50,000 hits or even 500 more than you are?

What would the extra traffic do for you?

Typical Answers for the under-funded I already have enough work to do, I do not need more! I would shut off my computer!

Typical Answers for the under-funded

I already have enough work to do, I do not need more!

I would shut off my computer!

Answers with Vision It would allow me to better outreach which could result in: More fundraising More staffing More media coverage Reaching an international audience for help in identifying my content

Answers with Vision

It would allow me to better outreach which could result in:

More fundraising

More staffing

More media coverage

Reaching an international audience for help in identifying my content

According to a business marketing survey 34% of businesses ranked blogs as their number one market tool in 2009. Granted this was conducted on a blog but that Online Marketing Blog has 17,000 members! http://www.toprankblog.com/

According to a business marketing survey 34% of businesses ranked blogs as their number one market tool in 2009. Granted this was conducted on a blog but that Online Marketing Blog has 17,000 members!

http://www.toprankblog.com/

But, Archives are not businesses? Are they?

But, Archives are not businesses?

Are they?

From Lenhart and Fox As of December 2008 , 11% of online American adults said they used a service like Twitter or another service that allowed them to share updates about themselves or to see the updates of others. Nearly one in five (19%) online adults ages 18 and 24 use Twitter. 20% of online adults 25 to 34. Only 10% age 35 and of 35 to 44 year olds and 5% of 45 to 54 year olds using Twitter. A rapid decline of usage among older folks resulted in 4% of 55-64 year olds and 2% of those 65 and older use Twitter.

From Lenhart and Fox

As of December 2008 ,

11% of online American adults said they used a service like Twitter or another service that allowed them to share updates about themselves or to see the updates of others.

Nearly one in five (19%) online adults ages 18 and 24 use Twitter.

20% of online adults 25 to 34.

Only 10% age 35 and of 35 to 44 year olds and 5% of 45 to 54 year olds using Twitter.

A rapid decline of usage among older folks resulted in 4% of 55-64 year olds and 2% of those 65 and older use Twitter.

So should we conclude that this is not a stellar method to reach retirees? Perhaps, but in a year those stats will change. Almost a year later and the stats now are very different with middle-aged men being the most rapidly growing group. The discrepancy among different ethnicities’ use of Twitter has also dramatically changed.

So should we conclude that this is not a stellar method to reach retirees?

Perhaps, but in a year those stats will change.

Almost a year later and the stats now are very different with middle-aged men being the most rapidly growing group.

The discrepancy among different ethnicities’ use of Twitter has also dramatically changed.

In a year, you might find that there is a collection that you need to reach youth for. What about using them to get to grandparents to help you identify collections?

In a year, you might find that there is a collection that you need to reach youth for.

What about using them to get to grandparents to help you identify collections?

You certainly have your choice of these outreach tools and as we have seen today, they are fairly approachable (with good planning). Have you thought about using YouTube to outreach? Some of our most successful AMIA members are well-represented on You Tube. This is an easy way to tease the world with your great content.

You certainly have your choice of these outreach tools and as we have seen today, they are fairly approachable (with good planning).

Have you thought about using YouTube to outreach? Some of our most successful AMIA members are well-represented on You Tube.

This is an easy way to tease the world with your great content.

Conferences User Groups Universities Classes Tutorials Professional Literature Local Technology/Library Science/Archival Students

Conferences

User Groups

Universities

Classes

Tutorials

Professional Literature

Local Technology/Library Science/Archival Students

Talk to an Expert Whether a colleague, a student, or via listserv, user group, email, phone or in person Be sure that you understand the pitfalls and advantages of a technology Examples for FREE Remember that you will ALWAYS need IT support More than you expect Nothing runs like you would like A reality of technology

Talk to an Expert

Whether a colleague, a student, or via listserv, user group, email, phone or in person

Be sure that you understand the pitfalls and advantages of a technology

Examples for FREE

Remember that you will ALWAYS need IT support

More than you expect

Nothing runs like you would like

A reality of technology

Develop a real budget – Not just software costs Set-up Fees Research Incompatibilities Training Inexplicable Downtime Unimaginable Roadblocks New Ideas New Content

Develop a real budget – Not just software costs

Set-up Fees

Research

Incompatibilities

Training

Inexplicable Downtime

Unimaginable Roadblocks

New Ideas

New Content

A Cost Accountant’s View of Budgeting for New Technologies Hard Costs Software Upgrade $225 Soft Costs Staff time to upload the upgrade to all computers $25 x 15 hours = $375 Problem-Solving Realities of Resolving Problems that are Incurred with the Upgrade $25 x 1.5 hours = $37.50 Actual Costs $225 + $375 = $637.50

A Cost Accountant’s View of Budgeting for New Technologies

Hard Costs

Software Upgrade $225

Soft Costs

Staff time to upload the upgrade to all computers

$25 x 15 hours = $375

Problem-Solving

Realities of Resolving Problems that are Incurred with the Upgrade $25 x 1.5 hours = $37.50

Actual Costs

$225 + $375 = $637.50

Needs Assessment 5 hrs $25 x 5 = $125 Developing Content for Twitter/ Competitive Research 10 hrs $25 x 10 = $250 * You should start with a backlog of content Developing Institutional Process 5 hrs $25 x 5 = $125 * Minimum! Setting up Account .5 hrs $25 x .5 = $12.50 Monitoring Account 2.5 hrs $25 x 2.5 = $62.50 * Per Week Minimum! Uploading Content 2 hrs $25 x 2 = $50 * Per Week Minimum! On-going Develop of Content 2 hrs $25 x 2 = $50 * Per Week Minimum! Totals $512.5 Start-up Staff Time $162.5 On-going Weekly Costs

Establish deliverables Number one problem is being realistic Managing expectations is difficult when doing something new Manage Management as well as the project Ex. First round template will be done by November 15 th . Feedback from committee/stakeholders/users by December 1 st .

Establish deliverables

Number one problem is being realistic

Managing expectations is difficult when doing something new

Manage Management as well as the project

Ex. First round template will be done by November 15 th .

Feedback from committee/stakeholders/users by December 1 st .

Why isn’t this done?

Why isn’t this done?

Why isn’t this done? Most of us are so short-staffed that we rush to “get something up” or do not venture into these technologies at all. Many of us need to slow down and use our research skills on these projects in order to get them right. These principles can be fruitful in order to outreach to more users BUT only if planned out and done right.

Why isn’t this done?

Most of us are so short-staffed that we rush to “get something up” or do not venture into these technologies at all.

Many of us need to slow down and use our research skills on these projects in order to get them right.

These principles can be fruitful in order to outreach to more users BUT only if planned out and done right.

If we do get this right? Users will LOVE us Media will praise us Fundraising will be easier and eventually we will be able to build our own Second Life exhibit. This can be the crème de la crème of outreach technologies and digital exhibition. Here are some examples, courtesy of Ball State University and the University of Detroit – Mercy.

If we do get this right?

Users will LOVE us

Media will praise us

Fundraising will be easier and eventually we will be able to build our own Second Life exhibit. This can be the crème de la crème of outreach technologies and digital exhibition.

Here are some examples, courtesy of Ball State University and the University of Detroit – Mercy.

Assess your institution, your skills and your knowledge base. Marry that with your users’ needs. Where do you want to be?

Assess your institution, your skills and your knowledge base.

Marry that with your users’ needs.

Where do you want to be?

You are the driver for your own success Many institutions have not let limited resources whether staffing, training, IT or basic funding stop them from experimenting!

You are the driver for your own success

Many institutions have not let limited resources whether staffing, training, IT or basic funding stop them from experimenting!

Play with these sites personally first. Have vision and guts to experiment. The old “ It is better to apologize later, than ask for permission first.’ principle applies. If you do not “jump” into these new paradigms you will not give yourself a chance to learn. Session after session we are seeing archivists with the guts to jump into some really successful and innovative projects.

Play with these sites personally first.

Have vision and guts to experiment.

The old “ It is better to apologize later, than ask for permission first.’ principle applies.

If you do not “jump” into these new paradigms you will not give yourself a chance to learn.

Session after session we are seeing archivists with the guts to jump into some really successful and innovative projects.

They did not succeed by accident! It was a LOT of planning to create an implementation that mirrors the user needs, meets the budget constraints and forces on-going professional development of the staff.

They did not succeed by accident!

It was a LOT of planning to create an implementation that mirrors the user needs, meets the budget constraints and forces on-going professional development of the staff.

Second Life Second Life Ball State Classes http://google.bsu.edu/search?sort=date%3AD%3AL%3Ad1&output=xml_no_dtd&ie=UTF-8&oe=UTF-8&client=default_frontend&site=default_collection&proxystylesheet=default_frontend&q=second+life&GoButton.x=1&GoButton.y=17 SLURL: http://slurl.com/secondlife/Ball State University/28/218/22/ Stanford Archives http://slurl.com/secondlife/FAS%20West/74/19/24/?title=History%20of%20Race%20Exhibit&msg=Race%20Exhibit%20Entrance

Second Life

Second Life Ball State Classes

http://google.bsu.edu/search?sort=date%3AD%3AL%3Ad1&output=xml_no_dtd&ie=UTF-8&oe=UTF-8&client=default_frontend&site=default_collection&proxystylesheet=default_frontend&q=second+life&GoButton.x=1&GoButton.y=17

SLURL: http://slurl.com/secondlife/Ball State University/28/218/22/

Stanford Archives

http://slurl.com/secondlife/FAS%20West/74/19/24/?title=History%20of%20Race%20Exhibit&msg=Race%20Exhibit%20Entrance

Second Life University of Detroit Mercy Black Abolitionist Archive http://slurl.com/secondlife/Sunpixels/66/30/25/?img=http%3A//slurl.com/_img/default.gif&title=Black%20Abolitionist%20Digital%20Archive&msg=Welcome%20to%20the%20University%20of%20Detroit%20Mercy%27s%20Black%20Abolitionist%20Digitial%20Archive

Second Life

University of Detroit Mercy Black Abolitionist Archive

http://slurl.com/secondlife/Sunpixels/66/30/25/?img=http%3A//slurl.com/_img/default.gif&title=Black%20Abolitionist%20Digital%20Archive&msg=Welcome%20to%20the%20University%20of%20Detroit%20Mercy%27s%20Black%20Abolitionist%20Digitial%20Archive

Duke University Ad Archives on ITunes http://library.duke.edu/blogs/digital-collections/2009/10/21/adviews-3000-new/ Social Networking Stats http://sampadswain.com/2009/02/statistics-facebook-bypasses-myspace-and-twitter-stronger-than-ever/

Duke University Ad Archives on ITunes

http://library.duke.edu/blogs/digital-collections/2009/10/21/adviews-3000-new/

Social Networking Stats

http://sampadswain.com/2009/02/statistics-facebook-bypasses-myspace-and-twitter-stronger-than-ever/

Please keep in touch and let us know what “risks” you are jumping into this year! Kim Schroeder, Archive Media Partners: [email_address] Alexis Braun Marks, CHWMAAH: [email_address] Lisa M. Rabey, Wayne State University, [email_address]

Please keep in touch and let us know what “risks” you are jumping into this year!

Kim Schroeder, Archive Media Partners: [email_address]

Alexis Braun Marks, CHWMAAH: [email_address]

Lisa M. Rabey, Wayne State University, [email_address]