Growing Your Next Generation of Patrons: Staying Relevant in the Network Society

A library is a place, a palace where the lofty spirits of all nations and generations meet.” - Samuel Niger

Generations: who are they? WWII 1922-1941 Baby Boomers 1942-1965 Generation X 1965-1982 Millennials 1982-2000 L & B

WWII 1922-1941

Baby Boomers 1942-1965

Generation X 1965-1982

Millennials 1982-2000

The Next Generation of Library Patrons: Meet “The Millennials” 1982-2000 (7-25 yrs old) a.k.a Gen Y, Echo Boomers, Nexters, Nintendo Generation, etc Biggest numbers: Baby Boomers = 74 Million Millennials = 78 Million

Meet “The Millennials”

1982-2000 (7-25 yrs old)

a.k.a Gen Y, Echo Boomers, Nexters, Nintendo Generation, etc

Biggest numbers:

Baby Boomers = 74 Million

Millennials = 78 Million

Defining Moments: Columbine High School Massacre September 11, 2001 (sometimes called Generation 9/11) War in Iraq Major Disasters: Hurricane Katrina, Indian Ocean Tsunami

Columbine High School Massacre

September 11, 2001 (sometimes called Generation 9/11)

War in Iraq

Major Disasters: Hurricane Katrina, Indian Ocean Tsunami

Defining Technologies Internet Napster Cell Phones Social Networking Sites iPods Instant Messaging

Internet

Napster

Cell Phones

Social Networking Sites

iPods

Instant Messaging

Millennial Characteristics Graphical/ Visual Patriotic Cause Oriented Fun seeking Achievement Oriented Family Oriented Confident Multi-taskers Entrepreneurial Gamers Nomadic Independent High Expectations Civic Minded Adaptive / Flexible Collaborative No format loyalty Short Attention Span Internet Natives Shifting Ethics Respect Intelligence More Diverse More Friends Optimistic/ Positive

What do they want from me? What Millennials want from Libraries Wireless internet access Remote/electronic access to all library materials A more comfortable environment -- couches, coffee, and food all ranked highly "More staff who are helpful and who show you where stuff is" -- a direct quote Better marketing -- tell the public about what you've got going on! More choices in materials Source: PopGoesTheLibrary.com, Millennials and Libraries

Wireless internet access

Remote/electronic access to all library materials

A more comfortable environment -- couches, coffee, and food all ranked highly

"More staff who are helpful and who show you where stuff is" -- a direct quote

Better marketing -- tell the public about what you've got going on!

More choices in materials

Source: PopGoesTheLibrary.com, Millennials and Libraries

Social Context for Library Information Technology creates a new forum for teaching library skills. Millennials are used to connecting socially through technology. Libraries + Millennial Technology = New Level of Library Service. How? Virtual Reference Reader’s Advisory Online Programming L

Social Context for

Library Information

Technology creates a new forum for teaching library skills.

Millennials are used to connecting socially through technology.

Libraries + Millennial Technology =

New Level of Library Service.

How?

Virtual Reference

Reader’s Advisory

Online Programming

2. Marketing of Library Services Technology changes the way we market library services to Millennials. B

2. Marketing of Library Services

3. Creating a more personable Library Environment B By using technology to reach out to teens, patrons will feel less intimidated by the “institutionalized” library. Ideas: Post pictures of the library and librarians Have a sense of humor Communicate with patrons in their own time, on their own terms

By using technology to reach out to teens, patrons will feel less intimidated by the “institutionalized” library.

Ideas:

Post pictures of the library and librarians

Have a sense of humor

Communicate with patrons in their own time, on their own terms

Parade of Technologies

How Many of You… Have used a social network site (such as Myspace)? Have used Streaming Video (sites such as YouTube)? Have used Photo Sharing sites (like Flickr)? Have used online surveys in programming? Have used text messaging in programming? Have Podcasted? L & B

Have used a social network site (such as Myspace)?

Have used Streaming Video (sites such as YouTube)?

Have used Photo Sharing sites (like Flickr)?

Have used online surveys in programming?

Have used text messaging in programming?

Have Podcasted?

Social Networking

Social Network 6 th Most Popular website (in any language), 3 rd most popular in US 85% of teens who have created an online profile say the profile they use or update the most is on Myspace. Over 85% of high school and college students use either Myspace or Facebook Sources: Wikipedia: (http://en.wikipedia.org/wiki/Myspace) Stephen Abram’s Lighthouse : (http://www.sirsidynix.com/Resources/Pdfs/Company/Abram/MMIS_Pipeline_JulyAug2006.pdf) Pew/Internet and American Life Project ( ( http://www.pewinternet.org/PPF/r/198/report_display.asp L

Social Network

6 th Most Popular website (in any language), 3 rd most popular in US

85% of teens who have created an online profile say the profile they use or update the most is on Myspace.

Over 85% of high school and college students use either Myspace or Facebook

Sources: Wikipedia: (http://en.wikipedia.org/wiki/Myspace)

Stephen Abram’s Lighthouse : (http://www.sirsidynix.com/Resources/Pdfs/Company/Abram/MMIS_Pipeline_JulyAug2006.pdf)

Pew/Internet and American Life Project ( ( http://www.pewinternet.org/PPF/r/198/report_display.asp

Over 154 Million users on Myspace. Who are they? “… the average 12-17 year-old user spent 260 minutes on the site during the month viewing about 808 pages. Those in the 35-54 year-old spent 179 minutes visiting the site and viewed 560 pages.” -Advertising Age Magazine B

“… the average 12-17 year-old user spent 260 minutes on the site during the month viewing about 808 pages. Those in the 35-54 year-old spent 179 minutes visiting the site and viewed 560 pages.”

-Advertising Age Magazine

Social Networking site (available only in English) #1 site on the internet for photos (6 million photos uploaded daily) 17 million members world wide More difficult for organizations (such as libraries) get a profile

Social Networking site (available only in English)

#1 site on the internet for photos (6 million photos uploaded daily)

17 million members world wide

More difficult for organizations (such as libraries) get a profile

Ranked as #1 favorite website by Millennials (ages 17-25).

Why are Social Networking sites so attractive to Millennials? It’s Cool! Keep track of friends Something to personalize and maintain Great form of digital communication B

It’s Cool!

Keep track of friends

Something to personalize and maintain

Great form of digital communication

Using Social Networking Sites in the Library Allows teens to get to know you Reaches teens on their own terms and time Advertise upcoming events Post pictures of past events Blog book discussions Post book reviews Answer basic reference questions Notify friends when new books arrive Featured library item of the week/month

Allows teens to get to know you

Reaches teens on their own terms and time

Advertise upcoming events

Post pictures of past events

Blog book discussions

Post book reviews

Answer basic reference questions

Notify friends when new books arrive

Featured library item of the week/month

Streaming Video

Popular free video sharing website which lets users upload, view, and share video clips. Named “2006 Invention of the Year” by Time Magazine Thought of as one of the most user friendly sites on the internet Users can post comments about videos and subscribe to specific user accounts.

Popular free video sharing website which lets users upload, view, and share video clips.

Named “2006 Invention of the Year” by Time Magazine

Thought of as one of the most user friendly sites on the internet

Users can post comments about videos and subscribe to specific user accounts.

No Cookies in the Library! Ellie’s promo video A Few of our favorite YouTube videos

No Cookies in the Library!

Ellie’s promo video

Delivers content in original format (meaning most of the time higher quality than YouTube) Videos delivered via peercasting technology (think peer to peer) – software download required Michel Eisner (ex-Disney Chairman) is currently on board of directors

Delivers content in original format (meaning most of the time higher quality than YouTube)

Videos delivered via peercasting technology (think peer to peer) – software download required

Michel Eisner (ex-Disney Chairman) is currently on board of directors

Video sharing website like YouTube Unlike YouTube, focuses on directed content (asks for specific videos) Slogan: “Broadband content you actually might want to watch” Actively trying to combine online broadcasting with on the air broadcasting

Video sharing website like YouTube

Unlike YouTube, focuses on directed content (asks for specific videos)

Slogan: “Broadband content you actually might want to watch”

Actively trying to combine online broadcasting with on the air broadcasting

Animated videos Videos created using 3D rendering technology and software like iClone Many videos based on popular video games: Quake Machinima, Halo Machinima VERY popular with teenage boys

Animated videos

Videos created using 3D rendering technology and software like iClone

Many videos based on popular video games: Quake Machinima, Halo Machinima

VERY popular with teenage boys

Example of Machinima:

Programming with video sites Event promotion PSA Spice up library events Host a digital film festival Post book reviews Create volunteer training video

Event promotion

PSA

Spice up library events

Host a digital film festival

Post book reviews

Create volunteer training video

Photo Sharing

An image hosting, video hosting, slideshow creation and photo sharing website Used mostly for photo albums and slideshows. Also used for storing avatars and videos Slideshows used in social networking sites, ebay, livejournals, and blogging

An image hosting, video hosting, slideshow creation and photo sharing website

Used mostly for photo albums and slideshows.

Also used for storing avatars and videos

Slideshows used in social networking sites, ebay, livejournals, and blogging

Photo sharing site AND online community platform One of the first Web 2.0 applications Innovative use of tagging Used a lot by bloggers (b/c of ease of use)

Photo sharing site AND online community platform

One of the first Web 2.0 applications

Innovative use of tagging

Used a lot by bloggers (b/c of ease of use)

Computer application used for sorting and organizing digital photos Offers basic photo editing tools (red eye, cropping, etc) Neven Vision technology coming soon (acquired in August 2006) – Facial Recognition

Computer application used for sorting and organizing digital photos

Offers basic photo editing tools (red eye, cropping, etc)

Neven Vision technology coming soon (acquired in August 2006) – Facial Recognition

Programming with Photo sites Library tour Create slideshows of library events (get permission to use photos if faces will be shown) Resize photos and create static URLs for use on websites

Library tour

Create slideshows of library events (get permission to use photos if faces will be shown)

Resize photos and create

static URLs for use

on websites

Online Surveys

Purpose: to help ANYONE create professional looking online surveys. Users design surveys, collect responses, and analyze responses. Response data can be analyzed in Excel Free (10 questions and 100 responses) and Paid (unlimited questions, 1000 responses, unbranded survey) memberships ($19.95 a month)

Purpose: to help ANYONE create professional looking online surveys.

Users design surveys, collect responses, and analyze responses.

Response data can be analyzed in Excel

Free (10 questions and 100 responses) and Paid (unlimited questions, 1000 responses, unbranded survey) memberships ($19.95 a month)

Programming with Survey Monkey Book awards User satisfaction survey Vote on upcoming events Vote on books to add to the collection Vote on logos for library

Book awards

User satisfaction survey

Vote on upcoming events

Vote on books to add to the collection

Vote on logos for library

Text Messaging

GoText is a freeware short message service application Features: Address book, data import, recent numbers, etc. Coverage: North America. Strong in metropolitan areas, sketchy in rural areas. (This is the biggest online complaint about GoText)

GoText is a freeware short message service application

Features: Address book, data import, recent numbers, etc.

Coverage: North America. Strong in metropolitan areas, sketchy in rural areas. (This is the biggest online complaint about GoText)

Mozes Send and receive mobile messages to and from your favorite bands, social groups and friends. Organizations can set up an account to send messages out to members of their “mob” Creates a widget for webpages or myspace pages

Send and receive mobile messages to and from your favorite bands, social groups and friends.

Organizations can set up an account to send messages out to members of their “mob”

Creates a widget for webpages

or myspace pages

Programming with Text Messages Notify patrons about upcoming events Notify patrons about cancelled events Notify patrons when new materials arrive

Notify patrons about upcoming events

Notify patrons about cancelled events

Notify patrons when new materials arrive

Podcasting

Podcasting “ A Podcast is: 1. An audio file you create in .mp3 format... 2. Which contains your own radio show or any audio you wish others to have... 3. That you upload along with an RSS (Really Simple Syndication) file to a server (your website for instance)... 4. That your intended listeners download using one of several programs that have been created to retrieve your audio file automatically... 5. So they can listen to it at their convenience on their own iPod or .mp3 player.” Source: http://radio.about.com/od/podcastin1/a/aa030805a.htm

“ A Podcast is:

1. An audio file you create in .mp3 format... 2. Which contains your own radio show or any audio you wish others to have... 3. That you upload along with an RSS (Really Simple Syndication) file to a server (your website for instance)... 4. That your intended listeners download using one of several programs that have been created to retrieve your audio file automatically... 5. So they can listen to it at their convenience on their own iPod or .mp3 player.”

Programming with Podcasting Book discussions Book reviews (by librarians or teens) PSA Storytimes Special events (like concerts)

Book discussions

Book reviews (by librarians or teens)

PSA

Storytimes

Special events

(like concerts)

Pending Legislation

DOPA Deleting Online Predators Act (H.R. 5319) Uses E rate funding to “protect minors from online predators in the absence of parental supervision when using "Commercial Social Networking Websites" and "Chat Rooms". Many Internet websites -- ranging from Yahoo to Amazon.com -- allow user accounts, public profiles, and user forums, which fits the bill's definition of "social networking". Illinois Social Networking Prohibition Act http://www.ala.org/ala/oif/ifissues/onlinesocialnetworks.htm

Deleting Online Predators Act (H.R. 5319)

Uses E rate funding to “protect minors from online predators in the absence of parental supervision when using "Commercial Social Networking Websites" and "Chat Rooms".

Many Internet websites -- ranging from Yahoo to Amazon.com -- allow user accounts, public profiles, and user forums, which fits the bill's definition of "social networking".

Illinois Social Networking Prohibition Act

http://www.ala.org/ala/oif/ifissues/onlinesocialnetworks.htm

Connecting Millennials and Libraries

Bringing Millennials Back to the Library Millennials are not using libraries Stealth patrons Getting information from the internet Does this mean that Millennials aren’t reading or that they don’t need our services? NO!

Millennials are not using libraries

Stealth patrons

Getting information from the internet

Does this mean that Millennials aren’t reading or that they don’t need our services?

NO!

The Bookstore Model Relaxed environment Drinks and snacks are permitted Many cozy gathering spots WiFi Cell phone use Helpful friendly staff

Relaxed environment

Drinks and snacks are permitted

Many cozy gathering spots

WiFi

Cell phone use

Helpful friendly staff

What can we do? Relax the rules Train library staff Hire student workers Accept student volunteers Create a designated teen area Permit food (at least in designated areas) Use and offer current technology Create fun interesting programs Involve local schools

Relax the rules

Train library staff

Hire student workers

Accept student volunteers

Create a designated teen area

Permit food (at least in designated areas)

Use and offer current technology

Create fun interesting programs

Involve local schools

Where to begin… Keep track of pop culture Listen to your teens Ask for feedback Allow teens to assist in program planning Seek out the hot new trend Keep marketing materials eye catching and graphic rich See what is working elsewhere

Keep track of pop culture

Listen to your teens

Ask for feedback

Allow teens to assist in program planning

Seek out the hot new trend

Keep marketing materials eye catching and graphic rich

See what is working elsewhere