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A Small Scottish Library Service Joins the Global Community

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    Once we had decided SNS would be our first venture into web 2.0 we had to decide which platform to use. To do this we developed a matrix which ranked sites on a number of criteria.With 11.7M users in the UK, dedicated library profiles, clear privacy setting and less advertising Facebook proved a clear winner for us.Using a free web resource such as Facebook did throw up a few ethical issues which needed to be addressed before we were happy to continue.

    Facebook make their money through 3rd party advertising and although these did not appear directly on the pages we wanted to ensure our trust and impartiality would never be in doubt so I worked with the legal team at ER to create a clear statement which reinforced that any ads encountered when on the platform were not endorsed in any way by our service. This wording has since been used by a number of other authorities in the UK.Privacy was another issue we wanted to have a clear message on and we added links on every page to the UK governments safe surfing guidelines and also Facebooks own privacy help and settings sections.

    Facebook also allows us unique opportunities to target non-library users in our area. A recent event with bestselling author Jodi Picoult led us to try out Facebook Social Ad capabilities.We did a search for users in our area who had specified Jodi Picoult as one of their favourite authors or one of titles as their favourite book. This narrowed our 11.7M UK users down to just 400 people, we then placed the ad you see on screen on their homepages for the 2 weeks prior to the event. This lead to 320 impressions on users pages which had the full event details and then another 6 click throughs for more details.The final event attendance was 270 people and the total cost of this targeted ad campaign?????? $2.53 cents USD

    Some of the positive outcomes we have achieved so far is a general increased awareness. Since we launched in January I have helped another 16 local authorities in the UK with advice and information about setting up their own Facebook pages.We have gained fans from all over the UK, Australia, USA, Saudi Arabia and even here in Canada.We have also gained national and local press and numerous links from blogs etc.

    Our journey into web2.0 is on going and we currently have some more projects in the pipelines.Conversion of our static local history website into a collaborative community project using more free web resources such as wetpaint or PBWiki. Our local historian deals with many enquiries from local people and people across the world who are conducting research into their family history and at the moment it is a one way process with her giving out information to queries. In the future we hope to be able to ask those making enquiries to submit their findings and research on their own pages within this project and this will allow us to create an organically growing social record of our community. Local history groups will also be given thjeir own sections to record their findings.Our bookgroup blog on free blog generators such as blogger or wordpress will allow members of our community who are either housebound or time poor to join our bookgroups and submit their opinions online, these will then be included in the discussion when the physical bookgroup meets in library and the findings will be archived on the website to create a bank of reviews and opinions.We also aim to further develop our ERTV and include RSS feeds for new titles, news, promotions and events which can also be downloaded onto ipods.

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    A Small Scottish Library Service Joins the Global Community - Presentation Transcript

    1. To discuss... Demonstrate the value of adopting Web 2.0 and Library 2.0 in a public library context. Highlight challenges encountered and offer solutions for the future. The ongoing journey of East Renfrewshire Library & Information Service (ERLIS) as it becomes more Web 2.0 compatible.
    2. Traditional role of the Public Library Based on Public Library Manifesto (International Federation of Library Associations and Institutions, 2005).
    3. Challenges in the 21st Century Pressure to adapt and evolve Online threat Pressure to justify value 24/7 information rich society Wide range of recreational activities Limited budgets Lack of technical resources and expertise Negative perceptions / ‘doomsday’ predictions
    4. The end is nigh...? “The library’s information provider crown is slipping. Justifiably or not, today libraries are increasingly viewed as outdated, with modern, Internet-based services, such as Amazon and Google, looking set to inherit the throne” (Chad & Miller, 2005, p.4).
    5. The end is nigh...? Myriad opportunities to gain access to information and interact with others on a global scale... But only for those who understand how to navigate through this weird and wonderful virtual world!
    6. Public libraries - still essential destinations? “...more essential now than ever before” (Public Agenda, 2006, p.11) • Invaluable role to play within physical and virtual communities • Presenting a solution and guiding light for those unable to join the journey – age, social status, information overload, fear • Responsibility to understand related concepts: – Web 2.0 and Library 2.0
    7. Transition from Web 1.0 to Web 2.0 Encyclopaedia Britannica 1999 Wikipedia 2008 • Static Read Only • Dynamic interactive • Passive experience content • Traditional text / images • Participatory experience • Few content providers • Multimedia platforms • Central source for • Unlimited contributors updating • Editable content from • HTML based any computer • XML / RSS based
    8. Transition from Library 1.0 to Library 2.0 OPAC 1.0 OPAC 2.0 • Bibliographic details • Bibliographic details • Number of Copies • Number of Copies • Locations • Search Inside • Reader Reviews • Recommendations • Tags
    9. Where do libraries fit in? Web 2.0 offers public libraries an opportunity to remain relevant to the lives of 21st century users, enabling them to occupy a space within their virtual world. (Curran et al, 2007, p. 296). “The internet represents a modern day ‘public sphere’, much like the public library; a place where citizens can come together to challenge political views and promote democracy” (Habermas, 1989; Mided, 2000).
    10. East Renfrewshire Library & Information Service (ERLIS) • ERLIS caters for 89,311 residents • 10 community libraries 45,703 library members 1,551 active borrowers per month
    11. Why did we need change? Online Computer Library Centre had reported that although 96% of internet users had visited a public library only 27% (9% in the UK) had accessed the public library’s website (Miller, 2006, p. 4) We had failed to create a desirable online destination for our users.
    12. Benchmarking and Inspiration • Blogs prompting user comments • OPAC with tags, user reviews and suggested other reading • RSS feeds for latest news • Social spaces for interaction with other users and librarians
    13. Which elements to adopt? • Maness (2006) suggests adopting the following Web 2.0 tools to ensure a fully integrated Library 2.0 service: Synchronous Streaming Social networks Blogs & Wikis messaging media (SNS) Tagging RSS feeds Mashups
    14. Our Vision
    15. First Steps Neilsen Report (2007) revealed: • UK had become second largest social networking market in the world with 18.9 million members • 40% of UK adults with an internet connection subscribed to at least one social network account • For the first time ‘Hits’ for SNS sites (Facebook, Myspace and Bebo) exceeded hits for e-mail websites (Hotmail, Googlemail) SNS was going from strength to strength!
    16. Consultation Period ERLIS Bespoke Evaluation Matrix (2008) Evaluation Setup & Privacy Free from Library Overall Total Overall Matrix Usability Settings Advertising Suitability Popularity Score Ranking Facebook 3 4 4 5 5 21 1 MySpace 3 3 1 2 4 13 3 Bebo 4 4 2 3 3 16 2 Scoring Key: 1= least suitable; 5 = most suitable.
    17. Legal and ethical issues “...public libraries are trusted, impartial public spaces...” (McMenemy, 2008) Issue •3rd Party ads on Facebook are not endorsed by Library Service. Solution •ERC legal team produced guidelines uploaded onto every page. Issue •Library must educate users on SNS privacy and safe internet usage. Solution •Every page has clear links to UK governments policy on safe surfing and Facebook’s privacy settings and privacy help section.
    18. Legal and ethical issues As information professionals it is critical librarians take a lead role in educating the community about emerging information technology. Create an informed workforce and subsequently users • While some library services ban users from SNS, ERLIS have taken on the role of educator as opposed to censor.
    19. Creating the pages Basic page layout can be online in 10 minutes. Fill out templates and upload photos. Step by step guide in paper.
    20. Ongoing Development of pages Observe how users interact with the pages and evaluate, review and implement changes.
    21. ERLIS Facebooks pages Busby Library Facebook Page ERLIS central hub page
    22. Offline Marketing
    23. Targeting social networkers Targeted Advertising using Social Ad facility • Jodi Picoult event • Social Ad identified 400 people in local area with entries relating to Jodi Picoult. • In the two weeks prior to event, ad appeared on 320 Facebook users profiles, with 6 of them clicking through for more details. • Final event attendance was 270 people. Total Cost of campaign = USD $2.53
    24. Positive Outcomes Increased awareness of ERLIS, and libraries in general, across a variety of audiences. • First Library Service in the UK to have all our local library information available on Facebook • Helped up-skill library assistants in emerging technology • Global fans • Major PR benefits - picked up by national broadsheets and local press. Links to the resources on various UK based librarian blogs.
    25. Testimonials “… they [ERLIS] are opening up the discussion, encouraging community spirit and making the organisation that bit more approachable” Andrew Thomson, Internet Consultant (quoted in MacLeod, 2008).
    26. Phase 2 Awarded £8,400 from the Scottish Library and Information Council’s Innovation and Development Fund. Staff training Workshops to further educate staff of the benefits of Web 2.0 and creation of guidelines for sharing best practice and knowledge across other services. ‘Web 2.0 Champions’ Work with school children, local groups and local radio station to produce content and get users engaged with the services. Equipment Buy hardware such as mixing desk and mics to allow for development of podcasting and content generation.
    27. Coming Soon Local History Wiki Using PBWiki / Wet Paint Bookgroup Blogs Using Blogger / Wordpress East Renfrewshire TV (ERTV) Using Plasma screen network and PC desktops.
    28. Conclusion Public libraries will continue in physical locations but in the modern ITC landscape there is a need to build interactive and participative virtual locations to: connect, collaborate and contribute to the collective intelligence of the local community. We hope our experiences have shown that despite budget constraints and very little other resources it is possible for every library service to join the global community and reap the rewards of punching above their weight.
    29. THANK YOU Christine Rooney-Browne christine.rooney-browne@cis.strath.ac.uk www.libraryofdigress.wordpress.com Anthony Browne anthony.browne@eastrenfrewshire.gov.uk

    + Christine Rooney-BrowneChristine Rooney-Browne, 2 years ago

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