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Life After 2.0 by Michelle Springer
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  • 1. Life After 2.0 ? Library of Congress Pilots Michelle Springer Office of Strategic Initiatives, Library of Congress Office of Strategic Initiatives | July 11, 2009
  • 2. Library of Congress Web 2.0 Pilots Key LOC Web 2.0 Strategies:  Offer Web 2.0 tools on loc.gov (where the content is)  Provide content via additional channels (where the users and more Web 2.0 tools are)  Communicate at the point of need--where people are interacting and looking for information on the Web-- about LOC news, events, lectures, collections, and the Library generally 2
  • 3. Library of Congress Web 2.0 Pilots Pilot distribution of LOC content to sites that use Web 2.0 technologies  Set Clear Objectives  Identify Distribution Channels  Make Agreements/Legal Stuff  Develop and Refine Processes to Create and Load Initial Content  Launch Sites  Assess Quantitative and Qualitative Outcomes 3
  • 4. Library of Congress Web 2.0 Pilots A clear understanding of objectives will guide pilot management and resource allocation LOC Objectives:  Increase awareness of Library collections  Increase engagement opportunities  Develop new communication channels  Develop relationships  Reach new audiences  Experiment and explore new technologies 4
  • 5. Library of Congress Web 2.0 Pilots Assessment of Outcomes:  Quantitative Measurements/Metrics • Views and Visits • Downloads • Referrer Traffic to loc.gov • Subscriptions & Contacts/Friends/Fans/Followers • Activity Measures--Rate of Comments/Tags  Qualitative Measurements/Engagement • Positive Word of Mouth • Relationships with New Communities • Secondary Referral Traffic (ex: ReTweets, Blog Posts) • Being Part of the Conversation • Building Connections (Press, Returning Commentors) 5
  • 6. Library of Congress Web 2.0 Pilots LC Hosted:  RSS Feeds (2006)  Library of Congress Blog (2007) External sites through which the Library is communicating and/or distributing content in pilot projects:  Flickr (2008)  Twitter (2009)  YouTube (2009)  iTunes U (2009)  Facebook (2009) 6
  • 7. Flickr Pilot http://www.loc.gov/rr/print/flickr_report_final.pdf 7
  • 8. Flickr Pilot Three Objectives Increase awareness by sharing photographs from the Library’s collections with people who enjoy images but might not visit the Library’s own Web site Gain a better understanding of how social tagging and community input could benefit both the Library and users of the collections Gain experience participating in the emergent Web communities that would be interested in the kinds of materials in the Library’s collections. 8
  • 9. Flickr Pilot www.flickr.com/photos/library_of_congress Launched Jan.16, 2008 with 3100 photos; over 6,400 images today 18.4 million views total; 800,000+ views a month High User Engagement: 23,000+ contacts 16,000+ user comments 19,149+ unique tags 84,600+ total tags 78,670+ made favorites 769 in Flickr groups 9
  • 10. Flickr Pilot Unexpected Outcomes: Flickr Commons Initiative www.flickr.com/commons 26 Libraries, archives, and museums are adding collections with no known copyright restrictions to the Flickr Commons International Participation: U.S., Australia, Canada France, Great Britain, New Zealand, Portugal, Scotland, Sweden, and The Netherlands 10
  • 11. Flickr Pilot Unexpected Outcomes: Huge outpouring of appreciation for old photos Major search engines are giving added weight to the photos loaded onto Flickr 11
  • 12. Flickr Pilot “Power commenters” provide corrected place names, precise dates, event names, and fuller names for individuals History detectives contribute historical info & links to NYT archive, Wikipedia, and http://www.flickr.com/photos/library_of_congress/368183 highly specialized Web sites 12
  • 13. Negro boy near Cincinnati, Ohio. Photo by Flickr John Vachon, 1942-3 Pilot Discussions of Historical Context General discussions of history, changing times, and perceptions documented in the language of accompanying captions http://www.flickr.com/photos/library_of_congress/2179172498/ 13
  • 14. Flickr Then and Now Comparisons Pilot http://www.flickr.com/photos/library_of_congress/2179042198/ 14
  • 15. Flickr Then and Now Comparisons Pilot 15
  • 16. 16
  • 17. 17
  • 18. Twitter Pilot www.twitter.com/librarycongress Launched Jan. 27, 2009 11,950+ followers and growing – Press, library community, general public Short posts designed to build interest in LOC events, news, jobs, announcements, lectures, collections, and exhibits Links to LOC web pages Redistribution of LOC RSS feeds 18
  • 19. Twitter Pilot Engagement of the Twitter community, “re-tweeting” LOC messages and reaching beyond LOC followers 19
  • 20. YouTube Pilot youtube.com/loc Pilot launched April 6, 2009 with 75 videos 148 videos as of July 6, 2009 – 483,933 Video views – 73,277 Channel views – 3960+ Subscribers Branded LOC “Home” page Mix of historical films and videos of recent events at LOC New uploads each month 20
  • 21. YouTube Pilot 21
  • 22. YouTube Pilot No Advertisements No Promoted Videos LOC Branding: • Bumpers on videos • Branding on individual video pages 22
  • 23. iTunes U Pilot LOC on iTunes U Launched June 30, 2009 40,133 Track Downloads in First Week 1, 679 Subscribers Branded LOC “Home” page Mix of podcasts, historical films, videos of recent events, cataloging courses 23
  • 24. Library of Congress Web 2.0 Pilots Challenges:  Moderation and associated resources  Disrespect for collections and smart aleck chat  False perception that formal cataloging is not valuable or needed  Loss of meaning (authoritative, contextual info)  Responding to reference queries submitted via these external channels  Sustainability--incorporation into existing workflows 24
  • 25. Library of Congress Web 2.0 Pilots Benefits:  Make collections available (Core mission)  Gain information about collections  Increase the visibility of specific items (photos, video, etc.)  Win support for cultural heritage organizations  Mix past & present for a better informed world  Being present at the point of need and where conversations are taking place and users are looking for information 25
  • 26. Life After 2.0 ? Library of Congress Pilots Michelle Springer mspringer@loc.gov Office of Strategic Initiatives, Library of Congress Office of Strategic Initiatives | July 11, 2009 26