Engagement: Library Advocacy n the
21st Century
Stephen Abram, MLS
Slovenian Library Association Congress
Lasko, Slovenia ...
Every Day in every way libraries are
throwing pebbles
What business are you in?
YOU
It’s simple really, shift happens, gedoverit
• Learners & Communities will continue to be diverse in the extreme –
especia...
Library Megatrends
It doesn’t take a genius to see that librarian skills
and competencies applied to the trends and issues...
School Libraries

• Are you a librarian or an educator?
• Are you a support or mission-critical?
• Your business is commun...
Deer in headlamps slide here.
Libraries core skill is not
delivering information
Libraries improve the
quality of the question
and the user experience
L...
Libraries Have Seasons
Librarian Magic

What are your magic tricks?
17

Think deeply about . . .
Your
Operation’s
Scalability

The depth of your
relationships

Your
sustainability

How you s...
The Complex Value Proposition

Smelly
Yellow
Liquid

Or
Sex
Appeal?
Books, eBooks
Magazines
Websites
Buildings
Rooms
Desks
Stations
Programs
Nouns can be warehoused
and ‘cut’

Serve
Answer
E...
Are you locked into an old library mindset?
A Verb . . . an Experience, enlivened for an audience
A Noun . . . A foundation but not sufficient with professional animation
Grocery Stores
Cookbooks, Chefs . . .
Cookbooks, Chefs . . .
Meals
Library Land
What changes, disruptions
and shifts are already in
the environment?
• If all users are ubiquitously connected with
broadband, have downloading skills for books
and movies, own smartphones, w...
• What if all music, audiobooks, and video
moved to streaming formats by 2018?
• What if the DVD and CD go the way of viny...
• What if all books are digital?
• What if book services move to a subscription
model of unlimited use for $7/month?
• Wha...
• What if all books are ‘beyond text’?
• The NextGen Textbook…
• Can we support books with embedded video,
adaptive techno...
• Are you positioned at the lesson level?
• Could your library support all curricula and
distance education?
• Have you ca...
•
•
•

Could your library support real e-learning
Is EVERY staff member fluent in your LMS and the
needs of supporting hyb...
• Could your library support any kind of mobile
device? (mCobiss)
• Are you fully ready to deliver, agnostically to
deskto...
• Are you prepared for new forms of content?
• Real multimedia? 3D objects and databases?
Holographics? Enhanced media?
• ...
• What kinds of learning spaces are needed in
the future?
• Can you support real learning spaces,
community meeting spaces...
• What if everything was in the cloud?

(software, databases, metadata, content . . .)
• What would you do with those syst...
• What if search immersive resource discovery
becomes as ubiquitous as search engines?
• Can they find as well as search?
...
•
•
•
•

What does your experience portal look like?
What are your top questions?
Pathfinder - - LibGuides - Portals
What ...
• Can you do it all ALONE?
• What would it look like if you cooperated?
• Consortia, Cooperatives, … national, regional,
g...
And what would you sacrifice?
The Library as Sandbox
Focus and Understand on the Whole Experience
Up Your Game
• Know your local community demographics i.e. Teachers &
Librarians vs. Students vs. admin
• Focus on needs a...
Up Your Game
• Align with Collections – every collection must be justified by
programs
• Force strategic investment budget...
What are the real issues?
• Craft versus Industrial Strength
• Personal service only when there’s impact
• Pilot, Project,...
Up Your Game
• Align with Collections – But add virtual experiences
• Start being Mobile in the extreme
• Look for partner...
The new
bibliography and
collection
development

Ask Us, KNOWLEDGE
PORTALS
KNOWLEDGE,
LEARNING,
INFORMATION &
RESEARCH
COM...
Up Your Game
• Learn the LMS system – everyone
• Learn copyright and licensing rights
• Learn developmental, genome, IQ, a...
Up Your Game
• Learn how to reach and teach online
• Teach how to learn online
• Teach how to research online
• Everyone i...
Up Your Game
• Start to understand the real issues with e-books
• Study e-textbooks
• Study Learning Objects
• Balance con...
Up Your Game
• Learn consulting and relationship management practices
• Understand the research goals
• Understand Pedagog...
Up Your Game
• The strong ‘library’ brand – adding dimension
• Personal branding – Who are your stars? Promote them.
• Pro...
Up Your Game
• Grow collections investments in strategic areas (for example
economic impact, jobs, early years, hobbies, p...
Up Your Game
• Move the ILS to the Cloud
• Linked Data models – OCLC WorldShare, Europeana, DPLA, etc.
• Fix the ‘reposito...
Up Your Game
• Dog, Star, Cow, Problem Child/?
• Reduce investment in successes
• Increase investments in the future
• Set...
Is your library ready to support a
world of unlimited content, multiple
formats, massive access, and
consumer expectations...
Embracing Change
Change is….
Global
Constant
Inevitable
Stressful
Breathe
Find Your

Rhythm
Do you like change?
Does it matter?
What are the risks of not changing?
We can’t control change…

We can control our attitude towards change…
Deny
Resist
React
Explore
Commit
Change can be difficult
and ambiguous
Personal change
precedes organizational
change
Negativity
Contagious
I can learn and I can
change and I can do it
quickly.
What can you do to deal with
change?
Accept that change
is an attitude
Create a personal vision
In the context of your team
Focus on what you can do…
……not what you can’t do
Strengths
velop a perspective of
portunity
Create a willingness to learn & develop
Learn to love ambiguity
Support Aspiration
Be Creative and Attract
Being More Open to Change
‘New’ Library Cultures
Support Your Team
Too Much Respect for Tradition

While Neglecting to Curate the
Future
Are there any of these in your library?

The Black
Hole

Sucking the life out of initiative(s)?
Being More Open Experimentation,
Pilots and Innovation
Being More Open to Risk
Being Open to Ambiguity
Be
More
Open
to Social
Technologies
and
Unintended
Consequences
Being Comfortable with Speed
Letting Go of Control
Be Inspirational
Honest to G*d – Let’s
Encourage Some Fun!
Tell Your Story:
Until lions learn to write their own story,
the story will always be from the perspective
of the hunter n...
Stephen Abram, MLS, FSLA
Consultant, Dysart & Jones/Lighthouse Partners
Cel: 416-669-4855
stephen.abram@gmail.com
Stephen’...
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Lasko

  1. 1. Engagement: Library Advocacy n the 21st Century Stephen Abram, MLS Slovenian Library Association Congress Lasko, Slovenia – Oct. 18, 2013
  2. 2. Every Day in every way libraries are throwing pebbles
  3. 3. What business are you in?
  4. 4. YOU
  5. 5. It’s simple really, shift happens, gedoverit • Learners & Communities will continue to be diverse in the extreme – especially on learning styles • A foot in both camps for many, many years to come: digital and physical • Content is already be dominated by non-text (gamification, 3D, graphics, numeric, visual, music, video, audio, etc.) • Search will explode with more options and one-step, one box search is for dummies not professionally educated folks • The single purpose anchored device is already dead as a target • Devices will focus on social, collaboration, sharing, learning, multimedia, creation and successful library strategies must align with that • Librarians will need to focus primarily on transformational librarianship and strategic alignment with curriculum • Systems, E-Learning, collections and metadata will go to the cloud massively
  6. 6. Library Megatrends It doesn’t take a genius to see that librarian skills and competencies applied to the trends and issues in our communities can help in very strategic ways – social, economic, creative, and discovery impacts.
  7. 7. School Libraries • Are you a librarian or an educator? • Are you a support or mission-critical? • Your business is community impact and learning (they’re different) • Your new competitors are non-traditional • Renewed advocacy has moved from apple pie to influencing and selling the value and impact of librarians • Library staff competencies need a plateau upgrade – consultation, relationship, influence, educating . . .
  8. 8. Deer in headlamps slide here.
  9. 9. Libraries core skill is not delivering information Libraries improve the quality of the question and the user experience Learning Libraries are about building life competencies
  10. 10. Libraries Have Seasons
  11. 11. Librarian Magic What are your magic tricks?
  12. 12. 17 Think deeply about . . . Your Operation’s Scalability The depth of your relationships Your sustainability How you set priorities: Daily and Future
  13. 13. The Complex Value Proposition Smelly Yellow Liquid Or Sex Appeal?
  14. 14. Books, eBooks Magazines Websites Buildings Rooms Desks Stations Programs Nouns can be warehoused and ‘cut’ Serve Answer Engage Link Entertain Tell a story Teach Create Do Action verbs imply dynamism and impact
  15. 15. Are you locked into an old library mindset?
  16. 16. A Verb . . . an Experience, enlivened for an audience
  17. 17. A Noun . . . A foundation but not sufficient with professional animation
  18. 18. Grocery Stores
  19. 19. Cookbooks, Chefs . . .
  20. 20. Cookbooks, Chefs . . .
  21. 21. Meals
  22. 22. Library Land What changes, disruptions and shifts are already in the environment?
  23. 23. • If all users are ubiquitously connected with broadband, have downloading skills for books and movies, own smartphones, whither libraries? • What about the ‘digital divide’? • If the school system (K-12 and HigherEd) changes radically …?
  24. 24. • What if all music, audiobooks, and video moved to streaming formats by 2018? • What if the DVD and CD go the way of vinyl, VHS, and cassettes?
  25. 25. • What if all books are digital? • What if book services move to a subscription model of unlimited use for $7/month? • What about next generation e-books?
  26. 26. • What if all books are ‘beyond text’? • The NextGen Textbook… • Can we support books with embedded video, adaptive technologies, audio, updating, software tools, assessments, web-links, etc. • Ask ourselves about archiving and preservation – the record
  27. 27. • Are you positioned at the lesson level? • Could your library support all curricula and distance education? • Have you catalogued the learning opportunities on the web? (Khan Academy, Coursera, Udacity, edX, MIT, Harvard, MOOCs, YouTube, Learn4All (ed2go), …)
  28. 28. • • • Could your library support real e-learning Is EVERY staff member fluent in your LMS and the needs of supporting hybrid or total distance learning? By the way – nearly all learning is distance learning from the perspective of the library and user.
  29. 29. • Could your library support any kind of mobile device? (mCobiss) • Are you fully ready to deliver, agnostically to desktops, laptops, tablets, phablets, smartphones, televisions, appliances, at a much higher level?
  30. 30. • Are you prepared for new forms of content? • Real multimedia? 3D objects and databases? Holographics? Enhanced media? • Embedded assessment and tracking tools? • Can you be ready for makerspaces, creative spaces, writing labs, business and start-up incubators, etc. • Can you publish for your community?
  31. 31. • What kinds of learning spaces are needed in the future? • Can you support real learning spaces, community meeting spaces, performance spaces, maker spaces, real advisory spaces, true relationship, collaboration, and consultation management . . .? In a virtual space?
  32. 32. • What if everything was in the cloud? (software, databases, metadata, content . . .) • What would you do with those system skills on staff? • What if all metadata and content discovery is freely available using open APIs through the OCLC WorldShare vault and the Digital Public Library of America / Europeana vault of open and free metadata?
  33. 33. • What if search immersive resource discovery becomes as ubiquitous as search engines? • Can they find as well as search? • Are your training sessions hitting 100% of students? • Are they aligned with workflow or transactions?
  34. 34. • • • • What does your experience portal look like? What are your top questions? Pathfinder - - LibGuides - Portals What are the outcome domains?
  35. 35. • Can you do it all ALONE? • What would it look like if you cooperated? • Consortia, Cooperatives, … national, regional, global – buying groups or real foundational infrastructure
  36. 36. And what would you sacrifice?
  37. 37. The Library as Sandbox
  38. 38. Focus and Understand on the Whole Experience
  39. 39. Up Your Game • Know your local community demographics i.e. Teachers & Librarians vs. Students vs. admin • Focus on needs assessment and social assessments • Prioritize: Love all, Serve all, Save the World means nothing gets done • Focus on scalability and grand cooperation • Look for partnerships that add value
  40. 40. Up Your Game • Align with Collections – every collection must be justified by programs • Force strategic investment budgeting • Look for partnerships that add value and priority setting • Don’t go it alone. Focus on large scale sustainable programs • Connect to the longer process not just events • e.g, Forest of Reading or TD Summer Reading Program • Virtual and in-person - in the Library and reaching out with partners • SCALE: eLearning and Surveys – e.g. citation methods
  41. 41. What are the real issues? • Craft versus Industrial Strength • Personal service only when there’s impact • Pilot, Project, Initiative versus Portfolio Strategy • Hand-knitted prototypes versus Production • • • • • e.g. Information Literacy initiatives (LibGuides) Discovery versus Search versus Deep Search eLearning units and program dissemination Citation and information ethics Content and repository archipelagos • Strategic Analytics • Value & Impact Measures • Behaviours, Satisfaction • Economic and strategic alignment
  42. 42. Up Your Game • Align with Collections – But add virtual experiences • Start being Mobile in the extreme • Look for partnerships that add value • Focus on relationship management / liaisons • Ensure the program delivery person is embedded including librarians • What are your top learning or research domains? Start there. • Don’t go it alone. Build scalability and sustainability. • Look for replicability – look for commonalities
  43. 43. The new bibliography and collection development Ask Us, KNOWLEDGE PORTALS KNOWLEDGE, LEARNING, INFORMATION & RESEARCH COMMONS
  44. 44. Up Your Game • Learn the LMS system – everyone • Learn copyright and licensing rights • Learn developmental, genome, IQ, and learning styles research • Relationship management, team building • Advocacy and influence and research support
  45. 45. Up Your Game • Learn how to reach and teach online • Teach how to learn online • Teach how to research online • Everyone in academic libraries should be focused on teaching/researching first, then library • Learn more systems than one! • Be obsessive about consultation, recommendations and advice • Social alignment rules and use the tools
  46. 46. Up Your Game • Start to understand the real issues with e-books • Study e-textbooks • Study Learning Objects • Balance content with interface • Focus on learner not librarian behaviours
  47. 47. Up Your Game • Learn consulting and relationship management practices • Understand the research goals • Understand Pedagogy in the context of student experiences and educational goals • Understand human development and age/stage(teens) • Know where your programs are heading • Consider deep partnerships • Consider coaches, peer, and tutoring partnerships
  48. 48. Up Your Game • The strong ‘library’ brand – adding dimension • Personal branding – Who are your stars? Promote them. • Program branding • Take risks for attention (AIDA) • Embed your brand beyond the library walls and virtually
  49. 49. Up Your Game • Grow collections investments in strategic areas (for example economic impact, jobs, early years, hobbies, political alignment, homework, research agenda …) • Develop hybrid strategies that are consistent for digital and print and programs • Be obsessive about recommendations and advice and added value • Integrate virtual and physical – hybridize • Don’t fear off-site cooperation • CURATE – real curation not assembly
  50. 50. Up Your Game • Move the ILS to the Cloud • Linked Data models – OCLC WorldShare, Europeana, DPLA, etc. • Fix the ‘repository problem’ • Look at TCO and look at all costs incurred and not just hard costs • Review opportunity costs in soft costs
  51. 51. Up Your Game • Dog, Star, Cow, Problem Child/? • Reduce investment in successes • Increase investments in the future • Set priorities • ‘Park’ some stuff temporarily
  52. 52. Is your library ready to support a world of unlimited content, multiple formats, massive access, and consumer expectations of MORE? Yes? No? With Effort, Vision, Leadership? Never?
  53. 53. Embracing Change
  54. 54. Change is….
  55. 55. Global
  56. 56. Constant
  57. 57. Inevitable
  58. 58. Stressful
  59. 59. Breathe
  60. 60. Find Your Rhythm
  61. 61. Do you like change? Does it matter?
  62. 62. What are the risks of not changing?
  63. 63. We can’t control change… We can control our attitude towards change…
  64. 64. Deny
  65. 65. Resist
  66. 66. React
  67. 67. Explore
  68. 68. Commit
  69. 69. Change can be difficult and ambiguous
  70. 70. Personal change precedes organizational change
  71. 71. Negativity
  72. 72. Contagious
  73. 73. I can learn and I can change and I can do it quickly.
  74. 74. What can you do to deal with change?
  75. 75. Accept that change is an attitude
  76. 76. Create a personal vision In the context of your team
  77. 77. Focus on what you can do… ……not what you can’t do Strengths
  78. 78. velop a perspective of portunity
  79. 79. Create a willingness to learn & develop
  80. 80. Learn to love ambiguity
  81. 81. Support Aspiration
  82. 82. Be Creative and Attract
  83. 83. Being More Open to Change
  84. 84. ‘New’ Library Cultures Support Your Team
  85. 85. Too Much Respect for Tradition While Neglecting to Curate the Future
  86. 86. Are there any of these in your library? The Black Hole Sucking the life out of initiative(s)?
  87. 87. Being More Open Experimentation, Pilots and Innovation
  88. 88. Being More Open to Risk
  89. 89. Being Open to Ambiguity
  90. 90. Be More Open to Social Technologies and Unintended Consequences
  91. 91. Being Comfortable with Speed
  92. 92. Letting Go of Control
  93. 93. Be Inspirational
  94. 94. Honest to G*d – Let’s Encourage Some Fun!
  95. 95. Tell Your Story: Until lions learn to write their own story, the story will always be from the perspective of the hunter not the hunted.
  96. 96. Stephen Abram, MLS, FSLA Consultant, Dysart & Jones/Lighthouse Partners Cel: 416-669-4855 stephen.abram@gmail.com Stephen’s Lighthouse Blog http://stephenslighthouse.com Facebook, Pinterest, Tumblr: Stephen Abram LinkedIn / Plaxo: Stephen Abram Twitter: @sabram SlideShare: StephenAbram1
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