Serving Teens and Young Adultsin the 21st Century Stephen Abram, MLS iSchool University of Toronto Jan. 18, 2012
Me= Stephen Abram, MLS Stephen’s Lighthouse Blog, Librareo, etc. Author 2 dozen books & 1,000’s of articles and columns 100+ keynotes annually & Conference Committees Leader: CLA, OLA, AIIP, SLA, IIC ITAC, SSP, etc. Adjunct Professor and Academic board member Guest Professor at 100+ universities Library Journal Top 50 Influencer, Awards 2 kids, 8 nieces/nephews, etc. Awards . . . Advocate . . . Advisor
Questions for Today1. Why serve young adults differently? Does it matter?2. Is this the end of libraries as we know them?3. Is this change in learning permanent?4. Where is all this change taking us?5. Do people still value the book? Teens?6. What’s next for tech? Does it really change everything?7. What is the role for librarians with young people?
So, what exactly is changing?Books In a word:Media EverythingMobility connected toCollections your world!Libraries
News Flash #1Librarians play a vital role in building the critical connections between information , knowledge and learning.
6 Things have Changed . . A LOT!1. Learners, Students, Scholars, Research ers, Teachers, Professors, Cardholders, Users, Members, Patrons, Clients, Cust omers2. Books The History of3. Media Unintended4. Mobility Consequences &5. Collections Unpredictability6. Libraries
“Choose . . .To be a victim and feel these changes are fated and blame storm OR Create the future we need and take collective responsibility for the conversation and development.” Find Reasons not Excuses.
Using Customer Mindsets to Explore Strategic Needs Librarians Professors Teachers & more
Personas DefinedPersonas are hypothetical representations of anatural grouping of users that drives decision-makingThey are not real people, but they represent realpeople. They are defined by goals. They focus on what is valuable to the user and subsequently on how he or she behaves. 17
Don’t piss them off. Ok, sure. We’ve all got our little preconceived notions about who librarians are and what they do. Many people think of librarians as diminutive civil servants, scuttling about “Sssh-ing” people and stamping things. Well, think again buster. Librarians have degrees. They go to graduate school for Information Science and become masters of data systems and human/computer interaction. Librarians can catalog anything from an onion to a dog’s ear. They could catalog you. Librarians wield unfathomable power. With a flip of the wrist they can hide your dissertation behind piles of old Field and Stream magazines. They can find data for your term paper that you never knew existed. They may even point you toward new and appropriate subject headings. People become librarians because they know too much. Their knowledge extends beyond mere categories. They cannot be confined to disciplines. Librarians are all-knowing and all-seeing. They bring order to chaos. They bring wisdom and culture to the masses. They preserve every aspect of human knowledge. Librarians rule. And they will kick the crap out of anyone who says otherwise.
What is the Sun?InfoTracGVRLGDLPowerSearchPersistent URLsTraining SupportApps, Webpages & MobileMarketing SupportEtc.
Gateways / Experience Portals1. Jobs & Careers (Career Transitions)2. Business3. Education PK-12 (In Context)4. Home, Hobbies5. Health & Wellness6. History7. Your Community & World (MyGovernment)FUTUREAdult Education(Lifelong Learning)Literature
What We Never Really Knew Before 27% of our users are under 18. 59% are female. 29% are college students. We often 5% are professors and 6% are teachers. believe a lot On any given day, 35% of our users are there for the that isn’t true. very first time! Only 29% found the databases via the library website. 59% found what they were looking for on their first search. 72% trusted our content more than what they found on Google. But, 81% still use Google.
People are Changing Demographic– Millennial, Boomer, Seniors Increased educational attainment & engagement eBooks outsell hard cover books, and will outsell paperbacks soon (2011) Some libraries are crediting most cardholder growth to e-book accessibility Personal device proliferation Some sectors are very tech-dominated (farming, cattle, trucking, natural resources…)
People Have Changed Twitter & Facebook are dominated by the middle aged Gaming too. . . Mothers in their 30’s Social networks fastest growing populations are seniors and will be more international and less urban and English. eBooks usage is largely middle-aged. Mobile data usage is growing beyond youth very quickly, workplace use is huge
NextGen Differences Increase in IQ - 15-25 Points Brain & Developmental Changes Eye Movement Changes Massive Behavioural Changes Major Decline in Crime Rates – 65%+ But still a 70% behavior overlap with Boomers (see Boomers & Beyond)
The Future Discovered• Stem Cells• fMRI and The Brain• Cloning• Trucking and GPS• Wind and other energy• Nanotechnology• Robotics• Massive Book Digitization• Music• Translation• Streaming Media• Seed Bank
What does all this mean? The Article level universe The Chapter and Paragraph Universe Integrated with Visuals – graphics and charts Integrated with ‘video’ Integrated with Sound and Speech Integrated with social web Integrated with interaction and not just interactivity How would you enhance a book?
Borders Kobo, B&N Nook, Amazon Kindle, Apple iPad, Sony, etc. . . .
Broadband You must clearly understand the latest US FCC Whitespace Broadband Decision – THIS IS TRANSFORMATIONAL and going global Local wired, mobile access ‘everywhere’ to the home and workplace Geo-awareness: GIS, GPS, GEO-IP, etc. Wireless as a business strategy (Starbucks) Mobile dominates Largest generation
The Baker’s Dozen1. Health and Wellness / Community Health / Nutrition / Diet / Recovery2. DIY Do It Yourself Activities and Car Repair3. Genealogy4. Test prep (SAT, ACT, occupational tests, etc. etc.)5. Legal Questions (including family law, divorce, adoption, etc)6. Hobbies, Games and Gardening7. Local History8. Consumer reviews (Choosing a car, appliance, etc.)9. Homework Help (grade school)10. Technology Skills (software, hardware, web)11. Government Programs, Services and Taxation12. Self-help/personal development13. Careers (jobs, counselling, etc.)
Strategic Thinking for Libraries1. Choosing a Future2. Setting Phased Priorities3. Making Choices4. Taking Action5. Doing the Next Step6. Adjusting Tactics with Experience7. Seeking Feedback and Adjusting8. Measuring Progress
Choosing Top Priorities Suppose that in three years: Majority of library use will be virtual – yes even rural! Majority of Non-fiction Book circulation will be e- books and Fiction will split 50/50 – digital/print All learning will be blended and continuous DVD is circulation is dead and most other [physical formats in decline. Majority of questions will be virtual Use will be 20 / 40 / 40 (in house, virtual, mobile) Every user will be socially networked, connected and engaged
What do we need to know? How do library databases and virtual services compare with other web experiences? Who are our core virtual users? Are there gaps? Does learning happen? What are user expectations for true satisfaction? How does library search compare to consumer search like Google and retail or government? How do people find and connect with library virtual services? Are end users being successful in their POV? Are they happy? Will they come back? Tell a friend?
To whom do I listen and follow? Justin Hoenke Rebecca Jones & Jane YALSA Dysart Michael Stephens Seth Godin Sara Houghton Blake Carver Buffy Hamilton JP Porcaro Bobbie Newman Patrick Sweeney Gretchen Caserotti Aaron Schmidt David Lee King Don Tapscott Aaron
Stephen Abram, MLS, FSLAVP strategic partnerships and markets Cengage Learning (Gale) Cel: 416-669-4855 firstname.lastname@example.org Stephen’s Lighthouse Blog http://stephenslighthouse.com Facebook: Stephen Abram LinkedIn / Plaxo: Stephen Abram Twitter: sabram SlideShare: StephenAbram1