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VTLS Users Group


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  • 1. Big Trends in Library Land: Member Engagement or Books? What's the Solution? Thursday May 8, 2014 VTLS User Group Stephen Abram, MLS
  • 2. 2 Comprehensive Digital Strategies: More than just Content!
  • 3. 3 Biggest Issue: Getting Lost in the Reeds
  • 4. Digital is more complicated than Print.
  • 5. Understand the difference between Search and Find • Roy Tennant and I have been saying for years: “Users want to find not search”. • Librarians enjoy the challenge of search and try to create mini- librarians. • Information literacy is different than contextual information fluency. •The user experience is mostly “elsewhere”. • Learning, research and decision-making processes trump search.
  • 6. Understand the difference between the roles of discovery services and native search • Search is the identification of potential objects to read or view in either a known item retrieval scenario or – more importantly – an immersion environment where choices are made. • Until recently, we handled immersion environments in the context of defined subsets of content (a single database or small group). • Discovery services are one step before search – the identification and discovery of the resources (databases) that are worth searching.
  • 7. The Field Mapping Failure
  • 8. And the Algorithm Understanding Failure 8 The power of algorithm is in the target user needs, the institutional needs, and the behavioral history . . . Not the underlying content Are there any real national initiatives to understand and differentiate library end user behaviors from Google commercial constructs? (yes but …)
  • 9. Get the naming and labeling right • Vendors must develop unique names and brands for their services to meet positioning, marketing and sales needs to you. • There is no need for you to fall in line and pass through these names – or worse try to train end users to know hundreds of them! • Can anyone defend using these titles to be the single most important label for end users? MLA, Scopus, Compendex, ABI/Inform . . .OPAC!? • Honestly! The needs of trademark law don’t match the needs of users to identify resources.
  • 10. Are you using numbers strategically? • Statistics versus measurements • Satisfaction and Impact • Visual versus data • Stories build on data springboards • Are your numbers showing customer satisfaction or just activity? • Do you trust your numbers (It’s easy to mess with an interface and increase hits or whatever statistics you’re using.) • How can the vendor help your numbers issues and insights?
  • 11. 11 Talking Money • Price • Cost • Billing • Value • Deals • TCO • Value of Your Time • Value of Their Time
  • 12. Until lions learn to write their own story, the story will always be from the perspective of the hunter not the hunted.
  • 13. 13 • Library Advocacy: The Lion's Story • Are you framing your library's story well? • Are you sharing measurements about your impact, or still beating the drum of raw statistics that show funders where to cut? • Are you using great gift of social media to engage and get your message out. • Has your library's marketing and communication plan stepped up to the 21st Century? • Are we ready for advanced data mining of our websites, circulation and membership records? • Are you ready for the reach beyond outreach? • What are the skills and competencies that library teams need?
  • 14. First . . . Let’s stop using the word technology Let’s discuss experience and user satisfaction . . .
  • 15. Second . . . Let’s start using verbs to describe your service portfolio in the context(s) of our members, audiences and communities. 15
  • 16. Third . . . Let’s build on our legacy of trust and respect and our foundation of collections and places to shine
  • 17. 17 Foundations
  • 18. 18 House
  • 19. 19 Home
  • 20. Fourth . . . Let’s emphasize the humans that make the magic happen . . . Library staff
  • 21. Grocery Stores
  • 22. Grocery Stores
  • 23. Grocery Stores
  • 24. Cookbooks, Chefs . . .
  • 25. Cookbooks, Chefs . . .
  • 26. Meals
  • 27. Fifth . . . Let’s focus on VALUE, IMPACT, and POSITIONING (VIP) What’s the music and magic you hear? Play? Do?
  • 28. Are you locked into library financial mindsets?
  • 29. What about value and impact?
  • 30. Or shall we stick with this?
  • 31. It’s the stories that happen inside your library that matter . . . Not just the ones you have on the shelves. Tell those stories Encourage the heart . . . Better yet . . . Collect the stories in your users’ voices BUT HOW?
  • 32. The signs . . . There’s always another view… 36
  • 33. 37 The Public Library Value Proposition 1. Excellent Return on Investment 2. Strong Economic Development 3. Great Employment Support 4. Welcoming New Canadians 5. Provable Early Literacy Development & school readiness 6. Ongoing Support for Formal Education and Homework Help 7. Serve the whole community equitably 8. Affordable access to community resources 9. Access to Government Services and e-government 10. Questions Deserve Quality Answers 11. Support Cultural Vitality 12. Recognized and Valued Leisure Activities for majority of Ontarians 13. Infrastructure Support (AODA and Buildings)
  • 34. What Does Boundarylessness mean?
  • 35. Sustaining Relevance Being Relevant Communicating VIP Real relationships Being a ‘real’ professional
  • 36. Personal and Institutional Impact: Strategies and Tactics Let’s talk . . .
  • 37. Are we a culture of poverty?
  • 38. Do You Feel Poor?
  • 39. Smelly Yellow Liquid Or Sex Appeal ?
  • 40. 46
  • 41. 47 Let’s talk top tech trends . . . In context • Cloud & TCO • Mobile – mobile first and apps • Discovery • Engagement • Geo • Data through Insight – Data Info Knowledge Behaviour • SurveyMonkey and ForeSee • Research: Pew, Market Probe, OPLDS, OMBI, etc. • Personas • BiblioCommons • Experience Portals • MOOCs, e-Learning, & more • Measurements and Stories • Branding
  • 42. Core Statistics (CLA Draft) 1. Service points and visits 2. Reference questions 3. Circulation (of particular item types) 4. Population served 5. E-resource holdings 6. Children’s membership and services 7. Staffing 8. Internet/PAC/WiFi 9. Programming 10. Total operating expenditures 48
  • 43. Core Measurements (FOPL Draft) 1. Overall value of a library membership (usage not cardholders) 2. Value of an 'open hour' (new metric unique to MPI TPL study that aggregates cost + value) 3. Economic impact (vs. ROI) (Households and Population) 4. Per Capita 'Usage" comparison across systems, groups (like small, medium. large, urban, suburban, rural, remote, FN, etc.), and jurisdictions (province/state) 5. A 'new' usage algorithm to modernize the old circulation stat and combine digital and print usage into a standard, comparable metric 6. A metric for technology access tied to the digital/economic divide(s) 7. A standard operational effectiveness metric (Value for Tax Dollars) 8. Average cost per household (taxes are based on household rather than population and better reflects funding models) 9. A metric for Use of Space (meetings, study, rooms) which was new for the MPI study and hadn't been done before 49
  • 44. 50 Branding: How are Ontario PL’s Describing ourselves?
  • 45. 51
  • 46. 52
  • 47. Stephen Abram, MLS, FSLA Consultant, Dysart & Jones/Lighthouse Consulting Cel: 416-669-4855 Stephen’s Lighthouse Blog Facebook, Pinterest, Tumblr: Stephen Abram LinkedIn: Stephen Abram Twitter: @sabram SlideShare: StephenAbram1