2014 Charleston Conference Keynote Presentation Thursday, Nov 6, 8:15 AM

1. Being Earnest in the New Normal
Choose Your Future
Anthea C. Stratigos
Co-founder & CEO
The Charleston Conference
Charleston, N.C.
November 6, 2014
Confidential
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2. About Outsell
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .

3. Choose Your Future
Dewey Readmore Books or 22 Jump Street
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22 JUMP STREET
Courtesy of Columbia Pictures
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .

4. The Big Picture
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .
Courtesy of Universal Studios

5. A Story
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6. 6
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7. Shift Happens!
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8. 8
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9. The Information
Industry
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .

10. Information Industry Ecosystems
B2B Trade
$30.6
Market
Research,
Reports &
Services
$41.2
Credit &
Financial $52.8
Education
Content,
Technology
& HCM $111.4
Legal &
Regulatory
$20.4
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .
News $78.3
Search,
Aggregation
& Syndication
$86.9
Scientific,
Technical
& Medical
$32.5
Consumer
Books &
Magazines
$82.9
Yellow Pages
& Directories
$21.7
Marketing
Analytics,
Automation
& CRM $23.4
Marketing
Services
$113.2
Governance,
Risk &
Compliance
$43.0
$738
Billion
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11. Vendors – Key Issues
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12. Libraries – Key Issues
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13. Library Budgets
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14. Librarians Ambivalent about Vendors
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Neither
agree nor
disagree
0 20 40 60 80
Providing better customer service and support
More transparent about pricing
Simplifying licenses
Providing better usage metrics
More flexible about packaging bundles
More flexible about licensing options
Easier to do business
Percent
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15. Executing &
Delivering Value
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .
Getty Images

16. Have the Right Team
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17. Library as Strategic Marketer
6 steps to value
1 Have a strategy and a mission
2 Build a target market map
3 Complete a needs assessment
4 Weed and feed portfolio of services
5 Brand and market internally; deliver ‘wow’
6 Measure ROI and value
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18. Have a Strategy
“My library has a well-developed strategy to meet changing
user needs and research habits.” – Ithaka Study 2014
Percentage of respondents who strongly agreed, over time.
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19. Map Target Markets
Administration
Key User Groups
or Schools
Services & Library
Offerings
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20. Understand What Users Want
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21. Understand Needs
What is the main reason for going into the library?
60%
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27%
5%
4%
4%
To have a quiet place
to study
To do research, look
up books and
manuscripts, or write
To socialize, a place
to hang out with other
folks
To access online
databases
Other
n = 400 4-Year College or University Students
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22. A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .
Benchmark
Someone’s Boat,
View, or Home
is Always Better
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23. Establish Your Portfolio
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What to drop
What to add
What to ask for $ for
What to target to whom
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24. Brand Your Experience
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25. Market in Purposeful Rhythms
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26. A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .
Deliver Wow
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27. Measure ROI and Value
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28. Be Sure to Play and Enjoy Results
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29. Choose Your Future
Dewey Readmore Books or 22 Jump Street
29
22 JUMP STREET
Courtesy of Columbia Pictures
A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .

30. Q&A and Discussion
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31. A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n © 2 0 1 4 O u t s e l l , I n c .
About Outsell
Outsell, Inc. is the world’s only research and advisory firm focused solely on media, information, and
technology. We use a time-tested, quality-proven, top-secret blend of data, brains, community, and
pizzazz to produce extraordinary value for our clients. Elite information industry executives from all over
the world look to Outsell for trusted advice, bold insights, and confidential access to exclusive intelligence
and decision support. Outsell has your back. You’ll stay more focused, save time, and grow revenue in a
fast-changing, global, digital environment, and sleep better at night. Guaranteed.
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The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research
methods of Outsell, Inc. and its staff’s extensive professional expertise in the industry. Outsell has used its best efforts and
judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the Content is accurate
as of the date published. However, the industry information covered by this report is subject to rapid change. Outsell makes no
representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this report and
Outsell assumes no liability related to claims concerning the Content of this report.
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