Social Media Symposium

1. September 2016
FOPL/BothAnd | OpenMediaDesk®
mapping the next library via co-created community stories
a collective intelligence framework

2. If OMD™ is the solution...
✤ ...what the heck’s the problem?

3. The problem.
✤ Perth County is evolving into a knowledge-driven,
innovation-hungry community
✤ Our lovely old libraries, vital resource for Perth’s new
information ecosystem, is in the throes of evolving itself
and proving ‘value for money’/return on investment
✤ ...all without losing the trust of its patrons and partners as
the county’s old factory economy morphs towards a new
collaborative economy

4. Tall order. But here’s a secret for
you.

5. Here’s our secret in action.

6. ...so what’s the secret?
✤ Simple: it’s knowing that the communities you serve
are sharing something incredibly powerful about
libraries
✤ ...and if you can understand the patterns of what
they’re sharing, you’ll understand your library’s future
and be able to plan sensibly

7. the key to the future
✤ Networks.
✤ Networks—both live and online—are the future of our
economy, our media, our politics, our education
system...
✤ ...as we interact and collaborate more and more,
organize and co-create value along our personal
networks...

8. We create patterns
we can map.

9. And those patterns
reveal community insights and solutions
(the kind of co-created solutions astute library planners love)

10. But what drives those patterns?
✤ With the explosion of social networking, human beings
now use a new/old currency along our networks...
✤ ...and it’s not money and it’s not time...
✤ and it’s something we’ve shared for thousands of
years...

11. Here’s a hint.

12. it’s story.
✤ We meet one another and get to know one another
and learn to trust one another by sharing story
✤ Shared story is the basis of our trust networks
(think: Twitter, Facebook, Instagram, Reddit,
Snapchat…)

13. Why care about story?
✤ Shared stories relax people and focus their attention
(shared insight/context)
✤ Shared stories start conversations (inspire value co-
creation)
✤ Shared stories spark emotions and make people do
amazing, human things (incite real action)
✤ Stories don’t sell. The best don’t tell either—they lead us to
something new (inspire real change)

14. That’s what our blind friend teaches
us.
✤ Change the story => change the world

15. SHARED STORY IS COMMUNITY
DATA...WITH SOUL

16. shared story is power.
✤ Every successful political/marketing campaign (and
that’s what savvy libraries are doing these days) is
nothing more than daily shared story
✤ Obama’s 2008 campaign demonstrated the power of
sharing stories that incite communities to collaborate
for change

17. ...and if you can parse out the patterns within/amongst
the stories people are sharing about libraries...

18. You’ll have incredibly rich data on
your side.

19. You can plan up
a storm, people.

20. Shared community stories tell you
who you are.
✤ We know more about libraries than most non-
librarians in this room...
✤ ...only because we’ve heard more stories about
libraries in the past 18 months than any sane person
ought to

21. Here’s but a taste.
✤ Libraries are trusted repositories of community data (youth especially
believe this)
✤ Libraries are key ‘first responders’
✤ Librarians are ‘human search engines’
✤ Librarians share something priceless: context
✤ Libraries are the ‘safespace’/‘community living room’/media
hackerspaces of the future
✤ Small business is a huge service growth space

22. shared community story builds
important stuff.
✤ trust which builds
✤ authentic relationships which in turn build
✤ trust networks which in turn co-create...

23. storystory patterns we can map.

24. How’d you do that?
✤ Rather than simply collecting ‘flat data’, we map and
‘metatag’ the community stories that shape our public
and private conversations
✤ ...and play those story insights right back into the
ongoing conversations
✤ ...to create more insight we can share

25. that’s collective intelligence
✤ Collective intelligence ‘unlocks’ undiscovered story
patterns
✤ That discovery process exposes ‘hidden memes’
(hunches and half-ideas) and
✤ then plays back those memes/hunches into ongoing
conversations to reveal the full value of the patterns

26. ...to create yet more stories.

27. It’s a virtuous circle...and we can
index everything against the internet.

28. ...to sustain the story.
eCairn
conversation
mapping tool

29. what’s the payoff?
✤ peer-to-peer ‘collective intelligence’ means co-creation
participants (the community itself) has a stake in the library
strategic planning (and change) process
✤ ...and lead the ‘buy-in’ for the rest of the community as well
(sustainably, too!)
✤ story co-creation is the predicate for a self-sustaining, self-
identifying advocacy base for libraries
✤ ...our once and future allies/evangelists

30. it’s a beautiful thing
✤ (because of course libraries are collective intelligence
in action)

31. recap
✤ We tap into ‘collective intelligence’ around the idea of
library via small, diverse, autonomous collaborative
teams
✤ We capture and map the interactions of participants
contributing to the collective intelligence
✤ ...and we generate data frameworks to ‘see’ that
intelligence in actionable data…to build better stories

32. Thank you