This document provides an overview of Stephen Abram's presentation on technology in libraries at the Nevada Library Association Conference in October 2012. Abram discusses the opportunities libraries have to complement commercial search engines by focusing on their strengths like contextualizing information and understanding how users interact and learn. He outlines several trends affecting libraries like content fragmentation across formats, the rise of ebooks and ejournals, and the diversification of learning objects and user demographics. Abram also identifies 23 technologies that will significantly impact libraries, such as linked data, mobile devices, and analytics. He argues libraries need to focus on the user experience rather than collections and technology.

1. Head in the Clouds: Technology in Libraries
Stephen Abram MLS
Nevada Library Association Conference
Oct. 4, 2012

2. The prime directive:
It’s not about technology

3. This morning . . .
 I want to share a 2020 vision of what
the world of libraries, information and
learning should look like.
 I want to point to the 23 puzzle pieces
that have emerged in the past decade
that will materially affect our
opportunity and success.

5. The Opportunity
 To choose our future and create it, not
be victims of a juggernaut.
 Let’s not compete with Google, Bing
and Facebook!
 Let’s complement them based on our
strengths and their weaknesses.
 The last few times I did this with Roy
Tennant, Gary Price, etc. we . . .

6. The Market Weaknesses…
 Or Opportunity holes
 Commercial algorithm
 SEO, SMO
 The Content Spam Industry
 Follow Panda, Penguin, Blekko, etc.
 Ads, sponsored links, …
 Loss of “control”
 Quality versus selection

7. But first . . .
Some context...

9. Principles
Access means putting knowledge
anywhere and everywhere
it will be found & used by our customers.
Understand the difference between
physical access and intellectual access

11. Principles
Collaboration is
- the keystone of Knowledge,
- it requires that we partner with users,
- outcome driven – it’s the way the client uses & shares
- crosses and blurs lines

13. Principles
Libraries are a Learning Environment
- it learns from itself – the question economy survives
- it absorbs & adapts – product, content and structure
- it provides a learning imperative economic advantage

15. Principles: Our bread and butter
We deliver the …..So What …
-We understand how and why knowledge fits
-We can explain what it means and contextualize it
-We should know why & how users interact and learn

16. -We’ve got it
-We can get it
-We know how to deliver it

17. Principles …..More Bread and Butter
• We have it
• We can deliver it
• We know how to use it
• We can organize it so it fits user’s needs and context

19. Libraries
•Informing, Learning, Sharing, Discovering, Socializing…

20. Principles
• Research is one of the pieces but not all of them
• Note that books is a minor (but still critical) piece
• Respect all forms of knowledge
• It takes all of the pieces to complete the puzzle

21. Principles
So, let’s focus on the experience that is needed not
the one we feel comfortable with the most.
Our goal is to deliver ……….

22. …an experience in
every strategy

23. Library Megatrends

24. Trends Differ by Library
Sector
 All will be affected to a greater or lesser
degree by these trends and the impact will
be different but all are relevant to:
• Public Libraries
• Academic Research Libraries
• Community College Libraries
• School Libraries
• Specialized Libraries
• Consortia

25. Content Fragmentation
 Digitization’s real impact – non-fiction
 Format
 Print, ePUB, PDF, Kindle, etc. etc.
 CD, DVD, USB, etc. etc.
 Streaming
 Licenses, Open Access, Creative Commons, etc. etc.
 eBooks
 eJournals
 eContent
 Copyright Issues (NatGeo, Tasini, TPP, ACTA, SOPA, etc.
etc.)
 Author Lawsuits
 Citation fragmentation

26. Beyond Text
 Text
 Graphics & Charts
 Formulae
 Pictures
 Maps
 Video
 Audio
 Gamification
 Deep Data Mining
 Sharing – notes, highlights, reviews, opinions,
corrections, commentary
 Assessments
 Soundtracks
 Etc. etc.

27. Walled Gardens
 ILS
 CMS
 Cloud(s)
 Device dependencies
 Format dependencies (e.g. Kindle or PDF)
 Amazon
 Apple
 ADVICE . . .

28. Learning Object Diversification
and Fragmentation
 Textbooks
 eLearning
 Learning Management Systems & PLEs
 Cohort Learning Environments
 Presentation Systems
 Virtual Conference Environment
 Personal Learning Environments
 Collaboration Software
 MOOCs

29. End User Fragmentation
 Teens / Post-Millennials
 Millennials
 Other demographics
 Business versus Consumer
 The Device Divide
 Mobility
 Haves and Have-nots

30. Search Fragmentation
 Consumer Search
 Specialized Search
 Professional Search
 Semantic, Sentiment, Suggestion Search etc.
 Mobile search
 Social search
 Augmented Reality
 SEO
 SMO
 Content Spam
 Geo-location

31. Technology Fragmentation
 Feature Phones
 Smartphones
 Tablets
 Laptops
 Desktops
 Gaming stations
 Television
 E-Readers
 Internet of Things
 Browsers

34. The polarization of
discussion
Black and White
Dogmatic vs. Professional
positions on:
eBooks, access, copyright, etc.

35. Black & White

40. Recognize key shifts

41. Academic Research Libraries
 eLearning
 Repositories
 Content Archipelagos
 LibGuides
 Patron-driven acquisitions
 Information Fluency
 Demarcation between Undergrad, Grad and
Faculty/Staff strategies
 Copyright compliance
 E-Coursepacks and e-Reserves
 Strategic budgeting
 Partnerships

42. Community College and
Undergrad
 Information Literacy
 Distance education and eLearning
 Textbooks, Reserves, Coursepacks, e-
all
 MOOCs
 Mobility
 Collections for new degrees and
certifications

43. School Libraries
 Common Core
 21st Century Learning
 Future of the textbook
 Scaffolded Information Literacy / Fluency
 Filters
 Staff and Faculty relationships
 Classroom pages

44. Specialized Libraries
 Intranets
 MS SharePoint
 Relationship building
 Embedded Librarianship

45. Public Libraries
 Recommendations (LibraryThing for Libraries,
BiblioCommons, BookPsychic (Portland (Maine) PL)
 eBook issues and device training
 Community Glue
 Economic Impact
 Patron-driven acquisitions
 Experience Portals
 Programs
 Partnerships
 Education and Learning
 Literacy of all kinds

46. Consortia: Next Step
Cooperation
 DPLA
 Library Renewal
 EveryLibrary Advocacy PAC
 OCLC Linked Data
 CULC eBook Project (Canada)
 3M e-books (Penguin, CALIFA, Douglas
County initiatives)
 Cloud initiatives

47. So what is the answer?
Where are the real pain points?

49. Grocery Stores

50. Grocery Stores

51. Grocery Stores

52. Cookbooks, Chefs . . .

53. Cookbooks, Chefs . .
.

54. Meals

55. What is a library experience?
What differentiates an experience from a transaction?
What is an EXPERIENCE?
What differentiates libraries from Google/Bing?

56. The Evolution
of Answers

57. Why do people ask questions?
Is your library experience conceptually organized around answers and programs?
Or collections, technology and buildings?

58. Why do people ask questions?
 Who, What, When, Where
 How & Why
 Data – Information – Knowledge - Behavior
 To Learn or to Know
 To Acquire Information, Clarify, Tune
 To Decide, to Solve, to Choose, to Delay
 To Interview, Delve, Interact, Progress
 To Entertain or Socialize
 To Reduce Fear
 To Help, Aid, Cure, Be a Friend
 To Win A Bet

59. What are your top 10-20
questions?
What is the service portfolio
model that goes with those?

60. The top 23 most transformational bits

61. 23 Transformational Things
1. RDA (AACR2) and metadata
2. Linked Data, OCLC WorldCat +
3. SaaS, IaaS, PaaS
4. Enhanced eBooks
5. Amazon Cloud (Prime)
6. Licensed Databases
7. Geo-information, Geo-IP
8. eLearning Systems

62. 23 Transformational Things
9. Repositories
10. Intranets
11. Mobile (phones, tablets, computing)
12. Patron Data (LMS, ILS, Registries)
13. People Data (FB, LinkedIn, etc.)
14. LibGuides
15. OpenURL
16. Open Access

63. 23 Transformational Things
17. eBooks & eJournals disaggregation
18. HTML5 and mobile standards
19. Streaming Media & end of formats
20. Embedding
21. Persistent Links
22. Shared A-Z lists (like Summon)
23. Shared Analytics

64. Analytics

65. 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? How about discovery?
 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?
 What are the stories of the impact of library experiences?
 Are they happy? Will they come back? Tell a friend?

66. Techno-Agnosticism
 Browsers: IE, Chrome, Firefox, Safari…
 Devices: Macintosh, PC Desktops & Laptops…
 Mobile: Laptops, Tablets (iPad, Fire, etc.)…
 Mobile: Smartphones (iPhone, Blackberry,
Android, Windows, etc.)…
 Container: PDF, ePub, .mobi, Kindle, etc.
 Learning Management System: Blackboard,
WebCT, Angel, D2L, Moodle, Sakai, etc.
 Purchasing (Amazon, B&N, Chegg, Chapters
Indigo, CengageBrain, Apple Store, University
Textbook Store, etc.)

68. Alignment & Scary Players
 If libraries don’t develop it, who will?
 Apple (iTunes, iPhone, App Store, iBooks
…)
 Bookish, Pottermore, etc.
 Amazon (Prime, Cloud, Kindle…)
 Microsoft (8, Mobile)
 Google (Android, Ads, …)
 Facebook (F8, Apps, Privacy…)
 … LinkedIn, Twitter, Pinterest, etc.
 Blackboard, MOOCs, LMS, etc.

69. And, this should all be
invisible to the user.

70. The new
bibliography and
collection
development
KNOWLEDGE
PORTALS
KNOWLEDGE,
LEARNING,
INFORMATION &
RESEARCH
COMMONS

71. Small Successes
 TROVE (Australia)
 Bibliocommons
 LibraryThing, BookPsychic
 Google Books and WorldCat
 LibGuides
 Gale’s ed2go
 Cengage’s MindTap
 PowerSearch 2012 Algorithm

72. Putting our money where ...
 eTextbooks
 GVRL exploded  Our Principles:
 AccessMyLibrary  Device Agnostic
 MindTap  Browser Agnostic
 ed2go  No Walled Gardens
 In Context
 SEO free
 Biography in Context
 Ad free
 Opposing Viewpoints
 GREENR  More Analytics
 Career Transitions
 National Geographic Archive +
 ECCO, NCCO, PQ’s EEBO

73. The Virtuous Continuum
 Data
 Information
 Knowledge
“Information
 NOT WISDOM
only becomes
 Behaviour knowledge
through a
process called
learning”

74. Short Term Benefits
 Reduce the overhead of the back room
 Increase effectiveness and efficiency
 Reduce effort on strategically
misaligned activities
 Free up scarce library programmers for
efforts aligned with goals
 Align effort with vision and strategy
 Invest in staff professional
development and understanding

75. Long Term Benefits
 Viable alternative to Google, Bing, and
Facebook
 Real immersive discovery targeted at real
problems in context
 Neutrality rulez on devices
 Move beyond retrieval to research impact
 Research, curriculum, learning, and
community alignment
 Sustainable competitive advantage

76. In order to achieve success,
library culture must . . .
 Avoid B&W thinking  Be agnostic
 Avoid dogma &  Avoid polarization
fanboyism and be comfortable
 Be agile & nimble with shades of grey
 Be experimental  Collaborate, really.
 Temper risk  Embrace
management with trial boundarylessness
and error  Allow analytics to
 Move experiments into push progress and
wider adoption impact

77. In order to achieve success,
library culture must . . .
 Focus on the users in  Invest in scalable
context solutions
 Avoid broad-based retail  Focus on Sustainability
consumer strategies  Move from craft to
 Ask ourselves: “Is this industrial strength –
good for the whole eco- stop hand-knitting
system of information, every sweater
learning and  Don’t fear the BIG
communities?” vision.
 Be open  Stick to it.

79. Support Risk and Experiments

80. Take back
the
Strategy:
Rebalance

81. Print was complicated too

84. Libraries are the
Third Path

87. Smelly Or
Yellow Sex
Liquid Appeal?

88. Consider the Whole Experience

91. Until the lion learns to write her own story,
the story will always be from the
perspective of the hunter not the hunted.

96. Stephen Abram, MLS, FSLA
VP strategic partnerships and markets
Cengage Learning (Gale)
Cel: 416-669-4855
stephen.abram@cengage.com
Stephen’s Lighthouse Blog
http://stephenslighthouse.com
Facebook: Stephen Abram
LinkedIn / Plaxo: Stephen Abram
Twitter: sabram
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