The document outlines various target personas in the context of library services and information management, including the Compass, Connector, Captain, Miner, Scout, and Infopro, each with distinct information needs and roles. It emphasizes the importance of libraries evolving beyond mere information commodification to enhance user experiences and effectively utilize social media. Overall, it advocates for strategic positioning and adaptability in the library sector to meet modern demands and expectations.

1. #Occupythelibrary
Who is your target?
How are you positioned?
What is your destination?

2. Commodity, goods, service or
experience?
• “…move beyond
thinking of our primary
product as just a
commodity to which we
offer access”

4. Experiences
Services
Goods
Commodities

9. Where are you?
Goods Experiences
Commodities Services

10. Target: The Compass
• This strategic thinker has the big picture in
mind and uses research and information
gathering to make informed decisions about a
company’s future. Compasses are able to
identify growth and investment opportunities
from a mile away and need access to
information — both recent and historical. This
professional sets the organization up for
success by initiating the research and
analyzing it.

11. Target: The connector
• This well networked individual lives and
breathes news and information. As a “go-to”
source of information for others, their
personal and professional interests overlap—
in fact, they may be resident workaholics.
These individuals require access to a broad
range of information from different sources
including social media, print and online
news, research, TV/Radio etc..

12. Target: The Captain
• Captains need information quickly to make
near-term tactical decisions and longer-term
strategic decisions and set goals. Captains
initiate, delegate and receive/review research
conducted by mid-level and junior staff. They
also conduct initial research and then pass it
off to their colleagues to look into further.

13. Target: The Miner
• The Miner: The Miner wants targeted
information to stay on top of current events
particular to their industry, clients and
competitors. They’re often known for digging
up and gathering information independently
to make sure it’s pertinent, accurate and
credible.

14. Target: The Scout
• Scouts are reactive and make things happen.
They’re focused on the deliverables and their
research behaviors are triggered by events
and projects. Typically given assignments for
review, they’re always monitoring specific
topics or keywords to report to their superiors
as-it-happens.

15. Target:InfoPro
• The InfoPro is the one that lives and breathes
research and information. Methodical in their
thinking, these individuals identify, retrieve
and analyze information to determine the
connection between words, numbers, ideas
and people.

16. Describe your targets?
• The Compass
• The connector
• The Captain
• The Miner
• The Scout
• InfoPro

17. Position
“…As a profession that mediates information
from source to user—not unlike newspapers and
travel agents—our future challenge is avoiding
marginalization. We must determine how we fit
into a world that defines an exceptional user
experience as memorable, unique, and
exquisitely simple.”
Steven Bell

18. Taken from Digital Footprints
by Czerniewicz who adapted
this honeycomb from
PRESENCE
Social media? Get serious!
How do we position Understanding the functional
Extent to which
ourselves? you as the
building blocks of social media
Jan H. Kietzmann, Kristopher
librarian are Hermkens, Ian P.
visible to others McCarthy, Bruno S. Silvestre
SHARING CONNECTIONS Business Horizons (2011)
online
54, 241—251
Extent to which The extent to
you allow users which you relate
to exchange and to others in your
distribute your IDENTITY network
information
The extent to
which others can
identify you
online as a
CONVERSATIONS REPUTATION
librarian
Extent to which Your online
others engage standing and the
with you and extent to which
you with others GROUPS you influence
others
The extent of
your
engagement
with
communities

19. Identity
• Tools and • http://www.Klout.com
• http://www.Spezify,com
controls for
• Google Alerts
self • http://www.dandyid.org
promotion

20. Conversations
Extent to which • http://www.paltalk.com
others engage • http://www.oovoo.com
with you and • http://www.imvu.com
you with others • http://www.twitter.com
• http://www.skype.com

21. Sharing
• The extent to • http://sketchfu.com
• http://www.deviantart.com
which you
• http://www.flickr.com
allow users to • http://www.slideshare.net
exchange and • http://www.youtube.com
distribute
your
information

22. Presence
• The extent that • http://www.foursquare.com
• http://www.gowalla.com
others can know
if you are
accessible

23. Connections
• Forms of • http://www.friendsreunited.com
associations • http://www.myspace.com
that leads to • http://www.facebook.com
• http://www.linkedin.com
conversation, s
• http://www.bebo.com
haring, meeting • http://www.ning.com
s or “friends” • http://learnhub.com/

24. Reputation
Your online • http://www.blogger.com/
• http://www.wordpress.com
standing and the
• http://www.tumblr.com
extent to which • http://edublogs.org/
you influence http://twitter.com
others

25. Where are you
positioned?
Social Technographics

26. Where is this library
positioned? Imposed
Policies
Collegial Bureaucratic
Freedom Control
Enterprise Corporate
Chosen
Policies

27. Control & Innovation
• Strategies driven by technology will find their
processes constrained by their adopted
technologies (Stiles)
• Unfamiliar requirements on unprepared staff

28. Position & Target
• Libraries are tremendously challenged to
provide memorable user experiences. For a
start, we tend to focus on the commodity. Our
commodity is information and when we allow
ourselves to be identified primarily as an
outlet for books and e-content we condemn
ourselves to the lower rungs of the user
experience.

29. Traditional library

30. Virtual library

31. Mobile Library

32. Participative Library

33. Where do you want to be?
How are you positioned?
Who is
your
target?

34. Derek Moore
@weblearning
THANK-YOU

35. Credits
• Thanks to @Zaana (Zaana Howard) for resources, thoughts and conversations
References
• Bell, S. (2008) Design Thinking - [Accessed 20 Oct 2011]
http://stevenbell.info/pdfs/ALdesignarticle.pdf
• Bernoff, J., & Li, C. (2010) Social Technographics - [Accessed 20 Oct 2011]
http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-
the-ladder.html
• Griffith , T. (201) The six data-savvy work personas [Accessed 20 Oct 2011]
http://gigaom.com/collaboration/the-six-data-savvy-work-personas/
• [Accessed 20 Oct 2011] http://gigaom.com/collaboration/the-six-data-savvy-work-
personas/
• Kietzmann, J.H., Hermkens, K., McCarthy, I.P., & Silvestre, B.S. 2011. Social Media?
Get Serious! Understanding the Functional Building Blocks of Social Media.
Business Horizons, 54, 241-251 [Accessed 20 Oct 2011]
http://www.beedie.sfu.ca/Files/PDF/research/2011_Social_Media_BH.pdf
• Pine, J., II, & Gilmore, J.(1998). Welcome to the experience economy. Howard
Business Review, 76 (4), 97-105. [Accessed 20 Oct 2011] http://red-
tape.info/Images/Welcome to the Experience Economy Pine and Gilmore.pdf

36. Image Credits
• Slide 2 – CC Attribution Share Alike Some rights
reserved by Shishberg
• Slide 6 – Adbusters Poster
• Slide 7 – CC Attribution Share Alike Some rights
reserved by listentomyvoice
• Slide 17 - CC Attribution Noncommercial No Derivative
Works Some rights reserved by Rodrigo Vera
• Slide 28 - CC Attribution Some rights reserved by Dave
Hamster
• Slide 29 – CC Some rights reserved by ttcopley