Serving Teens and Young Adultsin the 21st Century                            Stephen Abram, MLS                    iSchool...
Me= Stephen Abram, MLS Stephen’s Lighthouse Blog, Librareo, etc. Author 2 dozen books & 1,000’s of articles and  columns...
Questions for Today1. Why serve young adults differently? Does it   matter?2. Is this the end of libraries as we know them...
So, what exactly is changing?Books     In a word:Media     EverythingMobility connected toCollections          your world!...
News Flash #1Librarians play a vital role in building the        critical connections between   information , knowledge an...
Very Big Secret                  The Elephant in the Room
Change can happen very fast
6 Things have Changed . . A LOT!1. Learners, Students, Scholars, Research   ers, Teachers, Professors, Cardholders,     Us...
“Choose . . .To be a victim and feel these changes are fated and blame storm                               OR Create the f...
As technology advances
Emboldened Librarians hold the key
Using Customer Mindsets to Explore          Strategic Needs             Librarians             Professors              ...
Personas DefinedPersonas are hypothetical representations of anatural grouping of users that drives decision-makingThey ar...
Examples: Doctors Nurses Lawyers Librarians Teachers Professors Administrators
Doctors
Nurses
Lawyers
Librarians
Conan the Librarian
Librarians 1918
Librarians
Don’t piss them off.                Ok, sure. We’ve all got our little preconceived                notions about who libra...
RELEVANCE
PROGRAMS
Confusing      theCustomer
What is the Sun?InfoTracGVRLGDLPowerSearchPersistent URLsTraining SupportApps, Webpages & MobileMarketing Support...
Gateways / Experience Portals1. Jobs & Careers (Career Transitions)2. Business3. Education PK-12 (In Context)4. Home, ...
HOW MANY MOONS ARE THERE INOUR SOLAR SYSTEM?
146 Moons plus 23 provisional moons   Earth              37. Euporie      76. Tarvos           115. Mab            2. S/2...
THE      Business                 Jobs &           GCL                 Careers        FUTURE                              ...
Don’t Sink into a Climate of Poverty
Is there still a future forlibraries in a web world?                  Yes, but . . .
Change: Are libraries  Future Ready?
1    2.0       Fill That Gap          3
What Are Libraries Really For?•   Community•   Learning•   Discovery•   Progress & Support•   Quality, Unbiased Answers•  ...
Key Strategic DirectionsCommunity Economic Support – SME’s, entrepreneurs, jobsK-2 Education Support – engaging the next...
PROGRAMS
Smelly     OrYellow     SexLiquid   Appeal?
Considering the Whole Experience
News Flash“The Internet and technology have    now progressed to their infancy”
My son: Zachary
News Flash  News FlashShift Happens
E-Learning
E-Learning
People
What We Never Really Knew Before                        27% of our users are under 18.                                   ...
People are Changing Demographic– Millennial, Boomer, Seniors Increased educational attainment & engagement eBooks outse...
People Have Changed Twitter & Facebook are dominated by the  middle aged Gaming too. . . Mothers in their 30’s Social n...
HaveStudentsChanged?
NextGen Differences   Increase in IQ - 15-25 Points   Brain & Developmental Changes   Eye Movement Changes   Massive B...
Discovery & Ideas
Has the future changed?Has our future changed?
COWS, etc.
The Future Discovered•   Stem Cells•   fMRI and The Brain•   Cloning•   Trucking and GPS•   Wind and other energy•   Nanot...
A 1965 iPhone
Can libraries keep up with change?Can you recall buying a 45?   Can you recall dials on TVs?   Can you recall dialling?
Books
What does all this mean? The Article level universe The Chapter and Paragraph Universe Integrated with Visuals – graphi...
Borders Kobo, B&N Nook, Amazon Kindle, Apple iPad, Sony, etc. . . .
Mobility
Broadband You must clearly understand the latest US FCC  Whitespace Broadband Decision – THIS IS  TRANSFORMATIONAL and go...
Grocery Stores
Cookbooks, Chefs . . .
Cookbooks, Chefs . . .
People Need Meals
Trans-Literacy: Move beyond reading & PC skills   Reading literacy       News literacy   Numeracy               Techno...
Can we frame the e-book issue sothat it can be addressed rationally?
MindMap: What is a book?                  1. Reading                  2. LearningReading           3. Pedagogy            ...
MindMap: What is a book?                  1.   Reading                  2.   Learning                  3.   Pedagogy      ...
Books
Fiction
Non-Fiction
Encyclopedia
Reference
Directories
Dictionaries
Textbooks
StealThisIdea
The Baker’s Dozen1. Health and Wellness / Community Health / Nutrition / Diet /    Recovery2. DIY Do It Yourself Activitie...
Library Goals  Be the Bee Or be the Hive     Care
Strategic Thinking for Libraries1.   Choosing a Future2.   Setting Phased Priorities3.   Making Choices4.   Taking Action5...
Choosing Top Priorities Suppose that in three years: Majority of library use will be virtual – yes even  rural! Majorit...
Be More Open to the Users’ Paths -           Filtering
What do we need to know? How do library databases and virtual services  compare with other web experiences? Who are our ...
ServeEveryone!
To whom do I listen and follow?   Justin Hoenke            Rebecca Jones & Jane   YALSA                     Dysart   M...
Stephen Abram, MLS, FSLAVP strategic partnerships and markets               Cengage Learning (Gale)                     Ce...
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U of t wendy`s class2012final

  1. 1. Serving Teens and Young Adultsin the 21st Century Stephen Abram, MLS iSchool University of Toronto Jan. 18, 2012
  2. 2. Me= Stephen Abram, MLS Stephen’s Lighthouse Blog, Librareo, etc. Author 2 dozen books & 1,000’s of articles and columns 100+ keynotes annually & Conference Committees Leader: CLA, OLA, AIIP, SLA, IIC ITAC, SSP, etc. Adjunct Professor and Academic board member Guest Professor at 100+ universities Library Journal Top 50 Influencer, Awards 2 kids, 8 nieces/nephews, etc. Awards . . . Advocate . . . Advisor
  3. 3. Questions for Today1. Why serve young adults differently? Does it matter?2. Is this the end of libraries as we know them?3. Is this change in learning permanent?4. Where is all this change taking us?5. Do people still value the book? Teens?6. What’s next for tech? Does it really change everything?7. What is the role for librarians with young people?
  4. 4. So, what exactly is changing?Books In a word:Media EverythingMobility connected toCollections your world!Libraries
  5. 5. News Flash #1Librarians play a vital role in building the critical connections between information , knowledge and learning.
  6. 6. Very Big Secret The Elephant in the Room
  7. 7. Change can happen very fast
  8. 8. 6 Things have Changed . . A LOT!1. Learners, Students, Scholars, Research ers, Teachers, Professors, Cardholders, Users, Members, Patrons, Clients, Cust omers2. Books The History of3. Media Unintended4. Mobility Consequences &5. Collections Unpredictability6. Libraries
  9. 9. “Choose . . .To be a victim and feel these changes are fated and blame storm OR Create the future we need and take collective responsibility for the conversation and development.” Find Reasons not Excuses.
  10. 10. As technology advances
  11. 11. Emboldened Librarians hold the key
  12. 12. Using Customer Mindsets to Explore Strategic Needs  Librarians  Professors  Teachers  & more
  13. 13. Personas DefinedPersonas are hypothetical representations of anatural grouping of users that drives decision-makingThey are not real people, but they represent realpeople.  They are defined by goals.  They focus on what is valuable to the user and subsequently on how he or she behaves. 17
  14. 14. Examples: Doctors Nurses Lawyers Librarians Teachers Professors Administrators
  15. 15. Doctors
  16. 16. Nurses
  17. 17. Lawyers
  18. 18. Librarians
  19. 19. Conan the Librarian
  20. 20. Librarians 1918
  21. 21. Librarians
  22. 22. Don’t piss them off. Ok, sure. We’ve all got our little preconceived notions about who librarians are and what they do. Many people think of librarians as diminutive civil servants, scuttling about “Sssh-ing” people and stamping things. Well, think again buster. Librarians have degrees. They go to graduate school for Information Science and become masters of data systems and human/computer interaction. Librarians can catalog anything from an onion to a dog’s ear. They could catalog you. Librarians wield unfathomable power. With a flip of the wrist they can hide your dissertation behind piles of old Field and Stream magazines. They can find data for your term paper that you never knew existed. They may even point you toward new and appropriate subject headings. People become librarians because they know too much. Their knowledge extends beyond mere categories. They cannot be confined to disciplines. Librarians are all-knowing and all-seeing. They bring order to chaos. They bring wisdom and culture to the masses. They preserve every aspect of human knowledge. Librarians rule. And they will kick the crap out of anyone who says otherwise.
  23. 23. RELEVANCE
  24. 24. PROGRAMS
  25. 25. Confusing theCustomer
  26. 26. What is the Sun?InfoTracGVRLGDLPowerSearchPersistent URLsTraining SupportApps, Webpages & MobileMarketing SupportEtc.
  27. 27. Gateways / Experience Portals1. Jobs & Careers (Career Transitions)2. Business3. Education PK-12 (In Context)4. Home, Hobbies5. Health & Wellness6. History7. Your Community & World (MyGovernment)FUTUREAdult Education(Lifelong Learning)Literature
  28. 28. HOW MANY MOONS ARE THERE INOUR SOLAR SYSTEM?
  29. 29. 146 Moons plus 23 provisional moons Earth 37. Euporie 76. Tarvos 115. Mab 2. S/2003 J3 1. Earths Moon 38. Orthosie 77. Ijiraq 116. Belinda 3. S/2003 J4 39. Sponde 78. Suttungr 117. Perdita 4. S/2003 J5 Mars 40. Kale 79. Mundilfari 118. Puck 5. S/2003 J9 2. Phobos 41. Pasithee 80. Albiorix 119. Cupid 6. S/2003 J10 3. Deimos 42. Hegemone 81. Skathi 120. Miranda 7. S/2003 J12 43. Mneme 82. Siarnaq 121. Francisco 8. S/2003 J15 Jupiter 44. Aoede 83. Thrymr 122. Ariel 9. S/2003 J16 4. Io 45. Thelxinoe 84. Narvi 123. Umbriel 10. S/2003 J18 5. Europa 46. Arche 85. Methone 124. Titania 11. S/2003 J19 6. Ganymede 47. Kallichore 86. Pallene 125. Oberon 12. S/2003 J23 7. Callisto 48. Helike 87. Polydeuces 126. Caliban 13. S/2010 J 1 8. Amalthea 49. Carpo 88. Daphnis 127. Stephano 14. S/2010 J 2 9. Himalia 50. Eukelade 89. Aegir 128. Trinculo 10. Elara 51. Cyllene 90. Bebhionn 129. Sycorax Saturn 11. Pasiphae 52. Kore 91. Bergelmir 130. Margaret 15. S/2004 S7 12. Sinope 53. Herse 92. Bestla 131. Prospero 16. S/2004 S12 13. Lysithea 93. Farbauti 132. Setebos 17. S/2004 S13 14. Carme Saturn 94. Fenrir 133. Ferdinand 18. S/2004 S17 15. Ananke 54. Mimas 95. Fornjot 19. S/2006 S1 16. Leda 55. Enceladus 96. Hati Neptune 20. S/2006 S3 17. Thebe 56. Tethys 97. Hyrrokkin 134. Triton 21. S/2007 S2 18. Adrastea 57. Dione 98. Kari 135. Nereid 22. S/2007 S3 19. Metis 58. Rhea 99. Loge 136. Naiad 23. S/2009 S1 20. Callirrhoe 59. Titan 100. Skoll 137. Thalassa 21. Themisto 60. Hyperion 101. Surtur 138. Despina 22. Megaclite 61. Iapetus 102. Greip 139. Galatea 23. Taygete 62. Erriapus 103. Jarnsaxa 140. Larissa 24. Chaldene 63. Phoebe 104. Tarqeq 141. Proteus 25. Harpalyke 64. Janus 105. Anthe 142. Halimede 26. Kalyke 65. Epimetheus 106. Aegaeon 143. Psamathe 27. Iocaste 66. Helene 144. Sao 28. Erinome 67. Telesto Uranus 145. Laomedeia 29. Isonoe 68. Calypso 107. Cordelia 146. Neso 30. Praxidike 69. Kiviuq 108. Ophelia 31. Autonoe 70. Atlas 109. Bianca 32. Thyone 71. Prometheus 110. Cressida 33. Hermippe 72. Pandora 111. Desdemona  Provisional Moons 34. Aitne 73. Pan 112. Juliet  35. Eurydome 74. Ymir 113. Portia  Jupiter 36. Euanthe 75. Paaliaq 114. Rosalind 1. S/2003 J2
  30. 30. THE Business Jobs & GCL Careers FUTURE Home & In Hobbies Health ContextWellness Our World History
  31. 31. Don’t Sink into a Climate of Poverty
  32. 32. Is there still a future forlibraries in a web world? Yes, but . . .
  33. 33. Change: Are libraries Future Ready?
  34. 34. 1 2.0 Fill That Gap 3
  35. 35. What Are Libraries Really For?• Community• Learning• Discovery• Progress & Support• Quality, Unbiased Answers• Research (Applied and Theoretical)• Cultural & Knowledge Custody / Conservation• Economic Impact
  36. 36. Key Strategic DirectionsCommunity Economic Support – SME’s, entrepreneurs, jobsK-2 Education Support – engaging the next ? generation of users, teen programsSupporting continuous learning, distance ed.Alliances and Partnerships (e.g. COC, etc.)Demographic alignments – Census, economic reports, changing sectors / industries, seniors…
  37. 37. PROGRAMS
  38. 38. Smelly OrYellow SexLiquid Appeal?
  39. 39. Considering the Whole Experience
  40. 40. News Flash“The Internet and technology have now progressed to their infancy”
  41. 41. My son: Zachary
  42. 42. News Flash News FlashShift Happens
  43. 43. E-Learning
  44. 44. E-Learning
  45. 45. People
  46. 46. What We Never Really Knew Before  27% of our users are under 18.  59% are female.  29% are college students. We often  5% are professors and 6% are teachers. believe a lot  On any given day, 35% of our users are there for the that isn’t true. very first time! Only 29% found the databases via the library website.  59% found what they were looking for on their first search.  72% trusted our content more than what they found on Google.  But, 81% still use Google.
  47. 47. People are Changing Demographic– Millennial, Boomer, Seniors Increased educational attainment & engagement eBooks outsell hard cover books, and will outsell paperbacks soon (2011) Some libraries are crediting most cardholder growth to e-book accessibility Personal device proliferation Some sectors are very tech-dominated (farming, cattle, trucking, natural resources…)
  48. 48. People Have Changed Twitter & Facebook are dominated by the middle aged Gaming too. . . Mothers in their 30’s Social networks fastest growing populations are seniors and will be more international and less urban and English. eBooks usage is largely middle-aged. Mobile data usage is growing beyond youth very quickly, workplace use is huge
  49. 49. HaveStudentsChanged?
  50. 50. NextGen Differences Increase in IQ - 15-25 Points Brain & Developmental Changes Eye Movement Changes Massive Behavioural Changes Major Decline in Crime Rates – 65%+ But still a 70% behavior overlap with Boomers (see Boomers & Beyond)
  51. 51. Discovery & Ideas
  52. 52. Has the future changed?Has our future changed?
  53. 53. COWS, etc.
  54. 54. The Future Discovered• Stem Cells• fMRI and The Brain• Cloning• Trucking and GPS• Wind and other energy• Nanotechnology• Robotics• Massive Book Digitization• Music• Translation• Streaming Media• Seed Bank
  55. 55. A 1965 iPhone
  56. 56. Can libraries keep up with change?Can you recall buying a 45? Can you recall dials on TVs? Can you recall dialling?
  57. 57. Books
  58. 58. What does all this mean? The Article level universe The Chapter and Paragraph Universe Integrated with Visuals – graphics and charts Integrated with ‘video’ Integrated with Sound and Speech Integrated with social web Integrated with interaction and not just interactivity How would you enhance a book?
  59. 59. Borders Kobo, B&N Nook, Amazon Kindle, Apple iPad, Sony, etc. . . .
  60. 60. Mobility
  61. 61. Broadband You must clearly understand the latest US FCC Whitespace Broadband Decision – THIS IS TRANSFORMATIONAL and going global Local wired, mobile access ‘everywhere’ to the home and workplace Geo-awareness: GIS, GPS, GEO-IP, etc. Wireless as a business strategy (Starbucks) Mobile dominates Largest generation
  62. 62. Grocery Stores
  63. 63. Cookbooks, Chefs . . .
  64. 64. Cookbooks, Chefs . . .
  65. 65. People Need Meals
  66. 66. Trans-Literacy: Move beyond reading & PC skills Reading literacy  News literacy Numeracy  Technology literacy Critical literacy  Information literacy Social literacy  Media literacy Computer literacy  Adaptive literacy Web literacy  Research literacy Content literacy  Academic literacy Written literacy  Reputation, Etc.
  67. 67. Can we frame the e-book issue sothat it can be addressed rationally?
  68. 68. MindMap: What is a book? 1. Reading 2. LearningReading 3. Pedagogy 4. Scaffolds 5. Research 6. Exploration 7. Reference 8. Engagement 9. Enjoyment 10.Evaluation
  69. 69. MindMap: What is a book? 1. Reading 2. Learning 3. Pedagogy 4. Research 5. Exploration 6. Reference 7. Engagement 8. Enjoyment 9. Evaluation
  70. 70. Books
  71. 71. Fiction
  72. 72. Non-Fiction
  73. 73. Encyclopedia
  74. 74. Reference
  75. 75. Directories
  76. 76. Dictionaries
  77. 77. Textbooks
  78. 78. StealThisIdea
  79. 79. The Baker’s Dozen1. Health and Wellness / Community Health / Nutrition / Diet / Recovery2. DIY Do It Yourself Activities and Car Repair3. Genealogy4. Test prep (SAT, ACT, occupational tests, etc. etc.)5. Legal Questions (including family law, divorce, adoption, etc)6. Hobbies, Games and Gardening7. Local History8. Consumer reviews (Choosing a car, appliance, etc.)9. Homework Help (grade school)10. Technology Skills (software, hardware, web)11. Government Programs, Services and Taxation12. Self-help/personal development13. Careers (jobs, counselling, etc.)
  80. 80. Library Goals Be the Bee Or be the Hive Care
  81. 81. Strategic Thinking for Libraries1. Choosing a Future2. Setting Phased Priorities3. Making Choices4. Taking Action5. Doing the Next Step6. Adjusting Tactics with Experience7. Seeking Feedback and Adjusting8. Measuring Progress
  82. 82. Choosing Top Priorities Suppose that in three years: Majority of library use will be virtual – yes even rural! Majority of Non-fiction Book circulation will be e- books and Fiction will split 50/50 – digital/print All learning will be blended and continuous DVD is circulation is dead and most other [physical formats in decline. Majority of questions will be virtual Use will be 20 / 40 / 40 (in house, virtual, mobile) Every user will be socially networked, connected and engaged
  83. 83. Be More Open to the Users’ Paths - Filtering
  84. 84. 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? 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? Are they happy? Will they come back? Tell a friend?
  85. 85. ServeEveryone!
  86. 86. To whom do I listen and follow? Justin Hoenke  Rebecca Jones & Jane YALSA Dysart Michael Stephens  Seth Godin Sara Houghton  Blake Carver Buffy Hamilton  JP Porcaro Bobbie Newman  Patrick Sweeney Gretchen Caserotti  Aaron Schmidt David Lee King  Don Tapscott  Aaron
  87. 87. Stephen Abram, MLS, FSLAVP 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 SlideShare: StephenAbram1

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