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Top Library Strategies for Success
                         in the 21st Century (not 1999)

                                                        Stephen Abram, MLS
                                                  Indiana Library Federation
                                                              Fort Wayne, IN
These slides are available at Stephen’s Lighthouse blog        Nov. 14, 2011
Avoid the Climate of Poverty
Money is not the key.
Ilf fort wayneprecon
Strategic Choice

Are there too many choices?
Will disagreements about the
future freeze the process?
OCCUPY
Is there still life in
libraries in a web world?

                 Yes, but . . .
Change: Are libraries
  Future Ready?
News Flash

  News Flash



Shift Happens
7 Gifts to Libraries, Publishers & Booksellers

1. The book isn’t dead or dying. It is evolving.
2. Our users/customers are improving.
3. Technology is going social and can support social
   acts.
4. The PC isn’t dead, but, again, it’s evolving and more
   mobile.
5. We know more about our customers than ever
   before.
6. Talent, Insight, Community, have social value.
7. Opportunities always exist more in times of change
Can You Stand Out in a Crowd?
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Questions for Libraries & Publishers Today:
1. Are our priorities right?
2. Are learning, research, discovery changing
   materially and what is actually changing?
3. Books. Meh.
4. What is the role of information and
   recreational reading in the real future (that is
   not an extension of the past)?
5. Are we for the 21st Century world that will be
   or the 20th Century one that was?
What Are Libraries Really For?

•   Community
•   Learning
•   Discovery
•   Progress
•   Research (Applied and Theoretical)
•   Cultural & Knowledge Custody / Conservation
•   Economic Impact
Challenge 1
  Books
Fiction
NonFiction
Reading
Why do people read?
Why do people read?
1.    To learn
2.    To engage in hearing other’s opinions (to agree or disagree or understand)
3.    To develop more knowledge about myself and develop as a whole person
4.    To be entertained and laugh, to engage and interact
5.    To address boredom and the inexorable progress of time
6.    To research and keep up-to-date
7.    To participate well in civil society (everything from news to voting)
8.    To be informed (and maybe smarter)
9.    To understand others (individually and culturally)
10.   To escape our day-to-day lives
11.   To stimulate the imagination and be inspired or spiritual
12.   To write and communicate better through reading others
13.   To teach
14.   To have something to talk about
15.   To connect with like-minded people
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Challenge 2
DVD/CDRO
Challenge 3
Positioning
Smelly     Or
Yellow     Sex
Liquid   Appeal?
Challenge 4
 Schools
Challenge 5
Distance Ed
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Challenge 6
  Search
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Content Spam
List of content farms and general spammy
                   user generated content sites:
   All Experts (allexperts.com)                  Experts Exchange (experts-exchange.com)
   Answers (answers.com)                         eZine Articles (ezinearticles.com)
   Answer Bag (answerbag.com)                    Find Articles (findarticles.com)
   Articles Base (articlesbase.com)              FixYa (fixya.com Helium (helium.com)
   Ask (ask.com)                                 Hub Pages (hubpages.com)
   Associated Content (associatedcontent.com)    InfoBarrel (infobarrel.com)
   BizRate (bizrate.com)                         Livestrong (livestrong.com)
   Buzle (buzzle.com)                            Mahalo (mahalo.com)
   Brothersoft (brothersoft.com)                 Mail Archive (mail-archive.com)
   Bytes (bytes.com)                             Question Hub (questionhub.com)
   ChaCha (chacha.com)                           Squidoo (squidoo.com)
   eFreedom (efreedom.com)                       Suite101 (suite101.com)
   eHow (ehow.com)                               Twenga (twenga.com)
   Essortment (essortment.com)                   WiseGeek (wisegeek.com)
   Examiner (examiner.com)                       Wonder How To (wonderhowto.com)
   Expert Village (expertvillage.com)            Yahoo! Answers (answers.yahoo.com)
   )                                             Xomba (xomba.com)
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Challenge 7
Experiences
The Baker’s Dozen: LVA Top 13

1. Health and Wellness / Community Health / Nutrition / Diet /
    Recovery
2. DIY Do It Yourself Activities and Car Repair
3. Genealogy
4. Test prep (SAT, ACT, occupational tests, etc. etc.)
5. Legal Questions (including family law, divorce, adoption, etc)
6. Hobbies, Games and Gardening
7. Local History
8. Consumer reviews (Choosing a car, appliance, etc.)
9. Homework Help (grade school)
10. Technology Skills (software, hardware, web)
11. Government Programs, Services and Taxation
12. Self-help/personal development
13. Careers (jobs, counselling, etc.)
14. Readers Advisory was 14th
The new
bibliography and
    collection
  development




                     KNOWLEDGE
                       PORTALS
                    KNOWLEDGE,
                      LEARNING,
                   INFORMATION &
                      RESEARCH
                      COMMONS
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Challenge 8
 Literacy
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.
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Challenge 9
 Economy
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Challenge
   11
The Evolution
 of Answers
Sensemaking: Too much choice
Grocery Stores
Grocery Stores
Grocery Stores
Cookbooks, Chefs . . .
Cookbooks, Chefs . . .
Meals
Why do people ask questions?
What are your top 10-20 questions?
What is the service portfolio model
      that goes with those?
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Challenge
   12
Mobility: Where
the Patron Is
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Challenge
   13
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Challenge
   14
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Take
 back the
Strategy:
Rebalanc
        e
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Cafe
Press
Challenge
   15
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The Essential Definitions
Advocacy is Different

 Public Relations is getting your libraries
 message across – This is who we are and what
 we do, where and for whom.
 Marketing is understanding your customer
 and how to best deliver services and products
 Advocacy is marketing an ISSUE. Support and
 awareness are built incrementally. Advocacy is
 an agenda and not an event!
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Ask Yourself . . .
 How do libraries differ as an issue?
From the listeners point of view and
             experience.
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Selling Ideas
You are engaging in an INFLUENCE agenda.
        Selling is not a dirty word!
        Politics is not a dirty word!
Essentials for Advocacy

 Someone who needs to care
 Courage
 Trustworthy
 Passion
 Belief
 Proofs
 Stories and Knowledge
 Respect for whom you need to influence
 Understanding beyond caricature (e.g.
 Politicians, the “Boss”, Teens, Seniors, The
 “Public”, Vendors...)
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Speak Up!
Libraries
 Are Social
Institutions
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The Virtual Handout

 The Value of Public Libraries
  http://stephenslighthouse.com/2010/04/06/the-value-of-
  public-libraries/
 The Value of School Libraries
  http://stephenslighthouse.com/2010/04/06/the-value-of-
  school-libraries/
 The Value of Academic and College Libraries
  http://stephenslighthouse.com/2010/04/07/value-of-
  academic-and-college-libraries/
 The Value of Special Libraries
  http://stephenslighthouse.com/2010/04/07/value-of-
  special-libraries/
 Library Advocacy: Save the Library Campaigns
  http://stephenslighthouse.com/2010/04/01/save-the-
  library-campaigns/
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Learn to tell a
      story for
influence and
       not just
   Information
           and
entertainment
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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 or Google+: Stephen Abram
      LinkedIn / Plaxo: Stephen Abram
                        Twitter: sabram
           SlideShare: StephenAbram1

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Ilf fort wayneprecon

  • 1. Top Library Strategies for Success in the 21st Century (not 1999) Stephen Abram, MLS Indiana Library Federation Fort Wayne, IN These slides are available at Stephen’s Lighthouse blog Nov. 14, 2011
  • 2. Avoid the Climate of Poverty
  • 3. Money is not the key.
  • 5. Strategic Choice Are there too many choices? Will disagreements about the future freeze the process?
  • 7. Is there still life in libraries in a web world? Yes, but . . .
  • 8. Change: Are libraries Future Ready?
  • 9. News Flash News Flash Shift Happens
  • 10. 7 Gifts to Libraries, Publishers & Booksellers 1. The book isn’t dead or dying. It is evolving. 2. Our users/customers are improving. 3. Technology is going social and can support social acts. 4. The PC isn’t dead, but, again, it’s evolving and more mobile. 5. We know more about our customers than ever before. 6. Talent, Insight, Community, have social value. 7. Opportunities always exist more in times of change
  • 11. Can You Stand Out in a Crowd?
  • 18. Questions for Libraries & Publishers Today: 1. Are our priorities right? 2. Are learning, research, discovery changing materially and what is actually changing? 3. Books. Meh. 4. What is the role of information and recreational reading in the real future (that is not an extension of the past)? 5. Are we for the 21st Century world that will be or the 20th Century one that was?
  • 19. What Are Libraries Really For? • Community • Learning • Discovery • Progress • Research (Applied and Theoretical) • Cultural & Knowledge Custody / Conservation • Economic Impact
  • 20. Challenge 1 Books
  • 22. Why do people read?
  • 23. Why do people read? 1. To learn 2. To engage in hearing other’s opinions (to agree or disagree or understand) 3. To develop more knowledge about myself and develop as a whole person 4. To be entertained and laugh, to engage and interact 5. To address boredom and the inexorable progress of time 6. To research and keep up-to-date 7. To participate well in civil society (everything from news to voting) 8. To be informed (and maybe smarter) 9. To understand others (individually and culturally) 10. To escape our day-to-day lives 11. To stimulate the imagination and be inspired or spiritual 12. To write and communicate better through reading others 13. To teach 14. To have something to talk about 15. To connect with like-minded people
  • 27. Smelly Or Yellow Sex Liquid Appeal?
  • 31. Challenge 6 Search
  • 34. List of content farms and general spammy user generated content sites:  All Experts (allexperts.com)  Experts Exchange (experts-exchange.com)  Answers (answers.com)  eZine Articles (ezinearticles.com)  Answer Bag (answerbag.com)  Find Articles (findarticles.com)  Articles Base (articlesbase.com)  FixYa (fixya.com Helium (helium.com)  Ask (ask.com)  Hub Pages (hubpages.com)  Associated Content (associatedcontent.com)  InfoBarrel (infobarrel.com)  BizRate (bizrate.com)  Livestrong (livestrong.com)  Buzle (buzzle.com)  Mahalo (mahalo.com)  Brothersoft (brothersoft.com)  Mail Archive (mail-archive.com)  Bytes (bytes.com)  Question Hub (questionhub.com)  ChaCha (chacha.com)  Squidoo (squidoo.com)  eFreedom (efreedom.com)  Suite101 (suite101.com)  eHow (ehow.com)  Twenga (twenga.com)  Essortment (essortment.com)  WiseGeek (wisegeek.com)  Examiner (examiner.com)  Wonder How To (wonderhowto.com)  Expert Village (expertvillage.com)  Yahoo! Answers (answers.yahoo.com)  )  Xomba (xomba.com)
  • 37. The Baker’s Dozen: LVA Top 13 1. Health and Wellness / Community Health / Nutrition / Diet / Recovery 2. DIY Do It Yourself Activities and Car Repair 3. Genealogy 4. Test prep (SAT, ACT, occupational tests, etc. etc.) 5. Legal Questions (including family law, divorce, adoption, etc) 6. Hobbies, Games and Gardening 7. Local History 8. Consumer reviews (Choosing a car, appliance, etc.) 9. Homework Help (grade school) 10. Technology Skills (software, hardware, web) 11. Government Programs, Services and Taxation 12. Self-help/personal development 13. Careers (jobs, counselling, etc.) 14. Readers Advisory was 14th
  • 38. The new bibliography and collection development KNOWLEDGE PORTALS KNOWLEDGE, LEARNING, INFORMATION & RESEARCH COMMONS
  • 42. 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.
  • 50. Challenge 11
  • 51. The Evolution of Answers
  • 58. Meals
  • 59. Why do people ask questions?
  • 60. What are your top 10-20 questions? What is the service portfolio model that goes with those?
  • 62. Challenge 12
  • 65. Challenge 13
  • 67. Challenge 14
  • 72. Challenge 15
  • 75. Advocacy is Different  Public Relations is getting your libraries message across – This is who we are and what we do, where and for whom.  Marketing is understanding your customer and how to best deliver services and products  Advocacy is marketing an ISSUE. Support and awareness are built incrementally. Advocacy is an agenda and not an event!
  • 79. Ask Yourself . . . How do libraries differ as an issue? From the listeners point of view and experience.
  • 81. Selling Ideas You are engaging in an INFLUENCE agenda. Selling is not a dirty word! Politics is not a dirty word!
  • 82. Essentials for Advocacy  Someone who needs to care  Courage  Trustworthy  Passion  Belief  Proofs  Stories and Knowledge  Respect for whom you need to influence  Understanding beyond caricature (e.g. Politicians, the “Boss”, Teens, Seniors, The “Public”, Vendors...)
  • 95. The Virtual Handout  The Value of Public Libraries http://stephenslighthouse.com/2010/04/06/the-value-of- public-libraries/  The Value of School Libraries http://stephenslighthouse.com/2010/04/06/the-value-of- school-libraries/  The Value of Academic and College Libraries http://stephenslighthouse.com/2010/04/07/value-of- academic-and-college-libraries/  The Value of Special Libraries http://stephenslighthouse.com/2010/04/07/value-of- special-libraries/  Library Advocacy: Save the Library Campaigns http://stephenslighthouse.com/2010/04/01/save-the- library-campaigns/
  • 102. Learn to tell a story for influence and not just Information and entertainment
  • 105. 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 or Google+: Stephen Abram LinkedIn / Plaxo: Stephen Abram Twitter: sabram SlideShare: StephenAbram1