Coming Out. Making the Virtual Library Visible in Today s World. Dr Grace Saw and Janine Schmidt

Transcription

1 Coming Out Making the Virtual Library Visible in Today s World Dr Grace Saw and Janine Schmidt 5 June 2014 IATUL Conference. Aalto University. Measures for Success 1

2 The Invisible Library As libraries become more embedded in the information infrastructure of universities, communities, governments, corporations, and other entities, the less visible they may become to their users, funders, and policy-makers. Libraries must be integral components of the information infrastructure of their organizations if they are to provide the most effective, efficient, and appropriate services to their user communities. Independence and isolation are not suitable alternatives. (Borgman, Christine L. The invisible library; paradox of the global information infrastructure Library Trends Vol. 51, No. 4, Spring 2003, pp June 2014 IATUL Conference. Aalto University. Measures for Success 2

3 Retail is in trouble...shops are becoming invisible June 2014 IATUL Conference. Aalto University. Measures for Success 3

4 Has the Library become invisible? Everything free on Internet Users go elsewhere for information (University Leadership Council) Library lower in institutional hierarchy Information search does not begin with the Library Librarians not visible in physical library and difficult to find on website Library enterprise is not too big to fail June 2014 IATUL Conference. Aalto University. Measures for Success 4

5 Our topic and our inspiration Positioning the Library Today s world Virtually invisible virtual library LEGO story and movie Learnings for the Library Library s role today Marketing the Library Flipping the Library June 2014 IATUL Conference. Aalto University. Measures for Success 5

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7 On the other hand... Pew Research Study People love their libraries Libraries rebranded as technology hubs Public relations problem and an opportunity June 2014 IATUL Conference. Aalto University. Measures for Success 7

8 Today s world Constant change, uncertainty, disruption and discomfort Less money, downsizing, pressures for accountability Cloudy, mobile world with wearable technology In Google we trust E-everything, democratization of knowledge, games User engagement and social media New modes of research, teaching and learning June 2014 IATUL Conference. Aalto University. Measures for Success 8

9 Today s educational world New business models Online, hybrid and collaborative learning, MOOCs Data-driven learning and assessment, use of learning analytics Students becoming creators of content not consumers of information Low digital literacy of faculty Flipped classroom Increased use of social media, games and gamification, virtual assistants (Horizon Report 2014 ( June 2014 IATUL Conference. Aalto University. Measures for Success 9

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11 The LEGO group Privately held family company founded in Denmark, 1932 Development of children s creativity through playing and learning Provides toys, experiences and teaching materials in 130 countries LEGO = leg godt, play well is about expectations, accountability, quality and originality We want to maximize the positive impact we have on human beings and society, and to continue to provide children all over the world with high quality and creative play experiences June 2014 IATUL Conference. Aalto University. Measures for Success 11

12 The LEGO promise June 2014 IATUL Conference. Aalto University. Measures for Success 12

13 LEGO brand values Imagination dreaming, curiosity, what if? Creativity new, surprising, valuable ideas and things Fun full engagement in goal achievement, surprising Learning improvise, discover, hands-on and minds-on Caring going extra mile, not thinking less of ourselves but thinking of ourselves less Quality trusted, continuous improvement June 2014 IATUL Conference. Aalto University. Measures for Success 13

14 Who are LEGO s clients? Children all ages Young people Parents Grandparents Teachers, Educators Librarians Potential partners June 2014 IATUL Conference. Aalto University. Measures for Success 14

15 LEGO connects June 2014 IATUL Conference. Aalto University. Measures for Success 15

16 LEGO products and services Toys - extensive range, wide appeal Clubs Games Videos Entertainment parks, LEGOland, education centres Building instructions Online shop - multiple search paths Create and share June 2014 IATUL Conference. Aalto University. Measures for Success 16

17 Marketing is still about Identifying customer needs Providing products and services to meet needs Communicating value to customers At affordable price in comfortable place easy to use Ensuring take-up or sales Product, Promotion, Price, Place, Process, Physical environment, People, Positioning (Solution, Information, Value, Access) June 2014 IATUL Conference. Aalto University. Measures for Success 17

18 Marketing Relationship marketing Content marketing Branding Advocacy Market segmentation development of personas Digital marketing Rich snippets Social media Mobile devices June 2014 IATUL Conference. Aalto University. Measures for Success 18

19 Learnings for Libraries from LEGO So what? Proud missions, vision and traditions Similar brand values Strong leadership and teamwork Products and services Wide range of clients with diverse needs Market via website Build partnerships Operate globally Seek sustainability Why not? June 2014 IATUL Conference. Aalto University. Measures for Success 19

20 Library clients Do not carry pencils and notebooks Readers becoming writers, viewers, listeners, networkers, creators Look up rather than view in depth Seek ideas, inspiration, solutions, solitude, company, solace, information Blend formal and informal learning, learn from doing hands on, minds on Have trouble finding and using information June 2014 IATUL Conference. Aalto University. Measures for Success 20

21 What do library clients want? Coordination of services Literacy programs Separate spaces Comfortable spaces Broader selection of e- books Maker spaces Interactive learning experiences Access to technology Digitization of family treasures Online help from home Friendly helpful staff Borrow books Automated self-operated services (The reinvention of libraries. June 2014 IATUL Conference. Aalto University. Measures for Success 21

22 What do clients want? Everything delivered on time and on target Personalised services just for me Answers to questions, solutions to problems, High tech, high touch dial up not get up Surroundings and experiences Training and motivation Understanding, empathy- I do not care how much you know until I know how much you care Know what they get, but not what they could get June 2014 IATUL Conference. Aalto University. Measures for Success 22

23 What are the Library s products and services? Lending, onsite use and offsite use of books, e and real, video, streaming and real, audio, vodcasts, podcasts, equipment, rooms Facilities individual, quiet and group space, auditoriums, meeting, makerspaces Knowledge, information, learning, inspiration, updating Skills and training programs in locating, reading, writing and using effectively information resources Guidance, help in person, online, ask-a-librarian, chat, FAQs Computers, printers, scanners Time- and money-saving access to ideas, learning, solutions and factual data Resource discovery self-service tools Links to mobile devices Wikipedeans, wikimedians, crowdsourcing June 2014 IATUL Conference. Aalto University. Measures for Success 23

24 What are the Library s products and services? Exhibitions, real and virtual Data management, digital repositories, research analytics E-publishing Online reserve, e-textbooks in learning management systems Community engagement blogs, links to social media e.g. Facebook, Twitter, Pinterest, Instagram Access to world of knowledge in words, sound and images Blogs, mash-ups, apps Demand driven acquisition and client built collections Successful learning and research experiences, interpretation, customisation and delivery of information June 2014 IATUL Conference. Aalto University. Measures for Success 24

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30 How does the Library promote and position its services? Excellent services and products under-utilized Learn from LEGO and others Trade on brand values Imagination, creativity, fun, learning, caring, quality, integrity, warmth, friendliness, excellence, objectivity, reliability Use content marketing, tell stories Embedded and roving librarians Personalized services Online availability of staff June 2014 IATUL Conference. Aalto University. Measures for Success 30

31 Some positioning statements and value propositions 1 st information stop Find facts fast Success and solutions from your library Connecting you locally and globally Linking you to information Explore the world s knowledge Bringing the world to you Your library in your pocket June 2014 IATUL Conference. Aalto University. Measures for Success 31

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37 Make the library website more effective Identify products and services clearly Target key clients and feature products and services Use feedback and analyse use and enquiries Check labelling and information architecture Clarity, conciseness, consistency Use professional graphics and visuals Work with partnership websites Rich snippets improve searchability June 2014 IATUL Conference. Aalto University. Measures for Success 37

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40 Flipping the Library Focus on the client Lead with voice and vision Provide problem based services Deliver personalized services Maximize use of social media Forge partnerships Develop staff June 2014 IATUL Conference. Aalto University. Measures for Success 40

41 Lego movie messages Master builders leading with clear visions and creativity Optimism, cheerfulness, no negativity, believe in yourself Any idea is a good idea, even weird ideas Find the piece of resistance Trust your instincts unless they are terrible! Stick together, side by side, work together People inspired by each other, teamwork June 2014 IATUL Conference. Aalto University. Measures for Success 41

42 The challenge The library has a visibility and brand challenge. On the one hand, services need to be available which integrate well with personal and other work environments, and consequently, may be less visible to the user. At the same time, the continued competition for resources means that the library needs to be as visible as possible. This is not easy and calls for heightened marketing engagement and local political skills. The library needs a brand which is meaningful and engaging, which communicates its value, and which transcends the caricatural impression many have based around the building and print collections. (Dempsey, 2009) June 2014 IATUL Conference. Aalto University. Measures for Success 42

43 kiitos paljon June 2014 IATUL Conference. Aalto University. Measures for Success 43