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Future Ready Libraries:Seducing the Customer
Stephen Abram, MLSCLRC: Central NY Library Resources Council
Syracuse, NYOct. 6, 2011These slides are available at Stephen’s Lighthouse blog
Change
Reducing Suspense:And the answer is . . . .
se·duc·tion (s-dkshn) n. 1. a. The act of seducing.
b. The condition of being seduced.2. Something that seduces or has the qualities to seduce; an enticement.
[Latin sducti, sductin-, from sductus, past participle of sdcere, to lead astray : s-, apart; see s(w)e- in Indo-European roots + dcere, to
lead; see deuk- in Indo-European roots.]
SmellyYellowLiquid
OrSex
Appeal?
It’s the Whole Experience
News Flash “The Internet and technology have now
progressed to their infancy”
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
Change can happen very fast
Gift #1
The Evolutionof Books
GBS
Launched in US on June 30th
Back Office: Baker & Taylor
Expected Launch Fall 2011
Launched July 2011
$15 Billion Franchise
Amazon eBook Subscriptions
Can we frame the e-book issue so that it can be addressed rationally?
Why do people read?
Why do people read?1. To learn2. 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 person4. To be entertained and laugh, to engage and interact5. To address boredom and the inexorable progress of time6. To research and keep up-to-date7. 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 lives11. To stimulate the imagination and be inspired or spiritual12. To write and communicate better through reading others13. To teach14. To have something to talk about15. To connect with like-minded people
Fiction
Non-Fiction
Borders Kobo, B&N Nook, Amazon Kindle, Apple iPad, Sony Reader, etc. . . .
Gift #2
Content Spam
Trans-Literacy: Move beyond reading & PC skills Reading literacy Numeracy Critical literacy Social literacy Computer literacy Web literacy Content literacy Written literacy
News literacy Technology literacy Information literacy Media literacy Adaptive literacy Research literacy Academic literacy Reputation, Etc.
List of content farms and general spammy user generated content sites:
All Experts (allexperts.com) Answers (answers.com) Answer Bag (answerbag.com) Articles Base (articlesbase.com) Ask (ask.com) Associated Content (associatedcontent.com) BizRate (bizrate.com) Buzle (buzzle.com) Brothersoft (brothersoft.com) Bytes (bytes.com) ChaCha (chacha.com) eFreedom (efreedom.com) eHow (ehow.com) Essortment (essortment.com) Examiner (examiner.com) Expert Village (expertvillage.com) )
Experts Exchange (experts-exchange.com) eZine Articles (ezinearticles.com) Find Articles (findarticles.com) FixYa (fixya.com Helium (helium.com) Hub Pages (hubpages.com) InfoBarrel (infobarrel.com) Livestrong (livestrong.com) Mahalo (mahalo.com) Mail Archive (mail-archive.com) Question Hub (questionhub.com) Squidoo (squidoo.com) Suite101 (suite101.com) Twenga (twenga.com) WiseGeek (wisegeek.com) Wonder How To (wonderhowto.com) Yahoo! Answers (answers.yahoo.com) Xomba (xomba.com)
GOOG
The nasty facts about Google &
Bing and consumer search:
SEO / SMOContent Farms
Advertiser-drivenGeotagging
Whack-a-Mole:
FarmerPanda
Panda Silver
Gift #3
The Evolution
of Answers
Sensemaking: Too much choice
Why do people ask questions?
What are your top 10-20 questions?What is the service portfolio model
that goes with those?
The new bibliography and
collection development
KNOWLEDGE PORTALS
KNOWLEDGE,LEARNING,
INFORMATION &RESEARCHCOMMONS
Driving the Knowledge Portal alignment with User Behaviour
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? How do Libraries play the game?
What Are Libraries Really For?
• Community• Learning• Discovery• Progress• Research (Applied and Theoretical)• Cultural & Knowledge Custody / Conservation• Economic Impact
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?
Grocery Stores
Grocery Stores
Grocery Stores
Cookbooks, Chefs . . .
Cookbooks, Chefs . . .
Meals
Gift #4
Mobility: Where the Patron Is
Mobility
Gift #5
Libraries are Social
Institutions
The New Social Skills
Credulity (tricks, SEO, SMO, spam, phish, farms) Transparent distrust and radical intellect The Filter Bubble Finding black hole data (like non-digital) Networking with a Closed Circle Beyond search to find/discover, choose/use,
understand/internalize and FORGET. Tagging and organizing – offline remembering Information ethics and creation Curation
How would this look?
Top Reference and Research Questions Do you know them? Or do you know retail
sales numbers or circulation numbers better? Health . . . Career Advice and Job Finding Genealogy Homework Etc.
Chefs, counsellors, teachers, magicians
Librarians, Publishers and Booksellers play a vital role in building the critical connections
between information , knowledge & learning.
Libraries Are Social
Institutions
Summary
End User Psychographic Centricity Focus on the Questions (Needs, CRM) Build or Buy Knowledge Portals (Meals) Emphasize Content Quality (not books) Expand Social Media Programs on Information
Literacy Advocate and Align with the ListenerTell Stories, Have users tell stories Invest in Strategic Analytics – Measurements of
Impact, ROI and Value Collaborate vs. socialize
News Flash
News Flash
Shift Happens
Focus on the ShiftsAnd Innovate THERE
The biggest shift from the internet and the web has been the social web.
The power of libraries
Stephen Abram, MLS, FSLAVP strategic partnerships and markets
Cengage Learning (Gale)Cel: 416-669-4855
[email protected]’s Lighthouse Blog
http://stephenslighthouse.comFacebook or Google+: Stephen Abram
LinkedIn / Plaxo: Stephen AbramTwitter: sabram
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