#Occupythelibrary Who is your target? How are you positioned? What is your destination?
#Occupythelibrary
Oct 21, 2014
In an information rich world, librarians need to move beyond services and consider how they can design a library where they differentiate themselves and create experiences for people that they engage with.
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#Occupythelibrary
Who is your target?How are you positioned?What is your destination?
Commodity, goods, service or experience?
• “…move beyond thinking of our primary product as just a commodity to which we offer access”
Commodities
Goods
Services
Experiences
Where are you?
Commodities
Goods
Services
Experiences
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.
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..
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.
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.
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.
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.
Describe your targets?
• The Compass• The connector• The Captain • The Miner• The Scout• InfoPro
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
How do we position ourselves?
PRESENCE
Extent to which you as the
librarian are visible to others
online
GROUPS
The extent of your
engagement with
communities
SHARING
Extent to which you allow users to exchange and distribute your
informationIDENTITY
The extent to which others can
identify you online as a
librarian
CONNECTIONS
The extent to which you relate to others in your
network
CONVERSATIONS
Extent to which others engage with you and
you with others
REPUTATION
Your online standing and the extent to which you influence
others
Taken from Digital Footprints by Czerniewicz who adapted this honeycomb from
Social media? Get serious! Understanding the functional building blocks of social mediaJan H. Kietzmann, Kristopher Hermkens, Ian P. McCarthy, Bruno S. SilvestreBusiness Horizons (2011) 54, 241—251
Identity
• Tools and controls for self promotion
• http://www.Klout.com• http://www.Spezify,com• Google Alerts• http://www.dandyid.org
Conversations
Extent to which others engage with you and you with others
• http://www.paltalk.com• http://www.oovoo.com• http://www.imvu.com• http://www.twitter.com• http://www.skype.com
Sharing
• The extent to which you allow users to exchange and distribute your information
• http://sketchfu.com• http://www.deviantart.com• http://www.flickr.com• http://www.slideshare.net• http://www.youtube.com
Presence
• The extent that others can know if you are accessible
• http://www.foursquare.com• http://www.gowalla.com
Connections
• Forms of associations that leads to conversation, sharing, meetings or “friends”
• http://www.friendsreunited.com• http://www.myspace.com• http://www.facebook.com• http://www.linkedin.com• http://www.bebo.com• http://www.ning.com• http://learnhub.com/
Reputation
Your online standing and the extent to which you influence others
• http://www.blogger.com/• http://www.wordpress.com • http://www.tumblr.com• http://edublogs.org/
http://twitter.com
Where are you positioned?Social Technographics
Freedom Control
Chosen Policies
Imposed Policies
BureaucraticCollegial
CorporateEnterprise
Where is this library positioned?
Control & Innovation
• Strategies driven by technology will find their processes constrained by their adopted technologies (Stiles)
• Unfamiliar requirements on unprepared staff
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.
Traditional library
Virtual library
Mobile Library
Participative Library
Where do you want to be?
How are you positioned?Who is
your target?
THANK-YOU
Derek Moore@weblearning
Credits• Thanks to @Zaana (Zaana Howard) for resources, thoughts and conversationsReferences• 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
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