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Engagement: Library Advocacy n the 21st Century
Stephen Abram, MLSSlovenian Library Association CongressLasko, Slovenia – Oct. 18, 2013
YOU
It’s simple really, shift happens, gedoverit• Learners & Communities will continue to be diverse in the extreme –
especially on learning styles• A foot in both camps for many, many years to come: digital and physical• Content is already be dominated by non-text (gamification, 3D, graphics,
numeric, visual, music, video, audio, etc.)• Search will explode with more options and one-step, one box search is
for dummies not professionally educated folks• The single purpose anchored device is already dead as a target• Devices will focus on social, collaboration, sharing, learning, multimedia,
creation and successful library strategies must align with that• Librarians will need to focus primarily on transformational librarianship
and strategic alignment with curriculum• Systems, E-Learning, collections and metadata will go to the cloud
massively
Library Megatrends
It doesn’t take a genius to see that librarian skills and competencies applied to the trends and issues in our communities can help in very strategic ways – social, economic, creative, and discovery impacts.
School Libraries
• Are you a librarian or an educator?• Are you a support or mission-critical?• Your business is community impact and learning (they’re different)• Your new competitors are non-traditional• Renewed advocacy has moved from apple pie to influencing and selling the value and impact of librarians• Library staff competencies need a plateau upgrade – consultation, relationship, influence, educating . . .
Deer in headlamps slide here.
Libraries core skill is not delivering information
Libraries improve the quality of the question
and the user experience
Learning Libraries are aboutbuilding life competencies
Libraries Have Seasons
Librarian Magic
What are your magic tricks?
Think deeply about . . .
17
Your Operation’sScalability
Your sustainabilit
y
The depth of your relationships How you set
priorities:Daily and Future
SmellyYellowLiquid
OrSex
Appeal?
The Complex Value Proposition
NounsBooks, eBooksMagazinesWebsitesBuildingsRoomsDesksStationsProgramsNouns can be warehoused and ‘cut’
VerbsServeAnswerEngageLinkEntertainTell a storyTeachCreateDoAction verbs imply dynamism and impact
Are you locked into an old library mindset?
A Verb . . . an Experience, enlivened for an audience
A Noun . . . A foundation but not sufficient with professional animation
Grocery Stores
Cookbooks, Chefs . . .
Cookbooks, Chefs . . .
Meals
Library Land
What changes, disruptions and shifts are already in the environment?
Changing users
• If all users are ubiquitously connected with broadband, have downloading skills for books and movies, own smartphones, whither libraries?
• What about the ‘digital divide’?• If the school system (K-12 and HigherEd)
changes radically …?
Streaming Media
• What if all music, audiobooks, and video moved to streaming formats by 2018?
• What if the DVD and CD go the way of vinyl, VHS, and cassettes?
E-Books
• What if all books are digital?• What if book services move to a subscription
model of unlimited use for $7/month?• What about next generation e-books?
Enhanced E-Books
• What if all books are ‘beyond text’?• The NextGen Textbook…• Can we support books with embedded video,
adaptive technologies, audio, updating, software tools, assessments, web-links, etc.
• Ask ourselves about archiving and preservation – the record
E-Learning and MOOCs
• Are you positioned at the lesson level?• Could your library support all curricula and
distance education?• Have you catalogued the learning
opportunities on the web? (Khan Academy, Coursera, Udacity, edX, MIT, Harvard, MOOCs, YouTube, Learn4All (ed2go), …)
The Flipped Classroom
• Could your library support real e-learning• Is EVERY staff member fluent in your LMS and the
needs of supporting hybrid or total distance learning?
• By the way – nearly all learning is distance learning from the perspective of the library and user.
Mobility and BYOD
• Could your library support any kind of mobile device? (mCobiss)
• Are you fully ready to deliver, agnostically to desktops, laptops, tablets, phablets, smartphones, televisions, appliances, at a much higher level?
New forms of content
• Are you prepared for new forms of content?• Real multimedia? 3D objects and databases?
Holographics? Enhanced media?• Embedded assessment and tracking tools?• Can you be ready for makerspaces, creative
spaces, writing labs, business and start-up incubators, etc.
• Can you publish for your community?
New forms of spaces
• What kinds of learning spaces are needed in the future?
• Can you support real learning spaces, community meeting spaces, performance spaces, maker spaces, real advisory spaces, true relationship, collaboration, and consultation management . . .? In a virtual space?
The Cloud
• What if everything was in the cloud? (software, databases, metadata, content . . .)
• What would you do with those system skills on staff?
• What if all metadata and content discovery is freely available using open APIs through the OCLC WorldShare vault and the Digital Public Library of America / Europeana vault of open and free metadata?
Discovery Layer
• What if search immersive resource discovery becomes as ubiquitous as search engines?
• Can they find as well as search?• Are your training sessions hitting 100% of
students?• Are they aligned with workflow or
transactions?
Questions R ‘Us
• What does your experience portal look like? • What are your top questions?• Pathfinder - - LibGuides - Portals• What are the outcome domains?
Cooperate
• Can you do it all ALONE?• What would it look like if you cooperated?• Consortia, Cooperatives, … national, regional,
global – buying groups or real foundational infrastructure
So What Should Your Library Priorities Be?
And what would you sacrifice?
The Library as Sandbox
Focus and Understand on the Whole Experience
1. Community Focus? Or Learner Engagement?
Up Your Game• Know your local community demographics i.e. Teachers &
Librarians vs. Students vs. admin• Focus on needs assessment and social assessments• Prioritize: Love all, Serve all, Save the World means nothing
gets done• Focus on scalability and grand cooperation• Look for partnerships that add value
2. Programs --- More, more, more
Up Your Game• Align with Collections – every collection must be justified by programs• Force strategic investment budgeting• Look for partnerships that add value and priority setting• Don’t go it alone. Focus on large scale sustainable programs• Connect to the longer process not just events• e.g, Forest of Reading or TD Summer Reading Program• Virtual and in-person - in the Library and reaching out with partners• SCALE: eLearning and Surveys – e.g. citation methods
What are the real issues?
• Craft versus Industrial Strength• Personal service only when there’s impact• Pilot, Project, Initiative versus Portfolio Strategy• Hand-knitted prototypes versus Production• e.g. Information Literacy initiatives (LibGuides)• Discovery versus Search versus Deep Search• eLearning units and program dissemination • Citation and information ethics• Content and repository archipelagos
• Strategic Analytics• Value & Impact Measures• Behaviours, Satisfaction• Economic and strategic alignment
3. Experience PortalsPrograms or Class or LessonUp Your Game• Align with Collections – But add virtual experiences• Start being Mobile in the extreme• Look for partnerships that add value• Focus on relationship management / liaisons• Ensure the program delivery person is embedded including
librarians• What are your top learning or research domains? Start there.• Don’t go it alone. Build scalability and sustainability.• Look for replicability – look for commonalities
The new bibliography and
collection development
Ask Us, KNOWLEDGE
PORTALSKNOWLEDGE,
LEARNING,INFORMATION &
RESEARCHCOMMONS
4. Building Muscle
Up Your Game• Learn the LMS system – everyone• Learn copyright and licensing rights• Learn developmental, genome, IQ, and learning styles research• Relationship management, team building• Advocacy and influence and research support
5. Upgrade Your Teaching Skills
Up Your Game• Learn how to reach and teach online• Teach how to learn online• Teach how to research online• Everyone in academic libraries should be focused on
teaching/researching first, then library• Learn more systems than one!• Be obsessive about consultation, recommendations and advice• Social alignment rules and use the tools
6. Digital Strategies
Up Your Game• Start to understand the real issues with e-books• Study e-textbooks• Study Learning Objects• Balance content with interface• Focus on learner not librarian behaviours
7. Get real about Liaison
Up Your Game• Learn consulting and relationship management practices• Understand the research goals• Understand Pedagogy in the context of student experiences
and educational goals• Understand human development and age/stage(teens)• Know where your programs are heading• Consider deep partnerships • Consider coaches, peer, and tutoring partnerships
8. Take Branding Up A PegUp Your Game• The strong ‘library’ brand – adding dimension• Personal branding – Who are your stars? Promote them.• Program branding• Take risks for attention (AIDA)• Embed your brand beyond the library walls and virtually
9. Collections Alignment
Up Your Game• Grow collections investments in strategic areas (for example
economic impact, jobs, early years, hobbies, political alignment, homework, research agenda …)
• Develop hybrid strategies that are consistent for digital and print and programs
• Be obsessive about recommendations and advice and added value• Integrate virtual and physical – hybridize• Don’t fear off-site cooperation• CURATE – real curation not assembly
10. Start to ‘get’ the cloudUp Your Game• Move the ILS to the Cloud• Linked Data models – OCLC WorldShare, Europeana, DPLA, etc.• Fix the ‘repository problem’• Look at TCO and look at all costs incurred and not just hard
costs• Review opportunity costs in soft costs
*11. Uncomfortable Bonus: SacrificeUp Your Game• Dog, Star, Cow, Problem Child/?• Reduce investment in successes• Increase investments in the future• Set priorities• ‘Park’ some stuff temporarily
Is your library ready to support a world of unlimited content, multiple formats, massive access, and consumer expectations of MORE?
Yes?No?With Effort, Vision, Leadership?Never?
Embracing Change
Change is….
Global
Constant
Inevitable
Stressful
Breathe
Find Your
Rhythm
Do you like change?
Does it matter?
What are the risks of not changing?
We can’t control change…
We can control our attitude towards change…
Deny
Resist
React
Explore
Commit
Change can be difficult and ambiguous
Personal change precedes organizational change
Negativity
Contagious
I can learn and I can change and I can do it quickly.
What can you do to deal with change?
Accept that change is an
attitude
Create a personal visionIn the context of your team
Focus on what you can do………not what you can’t do Strengths!
Develop a perspective of opportunity
Create a willingness to learn & develop
Learn to love ambiguity
Support Aspiration
Be Creative and Attract
Being More Open to Change
‘New’ Library CulturesSupport Your Team
Too Much Respect for Tradition
While Neglecting to Curate the Future
Are there any of these in your library?
The Black Hole
Sucking the life out of initiative(s)?
Being More Open Experimentation, Pilots and Innovation
Being More Open to Risk
Being Open to Ambiguity
BeMoreOpen to SocialTechnologiesand UnintendedConsequences
Being Comfortable with Speed
Letting Go of Control
Be Inspirational
Honest to G*d – Let’s Encourage Some Fun!
Tell Your Story: Until lions learn to write their own story,
the story will always be from the perspective of the hunter not the hunted.
The power of answers
Stephen Abram, MLS, FSLAConsultant, Dysart & Jones/Lighthouse Partners
Cel: [email protected]’s Lighthouse Blog
http://stephenslighthouse.comFacebook, Pinterest, Tumblr: Stephen Abram
LinkedIn / Plaxo: Stephen AbramTwitter: @sabram
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