Developing libraries and librarians: learning from the past and building the future Norma McDermott CILIPS June 12, 2012 Enriching Society: the conflict • Libraries are centred on helping users to develop clear thinking and good judgement whereas…. • 21st Century life is centred on maximising feeling and towards instant perception Our challenge • We struggle against a negative or even an invisible identity • How do we promote/ actualise our value? • Our strengths and gifts may not have to change very substantially but.. • Our ability to persuade and influence champions is critical to success in the crowded marketplace Framing this agenda • Policy questions around user centred thinking • Growing the library brand while overcoming fragmentation in the library sector • Influencing opinions and outcomes • Factoring the staff and user input • Examples of the Irish library solutions Library policy questions • • • • • • Do libraries provide the service people need? That is of benefit to society? What barriers are there? How is the service likely to change? Will libraries be bypassed? How will we fund improvements? More questions • In the knowledge society, where does the library fit in ? • How should we prepare? • What is our guiding purpose? • How do we support it? • Learning role(s)? • Staff skills and training: optimising our value? • How can we best market our services? And more… • Library’s role in cultural development? • The arts and heritage services? • Patient health self management: mobile technology and patient narratives • What are yours? • Knowing the right questions matters as much as knowing the answers Scenario 1 • Scenario 1: Fight our corner! • Access and availability are crucial: be relevant to users • What are your values? • Gateway to the local authority/ parent body… • A playful yet profound offer Alternative Option • Scenario 2: Make little/no changes • Little persuasion and influence • Digital tool knowledge and the internet provide the solutions • Cultural thinking and social engagement bypasses libraries • A cabinet of curiosities… Useful Content Provision • A rationale for libraries • Message: Libraries are an antidote to passive consumption. An open and humane service. • Competition for resources and positioning • Challenge our invisibility among influencers • Libraries are an antidote to passive consumption • Collaboration works! • Invest in constant user testing. Learning Solutions • Specialised resources, less formal branded offers • Changing contexts, blurred boundaries in solving demand led issues • Reverse the alchemy: we cannot reduce deep content to catalogues and metadata • Packaging matters. The marketing drive: we will continue to enrich • A valuable space for all. • Increasing usage and positive visibility. Adding value in the community, academy. Human element. Harnessing goodwill. • Allies: the message is conveyed differently by partners • User engagement, VFM, Optimising reach Campaigning • Growing the brand is about relationships. • Online campaign Emails (67%), social networking and blogs (63%), search engine optimisaton (57%), • Facebook (70%), Twitter and Linked In (61%), YouTube (44%), Apps (25%) • Commentariat otherwise stereotypes libraries. Direct, interactive and incremental messaging . • Factor in staff time, mentoring, coaching, support from parent body, other allies. The User Experience • • • • What do we observe, change, evaluate? Test the use of services and staff input Inventive applications Direct communications and feedback both ways. • Relevant programming builds user loyalty and trust Marrying the demand and the solution • Effective teamwork • Innovation and evaluation are key • The dynamics matter: mutual understanding and respect • Libraries are trusted, convivial spaces • Honouring the present and the past, looking to the future • A global brand with a contemporary offer Opportunities • Branching Out libraries http://www.librarybuildings.ie/ • Academic Libraries: Philanthropy • Emerging spaces and campus/ start up companies, prizes, sponsorship • Europeana http://www.europeana.eu/portal/ • Test beds, research observatories • Software solutions, new apps • Replicating knowledge development models • Highlighting new methodologies Consolidation of input Irish Libraries & Allies • • • • • Adult Learning Festival :February E learning @ the library free for all. : all year round University and public library learning February to May Listen to participants of the NUI Maynooth Library Initiative from the Kildare Library on RTE's Drive Time. Listen Here http://adulteducation.nuim.ie/NUIM.mp3 Seachtain na Gaeilge , http://www.snag.ie/ March Irish Book Club Movement & Festival :March http://www.ennisbookclubfestival.com/index.php/video IMPAC Award :May / June http://www.impacdublinaward.ie/ Winner to be announced tomorrow! Irish Heritage Week : August http://www.heritageweek.ie Irish Childrens’ Book Festival: October http://www.childrensbooksireland.ie/blog/2011/10/ http://www.visitdublin.com/event/The_Childrens_Book_Festival_2012 Irish Science Week: November Library Ireland Week, November http://www.libraryassociation.ie/2011/12/15/libraryireland-week-to-take-place-in-november-2012/ The Gathering 2013 http://www.thegatheringireland.com/Home.aspx Music PAL www.library.ie/pal/musicpal/ • / • www.Askaboutireland.com • • • • • • • • Resolving the Conflict • Libraries are centred on helping users to develop clear thinking and good judgement whereas…. • 21st Century life is centred on maximising feeling and towards instant perception • Engage, Persuade and influence outcomes • We are well worth the investment • Build the brand • Factor in staff time and capability • Bring the users with you • Bon Voyage!