ALIA Online 2013 Conference – Day 1
Ingrid Parent – IFLA – Our digital futures
Be different, do different appropriate theme for this time. Horizon report 2013 representative of the times. Institutions must consider the unique value they bring in this world that is full of information.
So much data available on a wide range of devices and they want to use it in the way they want. Autopsy REPORT in Chronicle of Higher Education.
We will chart a new course by holding true to our values and by embracing change and partnerships. Space is a big drawcard for libraries. Pew has shown that Internet access at the library is nearly as important as borrowing. Learning commons with flexibility in the spaces are popular.
Can`t wait and see because we will be left behind.
Think globally, act locally.
IFLA is working with WIPO on copyright exceptions – establishing a minimum standard.
Hope to see an international treaty in 2014-15.
eLending is causing difficulties due to restrictive publishing models. IFLA has just produced guidelines for negotiations, now available on the IFLA website.IFLA
Working with non-library people to develop environmental guidelines – covering all environments.
Have to develop etools but safeguard our legacies and reconfigure our spaces all to meet our users needs. We truly represent our users and must continue to do so the best of our abilities.
David Ferrarin – LEK Consulting – The digital transition
Traditional distribution channels under threat.
Need to understand how our users are interacting online, with you and with your competitors.
Research show that last 10 years – biggest impact in youngest demographic has been printed media, radio and tv with the shift to online. Reflected in the middle demographics and although older is more stable thought it is changing.
TV programmed watching has gone down dramatically for all demographics up to age 40, after which it has increased from 1995-2010. Question is will this change as the population changes.
Consumption by day – radio is highest in morning, tv in evening, papers in morning and internet during work day.
Smart phone use peaks in morning commute and lunch. Tablet peaks in the evening. This was not expected, a bit contrary to traditional media consumption.
Social networking use continues to grow dramatically across all ages, although as expected in younger ages is highest, but growth is greatest in older. Will this pattern hold as population ages?
People are much more comfortable interacting with organisations online through social networks now.
Four needs that people. have that is underpinning these developments.
– Real time, no longer have to wait to find out what is happening
– Interactivity, water cooler concept has gone online
– Personalisation, can be done to individual needs
– Available anywhere, anytime, consume what they want, when and where they want
Need to be aware of changing consumer behaviour, digital-led competition. Established models are unsustainable and need to change. New models are still developing, which makes it hard to know what to change to.
Mindsets required for organisations:
– Skate to where the puck is going to be eg. BBC iView (on demand platform)
– Expect the unexpected – look for new behaviours with new consumption (mobile cricket watching during day)
– Engage engage engage, if you don’t, others will (NY Times removal of pay wall)
– Embrace the crowd, embrace interaction with our brand as we cant control it (Trip Advisor),
– UX is the differentiator, its about how easy and quickly things work, not just the content
– Transition with conviction, there are risks but have to be taken to ensure survival.
Margaret Allen SLWA – had a similar presentation from David and didn’t think libraries were doing so well with the mindsets. Several libraries in NSLA are doing research into their users. They include researchers, loungers and many users with valid uses fall in in between. We don’t understand our online users in the same way and we don’t know which ones we want to serve and attract.************** important
Libraries will need to blur the boundaries between promotion and service provision as we end up doing both through online channels. Do we have different channels for different user groups?
Need to find ways to provide real time interaction, how do we help with that.
There is more we can do.
Questions – getting staff involved in shift to digital?
New department to do it, or setting new vision with staff involvement.
How do we operate with such a diverse audience?
Be clear about your consumer segments,how they interact with you and how you want to serve them.
Design thinking can deal well with complex and ambiguous problems, but also deals with problem setting as well. It begins with immersing yourself in the situation first, discovering the context, the people and the effect on them.
Spend too much time asking surface questions, not enough time onbigger picture.
1. empathise, 2. define, 3. ideate, 4. prototype, 5. test
1. Empathise – all you need is a general curiousity to get to know your client, without preconceptions – assume a beginners mindset, leave your expertise out of it, ask why and open ended questions.
2. Define – analyse and synthesise what you have found. Think about motivations and patterns. Needs to meet needs of person but also your insights into how the felt about it.
Use this understanding to develop an actionable problem statement.
3. Ideate – come up with a range of solutions, quantity and variety are key – cost, simplicity and tech are not.
Feedback – listen to your client. The process of collaboration can be more important than the finished product itself.
Zaana Howard – Designing better library experiences
We are already giving our users an experience…… What sort of experience will they have? They don’t go to specifically have an experience when they walk in the door. What was the smell, the sight, the interaction with staff, with tech and more. Good experiences are not by accident.
Libraries are functional and practical but don’t necessarily make you feelgood. Birkenstocks vs Blahnicks vs Fluevogs.
People first – don’t make people feel stupid, jargon, signage
Nail the simple stuff – greetings, showing interest in our people, signage again
Iteration, not redesign – Grand Valley library website iterations occuring due to user needs
Design holistically – furniture, people, spaces, parking, website, content, signage, catalogue, YOU. Users interact with them all.
Where to begin?
Go on safari – go experience other services and think about your experience, all the elements critically. Record your experiences with images and notes.
Map it out – observe the way people move through your library and map it. Look at the touch points and look at how they can be improved.
Be child like. Question and once you have an answer then keep asking why until you have a deep understanding of the problem.
Every decision we make affects how people experience the library. Lets make decisions that create good experiences.
Signage – does it add value, focus on the do’s, walk through ith a user and assess existing signage or do it yourself.
John Birmingham and Christopher Cheng – authors
Amazon can now sell secondhand ebooks, another step in jeopardising the future of secondhand bookstores. There is tactile experience in secondhand books, an entire life and death of a book is experienced in a secondhand bookshops.
Sometimes the walking of a path is the point, not the destination.
He is in a position where a game produced on his worlds has been created and he has been commissioned to write a story based in that online world.
He originally worked in a zoo, whilst also writing for his own pleasure, and was asked to write a book on Night creatures. He ended up writing four. He got the knowledge by talking to people and by reading books. Most of his books have come from talking and book research.
The internet has changed how he works. Now he has databases, historical records online and books in whatever format. Doesnt care what format it is, as long as he ultimately sees his name on the front of the book.
Digital publishing is not as he would have expected them to be. So now he has consultancy built into his contracts. He is getting into digital publishing globally.
He can engage with readers. His local experiences translate to global sharing. He loves book trailers, but he was fascinated withthem, ssolearnt to create his own.(showed Spooky Sounds book trailer). Libraries are showing book trailers as well.
What`s coming up next? The potential is awesome. Whatever the format of books, we have to be sure that they are reading good stories.
Answers: Need to think about format – don’t just shift the print/physical to online – think how you could do it better with the capabilities of the online.
Seen and heard – Kathryn Greenhill and Molly Tebo
Filming for the library
Devices – you can use a camera phone or a webcam
– Handycam is best for filming
– Do a trial run to ensure it meets your needs
Positioning – take the shot from above
– rule of thirds, slightly off centre
– prop up camera so no hand shaking
Lighting – ensure you are front lit, soft and diffuse – light and cloudy or morning is good for outdoor, or 45 degree angled lights, using paper in front to fill shadows
Balance – don’t use laptop screen for colour testing
– white balance on the camera if you can
– clean your lens
Background – use a plain background
Sound – check it before you do entire sequence
– find quiet place with minimal background noise
– can use a USB microphone
– speak more slowly and enunciate clearly
– pause before and after for editing purposes
Look – at the camera, not the notes, camera person etc
Plan your shoot – script if you want, it could be then uploaded as a transcript – just don’t read from it
Camera – be sure you have enough battery and memory
Editing – iMovie or Windows Movie Maker to start with, tutorials are available online
Save – mpeg4 for YouTube, blog etc. Think about your audience, set privacy settings as appropriate.
We then answered a question asked at NLS6 and our answer was filmed, to be included in a short movie.
Studies innovation – executing new ideas to create value.
Libraries create value on a day to day basis.
Why is the retirement age 65? Due to Kaiser Wilhelm in 1880, he set the retirement age and promised benefits, but life expectancy back then was 58. Everyone has followed in decades later with the similar life expectancy.
We can now enjoy longer life expectancy because of a whole string of medical innovations. Biggest? Medical professionals washing hands.
Big innovations can come from things that are really small. Innovations always change behaviour and because of this, there is resistance.
Pickup from invention to takeup can be lengthy. Conversion can be slow, with spreading happening slowly until you hit the tipping point. With tech, the tipping point is quicker, now in the range of 7 to 10 years. eg. xerox machine invented 1936, sold and then commercialised in 1950. Both failed. Failed because it cost more and its predecessor the mimeograph wasn’t used much. No one wanted it. Re launched in 1959 and was a roaring success. Success because they marketed it as a replacement of a typist. They also began leasing machines. Xerox targetted high volume users. Canon nearly put them out of business by making smaller machines for the low volume users. The innovation was the business model that goes around the tech.
Digital tech is changing the environment forall info based organisations. So what is the value proposition for libraries now?
Information has value but has extra value when it is aggregated, filtered and connected. eg Politico.
Obscurity is a far greater threat to authors and creative artists than piracy.
Tim Kasselles value is in doing exactly this.
2 value propositions
Support day to day intellectual activities of sponsoring institutions.
Create some kind of permananet documentary record.