Friday, February 11, 2011

Marketing Virtual Services

Friday February 4, 2011 2:10pm
Christy Giesler, Teen Services Librarian, Kitchener PL;
Cecile Farnum, Ryerson University;
Liz Dobson, Librarian, Centennial College

Pretty traditional approaches, generally, e.g. mandatory training of all staff, mention in publications, post in library, etc.

Ideas:
  • barrier free library cards: give out cards on the spot. If old cards had fines, forgive the fines
  • MP3 players to borrow and try
  • booth with products at Word on the Street -- to promote download*Library
Contemporary marketing trends -- can these be used for virtual services
  • embedded testimonials .e.g. on facebook
  • importance of brand
  • profiling of customers --> customized promotions
  • dynamic pricing online -- based on profile of person coming in (used in airline flights)


Perceptions of Public Library Services - FOPL report

Friday February 4, 2011 9:05am
Carol French, Heather Angel, Market Probe
  • qualifications/reservations re research --- landlines only, no interviews of non-English or non-French speakers. 4% could not conduct survey due to language barriers. Another 10% do not speak either English or French in the home.
  • 68% said they had a library card, 66% said they visited a library in person in past year. 76% of 18-24 year olds have cards.
  • Remote use of library has increased (but still only 12% of respondents had used web to access lib materials i.e. e-resources)
  • Most common way to access PL is still in-person (37% use only this way)
  • Internet and phone access are in addition to in-person, not a substitute

  • increase in number of people attending programs (23% took kids, 14% attended adult program) -- but way less than borrowed books (90%)
  • could this be a trend? Are libraries offering more programs, YES (according to Min Culture Stats) or are people more interested?
  • Number of cardholders, in-person visits, visits per person has not changed much in 10 years.
  • 18-24 yr olds are biggest users, most likely to use Internet

  • 68% thought PL should provide technology training (though 17% of these couldn't think of any topics)
  • ADVICE: consider convenience as key component of every value proposition.


Ministry of Tourism and Culture Public Libraries Update

Thursday Feb 2 2011 3:45pm
Stephen Davidson, Assistant Deputy Minister

$28mm ongoing annual grants -- of that $1.4MM goes to Virtual Reference Library, $4.4 million goes to OLS and OLA, $2 million to Pay Equity
Culture Strategic Investment Fund In 2009-10, over $1 million split among 49 cultural organizations (arts council, historical societies, dance, theatre, algoma university.)

Creative Communities Prosperity Fund $1.3million -- libraries eligible to compete with upper and lower tier municipalities, municipal enterprises, museums, heritage organizations.

Trillium Foundation

Museums and Technology Fund -- not open to libraries.

Mentioned the power of stories to influence politicians, and policies.

Thursday, February 10, 2011

Evaluating Your Digital Core

Thursday February 3, 10:40 am
Heather Cunningham, Librarian, University of Toronto;
Peter Atkinson, E-Services Specialist, St Thomas PL;
Marian Doucette, Web Architect, Huron County PL

Heather:
  • CrazyEgg.com is a commercial service which tracks where people click in your site -- generates a heat map for your site. Rates vary from $9 to $99 a month, depending on # visitors, # pages you can track at once.
  • Used other measurement tools too, e.g. web analytics, in person Qs, stats from web guides.
Marian:
  • go where your users are
  • Pick social media which matches demographic of your users.
  • Only 3% of social media users are 65+
  • Average age of all social media = 37; of Twitter users = 39, Facebook = 38, LinkedIn = 44
  • Be clear on your goal: e.g. is it
  • to drive traffic to a database
  • to bring in foot traffic
  • to get feedback on a program or proposal
  • That will determine what you measure

Basic Metrics…

  • Unique users = # distinct people who visit site on given day = Awareness of your site
  • Page views = # distinct pages viewed on given day = Stickiness of site / value of site’s content
  • Bounce rate = % people who view 1 page & leave = Interest in site/content
  • Time spent = Amount of time average user spends on site = Is site destination or pass-through

  • www.pingdom.com - tool for measuring website performance (down time, response time, get email and twitter alerts $9.95 per month for five sites & 20 SMS alerts)
  • Facebook has Insights: install piece of code on your website and then get metrics on who is using your site. Will shows number of impressions shown to users, # likes, etc.
  • Huron County is using facebook to search catalogue -- used fbml (sort of like html) to create tabs and embed catalogue search box in Huron County Library facebook page
  • Now using stat counter, Google analytics to see if social media is driving people to library catalogue website
  • TwitterAnalyzer
  • Tweet Effect
  • Facebook ads -- type in city name to see how many users there are (LOTS for Elmira, quite a few for New Hamburg, Baden, fewer for Ayr. Ab0ut 15 for New Dundee. None for St. Clements, Linwood, Bloomingdale.)
Other guides:
Pew Internet reports , e.g. Who's Online - demographics of Internet users; Generations and their Gadgets . You can also subscribe to get regular updates from Pew Institute.

1. Focus your objectives.

2. Pick 2-3 relevant measures.

3. Pull data regularly.

4. Look for unexplained trends.

5. Analyze, test & fix.

Tuesday, February 8, 2011

Next Generation Workflows for Next Generation Libraries

Thursday Feb 3 2011 9:05am

Next Generation Workflows for Next Generation Libraries

Karen Calhoun, VP WorldCat and Metadata Services, OCLC
Rick Anderson, Scholarly Resources and Collections, University of Utah


My star session for the conference -- most thought-provoking!


Rick started by comparing Sane and Insane things libraries [still] do today
Less Sane
InterLibrary Loan
Big Deals with database vendors
Reference / Bibliographic Instruction

More Sane
Patron Driven Acquisition
Ease of use
Wikipedia (as a model)
Feels we need new goals (see below) in the light of these

Things That Change Absolutely Everything Libraries Do

Google Books changes absolutely everything libraries do. Why (or how) try to compete?
  • 130 million books
  • good books, better than lots of libraries, because coming from Yale, Harvard etc.
  • radical discoverability -- nothing could be easier
  • radical availability -- almost everything a person could want

Hathi Trust not as comprehensive as Google Books, but better metadateven better radical discoverability
  • 8 million books in 2010

Oxford University Press backlist is available only as Print On Demand

Espresso Book Machine - a way to make any book any patron wants available. The epitome of customer service

Impact: Circ per student has declined very significantly. Most studies show small decline in overall circ, but don't correct for increased enrollment. Actual decline is huge.


What Library Goals Should Be:

  • every book published is easily and immediately findable
  • any book ever published can be purchased for a patron immediately (or borrowed)
  • every article is easily and immediately findable
  • every article ever published can be purchased for a patron immediately
  • every data set is easily and immediately findable
  • every data set ever published can be purchased for a patron immediately

EBooks are a great solution -- 24 hour remote access, searchable, can use like databases.
Should post records of all ebooks on spec -- then buy what people want

Karen Calhoun
-- recommended Alexa.com as tool to audit your website $199 -- gives recommendations for improvement
- stressed that we MUST change our workflows: traditional cataloguing is not working, it is not making information accessible and discoverable. We are spending our time doing things that don't work for patrons any more.
* Capture bibliographic data as far upstream as possible
* Handle items and records only once
* Perform work where it makes the most sense. Save MLIS for tasks only they can do.

Thursday, June 17, 2010

Rural Roots – Rural Routes – Ontario Heritage Conference – Ridgetown ON, June 11-13 2010


From the one day of sessions I attended (Saturday), a message emerged:
the goal of the Architectural Conservancy of Ontario needs to be preserving communities, not just buildings.

The two keynote speakers I heard –James Lindberg, Director of Preservation Initiatives for the American National Trust for Historic Preservation, and Jennifer Sumner, Assistant Professor at OISE, talked about ways to preserve rural communities.

Lindberg's emphasis was more on building preservation, realizing that it's hard to save isolated barns, much easier to preserve them if they become reused in some way. He talked about two of PreservatioNation's Rural Heritage Pilot Programs in the Kentucky Heartland and Arkansas Delta. Building preservation is but one element of a comprehensive approach.

Sumner wrote a book about the impacts of globalization on rural communities, and has continued to do reseach on organic farming. Organic Farming started as a values-based movement in Britain in 1926. Practitioners espouse environmental and economic values; some also believe in social justice, which raises concerns about huge organic factory farms which employ lowly paid migrant labour. Fair Trade Organic Farms are starting to emerge in B.C.

She interviewed 41 organic farmers across Canada, ranging from large corporate enterprises to one-acre plots. She concluded that organic farmers make substantial contributions to the social and economic development of communities -- they tend to get involved in community organizations and events, local politics, etc. Thus, this sector could really assist in the preservation of rural heritage.



I attended a fabulous workshop convened by Ontario Heritage Trust
Preservation through Transformation: Highgate United Church as a case study in adaptive reuse.

This church will be deconsecrated in July. The community is actively seeking ways to keep the architecturally significant, round, Romanesque Revival Nonconformist church open (one of few remaining, very well preserved, examples of the Akron plan for Sunday School rooms).

In the morning a panel of consultants -- James Knight, Heritage Engineer, Mark Warrack, Heritage Planner, Barry Stephenson, WLU Professor of Religion and Culture -- shared their starting points when approaching an adaptive reuse project like this. They listed questions a community like Highgate should ask professionals like themselves.

In the afternoon, Mike Marcalongo, a community economic development expert at OMAFRA, and three heritage architects: Peter Stewart of George Robb Architects, and Michael McClelland and Andrew Pruss for E.R.A, shared ideas about sources of assistance, and possible approaches, based on their experience with other adaptive reuse projects.

It was a fascinating day, and I was really impressed with the Ontario Heritage Trust staff who organized and ran the workshop: Beth Hanna, Sean Fraser, Erin Semande.


The Ridgetown conference had a very different focus, and feel, from the 2009 event in Peterborough. Both were great, and I fully intend to attend next year's Ontario Heritage Conference in Cobourg's restored Victoria Hall.


OLITA Digital Odyssey 2010 - 10 June 2010 - Going Mobile

Once again, OLITA’s Digital Odyssey was a winner.

Keynote speaker Jason Griffey, author of a recent book, Mobile Technology and Libraries, gave compelling statistics on why libraries must “go mobile”.

  • 4.1 billion people on the planet have cellphones.
  • In 50 countries, there are more cellphones than people.
  • (But not yet in Canada: cell penetration rate is 67% (2/3 as many cellphones as people – Canadian Wireless Technology Association 2010 Wireless Facts & Figures)
  • Texting is by far the most popular communication channel: twice as many people text as use email (Pew Internet Research September 2009)
  • People expect to be able to access an organization’s services from their mobile device.

How should libraries reach mobile users?

Developing applications for a specific device is a popular strategy. BUT the marketplace changes rapidly. Currently Apple dominates -- 490,000 use the iPhone platform. But Google's Android smartphone is outselling iPhone, due to its wider coverage over multiple carriers with multiple devices.

Amanda Etches-Johnson (below) advocates designing (differently) for mobile - slightly different approach.



What's ahead? "The future is already here, it's just not evenly distributed" - William Gibson

  • Griffey showed us some cool devices, e.g. Autonet Mobile, which turns your cell signal into WiFi in your car, and MiFi, which turns your cellphone into WiFi -- you become a walking WiFi hotspot!

  • 4G networks will move the world on to mobile. 4G capacity is 100-350 Mbps (our fibre network delivers about 55 Mbps, our wireless around 15 Mpbs, our Rogers around 1.5 Mbps) compared to 3G which is around 5Mbps. 4G is available in parts of Vancouver; Verizon is building a 4G network in the US. HTC EVO is a 4G smartphone cum WiFi router.

  • Tablets will take off.

  • Touch interfaces will take over, especially once antiglare, dual screen displays like those available from NotionInk become widespread (you can read your screen just as well in bright sun as indoors)


Breakout sessions provided a choice of “how we did it” sessions on GPS and Ebooks (morning) and mobile audio and implementing mobile services at Ryerson University (afternoon).

Ebooks at University of Toronto (Dan D'Agostino) and Toronto Public Library (Joanne Lombardo)
  • Ebook reading style differs greatly depending on whether it's loaded on a PC (people scan it, like they do a web page) or on a E-reader (they read it continuously, like they do a hard copy book)
  • Google editions is "disruptive technology" (meaning it will change the way we do things, in the same way wikipedia was a disruptive technology for the print encyclopedia business)
  • Google editions, and Google's ebook store cuts out the middleman, in this case libraries (and bookstores). An example of dis-intermediation.

  • TPL offers Ebooks from many providers: OverDrive, NetLibrary, Safari (technology books), TumbleBooks
  • Challenges: trying to support multiple devices and platforms; deciding which format[s] to offer a work in
  • TPL is interested in the Blio eReader, because it can switch from text to audio
  • considering Copia, eReader software which provides a collaborative eReading experience

Implementing Mobile Services at Ryerson University

  • surveyed Ryerson students in 2008 and 2009
  • many had smartphones, but weren't using them for Internet due to data charges
  • thus free WiFi (on campus) is very important
  • two programmers + a graphic designer built first mobile site May-Aug 2009, planning took from February to April
  • mobile services, e.g. webpage, catalogue, must be Fast, Obvious, Easy
  • remember hands come in all sizes -- don't make buttons too small
  • strip down to only the relevant information


Two 10-minute “thunder sessions” provided quick looks at emerging technologies – augmented reality and QR codes . Two other thunder sessions focused on early library adopter’s learnings: designing for mobile web devices and mobile reference.

Augmented reality (Fiacre O'Duinn, Hamilton Public Library)

  • Layar - augmented reality browser you can use on your mobile device
  • Fiacre O'Duinn showed very cool app where images of historic photos appeared in the "real" streetscape, as you viewed it through your cameraphone
QR Codes (Sally Wilson, Ryerson Library)

  • QR = Quick Response codes = two-dimensional codes
  • can store large amounts of data, e.g. URLs, phone numbers, textual info
  • can be easily read by mobile devices with free software
  • ideas: put QR codes on signs which link back to blog or library website
  • codes are easy to create

Designing for Mobile (Amanda Etches-Johnson, McMaster Library)

Need to design differently for mobile users (of library website, catalogue, etc). Consider

  • size - very small screens
  • bandwidth - data transfer rate is slow, much slower for mobile than PC. So design elements must be light
  • data plans - unlike Europe where unlimited download is the norm, most Canadian plans have caps
  • UX [User Experience] - think about interaction, usability. Get down to essentials
  • simple design
  • functionality
  • be selective - don't everything from your regular website on your mobile site
  • clickability - need big type, big buttons, most people won't have high motor control. Save keystrokes

Sample mobile library sites which demonstrate good practices. Many of these automatically detect if user is coming to site via mobile. (Since I wasn't, I'm not sure if I have linked to the most up to date version.)

Consider the user. There are three types: 1) repeat user = very important user, needs must be met; 2) urgent - if has a bad experience, will never return = very important user; 3) casual

Protyping is huge. Test, Test, Test.

Mobile Reference

To meet a Stephen Lewis Foundation Dare, MLIS students at University of Toronto I-School developed an on-the-street reference project (and fundraised from students and faculty to support their efforts).

  • Set up a table outside the ROM, took iPhones and other smartphones, and offered to give free answers to questions, for people passing by.
  • Good way to raise awareness of what librarians offer -- most people had no idea they could get free answers from a library.
  • Could be a cool service for us to offer at fairs, Wellesley Home Show, etc.