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Selling Libraries and Librarians How to Brand My Library for 21st Century?

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Title: Selling Libraries and Librarians How to Brand My Library for 21st Century?


1
Selling Libraries and LibrariansHow to Brand My
Library for 21st Century?
  • Paul Gandel
  • Singapore Management University
  • Syracuse University

.
2
Selling Libraries and LibrariansHow to Brand for
21st Century
3
Creating a New Library Brand


Its About Communicating Who You Are
And Why Anyone Should Care!
4
Creating a Successful Brand
People must picture You in their lives!
5
Evolution of Marketing
  • Featureswhat it has
  • Benefitswhat it does
  • Experiencewhat youll feel
  • Identificationwho you are

6
Branding is Not Simply About Awareness!
  • Branding is the most misunderstood concept in
    all of marketing, even among so-called
    professionals. For example, people think
    successful branding is about awareness. It isn't.
    After all, everyone knows about cancer, but how
    many people actually want it?
  • Bob Frankel

7
Its really all about.VISION!
  • Who are you?
  • And why should it matter?
  • Does it move me?
  • Does it excite me?

8
But Branding is More than Just a Vision??????????
That Vision must reflect reality and be
Built from your strengths!
???????????
???????!
9
Branding Examples from Industry
10
What is the the Library Brand?
The Challenge of Losing Brand Exclusivity The
Challenge of Relevancy
11
Library Brand OCLC - Perceptions of Libraries
and Information Resources (2005)
  • Libraries, their resources and services, are
    increasingly less visible to the public
  • Books is the predominant idea associated with the
    library brand
  • Library users like self servicedo not seek
    assistance
  • Libraries are staffed by friendly people
  • Strong attachment to the idea of library
  • That library resources and librarians add value
    to information search was not disputed by
    respondents, but the data suggest that the
    relevancy and lifestyle fit of that value are in
    question.
  • time to rejuvenate the library brand.

12
Did not use the library Undergraduate Student
Comments(Connoway Dervin OCLC Sense
MakingInformation Confluence)
  • The library is a good source if you have several
    months.
  • Hard to find things in library catalog.
  • Tried physical library but had to revert to
    online library resources.
  • Yeah, I don't step in the library anymore
    better to read a 25-page article from JSTOR than
    250-page book.
  • Sometimes content can be sacrificed for format.

13
Library Brand Visions
  • Ready access and excellent service
  • center of intense intellectual inquiry
  • is an essential and vital component of campus
    intellectual life
  • embrace change
  • best collections, strongest service,
    state-of-the-art technology
  • center for learning and intellectual discovery
  • libraries the universitys competitive
    advantage

14
The Librarian DilemmaA Case Study
  • Suzanne Thorin, dean of libraries at Syracuse
    University talked the talk in November at
    Educause, urging a crowd of university librarians
    to move on to a new concept of what the
    university library is in her view, a place
    with fewer books and more space for students to
    sit around and access library resources on their
    laptops. But when Thorin tried to walk the walk a
    week later, she found her path obstructed by
    hundreds of outraged students and professors who
    chafed at her plan to ship many volumes to remote
    storage.
  • Inside Higher Education

15
The Librarian DilemmaA Case Study
  • Thorin might have been visionary in her plan to
    relieve the library of some of its print
    collection in an effort to cut library costs, but
    she was naïve if she thought it wouldnt meet
    with resistance on campus.
  • Inside Higher Education
  • This current trend by librarians to destroy real
    education is appalling and must be resisted at
    all costs.
  • Annonymous Poster

16
Create Something New
  • But build on the your strengths.University
    leaders say
  • Students use the library heavily (83)
  • Faculty rely on the library (82)
  • Undergraduate research is growing in important
    (90)
  • The library will continue to be an essential
    resource (93)
  • From Barbara Fisher--Library Journal 5/1/2010

17
New Visions New Opportunities?
  • Learning spacesboth real and virtual
  • New organizational structures
  • New professional roles
  • New organizational roles

18
As Creating Learning Spaces?
  • Study Spaces ?
  • Information Commons ?
  • Classrooms ?
  • Gaming Studios?

19
The Building Library as Place?
The study rooms are nice but not nearly as
necessary as a better workout facility
20
Library as a Network?
21
A Broken Network!
  • We have met the enemy and they are us
  • Pogo
  • Libraries still think locally!
  • Reluctant to give up individual identity
  • Focus on the wrong measures
  • Focus on the wrong technology
  • From federated searching to..
  • Federated identity

22
Building On Collective Individuality and
ExpertiseCrowd Sourcing!
It must be BIG! REALLY BIG!!
23
From Library Service to Knowledge Service
Embedded into Research Activities and Learning
Building-based Services
Collection Development
Customize, Discover, Design
Cataloging, Indexing, Search and Retrieval
Analyze, Tool Creation, Synthesize, Interpret
Partner, Engage, Integrate, Collaborate, Network
Reference Service Desk Models
24
The Role of the Librarian Scholarly Literacy
  • The Embedded Librarianfrom wandering scholar to
    wandering information professional.
  • The team approach
  • Create value through shifting work
    loadteaching, research, student engagement
  • Becoming part of the scholarly process
  • Teaching the art of scholarship

25
The Opportunities and Constraints of Our
Richness of Abundance
  • What are we now good at?
  • Creating more stuff!
  • What are we not good at?
  • Effectively using this stuff!

26
The Missing Element ?The Role of Librarian as
anintegrator within the scholarly process
  • Powerful cyber-research tools are too complex to
    be run solely by scientist.
  • In the new world of massive-scale computing,
    professional information technology facilitators
    are needed to work with researchers to identify
    the most effective analytical tools, data sets,
    and other resources to best achieve research
    skills.

27
New Roles for the Information ProfessionalCyberin
frastructure Facilitators
  • Even the brightest and most motivated of
    scientists struggles to keep up with the rapid
    pace of knowledge creation in their respective
    fields.

 
  • A new breed of information professionals who
    will bridge the gaps between information,
    technology, and science, will substantially
    increment the productivity of the community of
    scholars and researchers.

28
New Information Professional Key Skills
  • Enable collaboration
  • Collect data
  • Manage and store data
  • Use the data for analysis purposes
  • Communicate data
  • Design (information/data systems)
  • Training

29
New Information Professionals Soft Skills
  • Domain expertise
  • Team player
  • Communicate about the project
  • Interdisciplinary
  • Pioneer
  • Self-motivation
  • Detail orientation
  • Probability and Stats ability
  • Research methods understanding

30
Tools and Knowledge
  • Multiple hardware and software platforms
  • Research ethics
  • Multiple Statistical packages
  • Geo-spatial technology
  • Survey software
  • Survey softwarephone and web
  • Government tools and technical formats
  • Multiple databasesOracle, MySQL
  • Collaborative tools

31
Knowledge Driven Staff
Subject Librarians
Information Analyst
Research and Learning Process Engineers
Taxonomy Experts
Facilitators
Domain Experts
32
Libraries and Librarians Actively Making Sense
of Data/Information
  • Active Archivist and Records Manager?
  • Trusted Repository of Key Assets
  • Active Policy Maker
  • Providing Key Performance Indicators of
    Organizations and Individuals
  • Knowledge Managers

33
ExampleSMU Library Manages the Data Collection
for Supporting the Faculty Evaluation ProcessSMU
IR (Lib)
Faculty Portfolios
Faculty
KPIs
34
Paradigm Shift
Collection
Research and Learning Community
Global Content
Search and Retrieval
Digital Library
Knowledge Domains
Reference Service
Knowledge Services
35
Again, The Three Questions to Ask
  • Who are you?
  • What do you do?
  • Why does it matter?

Thanks....pgandel_at_syr.edu
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