Presented by Marian Ramos at PAARL’s National Summer Conference on the theme "Superior Practices and World Widening Services of Philippine Libraries", held at Dao District, Tagbilaran City, Bohol, 14-16 April 2010

1. Superior Practices and World Widening
Services of Philippine Libraries
PAARL National Summer Conference
14‐16 April 2010 Tagbilaran City, Bohol
Technological Advances in
Reference Work

2. Overview
Changing nature of reference
Virtual reference services
Developments in virtual
reference services
Ingredients of great virtual
reference services
Roles of reference librarians
Privacy
Conclusion
Technological Advances in Reference Work 15 April 2010 2

3. [1/2]
User’s Feedback on Reference
“ Good service, “It was
friendly folks. wonderfully
helpful to be
I like the
able to
flashing chat
contact a
box, so I can librarian
do other stuff quickly and
while waiting” easily from my
desk.”
Source:(Kaske, 2003)
Technological Advances in Reference Work 15 April 2010 3

4. [2/2]
User’s Feedback on Reference
“The process was extremely
responsive, answered all my questions
and thus saved me a lot of time in my
research process.”
“This
service
rocks!”
Source:(Kaske, 2003)
Technological Advances in Reference Work 15 April 2010 4

5. [1/2]
Changing Nature of Reference
Information technologies
have facilitated
traditional reference
process and made it more
effective
Reference service stretches
far beyond the walls of the
library
Technological Advances in Reference Work 15 April 2010 5

6. [2/2]
Changing Nature of Reference
24/7 Ask-a-Librarians
through virtual reference
24/7 access to electronic
resources via library
website
With ICTs, accessing and
using the library is more
convenient and less
threatening
Technological Advances in Reference Work 15 April 2010 6

7. [2/2]
Changing Nature of Reference
New models of reference to
meet different generational
user needs
Additional points of
service
Still personal service
although not necessarily
face-to-face
Technological Advances in Reference Work 15 April 2010 7

8. [1/4]
Factors Driving Change
Shrinking budgets
– Strategies
• Trimming hours
• Merging departments
• Consolidating service points
• Hiring freezes
• Use of fixed‐term appointments
• Hiring entry‐level rather than experienced
librarians
Technological Advances in Reference Work 15 April 2010 8

9. [2/4]
Factors Driving Change
The Millenials
– Almost 70 million people were born
between 1977 & 1994
– Characteristics
• Visually oriented
• Easily bored
• Very demanding
• Used to having the best of every thing
• Tech savvy
Technological Advances in Reference Work 15 April 2010 9

10. [3/4]
Factors Driving Change
The Millenials and
libraries
– Desire instant gratification
– Are achievement oriented
– Expect to be rewarded on own
merit
– Multitaskers
– Expect nomadic, anytime,
anywhere communication
Technological Advances in Reference Work 15 April 2010 10

11. [4/4]
Factors Driving Change
Technology
– High-speed wireless access to
Internet
– Circulating laptops in the library
– Use of personal digital assistants
(PDA)
– Web 2.0 tools
Technological Advances in Reference Work 15 April 2010 11

12. Responses to the New
Information Environment
Virtual reference services
Web portals/gateways
Searchable frequently asked
questions (FAQ) databases
Online tutorials
Roving reference
Technological Advances in Reference Work 15 April 2010 12

13. [1/2]
Virtual Reference Services
is reference service
initiated electronically,
often in real-time, where
patrons employ computers or
other Internet technology to
communicate with reference
staff, without being
physically present
(RUSA, 2004)
Technological Advances in Reference Work 15 April 2010 13

14. [1/2]
Virtual Reference Services
Communication channels used
frequently
– chat, videoconferencing, Voice over IP
(VoIP), co-browsing, e-mail, Second Life
(SL)
– instant messaging (IM), blogs,
podcasting, wikis, tagging, and Social
Networking Sites (SNS)
Technological Advances in Reference Work 15 April 2010 14

15. [2/2]
Virtual Reference Services
Use of electronic sources in
seeking answers is NOT of itself
virtual reference
Virtual reference queries are
sometimes followed-up with
telephone, fax, in-person and
regular mail interactions, even
though these modes of
communication are not considered
virtual
Technological Advances in Reference Work 15 April 2010 15

16. Virtual Reference Services Model
Syn-
chronous/
Wiki
Asyn- Blog
chronous Information Services
Direct IM
Reference
Library Instruction
Services Podcasting
Virtual
Reference SNS
Services
Video
Online Reference Sources Selection Conferencing
Indirect email
Reference
Services
Provision the Bibliographies, etc
Web form
Chat
Reference Sources Evaluation VoIP
SMS
Second
Life
Technological Advances in Reference Work 15 April 2010 16

17. Framework of Virtual
Reference Services
RS 1.0
Reference
Librarian Users
RS 2.0
RS
2.0
Reference
Librarian Users
Technological Advances in Reference Work 15 April 2010 17

18. Reasons for Virtual Reference
Increase your library’s
visibility and Web presence (not
just library’s website!)
Make your library the first
choice for high-quality
reference service
Reach new patrons
Serve patrons where they are
Technological Advances in Reference Work 15 April 2010 18

19. [1/2]
Advantages vs Disadvantages
Advantages Disadvantages
Immediate Additional
assistance for staff
remote users Less flexible
Real time VRS schedule
is better than Lack subject
email for expertise
conducting No visual or
reference auditory cues
interview
Technological Advances in Reference Work 15 April 2010 19

20. [2/2]
Advantages vs Disadvantages
Advantages Disadvantages
Remains Less
anonymous interactive
Awareness of Typing is slow
the library Some logoff
among the user before you
community finish
answering
Slow
communications
Technological Advances in Reference Work 15 April 2010 20

21. Developments in Virtual
Reference Services
Asynchronous digital
reference
– Patron submits a question and the librarian
responds at a later time
– Examples: Email, Web Form
Synchronous digital reference
– Patron and librarian communicate in real time
– Examples: Chat, Voice over IP, Video
Conferencing, SMS, IM
Technological Advances in Reference Work 15 April 2010 21

22. Tools for
Virtual
Reference
Technological Advances in Reference Work 15 April 2010 22

23. [1/3] Who’s Doing Virtual
Reference Services?
1999
150 academic libraries, 45% offered
VRS (Janes, Carter and Memmott, 1999)
122 ARL Libraries, 96% provided VRS
(L. Goetsch, 1999)
2000
140 academic libraries, 45% offered
VRS (MD White, 2000)
2001
121 ARL Libraries, 29% provided real
time reference (Tenopir and Ennis, 2001)
Technological Advances in Reference Work 15 April 2010 23

24. [2/3] Who’s Doing Virtual
Reference Services?
2010
176 US libraries offer SMS
reference services
10 US libraries provide VoIP
or Voice over IP
Technological Advances in Reference Work 15 April 2010 24

25. [3/3] Who’s Doing Virtual
Reference Services?
2010 Libraries using IM
Asia & Oceania- 21
US - In the Philippines, 5
academic libraries and 1
Canada- 47 public library are using IM
RS, namely:
Middle East- 2 ADMNU
ADNU
Europe- 21 CEU
DLSU Manila
Africa- 1 QC Public Library
UP Diliman
Technological Advances in Reference Work 15 April 2010 25

26. Commercial Instant
VS
[1/2]
Chat Messaging
Pros
Pros
You can check to see
if the other Installed user
librarian is signed base
on Familiar to users
Keeps statistics Encourages repeat
No software download use via buddy list
(sometimes)
Alerts until patron Perceived as
is picked up friendly and
One public identity informal
to multiple staff Easy to get
identities is started and use
transparent
Patrons do not need
to register with
commercial entity
Technological Advances in Reference Work 15 April 2010 26

27. Commercial Instant
VS
[2/2]
Chat Messaging
Cons Cons
Unstable Shift change
Not as intuitive unclear
to users not Stats are kept
already familiar manually
with virtual Administration-side
reference configuration can
be difficult
Librarian-side Alerting is not
configuration always alertful
can be difficult Spam/viruses
Patrons must
register with
commercial entity
(ex. AOL)
Technological Advances in Reference Work 15 April 2010 27

28. Popular IM Services
Meebo ICQ
RefChatter gTalk
Jabber LibraryH3lp
MSN AIM
Yahoo Plugoo
Gaim Digsby
Trillian
Technological Advances in Reference Work 15 April 2010 28

29. Chat Service
Agents and Vendors
Multiple online Software vendors
agents 24/7 Reference
Cisco DOCUTEK
Lucent Information
eGain Systems Inc.
Netagent Questionpoint
LivePerson LivePerson
HumanClick LSSI Library
WebAgent Systems &
Services
Webline
Technological Advances in Reference Work 15 April 2010 29

30. Short Messaging Service (SMS)
A service available on most
digital mobile phones
Permits people to send
short messages between
– Mobile phones
– Other handheld devices
– Landline telephones
Technological Advances in Reference Work 15 April 2010 30

31. Curtin University’s SMS
[1/2]
Users: Curtin students and staff with a text-enabled
mobile phone
Scope: 1 SMS equals 160 characters per hour
Cost : 25 cents (Aus$) per message to Curtin Library
service (standard rate for SMS sent to anyone)
Report on findings:
200+ queries in 6 months
87% received during library opening hours
71% were explanatory type of reference
questions
Patron feedback:
– Easy to use (4.2 out of 5)
– 100% of clients did not have any problems
– 92% claimed they would use it again
Technological Advances in Reference Work 15 April 2010 31

32. [2/2]
Curtin University’s SMS
Technological Advances in Reference Work 15 April 2010 32

33. [1/3]
Video Conferencing
Librarians and users are
able to see each other in
one window of the monitor
through a camera
Web sites or other
electronic resources can be
displayed in another window
on the monitor
Technological Advances in Reference Work 15 April 2010 33

34. [2/3]
Video Conferencing
UC Irvine Science Library (1997):
Provided the service to medical
students who are working in a
computer lab, one hour a day,
mostly on Medline searching
Apple VideoPhone Kit (software,
camera, microphone, color
conferencing capability,
Internet, Timbuktu Program)
Technological Advances in Reference Work 15 April 2010 34

35. [3/3]
Video Conferencing
UC Irvine Science Library (1997)
Audio, video,chat
window, whiteboard
Students’ comments
– Excited about this
high-tech
– Wanted document
delivery of full-text articles
Technological Advances in Reference Work 15 April 2010 35

36. Video Conferencing Softwares
A combination of chat software, audio
and video applications
2 kinds of software
– Software for writing classes
– Software for businesses to hold conferences
Examples
Daedalus Microsoft NetShow
GroupWise Microsoft NetMeeting
Web Publisher Reilly WebBoard
Norton Connect Net
Technological Advances in Reference Work 15 April 2010 36

37. Voice over Internet Protocol
(VoIP)
Since 2003 IM services have
voice components, MSN Messenger,
AOL IM, Yahoo Messenger
Provides free or low-cost talk
on internet
– Negative - call other Internet users using the
same software program
– Positive - make calls to land and cellular-
based phones for a modest fee
New programs
– Skype, Google Talk
Technological Advances in Reference Work 15 April 2010 37

38. VoIP: Skype
Allows people to talk and
IM for free using PC-to-
PC connections
Connections require
someone else to have Skype
software
Users are identified
through names instead of
numbers
Skypers use headsets and
microphones attached to
the computers
Soon to offer video and
other communication
services
Technological Advances in Reference Work 15 April 2010 38

39. VoIP: gTalk
Technological Advances in Reference Work 15 April 2010 39

40. Virtual Worlds
Users of a virtual world are
represented by an avatar, a 3D
version of a character that
may be a humanoid or an animal
Virtual worlds can be reality
based, fantasy based or mix
Elements: shared space,
graphical user interface,
immediacy, interactivity,
socialization or community
Technological Advances in Reference Work 15 April 2010 40

41. [1/4]
Virtual World: Second Life (SL)
In 2006, Alliance Library
System in Illinois was the
first library system to make
major inroad in the virtual
world of SL; called Info
Island
Now Info Archipelago
comprising over 40 libraries
Technological Advances in Reference Work 15 April 2010 41

42. [2/4]
Virtual World: Second Life (SL)
Second Life is a 3D virtual
world that contains both
elements of fantasy and
reality
Has a strong social community
Created by Linden Labs in 2003
Over 14 millions of accounts
created
Technological Advances in Reference Work 15 April 2010 42

43. [3/4]
Virtual World: Second Life (SL)
In SL, communication is
primarily accomplished
through chat and IM
Chat is text-based
communication and anyone
within a 20 virtual meter
radius can “hear” or read,
what is being typed
IM is used for private
communication
Technological Advances in Reference Work 15 April 2010 43

44. [4/4]
Virtual World: Second Life (SL)
Residents can create objects,
allowing them to construct
whatever environment they
wish
Why SL in libraries?
– “to truly serve their users in the best
possible way, they have to be
somewhere and everywhere” Janes,
2000
Technological Advances in Reference Work 15 April 2010 44

45. E-mail and Web Form
Describe the services offered
Include types of questions it
handles, or does not handle
Frequent checking of mailbox
Response time
Confidentiality
Priorities
Statistics are kept
Service can be evaluated
Technological Advances in Reference Work 15 April 2010 45

46. [1/2]
Searchable FAQs Databases
24/7 access to search FAQs
database which contains
reference questions and
answers
Self-service web-based with
simple search interface and
link from the library webpage
Eliminate redundancy in
answering basic questions
Technological Advances in Reference Work 15 April 2010 46

47. [2/2]
Searchable FAQs Databases
Reduce staff numbers and
hours required for a chat/IM
and e-mail service
35% wanted the FAQ to be
automatically searched when a
question was received
15% wanted access to stored
FAQs (Shaw and Spink, 2009)
Technological Advances in Reference Work 15 April 2010 47

48. Social Networking Sites (SNS)
Facebook
– Use as a library marketing tool
– Current awareness services
– Venue to receive and answer reference
questions
Technological Advances in Reference Work 15 April 2010 48

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50. Technological Advances in Reference Work 15 April 2010 50

51. Online Tutorials
Design to users who might be
reluctant to ask for face-
to-face assistance
24/7 access
Disadvantages
– Users must be highly motivated
– Obviously removed from a social
context
Technological Advances in Reference Work 15 April 2010 51

52. Collaborative Virtual
Reference Services
Extend hours of coverage of
participants to 24/7
Cooperation and
collaboration, informal or
network arrangement
Technological Advances in Reference Work 15 April 2010 52

53. [1/3]
Ingredients for Great VRS
Goals
– Goals give shape, and purpose. They
lead us in the direction of measurable
accomplishments and success.
Policies
– Have policies reflect competencies
– Policies should explain why it’s
necessary to perform certain steps
– Make sure policies are understood!
Technological Advances in Reference Work 15 April 2010 53

54. [2/3]
Ingredients for Great VRS
Competencies
– Librarians should have a clear
understanding of “know how’s”
– Technical skills
– Reference interview
– Resources at your fingertips
– Subject specialists
– How much is too much?
Technological Advances in Reference Work 15 April 2010 54

55. [3/3]
Ingredients for Great VRS
Training
Assessment
Communication
– Create a staff web page to post
policies, training documents, meeting
– Engage staff in discussions that focus on
characteristics of successful online
reference transaction
Technological Advances in Reference Work 15 April 2010 55

56. [1/2]
Reference Staff
Proactive Neutral in
Knowledgeable their opinion
Well-trained about the
active information
listeners provided
Able to Multi-tasker
respond to all Able to write
inquiries concise
messages
Technological Advances in Reference Work 15 April 2010 56

57. [2/2]
Reference Staff
Able to deal Treat patrons’
with stress and
and demanding colleagues’
user online
Must possess communication
interpersonal as private and
skills confidential
Technological Advances in Reference Work 15 April 2010 57

58. [1/2]
Roles of Reference Librarians
The filterer responding to
repeated and trivial
questions
An answerer concentrating on
more complicated questions
Technological Advances in Reference Work 15 April 2010 58

59. [2/2]
Roles of Reference Librarians
The administrator ensuring
smooth service operations,
adding answers to the FAQ
database, creating user
accounts, and performing other
technical tasks
A coordinator defining and
implementing policies and
procedures, and initiating
service improvement
Technological Advances in Reference Work 15 April 2010 59

60. [1/4]
Privacy in Virtual Reference
Virtual reference
communications between
patrons and library staff
should be private except as
required by law
Data gathered and maintained
for the purpose of
evaluation should protect
patrons’ confidentiality
(RUSA, 2004)
Technological Advances in Reference Work 15 April 2010 60

61. [2/4]
Privacy in Virtual Reference
It is recommended that patrons’
personal identifiers, such as
name, e-mail, etc. be stripped
from transaction records.
Stripped records may be
maintained for statistical and
evaluative purposes
Libraries need to develop
retention schedules and privacy
policies for their virtual
reference transactions (RUSA, 2004)
Technological Advances in Reference Work 15 April 2010 61

62. [3/4]
Privacy in Virtual Reference
Patrons should be advised
whether a record of the
transaction will be retained,
and what, if any, personal
information will be stored
with the transaction log
Privacy policies and
transcript retention schedules
should be publicly available
(RUSA, 2004)
Technological Advances in Reference Work 15 April 2010 62

63. [4/4]
Privacy in Virtual Reference
Reference transactions may be
used in the creation of
databases and FAQs but care
should be taken to maintain the
privacy of patrons and the
confidentiality of patrons’
inquiries
Data gathered and maintained for
training purposes and for
publicizing the service should
also protect patron
confidentiality
(RUSA, 2004)
Technological Advances in Reference Work 15 April 2010 63

64. [1/2]
Conclusion
Books are for use
Every reader his book
Save the time of the reader
Use technology intelligently
to enhance service
Protect free access to
knowledge
Library is a living organism,
adopt change
Technological Advances in Reference Work 15 April 2010 64

65. [2/2]
Conclusion
“Digital reference is just one
tool, and, like every other
tool, it has its place, its
strengths, and its weaknesses.
It is no more "THE answer" to
all reference transaction
needs than any other tool.”
Technology is evolving –
virtual reference will look
different in the future
Technological Advances in Reference Work 15 April 2010 65

66. “the user is not remote, it is the library
that is remote from the user.”
‐ (Lipow, 1999)
Digital reference matters but it will
not if we:
do it badly
do it alone
do it only one way
do it in secret
do it too slowly
or from a position of fear
- Joe Janes
Technological Advances in Reference Work 15 April 2010 66

67. Bibliography
ALA. (2004). Guidelines for implementing and maintaining virtual reference
services.
Chan, Diana. (2005). Virtual reference service : an overview.
Fritch, John W. (2001). The emerging reference paradigm : a vision of reference
services in a complex information environment. Library Trends. 50(2) :286-300
Godfrey, Krista. (2008). A new world for virtual reference. Library Hi Tech, 26(4)
: 525-539
Kern, M. Kathleen. (2009). Virtual reference best practices : tailoring services to
your library. USA: ALA
Luo, Lili. (2008). Reference service in Second Life : an overview. Reference
Services Review, 36(3) : 289-300
Online reference from Library success: a best practices wiki. Wikipedia. Accessed 4
April 2010
Pfahl, Carla Steinberg. (2005). Best practices in online reference services.
Shaw, Kate and Spink, Amanda. (2009). University library virtual reference services
: best practices and continuous improvement. Australian Academic & Research
Libraries, 40(3) : 192-205
Singh, Diljit. (2004). Reference services in the digital age. Paper presented at
the Conference on Library Management in the 21st Century at the Ateneo de
Manila University, 29-30 March 2004
Tajer, Pegah.(2009). Reference service 2.0 : a proposal model for reference services in
Library 2.0. Presented in the 7th International CALIBER 2009, India. 26 February
2009
Zabel, Diane. (2005). Trends in reference and public services librarianship and the
role of RUSA : part one. Reference & User Services Quarterly, 45(1) :7-10
Zabel, Diane. (2005). Trends in reference and public services librarianship and the
role of RUSA : part two. Reference & User Services Quarterly, 45(2) : 104-107
Technological Advances in Reference Work 15 April 2010 67

68. Thank You
for Your Attention
Technological Advances in Reference Work 15 April 2010 68

69. Contact Information
Miss Marian S. Ramos
Reference Librarian
The University Library
UP Diliman
Tel : 981.8500 loc 2861
Email : msramos@up.edu.ph
updgenref@gmail.com
Technological Advances in Reference Work 15 April 2010 69