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Future Ready Libraries:<br />Seducing the Customer<br />Stephen Abram, MLS<br />NNYLRC: Northern NY Library Resources Council<br />Potsdam, NY<br />Oct. 7, 2011<br />These slides are available at Stephen’s Lighthouse blog<br />

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Change<br />Reducing Suspense:<br />And the answer is . . . .<br />

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se·duc·tion (s-dkshn) n.1. a. The act of seducing.b. The condition of being seduced.2. Something that seduces or has the qualities to seduce; an enticement.[Latin sducti, sductin-, from sductus, past participle of sdcere, to lead astray : s-, apart; see s(w)e- in Indo-European roots + dcere, to lead; see deuk- in Indo-European roots.]<br />

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Smelly<br />Yellow<br />Liquid<br />Or<br />Sex<br />Appeal?<br />

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It’s the Whole Experience<br />

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News Flash <br /> “The Internet and technology have now progressed to their infancy”<br />

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7 Gifts to Libraries, Publishers & Booksellers<br />The book isn’t dead or dying. It is evolving.<br />Our users/customers are improving.<br />Technology is going social and can support social acts.<br />The PC isn’t dead, but, again, it’s evolving and more mobile.<br />We know more about our customers than ever before.<br /> Talent, Insight, Community, have social value.<br />Opportunities always exist more in times of change<br />

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Change can happen very fast<br />

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Gift #1<br />

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The Evolutionof Books<br />

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GBS<br />

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Launched in US on June 30th<br />

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Back Office: Baker & Taylor<br />Expected Launch Fall 2011<br />

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Launched July 2011<br />$15 Billion Franchise<br />

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Amazon eBook Subscriptions<br />

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Can we frame the e-book issue so that it can be addressed rationally?<br />

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Why do people read?<br />

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Why do people read?<br />To learn<br />To engage in hearing other’s opinions (to agree or disagree or understand)<br />To develop more knowledge about myself and develop as a whole person<br />To be entertained and laugh, to engage and interact<br />To address boredom and the inexorable progress of time<br />To research and keep up-to-date<br />To participate well in civil society (everything from news to voting)<br />To be informed (and maybe smarter)<br />To understand others (individually and culturally)<br />To escape our day-to-day lives<br />To stimulate the imagination and be inspired or spiritual<br /> To write and communicate better through reading others<br /> To teach<br /> To have something to talk about<br />To connect with like-minded people<br />

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Fiction<br />

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Non-Fiction<br />

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Borders Kobo, B&N Nook, Amazon Kindle, Apple iPad, Sony Reader, etc. . . . <br />

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Gift #2<br />

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Content Spam<br />

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Trans-Literacy: Move beyond reading & PC skills <br /><ul><li>News literacy

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Technology literacy

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Information literacy

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Media literacy

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Adaptive literacy

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Research literacy

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Academic literacy

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Reputation, Etc.

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Reading literacy

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Numeracy

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Critical literacy

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Social literacy

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Computer literacy

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Web literacy

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Content literacy

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Written literacy</li></li></ul><li>

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List of content farms and general spammy user generated content sites:<br /><ul><li>Experts Exchange (experts-exchange.com)

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eZine Articles (ezinearticles.com)

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Find Articles (findarticles.com)

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FixYa (fixya.com Helium (helium.com)

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Hub Pages (hubpages.com)

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InfoBarrel (infobarrel.com)

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Livestrong (livestrong.com)

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Mahalo (mahalo.com)

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Mail Archive (mail-archive.com)

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Question Hub (questionhub.com)

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Squidoo (squidoo.com)

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Suite101 (suite101.com)

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Twenga (twenga.com)

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WiseGeek (wisegeek.com)

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Wonder How To (wonderhowto.com)

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Yahoo! Answers (answers.yahoo.com)

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Xomba (xomba.com)

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All Experts (allexperts.com)

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Answers (answers.com)

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Answer Bag (answerbag.com)

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Articles Base (articlesbase.com)

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Ask (ask.com)

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Associated Content (associatedcontent.com)

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BizRate (bizrate.com)

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Buzle (buzzle.com)

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Brothersoft (brothersoft.com)

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Bytes (bytes.com)

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ChaCha (chacha.com)

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eFreedom (efreedom.com)

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eHow (ehow.com)

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Essortment (essortment.com)

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Examiner (examiner.com)

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Expert Village (expertvillage.com)

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)</li></li></ul><li>

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The nasty facts about Google & Bing and consumer search:<br />SEO / SMO<br />Content Farms<br />Advertiser-driven<br />Geotagging<br />Whack-a-Mole:<br />Farmer<br />Panda<br />Panda Silver<br />GOOG<br />

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Gift #3<br />

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The Evolutionof Answers<br />

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Sensemaking: Too much choice<br />

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Why do people ask questions?<br />

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What are your top 10-20 questions?What is the service portfolio model that goes with those?<br />

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The new bibliography and collection development<br />KNOWLEDGE PORTALS<br />KNOWLEDGE,<br />LEARNING,<br />INFORMATION &<br />RESEARCH<br />COMMONS<br />

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Driving the Knowledge Portal alignment with User Behaviour<br />

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What does all this mean?<br /><ul><li>The Article level universe

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The Chapter and Paragraph Universe

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Integrated with Visuals – graphics and charts

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Integrated with ‘video’

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Integrated with Sound and Speech

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Integrated with social web

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Integrated with interaction and not just interactivity

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How would you enhance a book?

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How do Libraries play the game?</li></li></ul><li>What Are Libraries Really For?<br /><ul><li>Community

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Learning

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Discovery

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Progress

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Research (Applied and Theoretical)

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Cultural & Knowledge Custody / Conservation

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Economic Impact </li></li></ul><li>Questions for Libraries & Publishers Today:<br />Are our priorities right?<br />Are learning, research, discovery changing materially and what is actually changing?<br />Books. Meh.<br />What is the role of information and recreational reading in the real future (that is not an extension of the past)?<br />Are we for the 21st Century world that will be or the 20th Century one that was?<br />

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Grocery Stores<br />

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Grocery Stores<br />

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Grocery Stores<br />

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Cookbooks, Chefs . . .<br />

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Cookbooks, Chefs . . .<br />

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Meals<br />

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Gift #4<br />

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Mobility: Where the Patron Is<br />

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Mobility<br />

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Gift #5<br />

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Libraries are Social Institutions<br />

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The New Social Skills<br /><ul><li> Credulity (tricks, SEO, SMO, spam, phish, farms)

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Transparent distrust and radical intellect

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The Filter Bubble

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Finding black hole data (like non-digital)

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Networking with a Closed Circle

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Beyond search to find/discover, choose/use, understand/internalize and FORGET.

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Tagging and organizing – offline remembering

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Information ethics and creation

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Curation</li></li></ul><li>How would this look?<br /><ul><li>Top Reference and Research Questions

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Do you know them? Or do you know retail sales numbers or circulation numbers better?

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Health . . .

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Career Advice and Job Finding

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Genealogy

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Homework

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Etc.</li></li></ul><li>Chefs, counsellors, teachers, magicians<br />Librarians, Publishers and Booksellers play a vital role in building the critical connections between information , knowledge & learning.<br />

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Libraries <br />Are Social Institutions<br />

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Summary<br /><ul><li> End User Psychographic Centricity

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Focus on the Questions (Needs, CRM)

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Build or Buy Knowledge Portals (Meals)

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Emphasize Content Quality (not books)

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Expand Social Media Programs on Information Literacy

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Advocate and Align with the Listener

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Tell Stories, Have users tell stories

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Invest in Strategic Analytics – Measurements of Impact, ROI and Value

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Collaborate vs. socialize</li></li></ul><li>News Flash<br />News Flash<br />Shift Happens<br />

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Focus on the ShiftsAnd Innovate THERE<br />The biggest shift from the internet and the web has been the social web.<br />

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The power of libraries<br />

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Stephen Abram, MLS, FSLA<br />VP strategic partnerships and markets<br />Cengage Learning (Gale)<br />Cel: 416-669-4855<br />stephen.abram@cengage.com<br />Stephen’s Lighthouse Blog<br />http://stephenslighthouse.com<br />Facebook or Google+: Stephen Abram<br />LinkedIn / Plaxo: Stephen Abram<br />Twitter: sabram<br />SlideShare: StephenAbram1<br />