Analytux i school_20.x.2015
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Libraries need to focus on community relevance in a time of digital disruption. To transform, libraries must understand community values and share stories that demonstrate their value through cultural context and meaning. By activating community networks through shared stories on social media, libraries can build trust and become a hub for local culture, small business development, thought leadership and more. Measuring community engagement will show libraries' impact on cultural vibrancy and prosperity.
Analytux i school_20.x.2015
- 1. libraries + disruption continuous innovation + transformation iSchool | University of Toronto 20.x.2015
- 2. about transformation We’re now living in a networked economy, globally how we build relationships with those we don't yet know to co-create value —like the social capital that libraries represent—may well determine the future of our small blue planet
- 3. no pressure.
- 4. transformation: four things librarians need to know 1/ why shared community stories work (and what KPI*s really matter: what shared values activate) 2/ why community networks form (power of the weak, not strong: where the value lies) 3/ why culture eats strategy for lunch (a story that shows how it all comes together: how cultural values drive everything) 4/ understand the interface layer between you and your community (like Facebook does—where relevancy lives) *key performance indicators
- 5. transformation + innovation | it's the UX, stupid
- 6. transformation isn't a spaceshot it's the result of serious, integrated thinking about a constellation of problems libraries face
- 7. first principle: understand the biggest threat...and respond
- 8. biggest threat? digital disruption so hollows out libraries and the library UX libraries become irrelevant
- 9. ...or are bled to death, like the horrorshow in the UK
- 10. what's the single most valuable asset libraries have?
- 11. ...not millions of books ...not tens of thousands of librarians (it's not about you) ...not hundreds of databases ...not dozens of media labs
- 12. it's the library brand the astonishingly resilient and powerful trust, respect and sense of value people have when they think about their library
- 13. what's a brand?
- 15. sum total of all the shared stories about an experience
- 16. the problem for libraries?
- 17. the knowledge-action gap between knowing the library brand's been disrupted by digital innovation…
- 18. …and knowing what to do about it
- 19. here's a single word to guide your thinking about that knowledge/action gap
- 21. transformation + innovation | future-proofing libraries
- 25. 0 20 40 60 80 LIBRARY RELEVANCY GAP There are precious few measures of The New Library relevance: in fact, the status quo in funding models is all about The Old Library. Alexandria Library 350BC Internet/e-books c2005 busy monks c1000 Gutenberg c1370 mass production books c1700 Carnegie libraries c1915 television c1955 radio c1920 ACTUAL PERCEIVED POTENTIAL RELEVANCE
- 26. 0 17.5 35 52.5 70 LIBRARY RELEVANCY GAP (2) Detailed view of accelerating disruption and rise of sharing economy Internet + e-books c2005 iPhone Napster YouTube c2025 ACTUAL PERCEIVED POTENTIAL Kindle/ subprime recession c2008 mass adoption app/s c2010 Netflix streaming media c2012 Air BnB, Uber c2015 ‘communication deficit’ ‘culture shift required’
- 27. RELEVANCY MATRIX
- 28. "If you don't like change, you're going to like irrelevance even less.” General Eric Shinseki, former U.S. Army Chief of Staff
- 29. here's a dead simple, airtight hypothetical question to demonstrate the power of cleaning up your brand digitally
- 30. which would you rather spend? $50K on advertising…. or $500 ten times doing simple tests —that grew your Facebook audience 10X?
- 31. build the network, stupid.
- 32. a Niagara Falls of inferences about programming, community interests, strategic partnerships and internal culture change
- 33. libraries should be strategizing across the entire UX why?
- 34. because your audience and your funders live ever more deeply in the digital world
- 35. but on the other side of the ledger? here's the headline: in all this tumult, libraries are still using proofs of value from the analog age: patron transactions, library card users, the usual datapoints...
- 36. most librarians think relevancy feels like round hole/square peg
- 37. but relevancy as a test of the ROI on digital operations redefines the square peg
- 38. how? make the most of data you already own
- 39. 'aha' moment interface success (example: share tweets live) determines brand equity (the value of your UX) …and that Niagara Falls thing goes nuts.
- 40. usecase: The Cambridge Butterfly Conservatory began projecting live tweets in the conservatory space, patron interactivity and creativity went through the roof. The KPI here?
- 42. dirty little secret: library UX is a relevancy problem before it’s a management problem. (You have to know what you’re doing before you try to manage it. No laughing, please.)
- 43. here's the paradox: libraries are moving heaven and earth to evolve their service and knowledge offerings to be more relevant digitally and across networks—an entirely different proposition from measuring the transactional
- 44. transformation + innovation | story as user experience
- 45. big internet question what's transactional basis of the internet? not time not money not bandwidth not social networks not video
- 46. it’s story. We meet one another and get to know one another and trust one another by exchanging story
- 47. Why care about story? • Stories relax people and focus their attention (not a data dump) • Stories start conversations (engagement) • Stories spark emotions and make people do amazing, human things (catalyze action) • Stories don’t sell. The best don’t tell either—they lead us to something new (teachable moments > inspire change)
- 48. story leads transformation (and defines it too)
- 49. mindblowing idea. stories are data…with soul. (Brené Brown) • not a ‘data dump’ • win engagement • catalyze action • share ‘teachable moments’ • influence others brené brown
- 50. Here’s one way to be heard: it’s all about me.
- 51. But no one will listen. Why? It’s not about you. It’s about them. Libraries aren’t in the book business: they’re in the business of growing the culture around them… …they’re in the Markham or LA or Brampton or Toronto business.
- 52. you gotta feed ‘em what they eat.
- 53. transformation + innovation | the big ‘why?’
- 54. what do libraries own? unbiased knowledge, cultural context and human meaning
- 55. if you want to speak to your community, do this • we live in a culture, a society that’s highly secular, post- modern, post-industrial • in all the changes, all the stresses of everyday life, there’s one sure universal left...
- 56. meaning • The art and discipline of great storytelling—from investigative journalism to black comedy to screenwriting to radio plays—hinges on meaning • ...and meaning is the librarian’s stock-in-trade: librarians give meaning away, every day, all the time • so there’s no end of inspiration for you in telling your story, your library’s story—abundance is happening
- 57. turning meaning + abundance into brand story • To tell your story effectively, you need to know one killer piece...
- 58. Simple. But not obvious. (hint: engagement—the first step to networking) • Values. People want to know what you stand for. And why: that’s why you won their attention. • Share. Teach. Demonstrate real value. Share again. • Values build value: it’s all about trust (again). • And librarians have sky-high ‘trustability’
- 59. the community-shared brand storytelling recipe Share the why of the how of what you do. (once more, with feeling) Share the why of the how of what you do.
- 60. let’s break that down. • why? shares ‘so what?’ > why should I care? • how? shares ‘now what?’ > what’s gonna happen? • what? shares ‘what it is’ > nuts/bolts • these three story components are your library’s brand ‘story engine’ • this is how you assemble, publish and share community stories across your networks
- 61. why share your stories? • four simple words: people will trust you • share trust through shared story and something wonderful happens… • …the people you’ve shared your story with share your story (that’s now their story: they’re telling it) with the people they think the story will affect most
- 62. and then a miracle happens.
- 63. transformation + innovation | stories + the power of change
- 64. networks.
- 65. stories operate on two levels…so do networks. • stories document and share experiences • sharing those experiences yields emotional connection • networks grow and share experiences • sharing those experiences yields opportunity to co- create value
- 66. value networks value networks are the information architectures of our tribes, our 'people'— they describe the dynamics of how that tribe interrelates...the cultural triggers that give birth to the stories the tribe tells to itself and to others
- 67. tribes + your community last time I looked, there were 38 Brendan Howleys online but I'd bet my alter ego—the human being with the closest set of values to mine—the person I'd like most to rally to a cause with or start a project with... ...isn't any Brendan Howley I know. I found my 'people'—you guys, my tribe —librarians, technologists, activists and storytellers—by a selection process that took years, many dead ends, and lots of 180ºs
- 68. no accident • communities align into networks by knowable rules and sustain in knowable patterns • …there’s even a book on this • A Pattern Language by Christopher Alexander • must-read for anyone interested in designing community systems • you should have this in your library… it’ll rarely be on the shelf (trust me)
- 69. patterns rule if we can understand the patterns in the way communities share story… we’ll master relevance
- 70. libraries are ‘cultural triggers’ that activate networks media literature art film local history archives databases (measuring community interactivities here is critical library data intelligence)
- 71. how do human networks work? why are networks critical to growing library advocacy and community storytelling? because networks share the values inherent in library advocacy/storytelling (and yes: these networks live and breathe inside libraries as well!)
- 72. why we share stories determines why a community grows, sustains and influences others to join classic example? gentrification via the arts (from grotty to great)
- 73. transformation + innovation | community shared story
- 74. what business are you in…really? libraries are in the context business— especially the cultural context business why? because the future of libraries is pegged to the cultural vibrancy—itself a measure of prosperity—of the communities they serve
- 75. what fuels culture? it’s story-in-context: influence …which is why ‘influencers’ prime Facebook, Twitter, Snapchat, Pinterest and Instagram networks with tips, reviews, insights and intelligence you can’t get anywhere else
- 76. people talk. and talk. …they all want to be influencers!
- 77. and we’re back where we started if you're beginning to see the patterns of sharing measurable cultural stories feel a lot like a ‘virtuous circle’…you’re dead right
- 78. transformation + innovation | the measurable library brand
- 79. participatory culture hub high-relevancy brand storytelling will make local culture part of everyday lives and libraries, because they knows to measure that relevancy, will become a repository of the community data that’ll bubble up
- 80. small business development engine HINT: target female entrepreneurs of all ages libraries will become a small business development engine fuelled by library-mediated sharing of local business intelligence: more relevancy (ex: mompreneurs represent serious untapped economic growth potential)
- 81. … what's the desired outcome of all this community interactivity? Maps.
- 82. ‘living city’ infographics Big, interactive, context-rich city maps that are never finished, never complete, always growing more useful via more incoming community data—a city’s stories at a glance—the ultimate relevancy
- 83. transformation + thought leadership Establish libraries as thought leaders where media meets community shared intelligence needs where community data meets community culture (like Facebook connects humans via data)
- 84. relevancy: going in circles it's a great big hairy audacious feedback loop of hyperlocal story, community intelligence/data, local culture, shared community experiences and prosperity led by participatory culture and high- relevancy library brand media
- 85. Enter Mr. Drucker ‘Culture eats strategy for lunch’
- 86. one more time culture drives everything
- 87. crash + burn No library relevancy strategy that doesn't profoundly understand culture and the 'why' of people coming together (the 'cultural triggers') will ever fly
- 88. blue sky transformation targeting community relevancy
- 89. relevancy: why not? • why aren’t libraries (like post offices in Ireland and Germany) local financial services hubs? why can’t libraries secure their future by helping their communities incubate better, smarter, more agile businesses?
- 90. relevancy: why not? • why can't libraries become publishers of local culture, local fiction, local film, local music, local dance—the high-relevancy media layer that all these arts communities need to grow locally?
- 91. relevancy: why not? • why aren't library archives and image banks 'rented' as unique media resources by local businesses who want to share their stories in a true local context?
- 92. relevancy: why not? • why aren't library makerspaces embracing community newsrooms —media hubs which define and explore what it means to live right here, right now—and growing the culture to boot?
- 93. even Vancouver and Chattanooga and NYPL aren’t asking these relevancy questions. Not yet.
- 94. That doesn’t mean your library shouldn’t Now’s the best time to start mapping and strategizing and identifying cultural triggers that drive brand expectation… …transformation in the name of relevancy
- 95. thank you