Ubiquitous readers' advisory services for public libraries' online communities

‘ Ubiquitous Readers’ Advisory Services for Public Libraries’ Online Communities’ A presentation for the Queensland University of Technology, Australia. Presenter: Paul Brown. June 20 2011

Webinar outline Introduction Chapter 1 Context building Chapter 2 Social media Chapter 3 ‘Exclusivity for the masses’. Form-based RA Chapter 4 Future now “ “ That’s Auckland mate. The Queen of the North” “ The what?” “ That’s what they call it. This is God’s own, this country.”

Chapter 1 Context Building “ ..it’s about what you can offer when you have collected enough ‘content about content’ to provide a meaningful context media.” Is  Was 

Need to Know Over 70% of Australians access mobile information services for internet browsing. 1 The social web is increasing at 3x the speed of the internet. 2 43% of Australians own a smartphone. 3 92% of mobile social networkers visit Facebook. 4 Mobile services are now “a commodity as opposed to a luxury for many Australians” [Dr Marisa Maio Mackay]

Need to Know More valuable than content is the stuff that surrounds it: “ Reviews, recommendations & ratings are not only a by-product of consumption, they also make media more visible and in doing so, increase its underlying market demand.” “… aggregators of the future will create value by understanding the individual preferences of customers and creating personalised slices of entertainment for them.”

A B Need to Know A. Industrial Age model of information production & distribution: one-to-many channelling. B. Disruptive Age model: libraries remain in the mix but the clearly defined relationships of creator, aggregator & consumer have gone. “ There is a revolution taking place…people are changing the way they discover, share and consume media – and that will turn every aspect of the traditional content business upside down.”

Need to Know This graphic depicts how the complex world of mobile platforms, devices and channels interact, and their relationship to customer driven strategies. The key here is: the closer to the foundation of the pyramid, the higher the importance in the mobile space.

Need to Know 3. Syndicated content & services Implication: seamless syndication across multiple channels requires minimalist information architectural design with few customisations. Need to Know 2. Mobile internet drives devices towards smaller screens. Implication: Focus on content and solutions, not navigation features. Base micro-content upon task analysis of specific user groups & needs. Need to Know 1. Users will spend most of their time on other sites. Implication: ‘Zero learning time or die’. Your users prefer your site/s to work the same way as others they are already familiar with. If the site does not offer intuitive usability it will suffer. Jakob’s Law of the Internet User Experience

Mobile Friendly Library Information Services: Interface Architecture       Need to Know 1. Los Gatos Library, California: reading lists, plus blog & Twitter posts. 2. Santa Clara County Library: mobile app by Boopsie . 3. Auburn Univ. Libraries: link to social media sites 4. Fondren library, Rice Univ. Texas: alternative downloadable media. 5. Seattle Public Library: Books / DVD & CD lists (New & recommended). 6. National Library Board of Singapore: sometimes it’s as simple as ‘ASK! a librarian’.

Need to Know Manukau Libraries: 1. ‘Reading & Reviews’ link featured on a ‘primary’ link leading to… 2. A reading hub: a ‘Reading & reviews’ page, containing... 3. A clear visual grouping of 11 book related sections, clearly arranged for quick viewing & accessibility.    “ No more than three touches before the customer gets the answer is the key.” John Anderson, Chief Executive, Yeahpoint.

Need to Know Manukau Libraries: 1. ’NextReads’ a subscription based NoveList product. 2. Standardised format for website book reviews. 3. ‘Top 5 Goodies’ blog. A varied mix of reading, viewing & audio recommendations packaged into convenient Top 5 lists.    “… it’s about what you can offer when you have collected enough ‘content about content’ to provide a meaningful context media.” [Mike Walsh]

Need to Know Twice a year the library staff at SLCL display their current book favourites which customers can rate and vote for. Each book post is accompanied by value added features, including links to book trailers, author websites, book group reading guides, & read-a-likes.

The global infonet: a place where “ignorance meets egoism meets bad taste meets mob rule.” Your Webinar GPS Netherlands (US) California (US) Illinois (US) Ohio (US) Oregon (US) Utah (US) Virginia (US) Manukau (NZ) Christchurch (NZ) Waimakariri (NZ)

Chapter 2 Social Media “ The speed of share”

Need to Know An excellent example of truncated book reviewing on Twitter incorporating several features: Reference to another popular literary work, linking the book to an area of reading interest. ‘ Power’ words for strong impact (“Best”, “Chills”, “Masterful”, “Supercharged”). Star rating offering instant ranking recognition.  

Need to Know Waimakariri District Libraries tweet 2 -3 times per business day. First lines from books comprise each tweet to entice readers. Tweets link directly to item’s catalogue record.

Need to Know Almost 80 libraries (college, public, and university) collaborate to provide a rapid information service across Ohio state. The 24/7 IM and email service includes a RA function: “…suggestions for good books to read.” Library Journal’s Index of Public Library Service (2010 ) named Ohio as the top state possessing the best public (or ‘star’) libraries in the United States.

Need to Know Multnomah County, and Cuyahoga County Public libraries libraries trialled book recommendation services via Facebook. 1. MCL: in 6 hours the library team answered almost 100 enquiries. 2. CCPL: over a 12 hour period 200 library customers participated & the library acquired 300 new fans. “ Looking for a good read. We’d love to help. Send in the last three titles you’ve read and we’ll suggest your next read. Operators are standing by.” [Multnomah County Library]

Need to Know Simultaneous syndication of a RA post. 1. A CCL blog post promoting parenting support books. 2. Notification of the post appears via a tweet (link is to blog). 3. And is repeated on the library’s Facebook site.   

Need to Know LTFL is a mobile app adding enhanced features into the library’s OPAC, including: Customers can rate & review titles. Access to over half-a-million reviews on LibraryThing.com. An ‘At My Library’ Facebook app allowing customers to show what they’re reading from the library’s collection.

   Need to Know High Plains District Library (Colorado) 1. Record entry on catalogue. Includes ‘Shelf Browse Enhancement’ providing customers with context & serendipity of browsing book shelves. 2. Book reviews can be selected for viewing and customer can add their own. 3. ‘Similar Titles’ feature.

Need to Know 1. Digital Royalty. Companies need to achieve ‘Reach’ & ‘Frequency’ in SM activity. 2. The Klout Score measures online influence based on ‘True Reach’ (audience size), ‘Amplification Probability’ & ‘Network Influence.’ 3. Howsociable.com. A combination measurement tool across 32 metrics. 4. Twitalyzer Measuring Social Media strategies    

Chapter 3 ‘ Exclusivity for the masses’ Form- based RA Intelligent, customer profiling.

Need to Know ‘ Skokie Public Library’s Readers’ Choice’ survey takes about 10 – 15 minutes for the user to complete. Customised BookMatch reading list is produced within 10 business days. Service available through “…the Library’s expert readers’ advisory staff.” “ What are your favorite types of books? Who are the authors you can't stand? What book can you not live without? ”

Need to Know Library supplies a personalized list of 3 to 5 books. List produced within 10 working days. Selection criteria includes: ‘Focus’, ‘Main Character’, ‘Mood’ ‘Setting’, ‘Time Period’ and open-ended questions focusing on reading likes & ‘Turn-offs’. “ Librarians can help you find the perfect book”

Need to Know The turnaround time for personalized requests is about one week. Patrons receive a list of 10 to 12 annotated titles. 81% of patrons using the service have completed & submitted the form electronically. WRL has been offering form-based RA since 2003. “Among the benefits of form-based RA are enhanced interactions with patrons and enhanced circulation of the collection.”

Need to Know The ‘Reader Profile Form’ contains 8 sections, each offering various selection criteria. Sections are: Character Content Genre & Format Length Peeves & Pleasure Reading History Setting Tone & Style WRL’s Blogging for a Good Book blog has been described as “the future of book reviewing.” Established in 2007, the blog regularly receives approx. 15,000 hits a month.

Need to Know Customers can select from: 24 genres & formats 10 categories in ‘Tone, Mood, Style & Language’ 5 preferences under ‘Focus’ (of story) 13 options for ‘Setting’ 20 categories in ‘Character’ 15 categories in ‘Peeves & Pleasures’ Williamsburg Regional Library ‘ Looking for a Good Book’ [ Reader Profile Form]

Chapter 4 Future Now “ The future is already here – it’s just not evenly distributed.”

Need to Know 1. Southwest Iowa Library Service. List of QR codes on a formatted sheet ready for printing as labels. Codes link to read-alike lists & book reviews hosted on the library’s web pages. 2. Chili Public Library. QR codes in a display of teen books link to the library’s youth blog. 3. Vancouver Public Library. QR codes on collection signage.    QR Codes 1: “It’s one of those technologies that, to paraphrase Arthur C. Clarke, is significantly indistinguishable from magic the first time you see it.”

Need to Know 1. Bay Area Rapid Transit (BART) billboards 2. Books nominations for YALSA Teens’ Top Ten tagged with QR codes offering additional interaction. 3. Partnership with WestCat bus company for download of audio books. 4. Text-a-Librarian: responsive information provision service.     QR Codes 2: ‘Snap and Go’ at Contra Costa County Library (California)

Need to Know Helsinki City Library has a long history of innovative, technology-based services (it was one of the first public libraries in the world to offer Internet access) . Introduced in 2000, the iGS serves customers by phone, email, fax or text. It is a portable unit that can be moved to different parts of the city, serving as a library "branch" at festivals, parks, malls etc. iGS: information Gas Station at Helsinki City Library

Need to Know Library-a-Go-Go are automated book dispensing machines, targeting underserved populations in the Bay area (California). Library members can select from approx. 400 books that are delivered through a front slot in a plastic case. Customers make their selection via a touch screen. At any given time, 25 – 30% of vending materials are checked out. “ Library-a-go-go” at Contra Costa County Library

Need to Know ‘ TANK U’ at DOK Library Concept Centre (Delft, Netherlands). Download stations located in library and around Delft (including public transport hubs, supermarkets & Schiphol Airport). Passers-by enter their details and select from choice of music, ebooks, film trailers, audio books, lists and new additions in the library. “… to inspire users with suggestions for reading, viewing or listening. Not the usual run-of-the-mill stuff, but suggestions that broaden one’s horizon and get the user in touch with all things beautiful the library has to offer.

  Need to Know “ RFID is an evolutionary dead-end … semantic web or RFID is things “wearing name-tags”. We’re getting to that kind of augmented reality, where our contextually-aware devices will have senses that are as good as ours or better … they are going to recognize faces, they are going to recognize objects, they gonna have immediate recall.” Augmented Reality: “AR will be the next web revolution… forget about that semantic web nonsense… stronger devices and better algorithms will enable us to merge the real world with cyberspace.”

Epilogue Late mail (goodies included) Social media silence is… deadly.

Need to Know 1. State Library of Queensland 2. NSW Readers’ Advisory Services. 3. Australian Library & Information Association. 4. State Library of Victoria. Australian Resources    

Need to Know Arrowhead Library, Minnesota, has devised an extensive list of competencies across 8 categories which readers’ advisors should, ideally, be proficient at demonstrating in the delivery of targeted, effective RA services. A truncated list of these appears on the left. Category 1. Background in fiction and non-fiction 1.1 Basic level - Keeps up-to-date with customers’ reading - Able to link authors to various genres & topics - Willing to read books and reviews in all genres 1.2 Enhanced level - Shares knowledge of books & sources with other staff & customers - Able to develop personal reading lists & annotations for others Category 2. Understanding people as readers & readers as people 2.3 Exemplary level - Able to write about RA experience for newspapers & professional publications - Able to develop programmes that recognize the time limitations of readers (e.g. prepared lists) Able to suggest sources for appropriate fiction & non-fiction in response to enquiries Category 3. Appeal of books 3.1 Basic level - Can name & define the appeal factors common to books Category 4. Readers’ advisory transaction 4.1 Basic level - Able to elicit information from the reader about their reading interests 4.2 Enhanced level - Encourages ongoing relationship with the reader Category 6. Teaching 6.1 Enhanced level Is able to design, plan & organize RA learning units Category 7. Professional knowledge & attitudes 7.1 Basic level - Understands the purpose & philosophy of RA services - Advocates reading & RA services internally & externally

“ Business gets better right after the people in business get better.” 2 PAUL BROWN [email_address] You are warmly invited to join me at: “ Do what it is that you do so well that others will come just to see what it is you do.” 1

Ubiquitous readers' advisory services for public libraries' online communities

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