contextual outreach tla
TRANSCRIPT
![Page 1: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/1.jpg)
Contextual Outreach: Making the Library Matter
for your Community
Presented by Amy MatherApril 19, 2012
![Page 2: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/2.jpg)
Agenda• Who are we not reaching?• Vibrant communities• Library as linchpin• Marketing• Business Outreach & Reengaging your community• Contextual outreach & the future of libraries• Big picture
![Page 3: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/3.jpg)
The patron exodus
“we are failing to engage people who are a huge portion of our tax base and potential advocates:
adults between the age of 20 and 40ish.”
Abigail Goben, LISNews, February 15, 2010
Don’t Forget About Us
![Page 4: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/4.jpg)
They continue to frequent…
![Page 5: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/5.jpg)
![Page 7: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/7.jpg)
![Page 8: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/8.jpg)
Intellectual entertainment
![Page 9: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/9.jpg)
Intellectual entertainment
![Page 10: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/10.jpg)
Intellectual entertainment
![Page 12: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/12.jpg)
My game changer
Gary Vaynerchuk – A glut of user-generated content has changed the game.
Any more, context is more important than content, because there's so much of the latter. "There's so much content that comes through," Vaynerchuk says, "that there’s only so much you can consume."
![Page 13: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/13.jpg)
Vibrant communities
What makes a vibrant community? Often times community development is reduced to the
development of physical space or capital, but a vibrant community is made up of much more,
including: social, human, environmental, financial, political & cultural capital.
From I to We: Changing the Conversation 2011 Young Professional Summit. Holistic Community
![Page 14: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/14.jpg)
Six components of a vibrant community
• Physical Capital• Social Capital• Cultural Capital• Financial Capital• Environmental Capital• Human Capital
![Page 15: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/15.jpg)
Physical capital
Neighborhood Associations
![Page 16: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/16.jpg)
Social capital• Your Neighborhood Association• Your Local Faith Community
![Page 17: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/17.jpg)
Cultural capital
![Page 18: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/18.jpg)
Financial capital
![Page 19: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/19.jpg)
Environmental capital
![Page 20: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/20.jpg)
Human capital
![Page 21: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/21.jpg)
What was missing?
![Page 22: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/22.jpg)
Library as linchpin & long tail(Nexus and long reach)
• Leverage - what is your ROI?– Outcome measurements – measure impact
• Adaptive – More proactive, less reactive• Patrons versus communities – pulse• Strategic alliances versus partners
![Page 23: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/23.jpg)
Market segmentation• Helps organizations find new customers, gain
insights, improve service delivery and become customer-centric
• Tapestry segmentation classifies neighborhoods into one of 65 segments– Douglas County has 42 of the 65 segments– The top eight segments account for just over half of the population
(266,352 people) while the top 12 segments account for two-thirds of the population (336,671 people)
![Page 24: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/24.jpg)
Tapestry market segmentation
• 20’s /singles/couples (organized by lifestage)– Young and Restless (22.2)– Old and Newcomers (11.4)– Metropolitans (3.8)– College Towns (2.5)
![Page 25: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/25.jpg)
Tapestry market segmentation• Single/Couple Professional
– Enterprising Professionals (6.1)– In Style (1.5)– Laptops and Lattes (3.2)– Metro Renters (1.8)
![Page 26: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/26.jpg)
![Page 27: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/27.jpg)
Tapestry market segmentation up close
![Page 28: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/28.jpg)
![Page 29: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/29.jpg)
A closer look ‘Young and Restless’
![Page 30: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/30.jpg)
Business Outreach - Resources• Leverage your databases – target appropriately
– Business Decision• Bibliocommons• Libguides and partnerships• Book Clubs• Workshops & Classes – Have Laptop Will Travel• Business Center
![Page 31: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/31.jpg)
Business Outreach – Social Media• LinkedIn• Facebook• Twitter• Pinterest
![Page 32: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/32.jpg)
Business Outreach – Get Involved • Young Professionals• Greater Omaha Chamber of Commerce• Leadership Omaha• Educator Directors meetings• Entrepreneurs• Attend meetups & other social business events
![Page 33: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/33.jpg)
Reengaging your community• Entertainment - Board Silly, Craft events • Connections – Book Clubs, Speed Dating • Community outreach – Farmer’s market, Buy the Big
O, Young Professional Summit, Bar Camp• Business outreach• Issuing library cards…wherever you are!• Facebook,Twitter, & Pinterest
![Page 34: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/34.jpg)
Contextual outreach & the future of libraries
• Seth Godin was right:
“Want to watch a movie? Netflix is a better librarian, with a better library, than any library in the country.
The Netflix librarian knows about every movie, knows what you've seen and what you're likely to want to see. If the goal is to connect viewers with movies,
Netflix wins.”
![Page 35: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/35.jpg)
Contextual outreach & the future of libraries
• Seth goes on to say…
“The library is no longer a warehouse for dead books. Just in time for the information economy, the library ought to be the local nerve center for information.”
![Page 36: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/36.jpg)
Contextual outreach & the future of libraries
• And Seth brings it home with
“The next library is a place, still. A place where people come together to do co-working and coordinate and
invent projects worth working on together. Aided by a librarian who understands the Mesh, a librarian who can bring domain knowledge and people knowledge
and access to information to bear.”
![Page 37: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/37.jpg)
People will create their own space
![Page 38: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/38.jpg)
Big picture• Environmental Scan • Find the Woo in your organization • Get involved!• Bibliocommons • Discover stuff outside the library world• Outreach • 24 hour advocacy
![Page 39: Contextual outreach tla](https://reader036.vdocument.in/reader036/viewer/2022062503/542a7f018d7f728d548b5a0c/html5/thumbnails/39.jpg)
Questions?• [email protected]• facebook/matherita• facebook.com/WhateverMathers• pinterest.com/matherita/• linkedin.com/in/amymather• prezi.com/user/matherita/