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Future Ready Libraries: Seducing the Customer Stephen Abram, ML CLRC: Central NY Library Resources Counci Syracuse, N Oct. 6, 201 These slides are available at Stephen’s Lighthouse blog

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Future Ready Libraries:Seducing the Customer

Stephen Abram, MLSCLRC: Central NY Library Resources Council

Syracuse, NYOct. 6, 2011These slides are available at Stephen’s Lighthouse blog

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Reducing Suspense:And the answer is . . . .

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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.]

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It’s the Whole Experience

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News Flash “The Internet and technology have now

progressed to their infancy”

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7 Gifts to Libraries, Publishers & Booksellers

1. The book isn’t dead or dying. It is evolving.2. Our users/customers are improving.3. Technology is going social and can support social

acts.4. The PC isn’t dead, but, again, it’s evolving and more

mobile.5. We know more about our customers than ever

before.6. Talent, Insight, Community, have social value.7. Opportunities always exist more in times of change

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Change can happen very fast

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Gift #1

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The Evolutionof Books

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Launched in US on June 30th

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Back Office: Baker & Taylor

Expected Launch Fall 2011

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Launched July 2011

$15 Billion Franchise

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Amazon eBook Subscriptions

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

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Why do people read?

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Why do people read?1. To learn2. To engage in hearing other’s opinions (to agree or disagree or understand)3. To develop more knowledge about myself and develop as a whole person4. To be entertained and laugh, to engage and interact5. To address boredom and the inexorable progress of time6. To research and keep up-to-date7. To participate well in civil society (everything from news to voting)8. To be informed (and maybe smarter)9. To understand others (individually and culturally)10. To escape our day-to-day lives11. To stimulate the imagination and be inspired or spiritual12. To write and communicate better through reading others13. To teach14. To have something to talk about15. To connect with like-minded people

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Borders Kobo, B&N Nook, Amazon Kindle, Apple iPad, Sony Reader, etc. . . .

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Gift #2

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Content Spam

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Trans-Literacy: Move beyond reading & PC skills Reading literacy Numeracy Critical literacy Social literacy Computer literacy Web literacy Content literacy Written literacy

News literacy Technology literacy Information literacy Media literacy Adaptive literacy Research literacy Academic literacy Reputation, Etc.

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List of content farms and general spammy user generated content sites:

All Experts ( Answers ( Answer Bag ( Articles Base ( Ask ( Associated Content ( BizRate ( Buzle ( Brothersoft ( Bytes ( ChaCha ( eFreedom ( eHow ( Essortment ( Examiner ( Expert Village ( )

Experts Exchange ( eZine Articles ( Find Articles ( FixYa ( Helium ( Hub Pages ( InfoBarrel ( Livestrong ( Mahalo ( Mail Archive ( Question Hub ( Squidoo ( Suite101 ( Twenga ( WiseGeek ( Wonder How To ( Yahoo! Answers ( Xomba (

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The nasty facts about Google &

Bing and consumer search:

SEO / SMOContent Farms




Panda Silver

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Gift #3

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The Evolution

of Answers

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Sensemaking: Too much choice

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Why do people ask questions?

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What are your top 10-20 questions?What is the service portfolio model

that goes with those?

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The new bibliography and

collection development




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Driving the Knowledge Portal alignment with User Behaviour

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What does all this mean?

The Article level universe The Chapter and Paragraph Universe Integrated with Visuals – graphics and charts Integrated with ‘video’ Integrated with Sound and Speech Integrated with social web Integrated with interaction and not just interactivity How would you enhance a book? How do Libraries play the game?

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What Are Libraries Really For?

• Community• Learning• Discovery• Progress• Research (Applied and Theoretical)• Cultural & Knowledge Custody / Conservation• Economic Impact

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Questions for Libraries & Publishers Today:1. Are our priorities right?2. Are learning, research, discovery changing

materially and what is actually changing?3. Books. Meh.4. What is the role of information and

recreational reading in the real future (that is not an extension of the past)?

5. Are we for the 21st Century world that will be or the 20th Century one that was?

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Grocery Stores

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Grocery Stores

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Grocery Stores

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Cookbooks, Chefs . . .

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Cookbooks, Chefs . . .

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Gift #4

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Mobility: Where the Patron Is

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Gift #5

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Libraries are Social


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The New Social Skills

Credulity (tricks, SEO, SMO, spam, phish, farms) Transparent distrust and radical intellect The Filter Bubble Finding black hole data (like non-digital) Networking with a Closed Circle Beyond search to find/discover, choose/use,

understand/internalize and FORGET. Tagging and organizing – offline remembering Information ethics and creation Curation

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How would this look?

Top Reference and Research Questions Do you know them? Or do you know retail

sales numbers or circulation numbers better? Health . . . Career Advice and Job Finding Genealogy Homework Etc.

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Chefs, counsellors, teachers, magicians

Librarians, Publishers and Booksellers play a vital role in building the critical connections

between information , knowledge & learning.

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Libraries Are Social


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End User Psychographic Centricity Focus on the Questions (Needs, CRM) Build or Buy Knowledge Portals (Meals) Emphasize Content Quality (not books) Expand Social Media Programs on Information

Literacy Advocate and Align with the ListenerTell Stories, Have users tell stories Invest in Strategic Analytics – Measurements of

Impact, ROI and Value Collaborate vs. socialize

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News Flash

News Flash

Shift Happens

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Focus on the ShiftsAnd Innovate THERE

The biggest shift from the internet and the web has been the social web.

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The power of libraries

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Stephen Abram, MLS, FSLAVP strategic partnerships and markets

Cengage Learning (Gale)Cel: 416-669-4855

[email protected]’s Lighthouse Blog

http://stephenslighthouse.comFacebook or Google+: Stephen Abram

LinkedIn / Plaxo: Stephen AbramTwitter: sabram

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