CIL 2011: Three Keys to Engaging Digital Natives

Speaker: Michelle Manafry

It doesn’t matter how cool you are, at some point you will find yourself sounding like your parents. “In my day, we had to look things up in the catalog.” That’s okay — there differences in the generations.

Tara Hunt says, “Andy Warhol’s saying, ‘everyone will be famous for 15 minutes’ has changed to ‘everyone will be famous to 15 people.'” This did not start with the internet. It was already heading that way from the therapist’s couch to Jerry Springer. It’s no surprise that reality TV is so popular.

It might seem dangerous to be sharing so much information, but it also provides the opportunity to crowdsource for good.

One way libraries can blur the lines and bring the social aspect to their communities is by using social sign-on instead of anonymous browsing or a lengthy registration process. This allows them to integrate the users’ social community into the website and take it back to their social networks. They can become your advocates out in the world.

This generation is interested in knowledge sharing, not knowledge hoarding. For example, the trend of haul videos on YouTube shows a very engaged user base. This is innovation on their own terms. Quirky is an organization/site for social product development. Users submit ideas and the community decides on which one will be created and sold. Not only do the inventors earn money, but also the people who were involved in deciding on the product, because nothing gets made if no one will buy it and the selection process is a huge part of the product development.

Knowledge alone is not power. Knowledge shared is power. We ignore this at our peril.

This generation has more faith in the things it is involved in creating. This generation is interested in interactions, not transactions.

Social capitalism is an emerging economy based on ratings and interactions. We need to be aware of and involved in this new economy. Many libraries are adopting ways to engage with users, from resource guides to chat services.

IL 2010: Adding Value to Your Community

speaker: Patricia Martin

[I took notes on paper because my netbook power cord was in my checked bag that SFO briefly lost on the way here. This is an edited transfer to electronic.]

She told a story about how a tree in her yard sprang up and quickly produced fruit, due in part to the fertilization that came from some bats living in her garage. The point being is that libraries are sitting on hidden assets (i.e. bat shit), but we haven’t packaged it in a way our community will recognize and value it (i.e. bat guano fertilizer).

She thinks that the current conditions indicate we are on the cusp of a renaissance generation that will lead to an explosion of creativity. Every advanced civilization gets to a point where there is so much progress made that traditions become less relevant and are shed. We need to keep libraries, or at least their role in society/education, relevant or they will be lost.

Martin says that the indicators of a renaissance are death (recession), a facilitating medium (internet), and an age of enlightenment (aided by the internet). We are seeing massive creativity online, from blog content larger than the volumes in the Library of Congress to Facebook to the increase in epublications over their print counterparts.

Capitalism relies on conformity, but conformity won’t give us the creativity we need. Brands/companies who are succeeding are those who provide a sense of belonging/community for their users, who empower creativity among them, and who manage the human interface.

The old ways have the brand at the center, but the new way is to have the user at the center. This sounds easy, until you have to live it. When the user is at the center, they want to build a community/tribe together, which creates sticker brands.

Jonathan Harris wants us to move forward towards creating a vibrant culture online that’s not about celebrity tweets. He is studying the things that people yearn for and creating a human interface to explore it. It is projected that 80% of data generated will come from social networks – how will we make sense of it all? Why would the RenGen (renaissance generation) still use libraries if the traditional book is our brand? We need a new story about the future where libraries are present, in whatever form they become.

A president of a cloud computing company is quoted by Martin as saying that in the future, screens will be everywhere. The return on transaction (faster) will replace the return on investment. He saw the cloud storage demand grow 500 times in 2009, and expects that rate will only continue into the future as we generate more and more data.

Story is the new killer app – the ultimate human interface. The new story of the future will be built around preconition.

Libraries can create value by leaving the desk and going into the community to provide neutral information to meet the needs of the community. We add value by putting users at the center, letting them collaborate on the rules, and curating the human interface.

IL 2010: Beyond 23 Things

presenters: Louise Alcorn, Christa Burns, and Jennifer Koerber

The 23 Things program was designed to introduce library staff to explore and discover new and emerging technologies. Many libraries have taken it and adapted it to their own organizational needs, and some are starting to experiment with doing it with users as well.

Alcorn’s first attempt at doing this was a bit of a failure, in part because her incentives weren’t strong enough, and in part because there wasn’t enough buy-in to self-motivate the participants. Nudging became nagging, which didn’t help.

NWILSA’s 13 Things is done with different instructors online. The participants were given “homework” assignments to keep everything in check. The instructors had dress rehearsals to make sure the tech worked, and it was all through the same Adobe Connect room. The participants were also given a Google Site to keep all the info together, and chat pods to discuss the side conversations that sprouted.

But, there were problems. There needed to be ongoing marketing (not nagging) that promotes each presentation/session. The participants were reluctant to get a headset with a microphone rather than just participating in the text chat. Also, due to staff constraints, they weren’t able to effectively turn the feedback into new programming.

When Nebraska Learns 2.0 ended, many of the participants commented that they were sad to see it end and wanted to do more. So, the organizers looked around to find a way to maintain it as an ongoing project.

However, they noticed that participation and new joiners dropped over time. The problem was, they promoted it initially, but didn’t continue the promotion beyond that until recently. Now, every month, at least one new participant joins and a thing gets done.

Koerber wants to bring the 23 things to the users wherever they are (home, work, library, etc.). The scalability is challenging, particularly for incentives and interaction. It can get a bit unwieldy. The program itself needs to be open-ended and self-driven.

One possible model has WordPress at its core and uses social networks (virtual and physical) to connect the participants. Promotion can be done through bookmarks, flyers, Craigslist, etc. Rather than everyone winning something, participants could be entered into monthly raffles for prizes.

ER&L 2010: Adventures at the Article Level

Speaker: Jamene Brooks-Kieffer

Article level, for those familiar with link resolvers, means the best link type to give to users. The article is the object of pursuit, and the library and the user collaborate on identifying it, locating it, and acquiring it.

In 1980, the only good article-level identification was the Medline ID. Users would need to go through a qualified Medline search to track down relevant articles, and the library would need the article level identifier to make a fast request from another library. Today, the user can search Medline on their own; use the OpenURL linking to get to the full text, print, or ILL request; and obtain the article from the source or ILL. Unlike in 1980, the user no longer needs to find the journal first to get to the article. Also, the librarian’s role is more in providing relevant metadata maintenance to give the user the tools to locate the articles themselves.

In thirty years, the library has moved from being a partner with the user in pursuit of the article to being the magician behind the curtain. Our magic is made possible by the technology we know but that our users do not know.

Unique identifiers solve the problem of making sure that you are retrieving the correct article. CrossRef can link to specific instances of items, but not necessarily the one the user has access to. The link resolver will use that DOI to find other instances of the article available to users of the library. Easy user authentication at the point of need is the final key to implementing article-level services.

One of the library’s biggest roles is facilitating access. It’s not as simple as setting up a link resolver – it must be maintained or the system will break down. Also, document delivery service provides an opportunity to generate goodwill between libraries and users. The next step is supporting the users preferred interface, through tools like LibX, Papers, Google Scholar link resolver integration, and mobile devices. The latter is the most difficult because much of the content is coming from outside service providers and the institutional support for developing applications or web interfaces.

We also need to consider how we deliver the articles users need. We need to evolve our acquisitions process. We need to be ready for article-level usage data, so we need to stop thinking about it as a single-institutional data problem. Aggregated data will help spot trends. Perhaps we could look at the ebook pay-as-you-use model for article-level acquisitions as well?

PIRUS & PIRUS 2 are projects to develop COUNTER-compliant article usage data for all article-hosting entities (both traditional publishers and institutional repositories). Projects like MESUR will inform these kinds of ventures.

Libraries need to be working on recommendation services. Amazon and Netflix are not flukes. Demand, adopt, and promote recommendation tools like bX or LibraryThing for Libraries.

Users are going beyond locating and acquiring the article to storing, discussing, and synthesizing the information. The library could facilitate that. We need something that lets the user connect with others, store articles, and review recommendations that the system provides. We have the technology (magic) to make it available right now: data storage, cloud applications, targeted recommendations, social networks, and pay-per-download.

How do we get there? Cover the basics of identify>locate>acquire. Demand tools that offer services beyond that, or sponsor the creation of desired tools and services. We also need to stay informed of relevant standards and recommendations.

Publishers will need to be a part of this conversation as well, of course. They need to develop models that allow us to retain access to purchased articles. If we are buying on the article level, what incentive is there to have a journal in the first place?

For tenure and promotion purposes, we need to start looking more at the impact factor of the article, not so much the journal-level impact. PLOS provides individual article metrics.

CIL 2009: Social Network Profile Management

Speaker: Greg Schwartz

Who are you online? Identity is what you say about you and what others say about you. However, it’s more than just that. It includes the things you buy, the tools you use, the places you spend your time, etc.

You do not own your online identity. You can’t control what people find out about you, but you can influence it.

  1. Own your user name. Pick one and stick to it. Even better if you can use your real name. (
  2. Join the conversation. Develop your identity by participating in social networks.
  3. Listen. Pay attention to what other people are saying about you.
  4. Be authentic. Ultimately, social networking is about connecting your online identity to your in-person identity.

Speaker: Michael Porter

MP was the project manager for the social tools on WebJunction. It’s designed to be for librarians and library staff.

If you are representing your organization online, be yourself, but also be sensitive to how that could be perceived. Share your library success stories!

Speaker: Sarah Houghton-Jan

Library online identities should be created with a generic email address, should be up-to-date, and should allow comment and interaction with users. Keep the tone personable.

Don’t use multiple identities. Make sure that someone is checking the contact points. You’ll get better results if you disperse the responsibility for library online identities across your institution rather than relying on one person to manage it all.

Speaker: Amanda Clay Powers

People have been telling their stories for a long time, and online social networks are just another tool for doing that. Some people are more comfortable with this than others. It’s our role to educate people about how to manage their online identities, however, our users don’t always know that librarians can help them.

On Facebook, you can manage social data by creating friends lists. This functionality is becoming more important as online social networks grow and expand.