GEO on the Web: Implications for library strategies

Stephen Abram, MLSSouth Central Regional Library Council

Emerging Library Technologies II: Innovation ConferenceWebinar, NY, May 3, 2011

Here’s Waldo!

Why should we care about? Location is important. That’s why we have

branches and physical service points. Users need our services beyond the walls of

the library. Where are our users and what are they doing?

Can we understand them better? Do we need to adjust our products and

services depending on location (& device)?

Let’s geta few

definitions out of the

way?

Definitions

Geolocation: “Geolocation is the identification of the real-world geographic

location of an Internet-connected computer, mobile device, website visitor or other.”

DefinitionsGPS: “Global Positioning System: a navigational system involving satellites and computers that can determine

the latitude and longitude of a receiver on Earth by computing the time difference for signals from different

satellites to reach the receiver.”

Definitions

GIS: “A geographic information system (GIS), or geographical information system, is any system that captures, stores, analyzes, manages, and

presents data that are linked to location.”

OnStar

Apple iPhone Tracking

DefinitionsGeo-IP: Geographic IP address location services can help you

to identify virtual mobile or web visitor's geographical location information (i.e. country, region, city, latitude,

longitude, ZIP code, time zone, connection speed, ISP and domain name, IDD country code, area code, weather station

code and name, and mobile carrier) using an IP address lookup database and technology.

Definitions

Geotagging: Geotagging, also called geocoding, “is the process of adding geographical identification metadata to various media such as photographs, video, websites,

or RSS feeds and is a form of geospatial metadata.”

Social Media Roundup

What is geotagging? Geotagging is the process of adding

geographical identification to photographs, video, websites and SMS messages. It is the equivalent of adding a 10-digit grid coordinate to everything you post on the internet.

Geotags are automatically embedded in pictures taken with smartphones. Many people are unaware of the fact that the photos they take with their smartphones and load to the Internet have been geotagged.

Photos posted to photo sharing sites like Flickr and Picasa can also be tagged with location, but it is not an automatic function.

Social Media Roundup

Geotagging photos Photos have used geotagging for quite some time.

Certain formats like the JPEG format allow for geographical information to be embedded within the image and then read by picture viewers. This shows the exact location where a picture was taken.

Most modern digital cameras do not automatically add geolocation metadata to pictures, but that is not always true. Camera owners should study their camera’s manual and understand how to turn off GPS functions.

On photo sharing sites, people can tag a location on their photos, even if their camera does not have a GPS function. A simple search for “Afghanistan” on Flickr reveals thousands of location tagged photographs that have been uploaded.

DefinitionsGeocaching: “Geocaching is an outdoor activity in

which the participants use a Global Positioning System (GPS) receiver or other navigational techniques to hide and seek containers (called "geocaches" or "caches")

anywhere in the world.”

DefinitionsSEO: “Search Engine Optimization”

SMO: Social Media OptimizationContent Farms, Content Mills

What’s GEO good for?

Advertising targeting - You can target ads based on geo-tagging in most SEO and SMO sites.

Market research – You can collect data and information quietly about user behaviors by capturing geo-data.

Geo-authentication – You can remove barriers to access to information, sites and databases using geo-authentication versus nasty passwords, bar-codes, etc.

Surveying and data collection – You will have a deeper understanding of the latest data capture techniques for segmenting user data such as where your intranet or site hits are coming from and for what.

Maps (mines, forestry, etc.) – map librarianship has always been a key part of our field and this geo-stuff is creating opportunities for librarian employment in both the public and private sectors.

Domains as diverse as urban planning, crisis control, elections, surveys and polling are into geo-data.

It’s a piece of metadata and we’re all about that!

PLAYTIME

Foursquare http://foursquare.com/ Gowalla http://gowalla.com/ Twitter http://twitter.com/

Facebook Places http://www.facebook.com/ BrightKite (local texting) http://brightkite.com/ MyTown (Facebook game) http://www.aboutus.org/MyT

own.com

Loopt http://www.loopt.com/

Social Media Roundup

Location-based social networking applicationsFoursquare, Facebook Places and other applications

Japan’s New Year Sets Record With 6,939 Tweets/Second

Twitter

Social Media Roundup

Location-based Social Networking

Location-based social networking is quickly growing in popularity. A variety of applications are capitalizing on users’ desire to broadcast their geographic location.

Most location-based social networking applications focus on “checking in” at various locations to earn points, badges, discounts and other geo-related awards.

The increased popularity of these applications is changing the way we as a digital culture view security and privacy on an individual level. These changes in perception are also creating OPSEC concerns on an Army level.

Social Media Roundup

foursquare Foursquare is a location-based social

networking website for mobile devices. Users “check-in” at various places using a mobile website. They are then awarded points and

sometimes “badges.”

Users of foursquare use the service to share their location with friends, meet new people and

get coupons. Users can also connect and publish their “check ins” to Facebook and

Twitter. If someone is not a friend on foursquare they can still track your whereabouts through

Facebook.

Foursquare has over 4 million users.

Foursquare currently has iPhone, Android, webOS, Windows Phone 7 and BlackBerry

applications.

http://foursquare.com/

Social Media Roundup

Facebook places

Facebook’s “Places” is similar to Foursquare in that it gives an individual’s location when the users posts information using a mobile application.

This feature is available by using the Facebook application for iPhone, touch.facebook.com and Android.

This function is automatically active on all Facebook accounts until disabled.

http://www.facebook.com/places/

Social Media Roundup

Gowalla

Gowalla is another location-based social networking application that functions much like Foursquare and Facebook Places.

Users can build a Passport which includes a collection of stamps from the places users have been.

Gowalla users can also post photos and submit tips at various locations.

http://gowalla.com/

Social Media Roundup

SCVNGR

SCVNGR is a location-based social networking application that takes “checking in” a step further by allowing companies, educational institutions and organizations to build challenges inside the platform.

Users are encouraged to complete the challenges in order to earn points, badges or real-life discounts and coupons.

http://www.scvngr.com/

Twitter: Location, Location, Location http://blog.twitter.com/2009/08/location-loca

tion-location.html

Facebook Places http://mashable.com/2010/08/18/facebook-la

unches-its-location-features-live/

Where’s My Library?

Every library website should have this simple library Google Maps mashup!

Where is my branch? What is the address? How do I drive there? How do I walk there? Can I take public transportation there? What does it look like? Use Google Maps, Street View, Satellite, Earth! Where is the Bookmobile today?

GALE AccessMyLibrary http://www.gale.cengage.com/apps/ or iTunes / App Store

Vendor Location Aware Traffic

Gale Cengage Learning Encyclopedia.com Google / Bing SEO Zip Code or Postal Code

For Metadata / Cataloguer Geeks

Librarianship is ahead of the game with standards and metadata rules i.e. “Geospatial Curation”

MARC Field 342 - Geospatial Reference Data (since Feb. 1999!) http://www.loc.gov/marc/bibliographic/bd342.html Crosswalk: FGDC Content Standards for Digital Geospatial Metadata to

USMARC. http://www.alexandria.ucsb.edu/public-documents/metadata/fgdc2marc.html Crosswalk: USMARC to FGDC Content Standards for Digital Geospatial

Metadata. http://www.alexandria.ucsb.edu/public-documents/metadata/marc2fgdc.html FGDC is the Federal Geographic Data Committee which is an interagency

committee that promotes the coordinated development, use, sharing, and dissemination of geospatial data on a (U.S.) national basis.

GEO SEO

Geo is a big part of SEO targeting Nation targeting, language targeting, campus

targeting Political targeting as part of electoral district

or state level primaries Political or special interest targeting as part of

census data Business targeting – food, retail, etc.

Mobility

A 1965 iPhone

http://www.all-media.info/external-page.php?url=http://proposals.nextnature.net

Other Ideas and concepts

Groupon Apple iStore Apps iPad / iPhone / Android / BB Apps – ALL are

geo-enabled Local photo collections (such as iPhone shots) Partnerships with local tourism agencies Local history tagging An idea for a SME targets

StrategicAnalytics

Sources for Data

Web site traffic (Google Analytics) OPAC data (ILS) (You may need to update) Census Data NCES or IMLS Data ARL Data FSU GeoLib Lab & Christie Koontz

http://www.geolib.org/about.cfm Local or state government data

What do we need to know?

How do library databases and virtual services compare with other web experiences?

Who are your core virtual users? Are there gaps? Does learning happen? How about discovery? What are user expectations for true satisfaction? How does library search compare to consumer

search like Google and retail or government? How do people find and connect with library virtual

services? Are end users being successful in their own POV? Are they happy? Will they come back? Tell a friend?

Libraries can now, easily: Get and use data by geography Protect patron privacy while doing so Chart where virtual users come from and

what they do Determine the differences between virtual

and on site users Separate library, campus and off-campus use Look deeply into questioning & search space

What We Never Really Knew Before (US/Canada)

27% of our users are under 18. 59% are female.

29% are college students. 5% are professors and 6% are teachers.

On any given day, 35% of our users are there for the very first time!

Only 29% found the databases via the library website. 59% found what they were looking for on their first search.

72% trusted our content more than Google. But, 81% still use Google.

2010 Eduventures Research on Investments

58% of instructors believe that technology in courses positively impacts student engagement. 71% of instructors that rated student engagement levels as “high” as a result of using technology in

courses. 71% of students who are employed full-time and 77% of students who are employed part-time

prefer more technology-based tools in the classroom. 79% of instructors and 86 percent of students have seen the average level of engagement improve

over the last year as they have increased their use of digital educational tools. 87% of students believe online libraries and databases have had the most significant impact on

their overall learning. 62% identify blogs, wikis, and other online authoring tools while 59% identify YouTube and

recorded lectures. E-books and e-textbooks impact overall learning among 50% of students surveyed, while 42% of

students identify online portals. 44% of instructors believe that online libraries and databases will have the greatest impact on

student engagement. 32% of instructors identify e-textbooks and 30% identify interactive homework solutions as having

the potential to improve engagement and learning outcomes. (e-readers was 11%) 49% of students believe that online libraries and databases will have the greatest impact on

student engagement. Students are more optimistic about the potential for technology.

Data Opportunity

Top Reference Questions (See Gale Customizable Survey Tool)

Top detailed searches on your databases (Gale offers this. I assume other vendors too.)

User satisfaction with databases and comparisons to others (Foresee)

Website traffic (Google Analytics) sources OPAC usage data (Collections vs. traffic) Visibly Tied to Strategic Outcomes

Health and Wellness / Community Health / Nutrition / Diet / RecoveryDIY Do It Yourself Activities and Car Repair

GenealogyTest prep (SAT, ACT, occupational tests, etc. etc.)

Legal Questions (including family law, divorce, adoption, etc)Hobbies, Games and Gardening

Local HistoryConsumer reviews (Choosing a car, appliance, etc.)

Homework Help (grade school)Technology Skills (software, hardware, web)

Government Programs, Services and TaxationSelf-help/personal development

Careers (jobs, counseling, etc.)Reading Choices and recommendations, books & authors

Travel and Vacation, Tourism SupportSupporting College credits, Distance Education, and Adult Continuing Education

Personal Finance and Investments / Financial LiteracyReligion and spirituality

Retirement and Seniors ServicesGeneral Reference / Quick Answer Questions (e.g. telephone numbers, addresses, definitions, locations, library hours and services, etc.)

Coming to America or our Community (Immigration, Moving)Book Clubs / Community Reading / Summer Reading

Business. Leadership and ManagementParenting and Child Development

Adult Literacy / ESLEntrepreneurship and Consulting

Small and Medium-sized Business SupportWorld Cultures/Understanding Our World

History Studies (Civil War, WW2, etc.)Choosing a School, Program/Degree, College or University / College Planning

Finding People / Biographies

0.00 0.20 0.40 0.60 0.80 1.00 1.20

Relative Patron Interest in Various Areas

The Baker’s Dozen (one state`s top PL questions)

1. Health and Wellness / Community Health / Nutrition / Diet / Recovery 2. DIY Do It Yourself Activities and Car Repair 3. Genealogy 4. Test prep (SAT, ACT, occupational tests, etc. etc.) 5. Legal Questions (including family law, divorce, adoption, etc) 6. Hobbies, Games and Gardening 7. Local History 8. Consumer reviews (Choosing a car, appliance, etc.) 9. Homework Help (grade school) 10. Technology Skills (software, hardware, web) 11. Government Programs, Services and Taxation 12. Self-help/personal development 13. Careers (jobs, counselling, etc.)

Hobbies and Gardening

Consumer reviews (choosing a car, appliance, etc.)

Health and Wellness / Community Health / Nutrition / Diet / Recovery

Local History

Homework Help (grade school)

DIY Do It Yourself Activities and Car Repair

Genealogy

Legal Questions (including family law, divorce, adoption, etc)

Test prep (SAT, ACT, occupational tests, etc.)

Technology Skills (software, hardware, Internet/web)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

88.3%

83.1%

81.7%

75.9%

72.9%

67.8%

60.0%

60.0%

58.3%

51.7%

10.0%

15.3%

16.7%

22.4%

25.4%

30.5%

31.7%

35.0%

41.7%

48.3%

1.7%

1.7%

1.7%

1.7%

1.7%

1.7%

8.3%

5.0%

0.0%

0.0%

Resource Levels for Top Ten Areas of Patron Interest (Question 1)

EnoughNot EnoughNot Applicable

History

/ Socia

l Studies

Scien

ce / S

cience

fairs)

Biographies

Litera

ture

Speci

al Ev

ents

(Black (

or Hisp

anic,

Asian, N

ative

American

) Hist

ory Month)

Women

’s Studies

Religio

n0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

45.0% 46.7% 46.7%32.2% 33.3%

5.2% 3.4%

43.3% 38.3% 38.3%

42.4% 35.0%

12.1% 11.9%

10.0% 13.3% 13.3%22.0%

20.0%

22.4%39.0%

1.7% 1.7% 1.7% 1.7%11.7%

56.9%

44.1%

0.0% 0.0% 0.0% 1.7% 3.4% 1.7%

Student Homework Support - Level of Requests by Area

N/ANot at all CommonSlightly CommonCommonVery Common

Euro

pe

Middle Ea

st

United Kingd

omAfri

ca

World

Cultures

/Unders

tanding O

ur World

Australi

a /New

Zeala

nd

China / Fa

r East Asia

Easte

rn Eu

rope

Latin Ameri

ca

India / P

akist

an

Cuba & Cari

bbean

Russia

Asia Paci

fic0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18.97% 20.00%

6.90% 8.62%14.04%

1.72% 5.00%10.53%

1.89% 3.39% 6.90%0.00% 0.00% 1.69%

39.66% 38.33%

37.93% 32.76% 22.81%

24.14% 20.00%14.04%

18.87% 16.95% 10.34%15.25% 13.79% 8.47%

34.48%28.33%

36.21% 41.38% 47.37%

56.90%50.00%

57.89%

49.06%55.93%

51.72% 52.54%46.55%

45.76%

6.90%11.67% 18.97% 17.24% 14.04% 17.24%

23.33%17.54%

28.30%22.03%

31.03% 30.51%39.66%

42.37%

0.00% 1.67% 0.00% 0.00% 1.75% 0.00% 1.67% 0.00% 1.89% 1.69% 0.00% 1.69% 0.00% 1.69%

Areas of World Which Generate Most Questions

N/ANot at all PopularSlightly PopularPopularVery Popular

Gardening (L)Knitting & Needlecrafts (P)Knitting & Needlecrafts (L)

Arts & Crafts (P)Arts & Crafts (L)

Television Shows (P)Television Shows (L)

Gardening (P)Computers (L)

Pets (P)Pets (L)

Music (P)Traveling, Tourism & Vacations (L)Traveling, Tourism & Vacations (P)

Exercise, Cycling & Walking (L)Exercise, Cycling & Walking (P)

Movies & Film (L)Movies & Film (P)

Cooking & Recipes (L)Computers (P)

Music (L)Cooking & Recipes (P)

Recreational Reading (L)Recreational Reading (P)

0 1 2 3 4 5 6 7 8 9 10 11 12

Top 12 Hobbies - Patrons (P) & Librarians (L)

0

7171 42 42 25

34

4035

17

3342

19

39

26 915

30 30

48

41

3033

59

37

30

59

30

48

6562

18 18 17 14 1822 14

1718

7

21 16

1010

Top-Level BenchmarksGale-Cengage Browse Survey

August 01, 2010 - August 31, 2010

Questions

LIBRARIES ARE SOCIAL INSTITUTIONS

Know Your UsersWhere they are...

Stephen Abram, MLS, FSLAVP strategic partnerships and markets

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

stephen.abram@cengage.comStephen’s Lighthouse Blog

http://stephenslighthouse.comFacebook: Stephen Abram

LinkedIn / Plaxo: Stephen AbramTwitter: sabram

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