Gandel/HKU Library Leadership Institute 2010 Selling Libraries and Librarians How to Brand My...

Gandel/HKU Library Leadership Institute 2010

Selling Libraries and Librarians

How to Brand My Library for 21st Century?

Paul Gandel

Singapore Management University

Syracuse University

.

Paul Gandel Syracuse University 1


Selling Libraries and Librarians

How to Brand for 21st Century



•Creating a New Library Brand

And Why Anyone Should Care!

Its’ About Communicating Who You Are

Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010

Creating a Successful “Brand”

People mustpicture “You” in

their lives!



Evolution of Marketing

Features—what it has Benefits—what it does Experience—what you’ll feel Identification—who you are

Paul Gandel Syracuse University5


Branding is Not Simply About Awareness!

“Branding is the most misunderstood concept in all of marketing, even among so-called professionals. For example, people think successful branding is about awareness. It isn't. After all, everyone knows about cancer, but how many people actually want it?”

Bob Frankel



It’s really all about….VISION!

Who are you? And why should it

matter?Does it move me? Does it excite me?


But Branding is More than Just a Vision但品牌又不仅仅是抱负

Built fromyour strengths!

That Vision must reflect

reality and be

那种抱负必须反映现实并

建立于你的强项 !



Branding Examples from Industry



What is the the Library Brand?


The Challenge of Losing Brand Exclusivity…

The Challenge of Relevancy…


Library Brand OCLC - Perceptions of Libraries and Information Resources (2005)

Libraries, their resources and services, are

increasingly less visible to the public Books is the predominant idea associated with the

library brand Library users like self service—do not seek assistance Libraries are staffed by “friendly” people Strong attachment to the “idea” of library That library resources and librarians add value to

information search was not disputed by respondents, but the data suggest that the relevancy and lifestyle fit of that value are in question.

“time to rejuvenate the library brand.”



Did not use the library: Undergraduate Student Comments

(Connoway & Dervin OCLC Sense Making—Information Confluence)

“The library is a good source if you have several months.”“Hard to find things in library catalog.”“Tried [physical] library but had to revert to online library resources.” “Yeah, I don't step in the library anymore… better to read a 25-page article from JSTOR than 250-page book.”“Sometimes content can be sacrificed for format.”



Library Brand Visions

“Ready access and excellent service…”

“center of intense intellectual inquiry”

“is an essential and vital component of campus intellectual life”

“embrace change”

“best collections, strongest service, state-of-the-art technology”

“center for learning and intellectual discovery”

“libraries: the university’s competitive advantage”



The Librarian Dilemma—A Case Study

“Suzanne Thorin, dean of libraries at Syracuse University talked the talk in November at Educause, urging a crowd of university librarians to “move on to a new concept of what the university library is” — in her view, a place with fewer books and more space for students to sit around and access library resources on their laptops. But when Thorin tried to walk the walk a week later, she found her path obstructed by hundreds of outraged students and professors who chafed at her plan to ship many volumes to remote storage.”

Inside Higher Education



The Librarian Dilemma—A Case Study

“Thorin might have been visionary in her plan to relieve the library of some of its print collection in an effort to cut library costs, but she was naïve if she thought it wouldn’t meet with resistance on campus.” Inside Higher Education

“This current trend by librarians to destroy real education is appalling and must be resisted at all costs.” Annonymous Poster



Create Something New

But build on the your strengths….University leaders say… Students use the library heavily (83%) Faculty rely on the library (82%) Undergraduate research is growing in important (90%) The library will continue to be an essential resource (93%)

From Barbara Fisher--Library Journal 5/1/2010



New Visions – New Opportunities?

Learning spaces—both real and virtual

New organizational structures

New professional roles New organizational roles



As Creating Learning Spaces?

Study Spaces ? Information Commons ? Classrooms ? Gaming Studios?



The Building: Library as Place?

“The study rooms are nice but not nearly as necessary as a better workout facility”



Library as a Network?



A Broken Network!

“We have met the enemy and they are us”

Pogo

Libraries still think locally!

Reluctant to give up individual identity

Focus on the wrong measures

Focus on the wrong technology

From federated searching to..

Federated identity



Building On Collective Individuality and Expertise

Crowd Sourcing!

It must be BIG!REALLY BIG!!Paul Gandel Syracuse University

22


From Library Service to Knowledge Service

Building-based Services

Building-based Services

Collection Development

Collection Development

Cataloging, Indexing, Search

and Retrieval

Cataloging, Indexing, Search

and Retrieval

Reference Service Desk

Models

Reference Service Desk

Models

Embedded into Research Activities

and Learning

Embedded into Research Activities

and Learning

Customize, Discover, Design

Customize, Discover, Design

Analyze, Tool Creation, Synthesize,

Interpret

Analyze, Tool Creation, Synthesize,

Interpret

Partner, Engage, Integrate, Collaborate,

Network

Partner, Engage, Integrate, Collaborate,

Network



The Role of the Librarian Scholarly Literacy

The Embedded Librarian—from wandering scholar to wandering information professional.

The “team” approach Create “value” through shifting work

load—teaching, research, student engagement

Becoming part of the scholarly process

Teaching the “art of scholarship”



The Opportunities and Constraints of

Our Richness of Abundance

What are we now good at?Creating more stuff!

What are we not good at?Effectively using this stuff!



The Missing Element ?The Role of Librarian as an

integrator within the scholarly process

Powerful cyber-research tools are too complex to be run solely by scientist.

In the new world of massive-scale computing, professional information technology facilitators are needed to work with researchers to identify the most effective analytical tools, data sets, and other resources to best achieve research skills.



New Roles for the Information Professional

Cyberinfrastructure Facilitators

“Even the brightest and most motivated of scientists struggles to keep up with the rapid pace of knowledge creation in their respective fields.”

“A new breed of information professionals who will bridge the gaps between information, technology, and science, will substantially increment the productivity of the community of scholars and researchers.”



New Information Professional Key Skills

Enable collaboration Collect data Manage and store data Use the data for analysis

purposes Communicate data Design (information/data

systems) Training



New Information Professionals　 Soft Skills　

Domain expertise Team player Communicate about the project Interdisciplinary Pioneer Self-motivation Detail orientation Probability and Stats ability Research methods understanding



Tools and Knowledge

Multiple hardware and software platforms

Research ethics Multiple Statistical packages Geo-spatial technology Survey software Survey software—phone and web Government tools and technical formats Multiple databases—Oracle, MySQL Collaborative tools



Knowledge Driven Staff

Subject Librarians

Subject Librarians

Domain ExpertsDomain Experts

Information Analyst

Information Analyst

Taxonomy ExpertsTaxonomy Experts

Research and Learning Process Engineers

Research and Learning Process Engineers

FacilitatorsFacilitators



Libraries and Librarians Actively Making Sense of Data/Information

Active Archivist and Records Manager? “Trusted” Repository of Key Assets Active Policy Maker Providing Key Performance Indicators of

Organizations and Individuals Knowledge Managers



Example:SMU Library Manages the Data Collection for

Supporting the Faculty Evaluation ProcessSMU

Faculty Portfolios

KPI’s

IR(Lib)

Faculty



Paradigm Shift

Reference Service

Reference Service

CollectionCollectionSearch

and Retrieval

Search and

RetrievalDigital LibraryDigital Library

Knowledge Services

Knowledge Services

Research and Learning

Community

Research and Learning

Community

Global ContentGlobal Content

Knowledge Domains

Knowledge Domains



Again, The Three Questions to Ask

Who are you? What do you do? Why does it matter?

[email protected]


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