Selling Libraries and Librarians How to Brand My Library for 21 st Century?

1. Selling Libraries and LibrariansHow to Brand My Library for 21st Century? Paul Gandel Singapore Management University Syracuse University . Paul Gandel Syracuse University

2. Selling Libraries and LibrariansHow to Brand for 21st Century Paul Gandel Syracuse University

3. Creating a New Library Brand Its’ About Communicating Who You Are And Why Anyone Should Care!

4. Creating a Successful “Brand” People must picture “You” in their lives! Paul Gandel Syracuse University

5. Evolution of Marketing Features—what it has Benefits—what it does Experience—what you’ll feel Identification—who you are Paul Gandel Syracuse University

6. 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 Paul Gandel Syracuse University

7. It’s really all about….VISION! • Who are you? • And why should it matter? • Does it move me? • Does it excite me?

8. But Branding is More than Just a Vision但品牌又不仅仅是抱负 That Vision must reflect reality and be Built from your strengths! 那种抱负必须反映现实并 建立于你的强项! Paul Gandel Syracuse University

9. Branding Examples from Industry Paul Gandel Syracuse University

10. What is thethe Library Brand? The Challenge of Losing Brand Exclusivity… The Challenge of Relevancy… Paul Gandel Syracuse University

11. 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.” Paul Gandel Syracuse University

12. 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.” Paul Gandel Syracuse University

13. 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” Paul Gandel Syracuse University

14. 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 Paul Gandel Syracuse University

15. The Librarian Dilemma—A Case Study • “This current trend by librarians to destroy real education is appalling and must be resisted at all costs.” • Annonymous Poster • “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 Paul Gandel Syracuse University

16. 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 Paul Gandel Syracuse University

17. New Visions – New Opportunities? Learning spaces—both real and virtual New organizational structures New professional roles New organizational roles Paul Gandel Syracuse University

18. As Creating Learning Spaces? Study Spaces ? Information Commons? Classrooms? Gaming Studios? Paul Gandel Syracuse University

19. The Building: Library as Place? “The study rooms are nice but not nearly as necessary as a better workout facility” Paul Gandel Syracuse University

20. Library as a Network? Paul Gandel Syracuse University

21. 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 Paul Gandel Syracuse University

22. Building On Collective Individuality and ExpertiseCrowd Sourcing! It must be BIG! REALLY BIG!! Paul Gandel Syracuse University

23. From Library Service to Knowledge Service Embedded into Research Activities and Learning Building-based Services Collection Development Customize, Discover, Design Cataloging, Indexing, Search and Retrieval Analyze, Tool Creation, Synthesize, Interpret Partner, Engage, Integrate, Collaborate, Network Reference Service Desk Models Paul Gandel Syracuse University

24. The Role of the LibrarianScholarly 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” Paul Gandel Syracuse University

25. 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! Paul Gandel Syracuse University

26. The Missing Element?The Role of Librarian as anintegrator 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. Paul Gandel Syracuse University

27. New Roles for the Information ProfessionalCyberinfrastructure Facilitators • “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.” “Even the brightest and most motivated of scientists struggles to keep up with the rapid pace of knowledge creation in their respective fields.” Paul Gandel Syracuse University

28. New Information ProfessionalKey Skills Enable collaboration Collect data Manage and store data Use the data for analysis purposes Communicate data Design (information/data systems) Training Paul Gandel Syracuse University

29. New Information ProfessionalsSoft Skills • Domain expertise • Team player • Communicate about the project • Interdisciplinary • Pioneer • Self-motivation • Detail orientation • Probability and Stats ability • Research methods understanding Paul Gandel Syracuse University

30. 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 Paul Gandel Syracuse University

31. Knowledge Driven Staff Subject Librarians Information Analyst Research and Learning Process Engineers Taxonomy Experts Facilitators Domain Experts Paul Gandel Syracuse University

32. 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 Paul Gandel Syracuse University

33. Example:SMU Library Manages the Data Collection for Supporting the Faculty Evaluation ProcessSMU IR (Lib) Faculty Faculty Portfolios KPI’s Paul Gandel Syracuse University

34. Paradigm Shift Collection Global Content Research and Learning Community Search and Retrieval Digital Library Knowledge Domains Reference Service Knowledge Services Paul Gandel Syracuse University

35. Again, The Three Questions to Ask Thanks....pgandel@syr.edu Who are you? What do you do? Why does it matter? Paul Gandel Syracuse University