International Development in the Production of Digital Services by Public Libraries

1. International Development in the Productionof Digital Services by Public Libraries Future Oriented Internet Based Library Services Andreas Mittrowann Andreas Mittrowann

2. Vision Public libraries are presenting themselves as competent mediators of electronic media. Through new, intelligent and citizen-oriented services they win and hold new customers. A future-oriented concept builds the foundation of all activities and offers, which focus on the customer and his needs. Constant change is welcomed as the core element of all tasks.

3. The shift of paradigms in public libraries • Mission • from preservers of the collective memory to user-oriented distribution of information • Role • from planning and managing physical collections to sifting, evaluating and navigating knowledge • Competencies • from unspecific competencies („everything for everybody“) to management of information • Services • from physical media to a combination of physical and virtual knowledge, complemented by licenses and access authorizations

4. Five trends we need to know • Globalization • things happen quickly and at the same time around the globe - from local to global competitor • Knowledge economy • from specialized company to merged services • Convergence • the library in a box • Individualization • the smallest unit is the customer • Customer first • people get used to customer-oriented, friendly and pro-active services

5. Marketing the public library Market research Product policy Distribution policy Communications policy

6. Market research for digital products Silicon Valley Library System Reading Public Library St. Joseph County Public Library General questionnaire

7. Distribution directions • Pull services • everything that makes the customer move towards the offer • a supermarket • the library • a homepage • Push services • everything that brings the service or information about the service to the customer • the pizza service • direct mailings • book delivery services for special target groups

8. Distribution channels • One to all • mass distribution • the user as a recipient • passive knowledge • One to many • target group distribution • selection of user groups • active knowledge • One to one • individual communication • intelligent knowledge

9. pull push • A structure for distribution services delivery service one to all public library student travel agency customer magazine one to many investment consulting personalized alert service one to one

10. Distribution of electronic products • Pull • one to all: i.e. homepage • one to many: i.e. electronic newsletters • one to one: i.e. „MyLibrary.org“ • Push • one to all: i.e. direct mailings of electronic • newsletters • one to many: i.e. target group mailings • one to one: i.e. individualized E-Mails or SMS

11. Pull: one to all • Home page • Virtual tour by map • Virtual tour by images • Fiction: Readers advisory • Electronic texts (public) • Electronic texts (licensed) • Virtual gallery • E-Mail reference • Talk to a librarian • Frequently asked questions • Purchase request • Online tutorials

12. Pull: one to many • Homepage • E-journals for special target groups • Children‘s Center • E-Mail reference for children • Newsletter for kids • Senior center • Employment opportunities • Career bookmarks • Business Center

13. My Library: personalized service • PLCMC • Virginia Commonwealth University • Pull: one to one

14. Push • One to all • Electronic document delivery • Cologne library newsletter • One to many • Notification via E-Mail • One to one

15. One-to-one distribution: a guideline • Identify customers, individually and addressably • Differentiate them, by value and needs • Interact with them more cost-efficiently and effectively • Customize some aspect of the enterprise’s behavior • Source: Don Peppers, One-to-one marketing

16. Want to know more? www.wiltonlibrary.org/innovate.html

17. The end Thank you for you attention!