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Challenges & Opportunities

Challenges & Opportunities. Digital revolution Membership growth Aligning values with perceptions Unified voice, consistent communications SLA Centennial, repositioning for the future. Alignment Goals. Bring cohesiveness, alignment and integration

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Challenges & Opportunities

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  1. Challenges & Opportunities • Digital revolution • Membership growth • Aligning values with perceptions • Unified voice, consistent communications • SLA Centennial, repositioning for the future

  2. Alignment Goals • Bring cohesiveness, alignment and integration • Express essential identity and core purpose • Create a framework for communications

  3. Definition • Alignment is… • A discipline that guides the way an organization thinks, acts and communicates • Focus and cohesion around who you are, what you stand for, what you deliver • Communicating with clarity, credibility, consistency

  4. Benefits • Internal Benefits • Clarity of purpose • Motivator for members • Compass for communications • Efficiencies in marketing • External Benefits • Recognition in the market place • Differentiation from competitors • Loyalty of existing members • Attracting new members

  5. Voice Values Promise Elements of Identity

  6. Define Translate Execute Measure The Process

  7. Assets People Define Strategy Landscape Define

  8. Primary Research Segmentation and Sampling Design

  9. Demographics Geographic Representation

  10. Demographics Audience Categories

  11. Demographics Market Sectors

  12. Key Findings • Information Roles • Information Habits • Perceptions of Value • Perceptions of Role

  13. Task-Defined Self-Defined Information Roles Only 14% of respondents are defined as information professions by task, but 65% define themselves as information professionals Base = 846 Q15. On what 3 tasks do you spend most of your time in your current role? [Role derived by selection of tasks] Base = 846 Q17. Would you consider your current role to be that of an Information User or an Information Provider?

  14. Information Habits Top information categories

  15. Information Habits Analyzing vs. Gathering

  16. Perceptions of Value Most Valuable Information Roles (Users vs. Providers)

  17. Perceptions of Value Most Important Attributes of Information Resources Relevance of information (94%) Timeliness (93%) Ease of use/access (93%) Access to most current information (93%)

  18. Perceptions of Value Value of Information to Organizations

  19. Perceptions of Role Role of Information Professionals Make resources and info accessible in a timely, convenient secure manner Create a culture of continuous learning and knowledge sharing Provide credible/customized/contextualized info to promote informed decisions Save time & money by efficiently/effectively obtaining info Facilitate good decision-making by acquiring/authenticating valuable resources Provide expert analysis and deliver value-added intelligence Provide insights and identify trends to create competitive advantage Anticipate and address info needs to achieve organizational objectives Develop & demonstrate KM expertise across industries and disciplines Access networks of experts/colleagues to obtain info & best practices Collaborate to better understand how to approach challenges & opportunities Pursue continuous learning through innovative technology & education practices Promote information literacy through training & education Embrace Web 2.0 technologies in the management & dissemination of info

  20. Perceptions of Role Role of Association/Organization Promotes professional development through innovative resources/continuous learning Sets best practices and shapes info policy Fosters interaction to promote the global exchange of knowledge/experience/ideas Provides opportunities to explore the latest emerging technologies Provides global networks to share new ideas/trends/developments Serves as the unified voice of the profession, promoting members as critical assets within their organizations Provides opportunities to develop leadership skills and achieve professional success A global organization dedicated to strengthening the role of our members as leaders in their communities Promotes the collective evolution of the profession Provides opportunities for developing contacts and friendships with others in the profession globally Partners with stakeholders in the information industry and global business community Represents the interests of the industry before regulatory agencies/constituent groups Offers comprehensive curricula on best practices through Web-based courses

  21. Language Exploration Positioning Statements

  22. Interactive Editor Respondents were asked to rate specific words and concepts

  23. #1: Continuous Learning and Expertise 47

  24. #2: Knowledge Navigators/Value-added Intelligence 48

  25. #3: Strategic Advisors/Growth Drivers Facilitate good decision-making

  26. #4: Prof. Development/Advancement 50

  27. #5: Networking/Personal & Prof.Connections 51

  28. #6: Champions of the Profession 52

  29. Translate • Instant Response Dial Sessions • Sessions in Washington D.C. and Toronto, Canada • Corporate executive participants (VP-level and above) • Information profession participants (members and potential members)

  30. Methodology • Aggregated data from alignment survey and language exploration • Refined positioning and key messages • Taped Q&A sessions of key influencers and new messages • Conducted dial sessions to measure current language against new language

  31. Five Key Findings • Promote vs. defend value-driven benefits • Knowledge is the bridge between information and action • Evolution, not revolution • The “suite” spot—appealing to corporate executives • The “L” word

  32. Positioning the Profession Knowledge-sharing Competitive advantage Bottom-line benefits Bottom-line benefits Critical assets Critical assets

  33. Positioning the Association Professional success Global networking Advocacy

  34. Key Messages Core Values Vision & Mission Positioning Statement Communications Framework PROFESSION ASSOCIATON

  35. Positioning Statement [SLA] is an international community and the leading voice for the advancementof theinformation profession. We empower members to achieveprofessional success within their organizations by providing continuous learning opportunities. We create a culture of knowledgesharing through global networking to exchange information, innovative ideas, insights and trends. We champion the value of information professionals as critical assets who provide value-added intelligence that facilitates good decision-making and creates competitive advantage for organizations.

  36. Vision & Mission Mission[SLA] serves as the unified voice for the information profession, advocating its value, promoting best practices, creating knowledge sharing and global networking opportunities, and empowering members to become critical assets within their organizations through continuous learning. Vision [SLA] leads the information profession into the future by promoting its members as invaluable assetsto their organizations. We will continually empower our members to be knowledge leaders who activelycontribute to and drive the success of their organizations.

  37. Core Values for the Profession LeadershipEnsuring that organizations have access to the information, insights and trends that facilitate good decision-making and create competitive advantage. Accountability & ResultsSaving organizations time and money by providing value-added intelligence that is accurate, reliable and relevant. Service Delivering expert information to our organizations in a timely, accessible and convenient manner.

  38. Core Values for the Association Continuous Learning & Prof. Development Providing continuous learning opportunities to discover and master emerging technologies, develop leadership skills, and achieve professional success. Knowledge Sharing & CollaborationLeveraging global networking opportunities to promote knowledge sharing and the exchange of information, innovative ideas, insights and trends. Advocacy & Empowerment Serving as the unified voice for the profession, advocating its value, promoting best practices, and empowering members to become critical assets within their organizations.

  39. Key Messages for the Professional to Use Global Networking Through active global networking, information professionals promote the exchange of information, innovative ideas, insights and trends. Knowledge Sharing Information professionals are accountable for gathering, organizing and sharing the right information for the best decisions. Information professionals further create a culture of knowledge sharing by educating colleagues on the best use of information sources.

  40. Key Messages for the Professional to Use Bottom-line Benefits Information professionals save organizations time and money by providing value-added intelligence that is accurate, reliable and relevant. We deliver expert information to our organizations in a timely, accessible and convenient manner. Competitive Advantage Information professionals ensure organizations have the right information, insights and trends to make good decisions and gaincompetitive advantage.

  41. Key Messages for the Association Prof. development [SLA] provides members with continuous learning opportunities to explore and master emerging technologies, developleadership skills and achieve professional success. Global networking [SLA] is the only association in the world that serves the international community of information professionals. We create a culture of knowledge sharing through global networking to exchange information, innovative ideas, insights and trends. Unified voice [SLA] serves as the unified voice for the information profession. We advocate its value, promote best practices, and empower members to become critical assets within their organizations.

  42. Title-driven Librarian and Information Specialists Association International Society of Information Professionals International Association of Information Professionals Value-driven International Society of Knowledge Professionals (ISKP) International Knowledge Advantage Network (IKAN) Knowledge Networking Organization Worldwide (KNOW) Society of Knowledge, Information and Librarian Leadership (SKILL) Association Themes

  43. Aspirational “Turning information into Knowledge” “Information. Insight. Advantage.” “Smart information. Smarter decisions.” “Leaders in information innovation” “Where knowledge meets progress” Transactional “Connecting people and information” Association Taglines

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