A brief post to let anyone interested know that I’m running a one-day workshop, at York St John University on the 5th of December, on behalf of UKeIG. It’s all about marketing with new technologies.
Moving beyond the social network basics, this course will look at how to identify which technologies will be useful for marketing your organisation, how to use them effectively, and tips, tricks and general best-practice for marketing online. Topics will include marketing with video, viral marketing, mastering geolocation (such as FourSquare), mobile apps, publishing online, getting the most out of QR Codes, and taking social media marketing to the next level.
I’m also keen to accomdodate any other apsect of digital marketing that people would like to cover – if you’re already booked on the course then let me know what you’d like to cover (and if you’re not attending, I’d still be interested in the kinds of things you’d like to see covered on a course like this…).
The Pulitzer prize winning author and controversial New York Times journalist Thomas Friedman opened the conference with his keynote on Sunday. Whatever you think of his politics, writing style, fee and so on, I’m really pleased that (as is always the case with SLA) a non-librarian was opening the event, and indeed a non-librarian will close it too. A key part of breaking out of the echo chamber is for us to go to non-library events, and to have non-librarians at ours.
Friedman is the author of The World Is Flat, and he talked about how internet technology has flattened the world, brought companies and people together side by side, and interconnected them. This horizontal communication has, of course, revolutionised the way we work. He also talked about how vital the notion of ‘upload’ was – enabling people to participate in the web, not just consume it, and how much this increases involvement and excitement and commitment to the cause.
It strikes me that librarians are pretty good at this, for the most part. We live in this horizontal world, we are interconnected, we use web 2 tools to talk to each other, we upload. We are horizontal, and our wold is flat. Libraries, on the other hand, struggle with this a lot more. Libraries are vertical. Libraries’ content is often hidden behind catalogues or databases which aren’t fully interoperable with the rest of the web, which thwart the interconnectivity. Furthermore, we find it very difficult to encourage ‘upload’. We are so used to protecting our collections, that the notion of giving people an active role and allowing them ownership is hard to come to terms with. We’re trying, I think, but it’s hard to empower people in the kinds of ways that makes them excited, passionate, and consequently advocates. People tell their friends about stuff they can claim ownership of, it’s partly why there are so many web 2 success stories; we in libraries are still at the stage where we gasp at the idea of allowing tagging on our catalogues.
It’s a tricky issue – but we have to address it sooner or later…
In 1919, a New York hotelier called Raymond Orteig put up a prize of $25,000 (equivalent to over $300,000 today in pure inflation terms, but actually a lot more in terms of what that money could buy) for the first aviator to fly non-stop from New York to Paris, or the other way around. For the first five years, no one could claim his prize as the technology wasn’t advanced enough. But in those five years people worked enormously hard, because that was an enormous amount of money.
Eventually, in 1927, Charles Lindbergh makes the flight successfully, and wins the prize. It took 33.5 hours in a single-engine plane (the Spirit of St Louis) and was a minor miracle of good fortune allied with supreme skill, but he made it safely to France. Lindbergh was only 25 years old at the time, and he used the massive fame he now enjoyed to promote commercial aviation. He was obviously one of those polymathic people who just operate on a higher plain (no pun intended) than the rest of us – he later became a prize-winning author, an environmentalist (can’t of been too many of them at that time), an international explorer and an inventor!
Lindbergh and Orteig in 1927
This was of course a fantastic achievement, but the existence of the competition catalysed massive progress in the aviation industry by loads of people, not just Lindbergh himself. In fact, $400,000 worth (in old money) of innovation happened from the combined entries to the competition – and Orteig only had to pay out once! The results of this expenditure were immediately quantifiable – the year before Lindbergh’s flight, just 6,000 people travelled by air as passengers; 18 months afterwards there was 180,000 commercial passengers. Even in the months remaining in 1927, the year of his flight, applications for pilot’s licences tripled and the number of registered aircraft quadrupled.
(Another ramification of the competition was, as you might expect with experimental air travel, a huge loss of human life. Many pilots died failing to win the prize. Hopefully a library equivalent won’t place its entrants in such jeopardy…)
Apart from the 30-fold increase in commercial air-travel, which effectively gave birth the multi-billion dollar industry we know today, the prize had another legacy. Inspired by Orteig’s competition, Peter Diamandis set up the X Prize Foundation. This offers a more modern prize of $10,000,000 to achieve huge goals such as commercial flight into space – again, far more than $10,000,000 is invested, in total, by all the entrants combined, so the field moves on apace. Not only that, but the Foundation themselves don’t put up the prizes! They are funded by organisations and philanthropists, eager to making progress happen.
The LISNPN competition
As I’m sure you’ve realised, the LISNPN competition is a very (VERY) small-scale attempt to do something similar. We’re offering prizes we think people will really value, and will be willing to work hard and innovate in order to have a shot at winning. Although entrants will retain full copyright of their ideas, LISNPN will be able to show-case ALL of them, and hopefully ALL of them should reach a new audience not normally involved with libraries at all. We’re only giving out two prizes (again, put up by generous people who want to encourage the enterprise, rather than paid for from the – non-existent – LISNPN coffers) but hopefully the profession will benefit from lots and lots of advocacy efforts.
Are there other things we can do with competitons and libraires?
So is there scope for more library innovation on a much grander scale, adopting the Orteig prize principles? I think there must be. Other bodies must be able to run other competitions, the entries for which could be public-facing and progressive. I’d love to see one around technology in libraries.
And this links to another thing I’ve often thought, which is that libraries (certainly in the UK) don’t appear to be as good at attracting philanthropy as other comparable areas. We need to be something that rich people and foundations think of when they’re wondering where to put their money in a charitable way. Perhaps an innovation inspiring competition is a way to achieve this? What do you think?
Last week I attended the Libraries@Cambridge event, and it was excellent. Laura and I were due to present on the Echo Chamber together but, in what is rapidly becoming known as The Curse of the Echo Chamber*, once again one of us ran into problems – this time Laura had Flu so I had to go solo.
The keynote was from Alex Wade, Director of Scholarly Communications at Microsoft, no less. He designed the search functionality in Windows 7, calling on his expertise in information retrieval, acquired during his time as a librarian. This is an interesting use of a librarian’s skills, and another example of the myriad career paths potentially available to the Info Pro. The thing which most caught my eye in his presentation was Academic Search, a free service from Microsoft, which at the moment is in beta. Currently heavy on the Computer Science side of things but soon to be expanded to cover more subjects, it nicely allows the user to navigate to scholarly papers via various different means. It’s a very attractive interface, and easy to use: it shows that presenting data in a more visual way really serves a purpose beyond nice aesthetics – here’s a screengrab, showing Alfred V. Aho at the centre, and all of his co-authors around him:
Click to go to this actual search and play around with it
If you click on the lines between the authors it shows you how many publications they’ve co-authored and takes you to them if you want to drill deeper, and if you click on any of the co-authors then the whole matrix re-centres on them. It looks really useful and is perhaps indicative of what 3.0 generation library catalogues could usefully do to make navigation easier for users.
Alex had to rush his presentation as he had more to say than he had time to say it in – he literally skipped 20 or 30 slides. This baffled me somewhat – we all knew well in advance how long we had to talk, so why not tailor the presentation to fit the time? No one HAS to say yes to an invitation to present – if you don’t have enough time to prepare properly, time your talk etc, why agree to do it? I was up late the night before, timing my talk, finding it was 3 or 4 minutes too long, and then cutting bits out and timing it again until it was right – because I was honoured to be there, and didn’t want to disrespect the audience, the organisers and my fellow presenters by over-running. Turns out I’m quite high-horse-ish about running to time…
Next up was me. I have to say it was pretty amazing to be doing a plenary session in front of 250 people at such a venerable institution – one to which I owe my very existence, as my parents met there. I refered to this in my introduction with a ‘thank you for having me’ gag, and the way the audience responded completely relaxed me – I knew it was going to be fine after that, despite not knowing the bits Laura normally does as well as my own sections, and having added new bits and a re-structure for this presentation. I’ve never spoken to that many people at once before, and I’ve certainly never used a screen that big – it was literally about the size of my house!
Look how small the podium is compared to the screen!
Although I don’t really get nervous when I present, I do worry about the technical side of things – I need to know, in advance, that everything is working, or I get stressed. I was really glad I asked that we check everything was okay before the conference began, because both times that Alex removed his laptop so we could hook up the ‘general’ one most of the rest of us were using, it didn’t like the Projector and took ages to display on the big screen. Thankfully there was a break before my talk during which we could iron this stuff out.
Having got up at 4:45am I was worried I’d be tired, but adrenalin and the four-shot coffee I’d had at the station earlier carried me through. It was great to do this presentation to a crowd that was really mixed in terms of age, seniority and so on, and who weren’t all familiar with what I was talking about – sometimes I fear Laura and I preach to the converted ABOUT preaching to the converted. The talk went well, I remembered everything I wanted to say (I think) and it really was far better not using notes than the New Professionals Information Days where I did use notes. People did a fantastic job of tweeting the presentation – you can read the twapperkeeper archive here – and really got the points across well, which is good as I didn’t have time to amplify this event myself by setting up any auto-tweets.
People were really kind in what they said to me afterwards, and there was lots of positive feedback. It was particularly good to hear a lot of people say they found the presentation fresh and engaging even though they’d read about it all on this blog, on twitter etc, in the past. Because I really believe in the echo chamber idea and its importance, I was really pleased that many of the afternoon sessions referred back to it – I think the concept stuck. As ever, if you’re interested in reading more about echolib, there is a Netvibes page with all sorts of information in one place.
The updated Prezi used on the day is below – this is restructured and improved from previous efforts, so check it out even if you’re familiar with the subject matter (and of course feel free to embed it on your own site):
There was break-out sessions after this – I chose to go to one which contained a useful talk by Tim Padfield on copyright in Special Collections, very relevant to my current work with the LIFE-SHARE Project. At lunch time I talked to the Graduate Trainees who seem to be really switched on and forward thinking about the library profession – and also went outside to look at a tree my Dad fell out of when he was a choir-boy in Cambridge…
After lunch there was about a million mini-presentations around the theme of working together in Cambridge (by and large, the more senior the presenter, the less likely they were to run to time…). I particularly enjoyed Katie Birkwood (@Girlinthe)’s talk about Open Libraries in which she made excellent use of Prezi (and an exclamation point therein, in particular) and talked very entertainingly; and the Graduate Trainees’ presentation; and the summary of the TeachMeet movement which began via a speculative tweet or blog post fuelled by wine. (The movement did, not the summary.) There was excellent use of theatre in a very good talk about the Fresher’s Fair (and the funniest use of the phrase ‘unexplained chasm’ I’d ever heard) from the twinkly-eyed and very laid-back Huw Jones. I also very much enjoyed Andy Priestner‘s look back at Cam23, and some random aerobics (with kissing noises) he made us do in the middle of the session!
There was a theme running through a lot of these sessions – or rather two related themes. Firstly, many of these projects and movements came about because someone just decided to ‘do it’ – I’ve talked before about how much I think we all can just achieve things ourselves now, often via the web2 tools available to us, rather than waiting for someone more senior, more influential, or cleverer to do it for us. People just tried to make things happen, and they did, and the things that resulted were a success, and will be repeated. Which brings us to the second theme, which is of the trouble with formalisation. A lot of these projects were and are informally run – there aren’t people taking minutes, or even necessarily people having meetings. People just communicate via modern channels, show up on the day and get things done. This malleable model really seems to achieve a lot – it allows people the freedom to act quickly and creatively (and is in stark contrast to the bureaucracy CILIP often gets bogged down in, for example, and it is by no means just CILIP who suffers from this). Voices for the Library seems to be the ultimate exponent of this modern approach, but it’s happening all over the place. The problem is, it often becomes quite hard to keep informal when things start working really well. Up-scaling and informality do not often go hand-in-hand. Particularly when money becomes involved, the accountability that results often hampers the very creative endeavour which the funds are rewarding. It’s an interesting problem, and not one for which I have a ready solution.
“I found ‘supergroups’ notion intriguing – the idea of self-selecting groups that can constitute themselves according to what they want to accomplish. What I found surprising, however, was the fact that no-one in the discussion explicitly acknowledged that this is already happening. It’s happening right there in the discussion, as disparate professionals are coming together to discuss problems and issues that are common to all.
I’m fortunate to be involved with another couple of these self-selecting, self-forming groups. The first is LISNPN – the LIS new professionals’ network. Set up by Ned Potter, this is a virtual space where hundreds of new – and not-so-new! – information professionals are gathering to talk, to collaborate, to share ideas and experiences. The network is independent – it’s not affiliated with any of the prof organisations, it’s run by new professionals, for new professionals. It’s not sector-specific, it’s not country-specific. Most of the users are from the UK, but on one random page of users I also saw members from the US, Canada, Germany, Serbia, the Netherlands, Finland and Nigeria, highlighting the truly international nature of some of the issues facing information professionals.
LISNPN has recently graduated from a purely virtual network to involving some face-to-face events. Theses have been social events so far, organised by members. There’s been no approval to get, no committee to go through, no worries over the target audience – just an idea of ‘wouldn’t it be nice to meet-up for a drink and a chat? Let’s do it! Everyone welcome!’.
Does this sound like a profession that’s fragmenting? To me it sounds like a profession that is embracing its differences, and finding its commonalities.”
I love the message of hope in this! And I think it is relevant to the formalisation debate, too. Perhaps the answer is that we need both informal and formal groups, as both serve their purposes and allow their opposite to function more successfully, too.
Anyway, it was a great day. It was great fun to meet so many people I’d had online interaction with previously, in the flesh. Thank you so much to Andy Priestner, who lobbied the organising committee to have two New Professionals no one had heard of to do a plenary session at a big event; I’m really sorry Laura couldn’t be there, but I had a great time. My only regret is that Andy’s spectacular Star Wars related Echo Chamber incident (this post went viral) happened too late to be included in the presentation – I think it’s my favourite echolib escape EVER.
This is a blog about Information Professional stuff, library marketing and advocacy, tech trends, and the odd how-to-guide on various platforms and bits of software. It is written by thewikiman, who works in Higher Education.
library marketing toolkit
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