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The Proactive Library- Getting smarter togetherInternet Librarian InternationalLondon, October 21st 2015
Mikkel Christoffersen// Senior adviser, Copenhagen Libraries
Mikkel Christoffersen
• Senior adviser, City of Copenhagen and project manager of ”eReolen” (national ebook platform)
• Works with digitisation, digital strategy, business and lending models for ebooks etc.
• BA in Greek and English, MLIS• Former consultant to ”Danish Agency for Culture”
– National representative; DG Connect MSEG on digital culture– European framework project manager– Nordic programme manager of Open Access R&D
More importantly
• Father of Mathilde (5) and Josephine (12)
• The secretary in Nyborg Karate Club
• Avid CCG player• A horror and SF freak• Neophyte baseball fan
Background
• Copenhagen needed a library strategy toward 2020• We identified salient trends and megatrends• Conclusion: The library needs to change
fundamentally• Because the world has changed fundamentally• Change brings threats and opportunities
”Opportunities are either seized or lost. They don’t pile up.”
Hans Engell, former minister of justice
The strategy
• Strategy work began September 2013
• Based on an analysis of our societal surroundings and megatrends
Changing framework conditions
Gøre en større forskel for flere københavnere
Resource strain Cut-backs New tasks Reach non-users
New user needs Media literacy Reading skills Life-long learning Community
Media development Internet-based media Social media Decline in loans of
physical materials
New opportunities Digitisation Digital service Self-service Citizen involvement
Need for a new library mission
The media landscape- the seismic shift
The open internet
MusicPrinted books
TV
Movies
The library
The user’s information environment in 2000
Radio
News-papers
and journals
https://www.oclc.org/content/dam/oclc/reports/escan/downloads/future.pdf
The open internet
Social media
E-books
MusicPrinted books
TV
Movies and tv-series
The library
The user’s information environment 2015
Radio
News-papers and
journals
The user’s information environment
The user’s information environment
The library collection
The library collection has decreasing relevance
Do you help the user by teaching her to navigate the green area?
Internet magazine Quartz: http://qz.com/124899/in-a-year-netflixs-competition-shifted-from-hulu-to-hbo-to-everything/#!
Netflix is simply acknowledging that it doesn’t just compete with other TV networks… It also competes for attention with nearly any kind of leisure activity.
If you’re in book publishing, say, the reality is that you don’t just have to think about the shift from paper to tablets. You also need to worry about whether people will use their tablets to read, or instead prefer to surf the web, watch movies, etc.
Attention as the scarce resource
The user’s attention and time as scarce resources
In short …
• The quasi-monopoly of being the place where people could go for free and equal access is gone
• Copenhagen Libraries’ motto used to be: ”Everything you can imagine”
• Arguably; the internet does that better now• But is providing access and media to people a
good place to be now anyway?
The bad place
• Everyone standing between content creator and content consumer must prove value
• Getting content from creators to consumers is a painful place with lots of huge players
• But it’s also a tiny thing in the whole process!
We don’t need to be the ones handing people
the media to be valuable! What they do before and after is more
important
Filter bubbles
We have ambitions!
• … on behalf of our users• When every selfrespecting commercial service
gives you something, the library should give you something completely new and unexpected you didn’t know you needed!
• Read Vampire Diaries and Twilight and a commercial service will give you The Immortal Instruments. The library should give you James Joyce and Medieval French poetry!
Reading and learning - new user and societal
needs
Children’s leisure reading, intl.
Children’s leisure reading, DK
3 hours daily media consumption
Years
http://www.dr.dk/NR/rdonlyres/7D4E2F8D-FAF8-4285-8196-827CE78C646B/6079828/Media_Development_2014.pdf
The importance of reading
“The bottom line: Fewer students today are reading for pleasure, even though daily reading for pleasure is associated with better performance in school and with adult reading proficiency”
PISA in Focus, OECD 2011
Reading is the fundamental skill
• Reading underlies other skills like IT and math• It also underlies social skills• Don’t read well at 8?
You never catch up!• Reading is your ticket to
culture, social communities and learning
• You learn to read and then your read to learn
The early catastrophe: The 30million word gap
https://www.aft.org/sites/default/files/periodicals/TheEarlyCatastrophe.pdf
Globalisation and lifelong learning
But as the world has gone flat, Gates said, and so many people can now plug and play from anywhere, natural talent has started to trump geography.”Now,” he said, ”I would rather be a genius born in China than an average guy born in Poughkeepsie.”
Thomas L. Friedman, The World is Flat, p. 226
Programme for the International Assessment of Adult Competencies (PIAAC)
• At least one in ten adults is proficient only at or below Level 1 in literacy or numeracy
• In other words, significant numbers of adults do not possess the most basic information-processing skills considered necessary to succeed in today’s world
Literacy levels
LEVEL 1 Read short texts, locate a single piece of
information. Complete simple forms, understand basic
Vocabulary, determine the meaning of sentences, and read continuous texts with a degree of fluency.
LEVEL 2 Integrate two or more pieces of information
based on criteria Compare and contrast or reason about
information and make low-level inferences. Navigate digital texts to access and identify
information from various parts of a document
LEVEL 3 Understand and respond appropriately to dense
or lengthy texts. Understand text structures and rhetorical
devices. Identify, interpret, or evaluate one or more
pieces of information and make appropriate inferences.
Perform multi-step operations and select relevant data from competing informationLEVEL 4/5
Perform multiple-step operations to integrate, interpret, or synthesise information from complex or lengthy texts that involve conditional and/or competing information.
Make complex inferences and appropriately apply background knowledge as well as interpret or evaluate subtle truth claims or arguments.
Italy
Spain
Cyprus¹ ²
France
Ireland
Poland
Austria
United States
Germany
England/N. Ireland (UK)
Korea
Denmark
Average
Czech Republic
Canada
Flanders (Belgium)
Slovak Republic
Russian Federation³
Estonia
Norway
Australia
Sweden
Netherlands
Finland
Japan
100 80 60 40 20 0 20 40 60 80 100
0.7
0.8
17.7
0.8
0.5
0.0
1.8
4.2
1.5
1.4
0.3
0.4
1.2
0.6
0.9
5.2
0.3
0.0
0.4
2.2
1.9
0.0
2.3
0.0
1.2
Percent
Lvl DK Avg
1 3.81% 3.31%
2 11.89% 12.16%
3 33.97% 33.29%
4/5 10.01% 11.79%
Who produces value in the globalised knowledge economy?
Reading makes you a better person! (if you read good things)
The crisis of the wellfare state and why it matters
http://fremtidensbiblioteker.dk/wp/wp-content/uploads/2013/04/Rapport_Folkebibliotekernes_samfunds%C3%B8konomiske_v%C3%A6rdi_lang.pdf
2015 report: Public libraries contribute a net +€800 mn to the economy of Denmark annually due to their beneficial contributions to reading, education etc.
So when can we expect more money?• Based on two days reading the newspaper looking
for sectors calling out for more funding:• The elderly, the school system, the mentally
disabled, the physically handicapped, every ward in every hospital for rising medicine costs, refugee aid, the foreign service, the suicide hotline, the universities, the university colleges, nature preservation programs, the rest of the cultural sector, the police AND the F16s fighting ISIS
We are not eternal and no additional funding is coming • Our short and sweet analysis; we are last in line
for new funding• We will be missed but we are not irreplacable• We will lose the funding we do have, if we cannot
explain what we do and for whom and why it matters greatly
• Greatly!
Physical space
The future of the physical library?
A new library space with more people and fewer bookcases?
Should we go all digital?
Copenhagen Libraries
We are just one app. Why should people choose us?
Indeed; are we not all small apps in the great iPad of life?
Physical space• Loans are going down, attendance is going up
William Mitchell quoted byLorcan Dempsey in his blog reprinted in the book ”The Network Reshapes The Library.”
• We need more space for activities arranged by ourselves, facilitated by ourselves or that we don’t know of
• Longer opening hours, fewer shelves, more self-directed services, links between physical and digital library, online or screen or phone help, collections digitised
The conclusion
Disconnect between library ends and means
The objective of the public libraries is to promote information, education and cultural activity ...
… by making available books, periodicals, talking books and other suitable materials.
x
Createknowledge
shareWorkshops labs
Learning and participationCourses, clubs and forums
Inspiration, communities and experiencesEvents, presentation and interaction
Easy access and flexible library facilitiesDigital library, extended opening hours and modern
physical libraries
Literature, music, movies and databasesEfficient collection development and digitisation
DigitisationDigital serviceSelf service
User involvementVolunteersPartnerships
Logistics, collection management, statistics,
internet- and media knowledge
Service, digital skills, segmentation, marketing
Presentation, guidance, communication, project
management
Teaching, facilitation, innovation, service
design, social media
Managing volunteers, co-creation, partnerships
The valuepyramid
Napkin logic
Napkin logic
The proactive library
The Classical Library
Media as scarce resources
Library collection central for citizen
The citizen comes to the library
Recommendations from experts
The collection as centre of attention
Visits and loans as KPI
Library system as key system
The proactive library
Abundance of media
Attention as the scarce resource
The library comes to the citizen
Recommendation from peers
The citizen as centre of attention
Focus on effect and target groups
Customer relations management system as key system
Access and presentation Learning and user involvement
Getting smarter together!
Homework cafés
It-courses
It-cafésLiterature presentation at schools
Author presentations
Reading campaigns
Guidance in high schools
Individual guidance in the library
Reading clubsEvents
New concepts
Digital library service
Self-service Digitisation Citizen
involvement
Everything you can imagine
The digital library
The development of a digital library• A public digital library is not the
library homepage• It can be defined as:
– An organised collection of information resources and related services that is made available to the public on the internet
• Notice that it also includes access to physical materials e.g. through an integrated library system
The need for a digital strategy
• A digital library can be as traditional and irrelevant as a an outdated physical library
• For instance by relying on a homepage• The digital library must support the overall library
strategy• It-systems and development must support the
purpose of the digital library• There is a need to prioritise and make choices • If there is no plan, it is guaranteed not to work
eReolen : a cornerstone• eReolen is the Danish public libraries’ joint
ebook and digital audio books service• Web, Android and iOS• 11,500 ebooks and 4,500 digital audio
books. 250+ publishers supply the material from 1000+ authors
eReolen loans monthly ebooks
eReolen number of ebooks
The digital library requires new competencies• Access independent of time and
space is the main advantage of a digital library and digital service
• But access is not enough• The internet is not just a
distribution platform – it is also an ongoing conversation
• It requires new competencies, a new way of thinking and more resources
• But it must be closely linked to the physical library
Social media – new expertiseTime and attention are commodities. Most marketers treat social media as a distribution channel. They are missing the fact that social networks are the first platforms ever that are actually a two-way conversation. Now what makes you a good cocktail party guest? Is it talking about yourself for 95% of the time?
http://www.slideshare.net/vaynerchuk/storytelling-slideshare-finalpdf
In a connected world, you can’t just sell copies of files. You also have to sell context, community, convenience, and connectivity
http://gerdleonhard.typepad.com/files/gerd-leonhard-inma-future-of-content-ideas-1.pdf
Strategy overview
General action areas
https://bibliotek.kk.dk/sites/default/files/files/page/copenhagen_libraries_strategy_2014-2019.pdf#overlay-context=About
External target groupsStrategic focus Initiatives Effect
Schools and youth educationCritical information users and
keen readers
• The large assignments• Library introduction and social
media norms• Homework help and support• Literature presentation and
inspiration• Events for schools and youth
education
The best educated generation+ =
Active citizensAll Copenhageners can contribute
to the city’s development
• Reading clubs• Digital Copenhagener• Community centres• Debate and open government• Read Danish
Strong and diverse local communities
+ =
Children and cultureCulturally quality-aware and
inquisitive children
Cultural foundation for the good children’s life+ =
• The 2-year book• Parents and children• Children and art• The digital children’s library• Network for children’s culture
The citizen as the library’s most important asset• Citizens get smarter together (than they do individually)• The library has ambitions on behalf of the citizen – and it’s felt!• The library must serve all citizens; but not all are created equal• Loans are not the purpose of the library• Digital solutions and self-service are not sufficient to fulfil the
purpose of the library• Learning and cultural activity is enhanced by activities with other
citizens• The library purpose is fulfilled by deliberate planned
activities• The library supports reading and digital competencies• The library is a space for conversations among
citizens based on literature and other media• Volunteers are not used to replace library
employees but to deliver a new and different offer
• A so-called package• Invest €5.6 over four years; then save 1/3 of that
annually afterwards from year 4• An implementation of the strategy• A godsend to our digital strategy• For some a herald of doom
https://bibliotek.kk.dk/sites/default/files/files/page/empower_the_citizens.pdf#overlay-context=About
The elements of the plan
Targeted library service
Differentiated service and increased self-service
User involvement and voluntary work
Digital service Outreach initiatives
Investments It-systems Service
development Competence
development Digitisation
Digital library New library system
for digital media New library system
for printed materials More e-books
Integrated citizen service
Integration with libraries
Citizen service at employment centres and social services
Digital Copenhagener courses
The librarians
Collective pool of work hours in case of self-service
2.500 daily work hours(340 x 7,4) distributed to new services
Thought experiment
Digital service – call center
• Joint e-mail, phone, chat and interactive screen service
• Open 8 am – 10 pm• Reduction of individual
guidance in the physical library
• Supports growing need for assistance with digital materials
SCREEN TECHNOLOGYFace to face
LEARNING SPECIALIST PROJECT MANAGERIN
FORM
ATION
SPECIALIST
CULT
URE
CRE
ATO
R
JOINT TASKS &
EXPERTISE
NEW ROLES
COLLECTION SPECIALIST
SERVICE FACILITATOR
% ? % ?% ? % ?
% ?% ?
01-05-2023
Projects
Schools (and children and students)Activity Phys- libr. Dig. Libr. Proactice
Co-location Plugs into the digital library
Special events arranged for the schools esp. viz. leasure reading
Special screen service in the unmanned hours
All branches
Digital library in a mall Outlet; more to come ”Library inside”
Special school access to eReolen
Tie-ins will be made
eReolen is a cornerstone of our digital library
Killing two birds with one ebook. Schools are using eReolen ”illegally” and our business models are set up to accommodate t(w)eenagers
Picture books app Tie-ins will be made
Will be a cornerstone Collaboration with publishers on business models and rights for digitisation
Classes for school children+ on safe web life and information competencies
Held here too Online classes, special sections for children and students
Most of these classes are done at their home institutions
Literature for adults
Activity Phys- libr. Dig. Libr. Proactice
Literature promotion and debate on social media
Tie-ins Part of the digital library
Getting to people at home actually. Getting into the dark matter!
Outreach to non-readers Based in part on citizen service
Social media Book dispensers in relevant places for instance
Literature Circle Classic events
Our digital platforms’ presence in the physical room (eReolen and litteratursiden.dk)
All over; audio too
Integral part Overall strengthening of our outreach “package” … physical library, digital library, social media
Working with publishers and commercial partners for awareness through recommendations and referrals to commercial sites through eReolen
Recommendations and reading lists at commercial sites too is part of the promotional efforts of the digital library
Getting into the dark matter by benignly joining the conversation evolving around the commercial sites
Talking literature om social media
• … is not revolutionary, but there is a a twist• Directly inspired by Michael Edson last year• It is an attempt to get our people out there, into
the dark matter, joining the larger conversation as themselves! Not employees.
• People listen to other people – not institutions
• Personal and work life blur together
Setup
• A corp of librarians write casually about literature on Facebook, Twitter, through Goodreads, Instagram etc. and tag with #bogsnak. A Facebook page collects the best.
• The corp befriends publishers, authors, each other and try to bring in readers
• The hashtag was dormant on Twitter, but is now being used by publishers and authors and journalists
”It’s just me”
Collection reduction
• Aim: Get rid of 1/3 of the physical materials • Why: To make more room for people and events
and to provide a lighter, friendlier physical space• Performed by a group of librarians with
comprehensive statistics at their disposal• Quantitive measures, but there’s been a
”conservation board”
Result: Controversy and chaos
We even made it to Estonian TV!