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Transcript of A tool to help your library better serve the needs of your community.
Trend Tracking: A tool to help your library
better serve the needs of your community
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Have some fun with this
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Don’t think of it as brain surgery
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
There are many ways to get there
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
What are trends? What is trend tracking?
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Definition of TREND
a : a general direction
b : a new direction or shift
Merriam-Webster
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Trends are like…knitting
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Macro trends (STEEP)◦ Social◦ Technological◦ Economic◦ Environmental◦ Political
Industry trends ◦ Libraries
Consumer trends◦ Fashion, décor, consumer technology
Types of trends (from trendwatching.com)
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Macro trend - social
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Macro trend - technological
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Macro trend - economic
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Macro trend - environmental
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Digitizationof information
Industry trend - libraries
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Consumer trend - fashion
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
HOWEVER,trends areNOT fads
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Looking for those pieces of yarn
Figuring out the implications
Are you are going to develop a new service or product for your community?
Trend tracking is…
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Why should we care about trend tracking?
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Change is in the air
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Focus on the future
Versus staying stuck in yesterday
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Helps keep libraries relevant
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Libraries are now also asked to be observers and interpreters of cultural change
We identify the trend and then we help library users figure out how/if it can be used in their lives
We aren’t just in the business of books any longer
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Plus – trend tracking helps you find some really great ideas!
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
How to tell what trends are developing,
whether they are important, and how you can use those trends
for your library and community
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
STEP 1:
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Follow “cool hunters”trendhunter.com
thecoolhunter.net
coolhunting.com
trendcentral.com(Cassandradaily)
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Watch television
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Read popular magazines
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Watch teens
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Keep track of social networks
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Read your local newspaper
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Look at what books are “hot”
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
If you encounter an idea that grabs your imagination and energizes you…
No matter where it comes from…
Think to yourself “Is there any way I can use that in my library?”
To say it another way…
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
STEP 2: LOOK FOR PATTERNS AND CONNECTIONS
Keep track of ideas that “pop” into your head
Look for repetition of words and ideas
Different words or phrases that fall into the same “family” of meaning
Similar patterns of behavior
Intuition
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Nostalgic fiber arts are being updated for the modern age
Country living is influencing big city design
Designers are looking to earthborn materials for fashion forward accessories
As people seek out more traditional, simple living, yurts experience a surge in popularity
New means of correspondence evoke the days of Western Union
Trampoline parks are making a comeback
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Subjective Again, look for
repetition, patterns Do they make a
whole?
STEP 3: IDENTIFY THE TREND
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Nostalgic fiber arts are being updated for the modern age
Country living is influencing big city design
Designers are looking to earthborn materials for fashion forward accessories
Fresh products and services encourage young families to forge new bonds As people seek out more simple
living, yurts experience a surge in popularity
New means of correspondence evoke the days of Western Union
Trampoline parks are making a comeback
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Nostalgic
Country living
earthborn materials
encourage young families to forge new bonds
As people seek out more simple living, yurts experience a surge in popularity
Evoke the days
Nostalgia
Desire for or interest in simpler times
Making a comeback
Return to traditional values
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
STEP 4: BRAINSTORM IMPLICATIONS
What effect might this trend have on your community?
◦ Is it likely to be a big, important trend? Consider:
Number of people who could be affected? Impact on multiple age groups or just one? Long-term ramifications? Implications across multiple areas (business, social,
financial) or just one? Make sure you understand the demographics of your
community
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
If the trend seems important:◦ How can your library respond to this trend in a
way that is helpful to your community? Books/materials? Programs? Support (such as computer training)? Technology? Outreach? Changing your service model? Training staff?
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Nostalgia
Desire for or interest in simpler times
Return to traditional values
Impact:- Brunswick is a retirement
community with a disproportionately large group of 65+ library users and young parents
- Trend seems particularly important to two groups: baby boomers/seniors and young parents
- Appears to a be a trend that is changing many areas of society (families, religion, business, social relationships) and will be around for some time
- Therefore, this is likely to be an important trend in my community
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Services:- Genealogy training- Local history programs- Family night at the library
Programs:- How to preserve family photos- Professional organizer program- Community Read focus on local
eating, farming- Speakers on family farming, gardening- Knitting and craft groups
Materials:- Genealogy books – how-to and
reference- Information about “traditional”
hobbies like rug hooking, knitting
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
◦ A smaller trend?
◦ An interesting trend but not that important?
◦ Always ask: what value might this trend have for my community?
Or…
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
◦ Value here for community?
◦ Still valuable a year from now?
◦ Some way to “try it out” without breaking the bank?
◦ If you answer yes - move forward!
My rule of thumb
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Talk about ideas with others
How do they respond?
Can you build off of each other’s ideas?
Work in teams
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
STEP 5 : LET THE IDEAS PERCOLATE
ASK FOR INPUT
CONSIDER AVAILABLE RESOURCES AND EXPERTISE
THEN REVIEW AND EDIT
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
STEP 6: FINALIZE AND SUMMARIZE YOUR IDEA
No more than 2 pages◦ Summary◦ Source of idea◦ Value to community◦ Value to library◦ Cost◦ Timeline◦ Resources needed◦ Potential issues◦ How to measure success
2
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
2 pages Easily understood? Demonstrates you have thought through
implications Easy for decision makers to review and
understand possibilities If turned down – find out why and how you
might address issues/concerns
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Submit idea summary◦ Be willing to advocate
If you get “no”, ask why - specifically Revise and try again Make sure you tell your leadership what you
are doing and why Bring them through the process Track your results
STEP 7: GET BUY-IN, GET FUNDING AND GET TO WORK!
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
When something doesn’t work the way you anticipated it would◦ It is an opportunity to learn
Develop a process to learn
STEP 8:DON’T BE AFRAID OF FAILURE
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Define the project or idea as it was executed (may be different than what was planned)
What did you anticipate happening? ◦ Value to the community◦ Value to the library
What actually happened? Why was this result problematic? What might you have done to deliver a different result? Would you suggest trying this idea again with the
recommended changes? Why or why not?
Process for learning (1 page)
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
What we saw◦ Closing of Brunswick Naval Air Station◦ Closing of local stores◦ Loss of population◦ Concern over loss of community
Trend tracking
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Library – strategic focus on programming with specific goal of community building” ◦ Partnership with Midcoast Senior College – “Current
Events Café” Once a week, meet at the library, facilitated
discussion about what is happening in the world
Result
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Result Little Free Library Program
◦ Community build-out◦ Community stewardship
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Curtis stewardship of its own LFL at the community’s new Amtrak station
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
What we saw The “digital hub” concept
◦ iPod Introduced in 2001
◦ iPod mini Introduced in 2004
◦ Playaway® Introduced in 2005
Trend tracking
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Looking for the same concept for readers – first generation Kindle
◦ November 2007
◦ So much interest and use for eReaders, we continued to build with other additions – iPad, Nook, Sony Reader
Result
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
◦What we saw Apple “Genius Bar” More & more
library usersasking forhelp withtheir newtechnology
Trend tracking
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Result Marian – the tech
wizard
◦ The tech wizard – here to help with any technology problems – twice a week while at ref desk
◦ Tech meet-up’s – short sessions (30 minutes) to meet, discuss and share idea about the newest technology topics/problems
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
What we saw◦ 2008 Recession◦ More women in the library
using resources Jobs Finances Retirement Long-term financial
wellness◦ Seniors stop volunteering,
start looking for jobs◦ Impending closure of the
Brunswick Naval Air Station
Trend tracking
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Money Works for Women grant (ALA/FINRA)◦ Money management for women
Result
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
What we saw◦ Maine’s creative
economy – used to spur economic development
◦ Heavy use of the library’s meeting and art display space
◦ Discussion with young & emerging artists locally about difficulty of paying costs associated with a formal show
Trend tracking
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Result
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Step 1: Stop, look, listen Step 2: Look for patterns and connections Step 3: Identify the trend Step 4: Brainstorm implications Step 5: Let the ideas percolate Step 6: Finalize and summarize your idea Step 7: Get buy-in, get funding, get to
work! Step 8: “Failure” = learning
In a nutshell…
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Fun!
No right or wrong
Intuition centered in observation
Some big, important ideas
Great team building
And…most importantly…
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Means you are continuously searching out tools
To help your library better serve the needs of your community
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Cartoon by Tom Gauld for the Guardian (Saturday Review letters page)
Elisabeth DoucettCurtis Memorial LibraryBrunswick, ME
Thank you!
http://irreverentlibrarian.wordpress.com