Gandel/HKU Library Leadership Institute 2010
Selling Libraries and Librarians
How to Brand My Library for 21st Century?
Paul Gandel
Singapore Management University
Syracuse University
.
Paul Gandel Syracuse University 1
Gandel/HKU Library Leadership Institute 2010
Selling Libraries and Librarians
How to Brand for 21st Century
Paul Gandel Syracuse University 2
Gandel/HKU Library Leadership Institute 2010
•Creating a New Library Brand
And Why Anyone Should Care!
Its’ About Communicating Who You Are
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
Creating a Successful “Brand”
People mustpicture “You” in
their lives!
Paul Gandel Syracuse University 4
Gandel/HKU Library Leadership Institute 2010
Evolution of Marketing
Features—what it has Benefits—what it does Experience—what you’ll feel Identification—who you are
Paul Gandel Syracuse University5
Gandel/HKU Library Leadership Institute 2010
Branding is Not Simply About Awareness!
“Branding is the most misunderstood concept in all of marketing, even among so-called professionals. For example, people think successful branding is about awareness. It isn't. After all, everyone knows about cancer, but how many people actually want it?”
Bob Frankel
Paul Gandel Syracuse University6
Gandel/HKU Library Leadership Institute 2010
It’s really all about….VISION!
Who are you? And why should it
matter?Does it move me? Does it excite me?
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
But Branding is More than Just a Vision但品牌又不仅仅是抱负
Built fromyour strengths!
That Vision must reflect
reality and be
那种抱负必须反映现实并
建立于你的强项 !
Paul Gandel Syracuse University8
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
Branding Examples from Industry
Paul Gandel Syracuse University 9
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
What is the the Library Brand?
Paul Gandel Syracuse University10
The Challenge of Losing Brand Exclusivity…
The Challenge of Relevancy…
Gandel/HKU Library Leadership Institute 2010
Library Brand OCLC - Perceptions of Libraries and Information Resources (2005)
Libraries, their resources and services, are
increasingly less visible to the public Books is the predominant idea associated with the
library brand Library users like self service—do not seek assistance Libraries are staffed by “friendly” people Strong attachment to the “idea” of library That library resources and librarians add value to
information search was not disputed by respondents, but the data suggest that the relevancy and lifestyle fit of that value are in question.
“time to rejuvenate the library brand.”
Paul Gandel Syracuse University11
Gandel/HKU Library Leadership Institute 2010
Did not use the library: Undergraduate Student Comments
(Connoway & Dervin OCLC Sense Making—Information Confluence)
“The library is a good source if you have several months.”“Hard to find things in library catalog.”“Tried [physical] library but had to revert to online library resources.” “Yeah, I don't step in the library anymore… better to read a 25-page article from JSTOR than 250-page book.”“Sometimes content can be sacrificed for format.”
Paul Gandel Syracuse University12
Gandel/HKU Library Leadership Institute 2010
Library Brand Visions
“Ready access and excellent service…”
“center of intense intellectual inquiry”
“is an essential and vital component of campus intellectual life”
“embrace change”
“best collections, strongest service, state-of-the-art technology”
“center for learning and intellectual discovery”
“libraries: the university’s competitive advantage”
Paul Gandel Syracuse University13
Gandel/HKU Library Leadership Institute 2010
The Librarian Dilemma—A Case Study
“Suzanne Thorin, dean of libraries at Syracuse University talked the talk in November at Educause, urging a crowd of university librarians to “move on to a new concept of what the university library is” — in her view, a place with fewer books and more space for students to sit around and access library resources on their laptops. But when Thorin tried to walk the walk a week later, she found her path obstructed by hundreds of outraged students and professors who chafed at her plan to ship many volumes to remote storage.”
Inside Higher Education
Paul Gandel Syracuse University14
Gandel/HKU Library Leadership Institute 2010
The Librarian Dilemma—A Case Study
“Thorin might have been visionary in her plan to relieve the library of some of its print collection in an effort to cut library costs, but she was naïve if she thought it wouldn’t meet with resistance on campus.” Inside Higher Education
“This current trend by librarians to destroy real education is appalling and must be resisted at all costs.” Annonymous Poster
Paul Gandel Syracuse University15
Gandel/HKU Library Leadership Institute 2010
Create Something New
But build on the your strengths….University leaders say… Students use the library heavily (83%) Faculty rely on the library (82%) Undergraduate research is growing in important (90%) The library will continue to be an essential resource (93%)
From Barbara Fisher--Library Journal 5/1/2010
Paul Gandel Syracuse University16
Gandel/HKU Library Leadership Institute 2010
New Visions – New Opportunities?
Learning spaces—both real and virtual
New organizational structures
New professional roles New organizational roles
Paul Gandel Syracuse University17
Gandel/HKU Library Leadership Institute 2010
As Creating Learning Spaces?
Study Spaces ? Information Commons ? Classrooms ? Gaming Studios?
Paul Gandel Syracuse University18
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
The Building: Library as Place?
“The study rooms are nice but not nearly as necessary as a better workout facility”
Paul Gandel Syracuse University19
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
Library as a Network?
Paul Gandel Syracuse University20
Gandel/HKU Library Leadership Institute 2010
A Broken Network!
“We have met the enemy and they are us”
Pogo
Libraries still think locally!
Reluctant to give up individual identity
Focus on the wrong measures
Focus on the wrong technology
From federated searching to..
Federated identity
Paul Gandel Syracuse University21
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
Building On Collective Individuality and Expertise
Crowd Sourcing!
It must be BIG!REALLY BIG!!Paul Gandel Syracuse University
22
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
From Library Service to Knowledge Service
Building-based Services
Building-based Services
Collection Development
Collection Development
Cataloging, Indexing, Search
and Retrieval
Cataloging, Indexing, Search
and Retrieval
Reference Service Desk
Models
Reference Service Desk
Models
Embedded into Research Activities
and Learning
Embedded into Research Activities
and Learning
Customize, Discover, Design
Customize, Discover, Design
Analyze, Tool Creation, Synthesize,
Interpret
Analyze, Tool Creation, Synthesize,
Interpret
Partner, Engage, Integrate, Collaborate,
Network
Partner, Engage, Integrate, Collaborate,
Network
Paul Gandel Syracuse University23
Gandel/HKU Library Leadership Institute 2010
The Role of the Librarian Scholarly Literacy
The Embedded Librarian—from wandering scholar to wandering information professional.
The “team” approach Create “value” through shifting work
load—teaching, research, student engagement
Becoming part of the scholarly process
Teaching the “art of scholarship”
Paul Gandel Syracuse University24
Gandel/HKU Library Leadership Institute 2010
The Opportunities and Constraints of
Our Richness of Abundance
What are we now good at?Creating more stuff!
What are we not good at?Effectively using this stuff!
Paul Gandel Syracuse University25
Gandel/HKU Library Leadership Institute 2010
The Missing Element ?The Role of Librarian as an
integrator within the scholarly process
Powerful cyber-research tools are too complex to be run solely by scientist.
In the new world of massive-scale computing, professional information technology facilitators are needed to work with researchers to identify the most effective analytical tools, data sets, and other resources to best achieve research skills.
Paul Gandel Syracuse University26
Gandel/HKU Library Leadership Institute 2010
New Roles for the Information Professional
Cyberinfrastructure Facilitators
“Even the brightest and most motivated of scientists struggles to keep up with the rapid pace of knowledge creation in their respective fields.”
“A new breed of information professionals who will bridge the gaps between information, technology, and science, will substantially increment the productivity of the community of scholars and researchers.”
Paul Gandel Syracuse University27
Gandel/HKU Library Leadership Institute 2010
New Information Professional Key Skills
Enable collaboration Collect data Manage and store data Use the data for analysis
purposes Communicate data Design (information/data
systems) Training
Paul Gandel Syracuse University28
Gandel/HKU Library Leadership Institute 2010
New Information Professionals Soft Skills
Domain expertise Team player Communicate about the project Interdisciplinary Pioneer Self-motivation Detail orientation Probability and Stats ability Research methods understanding
Paul Gandel Syracuse University29
Gandel/HKU Library Leadership Institute 2010
Tools and Knowledge
Multiple hardware and software platforms
Research ethics Multiple Statistical packages Geo-spatial technology Survey software Survey software—phone and web Government tools and technical formats Multiple databases—Oracle, MySQL Collaborative tools
Paul Gandel Syracuse University30
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
Knowledge Driven Staff
Subject Librarians
Subject Librarians
Domain ExpertsDomain Experts
Information Analyst
Information Analyst
Taxonomy ExpertsTaxonomy Experts
Research and Learning Process Engineers
Research and Learning Process Engineers
FacilitatorsFacilitators
Paul Gandel Syracuse University31
Gandel/HKU Library Leadership Institute 2010
Libraries and Librarians Actively Making Sense of Data/Information
Active Archivist and Records Manager? “Trusted” Repository of Key Assets Active Policy Maker Providing Key Performance Indicators of
Organizations and Individuals Knowledge Managers
Paul Gandel Syracuse University32
Gandel/HKU Library Leadership Institute 2010
Example:SMU Library Manages the Data Collection for
Supporting the Faculty Evaluation ProcessSMU
Faculty Portfolios
KPI’s
IR(Lib)
Faculty
Paul Gandel Syracuse University33
Gandel/HKU Library Leadership Institute 2010Gandel/HKU Library Leadership Institute 2010
Paradigm Shift
Reference Service
Reference Service
CollectionCollectionSearch
and Retrieval
Search and
RetrievalDigital LibraryDigital Library
Knowledge Services
Knowledge Services
Research and Learning
Community
Research and Learning
Community
Global ContentGlobal Content
Knowledge Domains
Knowledge Domains
Paul Gandel Syracuse University34
Gandel/HKU Library Leadership Institute 2010
Again, The Three Questions to Ask
Who are you? What do you do? Why does it matter?
Paul Gandel Syracuse University35
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