ncompass live: contextual outreach: making the library matter
DESCRIPTION
Amy Mather will share how she is using contextual outreach to connect with the patrons at Omaha Public Library. Imagine that you are flipping through a magazine and you pause at an advertisement-now pause and think about why. That advertisement means something to you. In order to effectively market library services, we need to figure out how we create those pauses. The pauses or "connections" are created when we listen to our patrons and figure out how to market our collections and services to them.NCompass Live - May 23, 2012.TRANSCRIPT
Contextual Outreach: Making the Library Matter
Presented by Amy MatherMay 23, 2012
Agenda• Who are we not reaching?• Vibrant communities• Library as linchpin• Marketing• Reengaging your community• Contextual outreach & the future of libraries• Big picture
The patron exodus
“we are failing to engage people who are a huge portion of our tax base and potential advocates:
adults between the age of 20 and 40ish.”
Abigail Goben, LISNews, February 15, 2010
Don’t Forget About Us
They continue to frequent…
Intellectual entertainment
Intellectual entertainment
Intellectual entertainment
My game changer
Gary Vaynerchuk – A glut of user-generated content has changed the game.
Any more, context is more important than content, because there's so much of the latter. "There's so much content that comes through," Vaynerchuk says, "that there’s only so much you can consume."
Vibrant communities
What makes a vibrant community? Often times community development is reduced to the
development of physical space or capital, but a vibrant community is made up of much more,
including: social, human, environmental, financial, political & cultural capital.
From I to We: Changing the Conversation 2011 Young Professional Summit. Holistic Community
Vibrant co-creators
Six components of a vibrant community
• Physical Capital• Social Capital• Cultural Capital• Financial Capital• Environmental Capital• Human Capital
Physical capital
Neighborhood Associations
Social capital
• Your Neighborhood Association• Your Local Faith Community
Cultural capital
Financial capital
Environmental capital
Human capital
What was missing?
Library as linchpin & long tail(Nexus and long reach)
• Leverage - what is your ROI?– Outcome measurements – measure impact
• Adaptive – More proactive, less reactive• Patrons versus communities – pulse• Strategic alliances versus partners
Market segmentation
• Helps organizations find new customers, gain insights, improve service delivery and become customer-centric
• Tapestry segmentation classifies neighborhoods into one of 65 segments– Douglas County has 42 of the 65 segments– The top eight segments account for just over half of the population
(266,352 people) while the top 12 segments account for two-thirds of the population (336,671 people)
Tapestry market segmentation
• 20’s /singles/couples (organized by lifestage)
– Young and Restless (22.2)– Old and Newcomers (11.4)– Metropolitans (3.8)– College Towns (2.5)
Tapestry market segmentation
• Single/Couple Professional– Enterprising Professionals (6.1)– In Style (1.5)– Laptops and Lattes (3.2)– Metro Renters (1.8)
Tapestry market segmentation up close
A closer look ‘Young and Restless’
Reengaging your community
• Entertainment - Board Silly, Craft events • Connections – Book Clubs, Speed Dating • Community outreach – Farmer’s market, Buy the Big
O, Young Professional Summit, Bar Camp• Business outreach• Issuing library cards…wherever you are!• Facebook,Twitter, & Pinterest
Contextual outreach & the future of libraries
• Seth Godin was right:
“Want to watch a movie? Netflix is a better librarian, with a better library, than any library in the country.
The Netflix librarian knows about every movie, knows what you've seen and what you're likely to want to see. If the goal is to connect viewers with movies,
Netflix wins.”
Contextual outreach & the future of libraries
• Seth goes on to say…
“The library is no longer a warehouse for dead books. Just in time for the information economy, the library ought to be the local nerve center for information.”
Contextual outreach & the future of libraries
• And Seth brings it home with
“The next library is a place, still. A place where people come together to do co-working and coordinate and
invent projects worth working on together. Aided by a librarian who understands the Mesh, a librarian who can bring domain knowledge and people knowledge
and access to information to bear.”
People will create their own space
Big picture• Environmental Scan • Find the Woo in your organization • Get involved!• Bibliocommons • Discover stuff outside the library world• Outreach • 24 hour advocacy
Questions?
• facebook/matherita• facebook.com/WhateverMathers• pinterest.com/matherita/• linkedin.com/in/amymather• prezi.com/user/matherita/