Seite 106.12.2000

International Development in the Production

of Digital Services by Public Libraries

Andreas Mittrowann

Future Oriented Internet Based Library Services

Andreas Mittrowann

Seite 206.12.2000

Vision

Public libraries are presenting themselves as competent mediators of electronic media. Through new, intelligent and citizen-oriented services they win and hold new customers. A future-oriented concept builds the foundation of all activities and offers, which focus on the customer and his needs. Constant change is welcomed as the core element of all tasks.

Seite 306.12.2000

The shift of paradigms in public libraries

• Missionfrom preservers of the collective memory to user-oriented distribution of information

• Rolefrom planning and managing physical collections to sifting, evaluating and navigating knowledge

• Competenciesfrom unspecific competencies („everything for everybody“) to management of information • Servicesfrom physical media to a combination of physical and virtual knowledge, complemented by licenses and access authorizations

Seite 406.12.2000

Five trends we need to know

• Globalizationthings happen quickly and at the same time around the globe - from local to global competitor

• Knowledge economyfrom specialized company to merged services

• Convergencethe library in a box

• Individualizationthe smallest unit is the customer

• Customer firstpeople get used to customer-oriented, friendly and pro-active services

Seite 506.12.2000

Marketing the public library

Market researchMarket research

Product policy

Distribution policy

Communications policy

Seite 606.12.2000

Market research for digital products

Silicon Valley Library System

Reading Public Library

St. Joseph County Public Library

General questionnaire

Seite 706.12.2000

Distribution directions

Pull serviceseverything that makes the customer move towards the offer

• a supermarket• the library• a homepage

Push serviceseverything that brings the service or information about the service to the customer

• the pizza service• direct mailings• book delivery services for special target groups

Seite 806.12.2000

Distribution channels

• One to allmass distribution the user as a recipientpassive knowledge

• One to manytarget group distributionselection of user groupsactive knowledge

• One to oneindividual communicationintelligent knowledge

Seite 906.12.2000

A structure for distribution services

one to all

one to many

one to one

pull push

public library

student travelagency

investment consulting

delivery service

customermagazine

personalizedalert service

Seite 1006.12.2000

Distribution of electronic products

Pull• one to all: i.e. homepage• one to many: i.e. electronic newsletters• one to one: i.e. „MyLibrary.org“

Push• one to all: i.e. direct mailings of electronic

newsletters• one to many: i.e. target group mailings• one to one: i.e. individualized E-Mails or SMS

Seite 1106.12.2000

Pull: one to all

• Home pageVirtual tour by mapVirtual tour by imagesFiction: Readers advisoryElectronic texts (public)Electronic texts (licensed)Virtual galleryE-Mail referenceTalk to a librarianFrequently asked questionsPurchase requestOnline tutorials

Seite 1206.12.2000

Pull: one to many

• HomepageE-journals for special target groups Children‘s CenterE-Mail reference for childrenNewsletter for kidsSenior centerEmployment opportunitiesCareer bookmarksBusiness Center

Seite 1306.12.2000

Pull: one to one

My Library: personalized service

PLCMC

Virginia Commonwealth University

Seite 1406.12.2000

Push

• One to all

Electronic document delivery

Cologne library newsletter

• One to many

Notification via E-Mail

• One to one

Seite 1506.12.2000

One-to-one distribution: a guideline

• Identify customers, individually and addressably • Differentiate them, by value and needs

• Interact with them more cost-efficiently and effectively

• Customize some aspect of the enterprise’s behavior

• Source: Don Peppers, One-to-one marketing

Seite 1606.12.2000

Want to know more?

www.wiltonlibrary.org/innovate.html

Seite 1706.12.2000

The end

Thank you for you attention!