TTop op SStrategies for trategies for Academic Library SuccessAcademic Library Success

Steve O'Connor Steve O'Connor

CALIS Senior Library Director Seminar28-29 April, 2011

Shanghai Jiao Tong University

高校图书馆成功策略

My Road MapMy Road Map

• Disruption 颠覆性创新理论• Direction Setting 确定方向 • Re-conceptualising approaches

重新构思方法 • Four Key strategies for success

四个成功的关键策略– Risk 冒险– Skills 技能– Policy Development 政策发展– Professional Marketing 专业营销

• Driving Forward 向前推进

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A view from my City…………….

but libraries do not exist in a vacuum

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香港夜景… 图书馆不可能存在于真空环境中

DisruptionDisruption

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颠覆性创新理论

Steve O'Connor Academic Library Futures April 2010 5St

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Extinction Summary Extinction Summary

2018 Libraries Blackberries Video rental stores

2020 Copyright

2025 Desktop Computers Blogging

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Principles of DisruptionPrinciples of Disruption颠覆颠覆性的原理性的原理

• We need to focus on our customer• We are unlikely to have competitors as our

markets are too small but we have the potential to create new markets

图书馆要以读者为中心； 图书馆没有竞争者，我们的市场太小，有开辟新市场的潜力。

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Clayton Christenson Innovator’s Dilemma

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Principles of Disruption 2Principles of Disruption 2

• What we think that we are good at is our obsession and potential downfall

• We can use technology to our advantage in that there is much spare capacity

当我们执著我们所擅长的，便是我们衰败的时候；我们可以充分利用我们的技术优势。

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Digital & Physical LibrariesDigital & Physical Libraries数字与实体图书馆数字与实体图书馆

• ‘Digital’ has ‘disrupted’ our traditional Library business model into redundancy

• Nothing is as it was before or will be after• The ‘stand-alone’ library cannot be effective• ‘Wai Lai Tushuguan’???

数码化颠覆了传统图书馆的运作模式；一切和从前都不相同了，将来也会很不同；单个的图书馆不能有效提供服务；未来图书馆将是怎样？

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InevitabilityInevitability 无可避免吗无可避免吗 ??• Risk and Disruption do not lead to certainty• What is probable or possible?• What is the level of probability?• What is a risk?• Engagement with Risk in a disrupted environment is a crucial strategy

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“If you want to succeed, double your failure rate” “ ”如果想成功，就把你的失败率提高一倍吧

Thomas J Watson

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风险和颠覆性技术带来不确定性；什么是可能或大概？什么是概率的水平？什么是风险；在颠覆性环境中冒险是重要的策略。

Direction Direction settingsetting确定方向

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At the Crossroads…At the Crossroads…St

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DirectionsDirections

• New skill set required for Librarian• Role of Physical and Digital Libraries redefined• Collection Development most critical issue• No ‘Fiefdoms’ within the organization,only one team committed to service

方向 确定馆员所需的新技能；重新定义数字与实体图书馆的角色；

馆藏建设是最关键的议题；图书馆作为一个团队为读者服务，不能各自设“地盘”。

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The Future Is Not Linear….The Future Is Not Linear….未来是非线性的未来是非线性的

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ALTERNATIVE FUTURES

NOW

DECISION POINTS

SCENARIO PATH

OPTIONS

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Not Always Obvious………Not Always Obvious………

• Planning should be unattached to past, but aware of the past

• Reach out, reach out… to user communities• Connecting to Net Generation• Collaboration as an integral library department!!

并不总是很明显 规划图书馆不是将过去延伸，却要了解

它的过去；深入读者之中；与网络世代沟通； 加强图书馆内整体合作！！

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Growth of Digital…Growth of Digital… 增长的数字化资源 增长的数字化资源

0%

20%

40%

60%

80%

100%

2004 2006 2008 2010 2012

Web

Digital

Print

What is YOUR prediction for – Web? %– Digital? %– Print? %

Think about it for YOUR Digital Library

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Re-conceptualising Re-conceptualising ApproachesApproaches

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重新构思方法

Re-conceptualising SearchRe-conceptualising Search重新定义检索重新定义检索

• All items in all media are represented by metadata

• All items are simply digital objects • All Digital objects are equal• All Digital objects are of interest to all

users

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What stories emerge??

所有的资料都有元数据；所有资料都是简单的数字对象；所有的数字对象是相等的；读者对所有的数字对象都有兴趣。 会发生什么故事？

20New Scientist 20 Nov 2010: 49

2000 JanChinese searchengine Baidulaunches

Late 1990’sJournal Digital contentbecomes available

2010 Jan Discoverability becomesa real option

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What Organizational What Organizational Arrangements Are Required? Arrangements Are Required?

• A sustainable organisation• Vital active professional staff• A light, but inclusive organisation• A flexible engaging and learning

organisation• An organisation which is prepared to

listen, make mistakes and try again

图书馆具备的条件？ 可持续发展的；有活力的专业馆员；精简而完

整的；灵活及好学的；倾听读者、不怕犯错及肯尝试的图书馆。 21St

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Support for Concept & RealitySupport for Concept & Reality

• Collaborative Governance models need to emerge• JURA is a low-use repository for JULAC• It is being formed into a company limited by

guarantee• It will be a vehicle for future collaborative

purposes• Greater flexibility and accountability

理论与实践的支持 要有合作治理模式；联校大學研究檔案库储存香港各高校

图书馆低用量图书，可供成员馆共享资源；由有限公司承担管理；是未来合作的工具；具有更大的灵活性及问责制。

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44 Key Strategies Key Strategies for Successfor Success

四个成功的关键策略

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RiskRisk

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CiceroCicero

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如果你有一块园地和一个图书馆，你就拥有一切

（西塞罗）

RiskRisk

• Risks are potential, not real, dangers

• Risks cannot be avoided

• Without risk there is no reward

• Better to influence future rather

than letting it happen to you风险是潜在的，不是真正的危险；风险不容回避；没有风险就没有回报；最好是自己选择未来，而不是让未来选择你。

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• Uncertainty must not preclude action• “Risk is an enormous problem and a powerful concept”181

• The management of risk and library staff realisation of the

reasons that change is necessary

• Risk is not failure

不确定性将是无法排除；风险即代表有危机存在，而危机蕴藏机会；

风险管理和图书馆员工对改革认识是必要的；冒险不是失败。

SkillsSkills

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Why New Skills?Why New Skills?

“The abundance of resources and relationships

made easily accessible via the internet is

increasingly challenging us to revisit our roles

as educators in sense-making, coaching and

credentialing”“丰富的资源和人与人的关系，通过互联网越来越方便获取，这就

要求我们重新审视作为教育工作者的角色，尤其是意义建构，指导和资格认证 方面” The Horizon Report: 2011 edition: 2-3

《地平线报告》 2011

“People expect to be able to work, learn

and study whenever and wherever they

want”

“人们希望可以随时随地工作，学习和研究”

The Horizon Report: 2011 edition: 2-3《地平线报告》 2011

“The technologies we use are increasingly

cloud-based, and our notions of IT support

are decentralised”

“云技术越来越普及， IT 支持也越来越分散”

The Horizon Report: 2011 edition: 2-3《地平线报告》 2011

“The world of work is increasingly

collaborative, giving rise to reflection about

the way student projects are structured”

“ 世界各行各界合作日益增加，导致学生学习方式趋向合作”

The Horizon Report: 2011 edition: 2-3《地平线报告》 2011

• Interpersonal Skills• Leadership and Management– Next Gen Management Training HK/Singapore

• Collection Development– Most critical issue

• Information Literacy• Research and contributions to the Profession• Information Technology Skills人际关系技巧；领导与管理－香港／新加坡下一代管理人员培训项目；最关键的馆藏建设；信息素养；对专业的研究与贡献；信息技术技能

Core Competencies for 21st Century CARL Librarians

Policy Policy DevelopmentDevelopment

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Research

Different Scenarios CommunityYour

Preferred Library Future

Stories

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Build on Trust MetricBuild on Trust Metric

• Trust and respect in our Libraries• Scholarly publishing has Trust; peer review has trust;

the Internet has little trust• Fraudulent behaviours affect trust in publishing• Never underestimate the value of that Trust and build

on it constructively

建立信任评估机制 馆内人们的信任与尊重；学术出版、同行评审可信任；对网络的信任度减低；出版界的诈骗行为影响其信任度；不可低估信任的价值并要不断地建立。

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Embedded in Life of UniversityEmbedded in Life of University

• Library is no longer seen as the ‘intellectual heart of the University’

• Purpose need to be embedded in academic thinking and expenditures need to be immediately linked

• Library need to be on Course planning and Research Committees in each academic department

图书馆融入于大学生活中 图书馆不再被视为 ‘大学知识中心’；

图书馆服务要与学术思想和财政支出挂钩；图书馆要参与每个院系的课程规划及研究委员会。

EverywhereEverywhere

• Library is not bound by physical walls• All systems and proxy servers need to reflect this reality• Library thinking needs to reflect that the building is not

central to Library’s image and performance• Library staff need to be ‘out there’

图书馆无处不在 不限于图书馆建筑内；图书馆所有系统和伺服器要 满足校外服务；应意识到图书馆建筑不再是图书馆的 形象和表现的中心；馆员应深入到读者中。

Collection DevelopmentCollection Development

• Universities are under considerable financial strain– From publisher demands– From Author expectations

• Not collecting for ‘Just in case’• Designing the collection• Need to be very close to academic planning– Undergraduate and post-graduate

• Strong element of collaborative collection development 馆藏建设

大学受到相当大的财政压力；不为‘以防万一’而收藏；设计馆藏；必须紧密结合大学学术规划；合作馆藏的元素

ServiceService

• Libraries are very large enterprises– In collection terms – In building terms

• Imperative to have good service, discoverability, and Literacy programs

• Library as a place, as a space needs to be central delivering and meeting need through excellent service

服务 图书馆是很大的企业；必须有良好的服务，搜索能力和信息素养课程；图书馆作为学习空间，是信息传递中心并提供良好服务来满足读者需求。

Professional Professional MarketingMarketing

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Basics of SuccessBasics of Success

• Listen, listen, listen!!• Outreach• Tell stories of success• Do not ask your community to do things they do not

want to do• Marketing – Use a professional

成功的基础 倾听，倾听，倾听！！拓展；讲述成功的故事；

不要要求读者做他们不想做的事情；服务推广

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Avoid Group ThinkingAvoid Group Thinking

• Conformity to norm thinking will limit opportunities• Open up and always encourage different thinking• Think about what is being proposed and encourage

an environment of thoughtful questioning dissent• Research outside this discipline

避免思想一致 常规的想法会限制机会的把握；鼓励持有不同意见； 营造发表

不同见解的气氛；进行多方研究。

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Let the Building Do Your Let the Building Do Your MarketingMarketing 让图书馆建筑替你营销让图书馆建筑替你营销

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Why Marketing Stories?Why Marketing Stories?

• Stories paint pictures of what has been or could be• It is difficult to tell of the future in facts and figures• Stories allow a wide range of possibilities • Raises possibilities which may not be thought to some

or many

故事可以画出图画；很难用事实与统计数字来预测未来；故事能描绘出许多可能性；这些可能性未必被所有人接受。

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Impact of StoriesImpact of Stories

• Stories do not threaten, because they allow a wide range of options

• Stories allow space for thinking before plans compel actions

• There is not one future!!• Better to choose your future than having it chosen for

you!!!故事的影响力 故事不具威胁性，因为故事容许不同的选择；故事容许在落实行动之前有思考的空间；不止一种未来！！最好自己选择未来，而不是让未来降临！

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Steve O'Connor Digital Library in Jiangxi January 2010 48St

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Let Your Library Walk the Campus Let Your Library Walk the Campus

Tell Them About Your Future…Tell Them About Your Future…

• Tell them where you are going to go;

• Tell them where you are going;

• Tell them when you are getting close;

• Tell them again!!!

And again…and…..

让读者了解图书馆将来的方向，目前的进程，何时达到目标。

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Finally………………

Driving Forward !!Driving Forward !!

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Plan Not for TomorrowPlan Not for Tomorrow

• What should the future look like at the end of 2014?

• Start in 2014 and then work toward it

• Spend time getting a Library Scenario accepted

which is preferred by your community

不只是为明天规划 2014年的情景？我们要看到并为 2014年以后规划；制定读者首选图书馆情景规划。

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Possibilities abound…Possibilities abound…

……Just do not dismiss Just do not dismiss opportunitiesopportunities 在众多的可能性中，不要拒绝机会在众多的可能性中，不要拒绝机会

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……Good Futures Good Futures

just do not happenjust do not happen 美好未来不会碰巧发生美好未来不会碰巧发生

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Thank you Everyone

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ReferenceReference

57

An Ecological Approach to Repository and Service InteractionsR. John Robertson, Mahendra Mahey, Julie Allinson; Version 1.2, March 2008http://www.ukoln.ac.uk/repositories/digirep/images/a/a5/Introductoryecology.pdf Accessed: Oct. 2010Information Ecologies: Using Technology with HeartBonnie Nardi and Vicki O’Day; MIT Press, 1999Chapter 4 in First Monday, Volume 4, Number 5 – 3 May 1999http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/672/582 Accessed: Oct 2010Managing the Digital EcosystemJoel M. Smith and Jared L. Cohen, Issues in Science and Technology, Fall 2005http://www.issues.org/22.1/smith/html Accessed: Oct 2010Envisioning a Transformed UniversityJames J. Duderstadt, Wm. A. Wulf, Robert Zemsky, Issues in Science and Technology, Fall 2005http://www.issues.org/22.1/duderstadt.html Accessed: Oct 2010Between a Rock and a Hard Place: Organizational Change and Performance Under Conditions of Fundamental Environmental TransformationHeather A. Haveman, Administrative Science Quarterly, Vol. 37, No. 1 (Mar., 1992)http://www.jstor.org/stable/2393533 Accessed: Oct 2010Understanding the game of the environment.An illustration Guide to Understanding Ecological PrinciplesDavid R. Houston, Agric. Inf. Bull. 426. Washington, D.C.: U.S. Dept of Agric, Forest Service, 1979

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