Saturday, May 14, 2005

Notes from: Extending Services to the (Increasingly) Digital User [Opening Keynote]

Presentation by Dr. Joseph Janes

Warmup and overview.
- Likes Canada.
 - Tim Horton’s.
 - Oxford English Dictionary, Canadian 
   edition: "eh".
- Invites applicants for 
  www.ischool.washington.edu (people who want 
  to work with young people in particular).  
  Nancy Pearl teaches there.
- "Theme of the day": How we think about 
  offering services in a digital world.
- "Lots of users are digital, to one extent or 
  another as the information environment 
  continues to evolve along with what people 
  want to do."
- As reference librarians, do we reach for 
  books or do we go to the keyboard?
 
Who have we been serving?
- Readers
 - Users of libraries or just anyone 
   who wants to read.
- Casual users (drop ins)
- Searchers using traditional tools 
  (catalogue, databases, reference works).
- Specialized researchers local and otherwise 
  (i.e. interest in local history, genealogy).
- Writers and creators.
 - Make use of libraries quite a lot.
- Learners.
 - The whole span, elementary to 
   lifelong.
 
What do they need?  What do they want out of a 
library?
- Stuff.
- Help.
- Place.
 - Even though the internet is a 
   "placeless place".
 - Original design of the IPL used 
   physical metaphors for pages (i.e.  
   reference desk, exhibit hall, etc.). 
   Necessary to help designers think 
   about what to offer in the service.
 
Who are we talking about?
- Users of:
 - Books.
 - E-books.
 - Downloadable audio books.
  - Bizarre that some audio book 
    vendors lock books when you 
    check them out (no 
    concurrent uses allowed).
  - A vendor suggested that a 
    slew of audio books make 
    collection development 
    irrelevant (disapproves, of 
    course).
- Web surfers and casual users (drop-ins).
 - Casual users could mean visitors to 
   a library website.
 - Most web pages internal to library 
   web sites are not designed to be 
   found by web searches.
- Searchers using:
 - Traditional tools (catalogue, 
   databases, reference works).
 - Web search tools (and eventually the 
   invisible Web).
  - Web search is changing.  Web 
    search is "hot".  Web search 
    is a big business.
  - The invisible web is about 
    to become less invisible.  
    Google Scholar is the "first 
    wedge of the traditional 
    search world in to the 
    invisible web".  Now search 
    companies will have to 
    negotiate with electronic 
    content providers to compete 
    with Google.  "The search 
    world is going to look a lot 
    more like the content 
    world."
  - The new thing in search is 
    social networking stuff.
   - Folksonomies 
     (organizational 
     structures built by 
     user communities).  
     del.icio.us, a 
     social book marking 
     tool is a prominent 
     example.
   - The search companies 
     believe that one way 
     to improve the 
     technology is to 
     involve the 
     community.
  - Gmail becomes a data-mining 
    tool for Google.
  - In the US, email kept beyond 
    100 days on a server is no 
    longer private.
- Specialized researchers (interested in local 
  history, genealogy, etc.).
- Bloggers.
 - Dedicated blogger community 
   sometimes called the "blogosphere".  
   Will either become part of the 
   conversation or it will fall away.
 - "They are a natural constituency for 
   us [libraries] if they _think_ they 
   are", but bloggers are not generally 
   aware of what goes on in the library 
   world (with the exception of 
   librarian-bloggers).
- Digital object creators (Web, music, movies, 
  scrapbooks).
 - Are we going to support this kind of 
   work (i.e. teaching classes on how 
   to create a blog, a digital 
   scrapbook, etc.)?
- Distance education students.
 - "Our distance system is putting 
   pressure on very small libraries in 
   Alaska...".
 
- Some of the above people are the same people 
  we have always served.  Others _would_ make 
  use of library services, but don't think of 
  libraries as a means to support their work.
- Dilemma: You have to satisfy people who want 
  print (generally older people), and people 
  who want all digital.
 
What do the increasingly-digital people need?
- Stuff.
 - Your resources in digital format, 
   accessible and usable.
 - Mentions creative commons as a means 
   to explicitly specify what you can 
   do with an object.
 - "The scholarly communication model 
   as we understand is is going to 
   break."  The open access journal 
   model and institutional repositories 
   will figure in the ensuing dialogue 
   over scholarly publishing.  When the 
   model breaks it will fall to 
   academic librarians to fix it 
   (challenge/opportunity).
 - Instant answers.
  - This is coming in the 
    internet search world.
  - Ask Jeeves is _supposed_ to 
    do this sort of thing.
  - Certain questions in Google 
    currently retrieve answers 
    (i.e.  "Who is Jane Fonda").
  - These will become a common 
    feature of search engines.  
    People will not want to 
    search; they will want to 
    type a question.  This 
    expectation will affect 
    libraries.
- Help.
 - Support in searching, finding, 
   accessing, using, understanding 
   evaluating (including, perhaps, 
   instruction where appropriate).
 - Librarians tend to have trouble not 
   capitalizing and punctuating when 
   performing chat reference services.  
   Patrons just want fast answers, not 
   attractive elegantly phrased 
   answers.
 - Connectivity and connection.
 - Technology, hardware support, and 
   (perhaps) hosting.
  - We hate to provide hardware 
    and software support, but it 
    is our job as librarians.  
    After all, what is the 
    functional difference 
    between helping people with 
    style manuals and helping 
    people to use email in order 
    to get things done?
  - What about web hosting 
    services.  We provide 
    carrels for grad and 
    doctoral students - is this 
    significantly different?
 - Professional advices, guidance, 
   help.
  - Likens reference to doctors, 
    accountants etc.  People 
    want our professional 
    advice, but we tend to shy 
    away from advice and 
    guidance to avoid bias.  
    "People just need to be told 
    what to pay attention to...  
    Because there's too much, 
    they get overwhelmed."
 - Ubiquity of place and time.
  - They want/need to be 
    supported whenever and 
    wherever they are doing 
    something.
 - Depth and length are unmet needs.
  - Needs and questions go far 
    deeper than what is 
    available through Google and 
    other resources that provide 
    superficial answers.  We 
    can't compete in the 
    superficial, but we can 
    shine when it comes to 
    providing in-depth answers. 
- Place.
 - A place to start.
  - i.e. 'I've got to write a 
    term paper, what do I do'.
 - A place to finish.
 - A place to continue.
 - A place to be (physical and 
   virtual).
 - We have always provided a place.  We 
   may have to conceptualize it 
   somewhat differently.
 
What do they _want_?
- Quick.
- Free.
- Cheap.
 
Why don't people ask for help?
- People don't know what we do.
- It's not just us.  People don't ask for help 
  because they don't want to look stupid.
- University student: 'I never thought a 
  librarian would spend that much time with 
  me.'  Whose fault is it that students don't 
  know that?
 
What should we do?
- Play up our service orientation
 - "When you really need help and it 
   really matters...ask your 
   librarian".
 - "Don't just get information...be 
   informed".
- Build tools that help people without direct 
  intervention.
 - Pathfinders.
- Make sure names of services and tools are 
  easily understandable.
 - Examples of commonly used, but 
   easily misunderstood terms: 
   citation, catalogue, index database, 
   ABI/Inform.
 - Examples of understandable versus 
   cryptic: 'Four new ways to build 
   your business' versus 'Four new 
   business information databases'.
- Provide lots of links to library services in 
  places where they will probably be used.
 - Is there a link to the reference 
   service on the front page of the 
   academic institution?
- Position ourselves and our services as time 
  savers.
 - "Google's fast, but we can save you 
   time".  People who know how to 
   search Google don't need us, but 
   those who spend hours on Google do 
   need us.  "Why search when we can 
   help you find?"
 - The median time to find a 
   satisfactory answer via a search 
   engine is about 11 minutes.  That's 
   a _long_ time.  If we are in their 
   minds as a place where they can go 
   when it is not working on their own, 
   then they will come to us.
- Decide what kinds of things we are best 
  suited for (and by   implication, what we 
  are not suited for).
 
Some ideas.
- Reference.
 - If we think of search, collection 
   development, reader's advisory, 
   education, etc. as the paradigm of 
   reference we will get stuck there.  
   Throws out the word _mediation_.
- Show people how to be found on the internet.  
  People who are building businesses, writing 
  blogs, etc.  People want to be found because 
  they want to tell their story.
- Tech support.  It's "just part of the deal".
- Production and packaging.
- Marketing.
- "I think marketing is reference work" 
  because if they don't know that you are 
  doing it you can't help them.  Marketing is 
  seen by librarians as "beneath us" (this 
  needs to change).  Some libraries even do 
  bus and radio ads, choice of four different 
  colours of library cards.
- Web design and tool building.
 
Implications.
- Libraries used to be tied to a physical 
  place.  Concept of library is now expanding 
  to "where is was always meant to be".  When 
  people are searching the catalogue or using 
  the library home page they are "in the 
  library".  A Minnesota library system staffs 
  their website like a branch (likes this).  
  The concept of a library was always bigger 
  than the building - it is now "finally 
  free".
 
Do we want to do this stuff?
- Can we afford to?
- Funds will have to be reallocated.  Ready 
  reference can be cut back since Google is 
  now filling this role.  There are a lot of 
  libraries on the web that say they are there 
  to answer quick factual questions, but "I 
  think it's time to say goodbye to ready 
  reference".  "I think we should focus on 
  what we can do better then anyone else."  
  Ready reference is already going (we are 
  getting fewer and harder questions).  
  Spending longer amounts of time with people 
  on difficult question provides an 
  opportunity to make a significant impression 
  on them.
- We are the most important profession in the 
  world because other professions could not 
  exist without us.  We (humans) need to tell 
  our stories.  We (librarians) facilitate the 
  telling of those stories, and this allows us 
  to better ourselves individually and 
  collectively.
- When people have an information need we have 
  to be there so they can get at us.  "If we 
  are central to the information lives of our 
  communities, they will come to us when it 
  matters."
 
Questions
- Q: Audience member notes the tension between 
  the old guard and newer librarians in the 
  academic library where she works.
- A: Identifies with old guard: "What I got in 
  to this to do has been taken out from 
  underneath of me".  If librarians got in to 
  the profession to help people and 
  communities, they can be advocates and 
  ambassadors for new ways of providing 
  service.  If they got in to this as a place 
  to hide, to cuddle a book, then they have to 
  go.  Notes that some reference librarians 
  who were surly at the desk are excellent at 
  email reference.
 
- Q: What about faculty who challenge the 
  provision of BI in classes?
- A: Figure out a way to say nicely that these 
  students are going to forget what you teach 
  them but they will use bi skills for the 
  rest of their lives.  "I can make your life 
  better" is the siren song of librarianship - 
  people need to hear this.
 
- Q: How is a 21 day loan period enforced for 
  downloadable audio books?
- A: Digital rights management software is 
  downloaded along with audio file.
 
- Q: Please provide examples of libraries that 
  are changing management structure to make 
  these sorts of changes possible.
- A: A Seattle library has a more distributed 
  service model.  Everybody helps with 
  everything (no specialization?).  They carry 
  wireless devices including phones to network 
  with other librarians, etc.  Some people 
  hate it, and some people love it.  Orange 
  county does something similar.  Staff has 
  wireless PDA's with catalogue on it.  The 
  distributed service model is the "next 
  wave".
 
- Q: Please elaborate on the failure of 
  virtual reference.
- A: "I think we are still largely in an 
  experimental phase with that".  Some 
  services are not launched with clear 
  expectations, and means for defining 
  success.  There are good and bad virtual 
  reference services.  The term "digital" 
  makes it look like a different thing than 
  "ordinary" reference, but  different modes 
  of reference should be marketed as a single 
  service.
--Notes by Charles Dunham

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