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Digital Commonwealth: The Bridge to Library 2.0 Marshall Keys, Ph.D. MDA Consulting POB 534 Nantucket MA 02554 Today: celebration and challenge Celebration: a new tool for adding value to the Commonwealth and for increasing the common wealth Challenges:

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digital commonwealth the bridge to library 2 0

Digital Commonwealth:The Bridge to Library 2.0

Marshall Keys, Ph.D.

MDA Consulting

POB 534 Nantucket MA 02554

today celebration and challenge
Today: celebration and challenge

Celebration: a new tool for adding value to the Commonwealth and for increasing the common wealth


  • to ensure that these resources are known and accessible to people outside the institutions that create them
  • To use this portal as a tool for involving people in libraries and other cultural institutions
what i am going to talk about
What I am going to talk about
  • Where we are
  • Where the Digital Commonwealth can lead us
  • What we have to deal with to get there
  • Who is leading the way
  • Permanent beta
  • Specifics from Elizabeth Thomsen this afternoon
our problem back in the day
Our problem (back in the day)

“This is the library.

This is where they keep the books.”

the problem now
The problem now

“This is the server farm. This is where they have the data”


what business are you in
“What business are you in?”
  • Theodore Levitt, ”Marketing Myopia” Harvard Business Review, 1960
  • The railroads thought they were in the railroad business.

But people didn’t want to ride trains; they wanted to get to New York.

  • Are we still in the warehouse business?
  • How do you keep a repository from becoming a warehouse?
three stages of technological revolutions
Three stages of technological revolutions
  • In the first stage, we automate what we do
  • In the second stage, we do things differently
  • In the third stage, we do different things
web 2 0 doing things differently and doing some different things
Web 2.0:Doing things differently and doing some different things
  • Tim O’Reilly, "Web 2.0 is the business revolution caused by the move to the internet as platform“ wikipedia 20071011
  • Web-based services that facilitate collaboration between users
  • Not technological changes so much as changes in the ways people use the web
digital commonwealth does things differently
Digital Commonwealth: does things differently
  • A portal
  • Virtual collection
  • Aggregated
  • Web-based
  • Web-enabled
  • Facilitates use of new and existing collections
  • But does it do different things?
  • Does it facilitate collaboration?
library 2 0
Library 2.0
  • Michael Casey LibraryCrunch c. 2004
  • Libraries are at a crossroads where elements of Web 2.0 are applicable:
  • the need for libraries to adopt a strategy of constant change
  • promoting a participatory role for library users. Wikipedia 20071011
library 2 0 from the technology point of view
Library 2.0 from the technology point of view
  • Web-based libraries with full-featured OPACs
  • Open systems, not proprietary software
  • Access through multiple platforms:
    • Computer
    • PDA
    • Mobile phone
library 2 0 from the user s point of view
Library 2.0from the user’s point of view
  • User customizable services
  • Users involved in designing and implementing services
  • Library involved in building and supporting “communities”, groups of users with common interests
library 2 0 from the librarian s point of view
Library 2.0 from the librarian’s point of view
  • Beta is forever
  • Constant change replaces upgrade cycles
  • Continuously examine services
  • Ideas from peripheral fields integrated into library service models: e.g., Nordstrom service model
  • Be willing to replace services at any time
assumptions and questions
Assumptions and questions
  • The future of libraries depends on their ability to meet the emerging needs of users.
  • Who will those users be?
  • What are their emerging needs?
  • How will these needs differ from traditional needs?
  • How can libraries respond to them?
  • What does this have to do with the Digital Commonwealth?
library roles










Distributed discovery and retrieval

Library Roles
academic libraries lynn scott cochrane
Academic libraries:Lynn Scott Cochrane

Basic roles:

  • to purchase published materials;
  • to identify, preserve, and manage unique special collections and locally produced information resources
  • to make all these easily available to users.

“ If the Academic Library Ceased to Exist, Would We Have to Invent It?”

  • Academic libraries should move to a 50-50 split of expenditure and time between these roles
  • Academic libraries should spend halftheir time and money on capturing, preserving, and distributing local materials, such as scholarly monographs, essays and articles, research reports, artworks, photographs, documentation of campus events, campus records, and so forth.
  • Why? these materials will never be available in the marketplace from vendors; they are the products of local efforts.
public libraries
Public libraries
  • The library and the bank
  • The library and the church
  • The library and the lab
  • The library and the medical model
  • What about users?
if a tree falls in the forest
If a tree falls in the forest . . . .
  • If a resource exists in a library . . . .
  • Digital Commonwealth is an answer
doing different things changing communities

Doing different things: changing communities

Race, class, language, culture, age and their influence on libraries

who ll sit at the boomers desks
“Who'll Sit at the Boomers' Desks?”

By Fred Brock NYT Oct 12, 2003

The big baby-boom generation is starting to retire. There simply aren't enough workers behind them in the labor supply pipeline to fill their jobs.

  • See also “Coming Soon: The Vanishing Work Force, Eduardo Porter NYT Aug 29, 2004
so the world comes here
So, the world comes here!
  • 28.4 million US residents (10%) in 2000 were immigrants:
    • 50% from Latin America
    • 26% from Asia
  • Hispanics: $928 billion in purchasing power

the increasingly visible african american middle class
The increasingly visible African American middle class

“Breaking the Silence” Henry Louis Gates JR, NYT, Aug. 1, 2004

“Reality check: according to the 2000 census, there were more than 31,000 black physicians and surgeons, 33,000 black lawyers and 5,000 black dentists.

Guess how many black athletes are playing professional basketball, football and baseball combined?

About 1,400.

In fact, there are more board-certified black cardiologists than there are black professional basketball players.”

the google nation28
The Google Nation
  • Everyone under 25 has grown up in the world wide web
  • Everyone between 25 and 35 grew up with the internet
  • Everyone over 35 learned this stuff while we were busy living our lives.
  • What’s new to us is old to them
the pc at 25
The PC at 25

“The PC is no longer centre of the technological universe.

You can do e-mail on a BlackBerry,

plug your digital camera directly into your printer,

download music directly to your phone,

and call up Google or eBay on any device with a web browser—not just a PC.”

“The PC’s 25th Birthday”, Economist, July 27, 2006

changing users what s a cassette

Changing users: “What’s a cassette?”

Young woman to young man on the MBTA subway, Boston, January, 2002

libraries are not central
Libraries are not central

“Is that a library book over there? It’s got the plastic on it and the Dewey decimal number.


“When was the last time you read a library book?”

NYT Sept 15, 2002, 2, p.1

what is central emerging users dominant themes
What is central?emerging users, dominant themes
  • Community
  • Portability
  • Personalization
  • Participation – Web 2.0
community for the google nation
Community for the Google Nation

60,000,000 users worldwide!

technology portability
Technology: portability

Always connected, 24/7!


Participation: multimedia

“Broadcast yourself.

Watch and share your videos worldwide!”

michael gorman on blogs
Michael Gorman on blogs

"I don't always think people's opinions are worth reading," he says. "They should not be published. I really like the filtering that publishers do. You don't publish maundering.“

“What's the Difference Gorman vs. Stripling?” by John N. Berry III – LJ 3/15/2004


Personalized information access

Having it their way vs doing it our way

  • The concept of “Lean Consumption”Harvard Business Review March, 2005
    • “using technology to reduce time and hassle for customers and get them what they want when they want it.”
personalization what users want
Personalization: what users want
  • What I looked at before
  • What other people looking at the same topic looked at
  • What they think about what they looked at
  • What else I might like to look at based on what I am looking at now
  • The Amazon experience!
  • But what about privacy?
  • They don’t care about privacy!

Evolving information technology: the search for portability

  • Wireless networks are the current state of the art in library technology
  • Porting information to other platforms – phones, PDA’s, ultramobiles -- is the next
old everything is on the internet
Old: “Everything is on the internet”

New: “Everything is on the phone”


Old: internet ready reference


Old “auction” business model

new telephone ready reference
New: telephone ready reference!

New: fixed price business model

ubiquitous expectations content any time any where any way
Ubiquitous expectations: content any time, any where, any way

Students see little difference between television and the Internet.

They watch programs on their laptops, at home on TiVo and (perhaps illegally) through file-sharing.

The coming generation is accustomed to the idea of watching or listening to anything on any device that's nearby.

Jon Gertner, “Our Ratings, Ourselves” NYT 04/10/2005

what does the library look like if

What does the library look like if

the medium isn’t a browser and the hardware isn’t a PC?

will you be building second life libraries

Will you be building Second Life Libraries?

No, but you will be building libraries with Second Life features

what must libraries do to serve a world in which
What must libraries do to serve a world in which
  • Users expect information to be delivered to them?
  • Users expect technology and interfaces to be highly personalized?
  • Users care more about convenience and community than privacy?
  • Users have a completely new metaphor for computing?
some people get it
Some people get it

“In creating the iPod, Steve Jobs has shifted the emphasis of Apple from computers to what he hopes will keep it relevant and profitable in the future: products for a digital way of life.”

“Oh, Yeah, he also sells computers,” John Markoff, NYT, April 25, 2004

some companies get it bbc
Some companies get it: BBC
  • Find, Share, Play strategy
  • "BBC iPlayer to offer catch-up television up to 7 days after broadcast
  • Download any programme from 8 BBC channels
  • Watch it on your PC, TV set or download to your mobile phone to watch it when you want.“ Lorcan Dempsey’s Blog April 30, 2006
some faculty get it paul hagner educause
Some faculty get it: Paul Hagner, Educause

"It's not our world any more; those who grew up on the Internet accept continuous change and turmoil in the technology they use, and they expect their teachers to keep up.”

  • ”Colleges plan for 'digital natives’”, Gary Robertson, Richmond Times Dispatch, 5/10/06
some librarians get it susan kent new york public library
Some librarians get it: Susan Kent, New York Public Library
  • “The future for libraries is personalizing service on a customer interest basis.”
  • “The future focus of technology in libraries will be promoting and delivering content-rich programming.”
our direction
Our direction
  • To Be successful LIBRARIES MUST provide their customers with what they want!

What we value as an organization has little or no value unless it matches that of our customers!

Joey Rodgers

our changing service model demands
Our Changing Service ModelDemands!
  • New ways of sharing resources
    • Eliminating Boundaries
  • New ways of delivering resources
    • On Customer Terms Not Ours
  • New ways of integrating resource sharing and delivery into an entire information framework
  • Our services must be anywhere, anytime, and on devices of the users choosing

Our Direction

  • First and Foremost: Public Libraries are a Business!!!
  • Libraries are no longer a warehouse for books, they are a supermarket of ideas!
  • Libraries! Can and should be the ultimate shopping experience!
  • We Must always Exceed customer expectations!
  • We must combine Quality and Convenience!

We Need To

Libraries MUST Look Outward! Not Inward

  • At other libraries
  • At Customers/potential customers
  • At competitors
  • At other industries
  • At the consumer market
combine convenience and quality
Combine Convenience and Quality
  • Drive-up Windows
  • Coffee and Beverages
  • Concierge Services
  • Direct delivery of materials and information
  • Text Messaging
  • RFID Tracking
  • Access through multiple devices
  • Push technology
  • Pod Casting
  • Service Guarantees
media production labs
Media Production Labs
  • Macromedia Studio Suite
  • Apples iLife; iMovie; iDvd; iTunes
  • Convert video; photos to DVD
  • Audio-editing
  • Web design
  • Final Cut Express
  • Terabyte storage for lengthy projects
specialized technology labs
Specialized Technology Labs

Youth Labs


Teen Labs


Adult Labs


Private DVD Theater

  • Puts a floating 6-foot screen right before your eyes. The latest electronic technology has created i-glasses, the virtual theater that provides private showing of DVD, computer monitors and other video sources.
  • Media Viewing Devices and Teen Department
pda s cell phones
PDA’s/cell phones
  • PDA – Library Web Sites must be developed to fit PDA devices (live searching of the catalog/request items
  • Library catalog systems
  • Library Database vendors
  • PDA Screenshots
  • Reference
  • PUSH technology
text messaging
  • Instant reference services
  • Events
rss feeds rich site summary
RSS Feeds (Rich Site Summary)
  • RSS Feeds
    • Personalized services
      • People of similar interests
      • Program Registrations
      • New materials/programs/services of interest
    • I Cal - inputs program dates/over dues/etc directly into your PDA calendar
      • People that integrate their lives
pod casting
Pod Casting
  • Taped book talks/story hours ESL programs, etc. available to everyone/anytime -distributed through RSS Feeds

Pushing our information out! We find them, instead of them finding us!!

  • Director’s blog
  • Departmental blogs
  • Individual blogs of customers with similar interests
  • Integration of the customer’s account into an individual/personalized blogs
some ne librarians get it bonnie peirce dover pl
Some NE librarians get it:Bonnie Peirce, Dover PL

“She is a passionate advocate of citizen's media and Web 2.0 technologies in libraries because they virtually compel creativity:

‘You don't simply study them. You use them, you play with them, you design better applications with them, you collaborate with people and come up with something completely different and new using them,’ she says.

These technologies make it possible for even the smallest library to have tremendous impact, ‘giving the public a voice and access to participate and build virtual communities.’”

“Library Goddesses,” LJ March 15, 2007

endlessly creative
Endlessly creative
  • Children’s librarian
  • Founder,
  • Founder,
mediamakers club
Mediamakers Club
  • Mediamakers club every Wednesday afternoon at the library
  • open to all ages (5-adult)
  • only rule is that everyone who comes participates (web 2.0 is about participating, connecting, creating...not about thinking, watching, and waiting)
  • I pick a technology, some web tools, some type of media for each meeting, and the group plays with it, creates with it, and shares their stuff
doing different things mobile phones you talking to me
Doing different things: Mobile phones: You talking to me?
  • Bring your mobile phone to the library, and we will show you all the things you can do with it...from gaming, to communicating in a variety of ways, to accessing knowledge via semacode, to web resources for mobile technology, to mobile microblogging sites like twitter, video sites for phone broadcasts like pickle, to video, to photos, to music, ringtones, and more...
  • We spend the afternoon looking at all these things as well as playing with mobile gaming devices...people got to experience the power of the global mobile platform and play with it...
doing different things fiction mapping
Doing different things:“fiction mapping”
  • I've been playing with mapping a lot lately...creating things like a visual interactive map of the historical fiction collection within the children's room...
  • people can visually browse the globe looking for a country or part of the world that interests them
  • see & browse books (cover image, author, brief description, call number) which are correlated to the geo-specific location
  • as well as basic photos & world information (wikipedia inputs),
  • and add books they know about to the sure beats the old xerox of titles :) and is sorta fun.

Imagine . . . .

Hundreds of library-based interactive learning sites all over Massachusetts, all linked by Digital Commonwealth!

the future
The future
  • The past: print-centric
  • The present: web-centric
  • The future: User-centric
    • Customer focus, not organizational focus
    • Not library technology but user technology
    • What they have, not what we have
    • What they want, not what we want to give them!
the library of the future is library 2 0
The library of the future is Library 2.0
  • The Digital Commonwealth will be a success in so far as it encourages and supports creation by citizens as well as professionals
  • The Digital Commonwealth will be a success in so far as it creates and confirms communities
  • The Digital Commonwealth will be a success in so far as it encourages and supports collaboration
  • The Digital Commonwealth will be a success in so far as it engages the present moment as well as the past
our future
Our future?

Shifting from what we know

to create library services

for a digital way of life

getting to the future
Getting to the future
  • Old ways of thinking don’t work: the curse of knowledge
  • Old ways of management don’t work: the Charge of the Light Brigade
  • So, what should we do about it?
read mark learn and inwardly digest
“Read, mark, learn, and inwardly digest”

Kanter, R. M. Evolve!: Succeeding in the Digital Culture of Tomorrow. Boston: Harvard Business School Press, 2001

  • A study of companies that successfully integrated web into their operations
  • Management admitted it didn’t have answers
  • Encouraged multiple experiments
  • Celebrated success
leadership from below
Leadership from below
  • This mashup contains everything you need to know to create a 2.0 library that will thrill your users
  • Everyone who doesn’t get this mashup should be encouraged to retire☻