by Michelle Manafy

There is certainly a sense that “kids today” read less and that they have short attention spans. However, technology has actually triggered an explosion of media usage among young people in the last five years – so much so that young people spend about 7 1/2 hours a day consuming media, according to a study of 8- to 18-year-olds by the Kaiser Family Foundation. And, while Kaiser reports that print is the only category of media consumption to lose ground among young people, within the print category only newspapers and magazines declined. Book reading held steady over the previous five years and even increased by a few minutes a day over the last decade. (Generation M2: Media in the Lives of 8- to 18-Year-Olds).

Yet despite their content consumption, young people today can be baffling when it comes to understanding how to engage them in your content products and services as they are also notoriously brand-fickle and their attention — while not at all limited in its span — is fractured among multiple delivery devices (often at the same time).

In my work on the book Dancing With Digital Natives: Staying in Step with the Generation That’s Transforming the Way Business Is Done (May 2011, CyberageBooks, http://bit.ly/DwDNsite), I came across many valuable resources for ways in which to rethink customer (reader) engagement in light of this generation. One of these is the NAA Foundation (http://www.naafoundation.org), which publishes a great deal of research on the topic of engaging younger readers, replete with examples of engagement strategies being tested by educators and publishers, much of which can be applied outside the newspaper industry.

With regards to the native’s multi-platform tendencies, the NAA suggests that we stop scoffing at multitasking and make it work for us instead. They ask, “Have you ever thought about what kinds of products you might provide that would work well with the other things young people do?” In the information industry, we certainly see an increase of products that integrate information into workflow on a variety of platforms. However when we look to the future, at the digital native, integration will have to go beyond workflow, and integrate the consumer into all aspects of content consumption, distribution, and even creation.

We all see an increase of social sharing mechanisms on consumer and professional information products, and even on public library sites. However, these tactics are only a start. The NAA “Youth Media DNA” report states that, “respondents were more likely to recall reading school newspapers prepared by their peers … rather than newspaper youth content prepared for them.” In fact, UK research firm Capgemini found that for an increasing number of young users, content gets added value from the ability to discuss it collectively (http://bit.ly/e93AJr). These online community dynamics alter traditional patterns of trust: consumers, especially the younger generation, have more confidence in peer-generated or crowdsourced content. So while previous generations might have been loyal to trusted info-brands, younger consumers trust their social lens to focus them on worthwhile information.

When we look forward to creating products and services that will engage our next generation of content consumers, we need to be aware that their different content consumption habits are not a death knell. Rather, if we understand their desire to consume content on their own terms, on a variety of platforms, actively engage with it in a socially mediated way — and even participate in its creation — we can chart a path to engagement that will resonate with this generation of content consumers.

Michelle Manafy is director of content for UK based digital publisher, Free Pint, Limited (www.freepint.com), which provides publications and resources that meet the needs of information professionals. An award-winning writer and editor, Michelle’s focus is on emerging trends in digital content and how they shape successful business practices. She is also the co-editor of and a contributor to the new book Dancing With Digital Natives: Staying in Step with the Generation that is Transforming the Way Business is Done (http://bit.ly/DwDNsite).

By Stephen Abram, Toronto Chapter, Business & Finance, Information Technology, Leadership & Management Divisions

Part 1

And the future is still in front of me and always will be! Cindy Romaine asked me to write a guest post for this blog and I am honoured to do so. I believe that her future ready theme is right on. The only thing we need to prepare for is the future. The past is gone and the present disappears in the blink of an eye. By coincidence I’ve just passed my 30th anniversary of graduating from library school and it’s caused me to reflect. I tell myself that I probably have another 30 years left. So I’ve decided that I am still mid-career. What have I learned in the first half of my library life about preparing for the future that may be in any useful?
Listed below are some personal insights that I’ve learned and have found them personally meaningful over the years, so I pass them on to you here in the hope that it helps us all become more future ready. Honestly, I’ve made a lot of mistakes and it’s probably better to learn that way, but here goes:

1. Watch the Banana: When it comes to observing user behaviour and changing behaviours it is wise to remember the banana. I was once forced to watch primates for days as part of a bachelor level primatology course. We often watched them eat. Upon returning to class, the professor gave us all bananas and asked us to peel them like an ape. North Americans grab the banana by the stem and pull it open. This method crushes the top. The whole class proceeded to do it this way. He then showed a film of an ape peeling a banana. If we carefully observe chimpanzees and bananas we can see that they carefully pull the skin of a banana from the softer non-stem end and the white fruit is pristinely unwrapped as a thing of unbruised beauty. The lesson for us budding primatologists and ethnographers that I never forgot: Observe carefully. Don’t look for what you expect. When you’re looking for insights into human behaviour or the direction of the world, you’ll find it in what you don’t see at first.
2. Play with Vigor and Intent: Everyone who knows me knows that I am a huge proponent of play in the workplace. This isn’t just playing with all of the new technology toys and websites that are presenting us with opportunities on a daily basis. I love that as much as the next person. What I am also advocating is that we also include ensuring that fun and humour enter our work lives on a daily basis (or more) too. Secondly, focus is good but focusing too intently is not as great. You can see opportunity in new things when you play. When you research or investigate something for work alone with your workplace goggles on, sometimes you miss the biggest opportunities in the innovation. Occasional undirected play at work loosens the unconscious and frees the mind to explore new ideas. Successful people and work teams leave time for play – alone and together. Play is not frivolous but remains one of the most potent learning strategies there is. And, frankly, it makes it fun to go to work every day. Happy teams, having fun together, is, I believe, a predictor of workplace success, employee retention, and lifelong health. Do you make time to play? Relax. You will see more opportunities for a better future in a relaxed state than all of the moments of intense concentration combined. Are you laughing and giggling enough all day? Live intentionally.
3. Hang out with different people and people who are different than you: Lately, I’ve been thinking about the echo chamber that is librarianship. I worry that we are listening too much to each other and not enough to others. I am not advocating that we listen less to eachother but that we adjust the balance to include more voices. How do our real customers talk about their encounters with the new information technologies? If we talk about ‘e-books’ and they talk about ‘reading’ (see the difference?), are we framing the issues correctly? And, how diverse is the community of people you deal with? Are there enough non-librarians, non family members, in your circle? How about the wonderful demographic mosaic of gender, age, nationality, ethnicity, race, language and geography in your conversation zone? Is it diverse? Do you have personal experience with young librarians and young people or vice versa? Do you travel enough to challenging experiences and places? Don’t sit with friends all the time at events or conferences – you already know them! People from diverse backgrounds can approach issues, decisions and problems in different and still valid ways. If your peers are non-diverse, I believe that it affects the quality of your insights and decisions. Mix it up.
4. Avoid the Eeyores! Some people add no value to your life and you run the risk of damaging yourself by being around them too much. People who are negative or critical in the extreme, but devoid of critical thinking are negative influences in your life. I love being around people who bang away at ideas aggressively to make them better. They’re awesome. I am talking about avoiding people who are joyless. As the economy gets worse, there seem to be more of these negative folks. Critical thinking allows for seeing weaknesses in an idea or argument and working toward correcting or improving or disproving the thinking. People for whom criticism, devoid of a context to improve ideas, where snark and name calling rule the day, are best avoided when the time can be spent with others who focus on making the world of ideas a better place. If you’ve ever met a person who is a black hole and sucks all of the life and happiness out of the room and conversation, you know what I mean. Run towards the light! The future needs to be somewhere where you want to be, and some people just can’t make that voyage. They’re locked in the ambiguity of the present tense.
5. Fail and Fail Often, but Fail Safe: You’ll discover the future by trying to invent it yourself. There are two kinds of people – those who create the future and those who live in their own personal, endless Hell of the present. Make the choice to be an animator in life. The avoidance of risk is death to growth and adaptability. Take small and manageable risks in order to learn. You’re not learning to ski or skate unless you’re falling down. How many small risks of failure did you take today? It can be as simple as meeting someone you don’t know, trying a new website, changing your
   personal style of interaction or something even bigger like loading new software or temporarily changing a work process. Try to recall when you learned to ride a bicycle. Remember the failures and then the heart floating feeling of balance and movement? I remember when I first tried public speaking with some embarrassment but I got better over time with my supportive SLA network. The opportunities to try new things are endless and, yet, we seem to partake of them too rarely. Can you schedule a daily potential-risk-of-failure-event until it becomes a habit and part of your work life? Grow pearls when you discover an irritant. Start small, pilot and experiment. Nurture and incubate. You’ll be a better professional for it.
6. Listen to your Gut: Bio-feedback works. I have learned to listen to my gut and persevere when I don’t feel right about something. Not every technology is future ready. Many have severe shortcomings or run the risk of damaging the world of information, knowledge, learning and more. Some just aren’t ready for primetime or anyone other than the early adopters. My subconscious tells me things if only I’d listen to it. I am not saying that it is telling me in black and white to do or not do something. It is often telling me things that affect the direction and experience. My gut senses distrust faster than my mind. It tells me when something might be conflicting with my personal or professional values or morals. My gut tells me when I’m not quite ready. My gut tells me when I have lingered too long in a lovely past paradigm that is now failing me. Trust your gut.
7. Do and Try: It’s not enough to be just an observer. Participate in the world as it changes. Comment and learn. Share – write, blog, tweet, and have deep conversations. Experience comes from participation. The person watching the gold fish in the bowl does not understand the goldfish.
8. Encourage the Heart: One of the most delightful aspects of librarianship is our supportive networks. Also our workplaces tend to be clean and safe. We have a personal responsibility to take this gift and improve upon it. We have potentially thousands of interactions a month. With each interaction, with each moment of truth, we represent the best of what we have to offer to the world. We can make a huge difference in people’s lives. And, with our attitude we can encourage the heart. Wake up every day choosing to make a difference in your end users lives, and, for that matter, all of your co-workers, neighbours, and colleagues.

Watch for part two and 10 more!

Stephen Abram, MLS is a Past President of SLA and is Vice President, Strategic Partnerships and Markets, for Gale Cengage Learning. He is an SLA Fellow and the past president of the Ontario Library Association and the Canadian Library Association. In June 2003 he was awarded SLA’s John Cotton Dana Award and the AIIP Roger Summit Award in 2009. In 2011 he is Canada’s CLA Outstanding Librarian of the Year. He is the author of Out Front with Stephen Abram and Stephen’s Lighthouse blog. Stephen would love to hear from you at stephen.abram@gmail.com.

By Karen Huffman, Washington D.C. Chapter, Knowledge Management Division

Future Ready Toolkit

This post is from SLA’s new Future Ready Toolkit. The Toolkit was constructed by SLA members who have drawn upon substantial professional experience and alignment research to help you hone your skills in a way that is relevant and global. The toolkit is collaboration, alignment, adaptation, and community put into action.

Overview

Organizational growth is closely correlated to individuals who are willing to network and collaborate outside their normal sphere of influence. People able to span the organizational hierarchy and build internal and external networks cannot help but grow and adapt. Growing adaptive organizations, transformational leaders realize the importance of blurring organizational lines, supporting collaborative communities and breaking down silos to encourage transparency. (Image on right: Wordle.net word cloud based on a Wikipedia article on “Stakeholder Analysis.”)

Definitions

Engagement

An act where two or more parties agree to a predetermined commitment.
Related terms: User adoption; collaboration; benefits.

Networks

Interrelated connections that can be physical, virtual, or both. Networks are relational-based. See also articles shared on the Future Ready 365 blog tagged “network.”
Related terms: Relationships; connections.

Partnerships

Two or more parties who have agreed to work towards a common vision, mission, purpose, and/or goals.
Related terms: Purpose-driven relationship; actionable, accountable relationship.

Project Management

A purposeful process that includes planning, organizing, securing and managing resources to bring about the successful completion of specific project goals and objectives. The success of a project often relies on an analysis and involvement of stakeholders.
Related terms: Structured goal-oriented approach; task breakdown and analysis.

Stakeholders

Organizations and/or individuals who are positively or negatively impacted by decisions and/or actions. Anyone with a vested interested in a project, event, and/or outcome. Related terms: Users; clients; key, primary, and secondary stakeholders; stakeholder analysis.

Key Elements and Ideas

Crossing Boundaries for Growth and Collaboration

One of my ongoing goals is to foster collaboration and learning opportunities as well as continually grow personal and professional competencies. Last fall at KMWorld 2010, the speakers who spoke about “Optimizing Organizations through Collaboration” discussed the idea of “boundary crossing” which relates to some key elements and ideas around this topic on building a network to engage and partner with stakeholders:

• Analyze social and organizational networks to understand knowledge gaps.
• Ensure communities of practice are aligned to the business goals and encourage sustainability through people to people connections and participation.
• Capitalize on the power of social networks to build effective and adaptive learning organizations.
• Grow expertise and competencies requires knowing your current proficiencies, setting goals, and crossing many boundaries to grow new ideas and expand your knowledge.

The mind map (below) developed by Karen Huffman is based on David Snowden’s ASHEN framework (2000) and Patrick Lambe’s KM competencies for knowledge managers (2008).

SLA Members Shared Ideas

• Being there – being present: It’s an ongoing process of growing and cultivating relationships, building networks, gaining trust. ~Mary Talley
• Forming a community/building a network is a process that harnesses on-going process development and refinement as well as project management skills. ~Aimee Babcock-Ellis
• The goal and criteria for success when developing a network is to make it equally useful to both individuals and corporate management. ~Peggy Watkins
• Informed opinions about the possibilities and measured objectives that are jointly agreed upon. ~David Stern
• Stakeholder analysis – figuring out what they want – as well as marketing and negotiation skills. ~Vicky Platt
• Crossing Boundaries for Growth and Collaboration. ~Karen Huffman

To read more about their ideas, click here.

Models and Templates

Stakeholders

• MindTools offers some great “getting started” models/templates on Stakeholder Analysis and Stakeholder Management. It includes information on stakeholder analysis, winning support for projects and building communication from stakeholders. Great templates to employ with any project.

Project Management

• GovLoop’s Project Management Guide – the templates that capture the essential aspects of project management.
• Project Management Institute (PMI) website.

Resources

Books

Levin, Ginger (2008). Improve Your Interpersonal Skills to Achieve Greater Management Success! (Url: http://www.facebook.com/notes/management-concepts/are-you-connecting-with-your-stakeholders/422512295431.)

Sampson, Michael (2010). User Adoption Strategies: Shifting Second Wave People to New Collaboration Technology. (URL: http://www.michaelsampson.net/useradoption.html target=”_blank”.)

Blog

Boxes and Arrows: The design behind the design

• Setting Up Business Stakeholder Interviews, Part 1 by Michael Beavers on 2007/03/26. (URL: http://www.boxesandarrows.com/view/setting-up-business.)
• Setting Up Business Stakeholder Interviews Part 2 by Michael Beavers on 2007/04/01. (URL: http://www.boxesandarrows.com/view/setting-up-business22.)

Karen works for National Geographic Society as part of the Software as a Service (SaaS) team in the Information Systems & Technology division. She supports the enterprise’s business needs with hosted solutions such as Google Apps for Business as well as develops customized solutions for targeted customer groups within the organization. She has been a member of SLA since 1999, serving in various roles including chair of the KM division (2009-2010) and developing resources for SLA-sponsored initiatives like 23 Things.

by David Cappoli, Southern California Chapter

Reputation, content, and convenience – these are the core areas on which I am focused for the near future.  I oversee the Friday Forums for the UCLA Department of Information Studies. The forums are a series of continuing education workshops geared towards the needs of information professionals. With subjects ranging from an overview of competitive intelligence, to movements in youth literature, to understanding the needs of paper conservation, these workshops introduce professionals to emerging ideas and new ways of thinking about ongoing challenges. Nearly all of the workshops are hosted on campus, but my goal is to reach out beyond the confines of UCLA and find new audiences who can benefit from these workshops.

In moving forward to attain this goal, I will utilize the well-regarded reputations of the workshop instructors, and the forums themselves, which have been confirmed by surveys and evaluations. The instructors have been cultivated and identified because of their high levels of expertise; interest in helping people learn; and, preparedness. Their collective ability to engage participants confirms their value. I will also continue to examine the needs and trends in the information profession so as to work with instructors and develop content that is highly sought after, and easily employed in one’s career. And as content is created and developed, I will work on new methods of delivering it, whether it is done by offering virtual workshops or hosting off campus workshops. These options make continuing education more convenient for professionals enabling a higher rate of participation and a wider spread of the benefits gained from attending the workshops. An expectation of broader participation is that the reputations of the workshops will be further enhanced, thus feeding into the expansion of the Friday Forums.

The personal network that I have constructed with instructors as well as workshop participants will aid me in focusing on reputation, content, and convenience, as I seek a broader audience for the workshops. I am also aware a substantial amount of time and effort will need to be invested in order to succeed, but the benefits will be plentiful.

David Cappoli is the Digital Resources Librarian at UCLA. An active member of SLA locally and nationally, David has been president of the Southern California chapter, and a member of SLA’s Annual Conference and  Nominating committees.  He currently serves on SLA’s Public Relations Advisory Council.