By Sean Smith, Maryland and Washington DC Chapters, Legal and Pharmaceutical & Health Technology Divisions

Libraries that are increasing their online presence—building information portals, intranets and other online resources—frequently come up against a new kind of challenge: How to effectively drive usage of online resources? This can be especially challenging for libraries that have limited marketing resources or experience.

Believe it or not, this is the exactly the dilemma that Mark Zuckerberg and Eduardo Saverin faced just seven years ago when they founded Facebook on a shoestring budget.

I just published an article on The Huffington Post entitled, How Facebook Really Won the Social Media War: Viral Marketing Lessons from The Social Network. The article examines how a couple of college students, with almost no resources, marketing budget or staff launched and built the most successful social networking Web site ever. More importantly, the article demonstrates the viral marketing lessons that information professionals can learn from watching “The Social Network.”

The lessons include:

• Why having the right email lists is critically important to a successful launch;
• Why it is more effective to reach “influencers” or trendsetters than to try to reach the entire universe;
• How one email got more than 5,000 to register for Facebook in the first two weeks; and
• What time-tested marketing strategy is the real secret of Facebook’s phenomenal success?

Click here to read the full article.

Driving usage of online resources is by no means easy, but as “The Social Network” shows, with some planning, patience and perseverance, information professionals can learn to effectively drive usage to online resources. However, most SLA members have the added advantage of marketing to an internal audience with shared business objectives. The challenge, therefore, becomes how to identify specific audiences within the organization and find clever and fresh ways to capture their attention and engage them.

I encourage you to use this forum to share stories about any clever and fresh marketing ideas that you have tried to boost online information resource usage. Please leave a comment below or email me.

Sean Smith is Director of Marketing for InfoDesk, Winner: 2011 CODiE Award for “Best Business Information Resource“. InfoDesk specializes in information management solutions that help integrate, deliver and share content resources more quickly, cost effectively and securely. Follow Sean Smith on Twitter or email him directly with questions or comments at sean.smith@infodesk.com.

by Sharon Morris, ALA, Colorado State Library

Thinking about the future is an odd thing. How do we imagine something that has not yet been? The best thing to do is to open our minds up to new ways of thinking. Below are some strategies to try.

1. Embrace uncertainty. The thirteenth century poet, Rumi, said, “Sell your cleverness and buy bewilderment.” In other words, to see things differently, one must start with confusion.
2. Take time to dream.  Take a walk, stare out the window, sit quietly and let your mind float from subject to subject. Notice any images or vivid memories that come to mind. Be nowhere and everywhere.  Imagine and dream.
3. Talk it out. Share your ideas about the future with other future-minded people. They will keep you looking ahead. They will help you expand your own thoughts and ideas. Also, listen to them.  It is often easier to see what’s next for others than for ourselves.
4. Join forces. Form a confab with others who read about the future so you can keep each other up on things. Share blogs like this one with each other. Schedule time regularly to talk about new innovations and ideas that each of you is discovering.
5. Don’t just imagine, try stuff.  If you have an idea, do something to make it happen. Jump in and explore. Start small with a pilot project. Even mistakes and failure can lead to wildly unexpected innovation.
6. Read widely. Review blogs, journals, and publications from other fields to determine how they envision the future. This kind of environmental scanning can help you identify common themes and issues that may indicate the salient future trends.
7. Be curious about problems. At times, issues in organizations point to a need for systemic change. Finding opportunities where others see only barriers will open new paths to the future.
8. Give up perfection. We no longer have time to be mired in the drive to do things perfectly. We have to do what is good enough now so we save time to explore what can be.
9. Use our values. When you hear of a new technology, tool, or resource, view it through the lens of our values: access for all, intellectual freedom, privacy, and intellectual property rights. Will the emerging technology or innovation enhance or challenge those values? If there is a conflict, how might you resolve it?
10. See space. When learning to draw, students are encouraged to sketch the space around an object instead of the object. This gets them past their preconceived notions of what a common place object “looks like” and actually gets them to see the real shape. This attention to space rather than the object can apply to many things. You can notice the silence between words as much as the conversation. You can give attention to the time between activities as well as the activities. This builds awareness at a different level and opens us up to perceiving things in new ways.

–If you have remarks or would like to contribute your own strategies for being future-minded, please add them to the comments below.–

by Kim Dority, Rocky Mountain Chapter, Business & Finance Division

The best way to predict the future is to create it. – Alan Kay

Almost anyone who’s talked with Cindy Romaine about the Future Ready initiative will end up wanting to take that energy and strategic thinking to the next level: what is one thing that each of us can or will do in the coming year to help our careers – and the profession – become future ready?

Thinking about that question, I’ve realized that for me and possibly for many others in the information profession, the answer lies not in preparing for what the future may look like, but rather in going on the offensive to create the future we want.

How to do that? Well, some things we know already:

• Technology will continuously change what we do and how we do it
• Companies – if not entire industries – that once seemed paragons of stability will contract if not disappear
• Other companies – and industries – will spring up to take their place
• For both information professionals and those we work with, there will be innumerable threats and opportunities and often they will be one and the same, depending on what we look for and how we frame them
• Information  will continue to be a critical part of decision-making for individuals, companies, communities, and nations – but will undoubtedly be aggregated/formatted/delivered in ways barely imaginable today

Knowing these things, how might we go about creating our own futures?  I tend to believe Austrian economist Joseph Schumpeter was on to something when he said that entrepreneurism brings about a wave of creative destruction that, as it destroys established ways of doing things, simultaneously opens up new opportunities for innovation and fresh solutions. The challenge: being on the right side of that wave…in other words, creating the future we want to have.

In an attempt to stay ahead of that cresting wave, and thus create my own professional future, some of the things I’ll be doing are:

• Systematically monitoring the industries of existing clients to identify anomalies that may evolve into emerging growth trends – or contracting lines of business – so I can respond strategically
• Checking out all “innovation” award winners in various categories such as those offered by Fast Company, Mashable.com, and Inc. magazine with an eye toward unusual ideas that could signal growth opportunities (who knew the “casual learning” industry was now a $9 billion/year powerhouse?!)
• Practicing identifying the hidden opportunity in every perceived “threat” situation
• Continually rethinking how I can create and/or provide information that offers high-impact value, knowing that my ability to do so will determine my continued professional viability

Bottom line: perhaps our best approach to being Future Ready is to start actively creating the future we want today.

Kim Dority is the founder of Dority & Associates, Inc., an information consultancy with expertise in research, writing, editing, information process design, and publishing. Ms. Dority is on the advisory board of the University of Denver’s Library and Information Science graduate program, where she also teaches as adjunct faculty. She is the author of numerous articles and several books on information, Rethinking Information Work (Libraries Unlimited, 2006).

by Josh Walters

At the end of 2010 I reviewed and reported on the goals I’d set for my work-year back in January.  These included top level categories like service delivery, business partner engagement, advocacy and outreach, and strategy and communications. Tactics within each of these areas involved extensive use of web communications vehicles and online business networking platforms. Time and time again I was called upon to join teams as a consultant, a critical ear, or to aid in the redirection of a team mired in its own detail.

I should mention that technically, I’m an Access and Interface librarian–that means I do web design, usability, optimization; I “productize” services we’ve traditionally done as manual processes using the web, or translate business partner and end user needs into a service we can “sell” inside the enterprise to other groups.  In many cases, this leads to innovation.  In others, it means greater user-awareness and more work.  In either, it’s exposure, proof, leverage, an elevator speech… that said, considering the words “access” and “interface,” and using a broad interpretation, it may be apt.

We have a leadership attribute inside our company that translates to: Finds a way.  It implies that when the road is ill-defined (or non-existent) one who will succeed is one who taps some inner reservoir and marshals a solution.  During this current economic downturn–as we have fewer resources, people and consequently, time–it is often the punchline to a dire joke.  But it’s serious as a heart attack to librarians under the gun.

Librarians jump into new platforms and mediums as easily as breathing.  New social bookmarking app?  Librarians are in it.  Putting web pieces together using JQuery and AJAX?  Librarians.  Extending the blog as a strategic communications vehicle? Turning a wiki into a publishing platform? Tying together underpowered SharePoint environments for greater collaboration? Teaching groups that there’s more to the library than what they ever thought possible?  Librarians, librarians, librarians… librarians.

In reviewing my goals at the end of 2010 I noted that in more than one of my focus areas ‘come 2011, I’d be putting “Finds a Way” to extensive use.  Being “Future Ready,” none of those subject areas are going away:  Service, engagement, outreach, strategy, communications: open the tool box, find a way.  The fun is just beginning.

Talk to you again soon,
Josh

Josh Walters is a librarian with The Boeing Company. He spends extensive time consulting on projects throughout the enterprise related to optimal use of tools and collaboration environments, supporting the Knowledge Management effort, and talking about effective communications practices using social business platforms.  Though physically located in Durham, North Carolina, and with due respect to the locals, he considers himself an SLA-Southern California Chapter member in diaspora.