Embracing the Brand

I read this post on The Church of the Customer blog a little while ago and was struck by the similarities to our own little library world. Starbucks, it seems, is on the decline — business is down slightly from last year, stock is falling, and the brand is no longer fresh. Why? Church of the Customer thinks it’s because Starbucks abandoned its original schtick — in place of the funky-fresh decor and personal service, it’s gotten so big that those things are no longer cost-effective and have been replaced by cookie-cutter decor, automatic espresso machines, and an assembly-line mentality.

There’s a lesson to be learned here. For so many years, public libraries have tried to be everything to everyone. I recall a discussion I had in library school with the great John Ellison (anyone here know John?!?!) where he tried ever so hard to convince me that libraries trying to be everything to everyone were doomed to be nothing to no one. At the time, I argued that it was possible for a library to be good at many things and I still believe that, but I believe it on a more parochial level.

What does that mean? It means that I think public libraries can be good at a variety of things on a small level, provided they have the right staff. Take Fairport for example — they have kick-ass services and materials for ALL ages, because they have kick-ass staff dedicated to each specific service. They don’t try to make everyone know everything.

I have changed my mind, though, about service on a larger scale. I think we as a system have lost our way in trying to do too much with too little. Do we put money into the collection, or do we buy databases? Do we add staff, or do we re-assign duties? Are we research or recreation? City or county? Young or old? These are some of the questions I think we’ll probably be faced with when we do our brand development workshop in February.

What are some of the big questions you see facing the MCLS?

Patty

My kind of community!

I was looking for a sewing pattern for something, and I fell upon this social networking site: Kaboodle. Here’s a little bit about them:

Kaboodle is a social shopping community where people discover, recommend and share products. Kaboodle’s powerful shopping tools allow people to organize their shopping through lists, discover new things from people with similar style, get discounts on popular products and find best prices. At the heart of Kaboodle is a fun and engaging community of people who love to shop. Community members create and join groups, share advice, feedback and product suggestions and personalize their profiles with polls and other widgets. Kaboodle was launched in 2006 and has 250,000 registered users and over 2 million monthly visitors.

Can’t get enough of the library at work?

How about playing shelving and research games on the Carnegie Mellon University Library website? You know you want to shelf books in LC classification order!

Who Are You?

I’m borrowing this from the ALA TechSource blog…

Which type of user are you? Lately, I’m thinking I fall in the Lackluster Veteran category.

  1. Omnivores (8 percent of the U.S. population):  They enthusiastically use everything related to mobile communications technology.
  2. Connectors (7 percent):  This group, trending toward older females, really uses the communication aspects of these technologies.
  3. Lackluster Veterans (8 percent):  They use the Internet frequently, but are less avid about cell phones.  
  4. Productivity Enhancers (8 percent of population):  They have strongly positive views about how technology helps them increase their productivity at work and at home. 
  5. Mobile Centrics (10 percent of the population):   They fully embrace the functionality of their cell phones, but don’t use the Internet much. 
  6. Connected But Hassled (10 percent):  They find all this connectivity intrusive and information something of a burden.  They often experience information overload. 
  7. Inexperienced Experimenters (8 percent):  These casual users occasionally take advantage of interactivity.
  8. Light But Satisfied (15 percent):  They have some technology, but it does not play a major role in their lives.  They love TV and radio. 
  9. Indifferents (11 percent):  They proudly proclaim that they don’t like this technology, but they begrudgingly use it a little. 
  10. Off the Network (15 percent):  They have neither a cell phone nor an Internet connection.  Older females dominate this group.

Patty

It’s What You Do…

and not what you say that makes all the difference to your customers.

During a recent interview, I was asked to describe good customer service, which I described as being flexible and attuned to the individual person. What I later wished I had remembered to say is my golden rule of customer service — it’s what you do, not what you say that creates a good customer experience.

We’ve all experienced that manager who gives great lip service about the importance of customer experience, then turns around and creates policies and procedures that make it next to impossible for front-line staff to deliver great service. Why is it that so many managers create these obstacles to delivering good service? Have they forgotten what it’s like to look a customer in the eye? Probably.
It’s a hard thing when you’re not facing your users every day, and I strongly believe that is something that should change in our organization. I believe that it is vital for managers to keep in touch. I expect the argument I’d hear if I suggested that would be that there’s no time, and I sympathize with that. But, I think we have to make time. I facilitated my second book discussion on The Maltese Falcon yesterday, and had a wonderful time sharing stories and ideas with the people who attended. It took about an hour and a half out of my day, but let me tell you, it was well worth it.

Now that I’m not interacting with customers every day,  I try to keep a few things in mind when I’m working with other managers to develop policies and procedures.

  • The customer might be right, or they might be wrong. There is no absolute.
  • Staff must be able to explain the policy/procedure without feeling stupid. If *I* would feel stupid explaining it, then so will staff.
  • The library does not belong to me. It belongs to the community. I am only a caretaker.
  • Policies/procedures should not be created in response to a single incident. Nor should they be created for something that *might* happen.

In the end, though, it all comes back to what you do, not to what you say.

Patty

me. speechless. wow.

I just found a couple of things by springboarding off the TTW site – this; and this as well:
And don’t forget: If you don’t have time to read the article, then at the very least you have to watch the video! It’s amazing!

Remapping the Universe

then again, there’s always point 2.2 like on this link
http://www.fastcompany.com/multimedia/video/player.html?bctid=769654555

Larry

The Big Read

So most of you have heard me prattle on about the Big Read grant MCLS was awarded for Fahrenheit 451. Our series of events will begin on Sunday April 13 and go through May 31, 2008.

Yesterday, I held an informational meeting for MCLS staff who were interested in learning more about the project. I provided lots and lots of information, but my *real* purpose in scheduling that meeting went unsatisfied. I was hoping for people who I could railroad into serving on the planning team for the BR. I got one. He’s a good’un, but yet, he’s still only one man.

So, now I need your help. Right now, my planning team consists of me, Bill Pontius from the RPL Friends, and my Communications staff — Kathy Martel, Deb Nevin and Inge Munnings. Can you suggest other folks out there in MCLSland who might be willing to help plan some programs & events?

I won’t lie. It’s going to be a time-sucker. The team is going to start meeting weekly in December, although some of those meetings will be done by IM. Send me your suggestions so I can sart arm-twisting.

 Also, we did a little brainstorming of program ideas yesterday and came up with the ones below. Can you think of any others?

 Patty

a.      Group 1 Ideas

                                                              i.      Internal displays of banned books

                                                             ii.      Hold a mock trial where books are on trial – could be part of a book discussion – suggestion was made to have a person dressed as a fireman standing by a barrel where people toss in a book when they enter the room. The books tossed in are the ones that go on trial.

                                                           iii.      Visits to Sr. Centers, Assisted Living facilities, etc.

                                                          iv.      Use gimmicks and giveaways like atomic fireballs and fireman’s hats.

                                                            v.      Tie in to National Library Week.

                                                          vi.      Storytime themes for younger children could include fire, freedom of opinion, freedom of choice.

                                                         vii.      Target YA book discussion groups.

                                                       viii.      Movie tie-in – “If you like the movie, read the book.”

                                                           ix.      Use police tape and cordon off a section of the stacks and say “What would you do if someone told you that you couldn’t read these books?”

b.      Group 2 Ideas

                                                              i.      Film program – show documentaries about book burning and censorship and how it affects culture.

                                                             ii.      Contest of films made by teens and judged by professionals.

                                                           iii.      Acting out scenes from banned books.

                                                          iv.      Create a blog – librarian blogs like a character in the book about war, censorship, political correctness, etc.

                                                            v.      Tie in with oral history – importance of telling and preserving stories.

                                                          vi.      Books as culture vs. online resources as culture – nature of the book is changing. What if the Internet disappeared? Government vs. grassroots movement.

c.      Group 3 Ideas

                                                              i.      Use storytellers to enhance the importance of preserving and telling stories. See David Anderson or the Genesee Valley Storytellers.

                                                             ii.      Teen Slam

                                                           iii.      Essay contest – What Books Would You Save?”

                                                          iv.      Link Exhibit on banned books or artists, possible display from Long Island Coalition Against Censorship or NY Chapter of Censorship.

                                                            v.      Books-Sandwiched-In type programs.

                                                          vi.      Bring in Mary Soujourner (winner of 1st Sokol Literary Award and an accomplished writer) to speak.

                                                         vii.      Establish some programs with Empire State and MCC.

                                                       viii.      Show movies of books that have been banned.

                                                           ix.      Hold a “Fireman BBQ” – have a fire truck here, simulate a café house.

                                                            x.      Advertise at the Chili Fest in February

d.      Other programming ideas

                                                              i.      Work with local schools on an altered book art show – we provide the used books, art students or artists alter them, then the finished pieces go on display at Central, with some traveling to other MCLS libraries. This could be part of our kick-off event on April 13.

                                                             ii.      Bring in authors who have had their books banned to speak as part of a panel on banned books.

                                                           iii.      Take book discussions out of the library to places like City Hall, coffee shops, prisons, and senior facilities.

                                                          iv.      Bring in speakers who have expertise in the themes of censorship or banned books, government interference in civil right, control of information, etc. NY Council for the Humanities Speakers Bureau would be a good source.

                                                            v.      Have fire fighters in to talk about their experiences, to tell their stories.

                                                          vi.      Find a speaker who has lived in a country where freedom of speech and freedom of thought has been repressed.

                                                         vii.      Hold a “summit” at the Central Library for high school students to discuss the issues of reading and literacy, or to discuss the theme of government sanctioned speech.

                                                       viii.      Invite members of the Mayor’s Literacy Commission to share the work they’ve done in the last 18 months during a program at Central or a Branch.

                                                           ix.      Offer a program on book-making – use Writers and Books or Visual Studies Workshop.

                                                            x.      Offer a program on preserving stories – scrapbooks, journals, diaries, etc.

                                                           xi.      Offer a program on publishing in the digital age. Bring in local authors who publish their own books and have them talk about their experiences.

Marketing & Branding…One More Time

On Monday, I and a couple other people from the MCLS Marketing Team will meet with representatives from the Ad Council of Rochester to discuss steps that will lead to a marketing plan for the system. The team has been meeting since last spring, and frankly, we’ve found ourselves going round and round about what it is that we want to do.

Towards the end of the summer, we realized we needed professional help, so we’ve turned to the Ad Council and the Rochester Regional Library Council to help us on our way.

My question to all of you today is this: How do you think we should we begin to brand and market MCLS? What do you see as the most important features or advantages of the system? We’ve been doing a lot of advertising using the “One County, One Card” theme, which I think is a good one, but what else should we be thinking about?

The system itself has changed dramatically in the last two decades. If we were identifying a “Central Library” by circulation and patron visits, today ours would be Greece. They did more than 79,000 in circulation in September alone! I think that’s pretty freaking amazing. Our member libraries are so diverse that I think it’s going to be really difficult to identify a marketing strategy that is going to benefit everyone.  Or perhaps that becomes our strategy — emphasize the strengths and contributions of every library.

I know many of you have shared your thoughts on this before and I’ll be taking those thoughts with me on Monday. Got anything else to share?

Patty