Vancouver metricsabramspeech
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The presentation by Stephen Abram highlights the vital role of public libraries in Ontario, emphasizing their contributions to social, educational, and economic success. It discusses strategies developed by the Federation of Ontario Public Libraries (FOPL) over two years to enhance influence and measure impact, including advocacy webinars and community engagement surveys. The presentation also notes the evolution of library usage and identifies trends in public perception regarding the value of libraries.
![Market Probe 12
FOPL Stat Report Outline
• Ontario Public Library Operating Data 2001-2013: Overview, Primer on
Library Statistics and Collected Tables (81 page PDF)
– Introduction by Stephen Abram, MLS, Executive Director
– A Primer on Library Data by Robert Molyneux, PhD
– Key Ratios for Ontario Public Libraries, 2013
– Population and Circulation at Ontario Public Libraries, 2001-2013, All Reporting Each
Year
– Programs Held and Program Attendance Ontario Public Libraries, 2001-2013, All
Reporting Each Year
– Selected Expenditures at Ontario Public Libraries, 2001-2013, All Reporting Each Year
– Selected Digital Materials, Held by Ontario Public Libraries, 2001-2013, All Reporting
EACH Year
– Circulations per capita and per active cardholder,2013, Ranked by Bands
– Expenditures per capita and per active cardholder, 2013, Ranked by Bands
– Total Operating Expenditures and Materials Expenditures, 2001-2013, [summary and
by bands]
– Active Cardholders as a Percentage of Population (Resident) at Ontario’s Public
Libraries, 2001-2013
– Circulation per capita and per active cardholders, Ontario Public Libraries, 2001-2013
– Sources of data used in these reports
• http://fopl.ca/news/fopl-member-benefit-performance-measures-for-ontario-
public-libraries/
• Each chapter has a separate blog posting as well for June 30-Sept 8.](https://image.slidesharecdn.com/vancouvermetricsabramspeech-150928163606-lva1-app6892/85/Vancouver-metricsabramspeech-12-320.jpg)
Vancouver metricsabramspeech
- 1. Today’s Presentation Overview of FOPL's Statistics Strategies for Influence and Power Outcomes, Value & Impact: Metrics for Library Success Vancouver Sept. 29, 2015 Speaker: Stephen Abram, MLS Executive Director, FOPL CEO, Lighthouse Consulting Inc.
- 2. Market Probe 2 What is FOPL: Mission • Collaborative body offering one loud voice for all Ontario Public Libraries based on agreed cooperative strategies, and priorities and research. 2
- 3. Market Probe 3 FOPL Positioning • Simply put: Now more than ever before, Ontario’s Public Libraries play a critical role in the social, educational, cultural and economic success of the communities in our province. • Public Libraries are an essential investment in the future of our communities and are essential drivers of success in school preparedness, reading readiness, economic and employment success, and social equity. • As the development of the knowledge economy progresses, public libraries are a vital link for every resident and every community to ensure success of all Ontarians, regardless of location or background. 3
- 4. Market Probe 4 FOPL VIP Talking Points The Public Library value proposition is strong and includes (but isn’t limited to): – Excellent Return on Investment – Strong Economic Development – Great Employment Support – Welcoming New Canadians – Provable Early Literacy Development – Ongoing Support for Formal Education and Homework Help – Serve the whole community equitably – Affordable access to community resources – Access to Government Services and e-government – Questions Deserve Quality Answers – Support Cultural Vitality – Recognized and Valued Leisure Activities for majority of Ontarians 4
- 5. Exercise: What Don’t We Know? June 2013 Just so you know I am going to fly though some slides just to make a point and then provide you with copies of the slides for you to investigate later on.
- 6. Market Probe 6 FOPL embarked on a course to answer the following • Does our sector know enough about influence? • What are the components of our ‘brand’? • What do civil servants, community leaders, & politicians think they know about public libraries? • Does our sector know what the general public thinks about public libraries? • What do we do? What are our statistics and how have they changed over time? • Who are our best partners and who do we want to have a relationship with?
- 7. Market Probe 7 FOPL set a strategy and did this in 24 months • Does our sector know enough about influence? – Built and recorded a 10 part webinar series on advocacy and influence. – Participated in one of the most successful MOOCs on advocacy in partnership with the iSchool at Toronto. – Planned and hosted 2 symposia on new metrics for libraries in partnership with the iSchool at Toronto. – Delivered 3 recorded webinars so far on Ontario public library polling and statistical data • What are the components of our ‘brand’? – Did a survey of every public library website in the province as well as collecting every social media account. • What do civil servants, community leaders, & politicians think they know about public libraries? – Did a selective telephone survey of Ontario municipal leaders and CAO’s about their perceptions of public library value and impact. • Does our sector know what the general public thinks about public libraries? – Did a full computer-assisted telephone poll guided by the ‘right’ demographics supplemented by a web poll using a web panel. • What do we do? What are our statistics and how have they changed over time? – Successfully lobbied the provincial government to release the Ontario public library statistics as open data for 1997-2013. – Hired the top library statistician to aggregate the open data and build measurements after community consultation.
- 8. Market Probe 8 So what do we have now that we didn’t have 2 years ago? • Statistics, Measurements and Professional Development Strategies – Published analysis of Ministry data collection for 2001-2013. – Publish Market Probe opinion polls for 2015 (building on 2001, 2006, 2010 polls) – Hosted and recorded 20 webinars on influence, statistics, strategy, legal issues, etc. – Published the Ontario library branding research – (So far) Successfully batting 1000 on applying for grants – Libraries 2025 Summit of all Ontario public library systems. • Thank you to the Ministry of Tourism, Culture and Sport for some support.
- 9. Market Probe 9 Selected Webinars in this series • August 14th, 2015 Overview of FOPL's Ontario Public Library Statistics and Measurements Report Speaker: Dr. Robert Molyneux, MLIS, PhD • August 17, 2015 Overview of FOPL's Market Probe Canada Public Opinion Poll of Ontarians and Public Libraries Speaker: Carol French, EVP, Market Probe Canada • August 28th, 2015 Strategic Use and Insights from FOPL's Ontario Public Library Statistics, Polls, and Measurements Speaker: Stephen Abram, MLS, executive director FOPL 9
- 10. Market Probe 10 Webinars on Influence • Factors influencing funding decisions by elected politicians at the state/provincial level: a case study of public libraries in Canada: Part 1 & 2 Instructor: Cheryl Stenström, PhD • Real Life: Advocacy Practitioners Sharing Session 1: Advocacy in Town and County libraries Speaker: Sam Coghlan (Retired, Stratford Public Library) • Real Life: Advocacy Practitioners Sharing Session 2: Advocacy in Urban libraries Speaker: Ken Roberts (Retired, Hamilton Public Library) • The Top 6 Best Practices for Advocates in Any Setting Instructor: Professor Wendy Newman, MLS, University of Toronto iSchool • Community communication strategy at the Burlington Public Library Panel: Stephen Abram, host, Kerry Langford, Burlington Public Library Trustee; Maureen Barry, CEO, Burlington Public Library • Positive networking techniques and theories Instructor: Ken Haycock, MLS, MBA, PhD, University of Southern California • Real Life: Advocacy Practitioners Sharing Session 3: Small, Rural and Mid-Sized Libraries Panel: Mary Baxter, Georgina Libraries; Claire Dionne, Russell Public Library; Susan Downs, Innisfil Public Library; Rona O'Banion, King Township Public Library; Cindy Weir, Owen Sound Public Library • MOOC: Libraries Unshushed (Wendy Newman, iSchool at Toronto)
- 11. • Advocacy and Influence • Research with Power • Marketing Our Brand • FOCUS: VIP – Value, Impact and Positioning So, how does FOPL accomplish our community’s goals? 11
- 12. Market Probe 12 FOPL Stat Report Outline • Ontario Public Library Operating Data 2001-2013: Overview, Primer on Library Statistics and Collected Tables (81 page PDF) – Introduction by Stephen Abram, MLS, Executive Director – A Primer on Library Data by Robert Molyneux, PhD – Key Ratios for Ontario Public Libraries, 2013 – Population and Circulation at Ontario Public Libraries, 2001-2013, All Reporting Each Year – Programs Held and Program Attendance Ontario Public Libraries, 2001-2013, All Reporting Each Year – Selected Expenditures at Ontario Public Libraries, 2001-2013, All Reporting Each Year – Selected Digital Materials, Held by Ontario Public Libraries, 2001-2013, All Reporting EACH Year – Circulations per capita and per active cardholder,2013, Ranked by Bands – Expenditures per capita and per active cardholder, 2013, Ranked by Bands – Total Operating Expenditures and Materials Expenditures, 2001-2013, [summary and by bands] – Active Cardholders as a Percentage of Population (Resident) at Ontario’s Public Libraries, 2001-2013 – Circulation per capita and per active cardholders, Ontario Public Libraries, 2001-2013 – Sources of data used in these reports • http://fopl.ca/news/fopl-member-benefit-performance-measures-for-ontario- public-libraries/ • Each chapter has a separate blog posting as well for June 30-Sept 8.
- 13. Market Probe 13 Looking into the Future • Coming Soon – Next Steps to Making it Happen: – FOPL Index of Community Engagement discussion paper – Province-wide Marketing campaign focused on the public library’s impact and value to communities – Participate in eBook Pricing Fairness Campaign – Invited participant in Ontario’s First Culture Strategy development – Invited participant in Ontario’s First Community Hubs Strategy development – Lobbying ‘our’ ministries for e-resources funding, shared services development, overall funding opportunities, Municipal Act issues, etc. – Library Day at Queen’s Park (Nov. 25th, 2015) – Continuing to coordinate, communicate, and cooperate with provincial agencies and associations for joint success.
- 14. Market Probe 14 Social Media and Ontario Public Libraries • Public Library Website Presence (n=304) • 29 (i.e. 9%) did NOT have a website; • 2/3 (i.e. 19) of those libraries without a website were identified as First Nation libraries; • 3 of the 29 without websites were FOPL members. • Facebook: 144 libraries have a clear Facebook presence(45%): Large urban (including TPL) have adopted at 100%; Small medium = 85% (55). Of the non- FOPL libraries, only 24% (29) used FB. • Twitter: 106 libraries have a clear Twitter presence (33%): 1 FN; 1 Franco; all the Large Urban; 10 North; 6 Rural; 43 Small-Med. • 48 libraries have blogs (15%) • Uptake of media sharing tools was not as robust as the social networking tools. Too few were using YouTube, Flickr, Pinterest, Instagram, Tumblr, Goodreads, Vine, Periscope, etc.
- 15. Market Probe 15 Census of Ontario Public Library Websites
- 16. Market Probe 16 Webinars in this series • August 14, 2015: Overview of FOPL's Ontario Public Library Statistics and Measurements Report Speakers: Dr. Robert Molyneux, MLIS, PhD & Stephen Abram http://fopl.ca/news/fopl-statistics-webinar-slides-from-august-14-2015/ • August 17, 2015: Overview of FOPL's Market Probe Canada Public Opinion Poll of Ontarians and Public Libraries Speaker: Carol French, Senior Vice President, Research & Client Services Market Probe Canada http://fopl.ca/news/todays-webinar-on-the-market-probe-public-opinion- poll/ • August 28, 2015: Strategic Use and Insights from FOPL's Ontario Public Library Statistics, Polls, and Measurements Speakers: Stephen Abram, MLS, executive director FOPL & Dr. Robert Molyneux, MLIS, PhD 16
- 17. Today I am going to focus on the strategies we see in our data, polls, and measurements . . . These slides will be up on Slideshare and Stephens Lighthouse. Star = highlights
- 18. Market Probe 18 Connecting to the past: the public library continues to deliver value as patrons’ usage patterns evolve • Overall opinions and value perceptions of the library remain very strong. – Its position in people’s minds relative to other tax-supported services is consistent with previous studies, and reactions to earlier positioning statements have improved slightly. – The public acknowledges the library’s role in advancing literacy, equal opportunity, and quality of life in Ontario communities. – The value of certain services (e.g., for young children, new Canadians, and the unemployed) has increased over the past five years. – A majority of residents feel if their local library were to close, it would have a major impact on the community (but not necessarily on them personally). • Potential Strategies – Each of these is a strong and believable positioning for your library to take. – FOPL will be issuing press releases to the Ontario media in the autumn. You are encouraged to re-issue or adapt these for your local media.
- 19. Market Probe 19 56% 54% 50% 46% 34% 32% 31% 30% 29% 28% 26% 26% 25% 19% Most Ontarians acknowledge the public library’s role in advancing literacy, equal opportunity, and quality of life in their communities Public libraries are important because they promote literacy and a love of reading By providing free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed Having a public library improves the quality of life in a community Public libraries are welcoming, friendly places The public library is the only affordable place where the average Ontarian can go for information Public libraries provide many services people would have a hard time finding elsewhere The public library provides valuable resources to increase health literacy within the communities it serves The public library is the best place for people of all ages to go to pursue lifelong learning Public libraries have done a good job of keeping up with new technologies The public library serves as an important meeting place and focal point within the community The public library is continually expanding the services it offers It is very easy to find whatever you are looking for at the public library Now that information is available from so many different sources, people need public libraries more than ever By providing access to information from a wide variety of sources, public libraries promote an understanding of political issues % Strongly Agree Believability of Positioning Statements 42% 65% 47% 59% 39% 60% 35% 52% 25% 35% 24% 37% 24% 31% 25% 30% 22% 36% 22% 28% 23% 28% 18% 30% 20% 25% 17% 17% By Age 18-34 55+ Change
- 20. Market Probe 20 47 39 42 36 25 24 28 33 The public library is the only affordable place where the average Ontarian can go for information The public library is the best place for people of all ages to go to pursue lifelong learning Bottom 6 Ratings (1-6 on a 10-pt. scale) Top 2 Ratings (9-10 on a 10-pt. scale) 36% 50% 11% 3% 37% 49% 11% 3% 25% 56% 16% 4% 22% 55% 20% 3% Top of list Middle of list Bottom of list Don't know 2015 2010 2005 2000 Ontarians’ overall opinions about the public library have held steady, and perhaps even improved slightly, since 2010 68% 32% 65% 35% 65% 35% 0% 20% 40% 60% 80% 100% Yes No 2015 2010 2005 2000 Benefit of Public Libraries Relative to Other Municipal Tax-Supported Services Believability of Positioning Statements Bottom 6 Ratings (1-6 on a 10-pt. scale) Top 2 Ratings (9-10 on a 10-pt. scale) Age 18-34: 29% Age 55+: 40%
- 21. Market Probe 21 Connecting to the past: the public library continues to deliver value as patrons’ usage patterns evolve • Numbers of library users have remained consistent, but usage patterns have changed. – The number of library non-users has been extremely steady over the last 15 years. – Library card ownership has increased; still, household usage levels may be softening slightly. – Reported in-person library visit frequency has remained the same over the years, but in 2015, the number of people using the library both online and in-person has surpassed the number of in-person-only visitors. – Usage of many services is lower than reported previously, indicating that library users may be becoming more selective in choosing which services to use. • Potential Strategies – Decide if you invest in traditional service marketing if you really can increase satisfaction or growth. – Non-users seem to be a clear core group but the majority has used their public library in the past. – A focus on cardholder growth, value and usage is indicated.
- 22. Market Probe 22 The Traditional Library Service Proposition has Plateaued • Traditional services have plateaued at best and some have declined. • Reasons include: – Google anything – eBooks and licensing issues – Decline of the CD-ROM and DVD and adoption of streaming media – Personal Pocket & Tablet devices with data plans – Reduced leisure time, lower fertility, increased option for time spent (time not money is one big limiter of use) – Inadequate marketing and promotion – The audience is fractured in the digital realm. – Ubiquitous WiFi – Etc.
- 23. Market Probe 23 64% 45% 36% 26% 26% 25% 19% 13% 12% 9% 7% 6% 4% 72% 55% 49% 25% 35% 28% 15% 13% 14% 12% 10% 8% 2015 2010 Similarly, at the total respondent level, household usage of nearly all library services has declined since 2010 Lender of materials Assistance in finding information Reference centre Focal point or meeting place Place to study Help with school projects or homework Local history collections Training in how to access information online* Early literacy programs Government services through library-based kiosks Information for the unemployed Resources for small business and entrepreneurs Services to new Canadians Web panelists reported lower household usage of almost all services shown, especially obtaining assistance in finding information Past Year Usage of Library Services by Someone in Household * Wording changed in 2015.
- 24. Market Probe 24 In-person library visitors are engaging in fewer activities, with use of the library’s wireless network being the only one to register increased usage Reasons for Personally Using the Public Library 84% 56% 34% 28% 26% 25% 23% 23% 16% 14% 10% 90% 70% 41% 33% 26% 17% 33% 23% 13% 21% 16% 88% 73% 38% 31% 32% 18% 9% 21% 16% 88% 77% 47% 19% 32% 17% 9% 24% 18% Borrow books, CDs, DVDs or other materials Get information on a topic of personal interest Read or study Access the Internet using library computers Relax or socialize Use the library's wireless network Access databases / other electronically stored info* Take a child to a program or activity Attend a lecture, program, meeting or training session Work assignment or keep up-to-date at work School or class assignment 86% 59% 44% 35% 31% 31% 27% 25% 18% 21% 27% Total Household Usage (2015) 68% 32% 65% 35% 65% 35% 0% 20% 40% 60% 80% 100% Yes No 2015 2010 2005 2000 Web panelists indicated fewer reasons in total and, in particular, were much less likely to mention borrowing materials and getting information on a topic of interest * Wording changed in 2015.
- 25. Market Probe 25 Raw Circulation for Communication 25 We’re growing!
- 26. Market Probe 26 The Management Number for Attention 26 Inside the tent: We have an issue! Cardholder growth lags population growth
- 27. Market Probe 27 Cardholder growth strategies • At the FOPL collaboration level: – Invest in a marketing campaign about the role, value and impact of public libraries – Review our branding and marketing position – Call to action: Get, use and value your library card membership • At your system level: – Cardholders are valued community members – Focus on certain niches » New Canadians » Moms and kids » High School (School starts next week – call the principal and have a card sign up day at the local school(s) in the cafeteria, library, lobby, auditorium…) » 18-40 year olds » Men » Seniors » Digital citizens » your community target – Invest in apps and portable cardholder sign up devices – Review barriers in your policies – consider saying ‘yes’
- 28. Market Probe 28 View to the future: the library needs to determine which investments to make (and which to skip) in the face of technological and social change • Regular review of strategies and tactics becomes even more important as technology, channel, and media preferences change. – Electronic access is complementing, not replacing, in-person usage; therefore, duplication of hard copy and electronic materials, plus increased channel costs, will be the norm for the foreseeable future. – Ensuring compatibility with an ever expanding array of electronic devices will continue to pose challenges. • Potential Strategies – Get better at presenting your digital resources – Digital goes well beyond text content now – Focus on: » Images » online learning (e.g. Lynda.com, MOOCs, etc.) » Programs » Podcasts and online story time » Video marketing » streaming music and TV/movies » etc. – Build attention for new services that are in their early adopter phase but work on awareness and benefits (not just logos and jargon) – Focus on the ‘right fit’ target and don’t over communicate (i.e. 140 characters with link!)
- 29. Market Probe 29 Use of the Internet to access the public library is complementing, not replacing, in-person visits 2010 37% 1% 1% 13% 12% In-Person Internet Phone 33% 2% 2015 27% 1% 1% 20% 11% In-Person Internet Phone 36% 3% Ways Users Access the Public Library Significant differences among web panelists (2015): In-person only 19% In-person / Internet 49% In-person / phone 3% Hybrid Users
- 30. Market Probe 30 The Adoption Cycle Exercise: Where is your community with e-books, databases, Hoopla, Zinio, Freegal, IndieFlix, Netflix, etc.?
- 31. Market Probe 31 Relatively few of those who access the library’s electronic materials were familiar with the new electronic channels or services some libraries offer 27% 22% 15% 13% 13% Zinio Hoopla AskON Indieflix Freegal Familiar with Channel Accessed via Library Account Accessed Elsewhere Familiarity and Use of New Electronic Channels 7% 9% 9% 2% 3% 3% 1% 2% 4% 2% Early Adopters
- 32. Market Probe 32 E-books, fiction and non-fiction, are clearly the most widely used electronic resources obtained from the library 41%59% Yes (%) No (%) 39% 28% 15% 14% 14% 9% 8% 6% E-books fiction E-books non-fiction Digital movies E-newspapers or journal articles E-magazines E-audiobooks Digital music E-local history or genealogy information Checked the Library’s Online Catalogue, Downloaded an Item, or Accessed Other Materials via the Library’s Website Telephone respondents indicated a significant increase in their use of fiction e-books over the past five years, and a directional increase in non-fiction as well E-books fiction E-books non-fiction Digital movies E-newspapers or journal articles E-magazines E-audiobooks Digital music E-local history or genealogy information Specific Types of Electronic Resources Used on Library’s Website
- 33. Market Probe 33 View to the future: the library needs to determine which investments to make (and which to skip) in the face of technological and social change • Communicating about new service offerings will be as important as providing them. – Traditional library services are not increasing in usage or perceived value. – Interest in new services is fragmented, meaning trade-offs will need to made. – Communications about new services will have to be geared to the proper segments to create sufficient awareness, interest, and take-up. – People’s preference for email suggests that creation of contact lists, user groups and advisory panels may be required in order to maintain a dialogue with library users. • Potential Strategies – Upgrade and update your member registries. – Work towards being CASL compliant in 12 months (You’ve got about 18) – Fine tune your strategies to your local conditions – i.e. does your summer population have different expectation to your winter residents?
- 34. Market Probe 34 66% 51% 45% 35% 34% 30% 26% 19% 8% Communication preferences also differ by age, but email does rank highest among all groups Email Articles in the local paper Information on the library's website Social media Notices at the library Notices in community centres or other public places Inserts with your tax bill or other local government mailings Notices in schools Talks / presentations to community groups Best Way to Inform about What’s Going On at the Library 59% 73% 40% 63% 36% 48% 46% 22% 31% 34% 28% 32% 20% 32% 21% 12% 6% 12% By Age 18-34 55+
- 35. Market Probe 35 View to the future: the library needs to determine which investments to make (and which to skip) in the face of technological and social change • How the library can best serve a future generation of users remains uncertain. – Older people’s respect for the heritage and social contribution of the public library system will not necessarily be passed down to a younger generation. – Not every library can afford to be all things to all people; there may be an increasing need to develop centrally and deliver locally. – Younger populations are ready and eager for ‘more’ • Potential Strategies – Work on scalable strategies and programming – Collaborate with other libraries in your region to develop and deliver key programs – Hand-knitting each and every program isn’t optimal – Record and rebroadcast and promote your key programs – podcasts, streaming media, video… – Partner with like-minded organizations
- 36. Market Probe 36 Other Strategy Considerations • Clearly understand the differences between your digital and in-person user/member – It appears that for most libraries digital touch-points exceed in-person touch-points – Primarily digital users have different demographics and different digital literacies. – Your in-person user is more likely to be older, female, less digital, etc. • Potential Strategies – Focus your digital marketing on the nature of the digital user. – They use a different mix of devices. – Review your digital presence and evaluate how responsive the design is to current needs for multiple devices – Dig into your Google Analytics and see what you learn.
- 37. Market Probe 37 88% 35% 22% 11% 4% A desktop or laptop computer A tablet A smartphone An e-reader An iPod or MP3 player E-readers are less popular than other devices for accessing library materials 33%67% Yes (%) No (%) Devices Used to Access Resources from the Library E-reader ownership (among those who have not used an e-reader to access library resources) 30% 70% Yes (%) No (%) Ever tried to download public library e-books using an e-reader A desktop or laptop computer A tablet A smartphone An e-reader An iPod or MP3 player
- 38. Market Probe 38 87% 83% 44% 42% 41% 23% 17% 88% 83% 50% 23% 26% 21% 2015 2010 While Internet penetration has not changed in the last five years, the ways in which people access the Internet have shifted Higher among web panelists 99% 86% 84% 73% 56% 33% 24% 23% 6% Any Internet Access At home At work At other places in the community using a smartphone At other places in the community using wireless access At your public library At school Regular Use of Internet Search for specific information of interest Use e-mail, a chat room or IM Access the news Access social networking sites Stream movies, music or other types of entertainment Download movies, music or other types of entertainment Download books or magazines Create content Ways Internet Was Accessed in the Past Year Uses of Internet
- 39. Market Probe 39 Other Strategy Considerations • Think long and hard about target audiences – It is important to recognize that the softening in our value proposition in kids, teens, and 18-34 year olds is major. – We cannot rest on the love of 50+ cohort. • Potential Strategies – We’re good with the positioning with the 50+ cohort. Invest in the rest! – Review what you’ve done in the last 6 months. – Is it generic or targeted? – Is it clear who its for? – Does it go beyond books and suggest learning, community, individual support?
- 40. Market Probe 40 Other Strategy Considerations • New library services offer significant opportunities to re-engage with 18-34 year olds and males. – Business, Dads and Kids, Maker, digital creation, - some even for the 55+ cohort. • Potential Strategies There is significant interest in these services among young adults and web based users: – A program that allows people to try out the newest tech devices or applications, such as 3D printers or laser cutters – Library kiosks located throughout the community where people can check out books, movies or music without having to go to the library itself – A personalized online account that gives you recommendations based on your past library activity – A cell phone app that allows you to access library services from your mobile phone – An online research service where you could pose questions and get responses from librarians – A cell phone app that helps you locate material easily in the library using GPS – E-book readers already loaded with the book you want to read – Instruction on how to use handheld reading devices and tablets – Classes on how to download library e-books to handheld devices – A digital media lab where you could create and upload new digital content like your own movies or e-books
- 41. Market Probe 41 19% 15% 15% 16% 10% 12% 12% 9% 9% 7% 36% 35% 35% 29% 33% 27% 26% 26% 24% 24% 55% 50% 49% 44% 44% 39% 38% 35% 33% 31% Very Likely Somewhat Likely Total Interest in new library service concepts varies, in most cases based on age A program that allows people to try out the newest tech devices or applications, such as 3D printers or laser cutters Library kiosks located throughout the community where people can check out books, movies or music without having to go to the library itself A personalized online account that gives you recommendations based on your past library activity A cell phone app that allows you to access library services from your mobile phone An online research service where you could pose questions and get responses from librarians A cell phone app that helps you locate material easily in the library using GPS E-book readers already loaded with the book you want to read Instruction on how to use handheld reading devices and tablets Classes on how to download library e-books to handheld devices A digital media lab where you could create and upload new digital content like your own movies or e-books Likelihood of Using Different Library Services 64% 46% 57% 39% 61% 39% 62% 24% 43% 37% 54% 19% 45% 34% 31% 40% 30% 38% 42% 21% By Age 18-34 55+ Early Adopters
- 42. Market Probe 42 Other Strategy Considerations • Social media is an opportunity to connect with different communities but e-mail rules. – Urgent: Update your ILS registry files • Potential Strategies – Develop a 90 day campaign at check-out! Ensure your core regular users have their own cards and don’t share. – Know their gender and birth year (birthday if possible). – Ensure that you have voluntary access and permission for e-mail, mobile, text, etc. – Get your social media act in order and build; – Use Hootsuite Pro – Ensure you have and build community engagement with: – Facebook (for all) and specific groups (e.g. Moms, genealogists, teens, etc.) – Twitter (for all) – Pinterest – primarily for women – Instagram and Tumblr for primarily teens – Reddit for males, youth and digerati – LinkedIn for business and government users as well as job seekers (and other librarians).
- 43. Market Probe 43 Other Strategy Considerations • How far is your library and branches from your users – Use your ILS registry files • Potential Strategies – Do a Google map of your use around each branch using the postal codes of your users borrowing transactions – What do you see? I made this for free in less than 30 minutes using http://batchgeo.com/
- 44. Market Probe 44 Other Strategy Considerations • There are a number of cautions in these data – Softening of value proposition Young Adults, homework folks and 18-34 year olds – Differences between online and telephone cohort. – The gap is widening between individual and household attachment to PL’s • Potential Strategies – Household mailers (your tax base is often mostly householder based) – Sharpen up your targeted communications to key groups (18-34) – Sharpen up communications to digital users – Balance the marketing between program and book promotion with value and impact positioning and PR.
- 45. Market Probe 45 Respondent Only 27% With Others in Household 42% Other Household Member(s) Only 7% No One 24% Respondent Only 28% With Others in Household 41% Other Household Member(s) Only 10% No One 21% 73% 68% 65% 65% Yes 2015 2010 2005 2000 Household use of the public library may be slipping slightly, despite a reported increase in library card ownership Total Household Usage of the Public Library 2015 2010 49% 26% 22% 8% 50% 31% 23% 8% 47% 27% 19% 7% 51% 24% 17% 9% Children Spouse/partner Others 2015 2010 2005 2000 In Household Used by Others (net) 19% among web panelists 27% among web panelistsTotal Users 70% Total Users 69% Past Year Use of Public Library by Other Household Members 68% among web panelists 3% among web panelists Have a Library Card
- 46. Market Probe 46 Traditional library measures are steady • OTOH: New things are growing 46
- 53. Some samples follow that might be useful in strategic planning … How might you analyze the data?
- 54. Market Probe 54 Sample Regional Cohort Analysis
- 55. Market Probe 55 Sample Selected Peer Cohort Analysis
- 56. Market Probe 56 Sector Analysis i.e. First Nations Libraries
- 57. Market Probe 57 Onward! 2013 Key Ratios! • FOPL has the master spreadsheet as well as a spreadsheet that summarizes the major measurements. – Thirteen ratios, all libraries – The ratios are largely those we focus on in the rest of the report. – As the Primer showed, per capitas allow apples to apples comparisons of libraries of vastly different sizes »You may be small, but you may be doing a better job with what you have than bigger libraries. You can compare your operational data to others as well as your population bands. You can compare your funding per capita and per population. You can set benchmarks to track the progress of your strategic goals. FOPL looks forward to acquiring the 2014 data being collected and input now. 57
- 58. Questions? Stephen Abram, Executive Director B: 416-395-0746 C: 416-669-4855 [email protected] www.fopl.ca StephensLighthouse.com