The Indispensable Librarian
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Transcript of The Indispensable Librarian
Mary Ellen BatesBatesInfo.com
10 Sept 2014
The Indispensable Librarian
QUICK POLL
How much value does the libraryadd for your organisation?• Not much value• Some value• A lot of value• I don’t know
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ARE we adding value?
Do info pros add“a lot of value”?
Info pros:55% say yes
Execs:34% say yes
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0%10%20%30%40%50%60%
Info pros Execs
ft.com/sla
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Execs’ top 5 info pain points
Info overloadFiltering through retrieved infoRelevancy of infoUp-to-date infoTimeliness of info
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We need insight, not just data
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ARE we adding value?
Biggest disconnects:Decision-ready informationRelationship mindsetCommunication of valueProactively ID info needs
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Seeing ourselves asindispensable
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Can you answer these???
• What are your clients’ biggest painpoints?
• How do your clients describe yourlibrary’s services?
• What do you do that changessomeone’s outcome?
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Indispensable info pros
What are you to the bottom line?Overhead to be controlled ORInvolved in accomplishing strategic goals
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Indispensable info pros
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Do you track examples of your impact?
What changed as a result of yourwork?
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Indispensable info pros
Do you know your organisation'sstrategic goals for 2014?
Are you visibly contributing to thosegoals?
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To reach and improve the lives ofeveryone living with cancer and toinspire millions of others to do thesame.
Macmillan Cancer SupportKate Arnold
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We provide practical legal advice, alongwith exceptional client service, and weare renowned in Australia for our down-to-earth and friendly culture.
Lander & RogersAlice Anderson
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[P]roviding effective and timely legalresults, performing as an integratedteam and drawing on proven expertise tobest fulfil our clients' needs.
Piper AldermanLynne Barrington
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Talking about value
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What’s the value of priceless?
Special libraries return$5.43 for every $1 invested
Where is YOUR compelling valuestatement?
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alia.org.au/roispecials
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“So, what do you do?"
I'm a librarianI help people find informationI provide high-end information servicesI enable the discovery of insight
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Boring messages
We save you time/money...to do what???
We have authoritative sourcesbut we already expect that
We provide information researchblah, blah, blah
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Promote, don't defend!
“The web doesn’t have everything”“The web isn't reliable”
“We give you insight, not just a searchresult.”
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When you describe yourself...
Is it a WHAT or HOW?or is it a WHY?
"We search premium databases" or"We provide insights from the outside"
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HOW or WHY?
"We provide research services" or"We help staff make better decisions"
"We are experts in finding andorganising information" or"We make critical research findable"
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Emulate the pros
See how info companies describetheir value... their WHY
Benefit from their investment!
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Dialog helps organisations across theglobe seek competitive advantage.
LexisNexis enables you to attractmore, higher quality clients.
Elsevier helps customers advancescience and health by providingworld-class information.
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Finding theWow!“What are your biggest challengesright now?”“What’s keeping you from your biggestgoals?”“What would you change in how youmake decisions / do your work?”“What keeps you awake at night?”
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Clients only ask you
to do what
they think you can do.
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5 ways to invent information
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BYOD: BUILD Your Own Data
Search set countsCount mentions of topic over time{topic} AND 2014{topic} AND 2013{topic} AND 2012
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BYOD: BUILD Your Own Data
Search set countsCount mentions of topic over time{topic} AND 2014{topic} AND 2013{topic} AND 2012
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BYOD: BUILD Your Own Data
Google Auto-CompleteWhat are lots of people thinking?Monitor your org’s reputationHow can you respond?
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Google Trends
Frequency of search queries over timeNarrow by country or local areaAlso news reference points
google.com/trends
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How would you answer this?
Show me how people’s use of theword energy changes over time
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“energy” searches 2014
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“energy” searches 2007
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2014 2007
duke energy energy drink
kinetic energy solar energy
xcel energy progress energy
solar energy energy star
energy drink wind energy
potential energy duke energy
renewable energy
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Pull out what's noteworthy
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Create a time line
The history of turducken
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“But they don’t listen!”
Trouble-shooting guide:
• Audience—WHO you are talking to
• Message—WHAT you say
• Method—HOW & WHERE you say it
• Timing—WHEN & HOW OFTENyou talk with your market
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Telling your story
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Telling your story
It's not all about you
Benefits, not features
Results, not activity
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Telling your story
It's your job to sell, not their job tobuy
If they don't get it, try otherapproaches
Can your brother / neighbor / spousetell your story?
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Elevator speeches
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Die, elevator speeches, die!
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Once upon atime...
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Elevator ping-pong
A 3-second hookAED (defib) salesperson: "I sell humanjumper cables"MEB: "My business is to create my bestcompetition"MEB: "I help my clients look brilliant"
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Elevator ping-pong
A 3-second hookInfo pro: "I'm the one who squeezes thelibrary into your smartphone"
Info pro: "I find what Google can't find"
Info pro: "I make Google smarter"
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Fill in the Q&A blanks...
You know how {describe pain point, inone breath}?
Well, I {describe what your clients get,in one breath}
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Q&A example
You know what it's like to walk into akey donor's office and get blindsided?
Well, I can brief you the morning ofthe appointment with the latest onyour donor.
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Q&A example
Do you wonder whether you aremissing key research?
Well, we have ________________
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Tell a 3-sentence story
The situation
What your client got
What happened for your client
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Tell a 3-sentence story
1. Describe your client's situation
My client was reviewing jurors for atrial.
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Tell a 3-sentence story
2. What does your client get from you?
I monitored the jurors’ social mediaprofiles and found a juror discussingthe case.
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Tell a 3-sentence story
3. What does your client do as aresult?
As a result of my work, we were ableto remove a juror opposed to ourclient.
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Our message:
Librarians have strategic info resources
Librarians are strategic info experts
Librarians are strategic assets
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and remember...
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Reluctant-entrepreneur.com
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