Internet Librarian 2010

Internet Librarian 2010 | Patricia Martin Keynote | Archive here | I listened to it twice and took notes.  For info overload, follow the tweets: #intlib10

Patricia Martin, Cultural analysist and CEO of a Chicago-based marketing firm.  RenGen: Reneaissance Generation.  Worked with ALA, Microsoft with Gates Foundation and Charlotte Kim Scholar of the Year at Chicago Public Library.

Adding Value to Our Communities

Apple tree analogy – at a hippie bed and breakfast, there was a magic tree on the corner of a garage, under where the bats infesting the garage entered.  Told other hippies about this tree and they said, “Oh my god, you guys have bat shit?” – No idea of the asset they had!

Moral: “Libraries are sitting on hidden assets.”


  • Worked with Al Gore, Bill Gates, etc. [insert mic troubles]
  • What is a Renaissance Generation?
    • Generation is a 30-year swath of individuals living contemporaneously.
    • Rise and Fall of civilizations – Civilizations don’t fall because of over-reaching or misuse of resources, but instead they get to a point where this is so much [progress?] in such a short time, that the institutions that gave life meeting are suddenly deemed less relevant.
    • As they become less relevant, we begin to shed them. Witnessing that now.  How do we make sure our library doesn’t get shed?
    • Indicators of a Renaissance:
      • Death comes first – the crash – to make way for the new
      • Facilitating medium – Roman roads for the Italian Renaissance (travel and share info) – Now – the Internet.
      • Enter an Age of Enlightenment – Internet facilitating that enlightenment
    • Bookends of this Renaissance – Gen Y and Internet Pioneers (Gen X – smaller cohort)
    • Psychographic: sensualists, trust only what they can experience, experience economy, very self expressive and creative, want to live multiple lives (business card: “engineer, attorney and poet”), collaborative workers, and fusionists (remix culture)
    • Ren Gen Imperatives:
      • Belong
      • Create
      • Understand – more sophisticated than wanting to learn or just having knowledge
    • Massive Outpouring of Creativity – more blog content than volumes in L of C, Facebook is a “vast digital empire for self expression”
      • All of this ‘wanting to do it differently’ has had a profound effect of the economy.  Capitalism is based on conformity (assembly line).
    • Steppenwolf Theater – hired Patricia to talk to Brand Managers of global brands with success reaching millennials with social media – Google, Ford and Redbull.
    • Winners could:
      • Move from “Me” to “We” by paying attention to the end user to get a sense of belonging to something
      • Empower people to be creative
      • Manage the human interface – proven trickiest aspect of being a highly wired person – ability to stand back and keep in mind the human interface
    • Sam and Ford Festiva launch example and ‘Copernican moment’ – new universe has the user at the center, not the brand.
    • Means that people will also demand to have a sense of belonging to each other – if you facilitate that, then you become ‘sticky‘ to the brand.  They belong to a tribe.
  • The User is the Center of the Universe.
  • Irene at Google – her job is to innovate around user experience.
    • Created a “super heavy user group
      • helped identify projects
      • act as advisers
      • represented people most committed to the user experience
      • proposed improvements to the Google experience
    • Needed to structure them, so she created a Maslow’s hierarchy – Defined the base-level user experience, then moved up the triangle…people would then learn to propose an idea and identify where it should be on that pyramid.
    • Developers would then “Rapid prototype” the solution on problems selected/user suggestion
  • Jonathan Harris
    • (At 24, spoke at TED, a pre-cog, BFA, MS in Programming and studying with a Shaman)
    • He believes we need to get beyond meaningless tweets and build a world on the Internet that has cultural value and Humane Benefits.
      • User experience as it relates to the Humanity involved.
      • Commissioned by MoMA – analysis of Human Yearning
      • Sweeps through online dating sites – “I want you to want me” – people are yearning for love.
      • Notion of the Human Interface is more and more important
    • Super sensitive algorithms are pushing us towards:
      • 1,200 exabytes of data will be generated this year per IBM, with 80% from social media
      • Average people are generating data – how much? An entire library, not just a volume
      • IBM – business and government want to make sense of this data, so will create these hyper-sensitive algorithms
  • What does this mean to folks where “the book is still the brand“?
    • Peter in Wired, “The problem with our economy is that we don’t have a new story for the future.”  Aerospace to Technology to Telecom to Internet to ??
      • The Internet has started to Mature, but it’s still a 14 year old
    • David Kenny., pres. of a cloud computing company –
      • Screens will be everywhere there is ‘dwell time’
      • How many screens do libraries want? Where?
      • Return on Time is going to replace Return on Investment
      • In a time starved world, 11 seconds is the gold standard worldwide for a transaction
      • Super heavy users should be able to transact at the library in under 11 seconds – no long lines, good human interface, no need for a confessional
      • Need for cloud storage has grown exponentially and we are getting innundated and tech is going to get smarter about reasoning with the data.
      • Value? – The story always rises to the top.
      • The power of story is the Killer App – it’s the ultimate human interface
    • Need a new Story.
      • Following pre-cognition – Tolkein’s Superior Race?  Elves.  Why? They were pre-cogs with the ability to see the future and operate from a 6th sense.
      • Age of Uber-Enlightenment, facilitated by technology
    • Examples gathered from Libraries where User Experiences center around financial literacy
      • Libraries are Hubs of Neutral Information – only credible resource for giving neutral information in the community
      • Stories of libraries putting the user at the center of the universe
      • Play a role in a human interface OUT IN THE COMMUNITY
      • Created value by leaving the institution
      • Example of a Retirement Club for Women – 200 members in the first month, young women, user at the center of the club, managed by users, online and offline lives, and rules collaborative
  • Add Value At the Library:
    • Put the user at the center of the Universe
    • Let users collaborate on the rules
      • User experience – benefits from letting the user share in collaborative planning and rule making.  Examples, notice opt-ins – a ‘ford motor moment’ and put the user in the center
    • Curate the Human Interface
      • what does it feel like to be in this room, walk up to this desk or use these bathrooms?
      • People are leaving their homes for you and for an experience – what is that experience?
  • Patricia as a library connoisseur – Libraries have a big old apple tree growing in their back yard because of the bat shit, we just haven’t packaged it right.
    • Open minds to the idea that you’re bringing back fertilizer for the future.
    • Steppenwolf report will be made available
    • Book available on Kindle and Amazon
    • Email Pat

Additional Notes: thewakilibrarian


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