The purpose of this section is to analyze how Sno-Isle Libraries use communication technologies to address problems and opportunities within the libraries and archives industry. The analysis will include a review of: a recap of the problems and opportunities in the libraries and archives industry, communication technologies typically used in the industry, communication technologies that Sno-Isle Libraries use, a comparison of the Sno-Isle’s technology usage to peer organizations, a conclusion of the section and a preview for the final portion of the case study.
Problems and Opportunities in the Libraries and Archives Industry
To briefly summarize the last section, some of the most significant problems that the libraries and archives industry faces is influenced from financial stability. Libraries depend on a majority of their funding from the local, state and federal government; although the recession was the initial catalyst for why the libraries received limited funding from the government (and customers), the general public’s mixed opinions on the benefits of libraries seem to be the preeminent problem that the industry is currently facing.
The mixed opinions of the general public were directly seen in the most recent levy measure proposed in April of 2018. On Sno-Isle’s website, the library shares important information with its customers regarding how they are funded and upcoming events that can help with funding. The most recent levy measure proposed a nine-cent increase to the library levy rate in 2019. The levy was passed, and funding for Sno-Isle was solidified. However, the final vote was close, and the results directly represented the mixed opinions of the general public. Overall, the levy passed with 50.46 percent in favor of the levy, and 49.54 percent opposed to it. The results of the levy were a reminder to the library system that customers need to be reminded of the value they receive from their tax dollars.
Many articles on Sno-Isle’s website, as well as discussions from staff, tell of the general reasons why customers may be doubtful of libraries. The digital prioritization of online content and data in today’s market exists as both a problem and opportunity in the industry, and the convenience of research and data mining through search engines serve to be the most prominent replacements for library services. Although libraries are, in fact, keeping up with the digital age through technology, customers are still swayed towards independent research through online resources. According to staff from Sno-Isle, libraries are becoming more stigmatized as being outdated due to their traditional roots of print media and the stereotype of being behind the times (this will be further discussed later).
Despite these problems, libraries are maintaining their position in the industry through consolidated opportunities through the times. According to O’Hollaren (2017, Juned), the industry is at its mature stage in its life cycle. Meaning, the growth has been steady and long-time demands add value to library services, despite such mixed opinions from the public. These opportunities are often segregated by customer demographic and behavior, which include the financial and educational status. Although the industry is at its maturity peak, there is still room to grow due to the digital prioritization of online content. The technology reviewed in this section will determine how Sno-Isle Libraries and other organizations are dealing with this digital prioritization, as well as other problems and opportunities in the industry.
Communication Technologies in the Libraries and Archives Industry
The digital prioritization of content and data is a trend that is heavily influential on what technologies libraries are using today. The most notable impact of this trend is the popularity of eBooks. Although the creation of ‘eBooks’ date back to before the twenty first century, the creation of the Amazon Kindle in 2007 influenced demand on eBooks that exists today. The popularity behind eBooks is arguably due to the accessibility, convenience and digital adaptation of the platform. Today, 39.1% of libraries offer eBooks for customers to check out (O’Hollaren, 2017, Junef). With the industry recovering from the times of the recession and adapting to today’s market, that percentage will only continue to increase.
Entirely new integrated library systems, or ILS, have also been designed specifically for eBooks, as well. As a result, database systems have been updated to supported eBooks and virtual, public access (O’Hollaren, 2017, Junef). ILS are the database systems that customers utilize to search for books. If employees in the industry serve as information consultants and guides for customers, then the databases serve as their tools to cultivate information. Along with databases, workstations and other physical resources exists as ‘technologies’ for customers to utilize as well.
As mentioned, customer interactions are just as important as finance stability. Libraries nowadays are utilizing social media as vehicles to maintain relevance, as social media platforms are other ways of providing information to customers. The prevalence of maintaining a social media presence to sustain customer interaction and relevance has been an industry standard (O’Hollaren, 2017, Junef). Within social media, visual content is on the rise for domination of attention; videos and other forms of visual content have been primarily sought after by marketing specialists in any industry. At the 2018 Seattle Interactive Conference (a conference focused on the technology and marketing industry), Amy Balliet, CEO of Killer Infographics, emphasized on the relevance of visual content. 90% of information that people retain is visual in nature, and that visual content gets to the brain 60,000 times faster than any other form of communication (Balliet, personal communication, 2018, October 18).
Additionally, video content is another driving factor of the digital prioritization of online content. The medium of video has become a go-to strategy for libraries to utilize when trying to engage with their audiences, as customers already have a steady intake of media consumption that includes video (Lee King, 2018, November 1). Furthermore, that consumption is projected to increase as society continues to advance. IP (internet protocol) video traffic will make up 82 percent of all consumer Internet traffic in 2021, which is almost a ten percent jump from the 73 percent in 2016 (Cisco, 2017, September 15). The increased engagement in visual content will likely become a driving factor for libraries to prioritize visual media in the future.
With the trend of digital prioritization seemingly controlling the playing field for the libraries and archives industry, organizations have been doing their best and maintaining relevance in this digital era.
Communication Technologies that Sno-Isle Libraries Use
The communications department of Sno-Isle Libraries is directed by Ken Harvey, who is a longtime veteran in the libraries and archives industries (as well as other industries with communication-based roots). Harvey explains how Sno-Isle Libraries is currently using a “multichannel approach” to maintain relevance in their respective market, as well as promote their services to increase customer interactions (Harvey, personal communication, 2018, October 12). Their multichannel approach includes: targeted emails, newsletters, blogs, social media, videos and, most recently, podcasts.
The targeted email system that Sno-Isle uses is based on a hyperlocal marketing foundation. Emails are sent based on several factors, such customer locations, demographics and clusters. Customer clusters are identifying segmentation tactics that generally define customers based on their interactions with the library. For example, “digitarians” is the term for customers who use the libraries for eBooks only, while “page-turners” are customers who strictly check out print material. The targeted email system sends out different emails with specific information to these clusters.
The program used for targeted emails is called Savannah, which is a targeted emailing program from Orange Boy, as organization that helps organizations with marketing and customer insights. According to Sno-Isle’s communications specialist, Debie Murchie, the program suited their needs the best, as Savannah was recommended by neighboring library systems in the region (Murchie, personal communication, 2018, October 12).
Murchie is working with the research analyst, Jenny Piper, to implement an “onboarding system” where an email message is sent out every week to new customers who received a library card within a seven-day timeline. The onboarding emails will allow the customers to choose the types of emails they’d like to have sent to them, utilizing a soon-to-be-implemented subscription service to the targeted email system (Piper, personal communication, 2018, October 12). Sno-Isle also utilizes newsletters to engage customers with monthly topics and events; newsletters exist on both the external (customer) and internal (employee) level.
Sno-Isle has a few blog sites incorporated within their main website that contains creative content with which customers may engage. Within their main blog site, their new podcast series, “Check It Out!,” which is named after the blog, is an audio series focused on highlighting services the libraries offer through guests and topics of current events. The podcast aims to create a digital bridge between libraries, staff and customers. Other blog sites produce book and media reviews, primarily written by staff (although some content is generated and sourced by customers). The blog sites are direct methods to reach customers and create value and appeal in the libraries’ services through customer engagement.
In addition to this, Sno-Isle also produces video content to maintain relevance in the industry. Both platforms are produced by the marketing specialist, Deborah Tahara. Along with the podcast and videos, Sno-Isle also utilizes multi-camera set-ups and Facebook to live stream certain events. During these live streams, staff can interact with digital viewers to create a “live” feeling for live stream audiences to interact (Tahara, personal communication, 2018, October 12). The cameras are set up across the event venue, and they record the event in its entirety. While a single camera feeds into the live stream, Tahara uses the footage of the other cameras to edit video that utilizes all angles of the event. As mentioned, Facebook is the primary social media platform used, as well as YouTube, Twitter and Instagram.
While not mentioned in their multichannel approach, Sno-Isle’s most regularly used communication technologies are the catalog systems and web domain. Zachary Lewis, an information architect with Sno-Isle, is one of the leaders in overseeing these technologies. To summarize, Sno-Isle uses Bibliocommons for their catalog, which is a common system for libraries systems in the area. Along these lines, Overdrive is the product that the eBooks catalog is based on. Overdrive is the leading product in eBooks catalogs, as it is also an app that people can use. Sno-Isle also uses a search engine within their website; although they originally used a (discontinued) Google product, Lewis made the switch to Swiftype by Elastic, a search engine that better met Sno-Isle’s needs. Sno-Isle is in the process of redoing much of their catalog systems, as it has become outdated to the contextual needs of digital interfacing and interactions (Lewis, personal communication, 2018, October 12).
Peer Organizations of Sno-Isle Libraries
Although Sno-Isle maintains locations in Snohomish and Island County, they have a few neighboring library systems that could be considered competitors. Everett Public Library (EPL), located in Everett, Washington, and in Snohomish County, has two libraries they manage. Seattle Public Library (SPL) is also another competitor that has a bigger customer base, being in Seattle, Washington. Both of these libraries have websites that utilize similar technologies and services that Sno-Isle does. For example, both have blogs that produce posts about books and media reviews.
The libraries also have media content that they produce specifically on events that the libraries have hosted. Videos are posted on their respective YouTube channels; however, just like Sno-Isle, the channels are seldom managed and used on a regular basis. Many of the videos seem outdated. EPL and SPL also produces their own podcasts, which have been integrated into streaming platforms such as the iTunes store.
According to staff, EPL is expected to close down in January of 2019 for a 9-month renovation process to expand one of their buildings. This renovation shows the preparation for the levy passing earlier this year. SPL, on the other hand, already maintains an industrial building in Seattle.
Conclusion and Preview
As Sno-Isle Libraries is adapting to the digital emphasis on content and data in the industry, competitors are still high ahead in the race due to their natural affinity in the digital market and retail industry. Despite this, Sno-Isle Libraries is an active player in the libraries and archives industry due to their utilization of technology. The next section will conclude the case study and provide recommendations for how Sno-Isle can better utilize its technologies to address problems and opportunities in the industry.
Image credit:
National Art Library VA 2011, by Andreas Praefcke, marked as public domain
An Analysis of the Sno-Isle Libraries' Use of Communication Technologies 