Seite International Development in the Production of Digital Services by Public Libraries Andreas Mittrowann Future Oriented Internet Based Library Services Andreas Mittrowann

Seite Vision Public libraries are presenting themselves as competent mediators of electronic media. Through new, intelligent and citizen-oriented services they win and hold new customers. A future-oriented concept builds the foundation of all activities and offers, which focus on the customer and his needs. Constant change is welcomed as the core element of all tasks.

Seite The shift of paradigms in public libraries Mission from preservers of the collective memory to user-oriented distribution of information Role from planning and managing physical collections to sifting, evaluating and navigating knowledge Competencies from unspecific competencies („everything for everybody“) to management of information Services from physical media to a combination of physical and virtual knowledge, complemented by licenses and access authorizations

Seite Five trends we need to know Globalization things happen quickly and at the same time around the globe - from local to global competitor Knowledge economy from specialized company to merged services Convergence the library in a box Individualization the smallest unit is the customer Customer first people get used to customer-oriented, friendly and pro-active services

Seite Marketing the public library Market research Product policy Distribution policy Communications policy

Seite Market research for digital products Silicon Valley Library System Reading Public Library St. Joseph County Public Library General questionnaire

Seite Distribution directions Pull services everything that makes the customer move towards the offer a supermarket the library a homepage Push services everything that brings the service or information about the service to the customer the pizza service direct mailings book delivery services for special target groups

Seite Distribution channels One to all mass distribution the user as a recipient passive knowledge One to many target group distribution selection of user groups active knowledge One to one individual communication intelligent knowledge

Seite A structure for distribution services one to all one to many one to one pullpush public library student travel agency investment consulting delivery service customer magazine personalized alert service

Seite Distribution of electronic products Pull one to all: i.e. homepage one to many: i.e. electronic newsletters one to one: i.e. „MyLibrary.org“ Push one to all: i.e. direct mailings of electronic newsletters one to many: i.e. target group mailings one to one: i.e. individualized s or SMS

Seite Pull: one to all Home page Virtual tour by map Virtual tour by images Fiction: Readers advisory Electronic texts (public) Electronic texts (licensed) Virtual gallery reference Talk to a librarian Frequently asked questions Purchase request Online tutorials

Seite Pull: one to many Homepage E-journals for special target groups Children‘s Center reference for children Newsletter for kids Senior center Employment opportunities Career bookmarks Business Center

Seite Pull: one to one My Library: personalized service PLCMC Virginia Commonwealth University

Seite Push One to all Electronic document delivery Cologne library newsletter One to many Notification via One to one

Seite One-to-one distribution: a guideline Identify customers, individually and addressably Differentiate them, by value and needs Interact with them more cost-efficiently and effectively Customize some aspect of the enterprise’s behavior Source: Don Peppers, One-to-one marketing

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Seite The end Thank you for you attention!