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Shiny New Things: Beware of Early Adoption When Implementing Technologies at Your Library

August 24th, 2010

This post is from an entry I did a few months back for Attack!, a guerrilla and event marketing services agency I co-founded and where I served as President before co-founding Mosio, but the fundamental ideas are the same: new technologies and gadgets are great for those of us who love the newest shiny things to come out, but implementation and adoption at your organization is tricky at the bleeding edge. At Mosio / Text a Librarian, we see a full spectrum of technology interest/knowledge/experience in libraries, including a lot of librarians who are truly at the bleeding edge of new technologies and social media. I remain on the fence about QR Codes, but I certainly appreciate the enthusiasm. Rather than “Ctrl+F and Replace “Business” with “Library”, the original post is below, unchanged.

Being a marketing and technology fan, I was excited to read Ad Age’s Insights White Paper, Shiny New Things (pdf). Attack! has always been a very technology-friendly company. The mantra for our success is “People, Process and Technology” so I read the white paper on my flight to our LA office, excited to present some ideas I had brewing in my head along with any new nuggets of wisdom I found. In reading about the behavior and general importance of early adopters to brands and marketers, I couldn’t help but think how early adoption, while a passion (and sometimes expensive hobby) for many consumers, is dangerous for businesses. And as David Berkowitz points out, “many agencies will include it [the iPad] in their pitches and plans without thinking whether it’s the best platform for meeting their clients’ objectives.” It’s apparent that the danger of early adoption, for iPads or other shiny objects, can be easily overlooked in the search for innovation. Here’s why:

Shiny new things (SNTs) require employee training.
Regardless of how simple a Shiny New Thing (SNT) is to use, implementing it into your business requires implementation and training with some employees needing morHe than others. Implementing anything new into your business process needs careful thought so the learning curve and mistakes are minimized. Throwing SNTs into the mix increases your chances of confusing and/or frustrating your staff.

The first version is never the best, don’t bet the farm on Beta.
Every early adopter knows that the first version of a new technology is never the best. This means your business is subject to all of the glitches and bugs of the brand new product. It definitely pays to wait it out for the next version if you determine it is something that could prove beneficial to your employees or clients.

Shiny new things can make you lose focus.
I want an iPad. I want one badly. I think they’re a game changer for many industries and as I anticipated their arrival, I started brainstorming all of the possible ways Attack! could use them for our client projects. I’ll admit, I also tried to brainstorm how I could use one at work, ready to enlighten my partners on a revelation in Non Traditional Marketing Agency Management. My “Reasons Partners Should Get iPads” brainstorm notes are below:

There’s nothing wrong with getting an iPad because you want one and we’re headed to the Apple store at lunch to get them, but the mistake in the above thinking that it was rooted in “a solution looking for a problem”: I tried to think of reasons an iPad could be useful rather than thinking of all of the inefficiencies and challenges needing solutions and concluding that the iPad was the perfect tool to solve them. There is great wisdom in knowing the difference.

If you absolutely can’t resist…
There’s nothing wrong with being an early adopter. It’s great (and fun) to be in search of the New New Thing, of new ways of being innovative at your company. Some of the best ideas come out of being open to new technologies and products that can help your business grow. If you can’t resist the temptation to look for new technologies to implement, here are a few things to consider:

Make a list of your challenges and areas of improvement needed at your company.
By defining what it is that you need to improve on, ways your employees can improve process and efficiencies, when SNTs show up, you’ll know instantly where there is a fit. You’ll have a problem looking for a solution. We’ve recently defined several areas in our business where text messaging can improve efficiencies in our Account Management teams and can be sold as add-on services by our Account Executives. The end result will be time saved, archived data in contractor communications and additional revenues to our programs by giving events and street campaigns a longer tail.

Create a new technologies decision phase.
It’s pointless to tell early adopters to wait. Early adopters wait long enough hearing rumors, seeing leaked photos, specs and standing in lines to get their beloved new technologies. Instead, implement an internal timeline and process where you will explore if and how a SNT can help your company. Start with 60 days. Use the time to attend demos, identify pros and cons and ultimately make an informed decision on how you will implement the SNT into your business. You might need more than 60 days, but after the launch of a product, that should be long enough to help you determine if it will be good for business and also to hear about when the next version is coming out. See if you can wait for version 2.0.

Know which employees are technology-friendly and who aren’t.
This will be helpful in the implementation and training phase. Employees who are excited about new technologies can be the ones who help you test them out before you decide they should be implemented and they can help you educate the others who are less comfortable. If over 50% of your employees are not technology-friendly, every new SNT you add will be a struggle, so it’s best to pick your battles. If you have an employee or two helping you test things out in the new technologies decision phase, make sure they understand that you ARE testing out the technology against your needs, not trying to find a place for it to work.

Know when to cut bait.
You should default to “we don’t need this” then see if the solution it creates beats the need to let it go. But, as soon as it becomes apparent (hopefully sooner than later), stop testing the technology and let it go. Your time is valuable, your employees time is valuable, so there’s no point in hanging on to wait and see if something magical will happen.

I’m off to buy my iPad…because they’re awesome and I want one.

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Posted in Business Life, Mobile Industry, Mobile Software as a Service, Mobile Technologies, Mobile Technology and Libraries, Mobile technologies in libraries, SMS Ref, SMS Reference, Text 66746 (MOSIO), mobile libraries, mobile phones

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Patron Relationship Management (PRM) – Mosio’s Future in Libraries

June 16th, 2010

As we gear up for another ALA Annual the company has had some interesting discussions on new announcements and our directions in the world of library software.

A couple of weeks ago I had a great meeting/conversation with one of our partners and the discussion of library customer service came up. At the end of our partner meeting, someone said “we can give patrons access to all of the data in the world, but if we aren’t there for them from a customer service standpoint, it won’t matter.” Very true. Andy Woodworth’s blog post “Why Closing More Public Libraries Might Be the Best Thing (…Right Now)” [link below] came up in an internal company meeting, specifically his two points about customer service and advocacy (from the comments it seems the post got a lot of people talking).

The idea of improved customer service, whether at libraries or businesses in general, will continue to be a significant function of an organization’s success in the information age. Aaron Tay’s recent blog post about regularly scanning Twitter and the web for feedback is great (he gives some tips on how to do so) [link below], obviously taking a page from what many companies are doing as part of their customer service: listening to social media mentions for good and bad comments. Neither are the first to talk about the ongoing need for pro-active/reactive customer service in libraries, but both are current and relevant.

So what does this mean for Mosio and Text a Librarian?

We’re still very new to libraries and we LOVE working with them. Frankly, we’re just getting started. While we have friends who are librarians and have a handful of amazing people advising us, we’re not librarians ourselves, nor have we ever pretended to be. In many ways we see this as a distinct advantage to building our product: we cast aside any preconceived ideas of how things should be done and focus instead on simplicity, usability and feedback from our customers. We also know the inner workings of mobile technologies, enabling us to offer reliable (and certified) mobile services to libraries. We recently made an announcement that Mosio’s Text a Librarian is being used by over 500 academic and public libraries. It’s something we’re very proud to have accomplished in such a short amount of time, but we could not have done it without listening to the people who matter most to our success, the librarians who use our software with the benefit of communicating with more patrons on-the-go. The combination of our expertise and passion about creating an amazing library service will continue to be the keys to our ongoing success.

Text Messaging: It’s Not Just for Reference Anymore

In the same announcement we also mentioned that Mosio is now offering our full list of mobile services to libraries. Text messaging can be used for so many things beyond virtual reference and we’re set up to offer additional services to the benefit of our customers. We’re thrilled to be able to continue working with new and existing customers in offering technology solutions that will help us fulfill our vision for our library software: Patron Relationship Management.

Patron Relationship Management

We truly believe this is going to be one of the key tools libraries will need in the future to maintain great patron relationships and relevance in the community. Two comments we hear often are “I wish we could answer all patron questions this way” and “I wish everything could be in one place.” One of those comments we take as a compliment, the other we are taking seriously as a wish list item. Our goal for Text a Librarian was always to start simply, create web-based software that’s easy to use, reliable and certified by the mobile carriers, then grow additional features, elements and uses to continue giving more patrons access to libraries on their mobile phones. You can expect to see more from us in the mobile technology space, but every new product or service we add will have patron communications and relationship management in mind.

Links

Andy Woodworth: Why Closing More Public Libraries Might Be the Best Thing (…Right Now)
Aaron Tay: Why libraries should proactively scan Twitter & the web for feedback – some examples
LISWire: Mosio’s Text a Librarian in Over 500 Libraries, Announces Add-On Mobile Services

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Posted in Digital Reference, Library Industry, Library Marketing Tools, Mobile Software as a Service, Mobile Technologies, Mobile Technology and Libraries, Reference Tools, SMS Ref, Text 66746 (MOSIO), Text Messaging Reference in Libraries, library tools, mobile crm software, mobile libraries, mobile reference

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Text a Librarian’s Post to Twitter Button and Why It’s Great: User Generated Marketing for Libraries

February 25th, 2010

Post Your Library’s Questions and Answers to Twitter



A “Post to Twitter” button on websites isn’t a new functionality, but after giving it some thought, we decided to add it to Text a Librarian. The reason? It’s User Generated Content that engages patrons and markets your library services.

SEO + Social Marketing + Patron Engagement
People searching online often type out an entire question in the search box, rather than just a few keywords, to see what results come up. Tweets are indexed by search engines like Google, Bing and soon Yahoo and when an individual searches online by typing out a question, your reference Q&A can appear in search results (aka helpful service + free marketing).

Here’s an excellent example of how the New York Public Library’s AskNYPL tweet of the question “What is the wingspan of a swallow?” is now indexed on Google, marketing their reference services.

Tweeting user generated content of funny, interesting and helpful questions and answers also engages Twitter-following patrons (and their followers through re-tweets) and informs them about your library’s reference services. We’ve seen great uses of Twitter by libraries engaging patrons with reference trivia and daily fun facts.

Spreading Love for Your Library
Many libraries are using Text a Librarian beyond questions and answers as a virtual suggestion box and for patron ideas and opinions about library services (questions, comments and feedback). When a patron texts good ideas and positive feedback, you can use the post to Twitter button to spread the love.

How Do I Start Using It? (for existing Text a Librarian customers):
The Post to Twitter button is an optional function of your service, controlled by your library’s Admin. Please visit the New Features section of your Text a Librarian microboard for details on how to turn it on.

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Posted in Collaborative Text Messaging Reference, Library Marketing Tools, Mobile Software as a Service, Mobile Technologies, Reference Tools, SMS Ref, SMS Reference, Text Messaging Reference in Libraries, Virtual Reference, library pr, library tools, mobile libraries, mobile phones, mobile reference

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New! Simple but Effective Feature: Text for Instructions

February 18th, 2010

“Aren’t you oversimplifying this? Yes. That’s the whole point.”

From the Steve Krug’s new book, Rocket Surgery Made Easy

We’ve added a simple, but very effective feature we call “Text for Instructions.”

Simply stated, it means your patrons only have to text your keyword to 66746 for instructions on how to use your service.

What happens next?
1. Your patrons get an auto-responder with instructions on saving your keyword and the number 66746 to their contacts for when they need to ask you a question. The instructions include a link to a mobile web page with detailed instructions in case they need them.

It acts like a registration system that gets them started with your service without having to have a pressing question or message on-the-spot. They save your info in their phones for later when they do.

2. The Mosio system assigns the phone number a PatronID associated with your account, so after that all they need to do is text their question to 66746.

That’s it!

Note: The old way of texting your keyword + their message to 66746 still works, no problem. But this way patrons can see your poster (example below) or promotional materials, text for instructions, then save everything in their contacts when they need it later.

If you’re a Mosio / Text a Librarian customer and want more specific information about it, like how you can customize/edit the instructions, it’s listed in the New Features section inside your account.

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Posted in Mobile Software as a Service, Mobile Technologies, Mobile technologies in libraries, Reference Tools, SMS Ref, SMS Reference, Text Messaging Tips, Uncategorized, Virtual Reference, library tools, mobile libraries, mobile phones, mobile reference

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Library Marketing Tips Using Google Buzz

February 11th, 2010

Use the Buzz to Build One

Google’s new microblogging service, is getting a lot of, well, buzz. “Hello World!” has literally been replaced by “Buzz! Buzz!” by new people trying it out. If you’re not familiar with it, here’s the best way to explain it:

It’s all of the elements that one could think of getting out of Twitter (more than 140 characters, the ability to post videos and photos) packed neatly into your gmail account. While there are still some kinks to work out (you get an email every time someone you’re following posts or comments, which could get really annoying fast), Gmail’s built-in active user base of 176 million users is making it a clear force to be reckoned with.

In comparison, Twitter claims to have 75 million users and about 25% of accounts are reported to be inactive. Foursquare, known by some as “The Twitter of 2010″ is similar in that you “check in” using GPS on your phone and has been building momentum in it’s growth. David Lee King recently had a great post about it called “Foursquare and Libraries – Definitely Something There!” And I would agree, but it seems Buzz might be hot on the trail as it has the same built-in GPS/Geo-Location features and it works directly with Google Maps. Granted, it’s currently missing the fun “Mayor” game element Foursquare has, but this is a numbers game and Google definitely has numbers.

Library Marketing Tips for Using Google Buzz

Get signed up, get started and tell some associates.
Either for yourself or for your library, sign up for a Gmail account (which will give you a Google Buzz account automatically). If you have a Gmail account, but haven’t logged in lately, you’ll be greeted by a note about Google Buzz and can get started right away.


Videos + Photos = Exposure
Let’s be honest, many status updates just really aren’t that interesting unless you know the person doing them. That said, there’s now an opportunity (that shows up in Google results), to put more of the content you’ve created out on the web. Seemingly one of the best things about Buzz right now is your ability to post videos, videos, links and more than 140 characters to promote your library and the services you offer. If you’re already posting to Twitter or Facebook, make sure you add Buzz to your list and some would argue it should go on top with these mult-media adding abilities.


Follow, Follow, Comment
It’s only been around for a few days, but one of the elements that grabbed me quickly was my contacts showing up as people I was following. We use Twitter with some success, but instantly being able to see my friends buzzing around (most who don’t use Twitter regularly), opened up my eyes to the bigger possibilities of Buzz. It can work for you too. It might take a little bit for more people to start posting, but commenting on someone’s buzz gets their attention.


For example, my first buzz was geo-tagged by our office. This guy randomly calls me a nerd, then gives me double points for having a photo of a cat, offers to buy me coffe? A little creepy? Sort of, but also pretty cool. He got my attention and guess what? I checked out his website after he commented.
Google Buzz, a great place for making friends?


Have fun with it!
I’m not going to tell you how to have fun, I just think marketing is a whole lot better when you’re having fun doing it.


Make sure you’re listed on Google Maps
When someone is using the GPS function (currently only available on iPhones and Android), it will choose locations closest to them. If they’re at or near your library (or you are), make sure your library is able to be found. It’s an extra touch point/impression for the library when someone is buzzing either in your building or near it.
The best way to see if you’re on google maps is to search for your library’s name and then the city. If you see it, you’re there. If you don’t, visit http://local.google.com/ and click “Put your business on Google Maps.” You should be there, but make sure anyway.


Read this other blog post
It was literally just IMd to me as I was typing this, it’s great, from Jeremiah Owyang: “Web Strategy Matrix: Google Buzz vs Facebook vs MySpace vs Twitter (Feb 2010)” It breaks down all of the social networks into a matrix giving you various details and thoughts about each.

If you have any other ideas or thoughts, post them in the comments.

Happy Buzzing!

Update: Someone just Buzzed me this great post from AEXT.net entitled 12 Undocumented Tricks for Google Buzz, worth a read.

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Posted in Library Industry, Library Marketing Tools, SMS Reference, Text 66746 (MOSIO), Text Messaging Reference in Libraries, library pr, library tools, mobile libraries, mobile reference, videos in library marketing

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The iPad, Tablets and E-Readers in Libraries: Game Changers or Are They Just Another Mobile Technology?

January 26th, 2010

My wife loves to read magazines and books every night after work. I love to read articles on my iPhone. The problem is that when you’re reading a magazine or a book, it’s obvious what you’re doing. When I’m “reading” my iPhone, in her eyes, I’m working. Yes, some of them are articles, news and blog posts about work, but many other times they are not. I can’t think of too many other reasons currently why I’d like an iPad, which is being announced by Apple tomorrow.

Note: I have $.50 riding on the fact that it’s called an iPad and plan on using my winnings to pay for half of a bus ride on MUNI.

There has been a lot of talk around the office about what this and other e-readers will do for the publishing industry and we’ve signed up to get our Kindle Devloper’s Kit, but based on some of the recent news and talks that happened at ALA Midwinter recently, it got me thinking again about libraries and how e-readers and specifically the iPad will change or not change libraries.

Here’s what I’ve determined: Outside of the discussions going on about mobile technologies in libraries, I don’t think it will change it too much. The iPad will offer some great new graphic interfaces where buttons will be bigger, browsing experiences will be more tactile (as the iPhone and other mobile phones do), but e-readers and libraries becoming more mobile-friendly will play into the fact that an iPad will just be a bigger version of the iPhone. Obviously at this point I haven’t seen one, so I’ll update if I’m wrong, but I can’t help myself in thinking people will be holding up the iPad to their ears as a silly joke, looking like they’re talking on an iPhone.

So we’re back to mobile. Do I think libraries should start spending money and resources to develop iPad Apps? Absolutely not. In fact, we don’t think libraries should spend money and resources on iPhone Apps. If you need some great reasons, Michelle Kraft (AKA the Krafty Librarian) just wrote a great piece called “Stop the App Madness” and Jason Griffey’s proclamation of 2010 being the Death of the App is actually something we’ve talked about a lot over here. And while it’s great to see these things talked about in the library community, we’ve noticed that Google is betting on the mobile web, plus some research stating that the cloud will replace mobile apps (and their stores) in the next five years.

All of this said, I’m looking forward to seeing how the iPad and e-readers “change” libraries, but only time will tell. In the meantime, I’m really looking forward to seeing what it looks like and ultimately what it does, other than to let my wife know I’m reading and not answering work emails.

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Posted in Mobile Industry, Mobile Software as a Service, Mobile Technologies, Mobile Web Agency, Mobile technologies in libraries, Software, Text Messaging Questions and Answers, Virtual Reference, mobile libraries, mobile phones, mobile reference, social networks, software as a service

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News: Mosio Announces Show360 Mobile for Complete Conference and Trade Show Information Experiences

December 14th, 2009

Web-Based Software and Managed Interactive Mobile Solutions for Event Management, Organizers and Exhibitors

San Francisco, CA December 14, 2009 — Mosio, an award winning mobile technologies company providing messaging and mobile web solutions for businesses and organizations, today announced the launch of Show360 Mobile, a suite of interactive mobile solutions for the conference and event industries.

Show360 combines hosted, on-demand mobile messaging software and managed services, enabling show organizers and exhibitors to maximize the interactive mobile experiences for attendees while they are on-the-go, regardless of phone type.

Conference attendance is down considerably in 2009. Corporate travel restrictions are forcing attendees and exhibitors to look for cost-effective, manageable ways to get the most out of their show budgets and informational experiences. Mobile technologies provide a proven method of increasing attendee engagement and satisfaction, as well as decreasing expenses for exhibitors and event producers.

“Building on over 3 decades of events experience, the Mosio team set out to create Show360 with two goals: Offer cost-effective mobile technologies that are easy for businesses and organizations to implement; and make mobile services available to as many attendees as possible,” says Noel Chandler, Co-Founder and CEO of Mosio.

“Most of the current mobile information services operate on rented hardware or require attendees to download an application to a smart phone. This alienates a massive amount of event-goers eager to access mobile information. Show360 utilizes text messaging and the mobile web to reach more attendees and exhibitors no matter where they are,” adds Chandler.

Show360 Mobile enables show management and organizers to:

  • Interact live with exhibitors and attendees via mobile text messaging. Mosio’s web-based technology can be used as a simple way for attendees to get general event information or for Q&A at breakout sessions and speaker panels.
  • Collect real-time feedback and comments from exhibitors and attendees.
  • Offer quick conference and event information, accessible to on-the-go attendees without mobile application development costs.
  • Take part in the social media conversation and trending by efficiently posting attendee comments and feedback to Twitter and Facebook during and after the event.

Mosio’s Show360 enables exhibitors to:

  • Generate sales leads and send marketing materials in real-time through Mocards™, Mosio’s mobile alternative to printed documents, presentations and collateral.
  • Create mobile marketing and text messaging programs to drive customer interaction on their mobile devices during and after the conference.
  • Reduce expenses via a direct response technology on devices attendees always have with them: mobile phones.

More Show360 advantages:

  • Dynamic mobile marketing opportunities for sponsors provide an additional source of revenue and put brands, products and services in the pockets and purses of all attendees.
  • The technologies provide a green alternative for printed materials and reduce post-event waste caused by outdated marketing collateral

Mosio provides clients with a single technology vendor to manage all mobile event solutions. The on-demand mobile messaging platform is available via monthly subscription with a limited 14-day trial account. Managed services are built on Mosio’s web-based platform, tailored to meet specific client needs and goals.

For information about Show360’s mobile solutions for events and conferences, visit:
http://www.mosio.com/biz/show360

About Mosio
Mosio is a mobile software and solutions company providing messaging and mobile web solutions for businesses and organizations. Mosio helps clients connect with customers on-the-go, using their mobile presence as a competitive advantage to increase sales and brand loyalty, both on and offline.

More than 250 organizations have implemented Mosio’s mobile technologies, including event-specific solutions for: Novian Health, Information Today, American Library Association, Performance Pricing, Entertainment Technology Center, Movember Foundation, GoldMail.

Info: http://www.mosio.com

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Posted in Mobile Messaging Tradeshow Booth, Mobile Software as a Service, Mobile Solutions for Conferences, Mobile Trade Show Solutions, Text 66746 (MOSIO), Text Message Marketing Trade Show, Text Messaging Questions and Answers, mobile libraries

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Text a Librarian Video – Text Messaging Reference Software for Libraries

September 16th, 2009

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Posted in Collaborative Text Messaging Reference, Digital Reference, Library Marketing Tools, Mobile Technologies, SMS Ref, Text Messaging Reference in Libraries, mobile libraries, software as a service

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Beyond 160 Characters in the Library – Text Messaging Reference Doesn't Need to Be Limiting

July 20th, 2009

Many, many, many...

There seem to be varying stories about the history of SMS (Text Messaging) and why Friedhelm Hillebrand, the creator of SMS, decided on 160 as THE number. Some say it’s the amount of characters on a typical postcard, many other stories not that he just determined it while sitting at his type-writer in Germany, noting that most sentences do not require more than 160 letters. In many blog posts and mentions about using text messaging reference in the library, we see it noted that phones are limited to 160 characters. While this statement is mostly true, some phones and carriers let users extend their messages, this limitation only hinders your ability to respond to patron questions based on what method you are using to respond to them.

Without getting into the various ways you can respond to a patron inquiry to extend your response beyond 160 characters, suffice it to say each system has its own unique solution, most requiring more manual work on your part. Instead, let me explain how Text a Librarian solves that problem and makes it significantly easier for librarians: character counters and multi-message splitting.

Mosio's Text a Librarian enables you to send text message responses beyond 160 characters.

Mosio's Text a Librarian enables you to send text message responses beyond 160 characters.

Character Counts and Multi-Message Splitting
Text a Librarian has a real-time character counter and message view so you can see exactly what the patron’s text message is going to look like as you type it out in the answer box. If you type beyond 160 characters, the system shows you what the second message will look like and will send it as such, extending the space you have to send a thoughtful and well-formed response. It seems relatively simple and it was built to be that way, but it is a necessary functionality to make it easier for librarians to respond while offering patrons the most helpful and content-rich answer they can get on their mobile device.

Which is More Important: The Patron Experience or Librarian Experience?
Our answer? Both. In speaking with anyone on the Mosio team, you’ll often hear the phrase “patron experience” or “librarian experience” when it comes to our system and interaction design. Simply stated, we don’t see a reason to offer a reference service if it’s going to be difficult for patrons or librarians to use, no one is going to get excited about it. In fact, a handful of people ask “why don’t you have the page auto-refresh when a new question comes in?” It’s a valid question and we initially integrated it. Then we tried answering a question when another question came in. The page becomes a moving target and the assumed convenience of having a new question magically appear on the page becomes frustration at the inability to answer the question you’re working on.

The product team is working on a few additional features that will take mobile reference even further, providing a richer experience to both patrons and librarians, enabling both to get excited about its simplicity and ease of use. For the time being, this functionality is being well received by our libraries using the system, expanding the character limitations within the core technology.


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Posted in Digital Reference, Mobile Industry, SMS Ref, Text Messaging Reference in Libraries, library tools, mobile libraries, mobile phones, mobile reference

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