Docstoc

Bottom line

Document Sample
Bottom line Powered By Docstoc
					                 Special Libraries Association
                    Connecting People and Information




 SLA Alignment Study
          &
Name Change Proposal

Southern California Chapter
         Webinar
   11-4-09 and 11-5-09
                        Richard P. Hulser
                   Alignment Ambassador
                  rphulser@sbcglobal.net
                                          Special Libraries Association
Alignment Research                           Connecting People and Information


• Began with existing information on value of profession
• Leadership roundtable discussions & focus groups held
• Using this data, constructed global survey on value of
  information professional
• Surveyed executives across academia, business,
  government, health care, consumer services and more
   – Included key audiences of information professionals, IT, HR,
     marketing and strategic planning
• Discovered words and concepts that work or don’t work
  across the board
• Then retested strongest concepts through a
  sophisticated dial testing process
                                 Special Libraries Association
Key Finding 1                       Connecting People and Information




 “Knowledge” is the bridge between
    information and action
   –   Knowledge implies a deep understanding of
       information. You provide context and analysis
       that turns information into knowledge and results.
                                 Special Libraries Association
Key Finding 2                       Connecting People and Information




 Corporate executives acknowledge the
    value and importance of good
    information
   –   To resonate with this audience, link your product
       with their strategic goals. Help them see how
       information will create competitive advantage
       and benefit the bottom line.
                                  Special Libraries Association
Key Finding 3                        Connecting People and Information




 Information professionals should promote
     rather than defend value-driven benefits
   –   Emphasize what you can deliver rather than
       pointing to the shortcomings of do-it-yourself
       research.
                                Special Libraries Association
Key Finding 4                      Connecting People and Information




 The word “librarian” sends a mixed message
   –   “Librarian” has positive connotations but is not
       associated with positive attributes employers
       value. People like librarians—but they used words
       such as “dusty” and “antiquated” to describe them.
                                 Special Libraries Association
Key Finding 5                       Connecting People and Information




 Information professionals must focus on - and
     value - results, accountability, leadership
     and service
   –   You save your organization time and money. You
       provide value-added intelligence that is accurate,
       reliable and relevant. That gives your organization
       a competitive advantage.
                                     Special Libraries Association
Name Change Proposal                    Connecting People and Information

Findings of Alignment Research prompted the SLA Board to
   consider changing the organization’s name to one that better
   expresses the value of information professionals in the
   workplace.
                                Special Libraries Association
Criteria for Name: Process         Connecting People and Information




• Establish critical concepts
• List possible names
• Narrow to 3 names
• Monitor member input
• Thoroughly research 3 names that emerge
                                          Special Libraries Association
Critical Concepts                            Connecting People and Information


 Knowledge Leadership
 Professionals at the forefront of using knowledge and information in
    active and forward-thinking ways

 Insight through Information
 Professionals who provide more than just information; they provide
    the insights that facilitate good decision-making and create
    competitive advantage

 Knowledge Sharing through Global Networking
 A global organization through which professionals exchange
    information, innovative ideas, insights and trends
                                   Special Libraries Association
Possible Names                        Connecting People and Information

       •   The Knowledge Society
       •   Information Innovators International or I3
       •   Strategic Knowledge Society
       •   International Knowledge Network
       •   Knowledge Link
       •   Knowledge and Information Leadership International
       •   Knowledge Leaders International
       •   Information Society
       •   International Information Society
       •   The KnowlEDGE Society
       •   Society for Knowledge Leadership
       •   Society for Strategic Intelligence
       •   Association for Strategic Knowledge (ASK)
       •   The Knowledge Exchange
       •   Knowledge Exchange Network
       •   Strategic Knowledge Network
                                  Special Libraries Association
Narrowing the List                   Connecting People and Information




  • Eliminated names used by/too close to other
    organizations
  • Eliminated unpopular/confusing terms
  • Asked attorneys to do “due diligence”
  • Monitored direct member input and post-conference
    discussions
  • Favored short names/names with strong acronyms
                             Special Libraries Association
3 Possible Names                Connecting People and Information




• Association for Strategic Knowledge Professionals
  (ASKPro)
• The Knowledge Society
• Knowledge & Information International Association
                                             Special Libraries Association
   Methodology                                   Connecting People and Information

The survey was fielded among 226 respondents [U.S. (n=126), U.K. (n=100)]

Information users and information providers were surveyed among 5 key
functional roles:
                  •Information Technology
                  •Human Resources
                  •Marketing
                  •Strategy Planning
                  •Information Professionals

Roles/titles were surveyed across all 4 market sectors:

                 •Corporate
                 •Academia
                 •Healthcare
                 •Government
                                    Special Libraries Association
 Research Objectives                   Connecting People and Information




•Explore 3 potential names for SLA based on alignment
research findings

•Understand the attributes associated with each alternative

•Determine which name is most preferred across all audience
segments
                                          Special Libraries Association
 Methodology                                  Connecting People and Information

After answering a series of screening questions, respondents were
exposed to a statement describing ‘an organization for information
professionals.’
Respondents were then asked to rate the 3 potential names on the
following key metrics:
                     •Overall Preference
                     •Liking
                     •Relevance
                     •Attention Grabbing
                     •Credibility
                     •Goodness of Fit
                     •Likelihood to Join
                     •Association Attributes

The survey concluded with a thank you message to respondents for their
participation.
                                          Special Libraries Association
Name Ranking and Measures                    Connecting People and Information


Q23. Please rank the following names in order of preference by dragging
the words First Choice, Second Choice and Third Choice onto each name.

                                                          Total
                                                         N=226
                                    Special Libraries Association
Likeability and Relevance              Connecting People and Information



                                            Total
         Like Somewhat/ Extremely Well      N=226
             Association for Strategic
             Knowledge Professionals         77%
                            (ASKPro)
               The Knowledge Society         54%
             Knowledge & Information
                                             59%
             International Association
         Somewhat / Very Relevant
             Association for Strategic
             Knowledge Professionals         81%
                            (ASKPro)
               The Knowledge Society         56%
             Knowledge & Information
                                             77%
             International Association
                                                                                               Special Libraries Association
Likeability-Verbatim Responses                                                                        Connecting People and Information

Association for Strategic
Knowledge Professionals                                The Knowledge Society                                Knowledge & Information
       (ASKPro)                                                                                             International Association

Likes                                                  Likes                                                Likes
•I like the word "Strategic". I like the acronym a     •Sounds like a professional association for          •Rich in content, can be a good reflection of the
lot. It is more descriptive of what the organization   leaders in their field. (U.S.)                       characteristics of organizations. (U.S.)
is than the others. They are too general and
                                                       •It is succinct and is easy to say, not a tongue     •It is simple and catching. (U.S.)
generic (especially the Knowledge Society.)
                                                       twister. (U.S.)
(U.S.)                                                                                                      •Sounds professional, but not verbose. (U.K.)
                                                       •It sounds credible and professional. (U.K.)
•Just sounds more professional. (U.K.)                                                                      •It sounds quite professional. (U.K.)
                                                       •It states what it is simply and clearly. (U.K.)
•I find this name easy to remember and the
acronym is easy to remember and pronounce
too. (U.K.)


Dislikes                                               Dislikes                                             Dislikes
•Sounds like it might be only for Knowledge            •It's not specific. (U.S.)                           •Too long a name. (U.S.)
Professional rather than for business use to
                                                       •Maybe not specific enough. (U.K.)                   •It doesn't say what type of knowledge and
obtain the knowledge and facts. (U.S.)
                                                                                                            information. Needs to be more specific. (U.S.)
                                                       •Sounds a bit pretentious. (U.K.)
•The words when said in their entirety do not
                                                                                                            •It's very vague. (U.K.)
flow easily. (U.S.)
                                                                                                            •It is rather clumsy to say and use. (U.K.)
•Sounds a bit vague. (U.K.)
•The long version is a bit of a mouthful. (U.K.)




                                                                                                                                                            19
                     Special Libraries Association
Attention Grabbing      Connecting People and Information




                                                            20
                                  Special Libraries Association
Credibility and Fit                     Connecting People and Information


                                            Total
         Top 2 Box - Credible               N=226
            Association for Strategic
            Knowledge Professionals          76%
                           (ASKPro)
              The Knowledge Society          47%
            Knowledge & Information
                                             63%
            International Association
         Somewhat Fits / Fits
         Extremely Well
            Association for Strategic
            Knowledge Professionals          80%
                           (ASKPro)
              The Knowledge Society          55%
            Knowledge & Information
                                             72%
            International Association
                                                                            21
                                    Special Libraries Association
Likelihood to Join                     Connecting People and Information




        Somewhat / Very Likely to        Total
        Join                             N=226

           Association for Strategic
           Knowledge Professionals         73%
                          (ASKPro)
             The Knowledge Society         48%

           Knowledge & Information         58%
           International Association




                                                                           22
                                                      Special Libraries Association
Association Attributes                                    Connecting People and Information

Q32. Listed below are phrases that could be used to describe this association for
information professionals. For each phrase, please select the one name that you feel best
represents that phrase. Please select one response for each phrase.
                                                                               Total
                                                                              N=226




                                                                                              23
                                                     Special Libraries Association
Association Attributes                                   Connecting People and Information

Q32. Listed below are phrases that could be used to describe this association for
information professionals. For each phrase, please select the one name that you feel best
represents that phrase. Please select one response for each phrase.
                                                                             Total
                                                                            N=226




                                                                                             24
                                                    Special Libraries Association
Association Attributes                                  Connecting People and Information


Q32. Listed below are phrases that could be used to describe this association for
information professionals. For each phrase, please select the one name that you feel
best represents that phrase. Please select one response for each phrase.
                                                                             Total
                                                                            N=226




                                                                                            25
                                            Special Libraries Association
Summary of Key Findings                        Connecting People and Information



 • Overall, Association for Strategic Knowledge Professionals is the most
   popular of the 3 potential names

 • Association for Strategic Knowledge Professionals receives the largest
   proportion of respondents who rank it 1st as well as having the highest
   rankings on each of the key measures

 • Association for Strategic Knowledge Professionals also dominates in
   the attributes category with the exception of ‘Serves an international
   community of information professionals’ where Knowledge &
   Information International Association has a higher score
                                 Special Libraries Association
Name determined:                    Connecting People and Information


      Association for Strategic Knowledge
                 Professionals

Strategic: “highly important to or an integral part of
  a strategy or plan of action”

Knowledge: "The sum or range of what has been
  perceived, discovered, or learned”

Professional: "A skilled practitioner; an expert."
                            Special Libraries Association
                               Connecting People and Information


    Association for Strategic Knowledge
               Professionals
• Acronym Discomfort
• Vote will be on full name
• Voting will take place Nov 16-Dec 9
• Results Announced Dec 10
• There will not be another name presented for
  a vote.
• We will continue with alignment work under
  the name of SLA
                                  Special Libraries Association
    Concerns                         Connecting People and Information


    Didn’t we already vote on a name change before??

•   2003 Annual Conference in NYC
•   Only those present could vote
•   Multi-step voting process
•   Vote to change name of SLA passed
•   Vote to amend bylaws required 2/3 majority did not
    pass
                                      Special Libraries Association
  Concerns                               Connecting People and Information

      “We didn’t get to provide any input!
 This name is being shoved down our throats!”
• Presentations given to leadership and membership at:
   –   Leadership Summit in Louisville, January 2008
   –   Annual Conference in Seattle, June 2008
   –   Leadership Summit in Savannah, January 2009
   –   Annual conference in Washington, DC, June 2009
• Attendees at Summits had opportunity to contribute
  their ideas for future of SLA and profession during
  interactive sessions
• Global online survey included SLA members,
  roundtables and focus groups in North America
• Dial testing conducted & results published on SLA
  website
                                 Special Libraries Association
  Concerns                          Connecting People and Information

      “We didn’t get to provide any input!
 This name is being shoved down our throats!”

• There were ongoing communications and updates,
  starting in 2007 from SLA, including an alignment
  page on the SLA website, and alignment portal, an
  edition of Information Outlook dedicated to alignment,
  columns and articles over past two years in IO, blog
  postings, etc.
• All members were encouraged to contribute their
  feedback throughout the whole process
                                         Special Libraries Association
  Concerns                                  Connecting People and Information


            Why present only one name??
• If multiple names are proposed, none will get majority (50%)
  approval needed to pass

• The Board felt that research on names and on alignment
  brought clear choice to top of list; testing confirmed this

• Easiest and least confusing vote was to present one
  researched-based name for UP or DOWN vote
                                  Special Libraries Association
  Concerns                              Connecting People and Information

       Why choose term “knowledge” over
            “information” in the name?

• Value-driven vs. Functional Language
• Information = functional and static
• Knowledge= actionable, coveys more value, broader,
  more inclusive
• Knowledge tested better with employers, ties to value
  associated with info pros
                                   Special Libraries Association
   Concerns                           Connecting People and Information


Why didn’t we test “Special Libraries Association” or another
 name including “Librarian” as part of the name testing?

• All words tested poorly in all 3 Phases of research leading
  up to name selection
• “Special” no longer relevant to profession or association
• “Special” is closely associated with special education,
  Special Olympics and special needs
                                   Special Libraries Association
   Concerns                           Connecting People and Information

         Why didn’t we test name featuring
              the word “Librarian” ?
• Qualitative dial testing showed the word “librarian”
  was described as “dusty” and “antiquated”
• “Librarian” has positive connotations, but is not
  associated with positive attributes employers are
  looking for
                                Special Libraries Association
  Concerns                         Connecting People and Information


       Why is a name change necessary?
• Members are asking, “Isn’t it time we changed the
  name of SLA?”
• Research indicates the need to explore names that
  reflect the true value SLA members provide
  employers
                                                                Special Libraries Association
Jim Dodd, SLA President 1981                                         Connecting People and Information

•   "I am about to pronounce what is heresy to some of you. Our name not only implies that we are
    handicapped; our name is a handicap. We have trouble explaining what a special library is and does.
    Last year I tried to be subtle by telling you that our name brings forth the image of a building:
    an inanimate, static, ineffectual object that indicates nothing about the intellectual activity of
    the profession. Today, I say to you bluntly that this organization needs a new name.
•   The word library is an albatross around our necks from which we should cut ourselves free. Attaching
    'special' to it does not help because 'special' has very commonly understood meanings, and commonly
    misunderstood meanings. To try to apply that adjective to library is like trying to use grape jelly as an
    adhesive. It's colorful and it is sweet, but it won't do the job."
•   "Ask yourself. Inquire around. In businesses, in government agencies and elsewhere, what happens
    when a job title or job description with the term librarian is changed to information specialist,
    information manager, online searcher, systems analyst, or the like? The salary goes up; that's what
    happens."
•   "We have acknowledged for years that the name of the association is grammatically incorrect.
    This is not an association of libraries. It is an association of librarians.” "We have changed from
    passive to active. We have made changes toward trying to control our own destiny and having
    a greater impact upon the developments of our profession. Let us make the changes complete.
    SLA is a strong, healthy, viable, exciting, effective association. Let us give it a name that
    reflects those qualities rather than obscures them.”

     –   ("SLA at 100", by Guy St. Clair, Special Libraries Association, 2009, p. 130.)
                                  Special Libraries Association
  Concerns                           Connecting People and Information

    Why not just educate people about what
                 librarians do?
• SLA HQ does!! That’s their job as advocates for
  members and the profession
• A name that conveys your value makes it easier for
  your association to advocate for you
• You can’t “educate” people if they don’t sign up for
  the course
                                           Special Libraries Association
     Concerns                                 Connecting People and Information

  SLA has 100 years of brand recognition behind it.
           Why would we want to change it?
• “100 years of brand recognition” valued only by people in
  library community
• Those outside of exclusive community have no connection to
  SLA
• Research reveals current name does not fully communicate
  core value & relevance of association or information
  profession as a whole
• After three phases of research, terms "special library" and
  "special librarian" were lowest-ranking concepts tested.
   – Neither viewed favorably nor understood by those who make decisions
     about future of our profession; in fact, they were not viewed favorably
     by librarians & information professionals included in the research.
                                            Special Libraries Association
      Concerns                                 Connecting People and Information

     “Strategic” and “knowledge” are buzzwords
                  that mean nothing
• Words like “strategic” and “knowledge” tested well, strongly resonating
  with survey respondents and focus group participants.
• They were associated with ACTION and immediately conveyed the
  distinct value of information professionals to corporate, government,
  healthcare and academic audiences
• “Putting Knowledge to Work” has been one of SLA’s tag-lines since
  1915
• Strategy is a universally understood concept as a necessary part of a
  successful project (or research study, marketing campaign,
  organizational growth, acquisitions, legal arguments, etc)
• Every employer has a strategic planning process that directs the ways in
  which they allocated resources
                                        Special Libraries Association
  Concerns                                  Connecting People and Information


          What Happens AFTER the Vote?
• Association will move forward with new branding, mission, vision
  and values
• Incorporate new positioning, language and “look” (visual identity)
• Over time, transition to new brand across all association
  activities and materials
• Develop strategy to publicly launch a unified branded association
  to external audiences
• Provide brand guidelines and transition to a unified brand across
  all association units (websites, logos, etc)
• Launch new brand and unveil editorial/visual guidelines and
  resources
                                      Special Libraries Association
  Concerns                               Connecting People and Information


         What Happens AFTER the Vote?
• Transition member communications from HQ to incorporate new
  platform and key messages as appropriate including all
  correspondence, e-newsletters, magazines, press releases, etc.

• Transition marketing communications used to recruit new
  members to the association

• Update online communications and harness the Web site as a
  core touch point for interacting with the members and
  prospective members

• Develop media messages and storylines as well as targets and
  timeline for reaching key audiences
                                     Special Libraries Association
Alignment Portal                        Connecting People and Information


       www.sla.org/content/SLA/alignment/portal/index.html
                                             Special Libraries Association
Some Useful Resources                           Connecting People and Information

FAQ – www.sla.org/content/sla/governance/namechange/qa.cfm

Wiki – http://wiki.sla.org/display/align/SLA+Alignment+Wiki

SLA Blog – http://slablogger.typepad.com/sla_blog

SLA DPHT Blog -- http://phtd.wordpress.com/2009/10/10/sla-name-change-
  discussion/

Alignment Timeline –
    www.sla.org/content/SLA/governance/namechange/timeline.cfm

Board of Directors – SLABoardofDirectors@sla.org

Twitter – #slaname
                     Special Libraries Association
Questions?              Connecting People and Information




        Richard P. Hulser
    SLA Alignment Ambassador
      rphulser@sbcglobal.net
        310.210.7031 cell
               Special Libraries Association
                  Connecting People and Information




Methodology & Results

    Further details
                                 Special Libraries Association
   Concerns                         Connecting People and Information


What was methodology for each phase of research?

 • Phase I: Online Survey

 • Phase II: Language Analysis

 • Phase III: Dial Testing
                                 Special Libraries Association
  Concerns                          Connecting People and Information


  Was research focused on perception of the
  Association? or Individual Professionals?

Throughout all three phases of the research, questions
  focused on both the information professional as well
  as the profession and the association
                         Special Libraries Association
 Concerns                   Connecting People and Information




Who participated in the surveys?

• Geography           • Function
    US, 40%                C-level Execs,
                             19%
    UK, 23%
                            IT, 13%
    Canada, 22%
                            HR, 12%
    Australia, 15%         Marketing, 12%
                            Strategy, 11%
                            Info Pros, 34%
                                Special Libraries Association
  Concerns                         Connecting People and Information




 Who participated in the surveys?
Vertical Industries
• Computers & Software, 8.0%
• Consulting & Professional Services, 7.2%
• Education – Universities, 7.1%
• Financial Services, 7.0%
• Telecommunications, 5.1%
• Biotechnology & Pharmaceutical, 4.1%
• Government - Federal, 4.0%
• Retail, 3.3%
                                   Special Libraries Association
    Concerns                          Connecting People and Information




    Who participated in the surveys?
•   Education - K-12, 3.1%
•   Non-Profit, 3.1%
•   Food, Beverage & Tobacco, 3.0%
•   Chemical Manufacturing, 2.8%
•   Government – Local, 2.5%
•   Printing, Publishing & Information Services, 2.5%
•   Aerospace & Defense, 2.2%
•   Transportation Services – Commercial, 2.2%
•   Insurance, 1.9%
•   Energy, 1.4%
•   Health Care – Hospitals, 1.4%
                                 Special Libraries Association
    Concerns                        Connecting People and Information




    Who participated in the surveys?
•   Advertising & Public Relations, 1.3%
•   Building & Construction, 1.3%
•   Legal, 1.3%
•   Automotive & Auto Parts Manufacturing, 1.2%
•   Machinery & Equipment, 1.2%
•   Government – State, 1.1%
•   Electronics & Semiconductors, 0.9%
•   Real Estate, 0.9%
•   Apparel & Fashion, 0.8%
                                  Special Libraries Association
    Concerns                         Connecting People and Information




    Who participated in the surveys?
•   Health Care - Practices, Clinics & Labs, 0.8%
•   Entertainment & Recreation, 0.7%
•   Personal & Other Services, 0.7%
•   Agriculture, Forestry & Fishing, 0.6%
•   Education - 4-year colleges, 0.6%
•   Metals Refining & Manufacturing, 0.6%
•   Pulp & Paper, 0.6%
•   Travel, 0.6%
•   Health Care - Social Assistance, 0.5%
•   Transportation Equipment, 0.5%
                                Special Libraries Association
    Concerns                       Connecting People and Information




    Who participated in the surveys?
•   Utilities, 0.5%
•   Instrumentation, 0.4%
•   Education - Community colleges, 0.2%
•   Electrical Equipment, 0.2%
•   Furniture & Fixtures, 0.2%
•   Industry Association, 0.2%
•   Cultural Institutions, 0.1%
•   Rubber & Plastics, 0.1%
•   Textiles, 0.1%
                         Special Libraries Association
 Concerns                   Connecting People and Information




Who Participated in the Dial Testing?

• Geography
  – US, 50%
  – Canada, 50%
• Function
  – C-level Execs, 50%
  – Info Pros, 50%

				
DOCUMENT INFO
Categories:
Tags:
Stats:
views:0
posted:6/17/2012
language:
pages:55