Sutherland Shire Libraries Staff News

About intercultural communication & interactions

• We begin our “cultural indoctrination” as children by copying our role models, for example by walking the same way as them.
• Children from minority cultures in Australia learn to develop 2 different cultural frames.  For example, they may have to be submissive at home & be told not to stare at other family members, particularly their elders.  However these same children learn that they cannot adopt this same behaviour in the playground or they will be picked on.
• When talking to a person, we can only “see” roughly 10% of what makes up that person’s culture.  Think of it as the “cultural iceberg”- just like an iceberg most of the culture lies below the water.
• Easily observed traits of the culture include language and behaviour, but other traits such as traditions and beliefs lie “below the water”.  The “values” of a person can also be completely hidden.
• We looked at two ways of mapping cultural differences by looking at the roles of hierarchy & identity in different cultures.

• Heirarchy. Some cultures have a small power distance and some cultures have a large power distance, eg. the idea that children should be obedient to parents comes from the concept of a large power distance and the idea that children should have a will of their own comes from a small power distance.
• Identity. Identity deals with the extent to which people look after themselves and their direct family.  Cultures can look at identity in two different ways, namely collectivism & individualism.  Cultures that value collectivism have “extended” families, obligations to family, take care with how something is said and have an obligation to the group.  Conversely cultures that value individualism focus more on the “nuclear” family, take more individual initiative, use individual decision making styles, are direct and to the point, openly confront difficulties and people are more independent.

• During the day we played a game of cards that showed some of the issues that you have to deal with when interacting with people from another culture.  I won’t go into the game in detail, as the facilitator does not want to spoil the surprise for future groups, but I will say it was a good example of different cultural “rules” coming into conflict.
• We looked at linear, re-active and multi-active cultures.  Linear-active people are task-oriented, highly organised planners.  Reactive people are respect-oriented and good listeners.   Multi-active people are people-oriented, loquacious communicators.  Most Australians are linear active, reactive people often come from Asian cultures and multi-active people tend to come from countries such as Italy, Greece and Mexico.

1. Be self aware
2. Assess cultural like-mindedness before beginning the interaction
3. Pro-actively learn about cultural background
4. Think carefully about “adaptation” (by whose cultural “rules” should we play?)
5. Consider the context of the communication

Cultural Weeding

Penny and I attended this seminar day at Quay West The Rocks, (a good venue), for this latest offering from Kevin Hannah.
(There is a lovely pub across the street with 12 different craft beers on tap.. Hart's Pub. Good food too!)

The day was sponsored by Raeco and so their products were mentioned and endorsed by him throughout the day. He did this unashamedly, as he says they are the best for quality, versatility, long lasting, product for the best price.
There were many slides (760) with photos of new spaces, ideas, and fixtures. I have added in a few photos taken on staff trips to other library's to illustrate what points I could...for the rest you will just have to use your imagination!
There are many ideas here which any library can use in the short term, and much food for thought with our refurbishment details still to be finalised.

His first comments:

•  Embedded in the most extravagant idea is OPPORTUNITY.
• QR codes were still high on his list for marketing due to ease of use. Not to use for 'resources' as such but for individual titles or quick lists - so people do not have to search for 'Crime novels' for example.
• Charging for internet use is only going to turn people away from us as it becomes cheaper/free everywhere else, we are also disadvantaging those who can't afford their own device.
• Libraries can never feel safe, to stay relevant libraries need to have a few pots on the boil, not just rely on one drawcard eg. internet, relevant books and makerspaces (or new innovation) Keep Fresh!
• The experience needs to be interactive - people have to do. He said 'that sounds like the old makerspace' Arrghh!! Photo of a shoe store where people are  printing the pieces and then crafting their own shoes.
• Get rid of the tacky A4 paper signs and noticeboards. Must have a sexy layout AND the physical application...it's no use looking good if we can't deliver the promise.
• Get customers to create movies/trailers of books and then project/flash them up on any screens  to advertise those items.

The elements of future libraries

• Design and Presence
• Layout & productivity of the space                       
• Presentation
• Remaining relevant

Ask Yourself

• is it the right product in the right place in the right quantity?
• is the size of the collection too big for the size of the building?

Image Drives Perception
      OUR and in the process Others, Perception of the library needs to change.

Libraries/librarians need to;

• be dynamic
• get out of the library. Challenge the stereotype/use social media/ good signage -
• become user focused
• empty the too hard basket
• change staff reluctance to let go of old ideas/perceptions

Librarians cannot preserve the traditional library and add new things on top.

• Librarians are forward thinkers but, must stop being hoarders, because we don't want to upset people (who will be one day be gone - then where will we be...? Irrelevant)
• installed RFID but still keep huge circulation desks
• Librarians must keep the print collection at a level which stays the same, it cannot grow. It must refresh itself.
• Post internet practice must prevail. Look at everything we buy both physical and technological and ask does this make sense in the Internet age.
• The Internet moved the goal post and yet libraries are still kicking in the same direction. We have 15 years of catching up to do.
• Moveable shelving is a must for non-fiction so it can be reconfigured to suit varied purposes over time, to continually create a vibrant, relevant, fresh beautifully presented collection. New signage and front facing shelving.
• Need to look at ....What services have been introduced, in the past 10 - 15 years,  therefore.... What resources or services have we ceased to deliver in the past 10 -1 5 years??

Cultural and Physical clear-out required....How to do it? 
Here are Kevin's steps 

Part 1 - Common Hurdles

• Don't have time - but the internet made libraries 30 % bigger. Challenge what are we spending our time doing. Are displays an effective use of time and resources? Maintaining an unnecessarily large print collection which will never be borrowed?
• Don't have space - weed. There is so much replication and when you weed collections there will always be someone who is disappointed, just get used to saying "sorry it's gone".
• Staff resistance - directly address underlying issues of why individuals may be opposed to the change in their workplaces. Let them know that they are expected to go along with and support/promote the changes "We understand that you are concerned about the changes we are effecting, however both myself and the organisation believe this is the best long term decision and we expect you to support us'
• No support from funding institution - Need to clearly identify why our library is indispensable. Communicate our vision to management and ensure they are aware of the potential. Schedule regular communication channels to highlight what has been achieved and future goals.
• The size of the job is overwhelming - one does not need to be good at everything or even understand it to be a good leader. Just get the ball rolling and bring in expertise.
• Concern over older customers reactions - change is inevitable everywhere, we can't only cater to the elderly as they will go. Older customers will soon be very savvy - retired librarians!

Part 2 - Defining Libraries

• You must clearly identify why your library is indispensable. What makes you so important? What are you offering that is unique and different ? Maximize productivity.
• A library is a library - weed the culture not the brand.
• communicate your vision to management ensure they are ensure that they are aware of your potential.. Highlight what bits have already been achieved and future goals .
• Library's must become learning commons, be a discovery centre, be an information commons, but do not call it that. It is a library.
• Put the focus on the culture.
• Architects and Designers do not know how a library works. Library staff do not tend to have enough input into the design process, the future vision of what the library should look like. Staff need to take/be given some ownership of the process.
• Select an architect who is passionate about building a library for the community not for winning an award. Identify what is required and present a well researched (and agreed) vision to the architect and hold ground. Don't falter on the essentials eg must be reconfigurable to allow refreshing in the future. Identify things that are non-negotiable
• Define the role of library staff and the key elements ie non-fiction (at least) shelving must be on wheels.
• There is a distinct difference between
  a. architecture
  b. interior design
  c. visual merchandising strategy - this is where Kevin Hannah suggestions come in. How much space for each collection? what collections? how much front facing shelving in the non-fiction collection? etc.
• One does not want a contemporary veneer around an old fashioned idea.

Part 3 - Design Essentials

•  You want to be seen as dynamic, you must allow yourself to be seen.
• the library needs to have presence, you should mark out your territory.
  
• concise eye catching external signs - well fabricated signage - using all elements colour/font, style and size to maximise the impact.
• Big signage externally, which is contemporary - vinyl decal stuck on the windows can be done cheaply (merchandisinglibraries.com.au)
• Colour scheme that will not date - carpet should be charcoal or silver with no real pattern. The carpet is not the hero of the room.  Let the carpet recede, then the walls can be changed frequently. Black shelving is the smartest - the books stand out
• Modular and movable so it can be reconfigured - expanded or reduced.
• Interesting, inviting and effective lighting - Backlit shelving, also recessed into the desk
• No titanic circulation desks. Again make desks modular and movable so they can be changed as needs change.
• Don't pay for something you have not seen. Require designs to be 3D rendered so you can visualise the end result - otherwise you have no idea what it will look like from the drawing - it is NOT too expensive

Part 4 - Space Planning

• Create the perfect layout
• How would you set out your library if you were to receive $1 in your personal bank account for every resource borrowed?
• Look at the library space like a monopoly board - does everything pay the rent of the space it occupies?
  Look at this now look at this ...which is more enticing?
• Must have a heightened awareness of space and it's value. Walk into your library and ask ...are you maximising the productivity of the space???
• Put New Fiction on the wall as one walks in.

Part 5 - Keeping print relevant

• Collections rely on the space to generate the loan statistics. A big print collection is no longer a library benchmark. Print loans feed off being in a beautiful space. How many books can our library effectively showcase? 80% of loans are generated by 20% of the collection. The % of the collection that has been weeded does not matter, what matters is how it looks once you walk in.
• The new elderly will be very different from today's. Libraries must get their collection to a level which allows effective showcasing and then maintain that level with a one in one out policy. There is a distinct difference between how much a library can physically hold and how can be effectively showcased. Once you exceed the recommended level, visual merchandising standards will drop and in turn usage.
• Evidence shows that weeding a third of the collection increased circulation by 50%.
• Shopping centres expect their stall holders to refit every 5 years to refresh. Expect a spike in sales after the refit to pay for the refit.
• We are in the business of selling the print collection. First impressions matter - presentation over volume. The product should be the hero - use recent returns - slat wall stands - clear consistent signage - no aisles - 3 tiers of shelving spine out with a 4th on top face out.
• Black on black low shelving presents beautifully  - use it as a marketing tool to showcase the books. Coloured shelves lose the books.
  
• Front facing is a must.
• Dustcovers over shelving generally look ugly, create shadows, waste money.
• Aisle ends must be maximised - Use slat wall - he suggests get it with only 4 extrusion lines, and hangers which hug the wall NOT protruding. Perspex holders acrylic/thick with rounded edges
• One size does not fit all  - mix it up. Boutique the non-fiction.

• Picture books are a great showcase.
• Separate Young Adult area not needed, he says it's condescending.
• Use QR codes at the print shelves, to take one to the online resources for a particular topic eg  World War I. Magazines in pigeon holes with QR code leading to downloadable version.
• Create lounge rooms - genre driven precincts with fiction, non-fiction and audio visual in the same location but separate shelves. Suggestions : home decorating, cooking, travel, computing.
  
• Forget Dewey! or at least challenge it. Sign well - use signage strategies that complement co-ordinate with online services.
• Merchandisinglibraries.com.au have a good range of signs Genera heading on top of set of shelves then, subset sticking out of shelving. eg 60 -70 shelf stickers in a box, but only standard set dimensions - only in black with white lettering - taylored to fit Raeco shelving.

• use signage strategies that compete with online marketing
• Directional signage on top of shelving - 3D laser cut - Sarah Redfern library has them

Part 6 - Basic Design

•  Fabric, form and shape
• need to understand fabrics - durability
• Furniture - look at the rub count, is it moisture resistant, bacteria resistant - fabrics made for hospitals
• Put design on the back of the chair in fabric, make the seat vinyl. Get central pedestal for tables so there are not too many legs.
• Create collaboration booths - rooms - Interstudio.com.au - Harriet & Minnie
• Flip top tables with power point connections in the middle.
• Powerpoints are needed everywhere! - Free battery recharge service

• Quality over quantity - Don't buy rubbish, as you will be spending again soon. Buy quality a few at a time if funds don't allow for all at once.

Part 7 - Transition v's collection

•  "Challenge the sacred power tower."
  
   From this - large & permanent
  
• Get rid of the circulation desk.
• Look like you believe in the new design/concept, so it will work.
• Have customer service pods - movable. Everything on the floor should be for the customer.

                                                               To this - small & mobile

• Map drawers do not compete with Google earth
• Does it suit the brand?

Part 8 - Library brand

• Graphics for a library can sit beside a council logo. Prahan library - City of Stonnington
• Scream loudly LIBRARY everywhere. Put it on the front of the library, the cards, the security screens.
• Don't highlight problems show solutions to council and you'll get the results/money.
• Use colour branding to colour code the library (Yarra Plenty) 

Part 9 - Display & Promotion

•  Ask does it fit or suit your brand?
• Break the mold of the old predictable ideas. Provide quick choice stands - no displays unless they are on screens as trailers
• Replace paper signs on doors etc with stuck on decals
• object is to keep the customers engaged at all times
• brochures only keep very current ones

Part 10 - Ten simple rules to maintain a contemporary image

1. Stop ignoring the ugly bits - get rid of vertical files etc.
2. Create book trailers and show them
3. Implement clear directional signage ASAP - create a non-Dewey dependent library. Should not need the catalog to browse - don't need to in shops
4. Replace old posters, put vinyl signs on the stair uprights, on the windows. Replace old signs with impressive graphics - put a big feature picture on blank walls
   
5. Front face as much as possible
6. Sit in every seat and create a space you want to spend time in
7. Come in the front door , see what your customers see. Print reference should be interfiled.
8. Stop being so diplomatic and remove the things which have irritated you for so long. Pull down the signs, only put them back if they are required (by governing body
9. Powerpoints for customer devices are necessary
10. Weed physically and culturally. 
11.  

Try and see the library through new eyes.

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