Trendwatching

September 2009 TRANSPARENCY TRIUMPH
via trendwatching.com by newsletter@trendwatching.com on 8/30/09

What is transparency? Transparency has been described as “seamlessness.” An illustration of transparency would be in the links to Amazon and Professional Reviews found at the bottom of of a record in your catalog. Any title information, subject headings, and shared lists links are also transparent. The line between product presentation and reviews/other information is seamless.

Reviewing Revolution!

In libraries, we’ve known for some time that customers and potential customers usually go to friends and family first for information. Now this trend has moved to the internet

Some telling findings from the latest twice-yearly Nielsen Global Online Consumer Survey of over 25,000 online consumers from 50 countries:

"Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally. The Nielsen survey shows that 90% of online consumers worldwide trust recommendations from people they know, while 70% trust consumer opinions posted online.

In other words, reviews are advertising. Librarians have used reviews for years to make selection decisions. Now the rest of the world is, too.

In short, businesses have to understand and accept that consumers’ decision making processes, which ultimately come down to whether they will buy from you or from someone else, have truly shifted to a new, powerful peer-to-peer arena.

This is important to libraries. Libraries have a reputation. Some of it is good. Some of it is bad. Reviews of our library are out there. Search Twitter for “library” or “central library” tweets within 5 miles of the building. These tweets are telling the story about what customer experience is. They are reviewing us.

If your library uses twitter for promotion, those will be obvious. You'll also find positive tweets about storytime and research success. There may also also negative tweets abbreviated hours and some of your library users - or staff. For a few days in June, one tweeter had a string of tweets about the library “hobos.” While the tweets were humorous, they are a review of the environment inside the building. And it wasn't good.

Deluge
The reviewing trend will only get bigger.

While hundreds of millions of consumer reviews are already zipping around cyberspace, prepare for a deluge of truly biblical proportions. 1.6 billion consumers are now online, and the majority of them have been online for years. They're skilled bargain seekers and ‘best of the best’ hunters, they're avid online networkers, and they're opinionated reviewers and advisors.

And for future contributors and viewers, especially those that are born to the web, for whom contributing and sharing is a given, reviewing will be a way of life forever

Reviewers Are Rewarded

Applications...enable reviewers to have their reviews effortlessly appear on their Facebook, Digg or Delicious pages as well, while Netflix has hooked up with Facebook to allow users' reviews to be shared on their profile pages.

Members that post a review on Epinions are rewarded with so called Eroyalties credits, which are in turn are based on an ‘Income Share’ program...Reviewers then can redeem their Eroyalties credits in US dollars

Truth and Lies
Rewarding reviewers for their opinions? Libraries have known that the information customers get from friends, family, and the internet can be misinformed or biased. Trendwatching expects the Deluge-Effect to solve the problem:

The deluge in postings will also unmask, outnumber and thus neutralize fake reviews posted by malicious consumers or desperate brands. Which will lead to an even greater trust of recommendations and reviews. In the near future, consider the discussion on whether to trust reviews to be over

Everything Reviewed
Scale is one thing. Scope is another. No [Business to Customer] sector is immune to the review virus. Expect every industry, every sector, every product to eventually succumb to reviews.

Again, how is the library faring in these reviews? How do we know?

Real-Time Reviews
Consider Twitter and camera phones. Instantaneous reviews are part of the Deluge-Effect:

...as more people are contributing, the sheer mass of reviews will in effect lead to daily if not hourly reviews on any topic imaginable. Which means more timely and accurate information.

...as universal online access meets netbooks, laptops, and phones, virtually all equipped with (video) cameras and audio capture, we're already seeing an increase in on-the-spot reviews, from text to full-blown videos. Remember, someone going through an annoying or pleasant experience, but lacking online access, has to postpone his or her review, which often results to not posting at all

Mapmania
See the place on the internet map? See the review. Done deal

Right of Reply
So far, reviewing has been one-way. Customers review the product or service. Expect to see businesses and libraries respond to the review. How will the library prepare for this? Immediacy is important. How do we get our side of the story out there? How do we use reviews as an opportunity to turn the review on its head and promote a solution?

Quite a few brands still seem to believe that they’ve been granted an eternal ‘grace period’ when it comes to dealing with [reviews]. While brands are no longer unaware of reviews, they (to a large degree) still choose to listen, not talk back, trying to ‘learn’ from the for-all-to-see Review (R)Evolution. Which is surprising, to say the least, since a quick and honest reply or solution can defuse even the most damaging complaint.

WARNING!
You, the front-line employee can nip bad reviews in the bud:

May we humbly remind you that bad reviews are not the problem, but a symptom? Not listening to (dissatisfied) customers is often at the root of the problem. Consumers don’t post their bad experiences straightaway. Most will notify you or one of your colleagues first. It’s mismanagement of complaints and conflicts that invokes postings. Whether it’s someone at your helpdesk, someone in your stores, or an account manager; there’s virtually always an opportunity to settle an issue before it goes public. And if you really screw up, beat customers to the punch by being the first to report failures. Let customers know how you fix problems. Eventually, this will free up resources and energy to actively focus on enabling happy customers to post positive reviews. Now that's TRANSPARENCY TRIUMPH

Future
… in a transparent world, for both brands and consumers, settling for anything that's sub-par becomes a choice, not an accident. And yet, it’s still early days for TRANSPARENCY TRIUMPH. Changes in behavior and in technology all point towards an even more transparent marketplace in the near future, which in turn is taking cues from a more transparent society.

Trendwatching

This month they are looking back at the first 2 quarters of 2009. And they are also predicting a turbulent 3rd and 4th quarter. The title for this month’s briefing says it all:

August 2009 Catching-up is the new looking ahead via trendwatching.com by newsletter@trendwatching.com on 7/14/09

Trendwatching!

June 2009 FOREVERISM
via trendwatching.com by newsletter@trendwatching.com on 6/11/09



While we're used to things changing and skipping, there is now a move toward what is called Foreverism.


"FOREVERISM Encompasses the many ways that consumers and businesses are embracing conversations, relationships, and products that are never done. Driving its popularity is technology that allows them to find, follow, interact and collaborate forever with anyone & anything."


Forever Findable, Followable



In snail-mail terms, this is like never having to see a "not at this address, return to sender" stamp ever again. Why? You'll be leaving snippets of yourself, your facebook, your twitter all over the internet and they are findable via Google, et. al.

Forever Conversing
"Sure, Twitter is ‘just’ the next evolution in personal communications, and something newer will steal hearts in the future (Google Wave, anyone?), but unlike other Next Big Things, its low barriers to entry and ease of use are enticing even the most luddite consumers, celebrities and brands to join in. The forced brevity of tweets has helped, too: it's easier to deal with a barrage of interactions if both sides are limited to a maximum of 140 characters."

Big Brands Join the Conversation
Right now it's just the twitter and facebook presence. Companies are dedicating departments to real-time interaction. How will your library's brand be included in this conversation?

"Now, not surprisingly, after years of one-way conversations, brands that finally open up (like the twitter examples above) will first have to deal with a steady flow of pent-up anger, complaints and frustration from customers who previously haven't had anywhere else to go.
But over time, when honest problem-solving (in combination with improved performance, of course) will lead to more balanced relationships, the focus will shift to cooperation if not co-creation. Including brands actively initiating conversations." How can the libary initiate conversation? Whose job would it be? How would it be supported? What priority would it be among the mission of the library?

Forever in Beta
"Think operating in a humble, transparent, unpolished, almost human-like FOREVER BETA mode, not just for one product, but for an entire organization. And we're not only talking about the usual suspects like software giants and web 2.0 icons, but traditional B2C brands too, be it in automotive or FMCG. " The library has been used to constant change since the Library at Alexandria. Policies, however, can be slow to change. Once again, it falls upon your library's mission. And not a little on funding and staffing.

"Feel FOREVERISM is too broad a topic to dig into? Then focus on a few specific projects. Like fine-tuning your Twitter strategy to really start the conversation with your customers. Or introducing one ‘beta’ product that you will keep improving with help of the crowds.

From there on, try to make FOREVERISM part of your thinking when it comes to client relationships. Assess which of your current offerings are primarily transient, while customers may prefer them to be more lasting. "

Trendwatching!

Libraries may be doing many of these things already as part of their mission. We're hyperlocal, we provide a type of eco-bounty. What else do we do? How can we enhance and promote these services?

Quoted from:
May 2009 INNOVATION JUBILATION via trendwatching.com by newsletter@trendwatching.com on 5/3/09

“By now, virtually everyone has chimed in on how innovation is the only way out of the recession. So instead of adding more theory, let’s have a look at actual B2C innovations from recession-defying entrepreneurs and brands around the world...basically anything that will get consumers spending again, and preferably the kind of spending that involves sustainable goods, services and experiences"

Some of these are self-explanatory. Examples are included for the trickier concepts.

Free Love!
FedEx Office recently drew attention by extending a helping hand to job seekers, offering free printing (on March 10th) of up to 25 black-and-white copies of their resume at any of the company's 1,600+ stores across the US.

DIY
Create your own content, feeds, etc.

Sellsumers
British Everyday Models invites consumers to rent out aspects of their daily life to advertisers: whether it's their clothes, car, house or online profile.

Status Stories
The Fairmont Royal York hotel has installed a three-hive apiary 14 stories above the streets of Toronto and the resulting honey is used in the hotel's restaurant kitchen.

Kids, Teens, and Moms

Generation G (for Generosity)
San Francisco-based Replyforall is a site that raises money for charities by adding a cause’s information to a user’s e-mail signature.

Brand Butlers
In the greater New York area, Central Parking System and other parking companies offer half-price parking for Smart fortwo owners. The service, which is a partnership with Smart USA, is based on the notion that drivers shouldn't have to pay full price if their car only takes up half a parking spot.

Off=On
Hot croissants or cookies? Baker Tweet is a technology that alerts customers via Twitter any time a fresh batch of baked goods emerges from a participating bakery’s oven.

Eco-Bounty

Twinsumers
Led in part by Flickr cofounder Caterina Fake, Hunch is an online decision-making tool that gets to know a user through his or her answers to seemingly random questions. Based on those answers, Hunch aligns users with other people that are like them—their twinsumers—and can offer personalized answers to complex questions like: "Should I go to medical school?"

Internet Clout
CrowdSprout lets groups of parents interested in purchasing the same item (think high chairs or cradles or diaper bags) band together to get a better price by bidding, and committing to making the purchase only if enough other buyers join.

Mapmania

Hyperlocal

Global Brain
Netherlands-based c,mm,n is an initiative that aims to create a model for sustainable cars, starting with a community-designed prototype. The car's blueprints are publicly available under an open source license, so its design can be used and modified by others as long as any derived works are shared with the public

Less and Longing
Häagen-Dazs Five is an all-natural ice cream made from only five ingredients—skim milk, cream, sugar, egg yolks and one of a few natural flavors like mint, ginger and coffee. What makes the product stand out is its simplicity; in uncertain times, bringing back the classics can appeal to consumers’ nostalgia

Trendwatching - April 2009

From
April 2009 SELLSUMERS via trendwatching.com by newsletter@trendwatching.com on 4/1/09

"It shouldn't be too hard to come up with at least one SELLSUMER service in the next few days: just go through the examples above with your colleagues and figure out how your brand can facilitate existing or aspiring SELLSUMERS."

...hmmm...what can your library offer SELLSUMERS? Business plans? How-To craft stuff? Gardening information? How do you promote it?

"The reward? Customers will be pleasantly surprised that just for once, you aren't trying to extract money from them, but actually helping them make some. And let there be no doubt that anything you do during these tough times will not be forgotten."

Libraries are both Green and places that need to be remembered by consumers in these times. How do you promote this?

"A recession-induced need for cash, and an ever-growing infrastructure enabling individuals to act as (part-time) entrepreneurs, are fueling concepts that help ordinary consumers make money instead of just spending it. "

Sellsumers defined: "SELLSUMERS: Whether it’s selling their insights to corporations, hawking their creative output to fellow consumers, or renting out unused assets, consumers will increasingly become SELLSUMERS, too. Made possible by the online revolution’s great democratization of demand and supply, and further fueled by a global recession that leaves consumers strapped for cash, the SELLSUMERS phenomenon is yet another manifestation of the mega-trend that is 'consumer participation'.'

Examples
"Parking Spots \"Parkingspots.com connects those who have parking spots to rent out with those who need them on a monthly basis. "

Storage "Los Angeles-based Homstie offers listings for excess storage space, collecting fees for featured listings and for providing custom lease agreements. Also check out Store at My House"

Other
Gift cards GiftCardRescue is a service that allows users to exchange their unwanted gift cards.

Jewelry Red Swan offers money in exchange for unwanted jewelry. For similar concepts, check out Ex-Boyfriend Jewelry and My Gold Party.

Gardening Based around the concept of cooperative gardening, Veggie Trader is an online marketplace offering the opportunity to buy, sell or trade homegrown produce. (This probably is a better use of time than Leave A Zucchini On Your Neighbor's Front Porch Day)

SELLSUMER-posterchild Etsy now boasts 200,000 SELLSUMERS and over 3 million products.

Much publicized Ponoko allows SELLSUMERS to make and sell everything from jewelry to furniture.

Magpie now inserts adverts into SELLSUMERS' Twitter feeds. "

Trends: Eco is still hot

March 2009 ECO-BOUNTY
via trendwatching.com by newsletter@trendwatching.com on 3/2/09

Eco continues to be an area of great consumer interest. We at LLR never miss a briefing! This briefing includes:


ECO-FRUGAL
ECO-STATUS
ECO-ICONIC
ECO-STORIES
ECO-INTEL
ECO-METERING
ECO-MAPMANIA
ECONCIERGES
ECO-TIPS
ECO-MATCHING
ECO-NAKED
ECO-STURDY
ECO-FEEDERS
ECO-GENEROSITY
ECO-PERKS
ECO-FREE
ECO-REWARDS
ECO-BOOSTERS
ECO-SUPERIOR
ECO-EMBEDDED
ECO-EDU
ECO-TRANSIENT
ECO-VERTISING
ECO-EXPECTATIONS

Trends!

November 2008 TOP 15 TREND QUESTIONS

Once again Trendwatch comes up with some great advice. Perfect for those of us who are marketing library services or get a thrill from being able to out-predict your friends! We here at Libraryland Roundup found the resources page particularly exciting.

Trendwatching

September 2008 OFF=ON
via trendwatching.com by newsletter@trendwatching.com on 8/31/08

This is a great feed to keep an eye on if you're planning the programming, outreach, or marketing of your library.

" When something previously deemed ‘emerging’ has managed to completely invade the mainstream, you know it's time to throw overboard any remaining doubts and inhibitions, and just get going to claim your shrinking piece of the pie."

What does this mean to us? Facebook? Social Networking on our on sites? Book Clubs? Whatever you see, jump on before it's too late!

Online and Offline worlds have become absolutely intertwined. Texting? Twitter? Social Networking anyone?

"OFF=ON More and more, the offline world (a.k.a. the real world, meatspace or atom-arena) is adjusting to and mirroring the increasingly dominant online world, from tone of voice to product development to business processes to customer relationships. Get ready to truly cater to an ONLINE OXYGEN generation even if you’re in ancient sectors like automotive or fast moving consumer goods."

Use online ideas and connections to market offline items, even wedding rings with cat 5 compliant parts!

Personalization of portals has now become customization of products online. You can design your own jeans to fit your measurements exactly via Lands End and QVC. The Sims 2 H&M Fashion Runway Contest has spawned an outfit to be sold at H&M retail locations. You can turn your avatar into a statuette for offline decor

Other items are called "Digital Lifestyle Lubricants" "A booming OFF=ON category all by itself, a digital lifestyle lubricant is a traditional product that incorporates functionalities and enablers to make it more compatible with the online world. From iPod chargers sewn into coats to web-based connections for plush toys."

Make it easier to capture your offline experiences and get them online. A video camera with a one-touch function to upload to Youtube. A handbag with a solar panel to charge your cell, et. al.

So how do we hop on the bandwagon?

This is called mirroring. How do we mirror the idea with our own needs?

How about taking online customer comments about books, DVDs, and CDs and putting them up in your library by signage, handout, or digitally?

"Clearly, that’s just the beginning. From real-world supermarket layouts mirroring more intuitive website layouts, to allowing for more in-store customization, catering to consumers who are accustomed to mixing and matching whatever they feel like online."

Is your building layout intuitive as a website? Could signage and other visual cues be more useful in the past because millenial eyes are trained for that?

Here's a checklist from the report of things to look for in libraryland to help us merge into our customer's online/offline world

Sharing
Constant, 24/7, always on
Keeping in touch
Cheap, fast and easy
Snack culture
Free
Ongoing feedback
Transparency
Anonymity
Customization, personalization, creation
Searchability
Easy befriending & connecting
Instant gratification
Collaboration
Micro celebrity
DIY
Multiple personalities
Total control (or at least the illusion of it)
Overload
Beta testing
…and so on


Trends fueling the online/offline phenomenon.
Visibility
"many consumers still value the physical over the virtual (and as we will see further down below, even the very wired are venturing out more, not less). So online brands want to be seen and want to be part of the real world to add visibility to their brands. Not to mention that despite the rapid growth of ecommerce, consumers still spend the majority of their budgets offline."

We already have big experience with the value of the physical in libraryland. Here's an area where promoting our online experiences within the physical building can be a seamless no-brainer.

Warm Bodies
Knowing each other well virtually leads to knowing each other in person. How do we facilitate this with our customers and prospective customers?

Mobility
People want to do on their cells and pdas exactly what they do at their pcs and macs. "diving into the online world fast and without limits, on whatever gadget offers the best marriage between size, apps and portability. With some serious GPS action thrown in, too."

Are libraries prepared to do what needs to be done to reach this market? Do we have the technology? Wireless is a place where many of us have started. What else is needed? The web is everywhere and not tied to a portal.

Applying Off/On
"It doesn’t take marketing genius to apply OFF=ON and ON=OFF to your own brand. Here’s what you can set in motion today:
Incorporate online symbols into one of your next designs.

Have customers design something from scratch online, then bring it into the real world.

Add any kind of online functionality or access feature to existing physical products.

Study and then incorporate winning characteristics of living and doing business online into your offline processes.

Infuse your campaigns with the language of the online-versed.

Give your online brand an offline presence.

Partner with any kind of relevant meet-up venture.

Introduce a 'warm bodies

Hop on the mobile-meets-web bandwagon. Start with introducing an iPhone app. Hey, if British Airways can do it...

Look beyond the next 6 to 12 months and dive into leading online gurus' visions. After all, even if their exact timing is sometimes off, their predictions so far have all come true. "