Special Libraries Association Connecting People and Information SLA Alignment Study & Name Change Proposal Washington DC Chapter Town Hall November 9, 2009

Special Libraries Association Connecting People and Information Washington DC Chapter Alignment Ambassadors Shirley Loo Dave Hemingway James King Mary Talley-Garcia Chris Vestal

Special Libraries Association Connecting People and Information How We Got Here A quick history of SLA’s effort to provide value to our members

Special Libraries Association Connecting People and Information “(It) seems evident enough from all that has been said, that the old type of library must MODIFY ITSELF IN ACCORDANCE WITH THE NEW NEEDS which the EVOLUTION OF KNOWLEDGE and the growth of print have created” –John Cotton Dana, “Librarian at Large”

Special Libraries Association Connecting People and Information What is alignment? Focus and cohesion around who you are, what you do, and what you deliver Communicating with clarity, credibility, and consistency about your value

Special Libraries Association Connecting People and Information Why must we align? Information professionals are losing jobs The role and value of the information professional is not fully understood by hiring managers The field is growing to include a wider range of career tracks beyond traditional library workers and information professionals Information professionals must align their value and contributions with the strategic goals of their organizations Information professionals must change their professional communications and words to align with their audience of employers

Special Libraries Association Connecting People and Information What are the goals of alignment? Express the identity and the value of the information professional Create a cohesive communications framework for the information professional Provide information professionals with clear and compelling language to communicate their value Help SLA advocate for the information professional What are the benefits of alignment? Clear, compelling communication of the role and value of information professionals Stronger recognition of information professionals in the marketplace and among employers

Special Libraries Association Connecting People and Information How We Got Here Jan – Started branding research June 2003 – Branding & name change vote in NY Jan – Board approved “Alignment project” to help celebrate the Centennial Jan – Futurist Andy Hines, Outsell & Fleishman- Hillard start working on alignment effort Jan – Preliminary research findings presented

Special Libraries Association Connecting People and Information How We Got Here Spring 2008 – Focus groups explored findings June Fleishman-Hillard presents findings Jan – Final report issued June 2009 – Alignment presented July – Sept – Proposed name tested Dec – Name change vote and results

Special Libraries Association Connecting People and Information Alignment Research Findings

Special Libraries Association Connecting People and Information Research spanned: 4 countries 5 key audience categories 4 key areas of research findings Roles of the information professional Habits of the information professional Perceptions of value of the information professional Perceptions of role of the information professional International Survey

Special Libraries Association Connecting People and Information Alignment Research 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 Connecting People and Information Key Finding 1 “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 Connecting People and Information Key Finding 2 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 Connecting People and Information Key Finding 3 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 Connecting People and Information Key Finding 4 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 Connecting People and Information Key Finding 5 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 Connecting People and Information Name Change Proposal

Special Libraries Association Connecting People and Information Name Change Proposal 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 Connecting People and Information Name Change Q&A Why is a name change necessary? Why doesn’t SLA focus on the value Librarians provide instead of changing the name?

Special Libraries Association Connecting People and Information Why is a name change necessary? Research Findings: Name does not reflect true value of profession Research Findings: Name lacks positive attributes stakeholders value most Research Findings: Name limits SLA’s ability to advocate for us! Name Change Q&A

Special Libraries Association Connecting People and Information Name Change Q&A SLA has 100 years of brand recognition behind it. Why would we want to change it now?

Special Libraries Association Connecting People and Information What about the brand? Brand is valued by library community Brand is not recognized outside library Brand does not convey full value and relevance Name Change Q&A

Special Libraries Association Connecting People and Information Name Change Q&A Didn’t we already vote on and reject a name change in 2003?

Special Libraries Association Connecting People and Information Name Change Q&A What about the earlier name change vote? Voting limited to those at 2003 conference 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 Connecting People and Information Name Change Q&A How was the proposed name chosen?

Special Libraries Association Connecting People and Information Name Change Q&A Process: Establish critical concepts List possible names Narrow to 3 names Monitor member input Thoroughly research 3 names that emerge

Special Libraries Association Connecting People and Information Name Change Q&A Process: Critical Concepts : Knowledge Leadership Insight through Information Knowledge Sharing through Global Networking

Special Libraries Association Connecting People and Information Name Change Q&A Process: Name Choices Association for Strategic Knowledge Professionals The Knowledge Society Knowledge & Information International Association

Special Libraries Association Connecting People and Information Name Change Q&A Process: Name Testing Survey: 226 respondents in the US and UK Information users and providers in 4 sectors Rated names on key metrics: * Overall Preference, * Liking, Relevance, *Attention Grabbing *Credibility, *Goodness of Fit, *Likelihood to Join, *Association Attribute

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

Special Libraries Association Connecting People and Information Credibility and Fit 32 Top 2 Box - Credible Total N=226 Association for Strategic Knowledge Professionals (ASKPro) 76% The Knowledge Society 47% Knowledge & Information International Association 63% Somewhat Fits / Fits Extremely Well Association for Strategic Knowledge Professionals (ASKPro) 80% The Knowledge Society 55% Knowledge & Information International Association 72%

Special Libraries Association Connecting People and Information Likelihood to Join 33 Somewhat / Very Likely to Join Total N=226 Association for Strategic Knowledge Professionals (ASKPro) 73% The Knowledge Society 48% Knowledge & Information International Association 58%

Special Libraries Association 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 Name Change Q&A Why wasn’t “Special Libraries Association” or another name with “librarian” in it tested?

Special Libraries Association Connecting People and Information Name Change Q&A What about “special libraries” or “librarian”? Words tested poorly “Special” is no longer relevant or positive Words do not convey full core value of the profession

Special Libraries Association Connecting People and Information Why choose the term “knowledge” over “information” in the name? Value-driven vs. Functional Language Information : functional and static Knowledge: actionable, conveys value-added, broader, more inclusive Knowledge tested better with employers, ties to value associated with info pros Name Change Q&A

Special Libraries Association Connecting People and Information What happens next? Association of Strategic Knowledge Professionals: vote on full name Voting: Nov. 16-Dec 9 Results: Dec 10 No other name change initiative SLA will continue with alignment work under the name of SLA Name Change Q&A

Special Libraries Association Connecting People and Information Alignment Portal

Special Libraries Association Connecting People and Information Some Useful Resources FAQ – Wiki – SLA Blog – Alignment Timeline – Board of Directors – Twitter – #slaname

Special Libraries Association Connecting People and Information Questions? Dave Hemingway Mary Talley-Garcia Chris Vestal James King Shirley Loo