This document discusses how location data and geolocation technologies can inform library strategies. It defines key terms like geolocation, GPS, GIS, and geotagging. It explores how libraries can use location data to better understand user behaviors, target services, and analyze traffic patterns. Location-based social media and applications are also examined as opportunities to engage users beyond physical library walls. The document advocates for libraries to leverage location data to improve user experiences, outreach, and strategic decision making.

1. GEO on the Web: Implications for library strategies Stephen Abram, MLS South Central Regional Library Council Emerging Library Technologies II: Innovation Conference Webinar, NY, May 3, 2011

3. Here’s Waldo!

5. Location is important. That’s why we have branches and physical service points.

6. Users need our services beyond the walls of the library.

7. Where are our users and what are they doing? Can we understand them better?

9. Let’s get a few definitions out of the way?

10. Definitions Geolocation: “Geolocation is the identification of the real-world geographic location of an Internet-connected computer, mobile device, website visitor or other.”

11. Definitions GPS: “Global Positioning System: a navigational system involving satellites and computers that can determine the latitude and longitude of a receiver on Earth by computing the time difference for signals from different satellites to reach the receiver.”

12. Definitions GIS: “A geographic information system (GIS), or geographical information system, is any system that captures, stores, analyzes, manages, and presents data that are linked to location.”

13. OnStar

14. Apple iPhone Tracking

15. Definitions Geo-IP: Geographic IP address location services can help you to identify virtual mobile or web visitor's geographical location information (i.e. country, region, city, latitude, longitude, ZIP code, time zone, connection speed, ISP and domain name, IDD country code, area code, weather station code and name, and mobile carrier) using an IP address lookup database and technology.

16. Definitions Geotagging: Geotagging, also called geocoding, “is the process of adding geographical identification metadata to various media such as photographs, video, websites, or RSS feeds and is a form of geospatial metadata.”

18. Geotags are automatically embedded in pictures taken with smartphones. Many people are unaware of the fact that the photos they take with their smartphones and load to the Internet have been geotagged.

20. Most modern digital cameras do not automatically add geolocation metadata to pictures, but that is not always true. Camera owners should study their camera’s manual and understand how to turn off GPS functions.

22. Definitions SEO: “Search Engine Optimization” SMO: Social Media Optimization Content Farms, Content Mills

23. What’s GEO good for?

25. Market research – You can collect data and information quietly about user behaviors by capturing geo-data.

29. http://www.facebook.com/

30. BrightKite (local texting)

31. http://brightkite.com/

32. MyTown (Facebook game)

33. http://www.aboutus.org/MyTown.com

34. Loopt

35. http://www.loopt.com/

36. Foursquare

37. http://foursquare.com/

38. Gowalla

39. http://gowalla.com/

40. Twitter

41. http://twitter.com/

42. Social Media Roundup Location-based social networking applications Foursquare, Facebook Places and other applications

43. Twitter Japan’s New Year Sets Record With 6,939 Tweets/Second

45. Most location-based social networking applications focus on “checking in” at various locations to earn points, badges, discounts and other geo-related awards.

47. Users of foursquare use the service to share their location with friends, meet new people and get coupons. Users can also connect and publish their “check ins” to Facebook and Twitter. If someone is not a friend on foursquare they can still track your whereabouts through Facebook.

48. Foursquare has over 4 million users.

50. This feature is available by using the Facebook application for iPhone, touch.facebook.com and Android.

52. Users can build a Passport which includes a collection of stamps from the places users have been.

55. http://blog.twitter.com/2009/08/location-location-location.html

56. Facebook Places

58. Where is my branch? What is the address?

59. How do I drive there?

60. How do I walk there?

61. Can I take public transportation there?

62. What does it look like?

63. Use Google Maps, Street View, Satellite, Earth!

65. http://www.gale.cengage.com/apps/

67. Encyclopedia.com

68. Google / Bing SEO

70. http://www.loc.gov/marc/bibliographic/bd342.html

71. Crosswalk: FGDC Content Standards for Digital Geospatial Metadata to USMARC.

72. http://www.alexandria.ucsb.edu/public-documents/metadata/fgdc2marc.html

73. Crosswalk: USMARC to FGDC Content Standards for Digital Geospatial Metadata.

74. http://www.alexandria.ucsb.edu/public-documents/metadata/marc2fgdc.html

77. Nation targeting, language targeting, campus targeting

78. Political targeting as part of electoral district or state level primaries

79. Political or special interest targeting as part of census data

81. A 1965 iPhone

85. Apple iStore Apps

86. iPad / iPhone / Android / BB Apps – ALL are geo-enabled

87. Local photo collections (such as iPhone shots)

88. Partnerships with local tourism agencies

89. Local history tagging

92. OPAC data (ILS) (You may need to update)

93. Census Data

94. NCES or IMLS Data

95. ARL Data

96. FSU GeoLib Lab & Christie Koontz http://www.geolib.org/about.cfm

98. Who are your core virtual users? Are there gaps?

99. Does learning happen? How about discovery?

100. What are user expectations for true satisfaction?

101. How does library search compare to consumer search like Google and retail or government?

102. How do people find and connect with library virtual services?

103. Are end users being successful in their own POV?

105. Get and use data by geography

106. Protect patron privacy while doing so

107. Chart where virtual users come from and what they do

108. Determine the differences between virtual and on site users

109. Separate library, campus and off-campus use

111. 59% are female.

112. 29% are college students.

113. 5% are professors and 6% are teachers.

114. On any given day, 35% of our users are there for the very first time!

115. Only 29% found the databases via the library website.

116. 59% found what they were looking for on their first search.

117. 72% trusted our content more than Google.

119. 71% of instructors that rated student engagement levels as “high” as a result of using technology in courses.

120. 71% of students who are employed full-time and 77% of students who are employed part-time prefer more technology-based tools in the classroom.

121. 79% of instructors and 86 percent of students have seen the average level of engagement improve over the last year as they have increased their use of digital educational tools.

122. 87% of students believe online libraries and databases have had the most significant impact on their overall learning.

123. 62% identify blogs, wikis, and other online authoring tools while 59% identify YouTube and recorded lectures.

124. E-books and e-textbooks impact overall learning among 50% of students surveyed, while 42% of students identify online portals.

125. 44% of instructors believe that online libraries and databases will have the greatest impact on student engagement.

126. 32% of instructors identify e-textbooks and 30% identify interactive homework solutions as having the potential to improve engagement and learning outcomes. (e-readers was 11%)

127. 49% of students believe that online libraries and databases will have the greatest impact on student engagement.

129. Top detailed searches on your databases (Gale offers this. I assume other vendors too.)

130. User satisfaction with databases and comparisons to others (Foresee)

131. Website traffic (Google Analytics) sources

132. OPAC usage data (Collections vs. traffic)

134. The Baker’s Dozen (one state`s top PL questions) Health and Wellness / Community Health / Nutrition / Diet / Recovery DIY Do It Yourself Activities and Car Repair Genealogy Test prep (SAT, ACT, occupational tests, etc. etc.) Legal Questions (including family law, divorce, adoption, etc) Hobbies, Games and Gardening Local History Consumer reviews (Choosing a car, appliance, etc.) Homework Help (grade school) Technology Skills (software, hardware, web) Government Programs, Services and Taxation Self-help/personal development Careers (jobs, counselling, etc.)

141. Questions

142. Know Your Users Where they are... Libraries are social institutions

143. Stephen Abram, MLS, FSLA VP strategic partnerships and markets Cengage Learning (Gale) Cel: 416-669-4855 stephen.abram@cengage.com Stephen’s Lighthouse Blog http://stephenslighthouse.com Facebook: Stephen Abram LinkedIn / Plaxo: Stephen Abram Twitter: sabram SlideShare: StephenAbram1