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Models of Embedded Librarianship Prepared and Presented by David Shumaker and Mary Talley And Friends Washington, DC June 16, 2009
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Page 1: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Models of Embedded Librarianship

P r e p a r e d a n d P r e s e n t e d b yD a v i d S h u m a k e r a n d M a r y T a l l e y

A n d F r i e n d s

W a s h i n g t o n , D C J u n e 1 6 , 2 0 0 9

Page 2: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Funded by a Research Grant from

the

Special Libraries Association

2© Shumaker & Talley 2009

Page 3: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Acknowledgements

We wish to thank:

– The SLA Research Committee and its chair, Dr. Eileen Abels

– John Latham, SLA Information Center Director

We would not be able to make this presentation without the essential contributions of:

– Wendy Miervaldis, Part-time Lecturer in Mathematics, Catholic University of America (Statistical Consultant)

– Carla Miller and Acacia Reed, graduate students, Catholic University of America, Research Assistants

3© Shumaker & Talley 2009

Page 4: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Agenda (1)

Introduction– What is Embedded Librarianship?– Why study it?

Research report– Research plan and methodology– Research findings

Recommendations and Conclusions– Success factors– Models of Embedded Librarianship

4© Shumaker & Talley 2009

Page 5: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Agenda (2)

Panel discussion

– Dushanka Keane, Dupont Corporation

– Bob Oaks, Latham & Watkins LLP

– Michele Tennant, University of Florida

5© Shumaker & Talley 2009

Page 6: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

What Is Embedded Librarianship? What Are We Talking About?

It goes by many names: clinical librarian, specialist librarian, informationist, liaison, …

6© Shumaker & Talley 2009

Page 7: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

the librarian moves out of the library into a customer space …

the customer group pays the librarian’s salary …

, a special relationship is created …

Themes in the literature include:

– Specialization; specialized knowledge, roles, and functions

– Co-location with information users, away from a library

– Funding by a user group

– Shared responsibility for achieving user group’s goals

7© Shumaker & Talley 2009

Page 8: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Our Vision of Embedded Librarianship

Customer Centric not Library Centric

Located in their Workplace not Our Workplace

Focused on Small Groups not Entire Populations

Composed of Specialists not Generalists

Dependent on Domain Knowledge not only Library Skills

Aiming for Analysis and Synthesis not simply Delivery

In Context not Out of Context

Built on Trusted Advice not Service Delivery

8© Shumaker & Talley 2009

Page 9: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Why Study Embedded Librarianship?The traditional library service model is in decline:

“Business leaders think Google is all they need.”--SLA Alignment Project

“46% of students believe they are “very skilled at using the Internet toeffectively and efficiently search for information; 33% believe they are“expert” in this regard”

--ECAR Study of Undergrad Students and IT, 2008

“The Internet and Google have changed the information landscape.Libraries now compete for a share of the information market.”

--E. Stewart Saunders, Reference & User Services Quarterly

...many libraries report a decline in demand for reference services

9© Shumaker & Talley 2009

Page 10: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

The embedded model offers a way forward to:

“the quality of information, the efficiency of dissemination, and level of analysis which IPs uniquely provide”

“emphasis on relevance, access and timeliness vs. the packaging and format of distribution”

the skill sets of IPs in terms of better end-products and bottom-line results”

--SLA Alignment Project

10© Shumaker & Talley 2009

Page 11: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Why Study Embedded Librarianship?

And one more thing:

Broad, analytical research on successful implementations is lacking

Somebody needed to do it! 11© Shumaker & Talley 2009

Page 12: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Research Goals

criteria of “embeddedness” for library and information service programs

indicators of success and identify successful (model) programs

data about the practices followed by model programs in initiating, operating, and evaluating their services

recommendations for other librarians 12© Shumaker & Talley 2009

Page 13: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Research Plan: Overview and Timeline

Jan. 08 July 08 Nov. 08 Apr. 09 June 09

Phase 1 Survey:Identify embedded librarians

Phase 2 Survey:Follow-up with embedded librarians from Phase 1

Phase 3 interviews:Gain in-depth understanding from a small number of successful librarians, their managers and customers

Notification of award Final report

Literature content analysis continued throughout 13© Shumaker & Talley 2009

Page 14: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Survey 1 Overview

Survey Sample

10,000: SLA Members

3000: Random Sample

1001 Responses

30% Response Rate

Survey 1: Design

19 Questions

3 Eligibility Questions

278 Embedded

28% of SurveyResponses

14© Shumaker & Talley 2009

Page 15: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Survey 1 & 2 Populations

3000

1001

961

617

278

234

124

0 500 1000 1500 2000 2500 3000 3500

Sample

Survey 1 Respondents

Survey 1 Employed

Survey 1 Service Providers

Survey 1 Specialized …

Willing to Participate / …

Survey 2 Respondents

15© Shumaker & Talley 2009

Page 16: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Overview of Findings

16© Shumaker & Talley 2009

Page 17: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Organization and Industry Types

Organization Type Industry Type (5 Largest)

17© Shumaker & Talley 2009

Page 18: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Organization and Industry Types

61% of Academic Respondents provide specialized services (61:39 ratio)

6 of the 17 Industry Types have a larger percentage of special service providers than non-special service providers

Embedded Percentages by Industry TypeOrganization Specialized

Education 59%Financial Services 56%Information Services, Data Processing 54%Technology (Computers and technology) 54%

Biomedical and Pharmaceutical 52%Media 51%

18© Shumaker & Talley 2009

Page 19: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Longevity

of Respondents are in programs initiated 7 or more years ago

19© Shumaker & Talley 2009

Page 20: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

9%

30%37% 40%

52% 47% 50% 53%

0%

20%

40%

60%

80%

100%

2 to 9 10 to 24 25 to 99 100 to 499

500 to 999

1000 to 2499

2500 to 9999

10,000+

Total Employees

Organization Size

Large institutions are more likely to offer Specialized Services20© Shumaker & Talley 2009

Page 21: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Describing Embedded Librarians: Knowledge

Embedded Librarians acquire domain 

knowledge through continuous 

learning, but not always through 

formal degrees in a related subject.

21© Shumaker & Talley 2009

Page 22: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Knowledge

Survey 2, Q13, 14

• Post -bachelors degree24%

• Undergraduate degree in a related field

44%

• MLS80%

• Attend classes, conferences in customers’ domain80%

• 5+ years experience50%

respondents did not have a degree in progress and most rated the delivery of services as very successful.

22© Shumaker & Talley 2009

Page 23: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Building Relationships

Embedded Librarians’ build strong 

relationships with their customer 

groups, generating services and feeding 

demand. 

23© Shumaker & Talley 2009

Page 24: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Building Relationships

Train group members

Meet with senior group members

Collaborate on e-workspace

Attend group’s work-related

meetings

Regular customer meetings re info

needs

Attend domain-related class or

conference

Collaborate with group on work

24© Shumaker & Talley 2009

Page 25: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Services

Embedded librarians combine their expertise in information services with their domain knowledge to provide sophisticated contributions to their customer groups’ work.  

Customer Groups reward them with increased demand for services.

25© Shumaker & Talley 2009

Page 26: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Services

Survey 2, Q18, 19, 20 26© Shumaker & Talley 2009

Page 27: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Organizational Models

Implementation of embedded 

library services programs differs 

widely among organization types. 

27© Shumaker & Talley 2009

Page 28: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Organizational Models

For-Profit: Academic

Building Relationships

28© Shumaker & Talley 2009

Page 29: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Organizational Models

Academic:more likely to:

For Profitmore likely to:

Building Relationships

29© Shumaker & Talley 2009

Page 30: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Organizational Models

Academic:more likely to:

For Profitmore likely to:

Provision of Services

30© Shumaker & Talley 2009

Page 31: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Overview of Findings

31© Shumaker & Talley 2009

Page 32: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

How Do You Spell Success?

Self-evaluation

Growth

Longevity

32© Shumaker & Talley 2009

Page 33: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

29%

62%

7%

1%0%

1%Very successful

Successful

Neither successful nor UnsuccessfulUnsuccessful

Very unsuccessful

No Opinion

Self Evaluations

Survey 2, Q 37

116 responses

33© Shumaker & Talley 2009

Page 34: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Objective Indicators of Success

Group 1Demand for servicesNumber of services Staffing over time

have all gone up:

11 respondents

Group 2Demand for servicesNumber of services Staffing over time

have all remained flat or declined:

Not so sure …

16 respondents

Page 35: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Significant Differentiators – 1

Marketing and PromotionWord of Mouth advertising*Print Promotional Materials*Formal Orientations**

35© Shumaker & Talley 2009

*Most significant – 1% Level **Significant – 5% Level

Info

Sale

To-day!

Page 36: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Significant Differentiators – 2

36© Shumaker & Talley 2009

Service EvaluationMetrics Are Used to Evaluate Services*Financial Measures (e.g. ROI) Are Used*Anecdotes Are Used**Numeric Counts Are Used:

Research Projects*Documents Delivered**Reference Questions**Training Session Attendance**

*Most significant – 1% Level **Significant -- 5% Level

Page 37: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Significant Differentiators – 3

ServicesIn-Depth Research*Competitive Intelligence**Instructional Responsibility shared with faculty** Data Analysis**ILL/Document Delivery**

37© Shumaker & Talley 2009

*Most significant – 1% Level **Significant at 5% Level

Page 38: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Significant Differentiators – 4

Management Support

Organization Management authorization notrequired to initiate specialized services*

Customer manager facilitated integration**

Customer manager provides input to performance review**

Written agreement exists with Customer**

Library manager authorized services**

Continuing education is required**

38© Shumaker & Talley 2009 *Most significant – 1% Level **Significant at 5% Level

Page 39: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

Conclusions and Recommendations

39© Shumaker & Talley 2009

leadership by library managers is criticalHire librarians who can build strong relationships with their customersLet them learn the organization and the subject domainEmpower them to offer the right servicesBuild alliances with customer managementSupport the work of embedded librarians with:

Effective promotionSystematic evaluationConsistent two-way management communication

Page 40: Models of Embedded Librarianship...“The Internet and Google have changed the information landscape. Libraries now compete for a share of the information market.” --E. Stewart Saunders,

The Virtuous Cycle for Embedded Library Services

1. Hire staff who can build relationships

5. Support librarians’ work

• Effective promotion• Systematic

evaluation• Consistent two-way

management communication

2. Let them learn the organization and the subject domain

3. Empower them to offer the right services4. Build alliances with

customer management

40© Shumaker & Talley 2009


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