being earnest in the new normal, anthea stratigos (ceo, outsell, inc.)

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Anthea C. StratigosCo-founder & CEO

Being Earnest in the New NormalChoose Your Future

The Charleston ConferenceCharleston, N.C.November 6, 2014

Confidential

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

About Outsell

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Choose Your FutureDewey Readmore Books or 22 Jump Street

3

22 JUMP STREETCourtesy of Columbia Pictures

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

The Big Picture

Courtesy of Universal Studios

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

A Story

5

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

6

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Shift Happens!

7

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

8

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

The InformationIndustry

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

B2B Trade $30.6

Credit & Fi-nancial $52.8

Education Content,

Technology & HCM $111.4

Legal & Regu-latory $20.4

Market Re-search, Re-

ports & Services

$41.2News $78.3

Scientific, Technical &

Medical$32.5

Search, Aggrega-

tion & Syn-dication $86.9

Consumer Books &

Magazines $82.9

Yellow Pages & Directories

$21.7

Marketing Ana-lytics, Automa-

tion & CRM $23.4

Marketing Services$113.2

Governance, Risk & Com-pliance $43.0

$738 Billion

Information Industry Ecosystems 10

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Vendors – Key Issues

11

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Libraries – Key Issues

12

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Library Budgets

13

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Librarians Ambivalent about Vendors

Easier to do business

More flexible about licensing options

More flexible about packaging bundles

Providing better usage metrics

Simplifying licenses

More transparent about pricing

Providing better customer service and support

0 10 20 30 40 50 60 70

Neither agree nor disagree

Percent

14

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Executing &Delivering Value

Getty Images

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Have the Right Team

16

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Library as Strategic Marketer6 steps to value

Have a strategy and a mission1

Build a target market map2

Complete a needs assessment3

Weed and feed portfolio of services 4

Brand and market internally; deliver ‘wow’ 5

Measure ROI and value6

17

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Have a Strategy “My library has a well-developed strategy to meet changing user needs and research habits.” – Ithaka Study 2014

Percentage of respondents who strongly agreed, over time.

18

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Map Target Markets

Services & Library Offerings

Key User Groups or Schools

Administration

19

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Understand What Users Want

20

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Understand NeedsWhat is the main reason for going into the library?

60%

27%

5%4% 4%

To have a quiet place to study

To do research, look up books and manuscripts, or write

To socialize, a place to hang out with other folks

To access online databases

Othern = 400 4-Year College or University Students

21

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Benchmark

Someone’s Boat, View, or Home is Always Better

22

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

What to drop

What to add

What to ask for $ for

What to target to whom

Establish Your Portfolio

23

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Brand Your Experience

24

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Market in Purposeful Rhythms

25

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Deliver Wow

26

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Measure ROI and Value

27

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Be Sure to Play and Enjoy Results

28

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Choose Your FutureDewey Readmore Books or 22 Jump Street

29

22 JUMP STREETCourtesy of Columbia Pictures

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

Q&A and Discussion

A d v a n c i n g t h e B u s i n e s s o f I n f o r m a t i o n

© 2 0 1 4 O u t s e l l , I n c .

About Outsell

Outsell, Inc. is the world’s only research and advisory firm focused solely on media, information, and technology. We use a time-tested, quality-proven, top-secret blend of data, brains, community, and pizzazz to produce extraordinary value for our clients. Elite information industry executives from all over the world look to Outsell for trusted advice, bold insights, and confidential access to exclusive intelligence and decision support. Outsell has your back. You’ll stay more focused, save time, and grow revenue in a fast-changing, global, digital environment, and sleep better at night. Guaranteed.

www.outsellinc.cominfo@outsellinc.com

Burlingame, CA · USA+1 650-342-6060

London · United Kingdom+44 (0) 20 8090 6590

The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and its staff’s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the Content is accurate as of the date published. However, the industry information covered by this report is subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this report and Outsell assumes no liability related to claims concerning the Content of this report.

31