Cycling for Libraries Day 4 - The Power of the Site Visit
Jinfo Blog

By Robin Neidorf

Abstract

On the fourth day of the Cycling for Libraries "unconference" FreePint's director of research, Robin Neidorf, sees how the SCA information centre has successfully embedded itself at the heart of the organisation.

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After a very long day of cycling in Sweden, from Uddevalla to Göteborg, we took an easier day in Göteborg and visited several different environments in small groups.

I joined the group that visited SCA Group, a manufacturer of forest products, hygiene products and paper goods. The tour leader was Elinor Magnusson, head of the information centre at SCA. 

Elinor presented the history of the information centre, which was initially founded as a library in the early 1990s. Since then, the scope of services have undergone the expected range of evolutions, including moving reporting within R&D to its new home (as of 2012) in the competitive intelligence function.

For several participants on the tour - primarily professionals who work in public and academic libraries - the visit was one of their first exposures to a corporate information centre. "What does a librarian do here?" more than one asked. The strategic role of information expertise in a corporate setting was a new concept, even to other information professionals.

Strategy for Success 

The information centre has survived and even thrived through several reorganisations. Elinor recognises how unusual this is, in a world in which so many information centres have been shut down. Her strategy for this success, in brief, includes focusing on:

• Their unique competence: LIS training and expertise, and how it delivers value to the ability of staff to make smarter decisions

• Customised services and deliverables: instead of taking a "productised" approach, the information centre focuses on bespoke projects, tuned to the specific needs of the customer

• Staying relevant: following the winds of change within the organisation and making smart decisions about how to communicate value to different stakeholders.

I asked her if the information centre has difficulty gaining visibility with their target audience. "No," she said, "they know we're here and they know to ask us for help."

Even that positioning is strategic, however: when Elinor had input into where she wanted the information centre to be positioned within the building, she requested placement next to the cafeteria.

Clever Positioning

And as we concluded the tour, we were able to see for ourselves: a bright and airy indoor courtyard for eating... and to the side but clearly visible, the sign reading "Information Centre". Next to it we found a rack of newspapers for staff to read during their breaks, and a small seating area with comfortable benches.

That's visibility, relevance and getting embedded in the consciousness of your audience. It's the kind of thing that a site visit can highlight, in a way that no traditional conference presentation can accomplish.

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