Thursday, June 4, 2015

Case Study No. 2003: Sue the Librarian

Librarian's Life: A Day with hoopla
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Added: 6 months ago
From: hoopladigital
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[scene opens with a young female librarian (curly brown hair tied back in a bun, white shirt) using the Hoopla app on her tablet]
NARRATOR: Hoopla can be a part of everyday life, for everybody. Just ask Sue. She knows.
[she takes a sip from her cup of coffee, then the camera pans out to show her family giving her kisses before she leaves for work]
NARRATOR: She's a mom, a librarian, and a Hoopla user.
[cut to a closeup of the librarian's phone, as she uses the Hoopla app to load up Maroon 5's "Maps"]
NARRATOR: Her day starts by taking Hoopla on the road ...
[the camera pans out to show that the librarian is listening to the song while jogging]
NARRATOR: Literally.
[cut back to the librarian's house, as her elderly mother uses an iPad in one room, while her daughter uses a laptop in another (both using the Hoopla app)]
NARRATOR: Leaving her family at home to experience Hoopla on their own.
[cut back to the librarian jogging]
NARRATOR: And even before her workday begins ...
[cut to the librarian getting in line at a coffee shop]
NARRATOR: The librarian in her comes out.
[she notices the woman in front of her has a fidgety child, so the librarian takes out her earbuds and shows the Hoopla app on the woman's tablet]
NARRATOR: Using Hoopla to help others explore.
[the woman smiles, then hands the tablet to her daughter (which has Suzanne Collins' "Mockingjay" ebook loaded up)]
NARRATOR: Streaming or downloading free digital movies, music, and more ... twenty-four-seven with their library card!
[cut to a split-screen, showing the young girl listening to the book in the coffee shop on one side, and the librarian entering the library on the other]
NARRATOR: It's like a library in their pocket.
[cut to the librarian (now with her hair in a ponytail and wearing glasses) helping a male patron with his phone]
NARRATOR: With hundreds of thousands of titles they can choose ...
[cut to the librarian standing in front of a group of patrons, while Charles Davis' "Deep Space Exploration" is displayed on the projection screen behind her]
NARRATOR: And all with no waiting to play.
[cut to another person speaking at the podium, while the librarian stands in the background texting "Movie night?" on her phone]
NARRATOR: In fact, when her hectic day is done ...
[cut to the librarian's husband at home checking his phone, as he texts back "Yes!"]
NARRATOR: And it's time to have some family fun ...
[cut to the librarian's mother and daugther doing yoga, as the mother texts back "I'll make popcorn!"]
NARRATOR: There's just one more thing for Sue to do ...
[cut to the librarian's family sitting on the couch, as she joins them with the Hoopla app running on her tablet]
NARRATOR: Enjoy the time with Hoopla!
[cut back to the librarian jogging]
NARRATOR: Begin to experience ...
[cut back to the little girl in the coffee shop, listening to the ebook]
NARRATOR: Explore ...
[cut to the librarian's mother using her iPad]
NARRATOR: And enjoy Hoopla yourself!
[cut back to the family watching a movie and laughing]
NARRATOR: At hoopladigital dot com, or download the Hoopla app today!
[cut to a shot of the Hoopla logo]
NARRATOR: Instantly borrow digital movies, music, and more twenty-four-seven, free with your library card!



Hoopla transforms public libraries into digital media hubs
By Tom Foremski for Tom Foremski: IMHO | May 28, 2014 -- 21:51 GMT (14:51 PDT)

Hoopla Digital is based in Toledo, Ohio proving that you don't have to be in Silicon Valley to come up with great business ideas. Hoopla has pulled off a stunning achievement, it has managed to negotiate the right for local libraries to lend digital versions of Hollywood movies and music as if they were physical artifacts on their shelves - and library members can view them on Hoopla's smart phone and tablet apps.

Here's my notes from a recent conversation with Hoopla founder Jeff Jankowski (above, showing off the smart phone and tablet apps):

* About $11 billion is spent on public libraries and their budgets, every year in the US. California spends about $12 per resident on public libraries, New York has the highest at $53.
* Hoopla is financed by its parent company Midwest Tape, which was founded in 1989 to distribute cassettes and other forms of media to public libraries, complete with each library's labeling and index information printed and attached. Jankowski called it a light manufacturing operation.

When Jankowski joined it had $200,000 in annual revenues, he helped build revenues to $150 million and create relationships with nearly every public library in the US. This long and trusted relationship with public libraries is a big advantage for Hoopla Digital and why it has had a positive reception from librarians.

* How it works: Anyone with a library card and a local public library that has joined Hoopla, can borrow a digital movie, music album, or audio book. Typically, public libraries allow up to ten items to be borrowed per member.
* There are no limits on how many people can borrow a specific title as is the case with the physical objects themselves: DVDs, CDs, etc.
* Jankowski is proud of his agreements with studios and music publishers because of the limitless lending provision. Licenses for lending media to others have generally treated each digital version as if it were a physical object that has to be "returned" before anyone else can borrow it. Hoopla has managed to convince publishers that there is no sense in creating a false scarcity when it comes to meeting demand from people "borrowing" their titles.
* The libraries are charged a fee of $1 to $2.99 per movie or music album and can set limits so that their lending stays within their monthly budgets.
* Hoopla has signed up all the Hollywood studios except Sony. It's an impressive feat but the deals require minimum monthly payments so Hoopla is keen to roll out its services as quickly and as widely as possible.
* The Hoopla web site and its mobile and tablet apps look great. They were developed using a team of about 13 developers located around the US and led from Toledo.
* E-books are coming but the progress is slow. There are also plans to showcase local music and movie producers in each public library town.
* San Francisco public library offers Hoopla Digital to its members. There are more than 50,000 movies available.
* Jankowski notes that public libraries are terrible at any form of publicity and that means Hoopla has to get the message out in each town and city.
* I mentioned that it would be great to have the public library and its events and message board better represented on the Hoopla web site for each user, creating a tighter connection between the library service and its community.

Foremski's Take: It's a good idea and looks to be well executed so far. The apps are top class and well designed. It proves you don't need to be in Silicon Valley and you don't need venture-capitalist money to launch an ambitious consumer digital media service.

Its biggest challenge is the national marketing effort required to promote the service because local public libraries are terrible at promotions of any kind. The monthly minimum royalty payments Hoopla has to make to Hollywood will quickly become a heavy burden if its marketing budget fails to rouse enough users.

Hoopla is an example of how we are moving into a post technology world where the idea and its execution is what matters. The underlying technologies of the web and the connected mobile device have become near ubiquitous and powerfully simple to use - what will we use them for? That's when tech stories become interesting again, and move beyond tech product stories.



Celebrate the Holidays with hoopla!
November 18, 2014

"Holidays with hoopla," is so much more than a celebration of the Holiday Season, it's a celebration of you as librarians and how you make every day special for patrons!

You'll see tons of gifts for you to share with your patrons this season – eight Holiday music collections, and piles of movie and audiobook Holiday memory-makers to experience, explore and enjoy. Plus, we've included a special Holiday gift salute especially for you!

Take advantage of "Holidays with hoopla," and become a "Holiday Hero" this year. As patrons come knocking at your door for movies, music and more, you're sure to have plenty to fill all the new gadgets they'll be getting from the store.

"Holidays with hoopla" magazine is available in digital form immediately, and will be delivered to your library in print any day now. Be sure to watch for it!



The Perfect Gift (and Re-Gift)

It's you! As we thought about what the perfect gift would be, what came to mind is what you share with patrons every day – yourself – a gift you re-gift daily.

And so, we set about creating a visual window into the librarian's life that we hope you'll use to re-gift to patrons again and again. Yes, it talks about how "Sue" the librarian uses hoopla during her day, but more than that we wanted to show how the librarian's life today is a 24/7 giving and guiding experience, a lot like hoopla itself.

As a matter of fact, that why we're perfect partners - you and hoopla. We share a devotion to service; a dedication to help others find their own sense of individuality.

Our special thank you goes out to Onondaga Public Library in Syracuse, NY, the setting for our in-library scenes. We hope you enjoy our gift to you! Below are just a couple of ways we could think of to re-gift the video to your patrons:

* In-branch TV (Loop)
* Library Website
* Library Social Media

To add a little Holiday fun and flair to our visual gift, hoopla would like to provide you with three versions:

Version 1: (Original) "Librarian's Life: A Day with hoopla"
Version 2: Original plus vignette of "How the Librarians Saved Christmas"
Version 3: Video vignette only - "How the Librarians Saved Christmas"


Holiday Heroes
How the Librarians Saved Christmas

Twas the month before Christmas
When we heard the librarians say
"What to do this year for our patrons
"On this most busy day?"

They will surely be here searching
For selections galore
We'll need to find everything
Movies, music, and more!

So they manned the front desk
and thought hard a long while
Then suddenly the Director
Came running up the aisle.

"Well?" she asked woefully
And with nary a smirk
"Have you found this year's answer?
"Will anything work?"

"Why, Christmas is coming
On our doors patrons will be knocking
To the holiday collections
They will come flocking."

"They'll come in all shapes,
All sizes, and all ages.
And just like last year,
They'll come turning pages."

"If you remember that time
The time it took no time at all
Holiday titles all vanished,
Not one left to borrow on any library wall."

The librarians then shared a glance
And replied with a knowing grin
"We can only think of one service
That lets every patron win."

"It's called Hoopla," they said
"With lots of movies, music
And tons more to explore."

"They'll get immediate access
On every gadget
They can possibly get from the store!"

Now, on the day after Christmas
All the patrons had no sorrows
They were happy Hoopla was there
And they all had library borrows

With people beaming over their gadgets
In states of unwrap
The librarians could finally rest
And take a well-deserved nap.

As patrons everywhere
Chimed together in glee,
"On iPad! On Galaxy! On Apple TV!"

The librarians answered proudly
From the library's hall,
"Browse away, browse away
"Browse away all!"

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