When the IT director at North Carolina's Charlotte & Mecklenburg County public library began training staff in the latest web technologies, she lured reluctant participants with bribes – a free MP3 player and the chance to win a laptop.

Six months later, the program they developed is the real prize. Learning 2.0, developed by public services technology director Helene Blowers, has become a surprise grassroots hit, available for free on the web and adopted by dozens of other libraries around the globe.

"The last thing we want is for people to come into our libraries and ask about Flickr or Second Life and be met with a blank look," said Christine MacKensie, director of the Yarra Plenty Regional Library in Melbourne, Australia, which just finished a four-month version of Learning 2.0. "And they certainly won't now."

Google and Microsoft are racing into libraries to digitize the world's books, but the success of Learning 2.0 shows that the human problem of retraining workers is often being tackled from the ground up.

Recognizing that librarians need to know how to participate in the new media mix if libraries are to remain relevant, Blowers challenged her 550 staffers to become more web savvy. Using free web tools, she designed the program and gave staff members three months to do 23 things.

They created blogs and podcasts, tried out Flickr, set up RSS feeds, learned about wikis, uploaded video to YouTube, played with image generators and Rollyo, and explored Technorati, tagging and folksonomies.

"Librarian avatars were popping up all over the blogs," said Blowers, who keeps track of developments on her blog.

Although her original goals for Learning 2.0 were touchy-feely "E's" – exposing staff to new tools, encouraging play, empowering individuals, expanding the knowledge toolbox, eliminating fear – the effects were both practical and financial.

"We don't have to wait for some training company to come along and say, 'For $20,000 we'll show you how this stuff works,'" said Michael Stephens, who wrote Web 2.0 and Libraries: Best Practices for Social Software. "Helene put it on the web so anyone can use that program."

Libraries all over the world are doing just that – moving the entire Learning 2.0 program to their own websites. The program has been duplicated by university and community library systems in Sweden, Australia, Canada and Denmark. In the United States, programs are underway in South Carolina, Florida, Maryland and California. Even the Combined Arms Research Library, a military repository, is trying it.

Now Blowers' program is spreading beyond libraries (even virtual ones, like the teen library in Second Life). A public relations firm wants to set up a Learning 2.0 program for its staff, and several universities and an elementary school want to use the system to educate teachers, she said.

Michael Casey, division director of technology services for the Gwinnett County Public Library in Georgia, calls this movement Library 2.0.

"For libraries, the service aspect makes it as akin to Business 2.0 as to Web 2.0," said Casey, who writes LibraryCrunch. "The 2.0 technology makes it possible to offer a lot without all the licensing and maintenance. It's all free, it's browser-based – it's a technician's dream."

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