This is brilliant: Broken library communications and how to fix them

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Very occasionally I feature someone else's slides on this blog, and this is one of those times - because this presentation brilliantly elucidates almost everything I feel about modern library communication.

Broken library communications and how to fix them from Information and Library Services, Cambridge Judge Business School

(Andy and Ange are on Twitter if you want to follow them for more.)

I worry that there's a sort of echo-chamber thing here, where people who already think like this nod and go 'yes absolutely' and people who don't agree shake their heads and say 'but what about [insert reason to carry on doing things ineffectively here]?' and none of us really change our thinking - but I hope that's not the case.

I think some people might think that the issues described in the presentation above are window-dressing or otherwise somehow superficial, but they absolutely are not - communication is at the heart of what we do in the information profession.

All of these things add up to make a huge contribution to the user experience - and ultimately the user experience defines whether your library is successful or not.

So in keeping with the advice in the slides, let's end with a call to action - is there one change you can make to the way you or your library does things, based on the above? Whether it's simply amending your signs so that if they say 'You can't do X here' they ALSO say 'but you can do it in location Y - here's how to get there' or a full-scale review of the communications in your institution, try and make a change! 

Why have an institutional blog?

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If you work for a non-profit institution, the chances are you could benefit from having a blog. Libraries, charities, academic departments, pressure groups, research projects - in all of these cases if you have a static website, it's worth adding a blog too (and if you're about to create a static website, stop! Create a blog instead, and just include all the other pages you'd planned).

Forgot what you might have heard about blogs dying or being 'over', blogs are great for non-profit organisations. Ultimately they're just a way of getting information online, either to show people or for them to find on their own. It doesn't matter if people don't subscribe to your blog, or even if they understand whether or not it IS a blog at all. It's just a way to connect people with that they need.

Why are blogs so great? What matters is what they do for your audience. They make your information easier to find, and easier to use. There are a number of key reasons it's worth setting one up for the types of institutions listed above.

1. Blogging platforms come mobile-ready

This is essential now - already the world accesses the internet more on mobile devices than on desktops. People check for information on the go, wherever they are. You need to greet people with a mobile option. Wordpress, Blogger, Tumblr - all of these automatically create attractive, functional mobile versions of your blog (and its associated site). This particularly vital if your main institutional website ISN'T mobile ready - for example if you're an academic department trying to attract new students, and your wider University site only has a desktop version for now. 

2. Google loves blogs

By which I mean, blogs tend to be ranked highly by Search Engines.

Google - and every other Search Engine - likes regularly updated content, and so ranks blogs better accordingly. Google doesn't ACTUALLY love blogs (first it got rid of its RSS Reader, and now the very useful Google Blog Search has been given the push too) but due to the fact that new, well tagged and and well described content is consistently being added to the site via blog posts, there's more for Google to find. Another major thing search engines like is incoming links - people linking to your site from theirs. This is more likely to happen if you publish engaging content regularly than if you have a static site with basic 'About' information on it.

You don't need to become obsessed with SEO or to frantically chase hits to your site - you just want the maximum number of relevant people to find the content you create, with the minimum of fuss. Blogs help with this.

3. You can have URLs for everything

People share things with their network and with their peers all the time. And the way they do this is to point people to a link - a URL - and say 'have a look at this useful content'. A blog allows you to do this well: each post has its own URL, so each set of information can be discretely linked to.

This is much more desirable than the alternatives.

• If you have ALL your information on one webpage this becomes harder to do ('have a look at this useful content, 3/5ths of the way down the page, buried under that less relevant stuff')
• Or even worse, if you just put the info in emails so people have to copy and paste the text and can only really send it on via another email
• Or, worse still, have the info in a PDF so no one ever looks at in the first place let alone shares it
• OR, perhaps worst of all, simply delete the info on a static page and replace it with new info as you go along, meaning there's no legacy for anything you've done online

An institutional blog helps you to curate your own information and ideas more effectively, and makes it easy for others to find and then share with their peers. 

4. Blogs are easy to use

As anyone who was wrestled with an institutional Content Management System will attest, the value of just being able to Put Something Online quickly and easily is not to be underestimated... Blogs are simple to use - if you can use Microsoft Word then you're 99% of the way there in terms of writing posts - and it's a great way of linking to and embedding multimedia.

There are no barriers between needing to put something online and being able to do so, which is hugely useful for organisations.

5. Blogs are actually a very easy way of building a regular website

Although the specific blog-posting features are useful for all the reasons listed above, in terms of creating a regular website the blogging platforms are probably the easiest way to go about it. Increasingly there are good website-making tools available, some of which I've lined up for review on this very blog a bit later on, but you either have to pay, or compromise on things like bandwidth limits in a way the blogging platforms don't require you to do.

I built my band's website in Wordpress because that was the quickest, easiest way to make an attractive and fully-featured site - the actual blogging is a very minor part of what that site is for.

6. Blogs are free

Last but not least, your org doesn't need to put any financial investment into creating a blog. Blogger and Wordpress (and Tumblr) are free to use.

You CAN spend money if you want to. I recently created this site, using Wordpress, for the Learning & Teaching Forum at the University of York.

Click to go to yorkforum.org - created in Wordpress.com

It took less than 3 hours to complete (thanks to the power of Wordpress's brilliant platform) and although we could have done it for free, we went for the 'Premium' option - for $99 per year we get our own domain name, more storage space, a wider selection of visual themes, and the promise that no advertising will appear on our pages. However, you may not require those features - I've also run lots of completely free Wordpress sites (and Blogger sites) which have worked absolutely fine.

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What are the downsides of having a blog? It takes time to upkeep - and a sad, neglected blog can sometimes do more harm than not having a blog at all. The key is to link the blog in with your daily activities, rather than constantly casting about for things to blog about or people to write posts - so in the Learning & Teaching Forum example above, the blog is about events, workshops, and the regular magazine - and most of the rest of the site is populated by appropriately tagged blogposts too, meaning the upkeep is low.

Make sure several people have owner permissions of your institutional blog - you don't want to lose access if one member of staff leaves... And it's good to share the burden.

So if you don't currently have an institutional blog and I've convinced you to set one up, where do you start? Here's a guide to the four main blogging platforms. I'd recommend Wordpress, and eConsultancy have an absolutely comprehensive guide to setting up a good Wordpress site, so have a read of that.

Good luck!

The 4 Most Important PowerPoint Rules for Successful Presentations

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I have been working on these slides, 10 minutes at time here, 15 minutes there, for MONTHS! I finally uploaded them to Slideshare this morning.

There are a few reasons for making these. First of all it's separating out what is essential in slide design, to what is merely desirable. There's a million and one guides to creating nice PowerPoint slides and a lot of them focus on what is desirable, but that can often be too much information if you want to improve your presentation materials but you're not sure where to start. The presentation below focuses on the four rules which REALLY matter (backed up by actual research) - and as it says in the slides, an attractive presentation is actually just a byproduct of an effective presentation. Follow the four rules below and you will be making effective PowerPoint slides which communicate effectively and make your message stick.

The 4 Most Important PowerPoint RULES for Successful Presentations from Ned Potter

Another reason to make these is my understanding of what matters with slide design is evolving over time, so this reframes some of the things I've highlighted in previous presentations. It covers some of what we talk about in my Presentation Skills Training; I realise not everyone who wants to attend these can get to them, so wanted to disseminate some of the guidance they contain more widely. (If you're already booked onto a workshop don't worry though - the information above is a small part of the full content of the day!) 

I hope people find these useful. In my experience the easiest way to make a big difference to how effective your presentations are is to start with the materials (for teaching as well as conference presentations) - a great set of slides makes the audience sit up and take notice, which in turn gives you the confidence to deliver a better presentation.

If you'd rather use a design tool to help craft your slides for you, check out Canva and Haiku Deck from Presentation Tools Week.

7 Super Slide Styles to download, copy, and adapt

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I love slides, as I've said before. One of the biggest problems people have when trying to make something effective and visually arresting is simply knowing where to start. Or having not much time at all, so they can get together the content but don't have chance to put it into a new style.

So with that in mind, I've created the presentation below. It features the same information presented seven different ways; if you like any or all of them, you can download the original PowerPoint from here, and do whatever you want with it. Delete the bits you don't want, modify and build on the styles you like.

7 super slide styles to download, copy and adapt from Ned Potter

I've not done this before, provided a sort of OER version of a presentation, so I'll be interested to see if people find it useful. I hope the templates can work in some situation or other for you, particularly if you're stuck for inspiration. It may be that you take a slide style and use it throughout a presentation, or it may be that you take one or two styles and just use them as a blueprint to give you a head-start, and then change them completely.  It's entirely up to you, you can do whatever you like with them - and although it would be great if you could credit me somewhere, don't worry if you can't fit it in. I'm not releasing them under a Creative Commons Attribution license, I'm just putting the whole thing into the public domain.

Something I need to make clear though (and thank you to Andrew Preater for flagging this up to me) is that the images are Creative Commons images (rather than public domain), and so if you want to use those images specifically you need to respect their original licenses! Each of them is linked to, both in the presentation itself and with its creator's name at the end of the presentation, so you can see the kind of Creative Commons licence they have. In all cases, they need at a minimum for the creator to be attributed. Obviously the images I've used here are just in there as examples, I'm expecting people to take the slide designs and redo them with their own content - but if you do decide to keep them, keep their Creative Commons status in mind...

For 6 of the styles I've included a little arrow in the breakdown section with a link to a full set of slides created somewhat in that style (most by me, a couple by other people) so you can see what an expanded version might look like.

To adapt and build on these styles if you like them, the right-click menu in PowerPoint is your friend. Firstly if you right-click on the little slide preview pane, you'll find the 'Duplicate' option. Duplicate the slide you like, then edit the contents. Right-clicking on the main slide edit view is vital here too: the menu it produces allows you to recolour text boxes or backgrounds, change the picture (but retaining size and positioning), copy elements you like and paste them elsewhere, blur or darken images so you can write directly onto them, etc etc. This allows you to take a single slide and build a presentation with a cohesive visual theme around it, rather than just having literally the same slide several times with different words on it.

Good luck making your slides, and let me know what you do with the templates! (You don't have to. I'm just curious to see whether people make things using these as a building block, and what they're like...)

Email Communication Part 2: Measuring Impact, Subject Line Length, Email Frequency & More

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Earlier in the week I wrote about the basics of good email communication, the three Ts. In this follow-up I want to cover a few more complex things which didn't fit in the previous post, particularly around the theme of an email newsletter.

Why do people unsubscribe from mailing lists and newsletters?

Reasons people no longer want to receive a regular email from an organisation include, in ascending order of importance according to Litmus: Found an alternative way to get the same info, Preferred to seek out info on their own, Found the content irrelevant, Received too many emails generally, Found the content to be repetitive or boring over time.

And in First Place? 54% of people said the reason they unsubscribed was this: Emails came too frequently. Don't over-saturate your audience - pick your moments, based on THEIR needs, the lifecycle of their work, and on how much vital information you have to impart. Which leads us to...

So how frequently should I email?

In Part 1 of this post I talked about the importance of being Timely - emailing at the right time of the day so that your email is received both at a time when people actually read emails and when yours isn't buried under a pile of other emails coming in at the same time. 3pm appears to be the sweet spot.

There's another aspect to being timely though. Firstly, Monday appears to be the best day on which to send an email newsletter - for all the reasons you'd imagine (people are still full of vim and vigour early on in the week, and not yet weighed down by all the things they wished they'd got done but ran out of time to do).

Secondly, I believe it's really important NOT to email to a fixed schedule, for example the first Monday of every month. A vital aspect of good communication is not wasting opportunities by communicating when you don't need to - it reduces the value of your communication overall and edges you closer to becoming part of the white noise. So send your newsletter or other 'important updates' email only when there's a weight of useful things to say, rather than just when it's the time you usually send it. Communicate because your audience NEEDS to hear what you have to say, rather than because you need to send a monthly update.

How long should my subject line be?

Click to view this as part of a larger (and very useful) article on EmailAudience

Click to view this as part of a larger (and also quite useful) article on MailChimp

I mentioned in Part 1 that I think the Subject Line is hugely important, and that calling your email 'Newsletter' is a recipe for being completely ignored. You need a decent title, one which gives people a specific reason to open the email; a benefit to them.

As to how long this subject line should be, there is conflicting evidence about this. EmailAudience found that very short worked well, medium length worked REALLY badly, and very long (tweet length subject lines, basically) worked fantastically.

However MailChimp analysed 12 billion emails and concluded 'Subject line length means absolutely nothing'! If you compare the graphs showing the two companies' findings, they do actually follow broadly the same pattern - short and long are good, medium length doesn't do much for anyone. It's just that how much of a difference this makes is clearly reflected as being much smaller by MailChimp. 

They conclude with this very sensible statement which makes a good point about Subject Line length and the kinds of devices and platforms your audience are reading on.

“Your audience is chock-full of individuals with different reading habits, interests, and demographics. Maybe my audience is full of Apple fanboys and every one of them reads my newsletter on their iPhone. Well, then the subject line they see might need to be shorter for their small screen. Or maybe my newsletter is geared toward businessfolk who mostly run Outlook. In that case, maybe a longer subject is more acceptable.”

— MailChimp

Like so many things, it comes down to understanding your audience. Which takes us neatly on to...

How can I measure and track the impact of my email?

There are elaborate things you can do with Gmail to track open-rates of emails, but I think that's much more important in traditional business than it is in non-profit comms. More important is to measure and track the impact - essentially, do people ACT on the email, and can I influence how often this happens by changing when I send the email, the subject line, the tone, the length and so on?

If your email is a just general update, measuring impact is very hard to do. If, however, it includes a Call to Action, and that action has a website involved - e.g. 'Try our new online resource [link to resource]' or 'Come to our workshop [link to booking form]', it becomes possible to see how effective the email is by measuring the Engagement Rate. This is the number of clicks on the link divided by the number people who received the email - so take a really basic example, if you email 100 people and 30 click the link, the Engagement rate is 30%. 

How do you find out how many people click on the link? You use a unique URL created especially for the email via bit.ly. Bit.ly is a URL shortening service (useful in itself) which provides two fantastic functions for Comms purposes - it allows you to customise the URL, and it counts the number of times that specific customised URL is used.

(So for example, at the end of the 10 Tiny Tips for Trainers slidedeck from a couple of weeks back, I put in a customised bit.ly URL for people who found the presentation on Slideshare, and wanted to read the blogpost which accompanied it on here - a lot more people see my slides than see this blog. The reason I used bit.ly was just to make a short, memorable URL - I chose bit.ly/10TinyTips which is a lot easier to fit on a slide in large letters than http://www.ned-potter.com/blog/2014/8/8/10-tiny-tips-for-trainers! - but it also gives me the stats. So I know that 225 people clicked on the link in the slides, because that link didn't appear anywhere else.)

So going back to the email newsletter - if you're launching a resource or promoting an event, and you want to know how effective your email has been, use a customised bit.ly URL to see how many people clicked your link. If half the people you email click on the link you've included, that's a pretty fantastic rate of return as these things go. Build on whatever formula you used and do it again! If only 5% click, then do things differently next time - perhaps change the subject line, or make the call to action more prominent, or email at a different time of the day or week.

Incidentally, another possibility bit.ly allows is to compare effectiveness of promotional activities. So you have one bit.ly URL for your new resource that you use in emails, one that you use on Facebook, and another you use on Twitter. Then you compare the stats for each, with the overall stats for the resource, and see which communication method is the best way to get people to use your stuff...

Should I care about email preview panes?

If your audience are young (University students, for example) then yes, this matters a little bit. According to ConvinceandConvert, 84% of 18-34 year olds use an email preview pane. I am 34 and I do this! I have a preview pane in both Outlook and Gmail for work, where I can - but not in Yahoo for my personal email, where I've never worked out how. I much prefer a preview.

This means these users will see the first few lines of the email (depending on how big they've set their pane) BEFORE they click to open. Worst-case scenario is they dislike what they see so much they never get as far as opening the email. The best-case scenario is they are enticed or inspired by the preview, and when they open the email they are fully engaged with its contents. So, as with so many media in the web 2.0 age, the important thing here is to hit the ground running. No long intros, no scene setting - just useful, headline information right at the top. It's using the journalism model, rather than the academic paper model - put your conclusions at the start.

Are there any useful email tools I should know about?

I think MailChimp looks great for non-profits. You'd probably need to use the paid-for version, but if email is an important part of your marketing strategy, and you can afford it, then MailChimp is worth it because of the level of control, and of impact measurement, it gives you.

I'm a big fan of Scribd (as a creator rather than a consumer - don't be put off by its homepage which is aimed at the latter!) - it takes PDFs and turns them into web documents. So if your email newsletter is a PDF, I cannot stress enough how people don't click on and open PDFs nearly as much as we'd hope they do, so put in a link to a Scribd version (or embed it in the email if that's possible with the tools you use). Not only does this make the newsletter more easily accessible, it allows it to be discovered on the web, and it gives you built-in usage statistics for how it much it's being read too.