Building your professional reputation. Library adventures in Cape Town part 1

In October I was invited to South Africa to speak at LIASA 2013, the 15th annual Library and Information Association of South Africa conference. It was in the fabulous City of Cape Town and it was incredible; I just haven't had a chance to put my thoughts down in a blogpost until now. But I know not everyone is particularly interested in a 'here's what I did' type post so I've put that separately in Part 2. There's also a Part 3 to follow about the differences between UK conferences and international ones. I was asked to do three things at the conference - a marketing workshop (half a day on strategic marketing and half a day on emerging technologies), a session for the Higher Education Library Interest Group on induction / orientation here at the University of York Library (the presentation is here, although it doesn't make much sense without me talking over the top, I'm afraid), and a talk aimed primarily at new professionals on building your reputation and professional brand. It's a tiresomely controversial subject, this; what it comes down to for me is that people fairly new to the profession can sometimes worry about being some sort of super librarian and DOING ALL THE THINGS, but actually you don't have to be like this at all. You just have to get involved with the areas of librarianship which correspond to your goals in the profession. So the talk was about that, and about different ways to be part of the wider community.

Below is the talk: it consists of my slides, the audio of the talk (recorded from my iphone in my jacket pocket!) and a couple of pictures to look at while I talk about some things I wasn't intending to talk about, at the very start.

It was fun doing this talk, it was different to the normal things I do. The room was bigger - this is the first time, outside of the webinar environment, that I'd talked to several hundred people at once. Speaking to a room that size is very different to speaking to 30 people - my usual very conversational presentation style wouldn't have worked. Presenting is a bit like drawing a picture in that the further away the audience, the broader the strokes needed for the picture; the detail gets lost.

The atmosphere was different in SA that from conferences I've presented at in the UK, too - people were laid back, ready to laugh. I was one of only three international speakers so everyone was very welcoming. And also, this talk is a version of something I'd originally delivered at a New Professionals Day back in 2012 which was designed primarily to address an anxiety about branding I'd heard many new professionals express - an anxiety which, having arrived in South Africa and been at the conference for a couple of days already, I'd found to be largely absent! So I felt a bit like my talk didn't match my slides - certainly I was trying to manipulate the slides to tell a slightly different, more widely applicable story, as I went along. But anyway I really enjoyed it and I've had some genuinely touching feedback about people feeling inspired.

Parts 2 and 3 to follow!

10 reasons why YOU specifically should apply for the SLA ECCA prize

Hey you, yes you! You may not think you are eligible for the Special Library Assocation's Early Career Conference Award, but there's a good chance you are. You may not think the SLA is relevant to you because you don't work in a 'special' library, but it IS, trust me.

Winning the ECCA award could change your whole outlook. It could be incredibly beneficial. Here are 10 reasons to apply:

1. You don't have to be THAT early in your career - it's within 5 years of obtaining your Masters. So in other words, I could apply! (Former winners can't actually apply but the point being, I qualified in 2009 so I am eligible in that sense.)
2. It's probably the best single prize it is possible to win in librarianship. To quote SLA-Europe's website: "Each Award is worth about $4000. It covers the full cost of Conference registration, hotel lodging, economy return airfare to Vancouver, and meals and appropriate incidental expenses." I mean, come on! I should just copy and paste that for the remaining 8 things. It's a ludicrously good prize by any measure.
3. Whatever your sector, the SLA has relevance to you. The SLA isn't all about special libraries. There is, of course, a lot of good content (both in the conference and the organisation more generally) if you're a legal, health, business or pharma librarian - but a huge percentage of members are from the academic library world, for example. There's public librarians too. But the information you can glean from the talks will apply to any sector - it's just really high quality speakers talking about really relevant things.
4. The SLA Conference is completely and utterly brilliant. It is SUCH a good event. I have only been once, but by all accounts it's amazing every year. I am going in 2014, I have FORCED myself to find a way back* because it was the single greatest experience of my professional career. It's on an epic scale but it's focused - you come away inspired, no longer gripped by whatever existential crisis is wasting our time in the profession, buzzing with ideas, and equipped to be a better information professional.
5. The SLA Conference is made more brilliant by experiencing it with the other ECCA winners. There will be 3 winners this year, from different divisions. The three of you will form a little gang and roam around Vancouver together and it is SO much richer for that. I won't labour this point because people told me about it before I went and I didn't really appreciate what they were going on about until it happened - but basically you make friendships and you have this great communal experience in a sort of ECCA bubble and it's ace. Also, everyone is incredibly friendly and welcoming to the ECCAs.
6. There is a very flat hierarchy at the conference. There aren't cliques of senior people and junior people. Everyone mixes with everyone, everyone has time for everyone else. It's a great opportunity to actually exchange ideas with very high-up people and be treated as an equal. You are, as Penny Andrews put it, valued. She also points out something I've mentioned a lot - the LMD (Leadership and Management Division) is NOT just for senior people, it's for people who want to become or learn from leaders and managers.
7. You get to travel and interact with the international community. Every time I've had the chance to go abroad I've found the international perspective on libraries and our profession invaluable. And you get to hear amazing speakers like Stephen Abrams and Mary Ellen Bates who rarely come to England (and then chat with them afterwards - see number 6, above).
8. You will become an SLA member if you aren't already. Becoming part of SLA is awesome. Everyone I know who is a member values it enormously. I've written before about how being part of the SLA gives you confidence. There are plenty of relevant events in the UK too. Also, you tend to go on to get involved with the SLA in some capacity or other - for example Sam Wiggins who won an ECCA the same year as me is the Chair of SLA-Europe next year, I've served on the main SLA Online Advisory Council and as an ECCA judge - the list is endless really. The ECCA is just the beginning.
9. There is a serious emphasis on fun. The SLA take the profession seriously but they take their fun seriously too. There are events and parties every night, there is a ludicrous amount of booze, and you have to really go out of your way to actually pay for anything. The conference never really stops the whole time you're there. It's intense, overwhelming, but, as Simon said, you still feel like you're buzzing a month later.
10. If you win the ECCA, then on June 11th 2014, you'll be on a plane back home, a more knowledgeable, creative, inspired, happy, confident and future-ready information professional.  It really is that good. .

Notice that none of the above are 'it's good for your CV'. Of course, it IS good for your CV, to win a prestigious international prize. But it's really not the winning itself which matters, it's what you get from it - and you get so much from it, that the CV is just an afterthought.

Finally a couple of quick tips for your application (speaking as a former judge):

• You will be representing SLA-Europe as an award winner. Remember that - it's not just about all the amazing things you've done in your career so far, it's about actually being in Vancouver as a sort of ambassador for the division.
• On a related note, your letter of recommendation matters too. The judges want to know what your referee things about you - they also want to know what they think about you winning this prize and going to Vancouver, interacting, networking, learning and so on.
• Part 2 of the application - "What specific benefits and knowledge do you hope to gain from attending the 2014 SLA Conference and working with SLA Europe and your chosen SLA Division in the future?" - is important. There are a LOT of very good applications for these awards, so it's really nice for the judges to be able to filter out a whole bunch and put them on the pile marked 'apparently just fancies winning an award / going on a free trip abroad'. You need to talk about the relationship you are entering into with the SLA and how that will develop over time.
• If you've applied before and not won, don't let that put you off. I didn't get it the first time I tried, I know other winners who were second time lucky. .

If you have any questions, leave them in a comment and I'll endeavour to answer them. Basically I can't recommend applying for this highly enough - it will make your life awesome if you win.

Finally, you can read my own reflections on the 2011 ECCA experience on SLA-Europe's blog, and embedded below is the video I made at the conference. GOOD LUCK!

(Here's that application link, one more time.)

*It's amazing how many ECCA's find a way back. Many have gone most years since they won. Despite the massive logistical effort it constitutes, and having to find ways of paying for it, it's so completely amazing that you find a way back.

The key to good marketing is to promote one thing at a time

If you've got a great idea, don't dilute it. Simplicity results in better traction for your idea. You need to give people one idea at a time, so they can grab onto it, digest it, and see how it relates to them. Not only that, but the simpler the idea, the more likely it is for people to share and pass it on. Think about the really successful online writers, like Seth Godin. He's made a career out of taking single concepts, focusing on them one at a time, and getting a bajillion hits to his blog as a result. Once people buy into his one-key-thing-at-a-time approach to ideas, they're then more likely to buy into him as a concept, and push his (more complex) books up the best-seller charts.

So, keeping things simple isn't dumbing down. It's providing people with an easy way-in. That's just good marketing. Much of marketing is to simply get people in the door - THEN you can give them a whole variety of reasons to say inside.

Most of the readers of this blog work in the information profession, like I do. This means we have a complex sell. Library services are myriad, but your promotion must be in bite-sized chunks. Libraries are complicated, but your marketing must not be. The secret to good communication is to market one thing at a time.

Here's an example of a poster promoting a library. In theory, it ought to be good. It looks okay, uses a nice font. But more importantly, it tells you about all sorts of amazing library services! What's not to like? How you can resist this?

But actually, this poster doesn't work. There's too much going on, it does not provide an easy way in. You're relying on people grabbing on to the part that relates to them, and then taking an action (coming to the Library) because of it - in most cases, that's too big a leap of faith. You're much better off dividing that list up into individual posters, and putting them in the most relevant areas for their specific target groups. So for example this message, even though it's only one useful thing instead of many useful things, is a much more powerful piece of marketing:

Then you make ANOTHER poster to cover another aspect of the original:

Or you can take multiple concepts but tie them together into one easily-digestible, relate-able, shareable package:

Finally, if you really want to put several library services into the same piece of promotion, you can do this and STILL have the one simple message for people to take away. In the example below, you're saying to people that the library is a welcoming place, that they can come in and use the wifi and enjoy the cafe, without being judged for not using the books and journals. But you're also listing all the other things they MIGHT do if they so desire. As I said above, much of marketing is to simply get people in the door - then you can give them a whole variety of reasons to say inside.

So remember, keep it simple. Market one thing at a time. It WILL yield tangible results.

(All of these posters are available on my Flickr account via an Attribution Creative Commons licence. Note that it's NOT a 'no-derivs' or 'non-commercial' license - in other words if you can find a use for these ideas, but want to change and adapt them to your own purposes, feel free to do so.)

Steal this: Student Guide to Social Media

If you click the image below, you'll be taken to the Student Guide to Social Media. This is an interactive online resource, giving information on various social media platforms, and on tasks you can accomplish using social media - it is aimed primarily at undergraduates but has applications across the board. It is made available under a BY-NC-ND Creative Commons licence: in other words if you think this resource might be of use to YOUR students, feel free to use this, link to this, make it part of your own institution's website, just as long as you credit the creators (the BY part), aren't using it for commercial purposes (the NC part) and use it entirely as it is, in its current state, rather than creating your own version or derivatives (the ND part).

Alternatively, book mark libassets.manchester.ac.uk/social-media-guide/ or click the link to open the resource in a new window.

A Northern collaboration

The resource is the result of a joint project between the Libraries of the Universities of Leeds, Manchester and York, developed over the Summer. Michelle Schneider from Leeds' very successful Skills@Library team approached me about working together on a social media resource for undergraduates - I was extremely pleased she did, because it was something on my list to do anyway.

There's a lot of support out there for postgrads, academics, researchers generally in using social media, but I don't think there's as much for undergraduates. It's an area we're looking to expand at my own institution, and as well as face-to-face workshops I really wanted something that worked as an interactive learning object online, probably made using Articulate / Storyline. Imagine how pleased I was, therefore, when Michelle told me the other collaborators would be Manchester, including Jade Kelsall, who is absolutely brilliant with Articulate! I'd worked with Jade before at Leeds; she provided all the technical expertise to create the Digitisation Toolkit (using the Articulate), one of the parts of the LIFE-Share project I actually enjoyed. Also on the team were Carla Harwood at Leeds, and Sam Aston at Manchester.

So we got together, brainstormed on lots of massive pieces of paper, photographed the paper with our ipads, emailed each other a lot, and came up with a resource which we think will be really useful. I feel quite bad because I was off on paternity leave for a month of this and it took me ages to get back up to speed, so I don't feel like I contributed enough compared to Jade and Michelle who worked tirelessly on this (sorry guys!) but I'm really pleased with the result. It's gone down very well on Twitter, and I was excited to see we've found our way onto a curriculum already:

Look what we're using in iSchool #infolit class today! @shelldaynight @jadekelsall @tribigild @theREALwikiman http://t.co/5sk5PfcZKR

— Róisín Cassidy (@Roisin_Cassidy) November 5, 2013

How it works

Increasingly as I do more and more teaching, training, and planning, I'm aware that when introducing people to new tools (or trying to help people use existing tools better) you have to give them two different versions of the same core information. The first and obvious thing is how to use a tool - e.g. here's Twitter, here's how you create an account, here's some tips on using it. But this assumes some prior knowledge - what if you don't know why you'd need Twitter? So you also have to present the information in terms of tasks people want to achieve: "I want to boost my professional reputation" is one such task, and Twitter would be among the tools you might recommend to achieve this. The great thing about using Storyline is we can do exactly that - students can explore this resource by tool, or by task, or both.

We've also included case studies (some video, some not) and I'm indebted to my colleague in the Career's Service at York, Chris Millson, for providing a lot of really useful information about both tools and tasks and sourcing case studies...

The resource is, deliberately, very straightforward. We stripped out everything non-essential to give students easily digestible, bite-sized introductions to the various things they might want to use these tools for (Twitter, Facebook, LinkedIn, Slideshare, Google+, Academia.edu, blogs etc). It's also relatively informal without attempting to be in any way cool or streetwise. I've showed it to some of my students in info skills classes already and it's gone down very positively; I think even students who are very au fait with web 2.0 tools still appreciate some guidance on how to meld the social with the academic and the professional.

So, check out the Students Guide to Social Media, tell us what you think, and if you'd like to steal it, feel free.

Marketing Libraries: What the not-for-profits can learn from the lots-of-profits!

A couple of weeks ago I presented a webinar for WebJunction on marketing libraries. Part 1 of this post is all the information from the presentation, including a video archive of it, and Part 2 is about the process of presenting in a webinar, for anyone interested in that side of things.

Part 1: Marketing Libraries

The webinar covered marketing principles (several ways to start thinking like a library marketer) - and marketing actions (ways to communicate including Word of Mouth, the website, social media etc). There are various ways you can access the content.

If you want a brief overview:

Here are the slides, with a couple of bits of info added in so they make sense without me talking over the top of them.

Marketing Libraries: What the not-for-profits can learn from the lots-of-profits! from Ned Potter

If you want the full detail:

You can view the full Archive (combined archive of audio, chat, and slides) - this requires JAVA and is a bit more technically complicated than the options above and below, but you get the full experience of the slides, me narrating them in real time, and the chat happening in real time, where you'll find lots of good ideas.

If you want a version you can watch on any device:

Here is the YouTube vid of the webinar - the good thing is you can watch this on a phone etc, the downside is some key points are missed where it skips or the live-streaming briefly went down, and it's hard to read the chat that added so much to the presentation. (You can, however, download the  chat (xls) to read in Excel as you go along.)

When I get a bit of time I'm going to break this down into smaller videos on each topic.

Part 2: Presenting a Webinar

Presenting a webinar is an inherently odd experience because you can't see the faces and responses of your audience. I rely on this a lot to know what is working and what isn't - a presentation is all about communication, after all. Not only that but it's a much bigger audience than for a normal talk - there was nearly 600 people watching this as it happened.

Above is what my desk looked like - iPad to monitor tweetstream (which I didn't have the wherewithall to actually do), landline phone to speak into (I had it pressed against my ear for the first half hour before realising there was nothing to actually hear), G&T to drink (later decanted into a glass with ice, don't worry), iPhone to live-tweet pre-written draft tweets from (it was too stressful to do this well, so I sort of tweeted them in clumsy groups), PC to present from and clock to keep to time by.

I asked for some advice on Twitter about what makes a good webinar - much of it was about good presenting generally, but the web-specific stuff centered around making it as interactive as possible (the technology limited how much I could do this, but I tried...) and giving people time to catch up (I think I pretty much failed to do this). Very useful advice from Jennifer at Web Junction included not putting any animations on the slides because these don't render well in the webinar environment (if I wanted stuff to appear on a slide as I went along, I made two versions of the slide and moved between them). The particular platform we used meant I had to dial in with a phone - a PHONE! - and talk into that whilst manipulating the slides, that was very strange. I had a practice run the night before and I'm glad I did - in essence I found out I just cannot present sitting down, I need the energy that comes from pacing around, so I ended up using my slide-clicker so I could wonder about my house without having to be too close to the PC... The downside to this is I couldn't monitor the chat nearly as well as I wanted to, to respond to questions, because I often wasn't close enough to read the small text.

This was the first time I'd done one of these solo - previous webinar experience had been as part of a panel. As is often the case, as soon as I've done something properly and learned how it works, I want to do it again but much improved based on what I now know. So I'm hoping to work with WebJunction again next year (I find their site a really useful source of information and expert opinion). But the feedback from this one was great, some really nice comments in the chat and even a reference to my accent via private message...

I enjoyed this whole thing, and clearly live-streaming and web-based events are going to be more and more important. They're very convenient for attendees, less so for presenters (I had to banish my family upstairs for example!) but I did get to wear shorts for a presentation for the first time, and even drink Gin & Tonic during it, and that was ace.