Marketing

Repeat after me: host content externally, embed content locally

Reblogged from the Library Marketing Toolkit Modern library websites now have ALL KINDS of content. Where there used to be lots of text and a few images, there's now much more dynamic content. We've got presentations, videos, audio, even embedded documents. This opens up a great opportunity to reach more and varied people.

It is possible to host all this stuff on your own website. But why do that when you can host them externally, and just embed them locally? It will save you an enormous amount of bandwidth, but more importantly, it will make your content infinitely more discoverable. We can't rely on people going right to the Library wesbite; we have to show up in their Google searches too.

As we all know, a lot of people don't know what libraries can do these days. If we host our content elsewhere on the internet, we're going to the people rather than relying on them guessing that the library might be the one to help. We're showing up in their searches. We're appearing on the platforms they frequent anyway. We're boosting our reputation among other libraries.

If you host a video on YouTube it will get views from people browsing that platform, as well as the views it will get embedded in your library website. The same applies for images which, if they're magnificent Special Collections images for example, you could put on Flickr in their own group, and embed them in the Library website (and why not set a up a Tumblr blog or a Pinterest board for them while you're at it?).

If you have Prezi or Slideshare presentations these can be picked up and featured by the hosting sites, leading to an exponentially increased audience. The same goes for PDFs too - host them on Issuu.com (like the new case studies for this website) or Scribd.com and they look good, get a lot more use (because people know what they're getting without having to open a file) and could become featured documents.

The Twitter for research PDF I recently uploaded to Scribd, to my organisation's account, was seen by around 3,000 people in its first two weeks of publication, because Scribd featured it on their homepage. So it was very useful locally, because putting on Scribd meant we could embed it locally making it more useable for our staff and students. But it was also useful internationally because it helped our institution reach a large audience, as a provider of useful guidance in an emerging area.

And what about Library news - why write it on the library website itself when you can host it on a blog and embed the RSS feed on your own site? Basically anything you think of can be hosted externally, embedded locally. What this means is you are AMPLIFYING your content and increasing discoverability - essentially, the work you put into your resources is going to be more richly rewarded.

So, repeat after me! Host externally, embed locally

A small change in the way these blogs operate

Picture of a spanner

Short version of this post

I will occasionally be reblogging content from the other blog I write, at librarymarketingtoolkit.com, on here.

Longer version

This blog, thewikiman, used to have a lot of content about marketing libraries on it. In fact that's partly why I got asked to write a book on the subject in the first place. When the book came out and I launched the website to go with it, I started blogging about marketing stuff on there, and in order not duplicate content, I stopped talking about marketing stuff on here.

However, after thinking about it for a while and talking to people who read one or both of the blogs, I'll now be reblogging relevant content from the Toolkit blog on thewikiman blog. This for a number of reasons:

  • The content I'll be reblogging is relevant to both audiences
  • I blog far less these days anyway so splitting the posts between blogs makes them even scarcer...
  • I still sometimes hear this wikiman blog referred to on Twitter as 'one to follow for marketing' so there's an expectation that it'll have some marketing stuff!
  • This blog gets a larger audience than the Toolkit blog, and generally speaking I want as many people to read my posts as possible .

So I'm going to start by reblogging the last couple of posts from the Toolkit blog, and then carry on as normal from there. It won't be that the blogs are identical - there'll be plenty of stuff on here about library issues generally which doesn't make it onto the Toolkit blog, and the odd obscure marketing post on the Toolkit blog that doesn't make it on to here.

I hope that's okay with everyone! :)

Cheers,

Ned

 

The Library Marketing Toolkit, 6 months on

It's now around 6 months since I published my book, the Library Marketing Toolkit. This post is an update on how it's going, so if you're not interested in that, stop reading now! This post is reflective to the point of self-indulgence so feel free to skip it... Generally I've tried to keep the Toolkit blog and this blog very separate as I know some people subscribe to both, so I've not talked too much about the book on here  - I'm breaking that tradition as a bit of a one-off, half a year down the line from publication.

Back story

I wrote a book across 2011 which was published by Facet in August 2012 - it's all about marketing libraries and it has 27 case studies from libraries and librarians around the world. I found writing the book very tough - the writing itself was okay, but juggling it with having a baby at the same time was nightmarish! My wife and I knew it would be difficult, and took the decision that it would be worth it for the opportunities it would open up; thankfully that has proved to be the case... I'm doing a lot of freelance stuff which I probably wouldn't get the chance to do otherwise and I'm really enjoying it, and people are finding it useful.

Reception

The book has, Facet tell me, sold very well (as these things go - the actual number is still very small of course!). Amazon.co.uk charts change every day so it's impossible to keep track of when it's doing well (I don't want to be obsessively checking...) but on several occasions I've seen it at the top of the Library Management Charts, and taken a print-screen to celebrate!

A picture of the Amazon chart showing the book at number 1

 

I like the Amazon.com one better as you get a little '#1 best seller' thing on there...

 

A picture showing the book at number 1

 

People have been really nice about the book on Twitter, and I've favourited the tweets with the LibMarketing account to refer back to. Several people have said they've found it invaluable in their job or their studies, and I particularly like Dr Fidelius's comment that it was 'Far more readable than a book on marketing has any right to be'! It's so nice when people pick up on something you worked hard on. :)

Reviews

Reviews trickle out REALLY slowly. You build up to the huge push of submitting the final manuscript, and then with much relief you think 'I don't have to worry about this any more!'. But THEN you think, oh blimey, reviews - how well will I deal with someone absolutely savaging it..? And then no reviews appear! So it's a bit anti-climactic.

Facet warned me it took AGES for reviews to happen (people do have to read the thing from cover to cover after all, and then there's the publishing process if the review is in print) and that often a year was a typical waiting time, so I was sort of prepared for this. (Library Journal are yet to review it and I'm a columnist for them!) We had various pre-publication reviews from people who were sent advanced copies of the book:

  • The Library Marketing Toolkit is packed full of useful, informative and above all practical information about the best ways of getting your message across, and it should be on the shelf of every librarian and information professional | Phil Bradley

  • The Library Marketing Toolkit is brilliant and  a great addition to the library professional discourse | Andy Woodworth

  • Ned Potter's book will help any library succeed in creating a community that is aware and engaged in its library. He has written an easy to follow tool kit targeted at the specific marketing needs of librarians that is sure to become a favourite resource for anyone involved in marketing a library. There are case studies from libraries around the world that will inspire you no matter whether your library is large or small. You'll love this book! | Nancy Dowd .

Since then I've found various other reviews from journals, book review blogs etc - all of which, thankfully, have been very positive!

  • Potter's enthusiasm is infectious and he writes in a user friendly manner, not getting caught up in jargon. Concepts are explained concisely with a liberal dosing of analogies and case studies. The aim and scope of each chapter is laid out clearly from the outset and there is a useful synopsis of coverage in the introduction as well as a comprehensive index enabling readers to browse areas of interest.The Library Marketing Toolkit follows on from Facet publishing's New Professionals Toolkit published earlier this year and is certainly a useful addition to the Library office reference collection. It should prove beneficial to anyone involved in the marketing or promotion of library or information services. | CILIP Health Libraries Group Book Reviews

  • So the questions for me on opening this book were “do we need another book on marketing libraries”, and “does this one offer anything different?”. And I am happy to say that this is not a traditional marketing text. It offers a contemporary perspective on what marketing means for libraries now ...my answers are “yes we do need another book on marketing libraries” and “yes it does offer something different”. This book showcases the best of contemporary marketing practices from libraries all over the world. The case studies with the author's illuminating focus on key points of learning are, for me, the added value which differentiates this book from other marketing books.| Library Management Journal

  • That word—marketing—means so many different things to different people. In Ned Potter’s book The Library Marketing Toolkit, the complex process is divided up into distinct and manageable interdependent projects. I am certain I will be referring back to The Library Marketing Toolkit for years to come.|  Kendra Book Girl

  • From social media to old fashioned methods, and how to build a good brand, this scholarly and comprehensive guide will prove invaluable to any librarian who seeks to get the word out. The Library Marketing Toolkit is enthusiastically recommended, not to be missed | Midwest Book Review .

It's also got an average of 4.5 stars (out of 5...) on goodreads, and its only Amazon review so far is a 5 star one - yay!

No more books!

When I finished the Toolkit, I said 'never again'. The stress of writing a book in my own time, working full-time, and trying to be a proper Dad who didn't put work first, was just too much. And everyone - EVERYONE - told me, 'all authors say that but give it a while and you'll miss it, and you'll end up writing another one'.

Well, I can confirm I do NOT miss it! And I won't be writing another book - I did get asked to write one on Prezi, and I said no without hesitation. I'm delighted with all the stuff above, and maybe one day, if I'm working part time and the kids are at University or something, but for now: no more books.

:)

 

 

 

Rebooting infolit, the BATTLE DECKS way

This is quite a long post because I'm very excited about all this... Here's the super-short version: I decided to completely redesign my academic skills teaching. It went really well. Feedback was great. The students took part in Battledecks competitions, which was awesome. I learned certain things along the way. I think there's room for rethinking our approach to infolit.

Background

I do quite a lot of external talks and workshops, and much to my relief the feedback is generally better than I could hope for. What's more, I really enjoy them. I also do a fair amount of academic skills teaching as part of my job, and the feedback is just okay. And I don't particularly enjoy it a lot of the time - I enjoy the interaction with students, but I can't get worked up about the sessions, they feel a bit dull for all concerned.

Last academic year was my first as an Academic Liaison Librarian, and although I'd done information literacy sessions before I wasn't sufficiently confident to do more than take my predecessors' induction teaching materials, and try and make them my own. This time around though, I wanted to see if it was possible to do something different. I basically wanted to approach this presentation like I would an external one, and see if the students could get more out of it.

The biggest problem I have with teaching academic skills to undergrads is that the subject matter is boring. It really is dull. And a lot of it probably not that useful either; maybe to one or two students, but not most of them. I wrote a whole book without once using advanced search techniques for example (some would say it shows :) ) so why would a 1st year realistically want to know about them? For infolit teaching my process used to go like this: look at all the stuff I have to tell them about the library, and then work through it as unboringly as possible. For external workshops my process goes like this: think what is most useful and interesting to the audience, then try and present it in an engaging way so it stays with them.

These are definitely distinct approaches. Thinking about what is most useful to the audience may well involve not actually talking about 'library' stuff nearly as much. But if the students get more out of it, is that really a problem?

The plan

  • Tell them about all sorts of things - some of them directly Library related, and some of them more generally information related
  • Brand it like I would an external presentation - so rather than 'Library session' or whatever, I titled it '6 really useful things to make your academic life easier' (classic marketing tactics - sell the benefits of the session not the features, and stick a number on the front so it feels focussed)
  • I created the slides like I would for an external presentation - ie I tried quite hard to make it nice, and didn't use any kind of template
  • No workbook - instructions on the slides, and embed the slides where they can find them later for all the links etc
  • Introduce Battledecks to end the session. Battledecks is something that happens in US Library conferences, where participants battle against each other, presenting on slides they've never seen before, which move on automatically after a certain amount of time (usually 15 or 20 seconds per slide). I've also seen it done here as part of Betta Kultcha sessions. Earlier in the year I tried it with some slightly drunk librarians at an SLA event as a way of summarising the session - what better way to reinforce the key points then to get someone else to do it? Better than me droning on about the same stuff all over again. Plus it's always quite hilarious, seeing people improvise over slides which are often just tenuous visual metaphors for the subject matter...
  • (In this instance, our local cinema City Screen had given us some free student memberships to use as prizes in the Battledecks. I'm now thinking about local business I could contact about providing prizes for my other departments in the future. I offered each winner 4 student memberships - worth £100 in total, it has free tickets, money off at the bar etc - so they could give some to their friends. Having a desirable prize definitely helped ensure we had volunteers! We used an applauseometer to decide the winners in the session, and the last thing I wanted was for anyone to feel bad having been brave enough to volunteer so I declared each session a draw and gave both participants the full first prize...) .

The stroke of luck

I was only planning to do this with the Department of Film, Theatre and Television because I was banking on there being enough performers in each class for there to be Battledecks volunteers. TFTV are a fantastic department and very supportive of what I try and do with them, and the head of department Andrew Higson has been extremely helpful in trying to further embed info lit. This year I did my usual 15 minutes as part of the general induction talk, to tell them about the Library and the services we offer (using the interactive map prezi with lots of our new videos embedded in it) and got the actual PC lab session moved back to Week 4, when the students aren't drowning in new information, and have been set assignments so realise they'll actually have use for the Library.

The stroke of luck came when Andrew invited me to do another 15 minutes in one of his lectures, the day before my PC lab sessions. It meant I could get all the not-overly-exciting-but-absolutely-neccessary stuff about finding resources off reading lists out the way then, and focus on more non-library stuff the next day.

The session

The session (the same thing repeated three times to get all the first years in) went really well - it felt quite good at the time but the feedback suggested it was very good. Here's the slides I used (which, incidentally just got featured on the Slideshare homepage - spreading the word for infolit!):

Battledecks was AWESOME! What I really like about it, just like at the SLA event, was that although it was hilarious and there were times when the presenter literally had no idea what the slide meant (until a member of the audience shouted out 'Duck Duck Go!' or whatever...), it was actually a really, really good summary of the session. It showed they'd really listened, they picked up on the key points and they fed them back to their peers. So much more effective than me summarising. And because it's the last thing we did and by far the best part of the session, it meant everyone left feeling happy (and gave good feedback!).

The feedback

The best part of this was the feedback. I compared it to an equivalent set of sessions from the previous year and in terms of rating it from 1 (outstanding) to 5 (terrible - there were no  4s and 5s  in either year hence they don't appear below) there was a huge improvement:

Feedback showing an improvement of around 30% in most areas

This was great (not Judge Business School great but better than I am used to!) but I know from filling in those sorts of forms myself how easy it is to just tick numbers, so I was more interested in the comments.

Some of them referred to how the session had cleared up specific problems they'd been having, which was great. One referred to the 'excellent academic insight'. One person said 'I used to hate PowerPoint; you made me love it' (!), lots said it was either great or perfect, and one person ticked the box to say there was 'too much' covered in the session but then left comments in capitals that said 'BEST PRESENTATIONS EVER! PERFECT. THANKS FOR EVERYTHING'... There were lots of smiley faces, a few nice comments about me, and a third of them took the time to answer the 'what could be improved about the session?' question to specifically say that it couldn't be better (one person wrote: Not physically possible!). It was overwhelmingly better than my (distinctly underwhelming) feedback last year.

What was also interesting was that in answer to a question about what they found most useful, by far the majority replied that the stuff on SubjectGuides and JSTOR etc was the most useful (and none of them picked it as the least useful) - so smuggling in the Library stuff amid some more glamorous stuff elsewhere obviously didn't diminish its impact, in fact I'd argue it probably increased it.

Conclusions and changes

As you can tell I'm really chuffed about this. I enjoyed the fact that the students actually got more out of the session. I enjoyed the chance to talk about what I was interested in. I enjoyed actually applying the stuff I do / learn externally to my day-job (something my previous employer when unable to imagine was possible, but my current employer are very supportive of). And just as an aside, a colleague of mine tried this whole idea with Archaeology students and they really liked it too - proving that you don't need a great prize and a room full of budding actors to get battle decks volunteers...

When I do it again I'll be making some changes based on the feedback - in fact the slidedeck above is the 2nd version with some of this already taken into account. Someone suggested more funny clues for the battle-decks (hence Jay-Z is in there, rather than the JSTOR logo as used to be the case...) and someone else said they'd like to have seen some kind of information finding competition earlier in the session. I'd love to make it more interactive prior to the big battle decks finish, certainly. (The most common suggestion for improving the session was 'free chocolate', by the way...) I still don't think I'm very good at getting the balance right between talk, discussion and hands-on exercises so I'd like to improve how that works generally.  But basically, it was fun! I'd genuinely recommend Battle decks to anyone - feel free to steal my slides if you'd like a starting point...

If you have suggestions on how to make sessions like these more interactive, or you've revamped your own infolit and the students have responded well, let me know in a comment!

- thewikiman

Digital Marketing Toolkit - workshop December 5th

A brief post to let anyone interested know that I'm running a one-day workshop, at York St John University on the 5th of December, on behalf of UKeIG. It's all about marketing with new technologies. Moving beyond the social network basics, this course will look at how to identify which technologies will be useful for marketing your organisation, how to use them effectively, and tips, tricks and general best-practice for marketing online. Topics will include marketing with video, viral marketing, mastering geolocation (such as FourSquare), mobile apps, publishing online, getting the most out of QR Codes, and taking social media marketing to the next level.

I'm also keen to accomdodate any other apsect of digital marketing that people would like to cover - if you're already booked on the course then let me know what you'd like to cover (and if you're not attending, I'd still be interested in the kinds of things you'd like to see covered on a course like this...).

Details of the event (including a booking form) are on the UKeIG website.

Hope to see you there!

- thewikiman