Improving Email Behaviour. End of Campaign Report and Four Recommendations

20130120-115054.jpgIt’s funny how things turn out. Six weeks ago I wouldn’t have predicted I was about to embark upon writing a series of blog posts about email behaviours. We’ll I’ve done it, had a few surprises and learnt a lot. Now it’s time to pause and reflect.

It all started with a post about how to deal with the email backlog on the 2nd January. The main message here was just delete everything; the important stuff will find its way back to you. Quite a radical suggestion, apparently, which attracted a few comments, included one which led me into the next post. The email ‘cc’ option is undermining the very fabric of society, in a dystopian 1984 manner, was also quite a radical thing to say. My logic was based upon the misuse of the email ‘cc’ option and its impact upon trust between colleagues.  A fair few people seemed to agree so I went for the treble with a mauling of the misuse of email read receipts .

Reflecting on what has been my busiest and most viewed blogging period here are a few of the things I’ve learnt:

  • People are very generous in their support. This was in terms of the re-tweets/ shares and comments on the posts;
  • People are very balanced, thoughtful and positive in their comments. One of my anxieties when I started blogging was negative comments, thankfully I experienced none;
  • People are willing to share knowledge. Where I’ve missed something or posed a question, someone will offer the answer. At the end of the posts or in the comments you will see things where someone has pointed me in the right direction;
  • Technology is great, but if misused it can cause a few unexpected problems (like cc’s and read receipts), our behaviours are key. Final learning point;
  • You can never go wrong with a cat picture in your blog post. Obviously it needs to be relevant and tasteful. Gratuitous cat pictures are no good, which is why you need a top-notch cat picture consultant.

That’s it for this stage of this stage of my campaign for better email behaviour but there are four things I would recommend you look at:

  1. The Email Charter, 10 Rules to Reverse the Email Spiral. Good behavioural advice, remember; “emails don’t send emails, people do…..”, we all need to do our bit.
  2. Should I send this email?  A fantastic Infographic on how to manage email overload. The cat picture email question is addresses here, along with some startling statistics on the impact of un-necessary emails on business.
  3. A prediction that emails will be dead by 2018 .  This post, by David Christopher at Stop!ThinkSocial explains the thinking behind the prediction that was made in 2008. Keep an eye on progress.
  4. Practical Action. Predictions are fine, but what we all want is some practical down to earth experience. It doesn’t get more down to earth than a social housing provider in the North West of England, Halton Housing Trust. Their Chief Executive Nick Atkin (@nickatkin_hht) is on a campaign to ban internal staff emails which you can read about in this Guardian article. I’ll be eagerly following progress.

So, what’s the PONT?

  1. Inappropriately used technology can cause as many problems as it solves.
  2. Our behaviour is key, “emails don’t send emails (or do the other annoying stuff) people do”.
  3. People have been very generous, kind and helpful in response to my blogging and tweeting on this topic. Thank you.

20130120-115101.jpgSecondary cat picture. Need to check which is most appropriate with consultant.

Newsletter vrs Podcast, Who Wins? Remember, a paper newsletter can also keep you warm.

20121216-140255.jpgMy father in law once told me about how managed the mountains of mail that landed on his desk as the Head of a large High School. One of his routines was to drop all of the newsletters neatly into a box with the intention of reading them at the end of term. Mostly they ended up on the bonfire, unread. This was pre recycling days but I don’t think much has changed.

This week I encountered several people who enthusiastically described how they were going to ‘change the world’ by sending newsletters (I’m exaggerating a bit, not like me I know). The point is that their passion for the cause, energy and commitment were not in doubt. Sadly though I felt their enthusiasm it was a bit unrealistic and miss-directed. Haven’t we been down the well trodden ‘let’s send out a newsletter and change the world’ path many times before?  Just to illustrate here are a few learning points from the week.

There are apps to automatically remove newsletters.  I know I shouldn’t be surprised by this, but there are. Unroll.me is an app that does this under the banner ‘End Email Overload’. Here is a description of how Sarah Kessler reduced 271 subscriptions to 17 and packaged had them into a single email using unroll.me

The underlying motivation seems to be that most newsletter subscriptions are a nuisance that should be removed from your email inbox. Something newsletter editors might want to think about?

Prevention is better than cure.  There are plenty of people advocating the ‘just say no’ approach. If you search online for information on how to deal with email overload it’s not long before you encounter advice telling you not to sign up for email newsletters in the first place and un-subscribe from any you currently receive.

The emailcharter.org has got some very helpful advice on how to prevent email overload, focused upon individuals taking responsibility for their actions. When it comes to newsletters I particularly like their ‘Join Our Mailing List’ button. This has a note next to it saying “Don’t Click This! “  Go and click it and see what happens

Newsletters seem to have acquired the status of ‘problem’. Something that clogs up your inbox which you’ll never ever read.

Paper newsletters don’t get treated any better. Saturday morning at home is time to sort through the week’s post. This week generated six newsletters that went directly from package to recycling bin without passing through the brain. OK, there were some things like the ‘Greyhound Rescue Shelter News’, but you get the point.

The carefully crafted design, eloquently written content and cost of printing don’t count for much if the newsletter closely follows the junk mail into the recycling bin (I think I might actually take more in if I were glancing at them before throwing them onto the bonfire…..?).

Good News, there is another way…….Podcasts.  While I was engaged in my Saturday morning chores I had a podcast playing.  This was the disruptive social care podcast from Shirley Ayres and Stuart Arnott. Listening to Shirley, Stuart and their guests is one my most useful learning experiences (it’s like Radio 4, but better….).

This podcast is in a completely different league to newsletters and as it happens the guest this week picked up on the point. Richard Humphries, Senior Research Fellow at The Kings Fund made a comment along the lines of….  ‘the social care sector produces lots of outputs, reports, papers etc which he struggles to keep up with. However, he always finds time to listen to the podcast which provides a fresh perspective’ I think that pretty much says it all.

Do have a listen to the disruptive social care podcast for yourself, it’s a great example of how to share knowledge. Even if social care isn’t your main area of interest, it’s surprising what you can learn.

So, what’s the PONT?

  • Knowledge exchange is a complicated area where multiple channels of communication are possible. Knowing what works for your target audience is essential.
  • The trusty old newsletters (paper or digital) do get treated a bit like spam or junk mail. Something editors need to recognise.
  • Podcasts offer a fresh perspective which is very engaging for many people. The time will come when they are the ‘standard approach’ that the newsletter used to be.

“poxy communities of practice…” another reason for slow progess with social media?

A while back I wrote about why I thought lots of public servants  don’t use social media at work. I’ve also met people from the private sector who are prevented from using it for similar reasons, explained as ‘lost productivity’ or ‘security issues’.  Not a great position to take when  this infographic of Cisco research (via stoweboyd.com) suggests that 56%of young professionals would not take a job with an organisation that blocks Twitter and Facebook, or (more worryingly) will circumvent the policy.

This is all very well, but this weekend I was brought ‘back down to earth’ with a bump.   It was a “get real strategy boy” moment for me as I was told, “this is the reason why public servants don’t use social media”……

One of my associates is a front line public servant, and I really mean front line.  They are an experienced practitioner, who delivers a key service for the citizens. On a daily basis they are close up with the ‘filth and the fury’ (their description). Brought on by reading one of my posts they had a good old rant about “poxy communities of practice” CoPs.

The gist of the rant was……

  1. Access to a community of practice (CoP) for their service area was being restricted by managers;
  2. The managers were acting as gatekeepers and drip feeding information on a ‘need to know’ basis;
  3. Cascaded communication referenced guidance documents and other resources on the CoP, which they don’t have access to;
  4. Trying to find out anything, or offer some experience would have to take place via one of the existing CoP members (usually line management);
  5. To become a member you would have to be ‘invited’ by an existing member;
  6. Wasn’t this just typical of the management in the organisation; and
  7. “they can stick their poxy CoP where the sun don’t shine”…..

Blimey!  It’s an extremely disappointing tale, but not exactly surprising.

This kind of controlling behaviour from managers seems to be rooted in an old-fashioned view of; knowledge is power. “I’m the boss so I must be cleverer than you lot and actually, you can’t be trusted to say or do the right thing”. This seems to be particularly the case with something as ‘dangerous’ as the Internet. Unfortunately a depressingly common mindset in some places (not all though!).

The good news is that my ranting friend has a well established network amongst
their professional colleagues. If they really want to find out something it’s ‘phone a friend’ time. This usually gets the desired result or, in desperate times they revert to the good old email contact list of a few trusted colleagues. So in spite of (rather than because of) the “poxy community of practice”, the knowledge gets transferred
and the service gets delivered to the citizens.

So, what’s the PONT?

  1. Personal networks built on trusting relationships can be far more effective at knowledge transfer than a ‘constructed’ community of practice.
  2. Lots of managers need to be re-educated away from a knowledge is power mindset and must start to learn to trust people.
  3. If you want to get the most out of knowledge transfer, ‘go to where the people are’; existing ‘natural systems’ do work.

Links earlier posts:

Why we don’t use social media at work:

http://whatsthepont.wordpress.com/2011/06/29/why-don%e2%80%99t-we-use-social-media-at-work/

How many people participate in CoPs?:

http://whatsthepont.wordpress.com/2011/07/06/how-many-people-actually-participate-in-online-communities-of-practice/

Go to where the people are:

http://whatsthepont.wordpress.com/2011/07/01/go-to-where-the-people-are/

Picture sources:

http://funny-pictures-blog.com/2011/09/07/knowledge-is-power/

http://angelakbar.blogspot.com/2011/04/knowledge-is-power.html

“go to where the people are”

38 degrees - the angle beyond which an avalanche can happen. Clever!
38 degrees – the angle beyond which an avalanche can happen. Clever!

 

 

 

 

 

This follows the last post about why lots of public sector people don’t use social media for work. From the comments you’ll see there are exceptions, with people like Helen Reynolds and her Yammer group moving things forward. Keep up the good work!

The phrase ”go to where the people are…” is something I picked up at an event where I heard 38degrees speak. This is an organisation that uses the Internet and various social media platforms to help organise people and campaigns. They have claimed some significant scalps like the UK Government change of plans to sell off the forests.

About 750,000 people have been involved with 38 Degrees campaigns so far, approximately 30,000 them from Wales. One thing they mentioned that Facebook is the most popular platform for organising a campaign, used by about 60% of their groups. Some of the reasons why people use it seem to include; familiarity, easy to use, accessibility (its available to everyone) and it’s free!  My heart sank at this point, …………..and also blocked by many public sector organisations.

Then some hope. Apparently the second most popular method used by people to organise themselves was the good old email distribution list (about 30% of what 38
Degrees had seen). The remaining activity (about 10%) is taken up with the likes of Twitter, Yammer, and bespoke websites like this one sosypant.com, a school campaign against the proposed closure of the sixth form.

This got me thinking about the struggle to engage with public servants in social
media and the current (over?) enthusiasm for developing bespoke websites and online communities of practice (OCoPs).  I’m not convinced that as rush towards the ‘high end’ technology such as bespoke websites is the answer. Lots of reasons for my reluctance, like the getting people to engage with the new, but my biggest concern is around cost. So much of this can be done using free / low-cost options (think Facebook groups), or by making much better use of existing arrangements.

What we should do (like 38 Degrees say) is “go to where the people are”.  The place where lots of people “are” at the moment is the good old email distribution lists. They exist, are accessible and people are comfortable with them. In particularly it seems those lists where everyone is visible, you can see who’s involved, and you know who you can trust are popular. Email distribution lists are already embedded in the day-to-day activities of most organisations. Lets use them with far more of a focus on learning and knowledge transfer, and not just for push communications. One final advantage is that they are not recognised as ‘social media’ and are below the radar of IT Departments and organisation security policies.

This has led me to shift my thinking, back to using a more stripped down approach to
promoting knowledge transfer with some of the groups I’m involved with. I’m
encouraging the resurrection of the email distribution list, and a ‘copy everyone in’ to your responses approach.  Once people really scream about the inadequacies of this method, then think about introducing them to the likes of Yammer,  LinkedIn Groups (for free!) or even a bespoke community of practice website.  It’s an anti “build it and they will come” approach and totally in the spirit of “go to where the people are”.

So, what’s the PONT?

  1. Social media platforms are extremely effective methods for people to
    organise themselves and share information. They could be much more widely used in public service.
  2. Using the good old email distribution list (with a focus on learning and sharing) is a means of building up some confidence and momentum before the leap into social media.
  3. Don’t try and build it and hope they will come (because they probably wont) ………..go to where the people are!