Tonight I got to hear a presentation on the traveling ministry corps hosted by FWCC’s Section of the Americas. I was physically in the audience but you can watch too via the magic of Pendle Hill conference center’s livestream:

For more bite-sized videos, you can check out the miniseries they sponsored with QuakerSpeak.

On a recent Tuesday, Friends Journal sponsored me to attend one of Tufte’s one-day workshops. He’s most well-known for his beautiful books on data visualizations but his workshop touched on a number of fascinating topics. “The world is way too interesting to have disciplinary boundaries,” he said at one point as he took us from music to maps to space shuttles to magicians. The range was purposeful. He was teaching us how to think.

I estimated a crowd of maybe 450. A large percentage were low-level corporate types (I overheard one say “I was not expecting that he’d bash PowerPoint so much”; this slacker obviously hadn’t even taken five minutes to skim Tufte’s Wikipedia page). There were smaller mixes of techie, creatives, and design professionals, some of whom were there after fawning over his books for years. Bonus if you go: part of the workshop registration fee is gratis copies of his books!

I have 13 pages of notes. Some highlights for me:

• The heart of much of the workshop was critical thinking. Tufte dissected various news websites to take us through the ways they gave attribution and presented data. He also went through studies and gave various pointers to sniff out when verifying data was being withheld.
• “Producing a good presentation is a moral and ethical act.” (ditto for being an good audience member). There is a form of civic responsibility to inquiry.
• Tufte is a big believer in meetings that begin with reading. The highest-resolution device most of us have is paper. People can read 2–3 times faster than a presenter can talk. By letting people go at their own pace they can tailor the presentation to their own needs.
• Data presentation: A theme throughout the workshop was “documents not decks,” an emphasis on flat, web-like presentations that allow readers to control scrolling. He continually called out “flat surfaces” and material that is “adjacent in space” to give an almost theological argument for their superiority over deck-like presentations (think PowerPoint) that can obscure important data.
• He urged us not to pander to our audience: Consumer sites show that data can be popular: the New York Times’s website has 450 links; ESPN’s has tables atop tables and yet people read these sites every day. Why can’t we have the same level of data-rich accessibility in our work lives? “Have we suddenly becomes stupid just because we’ve comes to work?” He urged the mid-level execs in the audience to demand good presentations. We should push back against the low-expectations of their bosses to ask “Why can’t we live up to ESPN?”
• Data as beauty. From gorgeous maps to graphical music notation (below), Tufte loves design and data that come together in beauty. It is amazing.

One of my favorite parts of the workshop was an afternoon digression from strict data that he introduced by saying, “It’s time for a heart to heart.” It began with a sermonette on credibility: how to make yourself accountable and just other’s arguments.

Then he talked about how to respond when someone challenges your work. I could tell there must be a long list of personal stories informing this part of the workshop–lessons learned, yes, but surely opportunities lost too. Tufte told us it was only natural to respond in defensiveness and anger and counseled us to not be too quick to dismiss critique. You’ve got to do the hard work to see whether your challenger might be correct.

He reminded us that when we’re in a room full of peers, everyone present has been filtered and selected over the years. You should assume the room will be just as smart as you are. “How dare you think your motives are better than those of your colleagues!” he thundered at an emotional crescendo. He admitted that this self-doubt is a hard posture to adopt. He’s polled public figures he respects and even the thickest-skinned are stung by challenge.

He said he had learned to back off, go slow, and contemplate when he’s challenged. Just when I thought he had found some super-human ability to rationally consider things, he told us it could took him three to five years to really accept the validity of dissenting views.

This was a much-needed sermon for me and I nodded along along. As someone who professionally amplifies opinion, I’m often in the middle of people in debate (I’ve been an actor in these conflicts in the past, though these days I generally play a role somewhere between an agent and mediator). It’s good to see intellectual debate as a process and to remember that it can take years. “This concludes the therapeutic portion of today’s course”, he concluded, before going back to visualizations.

He ended by showing us timeless first-editions of beautiful scientific works by Galileo and Euclid. He felt a genuine appreciation of being part of an intellectual tradition. He was a master and for this day we in the audience were his apprentices. “In life we need tools that last forever and give us clear leverage in clear thinking.”

Update: apparently some number of data visualization people have disliked his workshops. What I found fascinatingly wide-ranging they found rambling. Perhaps Tufte has tightened his presentation or I caught him on a good day. More likely, I think they came looking for a more technical discussion of data visualization and was surprised that Tufte focused so much on critical thinking and communication skills. I have a particular soft spot for quirky and opinionated people who don’t follow scripts and Tufte’s detours all made a certain sense to me. But then I’m a philosophy major turned do-gooder writer/publisher. Your mileage may vary.

What is Sidewiki?
Google started its sidewiki project in September 2009. It’s a sidebar that can attach to any page on the internet via the Google Toolbar. Users gain the ability to comment on any page on the internet. Google uses a ranking system based on votes and various algorithms to determine the order of the comments.

When a user of the Google Toolbar visits a page with Sidewiki notes they see a small blue button of the left side of the page with two white chevrons (see screenshot on the right). Clicking on this opens the Sidewiki sidebar. Here they will see comments left by previous visitors. They are be able to add their own comments.

Visionaries have long dreamed of a web with this kind of two-way communication but similar sidebar commenting systems have failed to gain enough momentum to become viable. If this were just another venture-capital-fueled attempt, it would be something marketers could ignore unless and until it became widely used. But with Google behind Sidewiki, it’s a service we need to take seriously from the start.

Users Talking Back
When we put together websites, we get to control the message of our little corner of the internet–we have the final say on the material we present. If Sidewiki becomes popular, this will no longer be true. Fans, disgruntled employees and competitors can all start marking up our sites–yikes! But those brands that have embraced the Web 2.0 model will love another place where they can interact with their audience. Today’s marketing goal is mindshare–how much of a user’s attention span can you win over. The more you get visitors to think about your brand or your message, the more likely that they will buy or recommend your product or service. You need to be active on whatever online channel your audience is using.

Watching the Conversations
What’s a good brand manager to do? The first thing is to make sure you have the latest version of Google Toolbar installed on your working browser (get it here) and that you have the Sidewiki service enabled (I’ve started a Sidewiki for this entry so if it’s working you’ll see the blue button in your browser).

Brand Management
Google allows website owners the first comment. If you are registered as the owner of a site via Google Webmaster Tools, then you get first say: when you post to the Sidewiki of a page you control, Google gives you the top spot. This is very good. Should you do it?

Probably not. At least not yet. I don’t see people using Sidewiki yet. Most websites still don’t have any comments. Even Google’s projects often fail to gain traction and there’s no guarantee that Sidewiki will take off. If your page doesn’t have any comments, I wouldn’t recommend that you make the first. If there are no Sidewiki entries, the blue button won’t be there and visitors probably won’t even think to comment.

If you notice that a visitor has started a Sidewiki for your site by leaving a comment, then it’s time to log into your Google Webmasters account and leave an official welcome message. Even though you’re second to the conversation, you will get first position thanks to your ownership of the website.

The introductory note should briefly welcome visitors. It will appear alongside your website so there’s no need to repeat your mission statement, but it is a place where you can give helpful navigation tips and stress any actionable items that the casual visitor might miss. You might consider inviting visitors to sign up for your site’s email list, for example.

The Future
Users can tie their Sidewiki comments into Twitter and Facebook accounts. They can leave video comments. If the service takes off there will surely be a mini-industry built around comment optimization. Spammers will get hard at work to game the system. But none is really happening now. Despite a bit of fear-mongering on marketing blogs, Google Sidewiki is a long ways away from being something to lose sleep over. 

More Information:

• Google Sidewiki page
• Sidewiki Bookmarklet (useful for browsers without Google Toolbar support)
• Google Toolbar Wikipedia entry
• Techcrunch on the Sidewiki debut
• Google Webmaster Tools

So you’re ready to ditch a non-performing site for one more dynamic, something that will attract customers and interact with them. Here’s five tips for building a self-marketing website!

One: Useful Content for your Target Audience
Give visitors a reason to come to the site. Text-rich, changing content is essential. In practicality, this means installing a blog and writing posts every few weeks. You’ll see measures like “keyword relevancy” increase instantly as excerpted text shows up on the homepage. Add videos and photos if your company or team has that expertise, but remember: when it comes to search, text is king.

Two: Give away something valuable or useful
Many smart marketing sites feature some free giveaway right on the homepage: a useful quiz, professional analysis, a PDF how-to guidebook. A builder I worked with went to the trouble of posting dozens of floor plans & pictures to their website and compiling them into a PDF book, which they gave away for free. The catch in all this? You have to give your contact information to get it. Once the free material has been compiled, the site runs itself as a sales lead generator!

Three: Ask yourself the Three User Questions!
It’s amazing how focused the mind gets when you actually sit down to define goals. Just about every website can benefit from this three-step exercise:

1. Who is the target audience?
2. What would draw them to the site? 
3. What do we want to get from them?

Get a group together to through your website page by page these questions. Brainstorm a list of changes you could make. You’ll want to end up with Defined Goals: what quantifiable actions do you want visitors to take? It might well just be the successful completion of a contact form.

Four: Test Test and Test Again
Many small businesses now get a lot of their customers from their websites. Your website is an essential piece of your marketing and publicity and you need to be smart about it. Compile together your favorite site-improvement ideas and make up  alternate designs incorporating the changes. Then use a tool such as Google Website Optimizer to put the alternatives through their paces. Which one “converts” better, i.e., which design gets you higher percentages in the Defined Goals you’ve set? Once you’ve finished a test, move on to the next brainstorming idea and implement it. Always be testing!

An extensive series of tests of one site I worked on doubled it’s conversion rate: imagine your company doubling its internet sales? It is completely worth spending the time and effort to go through this process.

Five: Don’t Be Afraid to Get Professional Help
If you need to hire a professional to help you through this process you’ll almost certainly get your money’s worth! A recent projects cost the customer $6000 but I was able to document savings of $100,000 per year in his publicity costs! See my piece “What to Look For in SEO Consultants” for my insider-advice to how to pick a honest and competent professional web publicity consultant.

The design is built from scratch with obvious nods to the Facebook look-and-feel: we wanted something that would seem both familiar and fresh to the young professional crowd that is this meeting’s most obvious target audience.

Visit: Haverfordfriendsmeeting.org

I think there’s a lesson here. Prominent cultural institutions don’t look at Google (and SEO-friendly
developers) because they’re big enough and well-known enough that they
assume people will find them anyway. They’re right, of course, but how
many more people would find them if they had well-built websites? And
what’s the long-term vision if they’re relying on their established
reputation to do their web marketing?

It’s perhaps impossible
for a net-centric start-up to replicate a hugely-endowed cultural icon
like an orchestra or ballet, giving some degree of insulation to these
institutions from direct internet competition. But if these nonprofits
saw themselves in the entertainment business, competing for the limited
attention and money of an audience that has many evening-time
possibilities, then you’d think they’d want to leverage the internet as
much as they could: to use the web to reach out not only to their
existing audience but to nurture and develop future audiences.

Are the audiences of high brow institutions so full of hip young audiences that they can steer clear of web-centric marketing?

Google
went from being a grad school project to the world’s most important
search engine by ditching the design clutter of its competitors for a
very clean homepage with maximum white space. This effect focused one’s
attention on the search function. More PhD’s are said to work at Google
than at any other company in the world, yet the complicated engineering
and the tremendous computer infrastructure that brings that logo and
search box to your computer is invisible to the average user.