local unit presentation final

Communica)on  Strategy  Maximize  the  effec)veness  of  

your  communica)ons    Dec.  14,  2012    

 Presented  by  Elaine  Edwards  and  Joe  Lear  

   News  Media  and  Marke)ng    AND  Technology  Leaders  

K-­‐State  Research  and  Extension  

Technology  adop)on    •  85%  of  American  adults  own  a  cellphone;  

45%  have  a  smartphone  •  59%  of  adults  ages  30–49  own  a  

smartphone  (66%  of  ages  18–29)  •  49%  of  Hispanic  adults  own  smartphones  •  Young  adults  have  higher  than  average  

smartphone  ownership  regardless  of  income  or  educa)on  

—  Pew  Internet:  Mobile,  September  14,  2012  

Farmers  and  mobile  technology    •  AgWeb.com  and  Commodity  Update  found  

47%  of  800  farmers  surveyed  use  a  smartphone  (May  9,  2012)  Ø Of  those  who  don’t,  17%  plan  to  

upgrade  in  the  next  6  months    Ø  20%  use  a  tablet  (majority:  iPad)  and  9%  

plan  to  purchase  in  less  than  6  months    

Land-­‐grant  educators’  roles  

“To  help  people  think  criRcally,  interpret,  analyze,  and  apply  informaRon  they  gather  from  all  of  the  different  plaUorms.”  How?  Use  available  free  tools  to  do  our  work  be]er.  These  tools  help  make  our  content  more  discoverable.    

—  Eli  Sagor,  extension  forester,  University  of  Minnesota    

Best  communica)on  prac)ces  •  Key  messages  are  the  heart  of  your  educaRonal  effort  and  support  your    program  goals  

•  No  vague  or  complex  messages  •  Offer  a  call  to  ac)on  

Ø  One-­‐half  of  your  dinner  plate  should  be  fruits    and  vegetables  

Ø  Apply  one  inch  of  water  to  newly  planted  trees  weekly  

Short  form  communica)on  

These  communica)ons  don’t  require  a  lot  of  )me,  but  they  can  have  a  big  impact  on  your  audience  and  can  help  you  reach  a  younger  demographic.  •  TwiZer  •  Photos  •  Text  messages  

Tweet  it!  TwiZer  can  help  you:    

•  Share  and  ask  •  Listen  and  respond  •  Reward  •  Demonstrate  leadership  •  Champion  stakeholders  •  Deliver  text  messages  

Twi]er:  Top  learning  tool  Top  100  Tools  for  Learning  2012  as  designated  by  582  learning  professionals  worldwide:    

 1.  TwiZer    2.  YouTube    3.  Google  Docs/Drive    4.  Google  Search    5.  WordPress  

—  Centre  for  Learning  and  Performance  Technologies,    Oct.  1,  2012  

Make  the  most  of  140  characters  •  MenRon:  Use  @  symbol  •  Hashtags:  Categorize  your  tweets    •  Links:  Highlight  valuable  resources  •  Retweet  valuable  content  •  Tweet  photos  

What  is  a  picture  worth?    

•  People  love  photos:  Post  images  on  TwiZer,  Facebook,  or  Flickr.  

•  People  love  to  SHARE  photos:  An  effecRve  photo  will  travel.  

•  FB  is  good  for  sharing  a  single  photo  or  an  album  with  mulRple  photos.    

•  Flickr  allows  you  to  share  a  set  of  images.  

State  Fair  photo  

Medium  form  communica)on  

Medium  form  communica)ons  require  more  planning  and  edi)ng  but  offer  more  depth.    •  Facebook  posts  •  Websites  •  Handouts  •  News  release/radio  stories  •  Email  and  newsleZers  

Facebook  

•  Find  your  audience  members  where  they  are:  Facebook  reached  1  billion  users  September  14,  2012.    

•  Best  for  catchy  images,  useful  informaRon  and  content,  quesRons/polls,  giveaways,  and  calls  to  acRon.  

Facebook  

Websites  

Use  to:    •  Deliver  organized,  long-­‐term,  library-­‐like  

content  that  is  updated  oden    •  Show  what  other  forms  of  communica)on  

you  offer  with  icons  and  links  •  Promote  K-­‐State  Research  and  Extension  

resources    

Websites  

Sedgwick  County      Wildcat  District    K-­‐State  Research  and  Extension        

Handouts  

Use  when:  •  Your  audience  needs  an  offline  resource  or  

you  are  out  in  the  field  or  at  public  events  •  InformaRon  is  complicated  or  requires  tables  

and  figures  and  supporRng  informaRon  •  Sample  

News  releases  

Use  when:  •  InformaRon  is  official  •  Topic  is  newsworthy  and  has  broad  appeal  •  You  want  a  specific  outcome  

Audio  

Use  when:  •  InformaRon  needs  to  get  out  quickly  •  Best  for  simple,  factual  informaRon    

Email  

Use  to:  •  Communicate  with  one  person  or  with  a  

specific  group,  especially  with  audience  members  who  don’t  use  social  media  

•  Remind  people  of  upcoming  events  •  Deliver  newsle]ers  

Long  form  communica)on  

Long  form  communica)ons  require  the  greatest  )me  investment,  but  they  offer  seriousness  and  permanence  for  large  topics.  •  Facebook  series  •  Video  •  Blogs  •  PublicaRons    

Facebook  series  

•  A  post  a  day  about  a  topic  •  Keeps  people  guessing  •  Breaks  up  larger  topics  into  digesRble  segments  

•  Links  to  larger  features  on  a  blog  or  website  •  Example  

Facebook  series  

Video  

Use  when:  •  You  want  to  

show  people  how  to  do  something    

•  You  need  visuals  to  convey  an    idea  or  acRon  

Blogs  

Use  when:  •  You  have  an  inside  perspec)ve  •  You  want  to  provide  in-­‐depth  informa)on  •  You  need  to  get  informaRon  out  now  •  You  want  to  engage  your  audience  

Sample  blog    

The  Demonstra)on  Garden  •  Varied  posts:  Videos,  photos,  text  •  Links  to  resources  and  other  good  blogs  •  Tied  in  with  Facebook  and  TwiZer  •  Great  garden  templates  

Newsle]ers  Use  when:  •  Your  audience  prefers  regular  

communica)on  via  print  •  You  have  content  you  can  repurpose  and  

deliver  in  another  format  •  Example  

Publica)ons  aren't  dead!  K-­‐State  Research  and  Extension  inventory  numbers  are  assigned  to  research-­‐based  educa)onal  materials  such  as:  

 •  fact  sheets,  teaching  guides    •  booklets,  brochures    •  posters    •  notebooks,  training  manuals,  and  books    •  CDs,  DVDs  or  other  media  

And:  We  can  do  ebooks  and  enhanced  PDFs.  

Resources  •  PublicaRons,  News  Media,  and  other  

Department  of  Communica)ons  and  Agricultural  Educa)on  Communica)on  Services  

•  Social  media  for  nonprofits:  Socialbrite  

Resources  

•  Connect  archives      

•  Image  library  

Follow  on  Twi]er  @kstate_pres (President Schulz) @elainecarol (Elaine Edwards) @russfeld (Russ Feldhausen) @KSUSarah (Sarah Hancock) @Kstate @KansasStateFair @ksresupport @kstatenews (KSRE News) @KSRE_SageAdvice (Deb Sellers) @ksu_CES (K-State Career and Employment Services)

@KSUTurf @KSU_IGP @kstategr (government relations) @kstatesports @TheDemoGarden @K_State_News @KstateAlumni @MarkHaub_KSU @kstateag @kstateagecon @kstatelibraries

Follow  on  Twi]er  @KState150 @kstate_1stlady @John_Currie @CoachBillSnyder @coachbruceweber @CoachBillSnyder @Kstate_gameday @KSUPhoto @BeGrowCreate eXtension Initiative @4H

@uie_general U. of Ill. Extension @ISUExtension Iowa State U. Extension @UMNExt U. of Minnesota Extension @NDSUExt North Dakota Extension @PurdueExtension @USDA @UNLExtension @esagot (Eli Sagor)

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Contact  us      Elaine  Edwards:  elainee@ksu.edu  Joe  Lear:  learj@ksu.edu  Sarah  Caldwell-­‐Hancock:  sarhan@ksu.edu  Russ  Feldhausen:  russfeld@ksu.edu  Nancy  Zimmerli-­‐Cates:  nancyz@ksu.edu  Slides  available  at    www.slideshare.net/elainecarol