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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
• 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.
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
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)
This work is licensed under the Crea)ve Commons A]ribu)on-‐ShareAlike 3.0 Unported License. To view a copy of this license, visit hZp://creaRvecommons.org/licenses/by-‐sa/3.0/ or send a leZer to CreaRve Commons 444 Castro Street, Suite 900 Mountain View, CA 94041 USA
Contact us Elaine Edwards: [email protected] Joe Lear: [email protected] Sarah Caldwell-‐Hancock: [email protected] Russ Feldhausen: [email protected] Nancy Zimmerli-‐Cates: [email protected] Slides available at www.slideshare.net/elainecarol