A presentation for local unit directors administrative leadership meeting in Topeka, Dec. 14, 2012, K-State Research and Extension

1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. Tweet
it!
TwiZer
can
help
you:
• Share
and
ask
• Listen
and
respond
• Reward
• Demonstrate
leadership
• Champion
stakeholders
• Deliver
text
messages

8. 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

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

12. 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.

13. State
Fair
photo

14. 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

15. 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.

16. Facebook

19. 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

20. Websites
Sedgwick
County
Wildcat
District
K-­‐State
Research
and
Extension

21. 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

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

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

24. 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

25. 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

26. 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

27. Facebook
series

28. Video
Use
when:
• You
want
to
show
people
how
to
do
something
• You
need
visuals
to
convey
an
idea
or
acRon

29. 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

30. 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

31. Newsle]ers
Use
when:
• Your
audience
prefers
regular
communica)on
via
print
• You
have
content
you
can
repurpose
and
deliver
in
another
format
• Example

32. 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.

33. Resources
• PublicaRons,
News
Media,
and
other
Department
of
Communica)ons
and
Agricultural
Educa)on
Communica)on
Services
• Social
media
for
nonprofits:
Socialbrite

34. Resources
• Connect
archives
• Image
library

35. Follow
on
Twi]er
@kstate_pres (President Schulz) @KSUTurf
@elainecarol (Elaine Edwards) @KSU_IGP
@russfeld (Russ Feldhausen) @kstategr (government relations)
@KSUSarah (Sarah Hancock) @kstatesports
@Kstate @TheDemoGarden
@KansasStateFair @K_State_News
@ksresupport @KstateAlumni
@kstatenews (KSRE News) @MarkHaub_KSU
@KSRE_SageAdvice (Deb Sellers) @kstateag
@ksu_CES (K-State Career and @kstateagecon
Employment Services) @kstatelibraries

36. Follow
on
Twi]er
@KState150 @uie_general U. of Ill. Extension
@kstate_1stlady @ISUExtension Iowa State U.
@John_Currie Extension
@CoachBillSnyder @UMNExt U. of Minnesota
Extension
@coachbruceweber
@NDSUExt North Dakota
@CoachBillSnyder
Extension
@Kstate_gameday
@PurdueExtension
@KSUPhoto
@USDA
@BeGrowCreate eXtension
@UNLExtension
Initiative
@esagot (Eli Sagor)
@4H

37. 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

38. 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