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Communica)on Strategy Maximize the effec)veness of your communica)on by using short form, medium form,
and long form
October 17, 2012 • #KSRE12 K-‐State Research and Extension
Annual Conference
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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
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Farmers and mobile technology • AgWeb.com and Commodity Update found
47% of 800 farmers surveyed use a smartphone (May 9, 2012) Of those who don’t, 17% plan to
upgrade in the next 6 months 20% use a tablet (majority: iPad) and 9%
plan to purchase in less than 6 months
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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
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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
One-‐half of your dinner plate should be fruits and vegetables
Apply one inch of water to newly planted trees weekly
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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
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Tweet it! TwiZer can help you:
• Share and ask • Listen and respond • Reward • Demonstrate leadership • Champion stakeholders • Deliver text messages
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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
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Make the most of 140 characters • MenRon: Use @ symbol • Hashtags: Categorize your tweets • Links: Highlight valuable resources • Retweet valuable content • Tweet photos
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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.
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State Fair photo
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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
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• 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.
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Websites
Use to: • Deliver organized, long-‐term, library-‐like
content that is updated ofen • Show what other forms of communica)on
you offer with icons and links • Promote K-‐State Research and Extension
resources
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Websites
Sedgwick County Wildcat District K-‐State Research and Extension
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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
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News releases
Use when: • InformaRon is official • Topic is newsworthy and has broad appeal • You want a specific outcome
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Audio
Use when: • InformaRon needs to get out quickly • Best for simple, factual informaRon • Example
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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
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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
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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
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Facebook series
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Video
Use when: • You want to
show people how to do something
• You need visuals to convey an idea or acRon
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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
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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
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Newsle[ers Use when: • Your audience prefers regular
communica)on via print • You have content you can repurpose and
deliver in another format • Example
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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.
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Resources • PublicaRons, News Media, and other
Department of Communica)ons and Agricultural Educa)on Communica)on Services
• Social media for nonprofits: Socialbrite
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Resources
• Connect archives
• Image library
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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
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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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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
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Contact us Elaine Edwards: [email protected] Russ Feldhausen: [email protected] Sarah Hancock: [email protected] Nancy Zimmerli-‐Cates: [email protected] Slides available at www.slideshare.net/ksre