working differently: toward a fully-engaged extension service
DESCRIPTION
What is Working Differently? This presentation will explain how the way we communicate with our customers needs to change and outline a strategy for how NDSU Extension Service can adapt to and succeed in the new information environment.TRANSCRIPT
Working Differently:Toward a Fully Engaged
Extension Service
What Is Working Differently?
• a way to succeed in the current and future communications environments
• a way to discuss and adapt to the impact future trends are having on our organization
• a way to go beyond the use of new tools and discuss a new way of working, communicating and educating
• a way to find a path forward in a new and changing communications and knowledge landscape
The Communications and Knowledge Landscapes have ChangedExtension's customers are changing. They access information through devices and media that didn't exist 10 years ago.
201074% of adults use Internet65% have broadband at home>55% watch video online85% own a cell phone57% use wireless internet>66% use cloud computing46% use social networksFast, mobile connections on outside servers and storage
- Pew Internet & American Life Project, http://www.pewinternet.org/
200046% of adults use Internet5% have broadband at home<20% watch video online53% own a cell phone0% use wireless internet<10% use cloud computing0% use social networksSlow, stationary connections built around my computer
Our Approach To Online Communication Has Not Changed Since 1994
• Largely consists of electronic versions of materials created to be shared in print
• Information often bundled in ways that limit direct access to specific answers and help
• Almost exclusively built on one-way communication with little or no engagement with the customer
The Way Our Customers Use Online Communication Has Changed• Online communication among the people it is our mission to
serve has changed drastically
o User expects information when and where they want it.
o User expects communication fit for multiple devices (mobile, tablet, netbook, etc.)
o User expects communication that will compete for and keep their attention.
o User trusts sources that are open and value user knowledge and feedback.
Discussion Question #1
What changes, if any, have you seen in how your clients/customers use online communication?
Online Communication &Transformational Education
Both high content transmission and a high level of process are the most effective in helping people and communities to solve problems or address issues.
Online Communication &Transformational Education
We need to bring high process to our already high content to begin using online communication as a critical element of a lifelong learning network that helps people improve their lives and communities.
Discussion Question #2
How have you added process to content to achieve transformational education? How could that process be achieved online, if at all?
Online Communication Objectives
1. To be a catalyst for learning networks that engage people as learners and teachers
2. To give people control of their own lifelong educational opportunities through anywhere, anytime learning
3. To listen to and learn from the people we serve
4. To reach learners who we have not traditionally reached
Online Communication Objectives
1. To be a catalyst for learning networks that engage people as learners and teachers
o Connect people with resources and with each other
o Involve users in content in ways that motivate and lead to behavior change
o Participate in existing online communities
o Invite people to become partners in their own education
Online Communication Objectives
2. To give people control of their own lifelong educational opportunities through anywhere, anytime learning
o Organize information to work across multiple user scenarios, channels and devices
o Filter online information to highlight what will most affect people's lives
o Provide context for online information so it can be more easily applied by learners
o Connect people with resources and teach them the skills needed to build their own learning network
Online Communication Objectives
3. To listen to and learn from the people we serve
o Join existing online communities
o Value the knowledge and experience of the people we serve
o Invite and acknowledge learner participation in planning, teaching and evaluating
Online Communication Objectives
4. To reach learners who we have not traditionally reached
o Organize resources to meet the needs of multiple user scenarios, channels and devices
o Participate in communities already being used by potential customers
o Create resources that will compete for and keep the attention of learners
Discussion Question #3
What are the biggest organizational changes that would need to take place to achieve the online communication objectives?
Online Communication Roles
Organizers
The way we organize our content impacts how that content is found, how it is consumed and whether it ultimately benefits the user.
Organize information to work across multiple user scenarios, channels and devices
Online Communication Roles
Curators
With all the information people have access to today, one of the more important roles we can play as educators is that of filter. People want to know where they can find information that is relevant and can be trusted.
Filter online information to highlight what will most affect people's lives
Participate and gain trust in existing online communities
Online Communication Roles
Connectors
Connect people with resources and teach them the skills needed to build their own learning network
Participate and gain trust in existing online communities
Invite people to become partners in their own education
Online Communication Roles
Engagers
Involve users in content in ways that motivate and lead to behavior change
Invite and acknowledge learner participation in planning, teaching and evaluating
Create resources that will compete for and keep the attention of learners
Discussion Question #4
What would you need to help you play one or many of the online communication roles?
A Path Forward
Created by Aliza Sherman
A Path Forward
Listen
Time investment: 15 min./day
Tools: Twitter, Google Alerts, SocialMention, Feeds
Objective: To listen to and learn from the people we serve
A Path Forward
Promote
Time investment: 20 min./day
Tools: Twitter, Facebook, AddThis
Objective: To give people control of their own lifelong educational opportunities through anywhere, anytime learning
A Path ForwardParticipateTime investment: 30 min./day
Tools: Twitter, Facebook, Diigo, Ranchers.net (and similar sites)
Objectives: To be a catalyst for learning networks that engagepeople as learners and teachers
To listen to and learn from the people we serve
To reach learners who we have not traditionally reached
A Path Forward
Publish
Time investment: 3-5 hrs./week
Tools: Ag CMS, blogs, YouTube, podcasts, eXtension
Objective: To give people control of their own lifelong educational opportunities through anywhere, anytime learning
A Path Forward
Build Community
Time investment: 5-10 hrs./week
Tools: Facebook, Twitter, Moodle
Objective: To be a catalyst for learning networks that engage people as learners and teachers
Discussion Question #5
Are there ways you could work differently to free the time to listen, promote, participate, publish or build community?
Learn More
Get more information on "Working Differently", share your thoughts and access the "Working Differently in Extension" podcast at http://www.ag.ndsu.edu/workingdifferently
Check out all of the "Working Differently" training opportunities at http://www.ag.ndsu.edu/agcomm/events Follow @ndbob and @JulieKuehlNDSU on Twitter Like the NDSU Ag Comm Web Services Facebook page at http://www.facebook.com/NDSUAgCommWebServices
Photo CreditsSlide 4: No Technolegy - http://www.flickr.com/photos/sammy0716/3005591006/
Slide 6: Foghat Live - http://www.flickr.com/photos/famewhore/291635568/, IPod Shuffle - http://www.flickr.com/photos/nao-cha/285731505/, VCR - http://www.flickr.com/photos/winmac/94703734/, Radio - http://www.flickr.com/photos/roadsidepictures/145257863/
Slide 7, 8 & 9: Transformational Ed. - created by Maggie Bethel (2004), adapted from Merrill Ewert
Slide 14: Cell Phone Statue - http://www.flickr.com/photos/portablematthew/1115463031/
Slide 17: Pizza Crime Context - http://www.flickr.com/photos/jamelah/4992871301/
Slide 20: Floating News Reader - http://www.flickr.com/photos/inju/112082907/, Quote - http://www.flickr.com/photos/will-lion/2737474015/
Slide 27: Giant Cell Phone - http://www.flickr.com/photos/daryl_mitchell/3560636199/