working differently: toward a fully-engaged extension service

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Working Differently: Toward a Fully Engaged Extension Service

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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.

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Page 1: Working Differently: Toward a Fully-engaged Extension Service

Working Differently:Toward a Fully Engaged

Extension Service

Page 2: 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

Page 3: Working Differently: Toward a Fully-engaged Extension Service

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

Page 4: Working Differently: Toward a Fully-engaged Extension Service

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

Page 5: Working Differently: Toward a Fully-engaged Extension Service

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.

 

Page 6: Working Differently: Toward a Fully-engaged Extension Service

Discussion Question #1

What changes, if any, have you seen in how your clients/customers use online communication?

 

Page 7: Working Differently: Toward a Fully-engaged Extension Service

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.

 

Page 8: Working Differently: Toward a Fully-engaged Extension Service

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.

 

Page 9: Working Differently: Toward a Fully-engaged Extension Service

Discussion Question #2

How have you added process to content to achieve transformational education? How could that process be achieved online, if at all?

 

Page 10: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 11: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 12: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 13: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 14: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 15: Working Differently: Toward a Fully-engaged Extension Service

Discussion Question #3

What are the biggest organizational changes that would need to take place to achieve the online communication objectives?

 

Page 16: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 17: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 18: Working Differently: Toward a Fully-engaged Extension Service

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

 

Page 19: Working Differently: Toward a Fully-engaged Extension Service

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 

Page 20: Working Differently: Toward a Fully-engaged Extension Service

Discussion Question #4

What would you need to help you play one or many of the online communication roles?

 

Page 21: Working Differently: Toward a Fully-engaged Extension Service

A Path Forward

Created by Aliza Sherman

Page 22: Working Differently: Toward a Fully-engaged Extension Service

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

Page 23: Working Differently: Toward a Fully-engaged Extension Service

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

Page 24: Working Differently: Toward a Fully-engaged Extension Service

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

Page 25: Working Differently: Toward a Fully-engaged Extension Service

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

Page 26: Working Differently: Toward a Fully-engaged Extension Service

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

Page 27: Working Differently: Toward a Fully-engaged Extension Service

Discussion Question #5

Are there ways you could work differently to free the time to listen, promote, participate, publish or build community?

 

Page 28: Working Differently: Toward a Fully-engaged Extension Service

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

Page 29: Working Differently: Toward a Fully-engaged Extension Service

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/