Promoting Extension Reach with Digital Communications
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Promoting Extension Reach with Digital Communications
- 1. Promoting Extension They come for the news, they stay for the programming Doug Brinklow Beth Steuver Sean Corp July 17, 2014
- 2. The problem How do we help people continue to feel connected to Extension when decreased funding limits educator’s ability to make one-on-one connections?
- 3. Goals • Help Extension field and campus connect with clientele quickly and efficiently • Improve clientele’s access to related information • Bring new people into the Extension family • Protect the brand
- 4. Media flow: old school
- 7. MSU Extension News The newest information and research from Michigan State University Extension in one convenient, online location. Updated daily.
- 9. Out with the old
- 10. w nI
- 11. Topics News Events Experts Programs Resources
- 13. Sessions
- 14. Page views
- 15. MSU Extension Website Traffic
- 16. Channels - News
- 20. Michigan = Our Super Users * Jan. 1 – March 31, 2014
- 21. Where they are coming from 339,412 sessions
- 22. Where they are coming from 591,107 sessions
- 23. Reaching People in Michigan * Location of ISPs of website visitors
- 24. Industry Review From: Phil Korson [mailto:pkorson@aol.com] Sent: Tuesday, June 17, 2014 4:01 PM To: News.MSUE Subject: Re: Fruit - MSU Extension News 6-17-14 I really like this site!!!! Very well done and easy to navigate... Thanks for all you do to help us farm. Sincerely, Philip J. Korson II, President Cherry Marketing Institute P.O. Box 30285 Lansing, MI 48909 (517) 669-4264 www.choosecherries.com
- 26. Topic specific electronic newsletters drive traffic to the website • Newsletters link people to the website ≈ 15,000 times each month.
- 27. MSU Extension Electronic Newsletters (Digests) • 8,460 contacts receive to 52,095 newsletters/month • 6 newsletters per contact • Excellent rates for industry • Opens – MSU Extension newsletters: 36% – Education industry: 20% • Click-throughs – MSU Extension newsletters: 34% – Education industry: 13%
- 28. MSU Extension News Digest Breakdown
- 29. Production Agriculture Digests Agriculture Digest Subscribers Open Rate Beef Production 632 30% Dairy Production 483 26% Farm Management 1006 33% Field Crop Production 1769 36% Floriculture Production 1004 41% Fruit Production 2030 39% Grape & Wine Industry 269 51% Horses 414 36% Nursery & Christmas Tree Production 1900 37% Organic Agriculture Production 1068 27% Pork Production 356 25% Poultry Production 484 24% The Scoop 2255 33% Sheep & Goats 453 36% Vegetable Production 1909 34% Total Ag Digests 16032 34%
- 30. Lawn and Garden Digests Lawn & Garden Digests Subscribers Open Rate Home Gardening 2009 49% Landscaping & Turf 4567 37% Pest Management 1441 37% Total Lawn & Garden Digests 8017 41%
- 31. Easy to subscribe •Sign up on website •Sign up on Facebook •Text MSUE to 22828
- 33. Increasing Engagement • Custom newsletters give educators ownership
- 34. Being present and strategic in social media brings results!
- 36. Content = social capital
- 37. Michigan users are engaged • 40% of all of our followers on Facebook and Twitter are from Michigan • 50% of our visits from social media are from Michigan visitors • Visitors from Michigan stay twice as long on the MSU Extension site when compared to other social visits
- 39. Digital Packages
- 40. MSU Extension News Ag Media Reach • Michigan Farm News • Two stories print edition (monthly 50,000 circulation) • Two stories e-edition (weekly 13,000 contacts and growing) “Since the new format came into play, I find the information you put out better than before in so many ways. Better content, more timely, good variety, easy-to-find contacts for follow-ups, etc. Overall, I find the info from your shop invaluable. Since I’m basically a one-man editorial shop here for Farm News, it’s welcome and usually well-done.” Paul Jackson, MFN editor
- 41. MSU Extension News Ag Media Reach • Morning Ag Clips • e-edition (daily 7,800 contacts and growing) “I’m not sure exactly how many articles I use from MSU Extension (I see a lot of articles in a day), but I do use the great majority of the press releases that are sent to me. I don’t typically go to the MSU Extension website unless I’m directed there by a Google news search. If something is emailed to me or if I receive it through Kate, you can expect to see it on our site in the next day or two.” Aubrey Bemis, Morning Ag Clips editor
- 42. Educator Review “Just got off the phone with AgPhD to do a radio interview. They found me through an article on MSU Extension News :) The station is out of SD. We have a wide reach.” MSU Extension field crops educator June 16, 2014
- 43. Educator Review “Just got off the phone with Detroit News—they saw an article I did last fall on Poison Ivy! They are doing an update for campers.” MSU Extension gardening educator June 16, 2014
- 44. Educator Review “Foraged mushroom information for sellers was used in another article from Mlive—friends were saying I was famous. (I am, you know.)” MSU Extension local foods educator June 16, 2014
- 45. Staffing for success MSU Extension News •Posting >350 articles/month •Sending 140 digests/month •Entering events •Updating other content •Manage social media (new position) •Manage news presence (restructured position) •Strategic manager (working differently) 10 com pros (6.5 FTE) 2 IT pros (1 FTE) + 2 to 4 students (~1.5 FTE)
- 46. Educator Review “I think that we have really been in the middle of a structural revolution and that now we can see the other side, we can realize that we've moved light years pretty quickly. Good work!” MSU Extension local foods educator June 16, 2014
- 47. Extension has an audience!
- 48. The Bottom Line • Adds value and traction to the work educators are already doing • Allows us to reach people where they are • Raises awareness and reach to influentials (stakeholders, media, public) of MSU Extension as a valuable “go-to” resource • Supports legislative requirement for 3 percent growth in outreach
- 49. The Bottom Line • Lets all educators define content • More responsive to emerging issues • Lead the “industry” in conversations rather than just respond to established narratives • Drives exponential expansion of our educational outreach
Notes de l'éditeur
- How many of you have suffered budget reductions in the last few years? How many had to layoff staff? How many of you are being challenged by the legislature to do more with less?
- We say that this was driven by a big budget cut, but the truth is that we needed to do this anyway. It is a reflection of the changing model of Extension. And reach them where they are.
- We are under mandate by the state legislature to increase our connections by 3% each year.
- Media flow: 1990s style. Topics were often determined by a phone call from an educator, or an annual event. Very linear, shotgun approach to media relations and brand strategy. Nearly all “news” was focused on upcoming events—often in too short of a timeframe to be useful. It didn’t always work this way. Often, educators were sending out their own news releases (not being vetted), their own newsletters (not being coordinated with other doing similar work) It was the right way for the time. We didn’t have access to all these media outlets, and we weren’t staffed in such a way that we could pitch stories.
- Started as MSUE News for Ag. Educator written. Communicator edited, posted and distributed.
- Articles are educator written, edited by communicators and posted within 48 hours of receipt.
- 2011-12 Portal (Knowledge Repository) = 7,336 2011-12 News for Agriculture = 267,947 2011-12 Transition Site = 164,084 2011-12 Overall = 439,367 2012-13 MSU Extension Website = 795,824 2013-14 MSU Extension Website = 1,948,728
- 2011-12 Portal (Knowledge Repository) = 221,404 2011-12 News for Agriculture = 639,830 2011-12 Transition Website = 396,554 2012-13 MSU Extension Website = 1,853,542 2013-14 MSU Extension Website = 3,642,927
- Organic Search – 70.3 Direct – 13.3 Referral – 7.8 Email – 5.2 Social Media – 3.4
- On pace for more than 300,000 page views in July
- Michigan = 46 percent
- Michigan = 32 percent 2012-13 = 339,412 sessions 2013-14 = 591,107 sessions 2014-15 = On track to reach nearly 1,000,000 people in Michigan alone
- Random email.
- There are many ways we deliver information to our users, but since we only have time to discuss a few today, we will highlight the ones with the most current impact. We provide more than 60 topic-specific newsletters users can select from using a clickable sign-up list that allows them to customize which newsletters they want to receive based on their personal interests.
- New Data comes from Google Analytics Email campaign info. Old Data 52,095 emails go out each month, with an overall open rate of 36% at an overall click through rate of 34%. Outside of search engine traffic, Digests are among the largest source of traffic to the MSU Extension website. (52,095 * .36=18,754 *.34=6,376)
- Education industry facts from Constant Contact. Actual numbers: Opens - MSU 36.2 Education 20.38 /Click thru – MSU 34.2, Education 12.85
- Agriculture 31%, Lawn and Garden 20%, Community 11%, Food and Health 8%, Natural Resources 8%, 4-H 8%, Business 5%, General Interest 5% and Family 4%. Agriculture and Lawn and Garden digests got a head start with a few established Crop Advisory Team Alerts (CAT Alerts) mailing lists, a couple which had close to 1,000 subscribers.
- Plant Agriculture digests are sent out as needed, usually on a weekly basis. Animal agriculture digests are sent out on a monthly basis, around the first of the month. The Scoop is sent out approximately 6 times per year, based on the amount of appropriate articles submitted.
- Plant Agriculture digests are sent out as needed, usually on a weekly basis. Note Mindy’s concern about Landscaping and Turf number … combines three digests that may have duplicates.
- Texting to join allows people easy access to MSU newsletters. The text to join process allows people to text their email to constant contact, which sends them an email with a link that allows them to customize which digests they want to receive based on their personal interests.
- Newsletters are sent out once per month unless they are a customized by educators.
- Custom newsletter – lets educators take control of their newsletters. Maintains look and feel of regular emails but educators can add to welcome paragraph, select which stories and events they want to feature, as well as determine send date and frequency.
- When we began the website, there was not a social media component to our strategy, which explains the 440 referrals between April 2011 and March 2012. When some activity was added to the team’s general duties, the sessions via social referral jumped exponentially, to the tune of 5,000%. When social media was added as a dedicated part of an employee’s workload, the numbers jumped again, nearly tripling from 22,000 visits to 64,000 visits from social media in the next period.
- We’ve also seen the reach of our efforts on social network expand to more than 4 times what they had once been. Twitter and Facebook followers and likes have more than doubled in the past year, and greater focus on other networks has gotten the wheels turning for greater numbers from Pinterest, Linkedin and Google+ as well. Using our ANRC student work force to help create engaging images that increase our reach and draw people from social media to the website. Images = more engagement (more shares, more comments, etc.)
- Maybe most importantly, though, and the reason that our model has worked so effectively so far, is that increased referrals from social media are not solely from our own activity. In the past six months, six of the 10 most socially-shared pages from MSU Extension have been news articles on the site. As people read articles they find useful or interesting, they are sharing our content, promoting our website on their own social networks. The bottom line is, the more that people share, the more people will be exposed to our content from people that they trust and invite more new users to our site. Jennifer Sirangelo is the CEO of the 4-H Foundation, and tweets our articles regularly. AgIsAmerica and National 4-H also regularly tweet our content.
- Combining data analysis from the website, social media, digests and news packages able ANR Communications to deliver measurable results so MSU Extension can evaluate successful tactics.
- In addition to sending article packages as “Digests” in electronic newsletters, following the launch of the new MSU Extension website, ANR Comm began distributing digital news packages to the media. Digital media packages are related articles packaged as a particular theme, usually time sensitive.
- The organization of the MSU Extension website allows news editors quickly and easily pick and choose what stories will work for them in an easy way – Many stories they use are pulled from the site not pushed out from us.
- The MSU Extension website is recognized as a news source from Google News. Therefore, this editor is finding MSU Extension News stories organically through her Google news search. Having multiple vehicles of information delivery increases our reach with Ag media. Shows added value.
- Marilyn Thelen, from the director’s update webinar. AgPhD hits about 26 states, mostly out west, and they are on Sirius FM.
- Rebecca Finneran, from the director’s update webinar
- Julia Darnton, from the director’s update webinar Actual name of the article is Foraged and for sale: what to know about selling wild mushrooms and other edibles. As of June 18, it has been viewed 439 times, and we don’t know how many hits the Mlive article has received. Getting additional media interest is always considered a good thing. https://www.google.com/analytics/web/?hl=en#report/content-pages/a11988623w45294416p45453016/%3Fexplorer-table.filter%3Dforaged_and%26explorer-table.plotKeys%3D%5B%5D/
- This is not easy. It is not free. It takes dedicated staff members. This does NOT include the time from our events service team. Strategic manager: Thinking about connections, timelines and making sure our information is constantly coordinated.
- Julia Darnton, from the director’s update webinar