Key Messages and Social Learning
-
Upload
bob-bertsch -
Category
Business
-
view
116 -
download
0
description
Transcript of Key Messages and Social Learning
Working with the Media,Key Messages and
Social Learning
Becky Koch & Bob BertschNDSU Ag Communication
Goals
• Who is your target audience?• What do you want them to do?
Flickr: mrgreen09
Media
• Mass• Social• Create key
messages to use in a variety of mass and social media
Creating Key Messages
Goal:“improving the health of our country through diet and in many cases reversing childhood obesity” – Tom Vilsack, U.S. Secretary of Agriculture
Creating Key MessagesKey Messages:• Eat healthier• Eat a little more than
25% vegetables, a little less than 25% fruits, a little more than 25% grains and a little less than 25% proteins
• Learn more about food and nutrition
Creating Key MessagesBetter Key Messages:• Make half of
everything you eat fruits and vegetables
• Use smaller plates to help you eat less
Creating Key Messages• Provide a roadmap –
what to do and how to do it
• Shrink the change – don’t give too many options
• Focus less on what you want people to know and more on what you want them to do
Key Messages
• Write out• Practice• Bridge to key
messages in interviews
The Interview
• Pause to gather your thoughts• Answer in complete sentences, bridging to
your key messages• Keep responses to 20-second sound bites• Avoid acronyms, speculation• Don’t say, “No comment”• Nothing is off the record
TV Interview Tips
• Keep eyes on interviewer• Put one foot forward• Wear solid colors, not
white• Don’t feed the mic or fill
dead air• Avoid hats• Use natural gestures
Media Contacts
• News releases– Most important information first– Who, what, where, when, why, how
• Media advisories• Fact sheets• Emails• Phone calls• Relationships
Media
• Many options to communicate and educate
• Mass and social media just a few
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 EducationWe 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.
The Communications and Knowledge Landscapes have ChangedExtension's customers access information through devices and media that didn't exist 13 years ago.
201385% of adults use Internet70% have broadband at home78% watch video online91% own a cell phone72% use social networks
Fast, mobile connections onoutside 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 social networks
Slow, stationary connections built around my computer
% of Online AdultsUsing Social Media
DateAll
internet users
18-29 30-49 50-64 65+
2/2005 8 9 7 6 –
8/2006 16 49 8 4 1
5/2008 29 67 25 11 7
4/2009 46 76 48 24 13
5/2010 61 86 61 47 26
8/2011 64 87 68 49 29
2/2012 66 86 72 50 34
8/2012 69 92 73 57 38
12/2012 67 83 77 52 32
5/2013 72 89 78 60 43
“Sure there’ll be Mastadons around for a while, but the ice age is over. They can move to higher ground, or migrate towards the poles, but these are temporary moves.”
- from an Amazon book review of “11 rules for creating value in the social era.”
Active Learners• Able to build & grow an online personal learning
network• Comfortable communicating in online social spaces• Understands best practices for maintaining privacy
in online spaces• Understands and follows best practices for
maintaining security in online spaces• Understands and leverages the power of online
networks• Able to narrate work in online spaces
What is a learning network?
a deliberately formed network of people and resources capable of guiding our
independent learning goals and professional development needs.
Content Commentary Research ConversationExperience
Colleagues FriendsExperts
Filter FilterFilter
Filter
YOU
FilterCreationCurationSharing
Adapted from “Creating a Personal Learning Network,” http://www.slideshare.net/corinnew/creating-a-personal-learning-network-5016387
My learning networkSeek Sense Share
Feedly
Zite
Google Alerts
Google+
Diigo
Scoop.it
Storify
Evernote
Harold Jarche – www.jarche.com
Organizers
• Able to create and edit content in Ag CMS, NDSU CMS, and/or blog
• Able to create content that is timely, valuable, findable and shareable
• Able to create content that functions well in a mobile environment
• Able to deliver on-demand learning• Able to create and use multimedia to attract and
engage users
Why Are Restroom Hand-Washing Signs By the Sinks?
http://www.flickr.com/photos/akeg/
Formal/Informal Learning
• Content is standardized
• Delivered in a specific space at a specific time
• Usually a passive setting
Formal Learning (Stocks) Informal Learning (Flows)
• Content is customized
• Available anywhere, anytime
• Encourages active learning
Formal/Informal Learning
• Books
• Publications
• Websites
Stocks = archived, organized
Flows = timely, engaging
• Blogs
• Social media
• Webconferencing
Formal education is a walk through the zoo, informal learning is a walk through the savannah. http://stephenwhart.com/quotes
http://www.flickr.com/photos/godutchbaby/4432480199/
Formal education is knowing a tomato is a fruit, informal learning is not using it in fruit salad. http://stephenwhart.com/quotes/
http://www.flickr.com/photos/elanaspantry/3554762608/
Formal education is bricks and mortar, social learning is clouds and streamshttp://stephenwhart.com/quotes/
http://www.flickr.com/photos/mnsc/2768391365/
Formal education is the playbook, social learning is the huddlehttp://stephenwhart.com/quotes/
http://www.flickr.com/photos/whetzel/55214370/
Curators
• Able to find & share engaging content• Able to add context to information• Comfortable using online curation tools• Understands the use of tags/hashtags for curation
• Find• Filter• Contextualize
Curation
Connectors
• Understand how networks that include external clients can support their own learning, as well as their clients’ learning.
• Able to discover, understand, and participate in self-organizing online communities of practice/place/interest
• Incorporating social-network participation into their current and long-term work plans.
• Able to get people connected with online resources
http://www.flickr.com/photos/lucgaloppin/5483259529
http://www.jarche.com/
Power/value of network
• Exposure to incidental information– You don’t know what you need to know
• Asking questions• Connectedness• Awareness of trends• What are others doing / talking about
“This is not the wisdom of the crowd, but the wisdom of someone in the crowd. It’s not that the network itself is smart; it’s that the individuals get smarter because they’re connected to the network.”
Engagers
• Using online networks to engage and collaborate with others
• Understands online collaboration tools• Able to start online conversations• Able to find and answer online questions
Reach, Influence, Impact
• NDSU Extension Employees = 390• N.D. Adult Population = 545,700• 25% of 545,700 = 136,425• Dunbar’s Number = 150• # of NDSU Extension staff needed = 910 • # of impacts needed per staff = 350
Reach, Influence, Impact
• See audiences more as members of communities.
• Become part of networks.
• Increase others’ talking about our work.
• Increase conversations with others.
More
• Forward Looking Concepts in Cooperative Extension - bit.ly/CoopExtFuture
• Working Differently in Extension – www.ag.ndsu.edu/workingdifferently
• Agriculture Communication – www.ag.ndsu.edu/agcomm
• Ag Comm Web Services on Facebook - www.facebook.com/NDSUAgCommWebServices