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Poster: Making 
Extension 
content 
more 
discoverable (download for full res)
 

Poster: Making 
Extension 
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Poster developed for the October 2011 University of Minnesota Extension Conference. Best viewed as a download.

Poster developed for the October 2011 University of Minnesota Extension Conference. Best viewed as a download.

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    Poster: Making 
Extension 
content 
more 
discoverable (download for full res) Poster: Making 
Extension 
content 
more 
discoverable (download for full res) Presentation Transcript

    • Making
Extension
content
more
discoverable:
Evalua7ng
examples
from
a
forestry
websiteEli
Sagor 1
and
Philip
Potyondy2.

1University
of
Minnesota
Extension
and
2Department
of
Forest
ResourcesIntroduc7on Oak
wilt
status
widget Flickr
photos Social
media
tools Monthly
email
update Online
content,
discoverability,
and
behaviorOne
of
Extension’s
most
important
roles
is
to
make
complex,
research‐ What:

A
graphic
“widget”
showing
the
 What:

Flickr
is
a
free
third‐party
photo
 What:

A
suite
of
communication
tools
 What:

An
HTML‐formatted
email
sent
to
 Transformative
learning
requires
many
things.

Information
of
the
type
based
information
more
accessible
to
individuals
who
can
use
that
 current
risk
status
for
oak
wilt,
a
serious
 sharing
service. including
Twitter,
Flickr,
and
Facebook. subscribers
monthly. found
on
MyMinnesotaWoods
and
its
derivative
channels
(e.g.
Twitter,
information
to
better
their
lives.

Increasingly,
our
audiences
are
using
 disease
of
Minnesota
oaks.

The
widget
 How
it
works:

We
upload
photos
to
 How
it
works:

When
we
publish
new
 How
it
works:

We
pay
about
$250/yr
to
 Facebook,
and
RSS
feeds)
is
but
one.

 can
be
added
to
any
website.
When
we
 Flickr.
Search
engine
users
@ind
them
and,
 content,
it’s
automatically
shared
via
 Constant
Contact.

Constant
Contact
digital
media
to
@ind
and
exchange
information.

 update
the
risk
status,
the
widget
 by
reading
descriptions,
learn
to
 Twitter.
We
manually
share
content
via
 manages
our
1600‐recipient
email
 While
social
psychologists
would
point
out
that
information
alone
is
The
recent

proliferation
of
new
digital
communication
tools
creates
 instantly
updates,
wherever
it’s
 interpret
them.
 Facebook. database
and
provides
a
relatively
simple
 unlikely
to
foster
behavior
change,
the
site
can
nonetheless
play
a
key
new
opportunities
for
Extension
professionals
to
make
our
content
 deployed.

 Why:
We
take
a
lot
of
photos.

Flickr
 Why:

Automation
means
that
after
the
 interface
in
which
to
enter
content.
 role
in
landowner
learning.

more
discoverable
to
people
who
need
it,
when
they
need
it. How
it
works:

We
provide
HTML
code
 allows
the
public
to
see,
and
learn
from,
 initial
setup,
this
takes
very
little
time
or
 Why:

Email
remains
a
preferred
mode
of
 to
call
a
linked
image
on
our
server.
The
 The
site
may
promote
positive
land
stewardship
outcomes
in
two
The
purpose
of
this
poster
is
to
offer
insights
from
one
Extension
 what
we
see. effort.
The
bene@it
is
that
it
makes
content
 communication
for
many
members
of
our
 code
is
installed
on
partners’
sites.
 important
ways: Evaluation:

However,
Sagor’s
Minnesota
 visible
through
more
networks
and
 target
audience.

Sending
the
email
program
that
has
made
heavy
use
of
digital
communication
 Clicking
the
image
(“widget”)
takes
the
 forestry
photos
have
been
viewed
about
 channels. reminds
interested
readers
that
our
site
 1)

By
making
information
more
easily
discovered,
when
it’s
needed,
by
technologies
to
increase
content
discoverability.

The
poster
is
designed
 user
to
the
detailed
oak
wilt
status
page
 is
there,
delivering
content
rather
than
 200,000
times.

Uploading
the
photos
to
 Evaluation:

These
channels
account
for
 those
already
motivated
to
take
action.

to
illustrate
some
techniques
to
increase
content
discoverability
online,
 on
MyMinnesotaWoods.
 making
them
come
to
us. Flickr
and
adding
tags
required
little
 only
a
few
percent
of
referrals
to
and
provide
insight
on
returns,
for
one
Extension
project.
 Why:

The
widget
helps
our
partners
 2)

By
raising
awareness
of
Extension
as
a
valuable,
credible
resource
 extra
work
(photos
need
to
be
organized
 MyMinnesotaWoods.

Because
so
few
of
 Evaluation:

Each
update
is
opened
 make
research‐based
risk
status
data
 anyway).

Allowing
the
public
to
see
 our
target
audience
use
social
media
to
 about
1300
times
by
1000
or
so
different
 for
times
when
land
stewardship
decisions
need
to
be
made.

By
While
we
do
not
have
impact
evaluation
data
at
this
point,
the
data
 available.

It
also
draws
new
users
to
 them
makes
them
far
more
discoverable.
 obtain
forestry
information,
it’s
become
a
 people.

In
the
week
following
 delivering
content
to
interested
users
on
a
regular
basis,
we’re
able
to
presented
here
do
offer
useful
insight
into
returns
on
investments
 Extension
content. One
possible
goal
would
be
to
increase
 low
priority
for
us. distribution
of
the
monthly
email
update,
 remind
people
that
we
exist,
increasing
the
likelihood
that
when
they
made
to
deploy
a
variety
of
online
communication
tools. Evaluation:
The
widget
accounts
for
 the
referral
rate
from
Flickr
to
our
site.
 35‐50%
of
site
visits
are
referrals
from
 need
information
or
assistance,
they
will
come
back
to
Extension.
 61%
of
all
views
of
the
oak
wilt
status
 the
email.

On
the
day
the
email
is
sent,
 3)

By
promoting
Extension
forestry
offerings
like
face‐to‐face
 page.

Of
these
viewers,
45%
go
on
to
 the
percentage
is
much
higher
(Figure
1).Why
“discoverability?” view
other
content,
suggesting
that
the
 workshops
that
offer
opportunities
for
high‐touch
learning,
 In
addition,
Constant
Contact
analytics
 relationship
building,
and
deeper
learning
to
occur.
While
not
necessarily
an
end
in
itself,
making
content
more
 widget
promotes
content
site‐wide. tell
us
what
content
our
email
recipients
discoverable
makes
it
more
likely
that
the
content
will
@ind
its
way
into
 actually
read.
We
can
use
this
data
to
plan
 future
content
online
as
well
as
in
other
the
hands
of
a
focused,
interested
learner.

This,
in
turn,
increases
the
 Costschance
that
research‐based
information
will
be
applied,
and
will
make
 Discussion
board delivery
formats.

This
provides
 What:

An
open
forum
to
post
questions
 invaluable,
near‐continuous
content‐a
difference
in
real
peoples’
lives. All
of
the
tools
described
here
are
free
with
the
exception
of
Constant
 and
share
experiences. related
feedback
from
our
subscribers. Contact.

We
pay
$252/yr
for
a
Constant
Contact
subscription
with
up
 How
it
works:

After
a
simple
 to
2500
subscribers.

About
MyMinnesotaWoods registration
process,
users
can
post
text,
 photos,
and
links
to
the
discussion
board. The
far
greater
cost
is
the
time
required
to
maintain
these
tools
and
the
Http://www.MyMinnesotaWoods.umn.edu
(MyMinnesotaWoods)
is
a
 content
behind
them.

We
estimate
that
site
and
content
management
 Why:

Replying
to
a
question
on
the
website
developed
and
maintained
by
the
University
of
Minnesota
 discussion
board
takes
about
as
long
as
 take
15‐25%
of
one
Extension
educator’s
time.

An
undergraduate
Extension
Forestry
team,
which
is
part
of
Extension’s
Center
for
Food,
 replying
to
a
question
by
email.
But
an
 student
puts
in
an
additional
5
hours
per
week,
primarily
organizing
Agricultural,
and
Natural
Resource
Sciences.

 email
is
read
by
one
person,
while
 and
formatting
content
in
preparation
for
publication.

 content
on
the
discussion
board
is
viewed
 Initial
development
of
the
MyMinnesotaWoods
site
cost
about
$8,000.The
site’s
purpose
is
to
make
research‐based
information
on
the
care
 by
hundreds
or
thousands.

While
we
can
and
management
of
Minnesota’s
trees
and
woodlands
accessible
to
the
 always
choose
to
reply
privately
to
owners
and
managers
of
those
resources.

The
site
is
a
hub,
or
an
index,
 questions,
the
discussion
board
gives
us
a
to
the
many
offerings
of
our
Extension
forestry
team.

 popular
platform
to
exchange
 SummaryAmong
other
things,
MyMinnesotaWoods
is
a
sandbox
in
which
to
try
 information
with
interested
members
of
 Fig.
1:
MyMinnesotaWoods
daily
pageview
data,
 The
recent
proliferation
of
digital
communication
tools
has
given
new
approaches
to
online
outreach.

The
site
is
designed
to
add
value
to
 our
audience
in
a
public
setting. March‐July
2010.

Monthly
spikes
correspond
with
 Extension
professionals
a
much
larger
toolkit.

Many
of
these
low‐cost
our
many
other
content
offerings:
workshops,
publications,
community
 Discussions
add
value
to
the
site
by
 email
update
send
dates. tools
have
potential
to
make
Extension
content
more
accessible
to
building
processes,
and
more. helping
users
apply
the
content
to
their
 situations.
The
registration
process
 target
audiences.

This,
in
turn,
increases
the
chance
that
research‐ builds
connections
with
motivated
users. based
information
will
be
applied,
and
will
make
a
difference. News
headlines Evaluation:

The
discussion
board
is
the
 MyMinnesotaWoods
is,
in
many
ways,
a
sandbox
in
which
innovative
 third
most
popular
page
on
 What:

A
listing
of
relevant
news
articles
 from
a
variety
of
media
sources. communication
tools
are
tested.

Returns
on
the
time
invested
have
 MyMinnesotaWoods,
surpassed
only
by
 Slideshare Events
calendar been
variable,
but
generally
positive.

Differences
in
target
audience,
 the
home
page
and
our
property
tax
 What:

A
free
platform
to
share
 How:
We
@ind
news
items
using
various
 What:

A
Google
calendar
that’s
public
 aggregators.
We
then
use
Delicious.com
 educational
objectives,
program
structures,
and
technical
pro@iciency
 content. slideshows
with
or
without
audio. and
easily
embedded
on
any
website. to
“tag”
selected
items
with
a
unique
 will
affect
the
value
of
any
communication
tool
to
a
given
Extension
 How
it
works:

We
upload
content
to
 How
it
works:
We
add
events
and
allow
 code.
Tagged
items
then
automatically
 team. Slideshare,
then
embed
it
on
our
site. select
partners
to
add
and
manage
theirs.
 appear
on
our
site.

They
are
also
 RSS
feeds Why:
Slideshare
has
two
important
 The
calendar
can
be
embedded
on
any
 automatically
published
via
our
Twitter
 What:

Subscribers
are
noti@ied
every
 bene@its
over
Adobe
Presenter:
Detailed
 site,
adding
visibility
to
our
(and
their)
 stream. time
new
content
is
published. analytics
and
the
ability
to
embed
 events.

 For
more
informa7on Why:

Though
we
focus
on
Extension
 How
it
works:

We
use
Feedburner,
 content
rather
than
taking
users
away
 Why:

Google
calendar
is
a
simple
system,
 content,
this
feature
allows
us
to
easily
 from
the
site
to
view
it. Eli
Sagor3,
esagor@umn.edu
or
(612)
624‐6948 which
allows
subscription
via
email
or
 making
it
easy
to
manage
permissions
and
 “curate”
content
from
other
sources.

Our
 RSS
reader.

Feeds
also
allow
partners
to
 content
sharing. University
of
Minnesota
Extension,
St
Paul Evaluation:

Top
Slideshare
content
is
 vision
is
for
MyMinnesotaWoods
to
be
 publish
our
headlines
on
their
sites. viewed
over
1,000
times
per
year.
A
high
 Philip
Potyondy,
potyondy@umn.edu Evaluation:

The
calendar
is
one
of
the
 the
primary
source
for
Minnesota
 Why:

Feeds
allow
subscribers
to
choose
 percentage
of
those
views
happen
on
 most
popular
features
on
the
site.

We
 University
of
Minnesota
Department
of
Forest
Resources,
St
Paul forestry
information.

Adding
news
from
 their
preferred
format
rather
than
forcing
 Slideshare.com,
suggesting
that
users
are
 know
events
account
for
about
15%
of
 a
variety
of
sources
helps
position
us
to
 MyMinnesotaWoods:
http://www.MyMinnesotaWoods.umn.edu.

 them
to
conform
to
ours. discovering
the
content
independent
of
 clicks
in
our
monthly
email
updates.

 do
that. Links
to
all
tools
described
in
this
poster
are
available
from
the
site. Evaluation:
Feeds
currently
account
for
 MyMinnesotaWoods.

On
several
 However,
we’re
unable
to
track
calendar
 Evaluation:

Over
two
years
beginning
in
 a
small
volume
of
traf@ic:
about
1%
over
 occasions,
Slideshare
content
has
been
 views,
links
followed,
or
most
other
 Download
this
poster:

http://z.umn.edu/MMWposter Spring
2007,
news
links
accounted
for
 the
past
year.

We
see
feeds
as
a
tool
with
 requested
by
high
school
and
university
 metrics. fully
20%
of
the
clicks
in
our
monthly
 great
growth
potential.
 instructors
for
use
in
their
classes. email
updates.
Our
readers
like
news. 3
Corresponding
author