Reaching Woodland Owners Online: Current approaches and recommended future directions Eli Sagor Regional Extension Educator University of Minnesota [email_address] Extension Fall Conference 2005

Acknowledgments Blandin Foundation Interviewees Tim O’Brien and Jessica Halvorsen Project advisory team: Doug Anderson, MN DNR - Forestry Dr. Thomas E. Burk, UMN Sarah Finley, FR internet specialist, UMN Jenna Fletcher, MFRC Angela Gupta, Extension Dr. Howard M. Hoganson, UMN Dave Parent, NIPF landowner

Blandin Foundation

Interviewees

Tim O’Brien and Jessica Halvorsen

Project advisory team:

Doug Anderson, MN DNR - Forestry

Dr. Thomas E. Burk, UMN

Sarah Finley, FR internet specialist, UMN

Jenna Fletcher, MFRC

Angela Gupta, Extension

Dr. Howard M. Hoganson, UMN

Dave Parent, NIPF landowner

Project overview MN forestry community Managers of existing websites Best practices Discussion & recommendations Next steps

Project overview

MN forestry community

Managers of existing websites

Best practices

Discussion & recommendations

Next steps

Project overview Encouraging active, sustainable management of private woodlands Potential value of internet Reaching new audiences New kinds of engagement Synthesis of three sources MN forestry community Managers of existing web resources Adult learning theory

Encouraging active, sustainable management of private woodlands

Potential value of internet

Reaching new audiences

New kinds of engagement

Synthesis of three sources

MN forestry community

Managers of existing web resources

Adult learning theory

Outcomes and outputs Desired outcome: Higher level of active, sustainable management of private woodlands Primary output: recommendations for internet development targeting family forest owners

Desired outcome: Higher level of active, sustainable management of private woodlands

Primary output: recommendations for internet development targeting family forest owners

Dots indicate mailing address locations for owners of timberland in 9 northern Minnesota counties (~45% of family forest land in those counties)

Dots indicate mailing address locations for owners of timberland in 9 northern Minnesota counties (~45% of family forest land in those counties)

Minnesota forestry community Mostly open-ended telephone interviews 39 contacts Respondents work on private lands issues and/or with landowners Minnesota issues and needs

Mostly open-ended telephone interviews

39 contacts

Respondents work on private lands issues and/or with landowners

Minnesota issues and needs

Minnesota forestry community Key messages: Focus on user's perspective, with locally relevant information that addresses user needs Use the web to promote and supplement other learning experiences Help to connect users with professional foresters Use design and language that are simple and clear to the user Create forums for two-way communication and group learning Provide decision support tools to help landowners understand their options

Key messages:

Focus on user's perspective, with locally relevant information that addresses user needs

Use the web to promote and supplement other learning experiences

Help to connect users with professional foresters

Use design and language that are simple and clear to the user

Create forums for two-way communication and group learning

Provide decision support tools to help landowners understand their options

Managers of existing sites Click-through: 35 sites Structured interviews: 21 sites Broad diversity of site content, design, architecture, and budget

Click-through: 35 sites

Structured interviews: 21 sites

Broad diversity of site content, design, architecture, and budget

Managers of existing sites Median annual site maintenance cost was $15,625 (n=18) Median FTE requirement for annual site maintenance was 0.25 (n=11) Many felt that marketing budgets were inadequate

Median annual site maintenance cost was $15,625 (n=18)

Median FTE requirement for annual site maintenance was 0.25 (n=11)

Many felt that marketing budgets were inadequate

Managers of existing sites Key messages: Use professional design & navigation Know audience well, and target specific groups Invest in effective marketing Update site content often Plan adequately for long-term maintenance and management of site Build in interactivity Make site content locally relevant

Key messages:

Use professional design & navigation

Know audience well, and target specific groups

Invest in effective marketing

Update site content often

Plan adequately for long-term maintenance and management of site

Build in interactivity

Make site content locally relevant

Best practices for distance teaching and learning American Distance Education Consortium guidelines Adult learning theory (Knowles, Merrill, others) Diffusion of innovations theory

American Distance Education Consortium guidelines

Adult learning theory (Knowles, Merrill, others)

Diffusion of innovations theory

Best practices for distance teaching and learning Engage and enable learners to solve real-world problems Encourage hands-on, active learning Clear purpose, tightly focused content Activate existing knowledge Encourage application and integration Support interaction and development of communities of interest

Engage and enable learners to solve real-world problems

Encourage hands-on, active learning

Clear purpose, tightly focused content

Activate existing knowledge

Encourage application and integration

Support interaction and development of communities of interest

Recommendations Identify specific target audiences and generate content to meet their needs. Use language, architecture, and navigation that are clear to the target user group. Provide content specific to the user’s local area.

Identify specific target audiences and generate content to meet their needs.

Use language, architecture, and navigation that are clear to the target user group.

Provide content specific to the user’s local area.

Recommendations Consider impact evaluation throughout site design, production, and maintenance. Plan and budget for short- and long-term costs, including marketing. Update site content as frequently as possible. Use the internet as one component of a diverse strategy.

Consider impact evaluation throughout site design, production, and maintenance.

Plan and budget for short- and long-term costs, including marketing.

Update site content as frequently as possible.

Use the internet as one component of a diverse strategy.

Recommendations Engage and empower users to guide their own learning. Connect family forest owners with professional forestry service providers. Include content in multiple media.

Engage and empower users to guide their own learning.

Connect family forest owners with professional forestry service providers.

Include content in multiple media.

Next steps Plan partnerships around specific site components and strategies Assemble team with necessary expertise Refine site concepts Do it!

Plan partnerships around specific site components and strategies

Assemble team with necessary expertise

Refine site concepts

Do it!

Eli Sagor [email_address] (612) 624-6948