Using digital media and online communication tools to engage landowners Eli Sagor [email_address]   USFWS & MNDNR Joint Pr...
Key ideas <ul><li>Landowners want to hear from professionals </li></ul><ul><li>But on their terms. </li></ul><ul><li>When ...
Where do you turn for info? <ul><li>Google / internet </li></ul><ul><li>Stores </li></ul><ul><li>People you know </li></ul...
Adult learners <ul><li>Tend to be… </li></ul><ul><li>Problem focused </li></ul><ul><li>Self-directed </li></ul><ul><li>Ind...
Learners value <ul><li>Atmosphere </li></ul><ul><li>Information </li></ul><ul><li>Mix of perspectives </li></ul>
Google
Landowner  segmentation Owners Acres Source: Butler et al. 2007,  Journal of Forestry
2010 survey <ul><li>Written survey </li></ul><ul><li>Mailed to 1,767 owners of 20+ wooded acres in  1 of 11 counties </li>...
Who are these people? <ul><li>Age:  Range 17-96 yr. Mean 59.7 yr, median 59 </li></ul><ul><li>Well educated </li></ul><ul>...
What are the characteristics of northern Minnesota family forest owners’ woodland info networks? Range: 0-14 Mean: 2.92 Me...
Percent of respondents naming at least one specific source, by source group
Personal networks
Satisfaction with network <ul><li>Add a new source: </li></ul>= respondent = peer = forester or logger = cons / env group ...
Landowners want to hear from professionals
So, what to do? <ul><li>Make good info easy to find </li></ul><ul><li>Talk about good forestry: Use stories </li></ul><ul>...
MyMinnesotaWoods
Discussion board
Atmosphere: moderated spaces <ul><li>Fostering informed discussion </li></ul><ul><li>Discussion, not ask the expert </li><...
Discussion board: What you can do <ul><li>Check it periodically (monthly via our email?) </li></ul><ul><li>Make sure I kno...
Share stories
Monthly email  update
Twitter, Facebook, etc
General content: What you can do <ul><li>Share your landowner stories with me, we’ll publish them under your name. </li></...
Key ideas <ul><li>Landowners want to hear from professionals </li></ul><ul><li>But on their terms. </li></ul><ul><li>When ...
Ideas, stories, etc: Drop me a line! <ul><li>[email_address] </li></ul><ul><li>(612) 624-6948 </li></ul><ul><li>301J Green...
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Using digital media and online communication tools to engage landowners

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A presentation delivered June 14, 2011 at the MNFWS / MNDNR joint private lands programs meeting at the Cloquet Forestry Center.

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  • output Q6 frequencies 100924.spv (similar in output results base file 100927.spv)
  • output Q6 frequencies 100924.spv
  • Using digital media and online communication tools to engage landowners

    1. 1. Using digital media and online communication tools to engage landowners Eli Sagor [email_address] USFWS & MNDNR Joint Private Lands Programs
    2. 2. Key ideas <ul><li>Landowners want to hear from professionals </li></ul><ul><li>But on their terms. </li></ul><ul><li>When they look, will they find us? </li></ul><ul><li>Things you can do today. </li></ul>
    3. 3. Where do you turn for info? <ul><li>Google / internet </li></ul><ul><li>Stores </li></ul><ul><li>People you know </li></ul><ul><li>Books </li></ul>
    4. 4. Adult learners <ul><li>Tend to be… </li></ul><ul><li>Problem focused </li></ul><ul><li>Self-directed </li></ul><ul><li>Independent </li></ul><ul><li>Want answers quickly </li></ul><ul><li>Busy </li></ul><ul><li>Value… </li></ul><ul><li>Right learning atmosphere </li></ul><ul><li>Information quality </li></ul><ul><li>Info delivered in right format </li></ul><ul><li>Mix of perspectives </li></ul>
    5. 5. Learners value <ul><li>Atmosphere </li></ul><ul><li>Information </li></ul><ul><li>Mix of perspectives </li></ul>
    6. 6. Google
    7. 7. Landowner segmentation Owners Acres Source: Butler et al. 2007, Journal of Forestry
    8. 8. 2010 survey <ul><li>Written survey </li></ul><ul><li>Mailed to 1,767 owners of 20+ wooded acres in 1 of 11 counties </li></ul>
    9. 9. Who are these people? <ul><li>Age: Range 17-96 yr. Mean 59.7 yr, median 59 </li></ul><ul><li>Well educated </li></ul><ul><li>Ownership tenure: Mean of 26 years Only 4% had acquired first woodland in previous 5 yr. </li></ul><ul><li>64% visit woods monthly or more </li></ul>
    10. 10. What are the characteristics of northern Minnesota family forest owners’ woodland info networks? Range: 0-14 Mean: 2.92 Median: 2 n =774
    11. 11. Percent of respondents naming at least one specific source, by source group
    12. 12. Personal networks
    13. 13. Satisfaction with network <ul><li>Add a new source: </li></ul>= respondent = peer = forester or logger = cons / env group   Adding new sources to the network makes landowners happier. Satisfaction = 2.43 + .199*s (where s = # sources; p < 0.001)
    14. 14. Landowners want to hear from professionals
    15. 15. So, what to do? <ul><li>Make good info easy to find </li></ul><ul><li>Talk about good forestry: Use stories </li></ul><ul><li>Focus on what landowners value: </li></ul><ul><li>Property taxes Wildlife </li></ul>
    16. 16. MyMinnesotaWoods
    17. 17. Discussion board
    18. 18. Atmosphere: moderated spaces <ul><li>Fostering informed discussion </li></ul><ul><li>Discussion, not ask the expert </li></ul><ul><li>Identify yourself as a professional! </li></ul>
    19. 19. Discussion board: What you can do <ul><li>Check it periodically (monthly via our email?) </li></ul><ul><li>Make sure I know you, I’ll try to forward links to relevant questions by email. </li></ul><ul><li>Reply, identify yourself as a professional, link to good info, etc. </li></ul><ul><li>Suggest landowners post questions & stories there. </li></ul>
    20. 20. Share stories
    21. 21. Monthly email update
    22. 22. Twitter, Facebook, etc
    23. 23. General content: What you can do <ul><li>Share your landowner stories with me, we’ll publish them under your name. </li></ul><ul><li>Send me press releases, links to online pubs, announcements, etc. </li></ul><ul><li>Short updates welcome! </li></ul>
    24. 24. Key ideas <ul><li>Landowners want to hear from professionals </li></ul><ul><li>But on their terms. </li></ul><ul><li>When they look, will they find us? </li></ul><ul><li>Extension needs wildlife content! </li></ul>
    25. 25. Ideas, stories, etc: Drop me a line! <ul><li>[email_address] </li></ul><ul><li>(612) 624-6948 </li></ul><ul><li>301J Green Hall </li></ul><ul><li>UMN Saint Paul campus </li></ul>

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