Reaching Woodland Owners Online:   Current approaches and recommended future directions Eli Sagor Regional Extension Educa...
Acknowledgments <ul><li>Blandin Foundation </li></ul><ul><li>Interviewees </li></ul><ul><li>Tim O’Brien and Jessica Halvor...
<ul><li>Project overview </li></ul><ul><li>MN forestry community </li></ul><ul><li>Managers of existing websites </li></ul...
Project overview <ul><li>Encouraging active, sustainable management of private woodlands </li></ul><ul><li>Potential value...
Outcomes and outputs <ul><li>Desired outcome:  Higher level of active, sustainable management of private woodlands </li></...
<ul><li>Dots indicate mailing address locations for owners of timberland in 9 northern Minnesota counties (~45% of family ...
Minnesota forestry community <ul><li>Mostly open-ended telephone interviews </li></ul><ul><li>39 contacts </li></ul><ul><l...
Minnesota forestry community <ul><li>Key messages: </li></ul><ul><li>Focus on user's perspective, with locally relevant in...
Managers of existing sites <ul><li>Click-through: 35 sites </li></ul><ul><li>Structured interviews: 21 sites </li></ul><ul...
 
 
 
 
 
Managers of existing sites <ul><li>Median annual site maintenance cost was $15,625 (n=18) </li></ul><ul><li>Median FTE req...
Managers of existing sites <ul><li>Key messages: </li></ul><ul><li>Use professional design & navigation </li></ul><ul><li>...
Best practices for distance teaching and learning <ul><li>American Distance Education Consortium guidelines </li></ul><ul>...
Best practices for distance teaching and learning <ul><li>Engage and enable learners to solve real-world problems </li></u...
Recommendations <ul><li>Identify specific target audiences and generate content to meet their needs.  </li></ul><ul><li>Us...
Recommendations <ul><li>Consider impact evaluation throughout site design, production, and maintenance. </li></ul><ul><li>...
Recommendations <ul><li>Engage and empower users to guide their own learning.  </li></ul><ul><li>Connect family forest own...
Next steps <ul><li>Plan partnerships around specific site components and strategies </li></ul><ul><li>Assemble team with n...
Eli Sagor [email_address] (612) 624-6948
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Reaching Woodland Owners Online

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Reaching Woodland Owners Online: Current approaches and recommended future directions. Presented at UMN Extension fall conference, Oct. 2005. For more info, visit www.extension.umn.edu/woodlands/internet.

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  • Extension Fall Conference 2005 Prepared by Eli Sagor, University of Minnesota Extension Service. esagor@umn.edu, (612) 624-6948
  • Reaching Woodland Owners Online

    1. 1. Reaching Woodland Owners Online: Current approaches and recommended future directions Eli Sagor Regional Extension Educator University of Minnesota [email_address] Extension Fall Conference 2005
    2. 2. Acknowledgments <ul><li>Blandin Foundation </li></ul><ul><li>Interviewees </li></ul><ul><li>Tim O’Brien and Jessica Halvorsen </li></ul><ul><li>Project advisory team: </li></ul><ul><ul><li>Doug Anderson, MN DNR - Forestry </li></ul></ul><ul><ul><li>Dr. Thomas E. Burk, UMN </li></ul></ul><ul><ul><li>Sarah Finley, FR internet specialist, UMN </li></ul></ul><ul><ul><li>Jenna Fletcher, MFRC </li></ul></ul><ul><ul><li>Angela Gupta, Extension </li></ul></ul><ul><ul><li>Dr. Howard M. Hoganson, UMN </li></ul></ul><ul><ul><li>Dave Parent, NIPF landowner </li></ul></ul>
    3. 3. <ul><li>Project overview </li></ul><ul><li>MN forestry community </li></ul><ul><li>Managers of existing websites </li></ul><ul><li>Best practices </li></ul><ul><li>Discussion & recommendations </li></ul><ul><li>Next steps </li></ul>
    4. 4. Project overview <ul><li>Encouraging active, sustainable management of private woodlands </li></ul><ul><li>Potential value of internet </li></ul><ul><ul><li>Reaching new audiences </li></ul></ul><ul><ul><li>New kinds of engagement </li></ul></ul><ul><li>Synthesis of three sources </li></ul><ul><ul><li>MN forestry community </li></ul></ul><ul><ul><li>Managers of existing web resources </li></ul></ul><ul><ul><li>Adult learning theory </li></ul></ul>
    5. 5. Outcomes and outputs <ul><li>Desired outcome: Higher level of active, sustainable management of private woodlands </li></ul><ul><li>Primary output: recommendations for internet development targeting family forest owners </li></ul>
    6. 6. <ul><li>Dots indicate mailing address locations for owners of timberland in 9 northern Minnesota counties (~45% of family forest land in those counties) </li></ul>
    7. 7. Minnesota forestry community <ul><li>Mostly open-ended telephone interviews </li></ul><ul><li>39 contacts </li></ul><ul><li>Respondents work on private lands issues and/or with landowners </li></ul><ul><li>Minnesota issues and needs </li></ul>
    8. 8. Minnesota forestry community <ul><li>Key messages: </li></ul><ul><li>Focus on user's perspective, with locally relevant information that addresses user needs </li></ul><ul><li>Use the web to promote and supplement other learning experiences </li></ul><ul><li>Help to connect users with professional foresters </li></ul><ul><li>Use design and language that are simple and clear to the user </li></ul><ul><li>Create forums for two-way communication and group learning </li></ul><ul><li>Provide decision support tools to help landowners understand their options </li></ul>
    9. 9. Managers of existing sites <ul><li>Click-through: 35 sites </li></ul><ul><li>Structured interviews: 21 sites </li></ul><ul><li>Broad diversity of site content, design, architecture, and budget </li></ul>
    10. 15. Managers of existing sites <ul><li>Median annual site maintenance cost was $15,625 (n=18) </li></ul><ul><li>Median FTE requirement for annual site maintenance was 0.25 (n=11) </li></ul><ul><li>Many felt that marketing budgets were inadequate </li></ul>
    11. 16. Managers of existing sites <ul><li>Key messages: </li></ul><ul><li>Use professional design & navigation </li></ul><ul><li>Know audience well, and target specific groups </li></ul><ul><li>Invest in effective marketing </li></ul><ul><li>Update site content often </li></ul><ul><li>Plan adequately for long-term maintenance and management of site </li></ul><ul><li>Build in interactivity </li></ul><ul><li>Make site content locally relevant </li></ul>
    12. 17. Best practices for distance teaching and learning <ul><li>American Distance Education Consortium guidelines </li></ul><ul><li>Adult learning theory (Knowles, Merrill, others) </li></ul><ul><li>Diffusion of innovations theory </li></ul>
    13. 18. Best practices for distance teaching and learning <ul><li>Engage and enable learners to solve real-world problems </li></ul><ul><li>Encourage hands-on, active learning </li></ul><ul><li>Clear purpose, tightly focused content </li></ul><ul><li>Activate existing knowledge </li></ul><ul><li>Encourage application and integration </li></ul><ul><li>Support interaction and development of communities of interest </li></ul>
    14. 19. Recommendations <ul><li>Identify specific target audiences and generate content to meet their needs. </li></ul><ul><li>Use language, architecture, and navigation that are clear to the target user group. </li></ul><ul><li>Provide content specific to the user’s local area. </li></ul>
    15. 20. Recommendations <ul><li>Consider impact evaluation throughout site design, production, and maintenance. </li></ul><ul><li>Plan and budget for short- and long-term costs, including marketing. </li></ul><ul><li>Update site content as frequently as possible. </li></ul><ul><li>Use the internet as one component of a diverse strategy. </li></ul>
    16. 21. Recommendations <ul><li>Engage and empower users to guide their own learning. </li></ul><ul><li>Connect family forest owners with professional forestry service providers. </li></ul><ul><li>Include content in multiple media. </li></ul>
    17. 22. Next steps <ul><li>Plan partnerships around specific site components and strategies </li></ul><ul><li>Assemble team with necessary expertise </li></ul><ul><li>Refine site concepts </li></ul><ul><li>Do it! </li></ul>
    18. 23. Eli Sagor [email_address] (612) 624-6948

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