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Visualize value ace
- 1. Visualize Value Beth Forbes and Joan Crow, Purdue University Suzanne Steel, Ohio State University
- 2. Tell our own story
- 3. Everyone’s a communicator • Most administrators see themselves as good communicators… -- however strategy may be lacking -- they may favor hype over substance -- they may not understand SEO, social media and other communications techniques
- 5. Data significance • No dean wants to tell a faculty member that his/her program isn’t important • Use data to make your points • However, not all data is good, and they know it
- 6. Set goals • Do you have advise for others on how to set realistic goals for your communications?
- 7. Don’t just give facts, tell a story • Data is boring, stories are interesting • Data is numbers, stories are words • Data has no meaning, stories have a point
- 8. Tools • Sprout Social • Analytics on Twitter • Google Analytics • Add This • YouTube Analytics • Real Magnet/Constant Contact • Meltwater
- 10. Share the not-so-good? YES! Knowing metrics tells you what NOT to do April Foolishness Campaign • Facebook Impressions: 14,393 • Total Reach: 9,530 • Total Money Spent: $25 Conclusions – Numbers not higher than a normal week
- 11. CFAES Communication April 2015 Media Report April 2015 Meltwater Data Highlights: · Two significant food safety stories were in the news in April; listeria being detected in Jeni’s Ice Cream and a botulism poisoning at a church potluck in Lancaster Ohio. A media advisory was released promoting CFAES experts to speak on these issues. Ahmed Yousef was quoted in the Dispatch concerning the Jeni’s story. Sanja Ilic was quoted in Columbus Biz Insider about the Jeni’s story as well. Shannon Carter, FCS educator in Fairfield county, was quoted in USA today concerning the botulism poisoning in Lancaster. · There were a couple articles concerning water quality worth noting. Dean McPheron was quoted in both The UPI and The Dispatch concerning Agriculture’s role in toxic algae blooms in Ohio lakes. He articulated the College’s roll as a leader in helping find solutions to the problem. · Steve Schwartz was quoted in Wired online about the claimed health benefits of cold pressed fruit juices. Blogs Chow Line Visits Shares Meltwater hits (media pick ups) 412 12 3 On Sustainability Page views 1,502 Average time spent on page 4 min. 3 sec. Top three publications: 1. USAgNet 30 2. Ohio Ag. Connection 29 3. Vindy.com 23 Number of stories by topic: 50 Production agriculture related 24 Water quality related 44 Master Gardeners related Number of stories by author: 50 CFAES Communication press releases 61 Written by educator or faculty Number of hits in larger publications*: · Vindy.com 25 · Dispatch 6 · Toledo Blade 5 · Cleveland.com 4 · MyDaytonDailyNews 2 · Akron.com 1 · Bloomberg 1 · UPI 1 · WOWO Ft. Wayne radio 1 *Larger publication is defined as having a circulation of more than 100,000
- 13. Media Report: April 2015 CFAES Communication April 2015 Websites/Publication Sales/Direct Email CFAES Websites Number of visitors (Difference form last month) CFAES 19,166 (-322) Extension 10,471 (+401) Visitors on mobile devices CFAES 7,360 Extension 2,607 Pages viewed CFAES 64,739 Extension 37,778 Referrals Web Social CFAES 10,187 2,665 Extension 5,864 10 CFAES Direct Search Email 5,056 8,785 29 Extension Direct Search Email 6,488 2,300 0 Specific pages and views CFAES Homepage 11,416 CFAES News 11,395 Academic Programs Total page views 20,725 Homepage 3,208 Undergraduate Majors/degrees 1,731 Most popular story on CFAES news was “State Fair renovation prompt new times and locations for non- livestock 4-H” with 1,155 views Where do visitors go from homepage? Go no further than homepage 57.9% Academic Programs 18.1% Search page 5.6% Faculty and staff resources 4.2% News page 1.9% Development 1.2% Other pages (100+) approx. 9.8% Publication Sales Top three publications fiscal YTD sales units gross profit 1. Poultry Project and Record Book 8,716 $37,492.42 2. Market Hog Project and Record Book 7,081 $26,668.57 3. Beef Project and Record Book 4,791 $17,321.52 Direct Email Date Sent Opened Rate Legislative emailing “New swine disease shows up, outreach is key to minimize impact” 4/15 137 35 25.5% “Extension reaches millions of Ohio cropland acres through Certified Crop Advisers training” 4/22 137 9 6.6% Development emailing 4-H Newsletter 4/1 6,271 1,538 25% ATI Green retirement 4/27 905 278 31% CFAES Connect 4/28 26,172 6,425 25%
Editor's Notes
- As communicators, we tell great stories. And most of the stories revolve around faculty, Extension specialists and educators who do great work that has impact. Our administrators also need to hear great stories about us. Quality communications have never been more important and those in leadership positions in our colleges need to understand communications strategy and return on investment. Sometimes the best way to do that is to tell them a story.
- Most administrators see themselves as good communicators – they wouldn’t be where they are if they weren’t they believe. And actually many are. However, identifying and using communications strategy is not necessarily a strongpoint for many and that is where we as communications professionals must sell them on both the need and the value of a strategy when it comes to communications resources. We all have fewer resources available to us than we would want. So making the most of them is key and that involves strategy. How many times has someone come to you and said “Wouldn’t it be neat if we had a (insert costly communication video, ad or billboard, etc.)? My administrators were recently forwarded a full-page ad from the NY Times that was purchased by another ag college. They thought it impressive. I pointed out that it was costly, seemed to be a one-off effort, relied on those to be influenced reading the NY Times on that given day, and did not seem to have an overall point. To me it was classic hype over substance. The NY Times is impressive, but if your target audience doesn’t see it, then you’ve wasted your money.
- Most administrators want to keep down the number of complainers, so when a faculty member asks for a news release or a department head sees the need for a website, deans and assoc. deans are often quick to spend the communications staff’s time and energy. Even if this doesn’t happen to you, your college leadership needs to understand that not every communications opportunity is good – some are a lot better. And every communications effort has a cost – even if you do not charge a rate for your services, time spent on one effort is time taken from others. So one question I have of the audience is, do you have a good way of helping administrators understand the opportunity costs of communications?
- No dean wants to tell a faculty member that their program is not important – so it turns out everything is important. So, how do you combat the “everything is important” mindset? With data. Now, from someone who has fought with faculty and administrators over data, it can be daunting as they are researchers and very aware of good data vs. bad data. Data alone can not be your strategy – telling them the significance of your data. For example, a few years ago I started pointing out to administrators how science/research news releases had the greatest success for our college. That was not popular with our Extension director, but as time has continued to verify the value of science news, he still wants stories about Extension, but It also turns out that the best way to tell an Extension story is to tie it to research.
- If you want to be seen as a strategic communicator, be a strategic communicator. On my staff I created a position a couple years ago to help us with telling our value with data. One of the things that she hounds me about is the need to set goals. I don’t know about you, but strategy is something I’m comfortable with but setting goals makes me feel more vulnerable. Mostly I default to “What di we do last year and can we do better?’ What are realistic goals? Set too low, do you raise expectations for next time. Set too high and you don’t meet them – does that mean the strategy was bad? I admit my weakness here – so I’m putting this out to the audience, “Do you regularly set goals for your communications and how do you set them?
- While using data is important, it can’t just be a data dump. We have had a dashboard for a few years that charts department activity. I noticed that administrators didn’t seem to check it, in fact no one on my staff even seemed to care about it. As I stated earlier, faculty are people who generate data regularly. Administrators are also busy – they do not want to wade through a lot of numbers and clip reports to find the significance you want to share. However most people have time for a good story. Tell them a story using the numbers. Don’t just assemble a clip report, tell them how you got the story in the media. Don’t just share the number of tweets from the past month, tell them how your tweets were shared/used and liked. Don’t just tell them web hits, but tell them what your most popular websites are and who is going there.
- Joan Crow is the multimedia coordinator at Purdue. She uses many of these tools to help us tell our stories….
- Both I and Suzanne brought along some examples to share with your all on how we tell the stories or our value…..
- - The April Foolishness campaign was not as successful as others. I think this is because we were trying to supply information that people can get from other sources. The rare burger video was an exception. This video is in alignment with what our audience expects from us it's statistics prove this to be true.Suzanne Steel from Ohio State is going to share some of her approach to sharing data stories a little bit later, but this is one that I found quite compelling and not something that I had done before. Suzanne, will you share the story of your Foolishness campaign?