promoting extension: they come for the news. they stay for the programming
TRANSCRIPT
Promoting ExtensionThey come for the news,
they stay for the programming Sean Corp
Katie GervasiMindy Pratt
Paula SheynermanBeth Stuever
June 26, 2014
The problem
How do we help people continue to feel connected to Extension when
decreased funding limits educator’s ability to make one-on-one
connections?
Goals• Help Extension field and campus connect with
clientele quickly and efficiently • Improve clientele’s
access to related information
• Bring new people into the Extension family
• Protect the brand
Media flow: old school
MSU Extension NewsThe newest information and research from Michigan State University Extension in one convenient, online location. Updated daily.
Out with the old
In w
ith th
e ne
w
TopicsNewsEventsExpertsProgramsResources
Sessions
Page views
Channels - News
Channels - Events
Channels - Programs
Channels - Resources
Michigan = Super Users
* Jan. 1 – March 31, 2014
Where they are coming from
339,412 sessions
Where they are coming from
591,107 sessions
Reaching People in Michigan
* Location of ISPs of website visitors
Topic specific electronic newsletters drive traffic to the website• Newsletters link people to the website ≈ 6,400 times
each month.
MSU Extension Electronic Newsletters (Digests)
• 8,460 contacts receive to 52,095 newsletters/month • 6 newsletters per contact
• Excellent rates for industry• Opens
– MSU Extension newsletters: 36%– Education industry: 20%
• Click-throughs– MSU Extension newsletters: 34% – Education industry: 13%
MSU Extension News Digest Breakdown
Easy to subscribe•Sign up on website
•Sign up on Facebook
•Text MSUE to 22828
• Custom newsletters give educators ownershipIncreasing Engagement
Being present and strategic in social media brings results!
Use your stats to guide youApril 2012-March 2013 April 2013-March 2014
Images increase engagement
Content =social capital
Traditional media v. new mediaTraditional media New media
Means of communication prior to the internet.
The introduction of web 2.0 technologies delivering news from digital devices anytime,
anywhere.
Measurable Digital Mentions
Measurable Digital MentionsU.S. – 2012-13
Measurable Digital MentionsMichigan – 2012-13
Measurable Digital MentionsU.S. – 2013-14
Measurable Digital MentionsMichigan – 2013-14
Digital Packages
Digital Packages
Staffing for successMSU Extension News•Posting >350 articles/month•Sending 140 digests/month•Entering events•Updating other content•Manage social media (new position)•Manage news presence (restructured position)•Strategic manager (working differently)
10 com pros (6.5 FTE)2 IT pros (1 FTE)+ 2 to 4 students (~1.5 FTE)
Extension has an audience!