Working Differently: Toward a Fully-engaged Extension Service
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The document discusses the need for an evolved extension service that adapts to changing communication and information landscapes to engage users effectively. It outlines the importance of transforming online communication into a two-way process that fosters lifelong learning and user participation. The document concludes with proposed roles and strategies for educators to connect, curate, and engage with their audiences in meaningful ways.
Working Differently: Toward a Fully-engaged Extension Service
- 1. Working Differently: Toward a Fully Engaged Extension Service
- 2. What Is Working Differently? a way to succeed in the current and future communications environments a way to discuss and adapt to the impact future trends are having on our organization a way to go beyond the use of new tools and discuss a new way of working, communicating and educating a way to find a path forward in a new and changing communications and knowledge landscape
- 3. The Communications and Knowledge Landscapes have Changed Extension's customers are changing. They access information through devices and media that didn't exist 10 years ago. 2010 74% of adults use Internet 65% have broadband at home >55% watch video online 85% own a cell phone 57% use wireless internet >66% use cloud computing 46% use social networks Fast, mobile connections on outside servers and storage - Pew Internet & American Life Project, http://www.pewinternet.org/ 2000 46% of adults use Internet 5% have broadband at home <20% watch video online 53% own a cell phone 0% use wireless internet <10% use cloud computing 0% use social networks Slow, stationary connections built around my computer
- 4. Our Approach To Online Communication Has Not Changed Since 1994 Largely consists of electronic versions of materials created to be shared in print Information often bundled in ways that limit direct access to specific answers and help Almost exclusively built on one-way communication with little or no engagement with the customer
- 5. The Way Our Customers Use Online Communication Has Changed Online communication among the people it is our mission to serve has changed drastically User expects information when and where they want it. User expects communication fit for multiple devices (mobile, tablet, netbook, etc.) User expects communication that will compete for and keep their attention. User trusts sources that are open and value user knowledge and feedback.
- 6. Discussion Question #1 What changes, if any, have you seen in how your clients/customers use online communication?
- 7. Online Communication & Transformational Education Both high content transmission and a high level of process are the most effective in helping people and communities to solve problems or address issues.
- 8. Online Communication & Transformational Education We need to bring high process to our already high content to begin using online communication as a critical element of a lifelong learning network that helps people improve their lives and communities.
- 9. Discussion Question #2 How have you added process to content to achieve transformational education? How could that process be achieved online, if at all?
- 10. Online Communication Objectives 1. To be a catalyst for learning networks that engage people as learners and teachers 2. To give people control of their own lifelong educational opportunities through anywhere, anytime learning 3. To listen to and learn from the people we serve 4. To reach learners who we have not traditionally reached
- 11. Online Communication Objectives 1. To be a catalyst for learning networks that engage people as learners and teachers Connect people with resources and with each other Involve users in content in ways that motivate and lead to behavior change Participate in existing online communities Invite people to become partners in their own education
- 12. Online Communication Objectives 2. To give people control of their own lifelong educational opportunities through anywhere, anytime learning Organize information to work across multiple user scenarios, channels and devices Filter online information to highlight what will most affect people's lives Provide context for online information so it can be more easily applied by learners Connect people with resources and teach them the skills needed to build their own learning network
- 13. Online Communication Objectives 3. To listen to and learn from the people we serve Join existing online communities Value the knowledge and experience of the people we serve Invite and acknowledge learner participation in planning, teaching and evaluating
- 14. Online Communication Objectives 4. To reach learners who we have not traditionally reached Organize resources to meet the needs of multiple user scenarios, channels and devices Participate in communities already being used by potential customers Create resources that will compete for and keep the attention of learners
- 15. Discussion Question #3 What are the biggest organizational changes that would need to take place to achieve the online communication objectives?
- 16. Online Communication Roles Organizers The way we organize our content impacts how that content is found, how it is consumed and whether it ultimately benefits the user. Organize information to work across multiple user scenarios, channels and devices
- 17. Online Communication Roles Curators With all the information people have access to today, one of the more important roles we can play as educators is that of filter. People want to know where they can find information that is relevant and can be trusted. Filter online information to highlight what will most affect people's lives Participate and gain trust in existing online communities
- 18. Online Communication Roles Connectors Connect people with resources and teach them the skills needed to build their own learning network Participate and gain trust in existing online communities Invite people to become partners in their own education
- 19. Online Communication Roles Engagers Involve users in content in ways that motivate and lead to behavior change Invite and acknowledge learner participation in planning, teaching and evaluating Create resources that will compete for and keep the attention of learners
- 20. Discussion Question #4 What would you need to help you play one or many of the online communication roles?
- 21. A Path Forward Created by Aliza Sherman
- 22. A Path Forward Listen Time investment : 15 min./day Tools: Twitter, Google Alerts, SocialMention, Feeds Objective: To listen to and learn from the people we serve
- 23. A Path Forward Promote Time investment : 20 min./day Tools: Twitter, Facebook, AddThis Objective: To give people control of their own lifelong educational opportunities through anywhere, anytime learning
- 24. A Path Forward Participate Time investment : 30 min./day Tools: Twitter, Facebook, Diigo, Ranchers.net (and similar sites) Objectives: To be a catalyst for learning networks that engage people as learners and teachers To listen to and learn from the people we serve To reach learners who we have not traditionally reached
- 25. A Path Forward Publish Time investment : 3-5 hrs./week Tools: Ag CMS, blogs, YouTube, podcasts, eXtension Objective: To give people control of their own lifelong educational opportunities through anywhere, anytime learning
- 26. A Path Forward Build Community Time investment : 5-10 hrs./week Tools: Facebook, Twitter, Moodle Objective: To be a catalyst for learning networks that engage people as learners and teachers
- 27. Discussion Question #5 Are there ways you could work differently to free the time to listen, promote, participate, publish or build community?
- 28. Learn More Get more information on "Working Differently", share your thoughts and access the "Working Differently in Extension" podcast at http://www.ag.ndsu.edu/workingdifferently Check out all of the "Working Differently" training opportunities at http://www.ag.ndsu.edu/agcomm/events Follow @ndbob and @JulieKuehlNDSU on Twitter Like the NDSU Ag Comm Web Services Facebook page at http://www.facebook.com/NDSUAgCommWebServices
- 29. Photo Credits Slide 4: No Technolegy - http://www.flickr.com/photos/sammy0716/3005591006/ Slide 6: Foghat Live - http://www.flickr.com/photos/famewhore/291635568/ , IPod Shuffle - http://www.flickr.com/photos/nao-cha/285731505/ , VCR - http://www.flickr.com/photos/winmac/94703734/ , Radio - http://www.flickr.com/photos/roadsidepictures/145257863/ Slide 7, 8 & 9: Transformational Ed. - created by Maggie Bethel (2004), adapted from Merrill Ewert Slide 14: Cell Phone Statue - http://www.flickr.com/photos/portablematthew/1115463031/ Slide 17: Pizza Crime Context - http://www.flickr.com/photos/jamelah/4992871301/ Slide 20: Floating News Reader - http://www.flickr.com/photos/inju/112082907/ , Quote - http://www.flickr.com/photos/will-lion/2737474015/ Slide 27: Giant Cell Phone - http://www.flickr.com/photos/daryl_mitchell/3560636199/