Communication: Audience, tools and metrics By Mike Beacom, NACD Forestry Specialist

NACD Forestry Notes Know Your Message We tell conservation district forestry stories and share relevant information… however possible.

It starts with knowing your audience(s) Know Your Message It starts with knowing your audience(s) Conservation district staff & volunteers Partners “Customers” Policymakers Your audience acts and/or carries your message. Beyond classifications, who are they? Think deep.

AUDIENCE: Selective content. Know Your Message AUDIENCE: Selective content. News feeds are congested, and information is everywhere. Focus on quality. Less can be more.

AUDIENCE: Be targeted. Know Your Message Do not cast a wide net. When you find your audience you do not need to.

Know Your Message Selecting the tools we use can be as important as the stories we share. It’s the vehicle to get you there The user relationship is tool-based more than content

TOOLS: Engage. Know Your Message It’s not enough to produce good content. Ask questions Tap into trends Consider motivations “Content starts (and ends) with relationships.”

TOOLS: Purpose. Know Your Message You no longer “need” to have a website or a Facebook page. The only thing you need to do is think through what will best connect with your audience and have the best impact for the time required (ROI). A different design for each tool in the toolkit.

TOOLS: Facebook Know Your Message Visual content Good for self promotion Good vehicle for video content Easy to set up shop Best metrics options

TOOLS: Twitter Know Your Message Don’t fear volume Tags, tags, tags Collections, field tours Partners are there Policymakers? People your age are there, too Your breakfast choices are optional Share the wealth #DistrictsAtWork

TOOLS: LinkedIn Know Your Message Professional, less social Allows for “deeper” discussion Meme friendly Can house timeless content

TOOLS: YouTube Know Your Message Where it’s going Promotional opportunities A channel is easy to maintain Content not as difficult as you think Shorter is better

Know Your Message NACD Forestry Communication “Reach” eNewsletter reaches 11,000 Print newsletter reaches 4,700 Twitter reaches 1,000 Facebook reaches 250 LinkedIn & YouTube coming soon! How to grow your following… just ask

TOOLS: How to manage Know Your Message You are always on the job (#NACDforestry2018) Everyone on your team is a communications specialist HootSuite & Smarter Queue

Metrics matter (more than you know). Know Your Message Metrics matter (more than you know). Reach is overrated Invest in upgrades to drill deep Trial and error leads to success Is your play surface or click-thru? Both are a science.

METRICS: Surface. Know Your Message Different values for different reactions Thinking through discussion goals and strategies Shares are the GOLD standard Fan Reach Rate = unique reach/total following Engagement is driven by community more than subject matter.

METRICS: Clicks. Know Your Message The art of Inception One goal: drive traffic Hours of training sometimes required to perfect this craft Photo, headline, teaser, subheadline Click Rate = clicks/unique reach Creating clicks without being click-baity The art of Inception