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

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

3. 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.

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

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

6. 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

7. 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.”

8. 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.

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

10. 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

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

12. 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

13. 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

14. 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

15. 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.

16. 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.

17. 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