In Extension we work in a variety of fields and with many great folks all over Oregon and worldwide. If you’re looking to reach people where they are at, video is an excellent medium to consider. YouTube is the 2nd most used search engine(1), and an excellent way to reach 18-49 year-olds. 80-90% of that age range uses YouTube monthly(2)!

With all of these billions of questions being asked on a regular basis, we need some help to find out what those questions are and how to best address them. We are regularly looking at the analytics from our Extension YouTube channel to harness our past data to help inform a better future.

Knowing how people search

If you’re curious about what the world is looking and searching for check out Google Trends. This is a great place to start when thinking about creating a video. You can break things down by region, look at related terms or topics, view seasonal popularity, and more. It’s useful to think about the terms that your audience will be using and not what you might use in academia.

Here are some of the search terms that have brought viewers to our YouTube channel recently:

 

  • Blue: how to get rid of moss in your lawn (and other variations)
  • Light Green: insect collection (and other variations)
  • Purple: plant pathology (and other variations), quinoa (and other variations)
  • Dark Green: small farm (and other variations)

All of these are terms and phrases used to search on YouTube. These are just for videos we currently have, there are many search terms where we have either no videos or we could use something more recent. Consider entering some search terms your audience would be looking for into YouTube, Google, or Google Trends. You very well could find some gaps in relevant content or perhaps a topic that needs refreshing.

Some of the most popular uses of video, in the case of YouTube, is for How-Tos and trying understand the world or products(3). This is right in Extension’s wheelhouse! Here are some videos that are currently harnessing curiosity well on YouTube:

From left to right:

  • Pinning Butterflies and Moths,
  • How to Identify a Plant or Weed
  • Collecting Insects with Traps and Lights
  • Collecting Insects: Tools and Supplies
  • Sweep Net Technique
  • Using A Plant Press.

All of these were in the top 12 for views in 2019, and as you’ll see below they are also some of the best at holding the audience’s attention.

Holding the audience’s attention

Think about your current audience. What are the questions that are being asked on a regular basis? What kinds of skills or procedures could you show through video?

While explaining the research and science behind topics are great, most viewers are looking for a solution to a problem. Get to the point and then explain the reason behind the solution. Looking for the “I-want-to-do ___” moments in your area of expertise is a great place to start.

We use the Audience Retention metric to see how a video is doing at getting to the point and meeting the viewer’s needs. Views tend to have a steep drop-off after the beginning. It’s important to hook the viewer in right away and prove that the video will meet their expectations. The first 15 seconds are the most crucial. These videos are doing well at holding viewers’ attention:

From left to right:

  • Scotch Broom Removal
  • Income Opportunities from Logs
  • How to Make a Trap to Catch the Spotted Wing Drosophila Fly
  • Sampling for Varroa Mites from a Honey Bee Brood Nest
  • Sweep Net Technique
  • How to sample a lot of hay
  • Collecting Insects with Traps and Lights
  • Managing Moss in Lawns.

All of these have over 60% viewer retention (very good), and you’ll notice that each one does a good job at directly addressing a problem or showing how to do something.

Audience Retention is also important for another reason: Google uses this in their algorithm when showing related videos at the end of a video. Having a high retention rate increases your chances of showing up in viewers’ feeds.

How to approach creating your video

Video is an amazing tool at reaching audiences, but because it is so widely used, it’s important to approach creating a video with a strategic plan otherwise you risk being drowned out. Here are some questions to ask if you’re thinking of getting into video:

  • Who is my audience (both existing ones and new ones you hope to attract)?
  • What kinds of questions are you hearing regularly, and what does data from sources like Google Trends say about your topic?
  • Do any of these questions work well as a How-To or to help someone in that “I-want-to-do ___” moment?
  • Is this a topic that can be shown well visually?

Something else to consider is to use YouTube as a social media platform. If you are willing to check the comments and to make your video interactive, it can be a good space to have conversation and address other questions that might come up. These interactions can also inspire future video topics.

Author: Stephen Ward

 

(1) 54 Fascinating and Incredible YouTube Statistics

(2) The latest video trends: Where your audience is watching

(3) Many Turn to YouTube for Children’s Content, News, How-To Lessons

Occasionally, we still hear from Extension faculty or staff worried about people not being able to find things on the website. Extension does have a lot of content on the site, and we do care what audiences think. This year EESC will continue our work on website usability and use analytics to help improve the visitor experience. Yet, the design solutions may not be what you thought, and focusing on content may be a better approach.

Where you can worry less: the changing design trends

Forget the “three-click rule.” The idea that web visitors will get frustrated if they have to click more than three times to find a piece of content has been around for the last couple of decades. Logically, it makes sense, but how many times they click doesn’t matter(1) and can make for unruly menus. What matters is each time they click, the page should deliver something to get them closer to an intended goal.

Also, our home page isn’t as important as you think. Visitors to our website are less likely to land on our home page than in the past – approximately 3% of visitors. This is a common trend happening across all websites. Search engines and social media are a big factor, as they will link to whatever page is relevant on our site. People go to a page of interest and don’t see the homepage.

A greater focus on organized, well-titled content and landing pages (vs. home page and navigation) can give you more visitor retention opportunities.

What to focus on: the content most asked for or that meets your goals

Give people the good stuff upfront when it comes to landing pages. What do they often ask about? Feature it prominently anywhere on the page, and then direct them to related content that may be less intriguing but still critical information. EESC can work with you on how to surface these top tasks.

One Nielsen Norman Group study(2) found that, like general web readers, the professionals we serve want content easy to scan and digest. They differ in that most are looking for detailed facts, verifying the credibility, and comparing data or related findings. Overstating outcomes or having out-of-date content diminishes credibility.

Two types of information particularly attract their attention:

  1. New information that they haven’t considered or heard of
  2. Contradictory information that is contrary to their existing knowledge or beliefs

This may be one reason a web article, Branding: OSU working to settle the debate of the ages, surpassed others in the high number of pageviews recently.

Do you have emerging research to share on a long-standing issue or trending topic? Share with your content team to get their input and then add as an article online. Web visitors can leave you feedback on the article, and then you could potentially develop the article further into a catalog publication or journal submission.

After reading these popular articles on the Extension website, the majority of people then leave the site. What action would you want visitors to take or what could they read next to further their engagement? How can we work together to improve that?

If you find when looking at the new analytics dashboards that a piece of your content does not reach people as hoped, then let’s look into it. What can we try with the content or on the landing pages, or in the promotion of it, to help? Also, assess your goals (e.g. attracting new participants) and ask how your online content can help to better meet them.

These actions keep content, and the related strategy, at the center of what we should be worrying about on the website, and helps us to better support people in our online communities.

 


Extension website updates

Are people still having trouble finding information online? Tell us on our beav.es/extension-support form (click the last option).

Newsletters now have a button link that goes to a “past issues” page, so the list on the main page only shows the 6 most recent issues. This will happen automatically once you reach more than six back issues.

Want to see who all the members are of a specific content team? What about contacting all web group leaders, or reaching out to a specific member of your web group? You will be able to do this now through the content management system when logged into the website. Just look for the link to this on your My Groups page.


(1) The Three-Click Rule for Navigation is False, Nielsen Norman Group 2019

(2) Writing Digital Copy for Domain Audiences Nielsen Norman Group 2017

Hoping to avoid accessibility mistakes? Check out our top 10 things to avoid.

Accessibility means all visitors can access and use content regardless of disability. As a federally-funded institution, it is legally required that all our web content be fully accessible. We all have a part to play in fulfilling this obligation. These are the top ten mistakes we see on the Extension website that hurt accessibility.

10: Writing with the assumption visitors are using a certain device

Examples: Instructing users to right click on a link, scroll down a page, press a specific key on a keyboard, etc.

Why this is a problem: You can never know what kind of device visitors will be using to access your content. Many will not be using a mouse or keyboard because they are on mobile devices. Others will be using screen readers or voice commands.

How to fix: Use more generic terms for actions you want visitors to take. For example:

  • Instead of “click on the x option”, use “select the x option”
  • Instead of “right click on the file name and select ‘save’”, use “download the file”

9: Referring to the appearance or position of elements on the page

Examples: “Use the gray links to the left to explore options”, “click the orange button above to register”.

Why this is a problem: Elements on the page appear in different places depending on the type of device the visitor is using. Some visitors will not be able to see them at all.

How to fix: Avoid referencing other elements on the page. For example, include a link instead of pointing visitors to where it is already on the page. If this isn’t possible, use a label that doesn’t rely on appearance or position.

8: Writing in all-caps

Examples: “This event is FREE to the public”, “ALWAYS WEAR GLOVES WHEN DOING THIS”

Why this is a problem: Screen readers may assume a word in all-caps is an acronym and read each letter individually.

How to fix: Don’t type words in all-caps unless it is actually an acronym. To emphasize text, make it bold.

7: Relying on YouTube’s automatic captioning for videos

Why this is a problem: YouTube’s automatic captioning does not include capitalization or punctuation. Remember, many people using captions can’t hear the pauses where punctuation would be. They also can’t tell when a new speaker starts talking. YouTube also has trouble recognizing proper nouns and specialized terms (such as “agritourism”). 

How to fix: Use YouTube’s automatic captioning for a starting point, but be sure to check them and clean up as needed.

6: Opening links in new windows/tabs

Why this is a problem: Screen magnifiers are some of the most common assistive technology used on line. People with low-vision use these to zoom in very closely on a small section of the screen. In these situations, it is difficult to determine when a new window/tab opens. They may think they are still in the same tab and be confused why they can’t use the back button. It also takes more time for them to close out of the new tab/window and get back to where they were. 

How to fix: Avoid creating links that cause new windows/tabs to open (the most common are file download links).

5: Uploading content as a PDF when not necessary

Why this is a problem: Web browsers include accessibility features which programs that open files often lack. It requires more training to create accessible PDFs than web pages. Additionally, PDF files are generally larger than web pages. They are often slower to download, especially on a slow connection.

How to fix: Whenever possible, enter content into the website as text instead of (or in addition to) a file upload. E.g. articles instead of educational documents, subpages instead of program resources.

4: Using unclear link labels

Examples: “click here to register”, “download the paper here: https://oregonstate.box.com/s/jwq15kn7d5swzfma564ggzvk55cqhudg

Why this is a problem: Almost all visitors to a website will prefer to scan rather than reading everything on the page in order. Sighted people do this by looking at headings or section breaks. People using screen readers have other methods. They often have the screen reader pull out all the links on the page so they read through only those initially. If the links that get pulled out only say “click here”, “learn more”, or a raw URL, this functionality isn’t useful. Additionally, voice command software may allow people to “click” on a link by saying the label. If there are links that are unpronounceable, this functionality doesn’t work.

How to fix: Use link labels that describe what the visitor will go to if they click that link. For example, a link saying “download registration form” makes it clear what you’ll get when you click. On the other hand “click here” doesn’t provide any context for the link.

3: Not providing alternative text for images

Why this is a problem: Screen readers can only read “true text” (i.e. text you can highlight with a mouse). Therefore, any text included in an image is invisible to screen readers and the people who use them.

How to fix: When you upload an image on the Extension website, there is an “Alternative text” field. You should include all text and other content in the image in this field. If an image contains a significant amount of text, it is better to convert it to an accessible PDF or web page.

2: Not checking the reading level of content

Why this is a problem: Hard-to-understand text content is the #1 accessibility problem over the entire internet. It affects everyone who accesses web content. This includes:

  • people with learning or other disabilities
  • people who don’t primarily speak English
  • young people
  • people with low literacy
  • people in stressful or frustrating situations which may impair their reading comprehension temporarily.

How to fix: Put all your content through a reading level checker such as Hemingway Editor. You should aim for a level of 6-8. It is, generally, a myth that more complex subjects require a higher reading level. There are two methods that can improve readability without changing the actual contents.

  • Shorter/simpler sentences: Avoid run-on sentences at all costs. Every comma can be a point to at least consider splitting one sentence into multiple.
  • Breaking up chunks of text: Use headings, short paragraphs, bulleted lists, etc. to break up longer chunks of text. This makes the content easier to read and helps people skim to find what they need more quickly.

1: Using (or not using) headings appropriately

Examples: Using the “Format” dropdown on entire paragraphs. Separating sections of text with bold section titles without using the “Format” dropdown.

Why this is a problem: Incorrect use of headings is a huge accessibility issue for screen readers. More often than not, visitors using screen readers will pull out all the headings from a page first thing. This allows them to skim rather than read everything on the page in order. Formatting text as a heading when it isn’t gets in the way of this technique. Not formatting text as a heading when it is one will cause the technique not to work.

How to fix: Only use the heading options in the “Format” dropdown of the text editor for actual headings. However, be sure you do use them for all actual headings in the text.


For help implementing any of the fixes described above, submit a support request with the EESC web team.

The Web and Content Strategy team is committed to website accessibility. Accessibility means that content is available to and used by a diverse variety of visitors. This refers to making a site useable for people with physical and situational disabilities. But, it can also apply to others, including:

  • People using small screens on mobile devices
  • English-language learners and automatic translators used by non-English speakers
  • People of diverse ages
  • Non-human visitors to the site, such as search engine crawlers

As an institution that receives federal funding, we are legally required to make content and services accessible.

Many accessibility features are built-in to Drupal platform. We promote accessibility best practices in our workshops and training materials. But what about people who speak a non-English language?

The Office of Diversity, Equity, and Inclusion recently added a document translation service. The TRANSPORT translations portal is a tool you can use to submit documents for translation, or to get a price quote to help with your program planning. This tool is available to all Extension employees.

Non-english speakers in Oregon
Source: https://datausa.io/profile/geo/oregon#languages

In 2018, the most common non-English language spoken in Oregon was Spanish. 9.36% of the population of Oregon are native Spanish speakers.

Website analytics over the past year show that the percentage of users who have their browser language set to Spanish, 0.16%.  This is a sign that the Extension website is not meeting the needs for the majority of Spanish language speakers.

We are in the process of adding Spanish language translation capabilities to the Extension website.

This is an ambitious project and will be developed in 3 phases over the year.

Phase 1: Manual individual page translation

  • Over the next few months the web team will be configuring a set of multilingual modules to enable translations. Once this is in place, you’ll be able to add an Español translation to your content.
  • If a page is available in another language, users will be able to switch from English to Español by clicking the Español tab.

Phase 2: Google Translate integration

  • When a new version of an English page is saved, the system will make a call to Google Translate to create a  Spanish translation. Translations will have a moderation process, so only reviewed translations will be available to the public

Phase 3: Fully translated website

  • All content, tags, topics and menus translated

Extension & Experiment Station Communications (EESC) has some history with multilingual websites. Back in 2014, the EESC publications team produced two spiral bound, pocket-sized “flip books” for Christmas tree management. Each book has a side written in English and when you flip it over, you have the same content in Spanish. The authors were also interested mobile version for workers in the field. Using the multilingual capabilities in Drupal, we recreated each book in both English and Spanish. Users switch between English and Español by clicking a button. These are a fully translated websites, where there is a matching page for each language.

Below are some screenshots of the flip books showing both the  English and Español versions.

Mobile phone:

Mobile side-by-side comparisons

Desktop browser:

preview of EM 9093 website

preview of PNW 659 website

Website updates

  • “Languages spoken” field was added to user profiles for listing other languages that you speak.
  • An “impact stats” section that shows as an orange bar across the page has been added for program pages. You can see an example of this on the Extension homepage.
  • Added a new “podcast” content type for sharing podcasts. For more information see the Podcast chapter on the Extension Website User Guide.

The Linn County ‘Forestry and Natural Resources’ focus area is a great example of a county focus area. These are some of the things we love:

What you can do now

Review your focus areas pages. Is there anything you can do to improve the text or images based on the example above?

See: How to create a focus area.

Website updates

Updated functionality for timezones. For example, in Malheur County the currently open/closed information displays correctly in real-time. It also displays MST/MDT next to office hours and events as appropriate.

Let’s ask ourselves: How do people find information about my Extension program? How do they find ways to participate?  Plus the critical follow up: How much do people like the interactions they have with my team?

Doing Extension work well is based on the answers to these fundamental questions. The answers inform how we plan any of our outreach and communication efforts.

To reach answers to the questions, everyone on your team must understand the essence of the experiences your constituents have.

Journey mapping is an exercise we use to shed light on that.

Shine a bright light on any areas where your constituents’ feedback says they have a less-than-perfectly-delightful experience… and your team can make a plan to turn that around!

What is a Constituent Journey Map?

A journey map is a type of diagram. It’s a visual representation of an experience as viewed from the direct perspective of one constituent (or constituent group) with whom your Extension program interacts. The important piece is that everything in the diagram is meant to capture the experience of your constituents themselves. This is not about your program team’s perspective.

While journey maps come in many different forms, commonly it is represented as a timeline of all the touchpoints between a constituent and your program—i.e. what they see from outreach efforts, materials they read, places they go, and people with whom they talk. This timeline contains information about all channels your constituents use to interact with you.

A user journey map template. Image: NNGroup

What are the parts of a journey map?

A journey map facilitates analysis of a journey in elements like:

  • Persona – what are the characteristics of an average program participant or constituent
  • Stages — does the journey proceed through distinct phases of interaction?
  • Incremental steps — such as those that help complete a specific process
  • Touchpoints — how does the person come in contact with your program?
  • Technology used (if any)
  • Amount of effort — is the constituent passively receiving info or filling out a form (or other task), e.g.

What design problems do journey maps help us solve?

Primarily, the goal is to visualize how a constituent interacts with our services and allows program design to occur in a way that takes a constituent’s point of view into account. The approach leads to:

  • Improved services to a specific audience
  • Helping discover ways to align audience’s experience with your program’s strategic priorities
  • Exploring potential problems that may have arisen in surveys or feedback
  • Planning for a transition or change in direction

This fosters a constituent-centric approach to designing our efforts, which ultimately leads to a better experience for them.

Example of a completed constituent journey map

The seven steps to create a journey map

1. Choose scope

The scope of the constituent journey map can vary from the high level showing complete, end-to-end experience to a more detailed map focusing on one particular engagement—for example, registering for a workshop.

2. Create a persona

Who is your constituent? In constituent-centered design and communication planning, personas are profiles of fictional characters created to represent the different types of Oregonians that have similar service needs. A persona should be created based on information you have about your audience(s). Having solid information about an audience will help prevent making false assumptions.

Tips for creating a persona:

  • Collaborate with team members who interact directly with this audience
  • Look for commonalities and patterns among various individuals
  • You may create multiple personas to represent different groups
  • Base your persona characteristics on data you have collected

3. Define the constituent’s expectations

It is important to define what expectations the people in the specified audience may have about the interactions described in the journey map. For example, one scenario may be a person using a Google search to find information pertaining to a workshop. Here, the expectation may be that the workshop’s title will appear in the search results and the link will proceed to a page full of detailed information on the webpage.

Meaning that in some cases, the expectation is fairly simple and straightforward. In other cases, more complexity is involved. The key is to be on the lookout for where things get more complicated. This can lead you to the source of frustration—one of the pain points mentioned below—some will feel when they’re trying to complete a task.

4. List all the touchpoints

Touchpoints are actions taken by the constituent and also interactions they have with your program. It is important to identify all main touchpoints to establish as much empathy as possible for how, where, and when your constituents add to the perception they have of your program and how it communicates out into the world.

5. Take constituent intention into account

What motivates your constituents to engage with your program, to view online content, or to sign up for newsletters? Another way to look at this is to ask what specific problems are people hoping to solve when they decide to reach out to you online? Different segments of your audience will have different reasons for engaging.

Let’s use an average e-commerce website as an example. There is a difference between a shopper who is just browsing through many options and one who wants to arrive to the website to accomplish a specific purchase. The design choices on how to display information or options—such as a “buy now” button—would take the differences into account.

For each journey map, it’s vital to understand:

  • Motivation – why are they trying to do it?
  • Channels – where are interactions taking place
  • Actions – the actual behaviors and steps taken by people
  • Pain points – what challenges arise as people are trying to complete tasks

6. Create a first draft of your journey map

Mark Kindred will work with you, guiding the process of filling in the components of your team’s journey map. Or simply start building your own map. Try to account for all the timeline elements that you can related to your program. This can be a fun exercise, and the idea is the results will have a positive effect on all the various types of communications you have with your audiences.

7. Perform an assessment and refine the map

It is important to point out that journey maps should result in truthful narratives (or as close as you can get).

You should plan to use information from the Extension website’s content analytics dashboard as evidence that your journey map resembles real use cases. Gather and analyze information about your audiences on a regular basis. For example, participant feedback (do you send out online surveys?) is something that can be used to improve your team’s understanding of their experiences.

Your journey map assessment yields:

  • Where are the opportunities to combine separate steps to produce a streamlined experience?
  • Which steps represent pain points people experience and how might those be changed to improve the experience?
  • Which steps require exerting the most effort and how might you reduce the effort?
  • Where do people encounter a “moment of truth” type of event that makes or breaks their experience or leads to different outcomes (perhaps different than intended)?

Conclusion

The most critical thing to remember is that the goal here is to create a journey map that helps everyone share the same vision for your program.

You may start collecting the parts of the map today and share them with your team or colleagues who are familiar with the audience you’re serving. Let them weigh in and make it more and more accurate.

Make it possible for everyone on your team to examine the entire experience from the constituents’ point of view then leverage the information while designing various aspects of your program.

 


About the Navigator digital engagement team. In the coming months, many of you will hear from me as I produce a long-term CRM strategy for OSU Extension. I look forward to talking with you and ensuring the CRM plans are in alignment with the business needs of your unit and the long-term vision of the university. The Navigator team is looking forward to talking with you about how digital engagement is aligned with your work and can provide new benefits.

Extension website updates.

  • The Extension web team is aware of recent incidents of website pages that may load more slowly than normal and is investigating the issue to get it resolved. An important point is slow load times seem to be isolated to Extension employees who are logged in to the website content management system at the time. The web team does not expect average visitors to be impacted by this issue. If you have any questions, please contact us via the support form.
  • Information about Content Teams and Web Groups has been updated on the Content Teams/Web Groups page. Please review the information for a content team or group with which you are involved for accuracy.
Posted in CRM.

“There are clear champions related to the digital strategy,” said Anita Azarenko at a quarterly conversation last summer. “Is there a way to capture that enthusiasm, that energy, to help the web and content strategy team help others? I’m not saying put more on your plate because some of you are already doing this, but how can you help others make this transition?”

At our Extension annual conference in December, our web team saw some champions at work. We observed Extension faculty coaching colleagues on producing peer-reviewed educational content. We heard people talking about how topic pages or journey maps function. And we had full rooms of people at our sessions hoping to learn more and get their questions answered.

We also want to recognize the 50 people who were most active in 2019 to keep the content current. They dove in and put things into the new content management system, so it could show up on the Extension website. Thank you!

Looking forward

As we start the new year, we will look for champions who share their best practices or how-to tips with others. Or, implement new processes as a team. Here are 3 ways you can contribute in 2020 to helping your colleagues:

  1. Convene your group or team to put together a content calendar or make decisions about recurring questions
  2. Subscribe to these blog posts to stay up to date, and share as a regular agenda item at your future meetings
  3. Join others to present a peer-based training or contribute your thoughts in a Navigator blog post

Jen Holt, who coordinates Oregon Master Beekeeper and Oregon Bee Atlas programs, shared her experiences with the transition.

“At first, I was a slightly unwilling participant. I had an established program with an existing website that had served us well for many years,” she explained during the Extension annual conference.

“Yet, once I got started I grew in my understanding and use of the new Extension website. I have been using this website for a year now, and the finished product greatly exceeds what we were using in the past.”

She admits the hardest part is learning the terminology, but that the help docs can be your friend. She likes that new pathways of involvement are now available online:

  • The interactive features for the general public to have their questions answered
  • The ability to highlight a list of their publications and events based on tags
  • A way to tie into the larger OSU and Extension community.

View her slides and notes for her presentation.

Would you like to share your experiences in a future blog post? Contact us to let us know.

Roundup of Web Updates during 2019

If you missed out on reading the posts last year or want a recap, this roundup will get you on track with what we did:
  • Launched new designs for county landing pages, local focus areas and the Extension homepage. We also made it easier to show different style formats.
  • Added many new tools groups can see when logged into the site. You can now see feedback from visitors and analytics dashboards to show their activity. Also, review any revisions notes from EESC copyediting.
  • Answered over 600 support requests from Extension faculty and staff throughout the past year. As a result, we made many iterative changes to existing features to make the site work for different situations.
  • Hired a new Salesforce programmer who has met with different groups. He shared how this new constituent relationship management system can apply to Extension’s work in the future.
  • Held trainings around the state, and taught how to use OSU tools like Box or Beav.es for file and link management. We also created new how-to videos to familiarize you with the website.
  • Outlined everyone’s content management roles, and how to count your web activities in Digital Measures. We also integrated your awards and publications from Digital Measures into your profiles.
  • Shared tips on sprucing up newsletters or catching the attention of web visitors. We also added tools or data-informed recommendations for improving content’s readability, accessibility and findability online.

UPDATED 7/17/2020

This month, we released a content analytics dashboard for content groups on the Extension website. Now, the most useful data about your content is in a simplified interface that you can access directly from the Extension website. 

Many thanks and kudos to the EESC web team’s student employee Hawii Boriyo, who implemented the dashboard and helped greatly with it’s planning and design!

How to access the dashboard

  • Login to the OSU Extension website
  • Visit the “My Groups” page
  • Click on your group
  • Find the new “Analytics” tab at the top of the page. This tab will take you to the analytics dashboard for the content in that group.
  • Explore your dashboard. There are tips on understanding the data on the right hand side of the dashboard.

See how your content compares to other content on the OSU Extension website: 

  • On the top of the dashboard, there is a link to “See analytics for all OSU Extension.” 
  • Click the link to expands the data displayed on the dashboard to include all content on the Extension website.

In the future, we plan to implement additional dashboard views that can provide data about individual pieces of content as well as all content by a particular author and program area.

Data available on the dashboard

Dashboard screenshot

The dashboard is broken up into several sections:

  • Top content: this section contains information about
    • How often content from the group is viewed (pageviews)
    • How many people visit the group’s content (users)
    • How long on average that people spend viewing the content
    • The most visited pages in the group
  • How visitors find us: this section contains information about\
    • The way that visitors find content produced by the group (see the help text on the right-hand side of the dashboard for definitions)
    • Websites, both internal and external to OSU, that link to the group’s content  

Dashboard screenshot

  • About the visitors: this section contains information about
    • The approximate locations of visitors who view  content from the group
    • The preferred languages of visitors to the group’s content
    • The types of devices used by visitors to access the content
    • How many times visitors visit content in the group
  • Visitor navigation: if you are a member of a program group, you will see this section with information about the first and last pages visitors go to when they visit the group pages
  • What visitors look for: when you look at the dashboard for all content on the Extension website, you will see this section with information about the most common terms visitors enter in the search box on the Extension website. It also shows the most common terms people enter that return no results.

 

How to use the dashboard controls

There are several controls on the dashboard you can use to expand or restrict the data you see. 

  • Date range: at the top of the dashboard there is a dropdown widget where you can select the date range for the data shown on the dashboard.
  • Page title: in the “Top Content” section, there is a widget you can use to see data about only a specific page or set of pages. To do this, type in the title of the page and press enter. If you don’t know the exact name of the page, you can click on the box that says “EQUALS” to reveal a dropdown where you can select “CONTAINS” instead.
  • Search terms: in the “What visitors look for” section on the all Extension dashboard, you can filter to see if the search terms contain a particular word. To do this:
    • Click on “EQUALS” to reveal a dropdown and select “CONTAINS”
    • Type in the word you want to filter by and press enter

How to interpret the data

The content analytics dashboard provides quantitative data about content, meaning that you will need to do some interpretation in order to find actionable takeaways. These dashboards can be useful to see if outreach or content strategies you are trying lead to an intended change. Here are some tips for doing this:

  • Identify gaps and opportunities
    • The “About the Visitors” section may show you audiences that you may not be effectively serving up to this point. Do you have content relevant to the places they are from? Do you have content in the language(s) they prefer?
    • On the flip side, this section may reveal that audiences you have heavily focused on in the past are not using your content as often as you would like. If this is the case, you may need to do some outreach to figure out why this is or reconsider where you are directing your efforts.
    • In the “How visitors find us” section, look at the sites that are linking to your content. Is your content appropriate for people coming from those sites? Are there any sites you know of that you would like to link to you?
    • The “What visitors look for” section may identify topics visitors are interested in that your group has expertise in.
  • Look for trends and outliers
    • In the “Top content” section, look for pages that are more popular than others, pages where people spend more time than average. Then, you can see what about that content  could help to bring the rest of your content up to that level.
      • One way to do this for pages is to look at the feedback on the page.
    • Also look at the pageviews over time graph at the top of the dashboard for times when pageviews spiked. Do you know why the spike happened? Can you make that happen again?
      • If you don’t know where a spike in pageviews came from, try narrowing the date range for the dashboard to only that day and look at the “Where visitors come from” section.

In the new year, we will work to do some online tutorials or webinars to offer more suggestions on analyzing your content data, answer your questions, and hear from you on other analytics that may be useful. 

Web updates

  • If you are filling out your Digital Measures, read this blog post from earlier in the year about how to count your web efforts this year.
  • Events now can add related content. Using the new field, select existing content by title and it will be featured on the bottom of the event page. This can be useful for people to learn more about the topic or presenter.
  • Topic resources pages and search results can now be filtered by audience.
  • When creating an event, there is now the option to hide the address and instead display “Location details will be provided to attendees.”
  • County landing pages can now display up to 5 local focus areas.

If you saw something at the 2019 EAC you found especially interesting and I’m not covering it here… We encourage you to scroll down to the “Leave a reply” section. Please post a comment to describe how we can help.

On behalf of the Navigator team and others in EESC, just a quick “thank you” to all who had conversations with us, stopped by our table, or simply listened in on the exciting ways in which we have been working to empower digital engagement for Extension in 2019.

What is Navigator? Navigator is a customer-focused system to engage Oregonians and deliver information across multiple channels

In case you missed one of our teams’ sessions, or were looking for a way to rekindle some of the excitement building up around what was presented, here are some downloadable presentation materials we think can help you build ideas for digital engagement in your program area or office.

 

1. DIY Extension Marketing

Michele Scheib, Ann Marie Murphy, Chris Branum, Nicole Strong

Creating awareness of the value of Extension and recruiting participants and volunteers is often top of mind and can be a challenge for Extension offices and programs. This session shared tools, ideas and experience to help market Extension in your county and region from a variety of people and perspectives.

Download presentation

From the Extension Website User Guide

 

2. Extension Website Lightning Talks

Bryan Mayjor, Amerie Lommen, Michele Scheib, Jen Holt, Mark Kindred

The Extension website is more powerful than many realize. In this session, we presented short lightning talks on tips and tricks for using the Extension website and related tools, reporting impact (including Digital Measures), best practices and requirements for web content (including accessibility for visitors with disabilities), and news about upcoming milestones in Extension’s digital strategy, including CRM development.

Download presentation

Handouts

 

3. Building a CRM Practice in Extension Programs: the How & the Why

Mark Kindred, Carrie Berger, Daniel Leavell

The Extension Service is scaling up its use of CRM (Constituent Relationship Management) software as a digital tool to increase efficiency and strengthen productivity. For each program across Extension, the scope and scale of a CRM practice will differ. This presentation highlighted the steps undertaken to assess, plan, and implement a CRM practice using Salesforce. Learn what worked, what didn’t, and why this digital solution was necessary for helping the program achieve its goals.

Download presentation

 

 

4. Who Did What? Simple Secrets to Effective Writing

Jim Sloan and Janet Donnelly

This humorous, interactive session described the basic rules for writing for a general audience. We covered how to outline your material, how to structure sentences and paragraphs, and how to develop a writing style that engages and entertains readers. This session is helpful and inspirational to anyone in Extension who writes material for a lay audience.

Download presentation

 

 

5. Extension Efficiency and
Growth Opportunities

Amerie Lommen, Xenia Velasco, Mark Kindred, Jeff Sherman, KJ Knight, Kevin Leahy, Raul Burriel

A panel that helped foster ideas for social resilience and growth mindset, intergenerational marketing, community engagement, sustainable growth, keeping up meeting and event attendance within the community, reaching the next generation, and more!

Download presentation

 


About the Navigator digital engagement team. In the coming months, many of you will hear from me as I produce a long-term CRM strategy for OSU Extension. I look forward to talking with you and ensuring the CRM plans are in alignment with the business needs of your unit and the long-term vision of the university. The Navigator team is looking forward to talking with you about how digital engagement is aligned with your work and can provide new benefits.

Last week we launched a new homepage design for the OSU Extension website. Additional design refinements for the homepage will be coming soon. Homepage updates include:

  • New feature to sharing three key statistics. (This will also be available to content groups for program subpages and collections.)
  • New footer for the OSU Extension website. This is the black section at the bottom of all pages on the OSU Extension website.
  • Easy ways to find information for local county offices, including a direct links to each county’s event page.
  • A new design for homepage featured content. This will highlight awesome content across OSU Extension.
  • Ask an Expert featured questions.

Check it out, we’d love to hear what you think! Share your feedback.

 

Come see us at the OSU Extension Annual Conference!

These are our sessions:

 

Extension Website Lightning Talks
Jennifer Alexander, Mark Kindred, Amerie Lommen, Bryan Mayjor, Michele Scheib
Wednesday, 9:15-10:00am

The Extension website is more powerful than many realize. In this session, we will present short lightning talks on tips and tricks for using the Extension website and related tools, reporting impact (including Digital Measures), best practices and requirements for web content (including accessibility for visitors with disabilities), and news about upcoming milestones in Extension’s digital strategy, including CRM development.

 

DIY Extension Marketing
Ann Marie Murphy, Nicole Strong (TBC), Michele Scheib, Erik Simmons (TBC), Chris Branam, Kym Pokorny
Tuesday, 1:30-2:45pm

Creating awareness of the value of Extension and recruiting participants and volunteers is often top of mind and can be a challenge for Extension offices and programs. This session will bring tools, ideas and experience to help you market Extension in your county and region from a variety of people and perspectives. Come prepared to share one of the most effective 2019 marketing efforts from your county or program!

 

Building a CRM Practice in Extension Programs: the How & the Why
Mark Kindred, Carrie Berger
Wednesday, 10:15-10:45am

The Extension Service is scaling up its use of CRM (Customer Relationship Management) software as a digital tool to increase efficiency and strengthen productivity. For each program across Extension, the scope and scale of a CRM practice will differ. This presentation will highlight the steps undertaken to assess, plan, and implement a CRM practice using Salesforce. Learn what worked, what didn’t, and why this digital solution was necessary for helping the program achieve its goals.

 

Extension Efficiency and Growth Opportunities
Jamie Davis (TBD), Amerie Lommen, Mark Kindred, Jeff Sherman, Kelsey Knight, Kevin Leahy, Raul Burriel
Thursday, 1:00-2:00pm

Join us for a panel that will help foster ideas for social resilience and growth mindset, intergenerational marketing, community engagement, sustainable growth, keeping up meeting and event attendance within the community, reaching the next generation, and more! The panel will feature: Jamie Davis (Social Media), Amerie Lommen (EESC/Web Strategy), Mark Kindred (CRM), Jeff Sherman (non-traditional community engagement models), Kevin Leahy (holding meaningful meetings; getting community to attend Extension events), Raul Burriel (tech/media strategy)

 

Internet Productivity Tips & Tricks: Getting the Most Out of Your Web Browser and Online Search
Victor Villegas
Wednesday, 10:15-10:45am

Learn how to get the most out of your web browser, increase your productivity and find information faster online.

 

Information table at the conference

We will have a table on Tuesday, Wednesday and Thursday. Come find us and ask questions. We’d love to see you!