customizing a pathforusingsocialmediainextension

Customizing A Path to Using Social Media in Extension Education

Karen Jeannette, University of Minnesota-eXtension, karen.jeannette@extension.org Anne Mims Adrian, Auburn University-eXtension, anne.adrian@extension.org

Eli Sagor, University of Minnesota, esagor@umn.edu

Video with current statistics of technology related to CES:about.extension.org/why-extension/ 

Which social networks do you participate in?

How comfortable are you using social networks?

When you read the title of this workshop and decided to attend, what did you hope to learn?

Map

your

Learning

Network

http://apps.asterisq.com/mentionmap/#user-aafromaa

Steps to StartingSteps to Starting with Social Media with Social Media

Social MediaEngagement

Potential

Building & sustaining relationships at new scales,

and new levels

Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. <http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html> “

11 Write for the Social Web

22 Participate In Online Networks

33Use social tools

44Integrate/facilitate conversations

55Evaluate

Social MediaEngagement

Potential

Building & sustaining relationships at new scales,

and new levels

Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. <http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html> “

11 Write for the Social Web

Who do you need to be Who do you need to be connected with and how?connected with and how?

In a perfect world, who are all the people that you would like to be connected to you in your job as an Extension Educator or professional? List or map them below:

How do they find and share How do they find and share information?information?

W/keywords in mind

Social Networks

Video (e.g. How-to, About)

Gaming

Mobile

Geo-location

Writing Quality Content

1. Knowledge Level – easily understood by masses

2. Interrelatedness – fits well with other content

3. Relevance – timely and evergreen4. Usability – problem free5. Actionability – next steps clear, call to

action 6. Differentiation – unique content, offers

new or better explanations

Source: BrainTraffichttp://www.extension.org/learn/event/172

Content Attributes

Descriptive Titles

Keywords

Sub-headings

Bulleted Lists

Images

Video

Links

Ability to Share Content

Carry on Conversation

Unique & One-of-a-Kind

Social MediaEngagement

Potential

Building & sustaining relationships at new scales,

and new levels

Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. <http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html> “

22 Participate In Online Networks

Challenges to Social MediaChallenges to Social Media

Harold Jarche: Seek. Sense. Share:http://www.jarche.com/2011/06/pkm-updated/

Seeking/Keeping Up (w/ feed readers)

Updates vs. Conversations vs. Conversations

High Quality Content

Visuals

Stories

Polls/Games

Ask for Feedback

Plan, yet be spontaneous

Offer opportunities to co-create

“stop being important and start being interesting” – Tara Hunt (@missrogue)

“education is not a lecture” – Dan Toland (@d_toland)

Create Sharing Opportunities Sharing Opportunities

How do we ‘be’ Cooperative How do we ‘be’ Cooperative Extension in these places?Extension in these places?

Be and share your Extension

self

Personal or Professional?

Personal Professional

Social Media: Step for StartingSocial Media: Step for StartingStep 3 ---- will add here Step 3 ---- will add here Ashley

An Example: An Example: Getting Started with Social MediaGetting Started with Social Media

Social Network Landscape

Customer Communication

Brand Exposure

Traffic to site

SEO

Good! Okay! Bad!

http://mashable.com/2011/03/11/social-media-marketing-chart/

Customer Communication

Brand Exposure

Traffic to site

SEO

Great for engaging people who are interested

Traffic is decent thanks to share and like, unique visitors low

Pages are great for exposure and increasing presence.

Little to no value except for blog links

http://mashable.com/2009/05/27/facebook-page-vs-group/http://blog.anneadrian.com/2010/11/facebook-pages-for-organization.html

http://mashable.com/2011/03/11/social-media-marketing-chart/

Customer Communication

Brand Exposure

Traffic to site

SEO

Keyword search to track what people are saying about you

Potential large, but promote too heavy and turn followers off

Website integration, engage customer in a viral way

Value to site is limited. Shorten URLs no value

http://mashable.com/2011/03/11/social-media-marketing-chart/

Customer Communication

Brand Exposure

Traffic to siteSEO

Tagged photos of events can help identify

Click through rates are low

Participation in related groups might get your photos viewed by others

Heavily indexed in search, passing links and page rank, inbound links

http://mashable.com/2011/03/11/social-media-marketing-chart/

Customer Communication

Brand Exposure

Traffic to siteSEO

Video is powerful, powerful channel engaging users, responding to complaints, links

Goes to videos, hyperlink in description & channel

Powerful branding tools, build your channel, promote via high traffic sites, brand videos

Links back to your site increase exposure

http://mashable.com/2011/03/11/social-media-marketing-chart/

Other tools to consider?Other tools to consider?Blogs

Great for sense-making, SEO, utilize with other social networks/email lists to draw visitors

Wikipedia

Link to applicable resources in articles - drive traffic to your site, learn by contributing w/other authors

Linked In

Sustain professional connections, answer questions, participate in groups

Google Docs

Allow people to participate, co-create, share collaborate (also embed)

Webinars

Low entry barrier, powerful way to grab interested. Get email addresses!

Many others – Seek. Sense. Share….And experiment!

Social MediaEngagement

Potential

Building & sustaining relationships at new scales,

and new levels

Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. <http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html> “

44Integrate/facilitate conversations

55Evaluate

4 and 5: Conversations, Evaluation4 and 5: Conversations, Evaluation

  http://z.umn.edu/MMWposter

ConversationsConversations

  Discoverability: When people need answers and seek content, will they find ours?

Problem-based learners: Is our content in a form that can be easily analyzed, adapted, and used?

SandboxSandbox

Flickr: Jesseklein (source)

EvaluationEvaluation

  Awareness: Knowledge gain, recognition of Extension as a trusted source.

Action / behavior: Use communications to build participation in higher-touch offerings.

ToolsTools

• Social media • Monthly email update• Discussion board• Oak wilt status widget• Google calendar• News headlines

Social media objectivesSocial media objectives

Discoverability: Increase content visibility

1.Content automatically publishes from site to Twitter and Facebook

2.Live and scheduled tweets about core content, events, news, etc.

Social MediaSocial Media

http://twitter.com/MyMNwoods

http://z.umn.edu/MMWfb

Social Media: ROISocial Media: ROI

Investment: 1-5 hrs/wk (variable) spent scheduling, responding, posting

Return: More accessible to next generation?Handy, versatile tool.

Net: Slightly positive?

Email Update objectivesEmail Update objectives

Awareness

Adding value to other offerings:WebinarsWorkshops

Monthly Email Monthly Email Update Update

Email Update: ROIEmail Update: ROI

Investment: $22 and 6-12 hrs/mo

Return: Huge increase in site traffic. Increases awareness of upcoming events, content

Net: Slam-dunk

Discussion Board objectivesDiscussion Board objectives

Easy point of contact

Reply takes about as long as an email, but viewed by hundreds.

Anonymous, accessible.

Everyone a teacher,

everyone a learner

Discussion Board Discussion Board ScreenshotScreenshot

Discussion Board: ROIDiscussion Board: ROI

Investment: Expectation of response…?

Return: Variable.

Net: Not sure we know yet.

Oak Wilt “Widget”Oak Wilt “Widget”

Embeddable anywhereAutomatically updatesLinks to our oak wilt page

When they need When they need information, will information, will

they know we they know we exist?exist?

Creative Commons licensed Flickr photo by C.K. Hartman

Making content discoverableMaking content discoverable

Discoverable: Oak wilt widget on Discoverable: Oak wilt widget on DNRDNR

Oak Wilt Widget: ROIOak Wilt Widget: ROI

Investment: A bit of stress

Return: The widget accounts for 61% of all views of the oak wilt status page. Of these viewers,45% go on to view other content

Consolidates oak wilt info, helps partners

Net: Slam-dunk

Google Calendar, RSS feedsGoogle Calendar, RSS feeds

Make it easy for other orgs to display our content

Screenshot for Screenshot for EmbeddablesEmbeddables

Embeddables: examplesEmbeddables: examples

The big pictureThe big picture

Incremental changes: One step at a time

Focus on adding value to other offerings

WorkshopsWorkshops

Peter Smallidge, Cornell Cooperative Extension

WebsitesWebsites

CostCost

15-30% of one Extension educator’s time+ $300-500 / yr

Initial site development: $~10K (2007, 2009)

MMW posterMMW poster

http://z.umn.edu/http://z.umn.edu/MMWposterMMWposter

http://z.umn.edu/http://z.umn.edu/MMWposterMMWposter

Evaluating a variety of toolsEvaluating a variety of tools

  http://z.umn.edu/MMWposter

Social MediaEngagement

Potential

Building & sustaining relationships at new scales,

and new levels

Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. <http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html> “

11 Write for the Social Web

22 Participate In Online Networks

33Use social tools

44Integrate/facilitate conversations

55Evaluate

Questions?Questions?

AdditionalAdditional Resources/Presentations Resources/Presentations

Social Media Goalshttp://blog.anneadrian.com/2011/01/social-media-goals.html

Fourteen best practices for long-term social media successhttp://mashable.com/2011/04/28/14-best-practices-for-long-term-social-media-success/

Ensure online relevancy: Integrating Writing for the Web and the Social Webhttp://www.slideshare.net/agriffin/ensuring-online-relevancy

Content Appraisal Process (Webinar recording):http://www.extension.org/learn/event/172

Who, When, Why, Where of Learning in Social Networkshttp://www.slideshare.net/kjjeannette/who-whenwhywherelearning-onlinenetworks

Additional Resources/Presentations Additional Resources/Presentations (cont’d)(cont’d)

Social Media Monitoringhttp://www.slideshare.net/aafromaa/social-media-monitoring-8280300

Challenges in Evaluating Social Mediahttp://www.slideshare.net/mlambur/2011-ace-netcevaluatingsocialmedia1

Extension Social Media Guide (beginners)collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_in_Extension/

Social media in Cooperative (old list) collaborate.extension.org/wiki/Social_Media_in_Extension

Penn State College of Agriculture Social Media Best Practicesagsci.psu.edu/communications/updates/2010/03/social-media-strategy-and-best-practices

Agrilife Extension Social Media Guidehttp://agrilifeweb.tamu.edu/us/social/

ReferencesReferences

Statistics video: Why eXtension?  about.extension.org/why-extension/ 

Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. <http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html> “

Harold Jarche: Seek. Sense. Share.http://www.jarche.com/2011/06/pkm-updated/

Mashable:

Social Media Marketing Charthttp://mashable.com/2011/03/11/social-media-marketing-chart

Facebook page vs. group

http://mashable.com/2009/05/27/facebook-page-vs-group/

Anne Adrian. Anne’s spot:http://blog.anneadrian.com/2010/11/facebook-pages-for-organization.html

ReferencesReferences

Photos:Woodland Pat, Eli Sagor, http://www.flickr.com/photos/esagor/2919875065/

Man jumping in ocean:http://www.flickr.com/photos/alverson/4209390796/