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Customizing A Path to Using Social Media in Extension Education
Karen Jeannette, University of Minnesota-eXtension, [email protected] Anne Mims Adrian, Auburn University-eXtension, [email protected]
Eli Sagor, University of Minnesota, [email protected]
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Video with current statistics of technology related to CES:about.extension.org/why-extension/
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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?
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Map
your
Learning
Network
http://apps.asterisq.com/mentionmap/#user-aafromaa
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Steps to StartingSteps to Starting with Social Media with Social Media
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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
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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
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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:
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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
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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
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Content Attributes
Descriptive Titles
Keywords
Sub-headings
Bulleted Lists
Images
Video
Links
Ability to Share Content
Carry on Conversation
Unique & One-of-a-Kind
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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
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Challenges to Social MediaChallenges to Social Media
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Harold Jarche: Seek. Sense. Share:http://www.jarche.com/2011/06/pkm-updated/
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Seeking/Keeping Up (w/ feed readers)
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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)
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Create Sharing Opportunities Sharing Opportunities
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How do we ‘be’ Cooperative How do we ‘be’ Cooperative Extension in these places?Extension in these places?
Be and share your Extension
self
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Personal or Professional?
Personal Professional
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Social Media: Step for StartingSocial Media: Step for StartingStep 3 ---- will add here Step 3 ---- will add here Ashley
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An Example: An Example: Getting Started with Social MediaGetting Started with Social Media
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Social Network Landscape
Customer Communication
Brand Exposure
Traffic to site
SEO
Good! Okay! Bad!
http://mashable.com/2011/03/11/social-media-marketing-chart/
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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/
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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/
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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/
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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/
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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!
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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
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4 and 5: Conversations, Evaluation4 and 5: Conversations, Evaluation
http://z.umn.edu/MMWposter
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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?
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SandboxSandbox
Flickr: Jesseklein (source)
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EvaluationEvaluation
Awareness: Knowledge gain, recognition of Extension as a trusted source.
Action / behavior: Use communications to build participation in higher-touch offerings.
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ToolsTools
• Social media • Monthly email update• Discussion board• Oak wilt status widget• Google calendar• News headlines
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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.
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Social MediaSocial Media
http://twitter.com/MyMNwoods
http://z.umn.edu/MMWfb
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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?
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Email Update objectivesEmail Update objectives
Awareness
Adding value to other offerings:WebinarsWorkshops
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Monthly Email Monthly Email Update Update
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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
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Discussion Board objectivesDiscussion Board objectives
Easy point of contact
Reply takes about as long as an email, but viewed by hundreds.
Anonymous, accessible.
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Everyone a teacher,
everyone a learner
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Discussion Board Discussion Board ScreenshotScreenshot
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Discussion Board: ROIDiscussion Board: ROI
Investment: Expectation of response…?
Return: Variable.
Net: Not sure we know yet.
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Oak Wilt “Widget”Oak Wilt “Widget”
Embeddable anywhereAutomatically updatesLinks to our oak wilt page
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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
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Making content discoverableMaking content discoverable
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Discoverable: Oak wilt widget on Discoverable: Oak wilt widget on DNRDNR
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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
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Google Calendar, RSS feedsGoogle Calendar, RSS feeds
Make it easy for other orgs to display our content
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Screenshot for Screenshot for EmbeddablesEmbeddables
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Embeddables: examplesEmbeddables: examples
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The big pictureThe big picture
Incremental changes: One step at a time
Focus on adding value to other offerings
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WorkshopsWorkshops
Peter Smallidge, Cornell Cooperative Extension
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WebsitesWebsites
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CostCost
15-30% of one Extension educator’s time+ $300-500 / yr
Initial site development: $~10K (2007, 2009)
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MMW posterMMW poster
http://z.umn.edu/http://z.umn.edu/MMWposterMMWposter
http://z.umn.edu/http://z.umn.edu/MMWposterMMWposter
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Evaluating a variety of toolsEvaluating a variety of tools
http://z.umn.edu/MMWposter
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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
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Questions?Questions?
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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
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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/
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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
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ReferencesReferences
Photos:Woodland Pat, Eli Sagor, http://www.flickr.com/photos/esagor/2919875065/
Man jumping in ocean:http://www.flickr.com/photos/alverson/4209390796/