0
Social Networks for Agricultural Development
digitalGREEN
www.digitalgreen.org | @digitalgreenorg
Technology Revolution?
Low literacy
in local lang
No bank account
Expensive
credit
No unique ID
Poor roads
Credit card
Mob...
4
?
Main source of information about new technology and
farm practices over the past 365 days (India: NSSO 2005)
Agricultu...
55
Video provides…
– Resource-savings: human, cost, time
– Accessibility for non-literate farmers
Digital Video for Extens...
6
Six months in field trying various combinations
Over 200 days of surveys, ethnographic investigation, and iterative desi...
7
Participatory Content Production
7
Digital Green Approach
Introduction to innovations
– Standard extension
procedure
Rou...
88
Digital Green Approach
Videos Curriculum
Online video database
http://www.digitalgreen.org
>2,800 videos of 8-10 minute...
99
Digital Green Approach
Mediated Instruction
Local mediator
– Performance-based honorarium
Human engagement
– Field ques...
1010
Digital Green Approach
Structured Sequencing
Group Participation
Practices with
longer-term
visible rewards
Practices...
12
1
2
3
Network Effect
Viral Web 2.0 in the Web-less world
- Content ecosystem: education, entrepreneurship, entertainmen...
13
Metrics:
– Knowledge: Before-and-after
– Attendance: Farmers at each screening
– Interest: Intent to take-up a practice...
14
7 times more adoptions over classical extension
14
Sustained local presence
Mediation
Repetition (and novelty)
Integrat...
15
System Cost (USD)
/Village/Year
Adoption (%)
/Village/Year
Cost/Adoption
(USD)
Classical GREEN $840 11% $38.18
Digital ...
1
10
100
1000
10000
2006 2008 2009 2012 2013 2015
Villages
Pilot Research NGO Bootstrap Government and Private
Sector Part...
Personalized
• Analytics Data
• Farmer
Feedback
Localized
• Extension
Interventions
• Content Library
Generalized
• Litera...
Data Management System
Digital Green Technology
digitalgreen.org/coco
Analytics
Digital Green Technology
analytics.digitalgreen.org
Video Courseware
Digital Green Technology
digitalgreen.org/discover
Farmerbook
Digital Green Technology
digitalgreen.org/farmerbook
Wonder Village
Digital Green Technology
apps.facebook.com/wondervillage
The Internet in the
Developed World
The essence of the Internet is just
GET, POST, and a cloud of computing devices,.
24
Computers (and their supporting infrastructure) are scarce in the BOP.
Digital Green
But, there are other means to GET and...
Explode Internet for
BOP:
Wired,
wireless,
and beyond!
26
Financial
operational costs,
maintenance,
training
Digital
hardware,
software,
connectivity,
content
Physical
building,
go...
Financial
operational costs,
maintenance,
training
Human
education,
computer literacy,
motivation,
awareness
Social
instit...
In the Developing World…
Digital
hardware,
software,
connectivity,
content
Technology magnifies human intent and capability.
Technology itself requires support from well-
intentioned, competent peo...
digitalGREEN
www.digitalgreen.org | @digitalgreenorg
Social Networks for Agricultural Development
Social Networks for Agricultural Development
Social Networks for Agricultural Development
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Social Networks for Agricultural Development

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Presentation delivered by Mr. Rikin Gandhi (Digital Green, India) at Borlaug Summit on Wheat for Food Security. March 25 - 28, 2014, Ciudad Obregon, Mexico.
http://www.borlaug100.org

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Transcript of "Social Networks for Agricultural Development"

  1. 1. Social Networks for Agricultural Development digitalGREEN www.digitalgreen.org | @digitalgreenorg
  2. 2. Technology Revolution? Low literacy in local lang No bank account Expensive credit No unique ID Poor roads Credit card Mobile devices and connectivity not enough! farmer expert Quantity buyersPoor quality control Market
  3. 3. 4 ? Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005) Agricultural Social Networks 4
  4. 4. 55 Video provides… – Resource-savings: human, cost, time – Accessibility for non-literate farmers Digital Video for Extension
  5. 5. 6 Six months in field trying various combinations Over 200 days of surveys, ethnographic investigation, and iterative design Background of actors in video, Types of content, Location and timing of screening, Method of dissemination, Degree of mediation, Background of mediator, etc. Background of actors in video, Types of content, Location and timing of screening, Method of dissemination, Degree of mediation, Background of mediator, etc. 6 Early ExperimentationParameters Varied Early Experimentation
  6. 6. 7 Participatory Content Production 7 Digital Green Approach Introduction to innovations – Standard extension procedure Rough “storyboarding” – Repetitive pattern; easy to learn – Minimize post-production Local farmers on their own fields – Reduce perception of “teachers” – Promote “local stars”
  7. 7. 88 Digital Green Approach Videos Curriculum Online video database http://www.digitalgreen.org >2,800 videos of 8-10 minutes each Quality-control, minor video editing, and metadata tagging Indexed by type, topic, locale, season, crop, etc. Distributed via memory cards
  8. 8. 99 Digital Green Approach Mediated Instruction Local mediator – Performance-based honorarium Human engagement – Field questions, capture feedback, encourage participation – Balance genders On-demand screenings – Choice time and place – Not “stand-alone” kiosk Support and monitoring – Daily metrics and feedback – Official extension staff
  9. 9. 1010 Digital Green Approach Structured Sequencing Group Participation Practices with longer-term visible rewards Practices with short-term visible rewards Community Assessment Audience Awareness Season Location Time
  10. 10. 12 1 2 3 Network Effect Viral Web 2.0 in the Web-less world - Content ecosystem: education, entrepreneurship, entertainment - Cost-realistic access: pico projectors, TVs, DVD players, and camcorders Reinforce existing social networks to diffuse innovations through communities Local “idol” competitions to be a better farmer Digital Green Approach 12
  11. 11. 13 Metrics: – Knowledge: Before-and-after – Attendance: Farmers at each screening – Interest: Intent to take-up a practice – Adoption: Number of households taking up each new farming practice or technology 13 Experimental Set-Up Preliminary Evaluation Expert Extension Officer Farming Community Farming Community Farming Community Research Assistant Local Mediator Local Mediator Local Mediator Poster Green(3) Same as Digital Green with local mediator, but no TV/DVD Mediator makes posters and holds regular group sessions Classical GREEN Same as usual Digital Green 1 screening/group/fortnight Cost: Rs. 9,500 ($240) for TV/DVD per village PC / camera costs shared Extension officer shared Mediator salary Accountability: Daily metrics and feedback Official extension staff 15-month study Audio Green (1) Same as Poster Green with MP3 audio tracks from videos
  12. 12. 14 7 times more adoptions over classical extension 14 Sustained local presence Mediation Repetition (and novelty) Integration into existing extension operations Social homophily between mediator, actor, and farmer Desire to be “on TV” Trust built from identities of farmers and villages in videos Digital Green: Early Results 0 10 20 30 40 50 60 70 80 90 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Cumulative AdoptionRate(%) Classic GREEN Digital Green Poster Green Audio Green
  13. 13. 15 System Cost (USD) /Village/Year Adoption (%) /Village/Year Cost/Adoption (USD) Classical GREEN $840 11% $38.18 Digital Green $630 85% $3.70 Poster Green $490 59% $4.15 Cost-Benefit 15 Note: Decreasing amortized cost of hardware with time and scale Digital Green is at least 10 times more effective per dollar spent than classical extension!
  14. 14. 1 10 100 1000 10000 2006 2008 2009 2012 2013 2015 Villages Pilot Research NGO Bootstrap Government and Private Sector Partnerships
  15. 15. Personalized • Analytics Data • Farmer Feedback Localized • Extension Interventions • Content Library Generalized • Literature Reviews • Research Trials Self Help Group Savings/Credit Soil Sampling Seed Treatment Line Sowing … Market Linkages Government Schemes
  16. 16. Data Management System Digital Green Technology digitalgreen.org/coco
  17. 17. Analytics Digital Green Technology analytics.digitalgreen.org
  18. 18. Video Courseware Digital Green Technology digitalgreen.org/discover
  19. 19. Farmerbook Digital Green Technology digitalgreen.org/farmerbook
  20. 20. Wonder Village Digital Green Technology apps.facebook.com/wondervillage
  21. 21. The Internet in the Developed World The essence of the Internet is just GET, POST, and a cloud of computing devices,. 24
  22. 22. Computers (and their supporting infrastructure) are scarce in the BOP. Digital Green But, there are other means to GET and POST. The Internet in the Developing World? 25
  23. 23. Explode Internet for BOP: Wired, wireless, and beyond! 26
  24. 24. Financial operational costs, maintenance, training Digital hardware, software, connectivity, content Physical building, goods, transport, roads Human education, computer literacy, motivation, awareness Social institutions, norms, political support Technology is Just One Part
  25. 25. Financial operational costs, maintenance, training Human education, computer literacy, motivation, awareness Social institutions, norms, political support Digital hardware, software, connectivity, content Physical building, goods, transport, roads In the Developed World… (includes wealthier segments of developing countries)
  26. 26. In the Developing World… Digital hardware, software, connectivity, content
  27. 27. Technology magnifies human intent and capability. Technology itself requires support from well- intentioned, competent people or organizations. Successful technology interventions work as a part of well-intentioned, competent organizations.
  28. 28. digitalGREEN www.digitalgreen.org | @digitalgreenorg
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