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.

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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Social Networks for Agricultural Development Social Networks for Agricultural Development Presentation Transcript

  • 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 Mobile devices and connectivity not enough! farmer expert Quantity buyersPoor quality control Market
  • 4 ? Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005) Agricultural Social Networks 4
  • 55 Video provides… – Resource-savings: human, cost, time – Accessibility for non-literate farmers Digital Video for Extension
  • 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
  • 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”
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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!
  • 1 10 100 1000 10000 2006 2008 2009 2012 2013 2015 Villages Pilot Research NGO Bootstrap Government and Private Sector Partnerships
  • 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
  • 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 POST. The Internet in the Developing World? 25
  • Explode Internet for BOP: Wired, wireless, and beyond! 26
  • 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
  • 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)
  • In the Developing World… Digital hardware, software, connectivity, content
  • 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.
  • digitalGREEN www.digitalgreen.org | @digitalgreenorg