Integrating Marketing and Education

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Presented at Southern Region Program Leaders Netwoork #pln11

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  • How do you say eXtension?From its beginning eXtension marketed Extension.When reading the word eXtension Outside of CES say “Extension”Within CES say “e-Extension”
  • How do you say eXtension?From its beginning eXtension marketed Extension.When reading the word eXtension Outside of CES say “Extension”Within CES say “e-Extension”
  • How do you say eXtension?From its beginning eXtension marketed Extension.When reading the word eXtension Outside of CES say “Extension”Within CES say “e-Extension”
  • How do you say eXtension?From its beginning eXtension marketed Extension.When reading the word eXtension Outside of CES say “Extension”Within CES say “e-Extension”
  • Simple opportunities for discussion are great ways to break up the monotony of broadcast messages/updates. They help keep interest in your presence, and engage the learner in simple ways.
  • http://www.flickr.com/photos/manure/4931648783/
  • 1)  Noticeably absent from this list—Facebook. We have consciously chosen not to have a presence there. Most of our team uses Facebook for their personal life and prefers to keep work separate. If we focused on a topic that was very widely appealing (horses or 4H), it might be different, but our manure management program would not benefit much through outreach to team member’s personal networks. One sub-project (the one funded through the beginning farmer grant program) does have a page http://facebook.com/envagleaders which has a fairly specific purpose that is likely to be more appealing to personal contacts (highlighting positive environmental stewardship on farms and ranches). Even without a FB presence, facebook.com was still the #23 website (in 2010) sending us referral traffic (I assume it is due to other eXtension groups that promote web pages or webcasts that are cross-linked with our content). We continue to re-evaluate this choice and if a compelling purpose rears its head, we would probably go ahead and create a presence here.
  • http://www.flickr.com/photos/manure/4931648783/
  • The webcast interaction is great, the advisory groups bring a good audience perspective, the educational materials by the two sub-projects are being pilot-tested by volunteers from the target audience, interactions between our team members/contributors and their peers and colleagues is valuable in getting feedback or identifying priority areas for development, annual electronic survey to our email listserv, and social media allows us to ask questions as well as “push” information.
  • The webcast interaction is great, the advisory groups bring a good audience perspective, the educational materials by the two sub-projects are being pilot-tested by volunteers from the target audience, interactions between our team members/contributors and their peers and colleagues is valuable in getting feedback or identifying priority areas for development, annual electronic survey to our email listserv, and social media allows us to ask questions as well as “push” information.Engaging our Communities of Interest -- Content and programs – Livestock and Poultry Environmental Center -- WebinarsHosted 47 web seminars (Sept. 2010)108 experts from 26 universities, US EPA, USDA, USGS, Ontario Ag, 3 state regulatory & 10 private businesses and NGOs6,317 participants79% (1,445 of 1,829) increased knowledge (for 26 webinars)Average viewer influences decisions of 136 producers per year50% of producers reported they implemented one or more new practices to protect air or water qualityCoP has influenced decisions of 180,000 producers per year.In 2010, participants estimated an average $800 value to the information that is provided through the webinars and transferred to producers. The average value was $800. If only 20% of the
  • http://www.flickr.com/photos/23072179@N00/398895543/in/faves-aafromaa/
  • Three Lessons Higher Ed Web Communicators Can Learn from NPR's Andy Carvin - http://bit.ly/nTBQlThttp://www.flickr.com/photos/officialgdc/4944532949/in/photostream/
  • http://www.flickr.com/photos/kentbye/1215052987/in/photostream/
  • eXtensionactivities, particularly the content on eXtension.org, markets Extension with every click! Communities of Practices use social media to engage clients, learn from a variety of sources and direct people to eXtension and other Extension sites. See how volunteers, such as the Master Gardeners, develop blog content, and learn othereffective strategies for connecting through the Web.
  • Integrating Marketing and Education

    1. 1. eXtension: Integrating Marketing and Education<br />Anne Mims Adrian, PhDeXtension - Auburn University<br />www.slideshare.net/aafromaa<br />twitter.com/aafromaa<br /> Southern Region PLN Conference #PLN11<br />
    2. 2. eXtension<br />
    3. 3. e-Extension<br />
    4. 4. eXtension<br />
    5. 5. Extension<br />
    6. 6. Extension Master Gardner Blog<br />http://blogs.extension.org/mastergardener/<br />
    7. 7. Blog comments from a how-to article <br />
    8. 8. Interested, interesting, not trying be “so important”<br />Facebook Post<br />
    9. 9.  <br />
    10. 10. Let’s talk poop--waste management <br />
    11. 11. Livestock Poultry Environmental Learning Center<br />
    12. 12. Livestock Poultry Environmental Learning Center<br />Twitter<br />Wikipedia<br />
    13. 13. Livestock Poultry Environmental Learning Center<br />Twitter<br />
    14. 14. #ManureMondayreach is: 12-15,000 people with 26-34,000 impressions<br />
    15. 15. Livestock Poultry Environmental Learning Center<br />Webinars<br />
    16. 16. Livestock Poultry Environmental Learning Center<br />52 webinars, 6,317 participants, in 4 years<br />50% of producers implemented one or more new practices to protect air or water quality.<br />In 2010, an estimated averageof $800 value was given for the information provided through webinars and transferred to producers. <br />
    17. 17. YouTube<br />Horsequest<br />1 million + views<br />2,024 subscribers<br />Ages of viewers<br />55 - 65 19%<br />45 - 54 43%<br />35 – 44 15%<br />Female 61%<br />Male 39% <br />
    18. 18. Horsequest e-newsletters<br />4,550subscribers<br />75% made a change that improved horse health<br />30% made a change that saved an estimated averageof$1,000 <br />Possible economic impact is nearly $1.37 million.<br />
    19. 19. YouTube<br />eOrganic 491,937 Views<br />629 subscribers<br />Bee Health <br />166,318 views<br />589 subscribers<br /> <br />
    20. 20. Ask an Expert<br />56% of Ask an Expert users are NEW to Cooperative Extension.  <br />They believeeXtension answersare trustedand unbiased.<br /> <br />
    21. 21. New eXtension’s efforts<br />Google Adwords<br />Non profit status withGoogle<br /> Received $10,000 worth of Google Adwords<br />Facebook Ads<br />Starting with blueberries<br />
    22. 22. eXtension’sStrategic Roadmap<br />
    23. 23. Learning Networks<br />CoPs and customers engage in active learning and dialogue.<br />
    24. 24. Curation<br />Process of network learning, adding context to content by categorizing, sense-making, comment and/or remixing. <br />
    25. 25. How can we tap our networks to supplement and enhance our own content? How can we gain the trust that fosters future collaboration and information sharing? <br />Three Lessons Higher Ed Web Communicators Can Learn from NPR's Andy Carvin - http://bit.ly/nTBQlT<br />
    26. 26. References and Resources<br />eXtension: Cooperative Extension’s <br />21st Century Network http://create.extension.org/sites/default/files/eXtension_summary_0.pdf<br />2011 - 2014 eXtension Strategic Roadmap<br />http://create.extension.org/sites/default/files/FINAL%202011-2014%20Strategic%20Roadmap%206-3-2011_3.pdf<br />Three Lessons Higher Ed Web Communicators Can Learn from NPR's Andy Carvin - http://bit.ly/nTBQlT<br /> <br />
    27. 27. Photo Credits<br /> <br />http://www.flickr.com/photos/manure/4931648783/<br />http://www.flickr.com/photos/manure/4931648783/<br />http://www.flickr.com/photos/aafromaa/4476928956/<br />http://www.flickr.com/photos/officialgdc/4944532949/in/photostream/<br />
    28. 28. eXtension: Integrating Marketing and Education<br />Anne Mims Adrian, PhDaadrian@extension.org<br />www.slideshare.net/aafromaa<br />twitter.com/aafromaa<br /> Southern Region PLN Conference #PLN11<br />

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