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Customizing a pathforusingsocialmediainextension
 

Customizing a pathforusingsocialmediainextension

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Presentation from http://www.acenetc.org/ 2011 (90 minute workshop) Karen Jeannette

Presentation from http://www.acenetc.org/ 2011 (90 minute workshop) Karen Jeannette
Anne Adrian, Eli Sagor

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  • Framework for thinking about social media strategy steps.
  • Presentations which expand upon techniques for Writing for the Social Web include: Ensure online relevancy: Integrating Writing for the Web and the Social Web http://www.slideshare.net/agriffin/ensuring-online-relevancy Content Appraisal Process (Webinar recording): http://www.extension.org/learn/event/172
  • Techniques in this portion are also expanded in the following presentations: Social Media Monitoring http://www.slideshare.net/aafromaa/social-media-monitoring-8280300 Who, When, Why, Where of Learning in Social Networks http://www.slideshare.net/kjjeannette/who-whenwhywherelearning-onlinenetworks
  • A simple feed/news reader tool, such as Google Reader, can help bring information to you and organize it (into folder) so you can keep up with multiple sources without feeling overwhelmed. Having a news Reader available via a mobile phone can offer a simple way to check out the latest information when you have down time (e.g. waiting inline)
  • Variety is something we all crave. Updates or broadcast messages do offer value, but integrate other methods of conversation, story telling, games, polls, or pictures to help use rich contexts for learning and help illuminate different ways to arrive at understanding.
  • 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.
  • There is no rule about whether you should separate your personal/professional accounts, per se, however, one recommendation all could apply is to start participating as yourself so you can understand how people share and communicate within a social network before you represent an entity larger than yourself.
  • To expand information on evaluation, see this presentation: Challenges in Evaluating Social Media http://www.slideshare.net/mlambur/2011-ace-netcevaluatingsocialmedia1
  • This slide of the 5 steps is meant to provide a framework of how you can start using social media to help people access and discover your content, attract learning opportunities, and integrate different tools and strategies to add value and to draw out resources (i.e. innovative ideas, new insights, learning partnerships) to both F2F and online social networks. As you can see, you can start in any step, often in small ways. Each step can inform the other step. Applying these steps, you constantly monitor and evaluate what works and doesn’t work, and then go back to readjust your writing for the social web, network ties, social tools, or the ways they are integrated together.

Customizing a pathforusingsocialmediainextension Customizing a pathforusingsocialmediainextension Presentation Transcript

  • Customizing A Path to Using Social Media in Extension Education Karen Jeannette, University of Minnesota-eXtension , [email_address] Anne Mims Adrian, Auburn University-eXtension, [email_address] Eli Sagor, University of Minnesota, [email_address]
  • 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 Starting with Social Media
    • http://www.flickr.com/photos/alverson/4209390796/
  • 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 > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 1 Write for the Social Web 2 Participate In Online Networks 3 Use social tools 4 Integrate/ facilitate conversations 5 Evaluate
  • 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 > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 1 Write for the Social Web
  • Who do you need to be 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 information? W/keywords in mind Social Networks Video (e.g. How-to, About) Gaming Mobile Geo-location
  • Writing Quality Content
    • Knowledge Level – easily understood by masses
    • Interrelatedness – fits well with other content
    • Relevance – timely and evergreen
    • Usability – problem free
    • Actionability – next steps clear, call to action
    • Differentiation – unique content, offers new or better explanations
    Source: BrainTraffic http://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
  • 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 > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 2 Participate In Online Networks
  • Challenges 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 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
  • How do we ‘be’ Cooperative Extension in these places?
    • Be and share your Extension self
  • Personal or Professional? Personal Professional
  • Social Media: Step for Starting Step 3 ---- will add here 
    • Ashley
  • An Example: Getting 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 site SEO 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 site SEO 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?
    • 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!
  • 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 > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 4 Integrate/facilitate conversations 5 Evaluate
  • 4 and 5: Conversations, Evaluation
    •  
    http://z.umn.edu/MMWposter
  • Conversations
    •  
    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?
  • Sandbox Flickr: Jesseklein (source)
  • Evaluation
    •  
    Awareness: Knowledge gain, recognition of Extension as a trusted source. Action / behavior: Use communications to build participation in higher-touch offerings.
  • Tools
    • Social media
    • Monthly email update
    • Discussion board
    • Oak wilt status widget
    • Google calendar
    • News headlines
  • Social media objectives
    • Discoverability: Increase content visibility
    • Content automatically publishes from site to Twitter and Facebook
    • Live and scheduled tweets about core content, events, news, etc.
  • Social Media
    • http://twitter.com/MyMNwoods
    http://z.umn.edu/MMWfb
  • Social 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 objectives
    • Awareness
    • Adding value to other offerings: Webinars Workshops
  • Monthly Email Update
  • Email 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 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 Screenshot
  • Discussion Board: ROI
    • Investment: Expectation of response…?
    • Return: Variable.
    • Net: Not sure we know yet.
  • Oak Wilt “Widget” Embeddable anywhere Automatically updates Links to our oak wilt page
  • When they need information, will they know we exist? Creative Commons licensed Flickr photo by C.K. Hartman
  • Making content discoverable
  • Discoverable: Oak wilt widget on DNR
  • Oak 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 feeds
    • Make it easy for other orgs to display our content
  • Screenshot for Embeddables
  • Embeddables: examples
  • The big picture Incremental changes: One step at a time Focus on adding value to other offerings
  • Workshops Peter Smallidge, Cornell Cooperative Extension
  • Websites
  • Cost 15-30% of one Extension educator’s time + $300-500 / yr Initial site development: $~10K (2007, 2009)
  • MMW poster http://z.umn.edu/MMWposter
  • Evaluating a variety of tools
    •  
    http://z.umn.edu/MMWposter
  • 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 > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 1 Write for the Social Web 2 Participate In Online Networks 3 Use social tools 4 Integrate/ facilitate conversations 5 Evaluate
  • Questions?
  • Additional Resources/Presentations
    • Social Media Goals
    • http://blog.anneadrian.com/2011/01/social-media-goals.html
    • Fourteen best practices for long-term social media success
    • http://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 Web
    • http://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 Networks
    • http://www.slideshare.net/kjjeannette/who-whenwhywherelearning-onlinenetworks
  • Additional Resources/Presentations (cont’d) Social Media Monitoring http://www.slideshare.net/aafromaa/social-media-monitoring-8280300 Challenges in Evaluating Social Media http://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 Practices agsci.psu.edu/communications/updates/2010/03/social-media-strategy-and-best-practices Agrilife Extension Social Media Guide http://agrilifeweb.tamu.edu/us/social/
  • References
    • 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 Chart http://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
  • References
    • Photos:
    • Woodland Pat, Eli Sagor, http://www.flickr.com/photos/esagor/2919875065/
    • Man jumping in ocean:
    • http://www.flickr.com/photos/alverson/4209390796/