ESP 2011 social media project presentation

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ESP 2011 social media project presentation

  1. 1. Developing and Evaluating a SocialMedia Educational Outreach Campaign 2011 Epsilon Sigma Phi Conference Syracuse, NY Barbara O’Neill, Ph.D., CFP® eXtension Financial Security for All (FSA) Community of Practice (CoP)
  2. 2. Workshop ObjectiveDiscuss pilot test of the FSACoP’s ability to implement andevaluate a national social mediafinancial education project.
  3. 3. Definition of Social Media Digital networks (blogs, Facebook, Farmville, Twitter, wikis, YouTube) that enable people to:– Organize– Socialize– Learn– Play– Participate in e-Commerce transactions
  4. 4. Social Media Literacy is a 21st Century Technical Skill for Extension Educators• How specific social media tools operate• How to engage users in two-way information flows• How to measure the impact of social media outreach
  5. 5. IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE THIRD LARGEST. THERE AREMORE FACEBOOK USERS THANPEOPLE IN THE UNITED STATES. THE WORLD’S SECOND MOST POPULAR SEARCH ENGINE IS YOUTUBE.MORE THAN 75 MILLION PEOPLE WERE ON TWITTER in 2009 (andover 200 million in December 2010) AND IT IS GROWING FASTER THAN ANY OTHER SOCIALNETWORKING SITE, ESPECIALLY AMONG 50-SOMETHINGS
  6. 6. Can Social Media InfluenceFinancial Practices Such as Saving Money?
  7. 7. How Can Social Media Influence Financial Behavior? • Provide ongoing support – Create communities • Help to establish new perceived norms • Provide actionable items – Click links – Join support groups
  8. 8. Xiao, J. J., Newman, B. M., Prochaska, J. M., Leon, B., Bassett, R., &Johnson, J. L. (2004). Applying the transtheorectical model of changeto consumer debt behavior. Financial Counseling and Planning, 15(2), 89-100. http://www.afcpe.org/doc/Vol1529.pdf
  9. 9. Program Description– National grant-funded social media outreach project to promote savings • $1,200 mini-grant for America Saves Week 2011– Greatly elevated the social media capacity of the FSA CoP– Use a triangulation (multiple methods) evaluation approach
  10. 10. Four-Step Project Methodology• FSA CoP social media capacity needs assessment (survey)• FSA CoP capacity–building training• Program implementation and delivery• Triangulated impact evaluation assessment
  11. 11. FSA CoP Social Media Capacity Survey• Conducted study of FSA CoP to determine SM capacity and activity of its members• Used results to inform two activities: – Webinar on social media use and impact evaluation – National grant-funded social media outreach project to promote savings
  12. 12. Methodology and Sample• 14-question Instant Survey questionnaire• Sent to ≈ 350 FSA CoP members and names collected at an Extension conference in 12/10• N =45 respondents (≈ 13%)• Primarily female and age 50, older, middle income
  13. 13. CoP Capacity Survey Topics• Social media tools used• Frequency of use• Description of content posted• Number of friends/followers• Social media impact evaluation methods
  14. 14. Use of Social Media by FSA CoPFrequency of Social Media Use by Extension Family Economics Educators (N =45)Social Media Site Almost Daily Frequently Sometimes Rarely NeverFacebook 42% 20% 22% 9% 7%Twitter 7% 14% 2% 39% 39%YouTube 5% 25% 48% 16% 7%Blog (any) 5% 5% 35% 7% 49%Linked In 2% 11% 20% 27% 39%Flickr 0% 0% 7% 19% 74%Plaxo 0% 0% 7% 0% 93%My Space 0% 0% 0% 9% 91%Digg 0% 0% 0% 5% 95%
  15. 15. Methods of SM Access• Respondents could check as many methods as applied for various SM programs• Facebook: 91% used a computer and 36% used a smart phone
  16. 16. SM Access Frequencies Methods Used by Extension Family Economics Educators to Access Social Media Sites (N =45)SM Site Computer Smart Phone Web-Enabled TV Other N/AFacebook 91% 36% 0% 4% 7%Twitter 56% 13% 0% 4% 40%YouTube 91% 18% 2% 4% 9%Blog (any) 50% 0% 0% 2% 50%Linked In 62% 12% 0% 2% 38%Flickr 20% 0% 0% 0% 80%Plaxo 8% 0% 0% 0% 92%My Space 10% 0% 0% 0% 90%Digg 2% 0% 0% 0% 98%
  17. 17. SM Content Posted By FSA CoP Members• News releases • Newsletters• Financial columns • Program• Fact sheets announcements• Articles • Pictures from events• Video links • Summaries of• Research findings legislative changes• Original “how to” • Links to eXtension videos • Quick tips• Organization minutes
  18. 18. Personal or Professional Social Media Use ?Key decision tomake early on:how much of 53% had contentyour personal about both Professionallife (if any) to Personalreveal 47% focused on one or the other
  19. 19. Potential Outreach• < 50 to several hundred friends/followers per individual respondent (N =45)• Collectively, 5,965 message recipients• Average of ≈ 132 message recipients per respondent
  20. 20. Administrative Matters I• < ¼ (22%) of respondents report SM outreach to their Extension administrators – Annual reports – Online planning/reporting systems – Impact evaluation reports – CVs• 27% would like to
  21. 21. Administrative Matters II• 29% said institution has a SM policy or guidelines• 33% said institution did not• 38% did not know
  22. 22. Common Institutional Social Media Use Policies• “Be careful not to do anything personal on work time”• Do not mention trade names• Content must be research-based• Inappropriate material could be cause for disciplinary Action
  23. 23. Tracking Impact• About ¼ (27%) of sample tracked use of SM content – Scribd – Google alerts – Bit.ly (to track clicks on links) – Facebook reports – Number of Twitter followers• 36% said they did not know how to track use but would like to
  24. 24. Great Collegiality Reported• Over ¾ (78%) were willing to have their SM content reused by other FSA CoP members• 93% were willing to use FSA CoP-created content on their own SM sites – Cut and paste or re-tweet messages
  25. 25. General Comments• Interest in receiving “ready to use” SM messages• Some not allowed to use SM at work; must do SM outreach at home on personal time• Want training on SM use and evaluation tools• Need simple to follow “cheat sheets”• “We all need to be on board” [using social media]
  26. 26. Subsequent FSA CoP Social Media Webinar How to Use and Evaluate Social Media in Financial EducationDuration: 01:28:44URL for Viewing: https://connect.extension.iastate.edu/p52944724/
  27. 27. FSA CoP Social Media Webinar Topics• How to use Twitter• How to use Facebook• How to assess social media outreach and influence
  28. 28. Project Implementation• 70 Facebook messages and 70 tweets – Saving, debt/expense reduction, America Saves, ASW• 94 project cooperators – From eXtension, Saves campaigns, military, others• One of first financial education social media projects EVER with a focused evaluation methodology
  29. 29. Sample Facebook Messages• Save your loose change! According to America Saves, saving fifty cents a day over the course of a year will allow you to save nearly 40% of a $500 emergency fund. Remember, small changes equal big savings! For more information, visit http://bit.ly/fHbGQy.• Do you keep track of your spending? The America Saves program suggests that you review your purchases using credit and debit card receipts, bank statements, and/or online records. Then, ask yourself if you should reallocate some of this spending to an emergency savings account. For more savings tips, visit: http://bit.ly/fLuD29.• Need help establishing a budget? America Saves offers this great tip: Beginning on the first day of a new month, track everything you purchase. Then, review your list at the end of the month. It will be much easier to make a budget once you see where your money is going. For more savings tips, visit: http://bit.ly/fLuD29.• Want to save money? Take advantage of discounts and/or incentive programs provided through your employer. Many companies offer discounted rates for computers, fitness center memberships, cell phone services, and more. Talk to your human resources representative to see what perks your company offers. For more savings tips, visit: http://bit.ly/fLuD29.
  30. 30. Sample Tweets• Save loose change. Saving $1 + change/day allows u 2 save $500/yr. Small changes=big savings! For more info, http://bit.ly/ASaves #eXasw• Do u track your spending? America Saves says 2 review monthly purchases & put $ into savings. For more info, http://bit.ly/ASaves #eXasw• Save >$2/day buying coffee vs. latte. In 1 year, you could “find” $500 to save. Wake up & smell the coffee! http://bit.ly/ASEnroll #eXasw• Keep your car engine tuned & tires inflated to proper pressure to save >$100/yr in gas, says America Saves: http://bit.ly/ASTips #eXasw• Consider nixing cable movies. This saves >$500/yr. Use local $1 movie kiosks instead. For more saving info, http://bit.ly/ASaves #eXasw• Avoid expensive purchases on impulse. Think it over for 24 hours. Avoid buyer’s remorse & save $$. More tips: http://bit.ly/ASTips #eXasw
  31. 31. Triangulation (Multiple Methods) Evaluation Approach• Unique Twitter hashtag: #eXasw• Follow-up follower/friend survey• Follow-up project participant survey• bit.ly analytics to determine number of clicks on unique embedded links• Pre- and post-ASW Twitter influence metrics
  32. 32. Quantitative Impact Data• 1,190 tweets were recorded with #eXasw• Several thousand Facebook messages• 877 clicks from Facebook messages• 275 clicks from tweets• 36 of 94 cooperators reported a total of 8,163 followers/friends; estimate of 15,000 reached
  33. 33. Follower/Friend Survey Results• N = 45; 32% “very helpful” and 57% “helpful”• 48% visited ASW links; 25% planned to• 11% joined AS; 32% planned to; 18% were already in AS; 39% had not joined• Mostly positive comments about messages• A few negative comments about “overkill”
  34. 34. Follower/Friend Survey Comments• “Keep up the good work,”• “These tips are timely and beneficial. I appreciate the effort to help us help ourselves,”• “The tweets made me think about the ways we are managing our money,”• “I welcome any and all suggestions for increasing my financial well-being.”• One respondent complained about a lack of money to save• There was one solicitation by a commercial firm
  35. 35. Monitoring Twitter Impacthttp://klout.com
  36. 36. Monitoring Twitter Impacthttp://www.peerindex.net
  37. 37. Professional Collaborator Survey Results• N = 36; average of 226 followers/friends• 17/22 Klout scores increased – Average increased from 11.22 to 19.68• 5/19 PeerIndex scores increased – Average score increased from 4.94 to 11.52• Mostly positive comments; Some negative comments about “overkill”
  38. 38. Professional Collaborator Survey Comments• “Very good idea to get the word out”• “We hope to re-use the messages posting one each day”• “I hope to continue to use the tweets I was unable to use during ASW”• “Wish I had ready made tweets every day”• “Very good idea, think we could try to keep this up”• “This was great. It was easy to do”• “I really appreciated this project to help me get going with Twitter”• Nine of 10 (91%) respondents said that they would participate in another SM financial education project
  39. 39. Future Directions• Apply for funding in 2012• Seek funding for a larger scale project• Stretch message delivery out over a longer time period with fewer messages per day• Do a character count on Facebook messages• Seek a larger number of project participants with high Twitter influence scores• Develop metrics to measure Facebook impact
  40. 40. Project Summary• Social media is good method for increasing awareness but poor method for action – “Conversion ratio” of followers/friends who joined America Saves was < 1%• Many small aggregated impacts are impressive• Project built SM skills of the FSA CoP• SM messages can be repurposed as radio scripts, newsletter fillers, and text messages
  41. 41. Implications I• Provide step-by-step social media training – FSA CoP developed a successful “Twitter Homework Assignment”• Work Smarter, Not Harder – Have a few people write SM messages for many and track their aggregate impact• Establish/publicize institutional SM guidelines
  42. 42. Implications II• Aggregate impacts could be impressive – 45 people had potential to reach almost 6,000 – Those 6,000 could potentially reach many more• Extension educators need to learn social media evaluation metrics• Begin SM programming with Facebook, YouTube, and Twitter
  43. 43. Implications III• Address the issue of low smart phone access – Would increase ability to post messages “on the go” – Lack of technical know-how? – Lack of budget for a data plan?• Determine the opportunity cost of SM use – What do Extension educators give up at work and/or at home?
  44. 44. Comments? Questions?Our project methodology can very easily bereplicated by othersConsider getting funding so that a fewExtension professionals can produce contentfor many to use (Tweet smarter, not harder)Best wishes!

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