Computers once unheard of on a ranch. Now many use hydraulic and central pivot systems developed at NASA. 4-H began as a way to teach ag technology to adults. Early tech adapters more likely to be younger.
Engaging Connection: Building & Wielding Social Media Skills
What is social media?“Technology used to connect people with others” IN THE LAST DECADE, SOCIAL MEDIA HAS EXPLOED, IMPACTING HOW WE COMMUNICATE Social media is about social science. •Social media networks and blogs consume almost 25% of peoples time online •The number of people visiting social media sites increased 24% from 2010-11 •The average visitor spends 66% more time on these sites than 1 year ago Source: http://www.jeffbullas.com/ •http://science.nasa.gov/realtime/jtrack/3d/JTrack3D.html/
Social media is about social science. Social media is about social science.
“User Eras” HISTORICAL PERSPECTIVESWeb 1.0 (1980’s-90’s) Organization web sites Investment in contentInternet used by organizations to broadcast a message. official content carefully controlled messages “the company line” Source: http://frenchguyonair.wordpress.com #MO4H
“User Eras” HISTORICAL PERSPECTIVESWeb 2.0 (Early 2002 - Present) Investments directed to include ongoing interactive processes Web sites blogs Official content “a Conversation”Total Control Little Control“From One to Many” “A Conversation” Source: http://frenchguyonair.wordpress.comOfficial Communication Community Management #MO4H
Web 1.0 vs 2.0In the past... Companies built a better mouse trap Then you tell the world You are in charge They are your customersToday... You build a better mouse trap Then you ask the world to help make it better You are still in charge But our “customers” create and innovate with us Adapted from Bruce Moody, Social Media PPT, FRC 2011 #MO4H
Social Network AdoptionEverett Rogers’ Diffusion of Innovation, 1962.Classified those engaging with a given innovation in one of five categories: • Innovators (2.5%) • Early Adopters (12.5%) • Early Majority (34%) • Late Majority (34%) • Laggards (16%)Followed a classic “bell curve.”Social media application byVincenzo Cosenza.
Worldwide social media phenomenon2008 Source: www.alexa.com Factoid: Worldwide, people spend 11,416 years/day on Facebook.
Who Uses Social Media?Over 66% of adults online connect with at least one social media platform.Most social media users have present or past college experience.More females than males (Facebook: 57% female, Twitter: 59% female) Source: Mashable.com
Why do people use Social Media?Source: Mashable.com
Social Media On the Farm Historically, farmers tend to be early adapters of technology (cell phones) Social media is just like any other technology one might implement on a farm or ranch.Business•Reach your buyers instantly•Find out about best practices from others in the industry•Stay atop of emerging issues•Connect with the general public •Engage with consumers •Build trust with buyers through communication and transparency •Counter misinformation •Educate non-farmers – help close some of the divide between the public and the agriculture industry #MO4H
Personal Same kind of draw as the morning gathering at the local coffee shop – but in a different medium. Shared experiences Common concerns Valuable source of information Opportunity to reach a wider social circle, anytime day or night Can help combat the isolation a farmer might feel Keep in touch with friends and extended family, even during the busy season Pictures Videos StoriesSource: Alabama Farmers Cooperative Farming News #MO4H
Unplugged – How are you using social media? Personally Professionallyb10
TECHNOLOGICAL TRENDSConvergence and Portability
Convergence• Previously separate technologies such as voice, GPS, photo and video now share resources and interact with each other, synergistically creating new efficiencies.
Convergence• Mobile phones routinely incorporate digital cameras, mp3 players, camcorders, voice recorders, bluetooth transmitters and other devices.• Internet, email and social media access is standard.Factoid: Over 200 million active users currently access Facebook throughtheir mobile devices. These people are twice as active as non-mobile users.
Portability As capabilities of converging technologies increase, many prefer the portability of a mobile device to a desktop unit.MOBILE DEVICE SALESSURPASSED PC SALES IN 2010October – December, 2010• 100.9 million smart phones shipped by electronics makers o Up 87% from 2009 The ubiquity of cloud computing has given a• 92.1 million PC’s shipped boost to mobile devices, essentially replacing your computer’s hard drive. o Up 3% from 2009 Source: the4thdimension.net Source: Illinois State University thebusinessinsider.com
Portability • Mobile devices offer “anytime access.” • Many now moving to social networks for routine online activities. • Email use changed in 2010 o Down 59% among 12-17 yr olds o Down slightly for 18-24 yr olds o Down 18% for 25-24 yr olds o Down 12% for 45-54 o Up 22% among those 55 and olderFactoid: Globally, s ocial networking sites accountedfor 15.6% of all time spent online in 2010, among ages 15 and older. Source:comScore 2010 U.S. Digital Year in Review
Portability• With the migration to mobile devices, advertising is shifting as well.• Still in its infancy, mobile advertising is becoming an ever growing part of the mobile landscape. o In a 2011 study of 23.1 million social media users: • 23.1 million reported discovering new brands or products via SM • 22.5 million report using it to learn about unfamiliar products • 15.1 million refer to social media before making purchase decisionsIn 2011, 40% of teens and adults who have ever used social mediaaccess it through their mobile device – up from 28% from 6 months ago. Source: Wave 2, Knowledge Networks Study
Impact Across the board – Examples Marketing is now more complex, with technology as the main accelerant With a better informed public, organization outreach requires a good measure of salesmanship now. Customers don’t find an organization, it finds them! Example: Zinch, where schools compete for you! Increasing ties by companies/products to social media Eye-fi memory cards, which automatically upload pictures from your camera to Flickr, SmugMug, etc. Cost is about $60 for a 4 gig card. QR Codes – A type of barcode. Users with a camera phone equipped with the correct reader software can scan the image of the QR Code causing the phones browser to launch and redirect to the programmed web site address, providing product information and more. #MO4H
Portability, Convergence and Youth• The importance of youth digital safety skills continues to rise as technology’s convergence, portability and accessibility (cost) proceed at an exponential pace o i.e., solicitation, harassment and cyber bullying.• Approximately 75% of youth age 12-17 currently have mobile devices.• Black teens (44%) and Hispanic teens (35%) use their cell phones to go online at a higher rate than White teens (21%) (Pew, 2010).• Mobile users are roughly twice as active on social networks as non-mobile users.• Youth who use social networks are more susceptible to certain types of online harassment than those who do not. Trends spawned by this convergence, such as location-based social networking (i.e., Foursquare, Facebook Places, etc), increase the exposure of users to these risks. http://prezi.com/-m2ovhoejhh9/digital-citizenship/ http://prezi.com/dritpywbuymr/protect-your-name-identity-and-reputation/
UNPLUGGED – How can parentskeep children safe?
Communicating with Parents in a Digital AgeTeens develop socially, emotionally, cognitively and physically.Socially•Dependent on opinions of friends, vs parents.•Want to be liked, part of the group.•DON’T EMBARRASS THEM – Don’t say anything on social media thatyou wouldn’t say in front of their friends.Emotionally•Self-conscious, may feel inferior/inadequate.•Vulnerable to low self-esteem, mood swings, etc.•RECOGNIZE THEY STILL NEED THEIR PARENTS – “Where will yoube, who will you be with, how long will you be out, etc.
Communicating with Parents in a Digital AgeTeens develop socially, emotionally, cognitively and physically.Cognitively•Brains developing quickly.•Often reject adult ideas in favor of their own.•INVOLVE THEM IN THE PROCESS OF SOCIAL MEDIA LEARNINGIN GENERALBe Involved – If your child has a Facebook account, you should too.If you think you shouldn’t post something – DON’T.Trust and open communication is a key for success.
Social media spotlight: Twitter Created by engineer Jack Dorsey, 2006 Way for people to share short updates with friends & family Breakthrough: made it possible to “follow” someone without requiring permission Just as you might keep up with a public figure in the newspaper Broke from the traditional “two-way agreement”
Social media spotlight: TwitterAllows one to gather a large audience and spread info quickly. Took three years to send the first billion tweets Now there are over a billion tweets per week Currently estimated at 140 million active users 140 million tweets sent per day in May 2011 Up from 50 million the year before On average, 1 million new accounts created daily. That’s 11 accounts per second. (less than half that in May 2011) News no longer “breaks”…it “tweets”! #MO4H
The Top 3 Countries for Twitter1. United States – 107.7 million2. Brazil – 33.3 million3. Japan – 29.9 million Source: Brian Solis
Social media spotlight: TwitterHow it Works Open System: All “tweets” are public Anyone can “retweet” (RT) or give a public “reply” to other people’s tweets Can send non-public “direct messages” (DM’s) Can only DM someone who follows you Can only receive DM’s from those you follow List of followers and those you follow is public Their thumbnails are available on your Twitter page Common mistake: DM vs Reply From an article at www.cnn.com: http://is.gd/7x7W2o #MO4H
Social media spotlight: TwitterHashtags and Search function allow Twitter users to react immediately and intensely to world events Egypt: After the crisis, the number of tweets went from 122,319 to 1,317,233 Super Bowl XLVI: 10,245 tweets per second Japan: One hour after the earthquake, 1,200 tweets per second from Tokyo Michael Jackson: 456 tweets per second when he died on June 25, 2009 Bin Laden: During President’s address, over 5,000 tweets per secondSource: http://blog.twitter.com/2011/03/numbers.html #MO4H
Social media spotlight: foursquare Technology convergence in mobile devices has enabled geosocial applications to become a force in social networking.Source: http://www.socialmediaexaminer.com/foursquare-are-you-checking-out-the-hottest-social-media-app/
Geosocial Apps• 7% of adults who go online with their mobile phone use a location-based service.• Adults ages 18-29 yr olds are by far the biggest users of online location-based services, at 8%.• 10% of online Hispanics use these services – vs. 3% of Caucasians and 5% of African Americans.• 6% of online men use a location-based service, compared with 3% of online women. Source: www.pewinternet.org/Reports/2010/Location-based-services.aspx
• Over 15 million registered users• 1 billion check-ins• 600,000 merchants• Available to over 1.5 billion people, in their native language• Over 10,000 developers building on the foursquare API• Over 1 billion checkins in Aug ‘11Significant numbers and scale are vital toattracting the partnership of major brands.
Foursquare Leading the Competition • Outpacing geosocial competitors (such as Gowalla and Loopt). Why?• Privacy Controls: You select who you share your location info with.• Marketing: Knowing where – not just what – customers purchase is important! • Partnerships – New US nationwide partnership with American Express. • Marketing tie-ins: Some companies, like Arbys & Starbucks, now offer customer rewards. • 60% off for the mayor! Special promotions for checking in. • Facebook has integrated foursquare geo-location activity. Source: http://www.socialmediaexaminer.com/foursquare-are-you-checking-out-the-hottest-social-media-app/
Social media spotlight: Pinterest• A virtual pinboard, with over 4 million users.• Seeks to connect people through the things they find interesting, by browsing others’ pinboards.• Web becoming an increasingly visual medium.• Pinterest drives more referral traffic than G+, LinkedIn and YouTube combined.• Growing rapidly, but still doesn’t have an application programming interface (API).• Great for lifestyle brands…creativity, inspiration.• Women make up the vast majority (82%) of Pinterest user base and Facebook fans (90%).
Source: ignitesocialmedia.com>10% of visitors are the demographic of the Baby Boomers and the children that live in their home.
Pinterest tip: “Make sure your images are beautiful. Well lit, interestingcompositions and vibrant imagery is sure to catch the eye.” - Jeff Bullas
Navigating PinterestPinterest Marketing Tips• Repins are better than Likes. • Offer exclusive content to – Repins are links back to your those who interact with you on website. The user becomes an that platform. advocate for your product. • Link to other things that – Sharing on Facebook/Twitter compliment your products and creates additional links. services.• Be easy to find/share/repin. • Engage with other users.• Group your pins into product categories. You can create several boards.• Use images to create a compelling “visual resume.” Source: http://www.jeffbullas.com/2012/02/02/7-ways-to-use-pinterest-to-promote-your-business/
DAY 2 “CONTEXT”• What changes do you expect to see in the next 10-20 years, as a result of social media?
Google Plus Activity• 13% of US adult Internet users have signed up for a G+ account• G+ users are creating more content than Twitter users• G+ adoption now PROJECTIONS beyond initial innovators and early adapters
Google owns… • Transformic Inc-search engine for deep/invisible web • Skia-graphics software engineering• Deja.com • DMarc Broadcasting-digital radio broadcasting• Pyra Labs-Blogger • Measure Map-analytics for blogs • Upstartle-Writely, document editor for the web• Neotonic Software-for CRM • @Last Software-SketchUp 3D modeling• Applied Semantics-for search • Orion-Referral search engine• altix Corp-for context sensitve search • Neven Vision-automatic info extraction from jpgs • Jotspot Ind-wiki platform for websites• Genius Labs-for blogging • YouTube-online video company• Ignite Logic-web templates for law firms • Endoxen-geomapping software• Picassa-digi photo management • Xunlei-filesharing app for the web • Adscape Media-in-game advertising• Keyhole Group-digital mapping • Gapminders Trendalyzer-presentation software• Where 2 Technologies-digital mapping • Doubleclick-ad platform for the web• ZipDash-maps and traffic for mobile devices • Tonic Systems-document conversion technology• 2Web Technologies-spreadsheets • Marratech-video conferencing technology • Green Border Technologies-secure browsing tech• Urchin-metrics/analytics • Panoramio-photo site sharing for Google Earth• Dodgeball-mobile social networking • Feedbumer-RSS feed distribution analytics and mgt.• Reqwireless Inc.-Java browser • GrandCentral-mobile voice management • Postini-communications security and compliance• Current Communications Group• Android-software for mobile phone o/s
SPECIAL GUEST Ashley LuskManager, Marketing and Communication National 4-H Council “WE OWN THE NET”
Thoughts and Reflections• How might 4-H use Google+?• Why G+ instead of Adobe Connect?• Does face-to-face change the nature of social networking?• Implications for other cyber youth development issues?
Social Media organizational Issues How will you get your customers/fans interacting? Example: University’s move-in day Many businesses are appointing a “Community Manager” – dedicated to social media marketing. Perspectives on this vary. “Social media consulting amounts to little more than mastering the art of the bleeding obvious and no company, no matter what its size, should even consider hiring external social media consultants. Internally, the most you need is a couple of interns with laptops.” - Milo YiannopoulosNOTE: Email is still a very effective tool and the official web page is still “home base.”
4-H Center Social Media StrategySocial Media ObjectivesOutreach to youth/stakeholders youth, volunteers, alumni, decision-makersOrganizational “validity.”Stimulate engagement between stakeholders around the topic of Missouri 4-H #MO4H
Social Media StrategyProvide a digital and social media presence at state 4-H events, posting photos to our 4-H fan page on Facebook and tweeting live updates.Build our collection of followers on Twitter and develop an active presence on Facebook. #MO4H
Social Media Strategy (cont.)Create regular tweets that drive traffic to our web page and Facebook page.Create regular Facebook posts that get our stakeholders engaged with each other around the subject of Missouri 4-H.Youth are not identified, but may tag themselves or each other. #MO4H
UNPLUGGED – What’s your social media strategy?
4-H Professionals & Social MediaCommunity Management for Extension Staff Always plugged in: there is no set time for “doing” social media. Work is Facebook, Twitter, etc. & should be taken seriously. Must represent the organization’s voice, if a bit less formal. Online expectations same as offline “on the job” expectations.“Must Have” Characteristics of a Community Manager Big Eyes – Watch trends and behaviors. Big Ears – Listen to what stakeholders are saying to each other. Small Mouth – Keep quiet, resist the urge to be reactive or defensive. The community will police these things themselves. #MO4H
Engaging AudiencesStrategies for Success1. Know why they’re there.Figure out why your customers are they coming to your Facebook pageand why do they it? Is it because of conversation? Engagement with fansof similar interests? Hot button issues?2. Show that you’re genuinely interested.Contribute relevant content to stimulate conversation. Try to make surethat each person who ‘likes’ your Facebook page knows that the brandcares about them in a genuine way.You should be generating conversation among your loyal fans, notspamming them with marketing messages. “A community who is drawn together becomes a valuable asset.” #MO4H
Engaging Audiences Strategies for Success 3. Encourage followers to talk about themselves. Be a good listener. Update content consistently and ask a lot of questions. Make sure you listen to the answers, so you can ask better questions the next time. While the number of people who ‘like’ your Facebook page is important, those who actively engage with you is even more important for your brand. 4. Communicate in terms of the other person’s interests. Why do people want to become a fan of your page? Why do they like your content? Learn what interests your target audience has beyond just the interactions with your brand.“A community who is drawn together becomes a valuable asset. ” #MO4H
Engaging Audiences5. Make the other person feel important – and do it sincerely.Recognize the people who create or share the most information aboutyour brand. For example, create loyalty rewards such as points orbadges or stars. These encourage your fans to keep coming back formore and more. Developing a “fan of the day” or “fan of the week” onyour page can make your fans feel like they are an important part ofeverything you do as a brand.6. Give honest and sincere appreciation.A simple “thank you” needs to go deeper. You need to give themsomething of value such as free ticket, a coupon, exclusive access, giftcertificate or a momento. Something creative to show them that you reallyappreciate them and are thankful that they are a brand advocate. #MO4H
Engaging Audiences7. Throw down a challenge.Create a contest. Be creative. For example, you can create a user-generated content contest about why they are your biggest fan. Or youcan create a contest where they take a video or photo about using yourproduct or service.Consider large prizes if possible, such as a trip, cash or meeting yourbrand celebrity. Source: Matt Royse, Knowledge Enthusiast #MO4H
Social Media Guidelines4-H Faculty/Staff Features Professional judgment Professional behavior Applies if youth link to your social media content Intended to be general – across platforms Time for 2.0
Social Media Guidelines How should we update this? Professional judgment Professional behavior Application Cross-platform or specific? What else?
Social Media Guidelines4-H Volunteers Features Capacity of presence Do not undermine 4-H More “should” than “don’t” Applies if youth link to your social media content Intended to be general – across platforms Time for 2.0?
Social media myths You can control the conversation You can participate, listen, and try to direct the conversation, but it will happen anyway It is inexpensive and fast Costs include staff time, resources, and opportunity costs It takes time to build “street cred” Will other duties go undone with the time dedicated to social media? It may be worth it Social media is hard It’s not hard, just involved You must keep up and stick to what’s relevant #MO4H
Social media myths Results are difficult to measure There are tools to help you measure the results of your social media efforts (Hootsuite, Google Analytics, Feedburner, Alexa, etc.) Qualitative Considerations Are you reaching audiences you’ve never reached before? Are you being talked about in a positive light? Quantitative Considerations Real-time data analytics In the social world there are Traffic two main types of data: Number of re-tweets the conversation and the Number of conversations/threads behaviors that result from it Number of followers/fans Number of subscribers #MO4H
Closing Thoughts Social media networks are human networks. Social networking is about social science. As social scientists, 4-H professionals are highly appropriate as subject matter experts. Familiar with the technology Understand the human environment 4-H knows how to leverage these things to create positive youth development opportunities!
hank you…and WELL DONE! Building & Wielding Bradd Anderson email@example.com @braddtastic #MO4H