Various methods in communicating through information and communication technology in agricultural extension.

1. Options for Information and
Communication Technology (ICT)
within Agricultural Extension
Services
Andrea Bohn
University of Illinois at
Urbana Champaign
MEAS Project
October 2, 2014
MEAS RELASER Institute

2. Various communication tools,
various devices
Communication TOOLS such as
- voice/sound, text, images, videos
On DEVICES such as:
- radio,
- screens, projectors, television …
- cell phones,
- computers which allow access
to the internet
(PCs, laptops, tablets, smart phones)

3. Examples of COMMUNICATION Tools
1. Text – brochures, fact sheets, posters, on the
internet, SMS, …
2. Voice - Cell phone (automated or in person),
Radio (one way or interactive), Talking Books, …
3. Photo
4. Video - on TV, DVD, Smartphone, Internet,
Projector…

4. Ejemplos del grupo – Radio
• Emisores locales (Costa
Rica)
• AMARC – Entrevistas
• CC Nicaragua – avisos,
dramas, entrevistas
• Dramas sobre “Super Q”
(Quinoa) (Peru)
• INTA Peru: radio y programa
TV
• Charlas technicos en café
(Honduras)
• Radio TGW – MF Tecnica
Extension (Guatemala)
• Radio El Espectator
• Radio San Gabriel (Bolivia)
• Radio communitarias – Sur
de Mexico
• Nuevos Horizontes (Illinois)

5. Ejemplos del grupo – Moviles
• Precios, mercados, mensajes
tecnologia
• Monitoreo de las etapas
Fenologias de los cultivos, plagas
y enfermedadas y proviosticos de
Losecha (Guatemala)
• Alerza para control de Tizon en
Papa (INIA) segun condiciones de
T y H
• Servicios info climaticos
• Celo Agronet (Colombia)

6. Ejemplos del grupo – Video
Peru
• INIA
• Facultad Agronomia
Costa Rica
• Agroactivo TV
Nicaragua
• Funiagro TV (tambien a YouTube)
Colombia
• TV AGRO
• El Professor Yaromo
• Boletin del Consumidor
Bolivia
• Video (Café), Aspagro
Republica Dominicana
• Departamento de Informacion y
Communicaticion del Min.de Agricultura
Mexico
• INCA SAGRAPA
•  para productores, sujetos de attencion

7. Ejemplos del grupo – Internet
Colombia
• www.siembra.gov.co
• www.agronet.gov.co
• Youth developing apps for smartphones
Peru
• INIA Biblioteca virtual
Bolivia
• INIAF cursa distancia
Mexico
• SIV – INCA – SAGARPA  formación,
seguirimento y video conferencias,
evaluación, curso de formación a
Distancia

8. Ejemplos del grupo – Internet
Colombia
• www.siembra.gov.co
• www.agronet.gov.co
Ecuador:
• SEAL (?)
• www.siragro.gob.ec (?)
Costa Rica
• Infoagro, Platicar
Guatemala
• Google Groups
Republica Dominicana
Facebook Grupo del Depto. de Extension
USA:
• http://foodmarketmaker.com
• http://www.farmdoc.illinois.edu
Challenges:
- Connectivty, countrywide, good
access to internet
- Equipos
- Difficult to use by uneducated
people
- Design so to obtain feedback
from users
- Make sure the content is
accurate, good quality, up to
date.

9. Communication – In what direction?
1. “Push”
– Radio or TV show, SMS / automated voice message
– Price, weather, treatment recommendations, pest alerts, …
2. “Pull”
- Voice, video, text
- Access information via internet, phone
- Internet platforms, repositories, knowledge banks
3. Interactive, participatory
- Radio!
- Video (in making, in showing)
- Social media (facebook, twitter,
- eXtension (USA, Philippines, …), Market Maker
- blogs, community of practice, e-discussions, webinar

10. Types of Information to be
Communicated:
From most simple to very complex:
• data (information, e.g., market prices,
weather reports, pest outbreak alerts)
• knowledge (simple skills)
• training (advanced skills and techniques)
• education (where use of information
requires critical thinking)

11. Examples of Applications
Can be accessed at: www.meas-extension.org/resources/ict

12. ICT4D, ICT4Ag, ICT for Extension
ICT for
Develop-ment
ICT for
Agriculture
ICT for
Extension

13. Options for ICT?  Functions of Extension!
• provide mass advisories
• raise general awareness of opportunities
• link farmers to markets,
market oriented advice
• provide technical information,
demonstrate or train
• diagnose problems and
recommend solutions
• respond to questions raised by clients
• assist with business planning
• facilitate access to credit and inputs
• conduct surveys, enumeration, M&E
Bell, Payne and Bohn (2011)

14. ICT Options in Relation to Extension Functions
Information and Communication Technology, Devices and Tools
Extension Function Radio Videos and TV Mobile Phones
(text, voice)
Smart Devices and Apps Computer, Internet
tools
Link farmers to
markets
Price reports Access to price information
(call in, subscriptions)
Can bring potential buyers and
producers together; access
price information
Can bring potential
buyers and producers
together; price info.
Raise (general)
awareness of
opportunities
Very good Visuals are usually
very helpful as
“seeing is believing”
Good option for intermediaries
to seek information
Good option for
intermediaries to seek
information
Provide technical
information;
demonstrate,
or train
Some potential –
but limited
information
delivered
Visuals are usually
very helpful as
“seeing is believing”
Some potential if farmers
can call or text in and
sufficient expertise is
available
Additional potential to a simple
cell phone as it enables web
access and plays videos well.
Good option for
intermediaries to seek
information
Diagnose problems
and recommend
solution
Some potential if
dealing with general
problems
Some potential if farmers
can call or text in and
sufficient expertise is
available
Additional potential to a simple
cell phone as it enables web
access. Special diagnostics
“apps” are already available.
Good, comprehensive
tools are available
Respond to follow up
questions raised by
clients
Good if producers
can call or text in
and sufficient
expertise is available
Some potential if farmers
can call or text in and
sufficient expertise is
available
Good option for intermediaries
to seek information (if optimized
for smart devices)
Good option for
intermediaries to seek
information
Provide mass
advisories
Excellent option Excellent option Is an option if users are
registered to receive such
messages (SMS)
Is an option if users are
registered to receive such
messages (SMS, email)
Is an option if users are
registered to receive
such messages (email)
Facilitate access to
credit and inputs
Mobile banking; negotiate
directly with input suppliers
Mobile/Online banking Online banking
Assist with business
planning
Simple farm management
“apps”; record keeping
Farm management
tools; record keeping
Conduct surveys,
M&E, enumerations
Some options exist Many new tools and options,
incl. GPS tracking
Source: Adapted from Mark Bell, Andrea Bohn and Judith Payne, 2011

15. Temptation to put the cart in front of the horse …
- Committing to a tool or application before under-standing
the needs and abilities of the audience/users
Source: http://www.metronetiq.com/archives/2008/06/putting_the_car.html
(farmers, intermediaries) and contributors
- Filling the “cart” with content before knowing
where the journey is going to
- In-house technology and content
development vs. collaboration
and building on what
is already there
- A solution in search
of a problem?
It is easy to get very excited about certain ICT applications (the cart and its
content) but on its own (and in front of the cart) this will go nowhere.

16. ICT Strategy, Design, Implementation
1. What is the need or problem ICT is
supposed to help solve?
2. Who is the primary audience: farmer or
extension staff (i.e., intermediaries)?
3. How is the audience accessing
information now?
4. What are trusted sources of
information?
Build on existing
resources and
pathways!
The information provided must be
RELEVANT, TRUSTWORTHY, RELIABLE, ACTIONABLE, LOCALIZED

17. Extension Flow Diagram
1. Audience and
Needs
2. Solution(s)
3. Core message
(Technology)
5. Evaluation
4. Message
form and
delivery
© 2009 Mark Bell and Paul Marcotte
Who is doing what already?
In the future?

18. ICT Strategy, Design, Implementation
1. Who is doing what?
• Map out the existing ICT ecosystem and options to integrate
ICT components in the process.
• Need to be aware of and leverage other service providers /
projects / organizations active in the area.
• Know who is doing what both in-house and in the project
area.
• What are the existing ICT facilities like? How can other actors
be engaged? Opportunities for public-private-partnerships?
 We conducted background research and held
stakeholder workshop in early December 2012 along
with field visits in Jessore region
(Report available at http://www.meas-extension.org/meas-offers/country_studies/country-overview/bangladesh

19. ICT Strategy, Design, Implementation
2. Audience and needs. What are the problems, priority needs,
interests and opportunities of the clients (e.g., farmers) to be
addressed via ICT?
Project implementers still struggling with answering that
question!
MEAS conducted, through Access Agriculture, participatory
video and script writing trainings  Eye opening experience!

20. Understanding the Need (Demand Analysis)
Awareness and
Willingness
Farmer
Social Behavior,
Gender, Crops,
Environment,
Priorities, etc.
Incentives &
Business Model
Technical Status
and Readiness
Information
Flows and
Institutes
Trust,
Acceptability
and Credibility

21. ICT Strategy, Design, Implementation
3. Solutions.
• Need to focus on content, specially the credibility issues.
• Network with other organizations, companies, projects.
• Where is the credible relevant information to meet these needs?
• What information has been tested and validated?
• What needs to be tested and validated (and how will this be done?).
Project implementers still struggling with this!
A real challenge in any country/context! (see annex on Market
Maker)

22. ICT Strategy, Design, Implementation
Future steps
4. Core message.
5. Packaging and delivery. How will information be packaged
and delivered (who will be involved?) considering a blend of
traditional and new approaches and a range of players? What
are the existing ICT facilities / providers / channels doing to
deliver services.? Also engage public & other extension
service providers in this process. Complement ICT with
traditional methods to show case the successes (like
demonstration) in the beginning to start with and build
confidence at ground level. Take into account: literacy, gender,
access, …
6. Evaluation. How will all steps of the process be evaluated for
improvement of both the message and the delivery
mechanisms?

23. Strategy: Audience Centric
WHO is the audience?
• Extension agents and/or farmers or other actors in the value chain?
• What types of farmers?
Truly understand the audience’ NEEDS
• How are those needs met now?
• Prioritization AND Can you provide the needed information?
• And note: information may be necessary but not sufficient
Assess the audience’s CHARACTERISTICS and design accordingly
• Education, literacy level, language
• Existing knowledge and skill level
• Gender aspects
• Ability and willingness to pay (for devices, electricity, fees, putting into action)
How well integrated with MARKETS is the audience?
• And does it matter?  implications for business model

24. Understanding the Need (Demand Analysis)
Awareness and
Willingness
Farmer
Social Behavior,
Gender, Crops,
Environment,
Priorities, etc.
Incentives &
Business Model
Technical Status
and Readiness
Information
Flows and
Institutes
Trust,
Acceptability
and Credibility
By Shahid Akbar, BIID

25. Analyzing Existing ICT & Extension
And Expected Future Scenario (Supply Analysis)
Mapping existing services, providers & roles
Understand the success factors & causes of failure
Identify the incentives (Business Case)
Capacity of extension dept. & research institutes
Quality and validation of content
• Need based & trust worthy quality content
• Packaging (Tool, low cost, access & availability)
• Market driven and branded services
• Policy and environment friendliness
Expected
Future
Scenario

26. Assessing the Capacity
Service Recipients (audiences)
• Farmers: Access, Awareness, Benefits/Results, Skills
• Extension agents (public, private): Access to technology,
Awareness, Skills, Marketing, Demonstration, Incentives
Service Providers (senders)
• Institutional: Policy & Resources of Government, Research
organizations, NGO’s, Private Sectors to adopt new
technology
• HR: Awareness, Willingness and Understanding
Policy And Regulatory Environment

27. Service Development and Delivery
Localization and customization
Validation of content and quality
Update mechanism and incentives
User-friendliness of service delivery (cost & technology)
Demonstration of impact and sharing success cases
Feedback mechanism and development

28. Will ICT replace extension staff?

29. Will ICTs replace Extension Staff?
 Unlikely!
- Through ICT farmers can access information extension staff typically
don’t even have (prices, weather)
- Will free up extension staff to focus on role of facilitation, advocacy,
- Will enable intermediaries (extension staff) more easily / quickly
access information and respond to farmers’ questions
- Aim for integration of ICT into a holistic approach that includes
face:face interaction (e.g., Digital Green/India, Community Knowledge
Workers/Uganda)
- There are ICT tools that can be used for continued staff training
- Huge potential for improving INTERNAL processes (communication,
performance management, reporting, etc. )

30. ICT – Improving Communication to help staff be
more efficient, effective, productive – EXAMPLES
1. Email
2. Instant messaging, Google hang out, Facebook
3. Low cost calls, group calls, text messaging : Skype, Viber, Gmail,
Facebook
4. Virtual meetings: Go-To-Meeting, Adobe Connect, Google
groups
5. E-Discussions, Webinars: e.g., Adobe …
6. Online training
7. File sharing: Dropbox, Google Docs
8. Information and Data management (via Cloud)
9. Task coordination (e.g., Wunderlist)

31. Key Statement about ICT in Extension
“Information and communication tools
such as cell phones, the internet, radio,
and television can dramatically improve
farmers’ and intermediaries’ access to
information relevant for rural households,
production agriculture, and agribusinesses.
The tools can be used to raise awareness or
to provide specific information in response
to questions about agricultural
technologies, markets, prices, etc. As such
these tools are just a part of the extension
process and are most effective if
combined with established good
extension practice.

32. Key Statement about ICT in Extension
For extension in general and for ICT in particular to be effective,
the service has to be client focused and needs driven, providing
credible content and a relevant as well as actionable message
through a trusted messenger.
Furthermore, access to information is just part of the formula for
success. Farmers have to see sufficient evidence that they are
convinced to turn the new information received into 1) a
willingness to test the approach, and then 2) if the test is
successful, adopt.
Success of an IC tool or approach therefore also depends on
availability of required inputs, sufficient knowledge to test and
use those inputs appropriately, and access to markets for farmers
to profitably sell their products.”
Mark Bell, 2012

33. Information is not enough
Many factors contribute to adoption of improved practices,
which is what we are ultimately interested in!

34. Business Model -
Some thoughts on costs
- Fixed vs. variable costs, development of each over time
- Consider low cost and open source tools (good can be good
enough)
- Cost of obtaining/generating the information
- The kind of information needed may not be as readily available
in the public domain as expected
- Sharing costs, resources and learning
- Avoid creating the technology from scratch.
- From scratch is expensive, may repeat mistakes, may not be
using best practices
- Build on what is there
- But coming up with something entirely new is also valuable
- Allocate budget for marketing / promotion

35. Business Model
Revenue stream
- Not sustainable if project driven and donor
dependent
- Audience may or may not be the ones paying for the
service
- Due to public goods nature of some of the services
and the kind of clients being served sustained public
funding is justified
Lots of failed pilots?!
- Due to project funded nature of the service?
- Not every start up is successful
- Competition is good for business and innovation

36. Scalability
Are there economies of scale and scope?
What scale (defined as number of users, area covered, share
of all potential users, …) is necessary to make the business
viable in the long term?
Design for scalability
Scalability is limited by:
• Extend to which information needs to be localized and
customized and whether that can be automated (e.g., easy for
weather, difficult for diagnostics)
• degree of segmentation of the audience / size of the
‘homogenous’ population,
• IT Infrastructure
• Need for integration with other services (e.g., face:face
interaction, demonstrations, …)

37. Annex
The 80:20 Rule
Success in ICT depends to 20 % on technological factors,
to 80% it depends on social factors/ social interaction.
Source: Darlene Knipe and Richard Warner, University of Illinois, 2013 (personal communication)
Following slides: learning from
 E-Krishok (BIID)
 E-Afghan Ag (UC Davis, USDA funded)
 Market Maker (University of Illinois Cooperative
Extension, implemented in growing number of States)

38. E-Afghan Ag
• “Provide credible, relevant information to those helping farmers in Afghanistan.”
www.eafghanag.ucdavis.edu

39. Lessons learned from e-Afghan Ag
Keys to success
 Be demand-driven (clarity of audience and needs)
 Provide credible information - draw on a range of
credible knowledgeable sources
 Draw on contributions from all partners/stakeholders
 Link to trusted delivery agents
 Collect feedback
 Acknowledge sources and contributors

40. Lessons learned for Radio
(Example: Farm Radio Malawi)
Lessons learned in radio and ICT in extension advisory services have contributed to reforms like:
• through the introduction of SMS alerts that we used in the radio campaigns to remind farmers
about the incoming broadcast and also use the same to re-inforce messages as SMS tips; the
mobile phone companies have embraced that and soon AIRTEL is about to launch large scale
farmer tips for sale.
• through our radio campaigns approach, we have influenced radio stations to embrace
participatory processes in ensuring that the audience directs the content-the demand driven
approach unlike the broadcasters being the 'master' of delivering the message which the
audience may not want
• through our feedback mechanisms, radio stations have started investing in research to know
the reach and impact of their broadcasts unlike in the past when they were only concerned
about the airing of broadcasts but now they are thinking more of impact since that is what will
bring business to them through advertisers
• the value chain approach we have pioneered in radio extension services is proving to be a very
good business model because unlike delivering extension as a public good, other actors in the
business sector are able to advertise and invest in quality message delivery since that affects
their businesses
• for the 1st time in 2012, PANNAR seed company decided to invest in message delivery about
hybrid seeds beyond just marketing adverts because they understood from our model that
increased knowledge about adoption of hybrid maize was only good enough if supported by
good agronomic practices. “
Rex Chapota, October 2013

41. Lessons learned from Market Maker,
www.foodmarketmaker.com
The Five Conditions of Collective Impact
Backbone Support * Creating and managing collective impact requires a separate
organization(s) with staff and a specific set of skills to serve as the backbone for the
entire initiative and coordinate participating organizations and agencies.
Common Agenda All participants have a shared vision for change including a common
understanding of the problem and a joint approach to solving it through agreed upon
actions.
Shared Measurement Collecting data and measuring results consistently across all
participants ensures efforts remain aligned and participants hold each other
accountable.
Mutually Reinforcing Activities Participant activities must be differentiated while still
being coordinated through a mutually reinforcing plan of action.
Continuous Communication Consistent and open communication is needed across the
many players to build trust, assure mutual objectives, and create common motivation.
Richard Warner, University of Illinois for MEAS Summer Institute, on May 31, 2013

42. Lessons learned from Market Maker,
www.foodmarketmaker.com
Subsequent research by University of Illinois’ Market
Maker has confirmed that backbone organizations serve
six essential functions:
1) Providing overall strategic direction;
2) Facilitating dialogue between partners;
3) Managing data collection and analysis;
4) Handling communications;
5) Coordinating community outreach; and
6) Mobilizing funding.
Richard Warner, University of Illinois for MEAS Summer Institute, on May 31, 2013

43. e-Krishok: An initiative of BIID
Inclusive Business Concept
(Service & technology adoption, Scaling up)
Innovation, Strategy and Business Model
(Envisioning the future market of ICT in Agriculture)

44. e-Krishok: An ICT enabled service
Mobilizing
and
awareness
building
Problem
specific
consultation
- Recognition of
info-centers as
source of info and
advice
- Trial of services by
member farmers
- A critical mass of
benefited farmers
Backend support services like
content, promotion, marketing
BIID has been facilitating proper
usage of the first and only (as of
now) private sector driven provision
info bank (www.ekrishok.com) of
agriculture related information and
knowledge.
Based on the experiences of piloting
in 10 locations in 2008, BIID is now
expanding the service as ‘e-Krishok’
nationwide to induce trial of
agricultural extension and market
linkage service.
BIID now introduced short code
16250 to offer voice & SMS service
BP = Business Promoters

45. Resources on ICT for Agriculture and Extension
MEAS
• www.measict.weebly.com
• www.meas-extension.org/resources/ict
ICT in Agriculture: www.ictinagriculture.org/ictinag/
Sponsored by the Agricultural and Rural Development unit of the World
Bank
ICT for Ag Online Community:
https://communities.usaidallnet.gov/ictforag
The e-Agriculture Community: www.e-agriculture.org
e-Agriculture is a global Community of Practice, where people from all
over the world exchange information, ideas, and resources related to the
use of information and communication technologies (ICT) for sustainable
agriculture and rural development.
ICT Update by CTA: http://ictupdate.cta.int/en
Look into the many archived issues (come out on a bi-monthly basis) at
http://ictupdate.cta.int/en/Issues/(issue)/69
USAID: www.ICTforAG.org

46. Terms of Use:
© A. Bohn and MEAS project. This work is licensed under a
Creative Commons Attribution 3.0 Unported License.
Users are free:
• to Share — to copy, distribute and transmit the work
• to Remix — to adapt the work
Under the following conditions:
• Attribution — Users must attribute the work to the author(s)/institution
(but not in any way that suggests that the authors/ institution endorse the user or the
user’s use of the work).

47. Disclaimer:
This presentation was made possible by the generous support of
the American people through the United States Agency for
International Development, USAID. The contents are the
responsibility of the author(s) and do not necessarily reflect the
views of USAID or the United States Government.
www.meas-extension.org

48. Communication:
Directionality and Frequency
• a one-time message? or
• a series of messages?
• one way? or
• back and forth between sender and receiver?
• planned for the receiver? or
• with the receiver (participatory)
from the get-go?

49. Strategy
Clear objectives!
 Where is the journey going?
 Ultimately: Improved decision making and action
Feedback loops, continuous learning and adaptation,
let audience participate
Information must RELEVANT, LOCALIZED, RELIABLE,
TRUSTWORTHY, ACTIONABLE
How will the audience begin to trust the message?
Who is the (perceived) messenger?
Is there need for integration with other services?

50. The Communications Process:
The 1-way “hypodermic needle” model of
Communications
Sender Message Channel Audience Effect
How many times have you heard someone say:
“we’ve got to launch a communications campaign
to get our message out”?

51. The Communications Process:
The 1-way “hypodermic needle” model of
Communications
Sender Message Channel Audience Effect
Our farmer audiences are no different.
In order for our Extension communications efforts to be successful,
we need to turn this around and be more “audience-centric.”
We know this is true, but often don’t practice it.

52. The Communications Process
– Major Lessons Learned:
• Always put audiences (farmers) first
– Listen to them. They are smart people. Discover what they want to do
and what they want to learn.
– Discover what gaps exist in their current knowledge.
– Discover their preferred methods of communications
– Discover whom they trust
• Base all plans and actions as an information provider
from the point of view of being a helpful, respectful
partner in a 2-way communications process.
• Farmer audiences will sense the difference and
respond accordingly.