Prepared this presentation for an adult education class focus on Extension programming, http://blog.anneadrian.com www.extension.org

1. Why Extension should use
social media
Auburn University Education
Graduate Class
April 13, 2010
Anne Mims Adrian
aadrian@auburn.edu
twitter.com/aafromaa
blog.anneadrian.com
www.slideshare.net/aafromaa

2. Did you watch the 2010 Super
Bowl?
1.Yes
2.No
flickr.com/photos/bootbearwdc/4339897127/in/photostream/

3. Most-watched program in
US history.

4. When you watched the Super
Bowl, did you get online?
1.Yes
2.No
3.I did not watch
flickr.com/photos/rmtip21/4304930330/

5. During Super Bowling and
Opening Olympic Ceremonies
Surfed web
Did not surf 14%
86%
(The Nielsen Company)
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology

6. During events online discussion–
the back channel—will increase.
Surf
Not surf
(The Nielsen Company)
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology

7. And increase.
Not surf Surf
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology

8. And increase.
Surf
Not surf
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology

9. And increase.
Not surf
Surf
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology

10. 74% of U.S. adults use the Internet.

11. How many have heard of
Cooperative Extension?

12. How many have heard of
Cooperative Extension?
27% of U.S. adult population
16% of U.S. 18-35 year olds
Are we where the people are?

13. Adoption Curve & Phases
Initial Discovery (2006-2007)
Hype & Experimentation (2008-2009)
Failure & Disappointment (2010)
Triumph of Determination (2011-2013)
Pervasive Adoption (2014-2015)
socialnetworkroadmap.com/index/wp-content/uploads/2009/04/web2_adopt_curve2.png

14. Where to begin?
Pick 1, 2, or 3.

15. Where the people are
World Users US Users
Facebook 400 million 112 million
MySpace 175 million 57 million
Twitter 75 million 19 million
LinkedIn 60 million 30 million

16. In 2010 Gen Y will outnumber
Baby Boomers.
96% of them
have joined
social
networks.
flickr.com/photos/vermininc/3070779130/

17. 93% of Americans own a cell phone
flickr.com/photos/yourdon/3554487541/

18. In 2009, smartphone ownership
increased from 11% to 17%.
resourceshelf.com/2010/02/11/a-collection-of-new-statistics-
about-social-networking-mobile-and-internet-traffic/
flickr.com/photos/yourdon/4236402727/

19. Of smartphone users,
in 2009:
3G phone ownership
increased from 32% to 43%.
Unlimited data plan
subscriptions rose
from 16% to 21%.
resourceshelf.com/2010/02/11/a-collection-of-new-statistics-
about-social-networking-mobile-and-internet-traffic/
flickr.com/photos/yourdon/3275742912/

20. 80% of all usage is
on mobile devices.
flickr.com/photos/whartz/2944633673/

21. What is the point?
http://www.flickr.com/photos/skipnclick/2945026921/

22. Some of the time,
forget traditional
concepts behind
media, education,
& marketing.
flickr.com/photos/yourdon/2715599454/

23. Broadcasting
Pushing content (products, services,
advertisements)
One to many
Controlled publishing
Static
flickr.com/photos/matthileo/3728593992/

24. One to one
Little or no scaling
flickr.com/photos/hugovk/16072296/

25. Real people being Social
Real life
One life
flickr.com/photos/aafromaa/846487425/

26. Influence ripples are not
created by throwing a
rock into a lake.
flickr.com/photos/28481088@N00/438591493

27. Influence occurs in small social circles
flickr.com/photos/aafromaa/4476152633/

28. Transparency—online or
not—there is no hiding.
Photo: flickr.com/photos/einaros/3453909796/

29. Define who are community
members
Define who is core customer /client /
community member
Why would they
care
Create personas
flickr.com/photos/cambodia4kidsorg/202143037/

30. Define your goals
Look for & define a higher purpose

31. Listen
Learn
Connect
Share
Photo: flickr.com/photos/jdawg/484678361/

32. What is being said on the
web google.com/alerts
Google Alerts

33. Know what people are
saying search.twitter.com
Twitter Searches

34. Ask a question in LinkedIn
Answers
mashable.com/2009/09/28/social-media-feedback/

35. Add a poll web site or
blog.
Add a poll to Your
Facebook Page.
Poll Your Twitter Joe Posnanski
Followers. blog
joeposnanski.com/JoeBlog/
mashable.com/2009/09/28/social-media-feedback/

36. Put a survey on your blog
mashable.com/2009/09/28/social-media-feedback/
flickr.com/photos/ryangs/3364941723/

37. Don’t forget the use of video
to get feedback.
Post a YouTube video that
invokes emotion.
mashable.com/2009/09/28/social-media-feedback/

38. Set your
priorities
based on
your values
flickr.com/photos/seekoh/1225991680/

39. Evaluate with new
assumptions
flickr.com/photos/goldberg/1376718557/

40. Be ready for fire hose effect
flickr.com/photos/theclaytaurus/4184188053/

41. Learn to be technically adept
flickr.com/photos/liewcf/3547134847/

42. Participate
flickr.com/photos/davidkohlmeyer/3393520471/
Become part of the community

43. Get Transparent
flickr.com/photos/einaros/3453909796/

44. Be Real
flickr.com/photos/gillat/3483112515/

45. Utilize help and expertise
of others
images.cals.ncsu.edu/gallery2/main.php?g2_itemId=2595

46. Write for SEO & clients
Learn to understand &
write for Search Engine
Optimization.
Learn to write for the
community.

47. Choose the right tool. Adapt.
Don’t
. get tied to
any one tool!
flickr.com/photos/geishaboy500/100043823/

48. Integrate Social Media
Andy Kleinschmidt’s Example
Agriculture in the Van Wert County Blog:
agvanwert.wordpress.com/
Twitter:
twitter.com/akleinschmidt
Facebook:
www.facebook.com/people/Andy-Kleinschmidt/1385565024
Linkedin:
www.linkedin.com/pub/4/b19/4
FriendFeed:
friendfeed.com/akleinschmidt
Plaxo:
plaxo.com/directory/profile/214749075448/c303a248/Andy/Kleinschmidt
Orkut:
www.orkut.com
Yammer
www.yammer.com/users/kleinschmidt-5
Community of Science Expertise profile:
http://myprofile.cos.com/aklein_1

49. Social media
provides
flexibility,
efficiency,
and
scalability.
flickr.com/photos/yourdon/2675323741/

50. Social media
provides
timeliness,
responsiveness,
inclusiveness,
and opportunities
for innovation.
http://www.facebook.com/home.php#/eatsmart

51. Also social media provides
Multi-purposing
Publishing in new forms
Increased productivity
Being found by different audiences
Timely reporting & problem solving
Content developed by many (we are
not the only experts)

52. Also social media provides
"...a one-on-one" feeling in a large
group setting. It's the best of both
worlds."
Floyd Davenport
Iowa State Cooperative Extension
flickr.com/photos/yourdon/4049950966/

53. Try
Explore
Learn
―This ... is ridiculously
simple.‖ Andy Kleinschmidt
flickr.com/photos/coyotejack/2566090619/

54. 400
308
Facebook
1
US
2

55. 48% of
Facebook Americans have
a Facebook or
MySpace
account.
(April 2009)
news.harrisinteractive.com/profiles/investor/ResLibraryView.asp?ResLibr
aryID=34306&GoTopage=11&Category=1777&BzID=1963&t=11

56. Facebook
In mid March 2010
Facebook surpassed Google
in the US to become the most
visited website for a week.
weblogs.hitwise.com/heather-
dougherty/2010/03/facebook_reaches_top_ranking_i.html

57. Facebook
3+ billion photos uploaded to the site each
month.
14+ million videos uploaded each month.
5+ billion pieces of content (web links, news
stories, blog posts, notes, photos, etc.) are
shared each week.
facebook.com/press/info.php?statistics Retrieved 3/22/2010

58. Facebook
3+ million active Fan Pages.
1.5+ million local businesses have
active Pages.
20+ million people become fans of
Pages each day.
facebook.com/press/info.php?statistics Retrieved 3/22/2010

59. Facebook
Average user has 130 friends on
the site.
Average user spends more than 55
minutes per day on Facebook.
facebook.com/press/info.php?statistics Retrieved
3/22/2010

60. Twitter
Share thoughts.
Share links.
Ask questions.
Answer questions.
…in 140 characters or less.

61. Twitter stats
Following does not
have to be reciprocal.

62. 15% US Internet
users
Twitter stats 18 million
11% US Internet
users
11 million
4% of US Internet
users
6 million
2008 2009 2010

63. Twitter stats
Twitter is the fastest growing
with social network.
Now 50 million tweets per day.
blog.twitter.com/2010/02/measuring-tweets.html
www.mashable.com
emarketer.com/Article.aspx?R=1007271

64. Twitter stats
Users with an average of 1,000 followers
tweet the most,
more than those with fewer than 100
followers, and
more than those with more than 100,000
followers.
barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-FINAL.pdf
(January 2010)

65. Twitter stats
Average Twitter user has 27
followers.
barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-
FINAL.pdf

66. Twitter stats
Twitter users are becoming more
engaged over time when
controlled for sample age.
themetricsystem.rjmetrics.com/2010/01/26/new-data-on-
twitters-users-and-engagement/

67. Twitter stats
Value is added with
hashtags, #LSUFSC.
Convenience is mobile
and desktop applications
(TweetDeck, HootSuite,
UberTwitter).
flickr.com/photos/nycarthur/2489426482/

68. LinkedIn
Wikipedia
Executives from all Fortune 500
companies are LinkedIn
members.
Users represent 150 industries
and 200 countries.
press.linkedin.com/about

69. Wikipedia
75,000 active contributors
13 million articles
65 million 2009 monthly visitors
thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-
stats/ & thefuturebuzz.com/2009/07/10/future-marketing-trends/

70. YouTube
Every minute, 20 hours of video is
uploaded.
51% of YouTube users go to
YouTube weekly or more often.
http://www.youtube.com/t/fact_sheet

71. Blogosphere
346 million – people read blogs
(comScore March 2008)
900,000 - average number of blog
posts in a 24 hour period
77% - active Internet users read
blogs
thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/

72. eXtension
Objective
Research-based
Learning opportunities
…. that help people improve their
lives.

73. Are YOU one of the 2,500
Cooperative Extension educators
who have worked in a
Community of Practice?

74. eXtension has published 32,821
pages of content and more than
40,000 frequently asked
questions and answers
http://about.extension.org/why-extension/

77. More than 22,000 Ask
an Expert questions
have been resolved.
56% of Ask an Expert
users are NEW to
Cooperative
Extension.
They believe
eXtension answers are
trusted and unbiased.

78. eXtension has 201 courses in Moodle with
3000 registered public users
eXtension has 160 courses in Moodle for
Professional Development

79. More than 2,500 Extension professionals
were trained in 78 events via eXtension
in 2009.

80. Extension Social Media Participation
eXtension People
extension.org/people/colleagues/socialnetworks
A Cooperative Extension Twitter List
twitter.com/aafromaa/cooperative-extension
Facebook Cooperative Extension Group
http://www.facebook.com/home.php?#!/group.php?gid=2437826929&ref=ts
Google Wave (ask me for an invite, must have a Google account)

81. Resources
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
Find Extension colleagues in social media
people.extension.org
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/

82. Resources
Social Media Tips and Ideas: Presentation for Extension
County Directors urbangarden.posterous.com/social-media-
tips-and-ideas
Ohio Farm Bureau Social Media Guide
ofbf.org/uploads/social-media-guide.pdf
Common Craft Twitter in Plain English
http://www.youtube.com/watch?v=ddO9idmax0o
Common Craft Blogs in Plain English
http://www.youtube.com/watch?v=NN2I1pWXjXI
Common Craft Google Reader in Plain English
http://www.youtube.com/watch?v=VSPZ2Uu_X3Y

83. References
Brogan, Chris, Audience or Community chrisbrogan.com/audience-or-
community/
Hunt, Tara, The Whuffie Factor
Kleinschmidt, Andy, Agriculture in Van Wert County, Ohio
agvanwert.wordpress.com/
Scott, David Meerman, The New Rules of Marketing and PR
The Social Network Roadmap globalhumancapital.org/?p=675
Why Are Marketers So Bad At Measuring Social Media?
blogs.forrester.com/marketing/2009/11/why-are-marketers-so-bad-at-
measuring-social-media.html?cm_mmc=Ask-_-twitter-_-twitter-_-8275664
Why eXtension? about.extension.org/why-extension/

84. In these places or Google ―Anne Adrian‖
aafromaa@googlewave.com
Google Buzz
google.com/profiles/aafromaa
blog.anneadrian.com
twitter.com/aafromaa
slideshare.net/aafromaa

85. Creative Commons Attribution-Noncommercial-
Share Alike 3.0 United States License.
This presentation is licensed under a Creative
Commons Attribution-Noncommercial-Share
Alike 3.0 United States License.
Based on a work at
www.slideshare.net/aafromaa
Anne Mims Adrian