Web 2.0 and social media capacity building initiative - What have we learnt over the period 2011-2012? Results of an impact study

CTA 2011 – 2012 Web 2.0 and Social Media Capacity Building

What have we learnt?

What should you do?

 Pier Andrea Pirani 28 March 2014

Headlines

Lots of data available

Trainings work

Recommendations on– Demographics– Training curriculum and format– Sharing and learning– Supporting organizational change– M&E

Assess programme against goals + expected results

Context

Programme goals

2011 2012

Output level1. Increased awareness2. Enhanced skills 3. Certified practitioners

(UNITAR course)

1. Increased awareness2. Training hubs3. Institutional social media4. Improved ICKM5. Certified practitioners

(UNITAR course) 6. Improved quality of CTA

services

Context

Programme goals

2011 2012

Outcome level Promoted adoption of digital tools

Enhanced institutional capacity in the use of Social Media

Context

Programme goals

2011 2012

Impact level Contributed to ACP sustainable ag and rural development

Increased engagement of CTA beneficiaries to adopt ICTs

Results

Impact

Outcome

Output

2011Contributed to ACP sustainable ag and rural development

Promoted adoption of digital tools

1. Increased awareness2. Enhanced skills 3. Certified practitioners

(UNITAR course)

2012Increased engagement of CTA beneficiaries to adopt ICTs

Enhanced institutional capacity in the use of Social Media

1. Increased awareness2. Training hubs3. Institutional social media4. Improved ICKM5. Certified practitioners (UNITAR

course) 6. Improved quality of CTA services

Countries as of 2012

Source: Actual participants data

Who did you reach as of 2012?

Women – 36%

Youth (Under 35) – 56.3%

Organizations – Research institutes, private enterprises, farmer’s organizations

Sectors – Agriculture and Ag research, training and capacity development

Source: Actual participants data

The training works

<- [1] Basic [2] [3] [4] Advanced ->

27.3%

42.0%

23.5%

7.2%0.4%

6.8%

43.6%49.2%

BEFORE the training AFTER the training

Source: Impact survey

Satisfaction!

99% – Satisfaction with training

98% – New skills to work more effectively

98% – Inspired by web2.0 and social media potentials

Source: End of event evaluation

Future plans of adoption

iMarkRSS Feeds

SkypeAlerts

Advanced SearchMaps

Wikis/Google DocsSocial Networks

Blogs

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

58%64%

67%69%

73%74%75%

79%82%

Source: End of event evaluation

Actual adoption

SkypeGoogle Drive

BlogsTwitterAlertsMaps

Advanced SearchLinkedin

Facebook

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

53%58%60%61%

66%72%

75%76%

84%

Source: Impact survey

Adoption by type of event

Source: Impact survey

Google maps

Twitter Blogs Google Drive

VoIP RSS Wikis0%

10%

20%

30%

40%

50%

60%

70%

80%

F2F trainingOnline training

Actual areas of improved work performance

Source: Impact survey

Info access & management

Remote collaboration

Communication

Promotion & outreach

Project management

Linking with peers

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

61%

62%

69%

75%

82%

92%

Ripple effect

None

Blogging/Writing

iMark

Internal trainings

Partners' trainings

Informal sharing

0% 10% 20% 30% 40% 50% 60% 70% 80%

9%

28%

37%

40%

41%

71%

Source: Impact survey

Common patterns and outliers

Age U36 - Higher adoption

rates for all tools

Significant differences between two age cohorts

– Twitter – 72% vs. 50%

– Ning, Google Plus – 45% vs. 19%

Gender Most popular applications -

Facebook and LinkedIn Male respondents - Higher

adoption rates– Wikis – 44% vs. 24%– Blogs – 65% vs. 48%– Dgroups – 29& vs.

16% Exceptions

– Dropbox– Other social

networking sites

Source: Impact survey

Social media @ work

More outreach

Social media strategy

Less comms costs

Internal adoption

Better info delivery

More visibility

More comms channel

0% 10% 20% 30% 40% 50% 60% 70% 80%

39%

41%

43%

44%47%

48%

69%

Source: Impact survey

Institutional adoption

None5%

Basic37%

Intermediate44%

Advanced14%

Challenges

Personal Lack of time to

experiment Irregular internet

access Preference for more

traditional comms tools

Institutional Limited resources

(hardware and adoption)

Lack of IT staff Resistance to change Lack of management

support

Recommendations as of 2012 Demographics

– Youth, female & Francophone trainees– Business persons, entrepreneurs, farmer organizations

Training curriculum– Training of Trainers programme

Sharing & learning– Documentation of success (and failure!) stories

Organizational change– Sensitize senior and middle managers– Assess pilot with EAFF

M&E– Focus groups for qualitative data & peer sharing

CTA 2011 – 2012 Web 2.0 and Social Media Capacity Building

What have we learnt?

What should you do?

 Pier Andrea Pirani28 March 2014