Are We Entrepreneurs?
Using Ourselves as a Case Study to Measure the
Impact of Extension’s Web-Based Entrepreneurship
Outr...
Our
Approach
As the world
continues to
evolve at an
increasingly rapid
pace, we must do
the same!
Our
Approach
Quick, Responsive
Development
Model
-Harvard Business
Review, 2013
Does It Matter to:
Extension?
Small Business?
The Coming Digital Tipping Point. (2012) Mission Extension: The Weblog, Lang...
• GOAL - Strengthen and support entrepreneurs and
small business owners
– An extension of eXtension COP - Entrepreneurs an...
This We Believe
People are busy!
People only have so much time!
People want to learn!
People learn when they have to!
Peop...
1. Chats with other business owners
• Coffee-break sized chunks
(15 minutes or less)
2. Blog
3. Social Media
4. Curated Content
Paper.li
https://paper.li/UNLeShip/1319999929
Hashtags
#foodpreneur
#agritourism
#etailing
#powerofbiz
...
5. Focus of Session - Measure Impact
• Experience the tools that
business owners are using
• Begin learning what informati...
Our
Approach
A/B Title Testing
7 Videos Developed
for Rural
Entrepreneurs
Each video also had a
downloadable as
supporting...
What is A/B Testing?
A/B testing involves experimenting with at
least two variations of the same message to
see which one ...
The Plan
• The 7 Topics
– Marketing
– Networking
– Megatrends
• Living with Purpose and Meaning in Rural Areas
• The Gig E...
A/B Testing: Same Video, Same Hashtags,
Same Time; But, Different Titles
Poll
Online or via Texting
PollEv.com/glennmuske795 – Website
Text GLENNMUSKE795 to 37607 once to
join
Titles
• Marketing
– Title A: Standing Out From the Competition
Through Marketing
– Title B: Marketing and Your Small Busi...
Titles
• Time Management
– Title A: Don't Have Time? Think Again!
– Title B: Finding More Time - Learning to Prioritize!
•...
Titles
• GigEconomy
– Title A: 4 Things Entrepreneurs Need to Know About the
#GigEconomy
– Title B: #GigEconomy - Mega Tre...
The Rest of the Plan
Goal –Utilize same description, same video, same
hashtags, at same times to same audiences –
– Trying...
The Experience
We learned a lot, including
how much we don’t know!
Lessons Learned
• Everything takes two or three times longer than expected
• It’s important to have a team.
– People - Tec...
Lessons Learned
• May have been better to have people randomly
see either one or the other of the two titles. In
our case ...
Lessons Learned
• Grants are nice but be prepared to wait for
the bureaucracy to get them processed and
the money actually...
Lessons Learned
• Universities aren’t as nimble as small
businesses
• Platform selection, wordpress.com versus
wordpress.o...
Working Differently Example
• Networking
– 1 hour presentation -
http://www.slideshare.net/glennmuske/networking-farrms-21...
Findings
• Everything took longer than planned!
Youtube Analytics
Google Analytics
Facebook Insights
Hootesuite Analytics
Wordpress Stats
Results
Topic Launch
Date
Views -
Pre 4/13/15 4/21/15 4/28/15 5/4/15 5/11/15 5/18/15 5/25/15
Total
Marketing
A
4/7/15 10 2...
• Invest in Social Media Specialists
– Analytics continuously becoming more complex
• Consider For-Pay Promotions and Anal...
• Tools to Use for A/B Testing
– Mail Chimp
– Google Analytics Experiments
– Optimizely $$
– Kissmetrics $$
– VWO $$
– 10 ...
Feedback
• What topics are you finding that are of
interest and attract an audience online?
• What tools are working to ge...
• Are we quick or nimble
enough?
• Do we have the support we
need when we need it?
Can and how do we compete
with the priv...
Resources
• 11 Content Marketing Statistics You Should Care
About http://www.smartbugmedia.com/blog/11-content-marketing-s...
Resources
• How to Increase Your Facebook Conversions Using
Google Analytics http://www.socialmediaexaminer.com/increase-f...
Thanks to:
• North Central Regional Center for Rural
Development
– Grant Funding was Critical
• Alyssa Day-Intern Extraord...
Contact Information
• Glenn Muske – glenn.muske@ndsu.edu
• Connie Hancock – chancock1@unl.edu
• Connie Reimers-Hild –
crei...
NACDEP 2015 - Are we entrepreneurs?
NACDEP 2015 - Are we entrepreneurs?
NACDEP 2015 - Are we entrepreneurs?
NACDEP 2015 - Are we entrepreneurs?
NACDEP 2015 - Are we entrepreneurs?
NACDEP 2015 - Are we entrepreneurs?
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NACDEP 2015 - Are we entrepreneurs?

Report on A/B title testing of educational videos and materials for small business owners and entrepreneurs. Goal is finding the best way to help the owner start and grow the business.
Published on: Mar 3, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - NACDEP 2015 - Are we entrepreneurs?

  • 1. Are We Entrepreneurs? Using Ourselves as a Case Study to Measure the Impact of Extension’s Web-Based Entrepreneurship Outreach
  • 2. Our Approach As the world continues to evolve at an increasingly rapid pace, we must do the same!
  • 3. Our Approach Quick, Responsive Development Model -Harvard Business Review, 2013
  • 4. Does It Matter to: Extension? Small Business? The Coming Digital Tipping Point. (2012) Mission Extension: The Weblog, Langcuster, J. https://missionextension.wordpress.com/2012/08/16/the-coming-digital-tipping-point/ Is Extension Ready to Adopt Technology for Delivering Programs and Reaching new Audiences. Diem, K. G., Hino, J., Martin, D., & Meisenbach, T. (2011) Journal of Extension, 49(6), Article 6FEA1 Extension’s Online Presence: Are Land-Grant Universities Promoting the Tripartite Mission? - Arnold, Shannon; Hill, Alexandra & Bailey, Nikki (2014) Journal of Extension, 52(4), Article 6RIB1. Internet Use for Small Businesses: Does It Matter? – Gallardo, Roberto & Jacobs, Austin. (2012) Journal of Extension, 50(6), Article 4RIB6.
  • 5. • GOAL - Strengthen and support entrepreneurs and small business owners – An extension of eXtension COP - Entrepreneurs and Their Communities • How do we enhance the business owners experience? • How can we engage the owners in the conversation? • What topics are of most interest? • What format/s do they most prefer?
  • 6. This We Believe People are busy! People only have so much time! People want to learn! People learn when they have to! People want to learn one thing at a time!
  • 7. 1. Chats with other business owners • Coffee-break sized chunks (15 minutes or less)
  • 8. 2. Blog
  • 9. 3. Social Media
  • 10. 4. Curated Content Paper.li https://paper.li/UNLeShip/1319999929 Hashtags #foodpreneur #agritourism #etailing #powerofbiz Resources POB Newsletter - http://powerofbusiness.net/tips-and- resource-digest-help-for-entrepreneurs-small-business- owners/ Subscribe
  • 11. 5. Focus of Session - Measure Impact • Experience the tools that business owners are using • Begin learning what information is being used • This example – Use of A/B testing • Also using Google Analytics and other tools
  • 12. Our Approach A/B Title Testing 7 Videos Developed for Rural Entrepreneurs Each video also had a downloadable as supporting resource
  • 13. What is A/B Testing? A/B testing involves experimenting with at least two variations of the same message to see which one has the best conversion rate. -O’Kane, 2013
  • 14. The Plan • The 7 Topics – Marketing – Networking – Megatrends • Living with Purpose and Meaning in Rural Areas • The Gig Economy • The Decentralized Marketplace – Time Management – Mobile Security • One topic per week • Each topic given 2 titles
  • 15. A/B Testing: Same Video, Same Hashtags, Same Time; But, Different Titles
  • 16. Poll Online or via Texting PollEv.com/glennmuske795 – Website Text GLENNMUSKE795 to 37607 once to join
  • 17. Titles • Marketing – Title A: Standing Out From the Competition Through Marketing – Title B: Marketing and Your Small Business • Networking – Title A: Connecting with Others Brings Business Success: Are You Engaged? – Title B: Effective Networking: A Key Success Factor
  • 18. Titles • Time Management – Title A: Don't Have Time? Think Again! – Title B: Finding More Time - Learning to Prioritize! • Mobile – Title A: Mobile Security Tips to Help You Be Safe! – Title B: Are You Keeping Your Mobile Devices Secure?
  • 19. Titles • GigEconomy – Title A: 4 Things Entrepreneurs Need to Know About the #GigEconomy – Title B: #GigEconomy - Mega Trend Influencing Businesses in Rural Areas • Purpose and Meaning – Title A: What Entrepreneurs Need to Know About Living with Purpose and Meaning – Title B: Living with Purpose and Meaning: Mega-Trend Influencing Businesses in Rural Areas • Decentralized – Title A: What Entrepreneurs Need to Know About Working in a Decentralized Marketplace – Title B: The Decentralized Marketplace: Megatrend Influencing Businesses in Rural Areas
  • 20. The Rest of the Plan Goal –Utilize same description, same video, same hashtags, at same times to same audiences – – Trying to eliminate variance • 4 Team members pushed information 6 social media platforms – Facebook - 4 – Twitter - 4 – Pinterest - 2 – Blogs - 4 – Google+ - 1 – LinkedIn – 3
  • 21. The Experience We learned a lot, including how much we don’t know!
  • 22. Lessons Learned • Everything takes two or three times longer than expected • It’s important to have a team. – People - Tech experts, Graphic designers, Web Analytics • That is committed and ready to make project a priority. – Financial support and Time – Constant change of people raise havoc with schedule • Need to be able to have focused time on our calendar. • Platforms – University software versus Industry standards – Transition from different platforms and that require “pro” versions to do what we wanted to do would have saved development time.
  • 23. Lessons Learned • May have been better to have people randomly see either one or the other of the two titles. In our case they would see both within a short period of time. • Larger pool of people seeing the posts would have provided stronger results • Millennials are great! • Time commitments – Clear out part of your calendar. • Allow plenty of lead time for creation of product and timeline
  • 24. Lessons Learned • Grants are nice but be prepared to wait for the bureaucracy to get them processed and the money actually in your hands. • Need to keep up with trends but not get taken in by “today’s” new tool • Team learning works • Need to learn to write and think differently
  • 25. Lessons Learned • Universities aren’t as nimble as small businesses • Platform selection, wordpress.com versus wordpress.org, delayed use of Google Analytics • Effort showed how teams can become a “personal knowledge network” (PKN)
  • 26. Working Differently Example • Networking – 1 hour presentation - http://www.slideshare.net/glennmuske/networking-farrms-215 – 4 page fact sheet • To – 15 minute video - https://www.youtube.com/watch?v=2tmq_WiyPoQ – Traditional 2-page fact sheet • To – 5 minute video - https://www.youtube.com/watch?v=dCKynKVqzFg – 2 page bulleted fact sheet - http://digitalcommons.unl.edu/cvicollect/3/
  • 27. Findings • Everything took longer than planned!
  • 28. Youtube Analytics
  • 29. Google Analytics
  • 30. Facebook Insights
  • 31. Hootesuite Analytics
  • 32. Wordpress Stats
  • 33. Results Topic Launch Date Views - Pre 4/13/15 4/21/15 4/28/15 5/4/15 5/11/15 5/18/15 5/25/15 Total Marketing A 4/7/15 10 28 11 2 0 B 13 33 12 1 0 Networking A 4/13/1 5 13 19 3 2 B 12 44 7 2 Gig Economy A 4/21/1 5 11 30 4 B 10 17 6 Living with Purpose A 4/28/1 5 22 5 B 15 15 Decentraliz ed Mkt A 5/4/15 16 0 B 6 2 Time Mgmt A 5/11/1 5 B Mobile Security A 5/18/1 5 B Downloads of PDF’s
  • 34. • Invest in Social Media Specialists – Analytics continuously becoming more complex • Consider For-Pay Promotions and Analysis – A considerable amount of time was invested in promotion for very little return • PKNs work but having an expert guide the experience allows learning to move quicker – However you don’t have option to learn from your mistakes Future Recommendations
  • 35. • Tools to Use for A/B Testing – Mail Chimp – Google Analytics Experiments – Optimizely $$ – Kissmetrics $$ – VWO $$ – 10 Unique Tests for Every Social Media Channel - https://blog.bufferapp.com/social-media-tests-ideas- strategies Future Recommendations
  • 36. Feedback • What topics are you finding that are of interest and attract an audience online? • What tools are working to get the message out? • How are you getting people engaged? • How can we all work smarter and not harder?
  • 37. • Are we quick or nimble enough? • Do we have the support we need when we need it? Can and how do we compete with the private sector?
  • 38. Resources • 11 Content Marketing Statistics You Should Care About http://www.smartbugmedia.com/blog/11-content-marketing-statistics- you-should-care-about • Which Stats Matter: The Definitive Guide to Tracking Social Media Metrics https://blog.bufferapp.com/definitive-guide- social-media-metrics-stats • Google Analytics Academy https://analyticsacademy.withgoogle.com/course01/unit?unit=1&lesson=1 • Five Pyschological Examples of High Converting Websites http://www.entrepreneur.com/article/235923 • Five Unique Ways to Measure and Evaluate a Social Media Campaign https://blog.bufferapp.com/how-to-evaluate-and- optimize-social-media-content
  • 39. Resources • How to Increase Your Facebook Conversions Using Google Analytics http://www.socialmediaexaminer.com/increase-facebook- conversions/ • Benchmarking Performance: Your Options, Dos, Don’ts and To-Die-Fors - http://www.kaushik.net/avinash/benchmarking-digital- analytics-performance-metrics/ • Four Online Marketing Metrics that Actually Matter http://www.marketingprofs.com/articles/2015/27590/four-online-marketing-metrics- that-actually-matter?adref=nlt050415 • Evaluating Your Social Media Activity in Extension Educational Programming https://learn.extension.org/events/1645#.VUeOmtjQPIV
  • 40. Thanks to: • North Central Regional Center for Rural Development – Grant Funding was Critical • Alyssa Day-Intern Extraordinaire! • UNL Media • Power of Business Team • Everyone who Retweeted, Favorited and Shared!
  • 41. Contact Information • Glenn Muske – glenn.muske@ndsu.edu • Connie Hancock – chancock1@unl.edu • Connie Reimers-Hild – creimershild@nebraska.edu

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