Staff Dick Wootton NASULGC Greg Crosby

Staff § Dick Wootton NASULGC § Greg Crosby CSREES 2 § Linda Williams. Willis Prairie View A & M University § Terry Gibson University of Wisconsin § Larry Lippke Texas A&M University § Ron Brown Association of Southern Region Extension Directors § Steve Wyatt University of Missouri § Fred Piazza Louisiana State University

USDA Commitment § CSREES is an interested and active partner § e-Extension should evolve to be a content provider of choice within USDA and for agencies external to USDA § CSREES has an internal e-Extension committee linked to the core staff 3

USDA Commitment § Information Technology enables doing business in new ways § e-Extension will be a showcase for ways publicly funded agencies/universities can better serve taxpayers § e-Extension will be a model example of e-Government § e-Extension will be a favorite site for external audiences 4

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Why e-Extension? § Changes in society § Vision for the 21 st Century § Change in information-seeking behavior 6 § ECOP Leadership Advisory Council

Customer-Driven Information Systems 7 “When the rate of change outside exceeds the rate of change inside, the end of the organization is in sight. ” – Jack Welch, former CEO, General Electric

A Vision for the 21 st Century 8 “… to enable people to improve their lives and communities through learning partnerships that put knowledge to work” remains Extension’s mission * The Extension System: A Vision for the 21 st Century Resource Document

Adoption Curves for Various Media Millions of Users (US) 350 9 Time to reach 200 Million Users: Radio Television Cable TV WWW 300 250 Radio …. 55 Years 200 150 TV …. … 25 Years 100 Cable. . . 12 Years Millions of Users (US) WWW…. 5 Years 50 0 1922 1930 1938 1946 1954 1962 Year Source: Morgan Stanley Technology Research 1970 1978 1986 1994 2000

% Internet Access by Age 10 * Based on the September 2001 U. S. Census Bureau’s Current Population Survey - a survey of approximately 57, 000 households and more than 137, 000 individuals across the United States.

Leadership Advisory Council Report -- 2003 § Outstanding Personnel – Major challenge is expanded use of technology – The future of CES depends on high-touch complemented by high-tech § Organizational Efficiency 11 – It is not only impossible for each land-grant to be everything to their constituents, it is inefficient and redundant. – Ways need to be found to have strong local branding and system identity that will give clients confidence in information wherever it originates in the land-grant system

Leadership Advisory Council Report -- 2003 § Organizational Efficiency (cont. ) – Multi-state cooperation allows the system to develop and provide excellent resources through various technologies including e-Extension § Quality Products 12 – CES should evolve into a 24/7 organization with interactive learning available at teachable moments for clientele – CES should promote credit and non-credit learning, as well as respond to more immediate requests for answers to questions

Leadership Advisory Council Report -- 2003 § Easy Access – Serve clients with both technology-based and faceto-face delivery that ranges from a simple question and answer to the need for a conference or a distance education course 13 – CES needs e-Extension to provide well-developed, comprehensive content within an Internet delivery system – e-Extension also offers the benefit of bringing together a federation of 105 partner land-grants into “one system”

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Who Has Had Input? § Draft one presented to Directors and Administrators based on: – Four regional meetings (Atlanta, KC, Pittsburgh, LV) 15 – – – DART External advisory group of executives Think Tank 2 electronic chats More than 350 people From 47 states and 3 territories

Who Has Had Input? § Draft two – November, 2003 16 – Director/Administrator input – Two workgroups (April, June 2003) – Interested individuals – Accenture -- (Business Plan) § Elements of draft two – Working demonstration – Revised web site – Interpretive Documents

Goal 17 § Plan and implement a national webbased information and education network for current and new Extension clientele that will support just-in-time learning by providing coordinated access to LGU expertise

Vision § Trusted and valued source of information § Help most people at some point in their lives § Users will have not only access, but success – In finding qualified resources 18 – In interacting with the site – In applying information

Philosophy § Aid in diffusing useful and practical information § Represent the entire LG system 19 § Provide aggregated, best of the best information § Minimize duplication

CES Strategic Advantage § 3000 local outlets § Source of unbiased information § Two-way link to university research and knowledge 20 § Trusted source of information by established clientele § Local / State brand identity established

Benefits § Richer array of resources (learning objects) to choose from for programming on-campus, off-campus and via distance learning 21 § Less time and energy invested in reinventing and creating new materials § More responsive to diverse needs - language, literacy, learning style, ADA

Benefits § Increased time for face to face contact on indepth problems / issues 22 § Single starting point for access to the total Cooperative Extension system

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Current Issues § Content creators are not web experts § Weak peer / editorial review process for Web deliverables § Fewer staff members than before 24 § Most web content is static: – Potential legal issues with out-of-date content – State / Federal regulations (ADA)

What do successful large firms use? Content Management Systems (CMS) 25 – Database-driven – Modular – Dynamic – Provides for “Artificial Intelligence”

Benefits of CMS § Collaboration, search, and retrieval 26 – Meta-data stored – Improved search & retrieval – Individual / organizational credit – Improved collaboration across institutions

Benefits of CMS 27 § Format management (Automatic conversion) – Printer-friendly formats – Formats for the visually impaired – Formats for palm computing devices § Revision control – Revision history – Version roll-back

Benefits of CMS § Web-based publishing 28 – Page templates & publishing wizards – Automatic routing for peer & editorial review – Allows ANY employee to submit Web content regardless of Web expertise

Current “Index” Models 29

Future “CMS” Models Easy “Point and Click” Editing 30

Future “CMS” Models “Fill-In The Blank” Editing 31

Future “CMS” Models blank templates for users to choose 33

Future “CMS” Models 34 User copies and pastes or types information directly into template

Adding Metadata System prompts user to input metadata 35 information for each item used in the module

CMS Routing User Saves Webpage 36 Peer Reviewer Web Editor

Consistent Navigation User-Friendly Concepts Automatic Updates Search Always Available Direct Contact with Experts Strong Ties to Local Sites Tailored Navigation brought to you by:

Automatic Updates Tailored Navigation

Search e-Extension Matching Topic Categories

Language Conversion Author Recognition Tailored Navigation Print and Email Versions Chat and Discuss User Feedback

Fosters Communities of Interest

Accommodates Multimedia Modules, Videos and Other Resources Meta Information Multiple Bandwidths

Localize Information

How Does It Work? Audio File from Iowa Movie File from Mississippi Text File from California File Name 45 File Name radionews 08262002. wma West. Nile 08. wmf preventingencephalitis. pdf File Type Windows Media Audio File Windows Media Video File Adobe Portable Document Subject Mosquitoes, encephalitis, West Nile virus Mosquitoes, encephalitis , West Nile virus Author Tobie Blanchard Cindy Johnson Tom Chan Institution Iowa State University Mississippi State University of California

How Does It Work? A Possible Scenario: Iowa State ? 46 Mississippi State User on Their Local University Website National Index Server University of California

Tailored Packages (fee based) General Information Basic Info FAQs Ask the Experts Distance Diagnostics Discussion and Chat Conferencing/ Streaming Video Decision Tools Multiple Learning Modules Individual Learning Modules Certificate/ Credit Courses Collaborative Space Virtual Teams of Experts 47 Search Question, Issue or Life Event User Community of Interest User

Virtual Teams § Comprised of current employees and partners § Organized around Communities of Interest (COIs) § Provide leadership for content development, FAQs, Ask the Experts, and other programming § “Best of the best” – aggregated responsively to life events § Intellectual capital of contributions will accrue to the system 48

Characteristics § Local / state identity and branding preserved § Universal point of access to enable national promotion & links to states 49 § Easy and seamless access to information that includes a common look, structure, and protocols § All resources are qualified by teams of content experts § Validated by usage

Principles – Providing Content § Protocol for content solicitation, review and acceptance such that: – quality is ensured – duplication is minimized 50 – appropriate recognition is provided § Multi-branding with links to local and state sources

Our Challenge Extension can be of more value to more people than ever before… 51 …if we place priority on our customers and decide to work together as a system.