MOOCs as New Marketing – The Intersection of Marketing and Education, Tech and Learning
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MOOCs as the New Marketing: how learning drives engagement and connection Irene Greif, Fellow, IBM Research Perry Hewitt, CDO, Harvard University
description
FutureM 2013 session with speakers from IBM Research & Harvard University Speakers: Irene Greif Chief Scientist for Social Learning, IBM Research Perry Hewitt Chief Digital Officer, Harvard University Brands have weathered the shift from analog to digital, and from solely institutional to conversational. Now it's time to tackle the next shift -- the opportunity in lifelong learning marketing. Brands have long engaged in delivery of educational content from nitration to newborn care. What are the opportunities unique to the digital world for scale, quality, and assessment? This presentation will address ways the energy and thinking around MOOCs can expand our thinking about branded learning as a marketing competency.
Transcript of MOOCs as New Marketing – The Intersection of Marketing and Education, Tech and Learning
MOOCs as the New Marketing:
how learning drives engagement
and connection
Irene Greif, Fellow, IBM ResearchPerry Hewitt, CDO, Harvard University
Pop quiz!
Who knows what a MOOC is?
Who has taken a MOOC?
Can you name some ways MOOCs might be connected to marketing?
Define: MOOC
Why so much interest?
Response to rising costs in higher education: “there’s gotta be a better way”
Realization of the internet’s promise of providing worldwide access to knowledge
The supreme sexiness of scale: 160,000 in a course
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56% of population73% of internet users
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[ ]“We are already in a post-MOOC era.”
Robert Lue, Faculty Director of HarvardX
HarvardX
HarvardX is more than just MOOCs. It is a broadening effort to support the transformation of teaching & research…
catalyst for improving teaching
interactive learning experiences
instructional resources and experts
community of research
More about MOOCs and learning
Still a rapidly-growing market in online education within and beyond the MOOC, but as an industry:
Intense interestLow completion numbersHard to measure outcome
How do you learn?
Social Learning
how people learn
Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do.
Fortunately, most human behavior is learned observationally through modeling.
-- Albert Bandura, 197715
People learn better when they
• Model other people’s behaviors• Discuss• Create and co-create• Teach• Get tutored (and even if they just
watch a tutoring session)• Ask and answer questions• …
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Modern businesses run on social learning!
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just-in-time is good learning practice
• …
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Individual Candidates
CommunityCandidates
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You can make these tools a part of your marketing plan Forums Wikis Expert Locators Shared files and bookmarks Shared spaces for “war stories” …
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MOOCs provide an engaging context for social learning
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Sometimes it’s by accident:
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Sometimes by design:Video enables “Flipped
Classrooms”
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The video can be talking heads:
MIT 6.00x
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The video can reveal the social process: Harvard’s
CS50
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For a business: a compelling view of your company’s values
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MOOCs capture tons of data
…more fodder for analytics akin to sentiment analysis you do on twitter
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The opportunity: get over worrying about completion
rates
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More useful measures:
What chunks do they go to?
What concepts do they master?
Are they engaged?
Engagement
Everything old is new again
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learning
content strategy
teach assess credent
ial
connect spark
discussion
amuse
engage build
community
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Case study: Google Analytics MOOC
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Why Google Analytics MOOC matters
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Why Google Analytics MOOC matters
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4 takeaways from the GA MOOC
1.MOOCs offer an opportunity for scale for organizations looking to engage.
2.Adding synchronous, interactive sessions like Hangouts supports social learning.
3.Using community tools drives learners to engagement opportunities after the course.
4.Analyzing data can inform the online curriculum and overall engagement strategy.
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Social Learning and Your
Customers
Engagement through learning To what end?
- Better understanding of your customers?
- Making your products more understandable?
- Developing your current – or future – workforce?
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What you could accomplish …
Understanding your customer:The Bucket List Game
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Make your product more understandable
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Develop your workforce
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Develop your future workforce
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Shaping your learning strategy
You may not want to offer a full-blown MOOC, but what learning strategies
might you implement today?
3 ideas … then let’s hear yours
1.Leverage existing MOOC products and create a forum for customers or employees.
2.How-to videos – and invite and incent users to submit their own.
3.Mine social content within and beyond the company, using tools and human insight.
Q & A
Thank you
Irene Greif, Fellow, IBM [email protected] | @igreif
Perry Hewitt, CDO, Harvard [email protected] |
@perryhewitt
