OU as e-business


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How the OU is responding to Web 2.0 and Social Media.

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OU as e-business

  1. 1. Ian Roddis | @ianroddis Laura Dewis | @lauradee 27 September 2008 ‘ e’ to business: how the OU is embracing cultural and consumer shifts
  2. 2. Authors/Subject Matter Experts Create Schema Versions Workflows Metadata Security Designers/Editors Systems Manage Multiple Doc Types L&T activities Assessment Supplements Course Texts Deliver Multiple Output Types AN ePUBLISHING PLATFORM VLE/OpenLearn Print/PDF Handheld/ Wireless CD-ROM/ DVD-ROM
  3. 3. Stats and conversion rates Visit/Visitor Trends Conversion Trends
  4. 4. <ul><li>What we want to talk about </li></ul>
  5. 5. “ A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” The Cluetrain Manifesto (1999)
  6. 6. <ul><li>Why it matters </li></ul>
  7. 7. What it means to our customers “ (More) people <like me>” “ I can talk to them when, where and how I want.” “ I don’t need to listen to your corporate voice, I have a million other people who’ve <lived you> to tell me the real deal.” “ The crowd will average it out for me.” “ Then I’ll decide.”
  8. 8. “ RIGHT NOW, your customers are writing about your products on blogs and recutting your commercials on YouTube. They are defining you on Wikipedia and ganging up on you on social networking sites like Facebook.” Groundswell
  9. 9. <ul><li>Relationships </li></ul>
  10. 10. “ Ultimately, what matters is the message, and it has to emerge from the experience of media, not be inserted into it. Jonathan Salem Baskin
  11. 11. Relationships What do people think about us? [Activity] Google <OU review>; <OU any good>; <OU complaints>
  12. 12. Relationships: our students
  13. 13. Relationships; empowered customers? http://wabbit42.blogspot.com/2008/03/m150-song.html
  14. 14. Relationships; monitoring <Laura> PageFlakes (how we monitor) Sentiment mining Voices of content/discontent Influencing
  15. 15. <ul><li>Listen </li></ul>
  16. 16. Listen Try talking to the OU Tell the OU something important to you as a customer? [Activity] Visit www.open.ac.uk and ‘contact us’
  17. 17. Listen; Starbucks http://mystarbucksidea.force.com/apex/ideaHome
  18. 18. Listen; Dell http://wabbit42.blogspot.com/2008/03/m150-song.html
  19. 19. Listen; Dell http://www.dellideastorm.com/
  20. 20. <ul><li>Questions </li></ul>
  21. 21. Questions to think about Would we listen, or do we know best ? Are we happy to be challenged? Are we happy to change? Do we care about customer contentment? (After all we assess their worth) How reactive to the customer are we? How do we handle feedback/suggestions? If they don’t do it <here> they’ll do it <there>
  22. 22. <ul><li>Why it matters </li></ul>
  23. 23. (Used to) seek rationality in linear models
  24. 24. Complex customer journey
  25. 25. Complex customer journey
  26. 26. <ul><li><Pause> </li></ul>
  27. 27. <Pause> Listening beats talking Relationships beat transactions Open beats closed
  28. 28. Key behavioural characteristics Embed Share Contribute Rate Listen Partner
  29. 29. <ul><li>Platform </li></ul>
  30. 30. Platform
  31. 31. Platform: family <Laura> VC’s speech; Twitter; Qik; Seesmic Questions of openness; how do academics, student services staff engage in Platform | Facebook | YouTube? Anonymous, member of community? Expert view
  32. 33. <ul><li>Environment </li></ul>
  33. 34. Environment and behaviours Far out there | Out there | near here | here | insider
  34. 35. <ul><li><Pause> </li></ul>
  35. 36. http://www.youtube.com/watch?v=wg96RSsrXk0
  36. 37. It’s easy to miss something you’re not looking for.
  37. 38. <ul><li>Why it matters </li></ul>
  38. 39. Tipping point
  39. 40. Visualising our extended network
  40. 41. Measuring attention (open university)
  41. 42. <ul><li><Questions> </li></ul>
  42. 43. Questions to think about <ul><li>How should we/could we/are we changing? </li></ul><ul><li>Does the Starbucks and Dell model translate to the OU? </li></ul><ul><li>Are we truly open? To ideas/customer feedback/ </li></ul><ul><li>What does open mean in Web 2.0 world? </li></ul><ul><li>How are your orgs responding? </li></ul><ul><li>Does this Web 2.0 thing add up? Is it still about big brands and big hits? Is the ‘long tail’ useful (profitable)? </li></ul><ul><li>What does it mean to be an academic? </li></ul><ul><li>How do we take <in here> support <out there>? </li></ul><ul><li>Do we need to be direct participants in group discussions, or just monitor? </li></ul><ul><li>Do we see the opportunity? Our community is so large they will naturally be in those spaces </li></ul><ul><li>Do empowered customers and online citizens make empowered learners (it’s still a slog!)? </li></ul>