Backchannels and Broadcast:
Plugging twitter and blogs into coursework delivery
Dr Stephen Dann, Marketing, Management and...
Before we start
Presentation Conditions
Laptops open, phones on, and touchscreen
active
Premise #1: 90-9-1
90-9-1 Theory
user participation generally follows a 90-9-1 Rule:
– 90% of users are "lurkers"
• (i.e. ...
1-9-90
• The Role of the Lecturer as the 1%
– Content creator / Innovator (Lecturer)
• Peer leaders (9%)
– Early Adopter (...
Premise #2: Product Characteristics
• Relative advantage
– What’s the benefit?
• Compatibility
– Does it fit into the lear...
Premise #3 Front stage activity
Service blueprint theory
• Evidence
• User (student)
• “on stage” front end
• Line of Inte...
The Set Up
History The Crew
• Wattle/LMS: Storage locker of course work
– Moodle RSS Block
The Platforms
The Platforms
• Wordpress: Inter-class communications platform
– Broadcast / speaker system
– Twitter Tools
The Platforms
• Twitter: Intra-class backchannel
Twitter: Empty Box Approach
@stephendann (interactive)
Daily. Hourly. Interpersonal conduct
@drstephendann (event broadcas...
Twitter+Blog
1. Expected resistance.
2. Active and pointed apathy
3. Then came the assessment tips…
Priming the observation
For next week
Blog http://mktg3023.weblogs.anu.edu.au
Twitter http://twitter.com/mktg3023
Readings...
Twitter failed the Product Test
• Relative advantage
– No greater gain than hands in the air or shouting
out comment.
• Co...
Blog passed the test
• Relative advantage
– Between class communication
– Bonus assessment instruction
• Compatibility
– V...
Review
Role of the blog as a communications
broadcast platform versus
community/feedback
End
Blog as Assessment
Split level project
Plan / Proposal
Implementation
Review
Plan / Proposal
What blogging system are you using?
Information about the blog?
Proposed Content
Objectives / Goals
Measur...
What blogging system are you using?
Platform Selection
Please explain your reasons for choosing this
platform*
Return to p...
Information about the blog
What is the Blog address?
What is the title of the blog?
What are the branding implications of ...
Proposed Content
Describe the proposed content of the site
Give a 140 character description of your blog
(Twitter)
Please ...
Objectives / Goals
Primary goal / objective
Secondary goal / objective
Proposed Update Schedule
Rational behind the goals ...
Measurement / Metrics
How do you intend to measure the success of the
blog in reaching the primary goal/objective?*
How do...
Means to the Ends
How do you intend to reach the primary goal/objective?
How do you intend to reach the secondary goal/obj...
Marks Allocation
Return to plan/proposal
Review
Review of Objectives
Review of Outcomes
Performance
Objectives
Metrics
Future Direction
Review of Objectives
Review of Objectives
Proposed Update Schedule*
Actual Update Schedule
Primary goal / objective*
Metri...
Review of Outcomes (1)
Please outline how the blog performed on the
primary and secondary goals. (250 to 500
words). Brief...
Review of Outcomes (2)
Were the objectives you choose adequate to
guide the development of your blog? Discuss
the role of ...
Review of Outcomes (3)
Were the metrics you choose adequate to
address the objectives for your blog? Discuss
how well the ...
Review of Outcomes (4)
Finally, what lessons for the future direction of
your blog and future planning exercises in your
m...
Assessment Conclusions
Slow lead times / slow uptake
Uncommon behaviour (9-90)
Blog as Assessment Blog as Broadcast
For next week
Blog http://stephendann.com/teaching/
Twitter http://twitter.com/stephendann
Readings Twitter Content Classi...
The Links
The Online Sites
MGMT2032 – 2010
Business Decision Making, 2nd
year quasi-compulsory
MKTG2032 - 2008
Internet Marketing, 2...
History (blog)
• 2008: Externally hosted blogs
– Undergrad e-Marketing (wordpress)
– Postgrad e-Marketing (blogger)
• “Blo...
History (twitter)
Twitter for Broadcast
• 2008: Lab based broadcast (@mktg2032-7037)
Twitter for Backchannel
• Social Mark...
For next week
Blog http://stephendann.com/teaching/
Twitter http://twitter.com/stephendann
Readings Twitter Content Classi...
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Backchannels and broadcast

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A discussion presentation on the use of teaching blogs and twitter accounts in marketing education delivery. Includes a bonus discussion of the blog as assessment item. Recommended as a download for the intra-slide links fest.

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Backchannels and broadcast

  1. 1. Backchannels and Broadcast: Plugging twitter and blogs into coursework delivery Dr Stephen Dann, Marketing, Management and International Business @drstephendann | @stephendann Blog as Assessment Blog as Broadcast
  2. 2. Before we start
  3. 3. Presentation Conditions Laptops open, phones on, and touchscreen active
  4. 4. Premise #1: 90-9-1 90-9-1 Theory user participation generally follows a 90-9-1 Rule: – 90% of users are "lurkers" • (i.e. they read or browse but don't contribute) – 9% of users contribute from time to time, • other priorities dominate their time – 1% of users participate very often
  5. 5. 1-9-90 • The Role of the Lecturer as the 1% – Content creator / Innovator (Lecturer) • Peer leaders (9%) – Early Adopter (Social/Peer leadership of cohort) – Comments, responds and interjects • Majority (90%) – Later adopters – Can move to the Peer Leadership – Consumers of the content, – Validation of the leadership Assessment conclusions
  6. 6. Premise #2: Product Characteristics • Relative advantage – What’s the benefit? • Compatibility – Does it fit into the learning? • Complexity – Appropriate level of difficulty • Capacity for Trial – Divisible by more than zero? • Communicability – Can you display it?
  7. 7. Premise #3 Front stage activity Service blueprint theory • Evidence • User (student) • “on stage” front end • Line of Interaction • Backstage (hidden) • Support Processes (policy) Kalakota, R. and Robinson, M. (1999) e-Business: Roadmap for Success. Sydney: Addison-Wesley.
  8. 8. The Set Up History The Crew
  9. 9. • Wattle/LMS: Storage locker of course work – Moodle RSS Block The Platforms
  10. 10. The Platforms • Wordpress: Inter-class communications platform – Broadcast / speaker system – Twitter Tools
  11. 11. The Platforms • Twitter: Intra-class backchannel
  12. 12. Twitter: Empty Box Approach @stephendann (interactive) Daily. Hourly. Interpersonal conduct @drstephendann (event broadcast) Limited. High speed broadcast bursts @mktg#### (periodic activity) Staggered delay. Live in class.
  13. 13. Twitter+Blog 1. Expected resistance. 2. Active and pointed apathy 3. Then came the assessment tips…
  14. 14. Priming the observation For next week Blog http://mktg3023.weblogs.anu.edu.au Twitter http://twitter.com/mktg3023 Readings Chapter E-mail mktg3023@anu.edu.au
  15. 15. Twitter failed the Product Test • Relative advantage – No greater gain than hands in the air or shouting out comment. • Compatibility – Twitter was not part of my student’s life • Complexity – Managing stream on phone/iDevice • Capacity for Trial – Several tried, most quit. • Communicability – Non-obvious advantages / non obvious participation
  16. 16. Blog passed the test • Relative advantage – Between class communication – Bonus assessment instruction • Compatibility – Viewed as extension of LMS / slides • Complexity – Simple RSS access from LMS • Capacity for Trial – Ease of trial • Communicability – Communicated through LMS – Limited communication
  17. 17. Review Role of the blog as a communications broadcast platform versus community/feedback End
  18. 18. Blog as Assessment
  19. 19. Split level project Plan / Proposal Implementation Review
  20. 20. Plan / Proposal What blogging system are you using? Information about the blog? Proposed Content Objectives / Goals Measurement / Metrics Means to the Ends Marks Allocation Return to split level
  21. 21. What blogging system are you using? Platform Selection Please explain your reasons for choosing this platform* Return to plan/proposal
  22. 22. Information about the blog What is the Blog address? What is the title of the blog? What are the branding implications of the title and address of the blog? What is the reason for the title and name? Give explanations and justifications Return to plan/proposal
  23. 23. Proposed Content Describe the proposed content of the site Give a 140 character description of your blog (Twitter) Please specify keywords that you would use to find your site on Google. Return to plan/proposal
  24. 24. Objectives / Goals Primary goal / objective Secondary goal / objective Proposed Update Schedule Rational behind the goals and schedule* Return to plan/proposal
  25. 25. Measurement / Metrics How do you intend to measure the success of the blog in reaching the primary goal/objective?* How do you intend to measure the success of the blog in reaching the secondary goal/objective?* Return to plan/proposal
  26. 26. Means to the Ends How do you intend to reach the primary goal/objective? How do you intend to reach the secondary goal/objective?* In 450 to 500 words, please outline your broad strategy for reaching your blogging objectives, including references to any marketing theory or practice you intend to use including reference to any specific e- marketing tools and techniques you intend to use, plus citing any blogs or blog posts advice you intend to follow. Citations and references are required. Return to plan/proposal
  27. 27. Marks Allocation Return to plan/proposal
  28. 28. Review Review of Objectives Review of Outcomes Performance Objectives Metrics Future Direction
  29. 29. Review of Objectives Review of Objectives Proposed Update Schedule* Actual Update Schedule Primary goal / objective* Metric for the Primary goal * Secondary goal / objective* Metric for the Secondary goal *
  30. 30. Review of Outcomes (1) Please outline how the blog performed on the primary and secondary goals. (250 to 500 words). Briefly outline any changes from the original plan during implementation, and positive or negative variations on the projected outcomes
  31. 31. Review of Outcomes (2) Were the objectives you choose adequate to guide the development of your blog? Discuss the role of the objectives in guiding the development of the plan, blog and blog content. Are there any changes you would have made to your objectives on the basis of your experience with the blogging? Discuss. (250 to 500 words)
  32. 32. Review of Outcomes (3) Were the metrics you choose adequate to address the objectives for your blog? Discuss how well the metrics measured what the blog achieved (250 to 500 words)
  33. 33. Review of Outcomes (4) Finally, what lessons for the future direction of your blog and future planning exercises in your marketing can you take from the experience of planning objectives, setting metrics, implementing the blog and measuring the outcomes? (250 to 500)
  34. 34. Assessment Conclusions Slow lead times / slow uptake Uncommon behaviour (9-90) Blog as Assessment Blog as Broadcast
  35. 35. For next week Blog http://stephendann.com/teaching/ Twitter http://twitter.com/stephendann Readings Twitter Content Classification E-mail stephen.dann@anu.edu.au
  36. 36. The Links
  37. 37. The Online Sites MGMT2032 – 2010 Business Decision Making, 2nd year quasi-compulsory MKTG2032 - 2008 Internet Marketing, 2nd year elective MKTG3024 – 2010 Social Marketing, 3rd year elective MKTG3023 - 2010 Marketing Strategy, 3rd year compulsory MGMT7006 - 2010 Postgraduate Business Decision Making MKTG7027 – 2010 Postgraduate Marketing Strategy MKTG7037 – 2008 Post graduate E-marketing Setup
  38. 38. History (blog) • 2008: Externally hosted blogs – Undergrad e-Marketing (wordpress) – Postgrad e-Marketing (blogger) • “Blog as Assessment” • 2010: ANU hosted Wordpress – Marketing Strategy – Business Decision Making – Social Marketing Setup
  39. 39. History (twitter) Twitter for Broadcast • 2008: Lab based broadcast (@mktg2032-7037) Twitter for Backchannel • Social Marketing (@mktg3024) • Marketing Strategy (@mktg3023) • Business Decision Making (@mgmt2003) Setup
  40. 40. For next week Blog http://stephendann.com/teaching/ Twitter http://twitter.com/stephendann Readings Twitter Content Classification (slideshare) Twitter Analytics, First Monday, Dec 2010 E-mail stephen.dann@anu.edu.au
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