MOOCs as New Marketing – The Intersection of Marketing and Education, Tech and Learning

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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.

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MOOCs as New Marketing – The Intersection of Marketing and Education, Tech and Learning

  1. 1. MOOCs as the New Marketing: how learning drives engagement and connection Irene Greif, Fellow, IBM Research Perry Hewitt, CDO, Harvard University
  2. 2. Pop quiz!  Who knows what a MOOC is?  Who has taken a MOOC?  Can you name some ways MOOCs might be connected to marketing?
  3. 3. Define: MOOC
  4. 4. 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
  5. 5. 56% of population 73% of internet users 8
  6. 6. 9
  7. 7. [ “We are already in a post-MOOC era.” Robert Lue, Faculty Director of HarvardX ]
  8. 8. 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
  9. 9. More about MOOCs and learning Still a rapidly-growing market in online education within and beyond the MOOC, but as an industry:  Intense interest  Low completion numbers  Hard to measure outcome
  10. 10. How do you learn?
  11. 11. Social Learning how people learn
  12. 12. 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, 1977 15
  13. 13. 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 • … • • • • • 16
  14. 14. 1 Modern businesses run on social learning! 17
  15. 15. just-in-time is good learning practice • … Individual Candidates Community Candidates 18 18
  16. 16. You can make these tools a part of your marketing plan       Forums Wikis Expert Locators Shared files and bookmarks Shared spaces for “war stories” … 19
  17. 17. 2 MOOCs provide an engaging context for social learning 20
  18. 18. Sometimes it’s by accident: 21
  19. 19. Sometimes by design: Video enables “Flipped Classrooms” 22
  20. 20. The video can be talking heads: MIT 6.00x 23
  21. 21. The video can reveal the social process: Harvard’s CS50 24
  22. 22. For a business: a compelling view of your company’s values 25
  23. 23. 3 MOOCs capture tons of data …more fodder for analytics akin to sentiment analysis you do on twitter 26
  24. 24. The opportunity: get over worrying about completion rates More useful measures:  What chunks do they go to?  What concepts do they master?  Are they engaged? 27
  25. 25. Engagement
  26. 26. Everything old is new again
  27. 27. content strategy learning  teach  assess  credential  engage  build community  connect  spark discussion  amuse 30
  28. 28. Case study: Google Analytics MOOC 31
  29. 29. Why Google Analytics MOOC matters 32
  30. 30. Why Google Analytics MOOC matters 33
  31. 31. 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. 34
  32. 32. Social Learning and Your Customers 35
  33. 33. What you could accomplish …  Engagement through learning  To what end? - Better understanding of your customers? - Making your products more understandable? - Developing your current – or future – workforce? 36
  34. 34. Understanding your customer: The Bucket List Game 37
  35. 35. 38
  36. 36. Make your product more understandable 39
  37. 37. Develop your workforce 40
  38. 38. Develop your future workforce
  39. 39. Shaping your learning strategy You may not want to offer a full-blown MOOC, but what learning strategies might you implement today? 42
  40. 40. 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.
  41. 41. Q&A
  42. 42. Thank you Irene Greif, Fellow, IBM Research igreif@us.ibm.com | @igreif Perry Hewitt, CDO, Harvard University perry_hewitt@harvard.edu | @perryhewitt

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