Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
For more influential
      higher education
use digital technology and social media




                       Brendan Bar...
We academics worry about
our contribution and impact...
If a tree falls in a forest and no
one is around to hear it...




                      Source: fatboyke



does it make ...
When no one can find your research




                   Source: San Diego Shooter




does it really matter?
Who are we trying to
             reach?

   people or peers?
We appear to be in a
   virtual revolution
The web is a social
experiment
Web 2.0
is the future that has already happened




                     Source: ~Aphrodite



3 main characteristics
(1) Social software

   (2) User driven

     (3) Openness
1.7 billion
         Internet users
world wide (as of 9 March 2010)
50%
 of global population
under 25 years of age
350 million
    Facebook users
 (bigger than the USA)
200 million
YouTube videos watched
      each day
Will this virtual revolution impact
on performance evaluation?
Will it result in

“inappropriate measures that...
drive the development of
higher education in
undesirable directions?”
What is the desirable
             direction?

Depends on the mission
Mission of Cornell University:

“discover, preserve, and disseminate
knowledge; produce creative work; and
promote a cultu...
Mission of Harvard University:

“to create knowledge, to open the minds
of students to that knowledge, and to
enable stude...
The virtual revolution
does not run counter
to these missions...
but suggests
universities may have
to adapt to remain
relevant.
Who is adapting?
Lets look at the top 10 universities in the world.
Harvard
                         Cambridge
                            Yale
                  University College London
  ...
Harvard
                              MIT
                            Stanford
                University of California, B...
Youtube   Facebook   iTunes   Twitter
                     Channel
      Harvard                                    
 ...
Universities are embracing these new opportunities
No.1 on YouTube
(from QS WU Top 10)



             MIT 1,523,494 views
No.1 on YouTube
(from QS WU Top 10)



             MIT 1,523,494 views
             Less than 1% of videos
             v...
No.1 on Facebook
(from QS WU Top 10)



              Oxford University 24,096 fans
              (but University of Michi...
No.1 on Twitter

         Harvard University 14,306 followers
         (Twitter rank = 18,761)
         Ashton Kutcher has...
So what?
How does that make you feel?
Be aware: As a university.....

You will be judged in comparison to
whatever competes with you on the web.

(e.g., a searc...
Be aware: As a university.....


The quality of what you put on the web
will be open for all to see.

But what is quality ...
Be aware:

The best universities will adapt.

The challenge is clear (adapt or die
adapt and remain relevant - like some
n...
Digital Natives/Digital Immigrants

  “Our students have
   changed radically.

Today’s students are no
 longer the people...
Who are Digital Natives?


 A digital native is a person for
   whom digital technologies
already existed when they were
b...
Characteristics
    multimedia oriented

        web-based

         impatient

         non-linear

        multi-tasker
...
Quality for the Digital Native
                High Quality            Low Quality

   Addresses my interest              ...
Ok, so not every student is a digital
native...
To understand more about digital
            natives



              Or visit the Digital Natives blog at
               ...
A Story


How things work?
inspired by the UNU charter

The University shall disseminate the knowledge gained in its
activities to the United Nations...
We developed a webzine
Other universities have webzines
We heard about the...

   Perpetual Internet
     Traffic Machine
Social network
                 traffic picked up by search engines            Twitter
                                   ...
Quality content is key!
    (from UNU-IAS-TKI)
Picked up by Treehugger:
  monthly readership of
       2.5 million

22,137 readers watched
the UNU Carterets video
     o...
Videos
embedded on
UNU-IAS-TKI
  website
Becomes an article on Our World 2.0
Statistics on Vimeo for
    the Carterets video

173,000 plus views from wide
       range of sites!
Statistics for
Producing energy by walking
 on Shibuya station. Tokyo,
Japan.

123,000 views from one site!
Picked up by the Huffington Post
Co-production of content within
            UNU
Use the content in e-learning
Share the content with our partners
Projects generate quality content
Put it on YouTube
UNU podcasts uploaded to iTunesU
Download to your iPod/iPhone
Our World 2.0 articles published in
          the Guardian
Local on-campus screenings/
           events
Video can be screened by
      UNU researchers in the field




Conference on Biodiversity Loss in Khorog,   UNDP Offices ...
Share your content with
     the public...
International screenings
  COP15 Film Festival
Know your target
      audience
Age distribution
           6% 3%    11%

   12%

                                18%
                                    ...
Educational level
          10%
                      17%




26%
                            15%         68%
            ...
In which Sinus-Milieus would you locate the UNU
               target audience?




            Source: Stephan Schmidt pr...
The Sinus-Milieus approach is
     based the observation that
 differences in daily life shape the
individual more than di...
Which reinforces the idea of
  connecting to digital natives...
     the adaptive achievers,
experimentalists and intellec...
This is essentially inbound
          marketing...

      where you “get found”
via search engines, blogosphere
     and s...
3 concerns
1: This not academic?

2: Where is the quality
assurance?

3: What skills are needed?
Five lessons on use of
            social media

1: Go where people are (don’t wait for them to come to you)

2: Less is m...
Final thoughts



People who use social media
love ranking things...
Final thoughts

People who love social media
enjoying writing reviews

Just look at Amazon customer
book reviews
Final thoughts


So which
performance
evaluation will
be influential in
the future?


                       http://www.st...
Now this is not the end. It
is not even the beginning
    of the end, but it is,
 perhaps, the end of the
         beginni...
Thank you
Use social media for more influential higher education
Use social media for more influential higher education
Upcoming SlideShare
Loading in …5
×

Use social media for more influential higher education

2,221 views

Published on

Some of the top universities in the world are embracing social media. However, these are still early days and experience is shallow. How will these new opportunties alter the landscape of higher education? Will they result in more people getting access to the knowledge and learning generated by our best universities?
This presentation was made at the Symposium: Perspectives on University Performance Evaluation organized by the UNU on 15-16 March 2010 - http://www.ias.unu.edu/sub_page.aspx?catID=8&ddlID=1172

Published in: Technology, Business

Use social media for more influential higher education

  1. 1. For more influential higher education use digital technology and social media Brendan Barrett Ph.D. United Nations University
  2. 2. We academics worry about our contribution and impact...
  3. 3. If a tree falls in a forest and no one is around to hear it... Source: fatboyke does it make a sound? Learn more from Kyle James at .eduGuru
  4. 4. When no one can find your research Source: San Diego Shooter does it really matter?
  5. 5. Who are we trying to reach? people or peers?
  6. 6. We appear to be in a virtual revolution
  7. 7. The web is a social experiment
  8. 8. Web 2.0 is the future that has already happened Source: ~Aphrodite 3 main characteristics
  9. 9. (1) Social software (2) User driven (3) Openness
  10. 10. 1.7 billion Internet users world wide (as of 9 March 2010)
  11. 11. 50% of global population under 25 years of age
  12. 12. 350 million Facebook users (bigger than the USA)
  13. 13. 200 million YouTube videos watched each day
  14. 14. Will this virtual revolution impact on performance evaluation?
  15. 15. Will it result in “inappropriate measures that... drive the development of higher education in undesirable directions?”
  16. 16. What is the desirable direction? Depends on the mission
  17. 17. Mission of Cornell University: “discover, preserve, and disseminate knowledge; produce creative work; and promote a culture of broad inquiry....” Source: www.cornell.edu
  18. 18. Mission of Harvard University: “to create knowledge, to open the minds of students to that knowledge, and to enable students to take the best advantage of their educational opportunities....” Source: www.harvard.edu
  19. 19. The virtual revolution does not run counter to these missions...
  20. 20. but suggests universities may have to adapt to remain relevant.
  21. 21. Who is adapting? Lets look at the top 10 universities in the world.
  22. 22. Harvard Cambridge Yale University College London Imperial College Oxford Chicago Princeton MIT Caltech QS WU Ranking 2009 (http://www.topuniversities.com/ university-rankings)
  23. 23. Harvard MIT Stanford University of California, Berkeley Cornell University of Washington University of Minnesota John Hopkins University University of Michigan University of Wisconsin Madison Webometrics Ranking 2009 (http://www.webometrics.info/) Takes account of number pages, in-bound links, rich files and citations in Google Scholar
  24. 24. Youtube Facebook iTunes Twitter Channel Harvard     Cambridge     Yale     University College London    Imperial College    Oxford     Chicago   Princeton    MIT     Caltech  Who is using social media?
  25. 25. Universities are embracing these new opportunities
  26. 26. No.1 on YouTube (from QS WU Top 10) MIT 1,523,494 views
  27. 27. No.1 on YouTube (from QS WU Top 10) MIT 1,523,494 views Less than 1% of videos viewed in one day
  28. 28. No.1 on Facebook (from QS WU Top 10) Oxford University 24,096 fans (but University of Michigan has 97,739 fans) Barack Obama has 7.8 million fans
  29. 29. No.1 on Twitter Harvard University 14,306 followers (Twitter rank = 18,761) Ashton Kutcher has 4.6 million followers (nearly = Norway)
  30. 30. So what? How does that make you feel?
  31. 31. Be aware: As a university..... You will be judged in comparison to whatever competes with you on the web. (e.g., a search will find your university research and a blog)
  32. 32. Be aware: As a university..... The quality of what you put on the web will be open for all to see. But what is quality online?
  33. 33. Be aware: The best universities will adapt. The challenge is clear (adapt or die adapt and remain relevant - like some newspapers).
  34. 34. Digital Natives/Digital Immigrants “Our students have changed radically. Today’s students are no longer the people our educational system was designed to teach.” Marc Prensky, 2001
  35. 35. Who are Digital Natives? A digital native is a person for whom digital technologies already existed when they were born, and hence has grown up with digital technology.......
  36. 36. Characteristics multimedia oriented web-based impatient non-linear multi-tasker less textual, more modalities very creative
  37. 37. Quality for the Digital Native High Quality Low Quality Addresses my interest Not for me Well made Badly made Fresh Stale Substantive Superficial Compelling Boring Source: Chris Anderson, The Long Tail
  38. 38. Ok, so not every student is a digital native...
  39. 39. To understand more about digital natives Or visit the Digital Natives blog at Harvard Law School (http://blogs.law.harvard.edu/ digitalnatives/)
  40. 40. A Story How things work?
  41. 41. inspired by the UNU charter The University shall disseminate the knowledge gained in its activities to the United Nations and its agencies, to scholars and to the public, in order to increase dynamic interaction in the world-wide community of learning and research. How do you do that?
  42. 42. We developed a webzine
  43. 43. Other universities have webzines
  44. 44. We heard about the... Perpetual Internet Traffic Machine
  45. 45. Social network traffic picked up by search engines Twitter Youtube Vimeo Search engine Social networks Facebook results and (social buzz) visibility More traffic Optimize site for search engines Central interactive Content hub syndication (Our World) Other blogs can take articles Viral spread of content (Creative Commons) Posting of quality content
  46. 46. Quality content is key! (from UNU-IAS-TKI)
  47. 47. Picked up by Treehugger: monthly readership of 2.5 million 22,137 readers watched the UNU Carterets video on Treehugger
  48. 48. Videos embedded on UNU-IAS-TKI website
  49. 49. Becomes an article on Our World 2.0
  50. 50. Statistics on Vimeo for the Carterets video 173,000 plus views from wide range of sites!
  51. 51. Statistics for Producing energy by walking on Shibuya station. Tokyo, Japan. 123,000 views from one site!
  52. 52. Picked up by the Huffington Post
  53. 53. Co-production of content within UNU
  54. 54. Use the content in e-learning
  55. 55. Share the content with our partners
  56. 56. Projects generate quality content
  57. 57. Put it on YouTube
  58. 58. UNU podcasts uploaded to iTunesU
  59. 59. Download to your iPod/iPhone
  60. 60. Our World 2.0 articles published in the Guardian
  61. 61. Local on-campus screenings/ events
  62. 62. Video can be screened by UNU researchers in the field Conference on Biodiversity Loss in Khorog, UNDP Offices in Dushanbe, Tajikistan Tajikistan
  63. 63. Share your content with the public...
  64. 64. International screenings COP15 Film Festival
  65. 65. Know your target audience
  66. 66. Age distribution 6% 3% 11% 12% 18% 79% below 40 years old 30% Mainly digital natives? 20% Under 18 18-22 23-29 30-39 40-49 50-59 Over 60
  67. 67. Educational level 10% 17% 26% 15% 68% bachelors or above Well-educated 32% digital natives? High School College Bachelors Masters Doctorate
  68. 68. In which Sinus-Milieus would you locate the UNU target audience? Source: Stephan Schmidt presentation on Our World 2.0 Campaign (Sinus-Milieus)
  69. 69. The Sinus-Milieus approach is based the observation that differences in daily life shape the individual more than differences in socio-demographic or socio-economic situations.
  70. 70. Which reinforces the idea of connecting to digital natives... the adaptive achievers, experimentalists and intellectuals.
  71. 71. This is essentially inbound marketing... where you “get found” via search engines, blogosphere and social media sites...
  72. 72. 3 concerns 1: This not academic? 2: Where is the quality assurance? 3: What skills are needed?
  73. 73. Five lessons on use of social media 1: Go where people are (don’t wait for them to come to you) 2: Less is more - make your messages clear and focused 3: Be patient. It takes time to build a community 4: Focus on thoughtful contact, rather than continual contact 5: Understand who you are trying to reach
  74. 74. Final thoughts People who use social media love ranking things...
  75. 75. Final thoughts People who love social media enjoying writing reviews Just look at Amazon customer book reviews
  76. 76. Final thoughts So which performance evaluation will be influential in the future? http://www.studentsreview.com/
  77. 77. Now this is not the end. It is not even the beginning of the end, but it is, perhaps, the end of the beginning. Winston Churchill
  78. 78. Thank you

×