Engaging Edu Community- v2


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Latest version of my talk to the ImagineK12 cohort (batch #3) on how to engage educators and build a community of evangelists

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  • Objective: Get a sense of the edu world and some tips on talking to teachers\nCrafting and telling a compelling story to break through challenges of getting users in edtech space.\n\nGoals:\nhelp new edtech startups understand the challenges of marketing/selling in edtech market\nIdentify and attract ‘seed’ users, building customer evangelists and then applying broader adoption strategies\n--\n
  • I’ve spent the last year talking to teachers, trying to figure out how can we really improve teaching and learning. \nTechnology can help, but only up to a certain point.\n\nI care about this because we are doing a disservice to kids all over the country. Technology can help, but only to a certain extent. There are some amazing tech tools being created, but the missing link is the support. Teachers are ready and willing to support each other, they just need a better system.\n\n\n\n\n
  • Use as a resource--Want to contribute?\nFundraising-- sample pitch decks for edtech\n
  • Buzz is great, but communities are enduring.\n-----\nWhere to start?\nEstablish your essential story (web/social)\nRefine your message (beta testing)\nReach out (targeted marketing plan)\n\n
  • Fragmented for a reason-- huge numbers of real people. Often treating like a cog in the system. \nWhat is (status quo): Climbing this pyramid historically has been very hard. Has required a massive sales force, 12-18month sales cycles, heavily relationship and reputation based\nWe are seeing early signs of purchasing power shifting, and are hopeful for real change. Engaging teachers, parents and students is that much more important.\nDecision making and purchasing power is shifting down the pyramid and this is creating massive opportunities– not just for sales but for sharing your story\nTeachers spend millions/yr out of their own pockets on tools\nMon 1/23 KQED Forum- OUSD PTA raised money to buy a math software program\nChoice empowers students/parents/consumers to be more involved and engaged in their education/learning experiences \n----------\n\nhttp://en.wikipedia.org/wiki/Education_in_the_United_States\n55.5 million: The projected number of students to be enrolled in the nation's elementary through high schools (pre-kindergarten - 12th grade) this fall.\nSource: U.S. National Center for Education Statistics as cited in the Statistical Abstract of the United States: 2011, Table 215 <http://www.census.gov/compendia/statab/>\n\nVC’s almost categorically pass on any company that requires sales into schools and districts\nRead more: http://robgo.org/2012/02/17/why-vcs-almost-never-invest-in-k12-reflections-from-a-discussion-with-the-ed-tech-community/#ixzz1nAIpwhHn\n\n\n
  • Further fragmentation within the districts\nTeaching is a lonely profession-- Know the context when establishing your story– acknowledge teacher skepticism and time limitations\n\nReferences:\nBellwether Education Partners: http://edcrunch.tumblr.com/post/10451719752/strengthening-demand-for-innovation-in-education\nIt’s Complicated: http://blogs.edweek.org/edweek/rick_hess_straight_up/2011/11/the_relationship_status_of_teachers_and_educational_technology_its_complicated.htm\n\n
  • Small but growing and significant piece of the pie.\n$50B Market- starting to move more quickly– timing is right, now! Obama tech grants for public K12.\n\nTechnology: Current infrastructure (ie. AWS, Rackspace) makes it easier than ever to build a startup and pc/tablet penetration is increasing ( there is a 3:1 ratio of kids to computers (on avg))\nTalent: 40% of teachers are under 30 years old and feel very comfortable using technology in the classroom\nCommon Core is laying the framework to consolidate learning goals/standards across the country (adopted by 43 states already)\nBudget constraints: strapped districts, now more than ever, are looking for tools/systems to help them do more with less\n\n------\naccording to statistics released last week by the Software & Information Industry Association (SIIA), the market for educational software and digital content has reach a new high: some $7.5 billion for the U.S. alone. - http://www.edutopia.org/blog/educator-voice-in-edtech-diy-audrey-watters \n\nWhen 75% of teens own a cell phone--40% of those phone are smartphones--more learning is on mobile devices than ever before. Karen Cator, United States Department of Education director of technology, said, "I think 2012 will see an expansion of a variety of ways of getting access to the materials that students need for learning." The confluence of gadgets and learning is yielding a rise in the blended learning movement. The DOE plans to spend $30 million over the next three years to bring blended learning to 400 schools around the country.\n\n
  • Establish your story-- what are you about? set the tone? why are you passionate about solving this particular problem?\nRefine your message-- get feedback. incorporate other voices, perspectives\nBroaden your communication efforts\nYou’re prob all at different stages, so just figure out what will yield the highest ROI for you at this point.\n
  • set the tone-- figure out what you’re about and be consistent-- Teachers have their PLNs-- they are engaging online\nGo to where your users already are!\nTeachers: PD, online tools, learning communities, PLNs (professional learning networks) segmented by grade level, content area, teaching style (direct instruction, PBL, etc)\nhttp://www.quicksprout.com/2011/09/08/21-big-marketing-ideas-for-small-marketing-budgets/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Quicksprout+%28Quick+Sprout%29 \n\nStartup Alley- Educause- http://www.educause.edu/annual-conference/exhibitor/start-alley\n\n
  • Identifying and engaging your community– listen to your power users!!\nPart 2: Telling the story of who you are- setting up your basic web presence, using FB effectively, HootSuite, beta testing\n-----\n\nDo this first– work with your ‘seed’ user to make sure your product is addressing their needs– power users (based on session length, engagement, feedback)\nBuild your initial following, first 1-10k users: Find teachers, friends, parents, etc to help test your product, gauge the sentiment\nEstablish a basic online presence: FB page, twitter, website, blog\nYou’ll know you’re ready to move on the phase 2 once your users start: rating, sharing (fb, tweet, school community?), commenting, word-of-mouth\n--------\nIncorporate social media plan here- more as the talking points\n\n\n
  • Quick and easy (140 char)\nPassive consumption, no pressure to share until ready\nPopularity contest- retweets, mentions really drive engagement\n\nKey ppl to follow- edcrunch list\nLisa Dabbs- Founder of #ntchat, savvy superInt are requiring all their teachers to be on twitter, it’s part of their PD\n\nEarly adopters have flocked to Twitter\nMaking it work for them in interesting ways\nLists, Chats\n\n\n\n
  • Buffer-- scheduling tweets, updates- http://blog.crazyegg.com/2012/08/02/review-buffer-app/\nHootSuite-- twitter chats, analytics and more, Tweetdeck, etc\n\n
  • FB Page optimization\nPostRocket\nEdgeRank: weight * affinity * time decay\n its not about how much information you can push out to your audience, its about the relationship you can build and the trust that you can create in order to grow your business.\n\n
  • As you shift into beta test mode, establish more regular contact with your power users\nTeacher Advisory council. Have a student on there too. Regular video/phone calls.\nCreate opportunities for them to get more involved and acknowledge their contribution\n\nMentorMob-- guest blog for the site, speak at events, generally evangelize MM, get 1 year free MM univ, shout-outs, t-shirts, etc\nEdmodo Support Ambassadors-- extension of their support team\nBrainScape-- ‘virtual interns’, bug-finding contests, send monthly newsletter specifically to those groups (students and teachers)\n\n
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  • Beyond beta\n
  • Establish your story-- what are you about? set the tone? why are you passionate about solving this particular problem?\nRefine your message-- get feedback. incorporate other voices, perspectives\nBroaden your communication efforts\n
  • Engaging Edu Community- v2

    1. 1. Engaging Educators Building Your Community
    2. 2. About.me @Jessie_Arora TeacherSquare.org edcrunch
    3. 3. “Utility drives adoption, community drives retention” Caterina Fake, Founder- Flickr & Hunch
    4. 4. Why is K12 so fragmented?
    5. 5. What’s Driving the DysfunctionStakeholders and users aretypically not the purchasers/customersLonger sales cycles (12-18months)Cultural aversion to changeTime is a huge constraint
    6. 6. Show Me the Money (USA)Everything Else Talent & Infrastructure $50B 8% $600B 92%
    7. 7. Where to Start?Establish your essential story(web/social)Refine your message (betatesting)Reach out (targeted marketingplan)
    8. 8. Low Budget StorytellingComment on blogsLeverage message boardsStart bloggingLeverage social networksBecome a guest author #esinstructCase studiesSpeak at events
    9. 9. Early Adopters <3 Twitter List of Top Edu Tweeters on edcrunch.org
    10. 10. Empowering Evangelists
    11. 11. Battling through Beta“Make sure your product doesn’t suck” - Dave McClure, 500 Startups
    12. 12. Get Out of the Building Did you really solve a problem?Did you discover a bigger problem to solve?
    13. 13. Ready for the masses?Develop more comprehensive marketing planCommunity Manager (aka Growth Hacker)Cultivate & expand distribution partnerships
    14. 14. The journey continues...Establish your essential story(web/social)Refine your message (betatesting)Reach out (targeted marketingplan)