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.

MOOCs & University communications

4,802 views

Published on

Slides from the workshop "MOOCs & Communications" at the 2014 EUPRIO conference, University of Innsbruck:

Contents;

- Portal, Platform, Certification: The three strategic cornerstones of MOOCs
- Production: How to work with Faculty and e-Learning departments
- Promotion: How to define and target audiences for maximum enrolment
- Communications & marketing checklist for MOOCs
- Can I still do a MOOC if I have no e-learning department?
- My MOOC is over: Now what?
- What communication benefits can an institution expect from MOOCs?

Published in: Education
  • Real people just like you are kissing the idea of punching the clock for someone else goodbye, and embracing a new way of living. The internet economy is exploding, and there are literally THOUSANDS of great earnings opportunities available right now, all just one click away. ♣♣♣ http://ishbv.com/ezpayjobs/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Can you earn $7000 a month from home? Are you feeling trapped by your life? Stuck in a dead-end job you hate, but too scared to call it quits, because after all, the rent's due on the first of the month, right? Are you ready to change your life for the better? ♣♣♣ http://t.cn/AisJWzdm
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating for everyone is here: ❤❤❤ http://bit.ly/2Q98JRS ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area is here: ❶❶❶ http://bit.ly/2Q98JRS ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • High paying jobs on Facebook? $25 per hour, start immediately ★★★ http://t.cn/AieX6y8B
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

MOOCs & University communications

  1. 1. MOOCS & COMMUNICATION
  2. 2. OPPORTUNITIES • Reinforce institutional strategy • Improve brand positioning & global exposure • Attract new students • Experiment with new business models
  3. 3. MOOCS: A MULTI DISCIPLINARY APPROACH It is difficult for faculty alone to run a good MOOC. Teaching skills are essential but need to be supported by: •Project Management •PR /Communications •Web Marketing •Instructional Design •Legal Advice •Video Production •Interaction design •Visual design •Community Management •Statistics & web Analytics
  4. 4. WHERE TO START ? •Professor’s own initiative •Faculty used to sharing courses online •Professor’s reputation •University’s reputation on its core topic(s) •Competitive analysis •Future internal use for paying students
  5. 5. STRATEGIC ASPECTS PORTAL PLATFORM CERTIFICATION •1st contact point •Registration •Co-branding •The learning « engine » •LMS •Main motivation for some learners •Recognition •Business model
  6. 6. BRAND POSITIONING The easy way: Select a topic for which you are recognised as an expert and already have some content marketing efforts. - Dedicated web site - E-mail newsletter - iPad application - Facebook page - Conferences
  7. 7. MOOC CHECKLIST 1. MOOC context & general objectives 2. Environment & target audience 3. Portal /Platform / Hosting 4. Deliverables 5. Expected outcomes
  8. 8. TARGET AUDIENCE CURRENT STUDENTS COMPANIES ALUMNI PARTNER UNIVERSITIES PROFESSIONALS GENERAL PUBLIC OTHER STUDENTS
  9. 9. PROMOTION CHECKLIST 1. Promotion / registration web site 2. Promotional video 3. Short promo text 4. Creative for ads & banners Two months is a minimum for MOOC promotion.
  10. 10. KEY INFORMATION FOR LEARNERS •Detailed topic: Syllabus & learning outcomes •Professor’s experience •Legitimacy of delivering institution •Workload (hours/week) •Duration •Certificate: Y/N
  11. 11. VIDEO PRODUCTION Recording studio: not a prerequisite. Focusing on quality can be counterproductive.
  12. 12. VIDEO PRODUCTION 20 hours + work on average for 1 hour of usable video. •Creating course content •Presentation •Screenwriting •Recording, editing •Broadcasting / publishing
  13. 13. MOOC élèves inscription prospects promotion grand public RP communiqué actualité sur site web marketing & réseaux sociaux Campagne Adwords page géopolitique FB Twitter Grenoble EM Facebook Grenoble EM vidéo promo YouTube formulaire d'inscription formulaire de préinscription cours enseignant contrat de vacation lettre d'intention signée contenus videos caméras studio cadreur / monteur PPT PPT mis au format collecte des supports de cours chapitrage relecture réécriture consultation rédaction graphisme définition du design consultation graphisme annotations sur tablette graphique mise en ligne et informations d'enveloppe scénarisation Cartes cartes mises au format liste des cartographies copyright des cartes liens vers ressources en ligne liste de ressources en ligne rythme & planning définition des unités d'enseignement définition du périmètre du cours plateforme technique administration TMA animation forum modérateur pédagogique élèves enseignant regles hangout GETTING ORGANISED MOOC
  14. 14. AFTER THE MOOC •Use learning analytics & analyse comments to improve the course •Check if participants profiles align with expectations •Import participants profiles in CRM
  15. 15. TAKEAWAYS •Align your MOOC offering with your strategy and start with the most obvious choice •Planning is key, so is a multidisciplinary team •MOOCs are expensive and time-consuming: leverage your efforts
  16. 16. THANK YOU @faubet
  17. 17. Sources The potential of MOOCs for Marketing & Recruitment Emma Leech, University of Nottingham Retour d'expérience sur deux MOOCs Rémi Bachelet, Ecole Centrale de Lille

×