MOOCS as the new marketing

MOOCs as the New Marketing:

how learning drives engagement

and connection

Irene Greif, Fellow, IBM ResearchPerry Hewitt, CDO, Harvard University

Pop quiz!

Who knows what a MOOC is?  

Who has taken a MOOC?

Can you name some ways MOOCs might be connected to marketing?

Define: MOOC

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

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56% of population73% of internet users

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[ ]“We are already in a post-MOOC era.”

Robert Lue, Faculty Director of HarvardX

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

More about MOOCs and learning

Still a rapidly-growing market in online education within and beyond the MOOC, but as an industry:

Intense interestLow completion numbersHard to measure outcome

How do you learn?

Social Learning

how people learn

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, 197715

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• …

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Modern businesses run on social learning!

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just-in-time is good learning practice

• …

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Individual Candidates

CommunityCandidates

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You can make these tools a part of your marketing plan Forums Wikis Expert Locators Shared files and bookmarks Shared spaces for “war stories” …

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MOOCs provide an engaging context for social learning

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Sometimes it’s by accident:

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Sometimes by design:Video enables “Flipped

Classrooms”

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The video can be talking heads:

MIT 6.00x

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The video can reveal the social process: Harvard’s

CS50

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For a business: a compelling view of your company’s values

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MOOCs capture tons of data

…more fodder for analytics akin to sentiment analysis you do on twitter

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The opportunity: get over worrying about completion

rates

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More useful measures:

What chunks do they go to?

What concepts do they master?

Are they engaged?

Engagement

Everything old is new again

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learning

content strategy

teach assess credent

ial

connect spark

discussion

amuse

engage build

community

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Case study: Google Analytics MOOC

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Why Google Analytics MOOC matters

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Why Google Analytics MOOC matters

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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.

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Social Learning and Your

Customers

Engagement through learning To what end?

- Better understanding of your customers?

- Making your products more understandable?

- Developing your current – or future – workforce?

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What you could accomplish …

Understanding your customer:The Bucket List Game

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Make your product more understandable

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Develop your workforce

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Develop your future workforce

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Shaping your learning strategy

You may not want to offer a full-blown MOOC, but what learning strategies

might you implement today?

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.

Q & A

Thank you

Irene Greif, Fellow, IBM [email protected] | @igreif

Perry Hewitt, CDO, Harvard [email protected] |

@perryhewitt