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FutureM 2013 session with speakers from IBM Research & Harvard University
Chief Scientist for Social Learning, IBM Research
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.
Why so much interest?
Response to rising costs in higher
education: “there’s gotta be a
Realization of the internet’s
promise of providing worldwide
access to knowledge
The supreme sexiness of scale:
160,000 in a course
“We are already
in a post-MOOC era.”
Robert Lue, Faculty Director of HarvardX
HarvardX is more than just MOOCs.
It is a broadening effort to support the
transformation of teaching &
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:
Low completion numbers
Hard to measure outcome
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
-- Albert Bandura, 1977
People learn better when they
Model other people’s behaviors
Create and co-create
Get tutored (and even if they just watch a
• Ask and answer questions
Modern businesses run on
just-in-time is good learning practice
You can make these tools a part
of your marketing plan
Shared files and bookmarks
Shared spaces for “war stories”
MOOCs provide an engaging
context for social learning
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.
What you could accomplish …
Engagement through learning
To what end?
- Better understanding of your customers?
- Making your products more
- Developing your current – or future –
Understanding your customer:
The Bucket List Game
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
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.