backchannels and broadcast

Backchannels and Broadcast:

Plugging twitter and blogs into coursework delivery

Dr Stephen Dann, Marketing, Management and International Business@drstephendann | @stephendann

Blog as Assessment Blog as Broadcast

Before we start

Presentation Conditions

Laptops open, phones on, and touchscreen active

Premise #1: 90-9-1

90-9-1 Theoryuser participation generally follows a 90-9-1

Rule:– 90% of users are "lurkers"

• (i.e. they read or browse but don't contribute)

– 9% of users contribute from time to time, • other priorities dominate their time

– 1% of users participate very often

1-9-90

• The Role of the Lecturer as the 1%– Content creator / Innovator (Lecturer)

• Peer leaders (9%)– Early Adopter (Social/Peer leadership of cohort)– Comments, responds and interjects

• Majority (90%)– Later adopters– Can move to the Peer Leadership– Consumers of the content, – Validation of the leadership

Assessment conclusions

Premise #2: Product Characteristics

• Relative advantage– What’s the benefit?

• Compatibility – Does it fit into the learning?

• Complexity – Appropriate level of difficulty

• Capacity for Trial – Divisible by more than zero?

• Communicability – Can you display it?

Premise #3 Front stage activity

Service blueprint theory• Evidence • User (student)• “on stage” front end• Line of Interaction• Backstage (hidden)• Support Processes (policy)

Kalakota, R. and Robinson, M. (1999) e-Business: Roadmap for Success. Sydney: Addison-Wesley.

The Set Up

History The Crew

• Wattle/LMS: Storage locker of course work– Moodle RSS Block

The Platforms

The Platforms

• Wordpress: Inter-class communications platform– Broadcast / speaker system– Twitter Tools

The Platforms

• Twitter: Intra-class backchannel

Twitter: Empty Box Approach

@stephendann (interactive)Daily. Hourly. Interpersonal conduct

@drstephendann (event broadcast)Limited. High speed broadcast bursts

@mktg#### (periodic activity)Staggered delay. Live in class.

Twitter+Blog

1. Expected resistance.2. Active and pointed apathy3. Then came the assessment tips…

Priming the observation

For next week

Blog http:/ / mktg3023.weblogs.anu.edu.au

Twitter http:/ / twitter.com/ mktg3023

Readings Chapter

E-mail mktg3023@anu.edu.au

Twitter failed the Product Test

• Relative advantage– No greater gain than hands in the air or

shouting out comment.

• Compatibility – Twitter was not part of my student’s life

• Complexity – Managing stream on phone/iDevice

• Capacity for Trial – Several tried, most quit.

• Communicability – Non-obvious advantages / non obvious

participation

Blog passed the test

• Relative advantage– Between class communication– Bonus assessment instruction

• Compatibility – Viewed as extension of LMS / slides

• Complexity – Simple RSS access from LMS

• Capacity for Trial – Ease of trial

• Communicability – Communicated through LMS– Limited communication

Review

Role of the blog as a communications broadcast platform versus

community/feedback

End

Blog as Assessment

Split level project

Plan / Proposal

Implementation

Review

Plan / Proposal

What blogging system are you using?Information about the blog?Proposed ContentObjectives / GoalsMeasurement / MetricsMeans to the Ends

Marks Allocation

Return to split level

What blogging system are you using?

Platform SelectionPlease explain your reasons for choosing this

platform*

Return to plan/proposal

Information about the blog

What is the Blog address?What is the title of the blog? What are the branding implications of the

title and address of the blog? What is the reason for the title and name?

Give explanations and justifications

Return to plan/proposal

Proposed Content

Describe the proposed content of the siteGive a 140 character description of your blog

(Twitter)Please specify keywords that you would use

to find your site on Google.

Return to plan/proposal

Objectives / Goals

Primary goal / objectiveSecondary goal / objectiveProposed Update ScheduleRational behind the goals and schedule*

Return to plan/proposal

Measurement / Metrics

How do you intend to measure the success of the blog in reaching the primary goal/objective?*

How do you intend to measure the success of the blog in reaching the secondary goal/objective?*

Return to plan/proposal

Means to the Ends

How do you intend to reach the primary goal/objective?

How do you intend to reach the secondary goal/objective?*

In 450 to 500 words, please outline your broad strategy for reaching your blogging objectives, including references to any marketing theory or practice you intend to use including reference to any specific e-marketing tools and techniques you intend to use, plus citing any blogs or blog posts advice you intend to follow. Citations and references are required.

Return to plan/proposal

Marks Allocation

Return to plan/proposal

Review

Review of ObjectivesReview of Outcomes

PerformanceObjectivesMetricsFuture Direction

Review of Objectives

Review of Objectives Proposed Update Schedule*Actual Update Schedule

Primary goal / objective*Metric for the Primary goal *

Secondary goal / objective*Metric for the Secondary goal *

Review of Outcomes (1)

Please outline how the blog performed on the primary and secondary goals. (250 to 500 words). Briefly outline any changes from the original plan during implementation, and positive or negative variations on the projected outcomes

Review of Outcomes (2)

Were the objectives you choose adequate to guide the development of your blog? Discuss the role of the objectives in guiding the development of the plan, blog and blog content. Are there any changes you would have made to your objectives on the basis of your experience with the blogging? Discuss. (250 to 500 words)

Review of Outcomes (3)

Were the metrics you choose adequate to address the objectives for your blog? Discuss how well the metrics measured what the blog achieved (250 to 500 words)

Review of Outcomes (4)

Finally, what lessons for the future direction of your blog and future planning exercises in your marketing can you take from the experience of planning objectives, setting metrics, implementing the blog and measuring the outcomes? (250 to 500)

Assessment Conclusions

Slow lead times / slow uptakeUncommon behaviour (9-90)

Blog as Assessment Blog as Broadcast

For next week

Blog http://stephendann.com/teaching/

Twitter http://twitter.com/stephendann

Readings Twitter Content Classification

E-mail stephen.dann@anu.edu.au

The Links

The Online Sites

MGMT2032 – 2010Business Decision Making, 2nd year quasi-compulsory

MKTG2032 - 2008Internet Marketing, 2nd year elective

MKTG3024 – 2010Social Marketing, 3rd year elective

MKTG3023 - 2010Marketing Strategy, 3rd year compulsory

MGMT7006 - 2010Postgraduate Business Decision Making

MKTG7027 – 2010Postgraduate Marketing Strategy

MKTG7037 – 2008Post graduate E-marketing

Setup

History (blog)

• 2008: Externally hosted blogs– Undergrad e-Marketing (wordpress)– Postgrad e-Marketing (blogger)

• “Blog as Assessment”

• 2010: ANU hosted Wordpress– Marketing Strategy– Business Decision Making– Social Marketing

Setup

History (twitter)

Twitter for Broadcast• 2008: Lab based broadcast (@mktg2032-

7037)

Twitter for Backchannel• Social Marketing (@mktg3024)• Marketing Strategy (@mktg3023)• Business Decision Making (@mgmt2003)

Setup

For next week

Blog http://stephendann.com/teaching/

Twitter http://twitter.com/stephendann

Readings Twitter Content Classification (slideshare)Twitter Analytics, First Monday, Dec 2010

E-mail stephen.dann@anu.edu.au