A discussion presentation on the use of teaching blogs and twitter accounts in marketing education delivery. Includes a bonus discussion of the blog as assessment item. Recommended as a download for the intra-slide links fest.

1. 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

2. Before we start

3. Presentation Conditions
Laptops open, phones on, and touchscreen
active

4. Premise #1: 90-9-1
90-9-1 Theory
user 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

5. 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

6. 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?

7. 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.

8. The Set Up
History The Crew

9. • Wattle/LMS: Storage locker of course work
– Moodle RSS Block
The Platforms

10. The Platforms
• Wordpress: Inter-class communications platform
– Broadcast / speaker system
– Twitter Tools

11. The Platforms
• Twitter: Intra-class backchannel

12. 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.

13. Twitter+Blog
1. Expected resistance.
2. Active and pointed apathy
3. Then came the assessment tips…

14. 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

15. 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

16. 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

17. Review
Role of the blog as a communications
broadcast platform versus
community/feedback
End

18. Blog as Assessment

19. Split level project
Plan / Proposal
Implementation
Review

20. Plan / Proposal
What blogging system are you using?
Information about the blog?
Proposed Content
Objectives / Goals
Measurement / Metrics
Means to the Ends
Marks Allocation
Return to split level

21. What blogging system are you using?
Platform Selection
Please explain your reasons for choosing this
platform*
Return to plan/proposal

22. 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

23. Proposed Content
Describe the proposed content of the site
Give 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

24. Objectives / Goals
Primary goal / objective
Secondary goal / objective
Proposed Update Schedule
Rational behind the goals and schedule*
Return to plan/proposal

25. 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

26. 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

27. Marks Allocation
Return to plan/proposal

28. Review
Review of Objectives
Review of Outcomes
Performance
Objectives
Metrics
Future Direction

29. 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 *

30. 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

31. 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)

32. 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)

33. 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)

34. Assessment Conclusions
Slow lead times / slow uptake
Uncommon behaviour (9-90)
Blog as Assessment Blog as Broadcast

35. For next week
Blog http://stephendann.com/teaching/
Twitter http://twitter.com/stephendann
Readings Twitter Content Classification
E-mail stephen.dann@anu.edu.au

36. The Links

37. The Online Sites
MGMT2032 – 2010
Business Decision Making, 2nd
year quasi-compulsory
MKTG2032 - 2008
Internet Marketing, 2nd
year elective
MKTG3024 – 2010
Social Marketing, 3rd
year elective
MKTG3023 - 2010
Marketing Strategy, 3rd
year compulsory
MGMT7006 - 2010
Postgraduate Business Decision Making
MKTG7027 – 2010
Postgraduate Marketing Strategy
MKTG7037 – 2008
Post graduate E-marketing
Setup

38. 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

39. 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

40. 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