Enhancing Higher

Education with Innovative

ICT
Hue University
December 2014
21/12/2014

Hue 2014

Agenda
Context
Electronic Learning and Innovative ICT for the Higher
Education Sector
University 2.0
Examples

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Introduction
Matt Glowatz

College Lecturer at UCD

UG and PG modules
eBusiness, eMarketing, Social Media, MIS & ICT strategy

Research

Social Media & eLearning -> University2.0

School of Business

Teaching and Learning Committee

Academic Coordinator for International Students

Other
UCD Centre of the Future of Learning
EU Mundus scholarship (Oman, November 2013)
Irish Internet Net Visionary Awards Winner 2006
(Educational Contribution Category)
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Contact Details

Matt Glowatz
matt.glowatz@ucd.ie

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Teaching Philosophy
My main goals are to disseminate knowledge and
to encourage learning beyond classroom sessions
Achieving a semester-long lasting (and beyond)
"learning from each other collaborative learning
environment utilising innovative eLearning tools

The most important thing that I expect of my

students is to move away from surface learning
(passive listeners) in order to become active
learners
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Learning
Curriculum Design
Student Input Hours
Focus on out of classroom activities
Learning by doing
Opportunity to implement innovative initiatives
Focus on mobile applications/initiatives

Example

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Learning

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Its only the beginning

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Screenification of Education

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iStudent

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Capturing the learners

attention

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Creating Innovative Learning

Spaces

TTWWADI
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Creating Innovative Learning

Spaces

TTWWADI
Thats the way we always did it

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Context of eLearning
Efforts to integrate digital technologies in
order to enhance learners access to
information and collaborative activities
VLEs (BB)
Social Media
FB as collaborative learning network
Moving towards UGC-based peer learning

Why?
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Cisco Research (2011)

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Cisco Research (2011)

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Net Generation
ICT is dominating todays student,
however, todays student doesnt think
of it as technology
One generations technology is taken
for granted by the next gen
ICT is simply the way things are done
Net Generation -> Never known life
without the Internet
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University2.0
iStudent
Digital Natives enter higher eduction
Educational sector wasnt designed for
todays student
Academic landscape need to change as
iStudents will not

iWorker
iStudents enter workforce
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University2.0
Smartphone Frenzy

Ireland: 1.5m smartphones in 2011

Global: 3b smartphones (Gartner, 2010)

Role of email

By 2014, 20% of businesses will replace email with social

media applications for interpersonal communication (Gartner,
2010)
75% of Irish students already prefer social media (FB) as
their main online channel for communication (2011)

Opportunities

Social Media & Virtual networking can be recognised as an

untapped resource of insight

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University2.0
Personal Experience
Design and Implementation of an
University2.0 framework
Ireland (UG & PG)
Overseas (UG & PG)
eLearning2.0
Integration of Web2.0 and Blackboard

The big freeze, December 2010

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Framework
Recruiting Students
Twitter, Facebook, YouTube, Mobile

Current Students
Advising & Mentoring
Twitter, Facebook, YouTube, Mobile

Alumni
Twitter, Facebook, YouTube, Mobile, LinkedIn

Public Relations, Brand Exposure

Twitter, Facebook, YouTube, Mobile
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Module Level

Project Level
Alumni
Programme Level
Recruitment

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CCI Framework

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Context of eLearning
Digital Literacy
Two fundamental skills in education
Literacy, Numeracy

Added skill
Digital -> Essential requirement
Every company is an IT company

Knowledge economy and workers

Crucial to keep up with continuous advancements
in the subject field -> Competitive Advantage
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SIS in education
Challenges
Digital Divide
Digital natives vs digital dinosaurs feeling to comfortable
in Jurassic Park..
Internet access

Lack of frameworks
Innovation is mainly driven by individuals/pioneers
Need to demonstrate initiatives added value and effectiveness
as media of choice for Teaching & Learning

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CCI Framework

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HR Motivation
Manager

Course

Motivation

Behaviour

Rewards
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iStudent

WIFI/Internet

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University 2.0 Strategy

Situation
Analysis

Feedback and
Control

Design

Implementation

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Situation Analysis

What is happening right now?

Internal and External research
Competitor Analysis

What are we trying to achieve?

Purpose (Why)?
Listen and Observe

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Situation Analysis

Listen and Observe

Allows a university to watch the
competitive environment, observe the
general social media landscape and to
define the target audience

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Design

Build social media team

Initial team
Design and implementation team
Administration/Maintenance team

Goals and Objectives

Consider Social Media application(s) to be
implemented
Different strategies in different markets/countries
Customer behaviour

Build Social Media policies

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Goals and Objectives

What are we trying to achieve?
Strategy
Being unique

Building a brand
Increasing customer satisfaction
Generating new product/service ideas
Drive sales efforts
Direct, indirect, social WoM (Word of Mouth),
mobile integration
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Implementation

Getting your hands dirty

Setup user accounts
Follow implementation process
Social Media Project Management

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Implementation
Guidelines

Think before you post!!!!

Would you publish the post in your local
(national) newspaper?

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Social Media Ethics

Be honest
1:M vs M:M

Privacy
Do not collect and use 3rd party data
without consent

Global audience
Consider cultural differences while running
Social Media campaigns
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Feedback and Control

Time Management
Facebook
YouTube
Twitter
LinkedIn
Google+
Other

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Feedback and Control

Monitor and maintain

Stay on top of it
Always be one step ahead
Time consuming exercise
What do others say about me?
Twitter accounts
Facebook, Google+

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Investment
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Campaign
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Value

How to measure SM?

Design and Implemention Stages
Define Key Performance Indicators (KPIs)
Indicate progress of strategies in achieving
goals
Metrics have to be linked to specific marketing
and/or business goals
What would we like to achieve?
How are we going to achieve it?
How are we going to measure success or failure?
Feedback and Control Stage

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Quantitative Metrics
Examples (Microblogging aka Twitter)
Increasing the number of followers by 20%
(or to 20000) within 30 days
10% increase in visits to website from
tweet links withing 30 days
20% increase in website conversion (sales)
from tweet links within 90 days (Dell)

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Quantitative Metrics
Social Networking (Facebook)
Likes, shares, comments, views

Examples
Increase the number of likes from people
living in New York by 50%
Reach 500000 unique people for a selected
campaign (Viral, Engagement)
10% increase of website visitors from FB
withing 30 days
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Facebook Insights
Analyse performance of the FB page
Optimise publication cycle
When and how often?

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Video Sharing
Video Sharing (YouTube or YouKu)
Subscribers
Shares

Examples
Increase the number of subcribers to the
organisations YouTube channel to 20000
within 2 months
10% increase in the number of videos
viewed within 30 days
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Qualitative Metrics
Measuring Dialog
Share of Voice
Audience Engagement

Measuring Customer Support

Issue Resolution Rate
Customer Satisfaction Score

Measuring Innovation
Topic Trends
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Qualitative Metrics
Measuring Dialog
Share of Voice
How a brand/company stacks up in comparision
with its competitors
Brand Mentions / Total Mentions (Competitors)
Should be calculated periodically
Should be organised by social media category
Videos, tweets, blogs, comments, shares

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Qualitative Metrics
Measuring Dialog
Audience Engagement
Measures the organisations engagement in
comparison to its viewership
Is a leading indicator of dialog about a specifiy
topic, product or post
(Related comments, shares)/total views

Facebook Example

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Qualitative Metrics

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Qualitative Metrics
Measuring Customer Support
Issue Resolution Rate
Outlines the percentage of customer service
enquiries resolved satisfactory using the
organisations social media channels
Cases resolved through SM / all cases

Example
100 overall customer support cases
25 successfully resolved through FB and Twitter
25% issue resolution rate
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Qualitative Metrics
Measuring Innovation
Topic Trends
Aims to identify KEY
products/services/brands
Number of specific topic mentions / all
topic mentions

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Qualitative Metrics
Measuring Innovation
Topic Trends
Example

Brand A: 40 mentions
Brand B: 100 mentions
Brand C: 20 mentions
A 40/160 -> 40%
B 100/160 -> 62.5%
C 20/160 -> 12.5%

Trending Twitter #hashtags

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Social Media Metrics

Cost/Benefit Implications
Tangible/Intangible Costs
Definable investment costs depending on engagement level (no,
passive/reactive, active)
HR costs
Reputation, Branding

Tangible/Intangible Benefits

Reputation, Branding, Awareness

Customer Base
Content re-distribution via Social Media
Revenue

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Social Media - Metrics

Non-Financial Impact (intangible)
Web site visitors
(Online) Reputation
Likes, Followers, Subscribers
Positive press, re-tweets (content redistribution (viral marketing), eWoM
Complaints, negative press
How to measure impact?
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Social Media
Campaigns

Time
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Social Media - Metrics

After
Social Media

Monthly transac ons (sales)

30
25
Before
Social Media

20
15

Predicted

10
5
0
Jan

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May

Jun

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Feedback and Control

Make mistakes and learn

Project post mortem
Things that worked
Things that didnt work
Recommendations for future implementations

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Social Media

Entrepreneurship
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Examples
Recruiting Students
Twitter, Facebook, YouTube, Mobile

Current Students
Advising & Mentoring
Twitter, Facebook, YouTube, Mobile

Alumni
Twitter, Facebook, YouTube, Mobile, LinkedIn

Public Relations, Brand Exposure

Twitter, Facebook, YouTube, Mobile
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CCI Framework

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Questions & Answers

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Contact Details

Matt Glowatz
matt.glowatz@ucd.ie
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cm n bn
Thank You
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