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How the OU is responding to Web 2.0 and Social Media.
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Ian Roddis | @ianroddisLaura Dewis | @lauradee
27 September 2008
‘e’ to business: how the OU is embracing cultural and consumer shifts
Authors/SubjectMatter Experts
Create
Schema
Versions
Workflows
Metadata
Security
Designers/Editors
Systems
Manage
MultipleDoc Types
L&T activities
Assessment
Supplements
CourseTexts
Deliver
MultipleOutput Types
VLE/OpenLearn
Print/PDF
Handheld/Wireless
CD-ROM/DVD-ROM
AN ePUBLISHING PLATFORM
Stats and conversion rates
Visit/Visitor Trends Conversion Trends
What we want to talk about
“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”The Cluetrain Manifesto (1999)
Why it matters
What it means to our customers
“(More) people <like me>”
“I can talk to them when, where and how I want.”
“I don’t need to listen to your corporate voice, I have a million other people who’ve <lived you> to tell me the real deal.”
“The crowd will average it out for me.”
“Then I’ll decide.”
“RIGHT NOW, your customers are writing about your products on blogs and recutting your commercials on YouTube. They are defining you on Wikipedia and ganging up on you on social networking sites like Facebook.”Groundswell
Relationships
“Ultimately, what matters is the message, and it has to emerge from the experience of media, not be inserted into it.
Jonathan Salem Baskin
Relationships
What do people think about us? [Activity]
Google <OU review>; <OU any good>; <OU complaints>
Relationships: our students
Relationships; empowered customers?
http://wabbit42.blogspot.com/2008/03/m150-song.html
Relationships; monitoring
<Laura>
PageFlakes (how we monitor)
Sentiment mining
Voices of content/discontent
Influencing
Listen
Listen
Try talking to the OU
Tell the OU something important to you as a customer? [Activity]
Visit www.open.ac.uk and ‘contact us’
Listen; Starbucks
http://mystarbucksidea.force.com/apex/ideaHome
Listen; Dell
http://www.dellideastorm.com/
Questions
Questions to think about
Would we listen, or do we know best?
Are we happy to be challenged?
Are we happy to change?
Do we care about customer contentment? (After all we assess their worth)
How reactive to the customer are we?
How do we handle feedback/suggestions?
If they don’t do it <here> they’ll do it <there>
Why it matters
(Used to) seek rationality in linear models
Complex customer journey
Complex customer journey
<Pause>
<Pause>
Listening beats talking
Relationships beat transactions
Open beats closed
Key behavioural characteristics
Embed
Share
Contribute
Rate
Listen
Partner
Platform
Platform
Platform: family
<Laura>
VC’s speech; Twitter; Qik; Seesmic
Questions of openness; how do academics, student services staff engage in Platform | Facebook | YouTube? Anonymous, member of community?
Expert view
Environment
Environment and behaviours
Far out there | Out there | near here | here | insider
<Pause>
It’s easy to miss something you’re not looking for.
Why it matters
Tipping point
Visualising our extended network
Measuring attention (open university)
<Questions>
Questions to think about1.How should we/could we/are
we changing?
2.Does the Starbucks and Dell model translate to the OU?
3.Are we truly open? To ideas/customer feedback/
4.What does open mean in Web 2.0 world?
5.How are your orgs responding?
6.Does this Web 2.0 thing add up? Is it still about big brands and big hits? Is the ‘long tail’ useful (profitable)?
7. What does it mean to be an academic?
8. How do we take <in here> support <out there>?
9. Do we need to be direct participants in group discussions, or just monitor?
10.Do we see the opportunity? Our community is so large they will naturally be in those spaces
11.Do empowered customers and online citizens make empowered learners (it’s still a slog!)?
