Posts filed under ‘ROI’

The technology is great, but the content is the key: are there publishers out there determined to use i-education as a base for maximum distribution?

Content is universal, or can be- there are price or border or language barriers for a good story and what we can learn from it.  The increasing use of technology in teaching both current and future educators, as well as students themselves, is obviously inevitable as Technology (all of it) evolves.  It is engaging and allows for more personal, adaptable and variable than traditional static media.

It seems the next challenge is how to level the playing field- all of these apps require devices and devices cost money, which the majority of the world’s schools are unable to afford.  Then there are the splintering and stratifying of content with exclusives and format preclusion for certain devices.

Dennis Duffy may have been onto something when he said “technology is cyclical….”  I think the more accurate statement would be “the advent of new technology inspires and pushes the evolution of existing technologies.”  Into this last category, I would most certainly include the good “old-fashioned” paper-based book.  The framework and methodology that eLearning brings to the world can guide the (r)evolution of existing educational models.

Some insight into mobile education via Fast Company follows.

The $64 million dollar question is: who are the educational publishers progressive and daring enough to look back and forward to make the absolute best and most accessible, successful eLearning titles?

A Is for App: How Smartphones, Handheld Computers Sparked an Educational Revolution

By: Anya KamenetzApril 1, 2010

Kids, education, applications, technologyFrom Left: Angel Taylor, 6, Jose Becerra, 7, and Julissa Munoz, 6. | Photograph by Danielle Levitt

As smartphones and handheld computers move into classrooms worldwide, we may be witnessing the start of an educational revolution. How technology could unleash childhood creativity — and transform the role of the teacher.

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Gemma and Eliana Singer are big iPhone fans. They love to explore the latest games, flip through photos, and watch YouTube videos while waiting at a restaurant, having their hair done, or between ballet and French lessons. But the Manhattan twins don’t yet have their own phones, which is good, since they probably wouldn’t be able to manage the monthly data plan: In November, they turned 3.

When the Singer sisters were just 6 months old, they already preferred cell phones to almost any other toy, recalls their mom, Fiona Aboud Singer: “They loved to push the buttons and see it light up.” The girls knew most of the alphabet by 18 months and are now starting to read, partly thanks to an iPhone app called First Words, which lets them move tiles along the screen to spell c-o-w and d-o-g. They sing along with the Old MacDonald app too, where they can move a bug-eyed cartoon sheep or rooster inside a corral, and they borrow Mom’s tablet computer and photo-editing software for a 21st-century version of finger painting. “They just don’t have that barrier that technology is hard or that they can’t figure it out,” Singer says.

Gemma and Eliana belong to a generation that has never known a world without ubiquitous handheld and networked technology. American children now spend 7.5 hours a day absorbing and creating media — as much time as they spend in school. Even more remarkably, they multitask across screens to cram 11 hours of content into those 7.5 hours. More and more of these activities are happening on smartphones equipped with audio, video, SMS, and hundreds of thousands of apps.

The new connectedness isn’t just for the rich. Mobile adoption is happening faster worldwide than that of color TV a half-century ago. Mobile-phone subscribers are expected to hit 5 billion during 2010; more than 2 billion of those live in developing countries, with the fastest growth in Africa. Mobile broadband is forecast to top access from desktop computers within five years.

As with television, many people are wondering about the new technology’s effect on children. “The TV set was pretty much a damned medium back in the ’60s,” says Gary Knell, CEO of Sesame Workshop. But where others railed against the “vast wasteland,” Sesame Street founders Joan Ganz Cooney and Lloyd Morrisett saw a new kind of teacher. “They said, Why don’t we use it to teach kids letters and numbers and get them ready for school?” Sesame Street, from its 1969 debut, changed the prevailing mind-set about a new technology’s potential. With its diverse cast and stoop-side urban setting, the show was aimed especially at giving poor kids a head start on education.

Today, handheld and networked devices are at the same turning point, with an important difference: They are tools for expression and connection, not just passive absorption. “You put a kid in front of a TV, they veg out,” says Andrew Shalit, creator of the First Words app and father of a toddler son. “With an iPhone app, the opposite is true. They’re figuring out puzzles, moving things around using fine motor skills. What we try to do with the game is create a very simple universe with simple rules that kids can explore.”

For children born in the past decade, the transformative potential of these new universes is just beginning to be felt. New studies and pilot projects show smartphones can actually make kids smarter. And as the search intensifies for technological solutions to the nation’s and the world’s education woes — “Breakthrough Learning in a Digital Age,” as the title of a summit at Google HQ last fall had it — growing sums of money are flowing into the sector. The U.S. Department of Education has earmarked $5 billion in competitive school-reform grants to scale up pilot programs and evaluate best practices of all kinds. Major foundations are specifically zeroing in on handhelds for preschool and the primary grades. “Young kids and multisensor-touch computing are a huge area of innovation,” says Phoenix Wang, the head of a startup philanthropic venture fund called Startl — funded by the Gates, MacArthur, and Hewlett foundations — that’s entirely focused on educational investing. Google, Nokia, Palm, and Sony have all supplied handheld devices for teaching. Thousands of new mobiles — not just smartphones but also ever-shrinking computers — have come into use at schools in the United States and around the world just in the past year.

Angel Taylor, Jose Becerra, Julissa Muñoz
Photograph by Danielle Levitt
Angel Taylor, Jose Becerra, Julissa Muñoz (Click for slideshow)

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2010/03/26 at 22:04 Leave a comment

For the record…

I am very, very pro- social media and SM marketing, despite my somewhat skeptical recent posts.

The bubble will burst (the backlash is already coming, with teens leading the way by slashing their Facebook communities),

I’m advocating smart and sustainable social media tactics and planning, not that it doesn’t work.   I believe it does, but understanding how and why and when is important, and should be investigated more instead of just accepting as truth.  In these relatively early stages, we measure by followers and retweets, not by results (many marketers aren’t even sure what those are, unless they run a social-media-buzz-only business, or are coordinated, big-budget, campaigns à la Hasbro and Tribal BBD for Monopoly City Streets).

I’ve seen real results from FB, Twitter and LinkedIn, but we’ve all also seen more “Social Media Experts” than there are tweets, and as an industry we need to be smart about our business, our jobs and our futures.

2010/01/07 at 22:30 Leave a comment

Shadows and Tall Trees: what social media marketing can learn from third-world pro-social movements

Trying to nourish the roots from the canopy of Twitter, Facebook and LinkedIn- what the industry can learn from aid organizations and third world groundswell.

Even if your company, brand or product is not aiming for guerrilla, grassroots marketing models, shouting from the rooftops, no matter how state of the art your audio-visual equipment, may never even reach your traditional client.

The best return to investment ratio marketing tool is word of mouth.  No campaign will beat your best friend, father or trusted colleague raving about real world upside- great results, exceeded expectations, superior service, critical savings or having daily routines eased by a brand or business, wherever it’s found.

The trick, of course, is that those hearing the lauding may not need or want such a thing, and the message is not reaching the audience looking for it. What if you want a new netbook, but don’t know anyone you trust, or with similar usage habits, that just got one? You have no other source but the usual product claims and lures found on company websites or superstore specials.

In the age of brands growing personalities and trying to make themselves accessible and personal by tweeting news, promotions, or links to articles mentioning their wares, the reality is that this approach can be just as impersonal and scatter-shot as traditional media advertising.  Yes, it’s far cheaper and much more nimble (no production and media buying lead times), only with two significant extra hurdles: first, there isn’t the advanced, specific initial demographic data that allows you to target those you want or need to reach and second, even one had this information, one has to get the consumer to follow them to receive the message.

Facebook advertising can alleviate this to a great degree- it’s very nature allows Facebook to offer very specific consumers bases.  It’s not hard to reach out to all the 23-year-old female young urban professionals that listen to Jay-Z and like to knit and eat pepperoni pizza.  So now you’re specific, but are you engaged?

Facebook’s Pages are the middle ground- users opt in, choose to be updated, and have asked to participate with your brand.  Seems ideal- a somewhat captive audience on the world’s biggest social media platform, with people spending so much time there that one grows nostalgic for the (yester)days when parents bemoaned the amount of time their kids spend in front of the tv instead of bosses worrying about work hours whittled away online.

The reality is that those that tend to join these pages join LOTS of pages.  There are users who become fans of bands and stores and designers and companies and products and movements (real and imaginary), nearly every channel or medium you can think of.  There are few users who join just a few pages, and those tend to be solely cultural or political.

Jockeying for attention among a hundred other groups: back to square one.

So what does one do?  How do you “move the needle,” “rise above the clutter,” ‘be heard among the chorus of voices?”  A good road map can be found in an unlikely place: non-profit aid organizations.

Entities like the U.N. and its branches- UNESCO, UNICEF or Government foreign aid programs like USAID and giant NGOs like the WHO’s Sonagachi Project are big, well-funded and in the trenches.  The central, urban trenches.  They tend to focus on the cities (the most visible, obvious areas).  They pour tons of good intentions and money into education, awareness, infrastructure, regional offices and specific initiatives time after time, yet find that they are making little headway in their extraordinary efforts.

Why?  Because they are standing on the canopy, shouting through their proverbial bullhorn, watering these trees, missing every plant, bush, flower and blade of grass in between.

In other words: they’re missing those that need them most- the less visible, the less likely to reach out; the majority of the population.

Project (RED), of which I am an avid supporter, is the poster child for what is happening out there: great marketing, tremendous corporate partnerships, tremendous awareness with the social media universe, engaging campaigns and content, but not reaching the people they were built to serve.  Measure with traditional and cutting-edge metrics, they score off the charts for success in the twitterverse, on Facebook, the blogworld… but not in the savannas and jungles of Africa, where all their social media awareness is not matching the slow, slow progress they’re making in their fight.

They’re getting tons of return when it comes to social media success, but the equation doesn’t balance out- their goal is not being reached, at least not in any meaningful way.  The proportion is so lopsided it’s astonishing.

There is a complete and utter disconnect: the number of followers on Twitter, the legion of Facebook fans, the high awareness are all relatively useless if they are not endemic to the community you’re ultimately aiming for.   If mommy bloggers regurgitate your message all day long, adding up to 100,000 tweets a day for two weeks straight, what does it matter if you’re looking to reach that 23-year-old pizza eating knitter who doesn’t interact with, or is not influenced by, that demographic?  The answer, honestly, is: not much.

The reality is that every one of us in the marketing world- traditional, corporate, digital, social media, wherever, whatever, need to ground ourselves, converse with our real audience, go outside the hubs and online cliques and frankly get our hands dirty.  There is no substitute for an actual dialogue with your audience- no amount of retweets or diggs will ever offer you the insight or tools that a two-way conversation with a couple of real live customers does.

When it comes to social media, anecdotal research, even with a healthy dose of salt, is more valuable than a million twitter shouts into the wind.  Because the reality is that the M.O. of most of us is just that.

We need to dig among those proverbial roots- get out there, observe, interact and THEN plan how to nourish them.  Not the other way around.  There are good case studies out there and they are easy to find and even easier to learn from.  They’re coming from ground up, rural aid organizations led by single and singular people with vision and passion and the humility to listen;  an unexpected, nontraditional place.  Which is right up our edgy, out there, trail-blazing alleys.

For some examples, and a little perspective, pick up Nick Kristof and Sheryl Wudunn’s Half the Sky. You’ll be surprised what a high-powered, high budgeted executive can learn from an uneducated, unconnected former prostitute in Kolkota.

2010/01/07 at 21:49 1 comment

10 Rules for Increasing Community Engagement

10 Rules for Increasing Community Engagement

Courtesy Mashable,

10 crucial things you need to do to keep your audience engaged with you and with your business/community.

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2009/12/16 at 18:26 Leave a comment

Measuring Social Media Marketing (positing some metrics- do they satisfy?)

a blog by Chris Brogan listing some metrics.  Some good, concrete answers, but I think Mr. Heisenberg would still be skeptical.

Measuring Social Media Marketing

including:

  • % of online conversation (versus competitor).
  • % of coverage improvement.
  • # of new subscribers/attendees/buyers via tracking links.
  • # of new threads, comments, conversations for engagements.
  • # of actions taken (for instance, on email newsletters).
  • increase in $ per visitor, monthly average.
  • # of leads
  • # of sales call conversions
  • unique visitors (all those basic web metrics)
  • more
  • Posted using ShareThis

    2009/12/07 at 05:24 1 comment

    ROI is King.*

    * That’s not a cross-lingual pun, (roi meaning king in French) just a coincidence, but now doubly true, I realize.

    As a burgeoning social media executive who comes from the international sales and marketing world (via licensing, brand and account management), I found this blog from Business Week exceedingly interesting. I twitter, I blog, I use Facebook to promote a photographer, a band and a South African safari camp and run a very successful industry group on LinkedIn.

    I look for the “buzz-” the hits, the new members, the retweets, but often wonder how much of that is still just a simple click of a button. Is it the social media equivalent of reading the book jacket of reading a summary of the Odyssey in high school and then recommending it to others? Or is it actual viral promotion. Or: does it matter?

    In my experience, and way of working, return on investment is what matters. Having been a licensing manager at an educational not-for-profit, with a zero dollar (0.00 USD or ZAR, EGP, CNY, RUB, BDT, etc.) marketing budget, I learned at an early stage in my career that return does not always mean revenue. Raising awareness, creating goodwill, gaining mind-share, PR, gaining outreach and ancillary educational partners, raising the perceived value of a brand’s equity, etc. could all be as valuable, or more valuable than immediate monetary return. But the question there, which resounds here, is what is that return? And how do you measure it? What are the statistics? Maybe even: does it matter what the metrics are?

    I would argue that the last question is the 64 million dollar one. How do you know if what you’re doing is worth your investment (time, money, man-hours, tools) when you don’t have a simple, clear way of quantifying results? You may be gaining revenue, word of mouth, elevated goodwill or endless array of positive outcomes for your brand or product, but not be able to tell because it gets mixed in with the measurements from the more traditional methods. True action to outcome metrics really exist- how does one know that part of the spike in earnings during a tv ad push is actually incidental and comes from earlier word-of-mouth or viral efforts that are just now manifesting themselves in purchases?

    Science (say chemistry, biology, mathematics) talks about direct, indirect, causal, related and coincidental relationships. The first three are generally the easiest to prove, but then, with science, it’s actually usually disproving that makes the advances. The Heisenberg Uncertainty principle rules: the more precisely the position of a particle is determined, the less precisely the momentum is known in this instant, and vice versa. It goes on to state (paraphrasing, of course): one can never discover the empirical truth without setting up false or contrived boundaries to measure a thing. Like focus groups, or revenue return during an ad spend (the ad spend period being the contrived boundary- there’s no way to know that it’s advertising that’s the end-all, be-all cause of anything).

    Apologies, the nerd in me took the wheel for a bit, but the point is this: true ROI can only be known, or more accurately, felt over time. In current global business, that’s the one commodity that almost no one is willing to spend. Metrics for social media effectiveness as regards business will be developed, refined, thrown out and the process started all over again as technology and consumer habits evolve (or change).

    In the meantime, this week’s article by Steven Baker in Business Week raises some very interesting questions, but does not overtly mention the most important: What is ROI (in any given instance) and how does one measure that?

    Beware Social Media Snake Oil

    Hordes of marketing “experts” are promoting the value of wikis, social networks, and blogs. All the hype may obscure the real potential of these online tools

    By Stephen Baker

    For business, the rising popularity of Facebook, Twitter, and other social media Web sites presents a tantalizing opportunity. As millions of people flock to these online services to chat, flirt, swap photos, and network, companies have the chance to tune in to billions of digital conversations. They can pitch a product, listen to customer feedback, or ask for ideas. If they work it right, customers might even produce companies’ advertising for them and trade the ads with friends for free. Starbucks (SBUX), Dell (DELL), and Ford Motor (F) have all testified to the magic social media can create.

    But the same tools carry risks. Employees encouraged to tap social networking sites can fritter away hours, or worse. They can spill company secrets or harm corporate relationships by denigrating partners. What’s more, with one misstep, one clumsy entrée, companies can quickly find themselves victims of the forces they were trying to master. Thousands of bloggers attacked Motrin last year because of an advertisement from the Johnson & Johnson (JNJ) brand they found demeaning to mothers.

    Over the past five years, an entire industry of consultants has arisen to help companies navigate the world of social networks, blogs, and wikis. The self-proclaimed experts range from legions of wannabes, many of them refugees from the real estate bust, to industry superstars such as Chris Brogan and Gary Vaynerchuk. They produce best-selling books and dole out advice or lead workshops at companies for thousands of dollars a day. The consultants evangelize the transformative power of social media and often cast themselves as triumphant case studies of successful networking and self-branding.

    The problem, according to a growing chorus of critics, is that many would-be guides are leading clients astray. Consultants often use buzz as their dominant currency, and success is defined more often by numbers of Twitter followers, blog mentions, or YouTube (GOOG) hits than by traditional measures, such as return on investment. This approach could sour companies on social media and the rich opportunities it represents. “It’s a bit of a Wild West scenario,” blogs David Armano, a consultant with the Dachis Group of Austin, Tex. Without naming names, he compares some consultants to “snake oil salesmen.”

    Critics complain that many of the new experts have adopted an orthodoxy that provides little flexibility for differing situations—or outcomes. Their pronouncements follow a rigid gospel: Be transparent, engage with your customers, break down silos. Yet these strictures don’t always make business sense. Adam Kmiec, director of interactive marketing at Marc USA in Pittsburgh, tells of a company he met with that got much of its revenue from the Defense Dept. and had allocated $4 million for social media. “What do you hope to get?” he asked them. Ultimately, the client decided the privacy-obsessed Pentagon may not be thrilled with a supplier publicizing itself through Twitter.

    FURY VS. BUZZ

    Scrutiny of the hype merchants is picking up. Rob Spencer, senior research fellow for idea management at drug giant Pfizer (PFE), mingles frequently with social media vendors and consultants as he looks for ways to amplify the company’s brainpower. He urges caution. “You have to tread your way carefully and have your B.S. sensors up,” he says. “I call them innovation hippies. ‘Here’s my book for free. Won’t you hire me for $500 to run some workshops?'”

    Social media consultants’ own promotions can collide, on occasion, with those of their customers. Take the case of James Andrews, who was working early this year at the PR firm Ketchum (OMC). As a consultant, he helped companies such as Newell Rubbermaid (NWL), Monster Worldwide (MWW), and FedEx (FDX) work out their strategies for blogs and the microblogging service Twitter. On landing in Memphis for FedEx meetings, he says he had an ugly run-in with a racist at the airport and twittered that he would “die if he had to live” in the city. The tweet produced an outpouring of blogged fury from FedEx employees and a fast apology from an embarrassed Ketchum. But for Andrews, the tweet generated buzz and may even have boosted his brand. “It helps me today,” he says. “I use it as a case study. It creates authenticity.” In June, Andrews left Ketchum to launch a boutique consultancy, Everywhere. He helps Macy’s (M), CNN (TWX), and Jane Fonda promote their brands and monitor their audiences on Facebook, blogs, and Twitter.

    Skeptics can draw from plenty of examples of social media experiments run amok. Consider Saatchi & Saatchi’s ill-fated promotion for the Toyota (TM) Matrix. Targeting young men, a demographic known to resist traditional advertising, Saatchi’s social media team last year created a campaign based on the pranks of the popular MTV (VIA.B) show Punk’d. According to the plan, a prospective buyer of a Matrix would single out a friend to be the target of a prank. The promise: a bit of fear, a lot of laughs, and perhaps a groundswell of free marketing across Facebook, MySpace (NWS), and Twitter.

    Amber Duick, one of the targets in the short-lived campaign, says she received a series of e-mails from a fictitious British soccer hooligan named Sebastian Bowler. He said he was coming to visit her and bringing along his pit bull. He had a MySpace page where he bragged about “drinking alcohol to excess” and participating in riots. One e-mail Duick received was a fake bill for damage to a hotel room wrecked by Bowler. He had left her e-mail address, the message explained, as his contact info. Duick filed a $10 million lawsuit in October and says that to protect herself from the oncoming Bowler, she slept with a machete by her bed. “She was terrified,” says her lawyer, Nicholas Tepper.

    In a statement, Saatchi and Toyota wrote that they would “vigorously defend against the claim,” which is “entirely without merit.” They said the plaintiff had granted “her permission to receive campaign e-mails and other communications from Toyota.”

    CAN CHAGRIN BE GOOD?

    James Cooper, Saatchi’s digital creative director, says social media, by their nature, are unpredictable, which makes them an easy target for critics. “Anyone who says ‘This is going to work’ is either lying or deranged,” he says. He compares the risk model with venture capital, where one bet out of 10 might pay off richly, while the others struggle or even bomb. And he stresses the difficulty of measuring results. “If something’s got 20 million hits on YouTube, that’s a good thing,” he says. “But what if half the comments are negative? I don’t think anyone’s got a long-term case study yet.”

    Baker is a senior writer for BusinessWeek in New York.

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    2009/12/04 at 18:19 1 comment


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