Futureproofing your school: strategy, innovation & technology Michael Carrier Cambridge English Language Assessment PASE Warsaw May 2014
Contents 1 Strategy & competitive advantage 2 Innovation 3 Technology 4 Digital marketing 5 Delighting your customers 6 CPD 7 - Future trends
New ideas in education Blended learning 1:1 classrooms Flipped classroom Adaptive learning Big data Learning-oriented assessment (LOA) Collaborative assessment Deep learning A new vision of learning as an activity not a place, open to new people with new ideas, of learners pulling learning toward themselves, rather than teachers pushing learning out Michael Stevenson
New learning styles for new generations Generation Y Learning Styles: Doing is more important than knowing A need for immediacy External world Trial and error approach to problem-solving Low boredom threshold Multitasking and parallel processing English speaking world Classroom Personal world Visual, nonlinear and virtual learning Collaborative learning Constructivist approach Technology options Ashridge Business School
Reflection Are your customers different from 5-10-15 years ago? What consequences (if any) should we draw from this?
Strategy & competitive advantage
Strategy & competitive advantage
Boston Matrix
Positioning - the Customer Perception map
Competitive advantage Porter s 5 forces Innovation Teacher development Current competitors Quality perception Technology
Innovation & digital learning
Innovation in.. Theory Methodology Teacher support Technology Learning materials Assessment "Whenever I go into class, I have to power down." "cellphones are the gateways to all of human knowledge" Ray Kurzweil
New Learning modes Benefits: More time with teacher Learn at own pace Mastery learning Level playing field Absences Diagnostics Students teach each other Involves parents
New models - In-class vs Out-of-class Before Class In Class After Class Activities: Reading & Listening activities Study text Learn vocab online Grammar in Use activity with Apps Activities: Speaking activities Pairwork Concept questions Communication activities, games storytelling Mentoring Activities: Writing Comprehension questions Online workbook Practise vocab with Apps Formative assessment
Personalisation Adaptive learning Individualisation Big data analytics Targeted recommendations Tracking Learning-Oriented Assessment (LOA) eportfolio
Digital Learning 1 New Goals Digital literacy, global citizenship, interculturality 2 New Pedagogical models For learning in a digital age 3 New Activities Inside and outside of class Formal and informal learning Ubiquitous learning Consume content vs Produce content Individual vs collaborative work 4 New Content Benefits: Relevance Align with learning styles Communicative & productive focus Rich content gives exposure to authentic language Collaborative activities Time on Task - extends learning time beyond classroom New pedagogical models empower the learner 5 New Tools, new media
Technology-supported: learners at the centre LMS as hub Big Data: Tracking & Portfolio Individualised pathways Adaptive learning Handheld learning The Learner Learning device Face-to-face classroom Blended learning etutors VOIP & FaceTime On-demand content Social learning Cloud synchronisation Learning oriented assessment Speech recognition & AI tools
Digital learning channels Classroom channels: IWB Digital textbooks 1:1 or BYOD PRS systems Out of class channels: Handheld LMS Apps Web
Handheld learning What is Handheld Learning? Using tablets/mobile phones in class to study language activities exercises, reading, listening etc Using student laptops/ handhelds in class for group activity Using tablets/mobile phones outside class for student self-access language practice Using mobile phones in the wild - to collect data for lesson input, record interviews etc
Your own Activity taxonomy task individual group Consuming: Grammar study Self-access quiz Reading Listening Vocabulary Producing: recording/interviewing storytelling/writing phonecasting phoneblogging upload & share projects
Top 10 Social Media activities Twitter: Send a tweet about next week's class - with task to do in advance Post links to authentic resources to study Facebook: Create a Facebook group for the class & post homework tasks for next class Post interesting links to resources like videos, exercises, cartoons Post topic questions for debate/discussion, & monitor discussions Post a video link and give the task of making notes about it (précis writing) Instagram/Flickr: Post interesting photos to stimulate writing practice activities Blogs: Create a class blog for you and students to write in Blog about videos to watch - students keep a list of new vocab they come across Students blog about what they have learned, trips they have taken, new resources etc
1:1 learning Access to anytime anywhere learning Access to real models of English - bring more authentic English content into the classroom Develop new forms of communicative pairwork activity in class Set up authentic tasks using the device s recording functions to tell a group-developed story More time on task - extend language practice outside the classroom more hours per week for English study. Can reinforce parts of classwork Can prepare ahead in Flipped mode Added motivation
Plan Ceibal Remote teaching, local support Joint lesson planning Remote teacher using videophone Local classroom: TV screen showing remote teacher Lesson materials shown via Webex 2-way video & audio Students with Classroom laptops Local class teacher managing activity 24
Reflection How can 1:1 & Handheld learning approaches add support to your school? Now? In 2 years time? In 5 years time?
What s Cambridge doing?
Cambridge English Apps
Exam preparation apps
Tablet course materials& textbooks
Tablet-based testing
Digital Marketing Online marketing Email marketing Online PR Content marketing Mobile marketing Online advertising Social media marketing Website marketing & SEO
WOM Digital Marketing Strategy Web offer NPS SEO Touchpoint experience PPC Conversion ratio
What s your story what s on your website? Information & reassurance Encouragement Social connections Need re-defined value proposition. and value for money Have you got? Instant online sales chat? Personal Skype video call? Facetime advice call? SMS advice number? Instant self-placement test?
YouTube channel marketing School tours Video testimonials Mini-lessons from school s teachers Our system USP video + Pinterest / Instagram / Flickr channels
Social media marketing channels Facebook Twitter LinkedIn YouTube Vimeo Pinterest Instagram Flickr Tumblr
What s a good Twitter strategy? Half a billion users & 140 characters Engaging not just promoting Link to something interesting Call to action ask for input or response Build up followers - who can support your brand
Facebook strategy tips 1. Find your peeps 2. Concentrate on conversing and building relationships, instead of broadcasting and selling. 3. Use a Facebook personal profile AND a Facebook business page TOGETHER. 4. Cross-post and cross promote 5. Use a social media dashboard like Hootsuite 6. Get them on the list 7. Measure and track your social media results http://socialmediatoday.com
Marketing metrics
Net promoter score How to Calculate Your Score NPS is based on the fundamental perspective that every company's customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question How likely is it that you would recommend [Our School] to a friend or colleague? you can track these groups and get a clear measure of your company's performance through its customers' eyes.
Case study Cambridge English Social Media Objectives Develop an effective and direct communication between Cambridge English and our stakeholders Increase our brand awareness globally through fan base Provide support to candidates taking Cambridge English exams Engage with & influence our target audiences Develop advocates by building brand loyalty Form the critical foundation for future conversion
Providing customer service Bite-sized English learning
Key Performance Indicators Number of fans vs. country s total Facebook population Number of likes, comments and shares Friend referrals and Facebook recommendations Page reach and frequency Number of advocates and influencers Number of traffic directed to our website Cost-effectiveness of advertising campaigns
Twitter as customer support @CambridgeEng provides overall news and product information & has the largest number of followers @CamEngTeachers supports teachers who use the Cambridge English Teacher website and teacher development courses Cambridge English TV - metrics @CamEngHelpers is the Cambridge English HelpDesk & supports exam candidates and provides rapid customer service support, answering questions personally 43
Delighting your customers
The learner at the centre of cloud-based learning Blended Course via LMS VOIP etutors FaceTime LMS-based Practice MyPortfolio (User generated content & Social Media community) Phone-Tablet-PC (device agnostic) Face-to-face classroom The Learner
Delighting your customers - touchpoints Before they arrive: 360 video tour of school & classrooms & teachers & social events Access to MySchool online space Learning plans & syllabus etc for parents/sponsors as well as learners Pre-course study page on website re-activate passive knowledge before course
At school Support: free wifi in school Loan of tablet / Kindle for homework / practice Downloadable homework / study guides / resources Digital server to share movies & ebooks Alumni testimonials Social events: Recognise social nature of study Post-lesson events Stammtisch Conversation twinning Social Events app; partner with city guide
Vox Pop Cashless service Missed a lesson.?
At the end of the course Sharing the last day: Graduation ceremony - Live stream on Skype/WebEx for parents to watch Video & photos of graduation on YouTube & Flickr channels Sharing afterwards: Keep your customers: Maintenance English offer Alumni community, newsletter, events Alumni discounts Alumni = WOM & NPS
Helping teachers develop
What is the teacher of the future? Frontal teacher Sage on the stage Vs. Facilitator Mentor Guide Coach
Digital teachers - competences Personal development: Technology awareness; User training curiosity; Lesson planning: how to integrate digital content Classroom management: how to coordinate formal & informal activities Classroom management online: how to manage a virtual classroom Digital tools & media awareness: how to create new content with students You can fill all the classrooms with computers, but if you don t train the teachers on how to use them effectively, [your] investment will lose all of its purpose. Dr. Huseyin Celik, former minister of education, Turkey Teachers Tech Toolkit: Wikis Blogs Facebook Twitter Slideshare Dropbox Prezi App stores itunesu MOOCs VOIP Skype VLEs Moodle, Blackboard 52
Cambridge CPD Framework
Cambridge Teacher Qualifications
What next?
The Educational Technology Horizon Report Flipped Classroom Mobile apps Tablet computing Augmented reality Gamification Internet of Things Flexible displays Wearable technology Time to adoption one year or less Learning Analytics Mobile Learning Social media Cloud computing MOOCs Time to adoption two to three years 3D Printing Badges Visualisation Digital identity Open content Personal learning environment Time to adoption four to five years Virtual and remote learning Natural user interfaces Telepresence
MOOCs also for English? Can provide: System knowledge Receptive skills Teacher training Teacher reference
Wearables, AR, ASR Wearable technology the iwatch Augmented reality - overlays Speech recognition facilitating new learning processes Voice control Google Glass Speech-to-speech translation - Google Translate Brainwave detection
Babel Fish
Contacts: Cambridge English sites: http://www.cambridgeenglish.org https://www.teachers.cambridgeesol.org/ts/ http://www.cambridgeenglishteacher.org Comments: Carrier.m@cambridgeenglish.org If you would like copy of the presentation & references: www.michaelcarrier.com For a free reference list on Technology in English Language Learning, please go to: www.tirfonline.org