1. Effective Curriculum Models for Social Media-Based Training A Marketer’s Perspective Azhar Azib azharazib@rawonion.com.sg

2. Start with the audience and an understanding of what motivates them towards social media and related interactions Not just the curriculum, but the method and practice of teaching/learning must transform to embrace these ‘social norms’ … sort of like “Education 2.0” Adding a social media platform to “old world” teaching approaches will not work A Marketing & Communications perspective of the subject

3. Shift in Learning Model

4. “There is no reason to think that repurposing social media for education will magically make students more inspired and engaged. What inspires and engages people about social media is the passion for their individual, personal interests, as well as the desire to stay in touch with friends. Remove those crucial elements, and you merely have some neat new software tools that make communication faster.” Larry Sanger, one of the co-founders of Wikipedia

5. Consumers as viewers Products Quality Impressions/Frequency Transactions Schedule-driven Marketer/Brand-led Push Marketing Broadcast Traditional Media Planning Technology & Design Managed PR Sometimes data enabled Post-campaign tracking Private Consumers as viewers Products Quality Impressions/Frequency Transactions Schedule-driven Marketer/Brand-led Push Marketing Broadcast Traditional Media Planning Technology & Design Managed PR Sometimes data enabled Post-campaign tracking Private Consumers as participants Experiences Preference Involvement/Interaction Engagements Time shifted – Anytime Consumer-initiated Opt-in and Pull Marketing Dialog New Media Planning Content Digital Influence Always data enabled Real-time measurement Published Consumers as participants Experiences Preference Involvement/Interaction Engagements Time shifted – Anytime Consumer-initiated Opt-in and Pull Marketing Dialog New Media Planning Content Digital Influence Always data enabled Real-time measurement Published Evolving Consumer Dynamics From ‘good old days’To Digital Age

6. Learners are active participants Experiential Preference Involvement/Interaction Engagements Time shifted – Anytime Learner-initiated Opt-in and Pull (Content) Dialog Social Media Mix Content Digital/Technology Influence Always data enabled Real-time measurement Published Learners are active participants Experiential Preference Involvement/Interaction Engagements Time shifted – Anytime Learner-initiated Opt-in and Pull (Content) Dialog Social Media Mix Content Digital/Technology Influence Always data enabled Real-time measurement Published Evolving Learning Dynamics Social Media-based Learning

7. Online Personas Who they are, what they do Credit : Forrester

8. Sharing Journaling & publishing Narcissism Polling Reaching out Backchanneling Peer review Resource Curating Advocacy Collaboration Gamification

9. It is ALWAYS about the CONVERSATIONS It is ALWAYS about CONVERSATIONS

10. Basic Principal The basic idea that the ‘learning platform’ is an information space through which people can communicate, but communicate in a special way: communicate by sharing their knowledge in a pool. The idea is not just that it should be a big browsing medium. The idea is that everybody would be putting their ideas in, as well as taking them out. Curriculum Design Adapted from quote from Sir Timothy John "Tim" Berners-Lee, also known as "TimBL," is a British computer scientist, best known as the inventor of the World Wide Web.

11. Possible Model Authentic (teaching/learning) processes that take advantage of what teachers and their students already do in real life. They are tweeting or blogging or sharing on Facebook. Sometimes they are doing so in selective circles, but the tools are designed to be open (not closed and controlled like an LMS) and membership is open to any and all interested parties. Control desired by educators and administrators will cripple engagement. The strength of a social tool is its use in social and informal contexts. Take those away and you have a formal and boring curriculum. Design tasks/activities so that content, skills and/or attitudes are learnt as they engage socially. Sometimes the learning happens as they interact; sometimes it happens after. Learners benefit by extending their network beyond ‘class and faculty’. Gamification : Fun, clear goals, achievement oriented, strategy + creativity Curriculum Design

12. Success Factors Educators and Curriculum Designers must understand dynamics of social media and its ‘inhabitats’ Participants must be ‘digital natives’ Curriculum must promote or require active engagement – sharing, collaboration Participants must see benefit of extended networking Culture of peer review, incl feedback, comments Curriculum Design

13. Conversation Prism 4.0 “Pick Your Poison”

14. Azhar Azib azharazib@rawonion.com.sg