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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
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
• Blended learning
• 1:1 classrooms
• Flipped classroom
• Adaptive learning
• Big data
• Learning-oriented
assessment (LOA)
• Collaborative assessment
• Deep learning
New learning styles for new generations
Generation Y Learning Styles:
• Doing is more important than
knowing
• A need for immediacy
• Trial and error approach to
problem-solving
• Low boredom threshold
• Multitasking and parallel
processing
• Visual, nonlinear and virtual
learning
• Collaborative learning
• Constructivist approach
Ashridge Business School
Classroom
External world
Personal world
Techno-logy
options
English speaking
world
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
Current
competitors
Quality
perception
Innovation
Technology
Teacher
development
Innovation & digital learning
Innovation in…..
• Theory
• Methodology
• Teacher support
• Technology
• Learning materials
• Assessment
"cellphones are the
gateways to all of
human knowledge"
Ray Kurzweil
"Whenever I go into
class, I have to
power down."
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: • Writing
• Comprehension
questions
• Online workbook
• Practise vocab
with Apps
• Formative
assessment
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
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
5 New Tools, new media
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
Technology-supported: learners at the centre
Face-to-face
classroom
eTutors
VOIP & FaceTime
Learning
device
LMS as hub
Blended
learning
Big Data: Tracking &
Portfolio
The
Learner Individualised
pathways
Social learning
Handheld learning
On-demand content
Cloud synchronisation
Adaptive learning
Speech recognition
& AI tools
Learning – oriented
assessment
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
Remote teacher
using video-
phone
Students with
Classroom
laptops
Local class
teacher
managing activity
Local classroom:
TV screen
showing remote
teacher
Lesson materials
shown via Webex
2-way video
& audio
Joint
lesson
planning
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
Mobile marketing
Social media marketing
Content marketing
Online PR
Email marketing
Website marketing & SEO
Online advertising
Digital
Marketing
Strategy
SEO
PPC
WOM
NPS
Conversion
ratio
Touchpoint
experience
Web offer
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
• YouTube
• Vimeo
• 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.
• 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
Case study – Cambridge English
Social Media Objectives
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
43
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
@CamEngHelpers
is the Cambridge English HelpDesk & supports exam candidates and provides rapid customer service support, answering questions personally
Cambridge English TV - metrics
Delighting your customers
The learner at the centre of cloud-based learning
Face-to-face
classroom
eTutors
Phone-Tablet-PC (device agnostic)
LMS-based
Practice
MyPortfolio (User generated content
& Social Media
community)
Blended Course
via LMS VOIP FaceTime
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
52
• Personal development:
Technology awareness; curiosity;
User training
• 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
• Slideshare
• Dropbox
• Prezi
• App stores
• iTunesU
• MOOCs
• VOIP – Skype
• VLEs – Moodle, Blackboard
Cambridge CPD Framework
Cambridge Teacher Qualifications
What next?
The Educational Technology Horizon Report
Time to adoption – one year or less
Flipped Classroom
Mobile apps
Tablet computing
Learning Analytics
Mobile Learning
Social media
Cloud computing
MOOCs
Time to adoption – two to three years
Augmented reality
Gamification
Internet of Things
3D Printing
Badges
Visualisation
Digital identity
Open content
Personal learning environment
Time to adoption – four to five years
Flexible displays
Wearable technology
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:
For a free reference list on
Technology in English Language Learning,
please go to: www.tirfonline.org
Cambridge English sites:
• http://www.cambridgeenglish.org
• https://www.teachers.cambridgeesol.org/ts/
• http://www.cambridgeenglishteacher.org
Comments:
If you would like copy of the presentation & references:
www.michaelcarrier.com
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