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Marketing Sakai – Partie DeuxDeveloping and Sharing Case Studies
Mike Zackrison – rSmart
Lois Brooks – Stanford University
July 3, 2008
Introductions
• Mike Zackrison– VP of Marketing and Strategy, rSmart
Background:– Lots of experience commercializing open source for Higher
Education@ Campus Pipeline, uPortal, Luminis, SunGard HE
– Open source turned into a proprietary product model
@ Unicon– Open source as a consulting project model
@ rSmart– Open source as an open, packaged product model
(my personal favorite!)
Introductions
• Lois Brooks
– Director, Academic Computing, Stanford University
– Founding partner of the Sakai project, and board member, Sakai Foundation
Agenda
• The marketing imperative• Recap of market research findings• Story telling through case studies• Example case studies available today• Developing a case study – the Stanford story• Case study “how to”• Call to action• Q & A
Return on Investment
Market Research Recap
• Research conducted by rSmart Sept. ‘07– How great is the propensity to change CMS?– Why are institutions selecting Sakai and/or
participating in the community?– What are the experiences with and perceptions of
Sakai?– How can rSmart best support institutions in their
use of open source solutions?
Market Research Key Findings
• Almost 90% of research participants are considering some level of LMS change
• Sakai is very successful in the RU/VH Carnegie classification of institutions – awareness outside this classification is much lower
Why Institutions Don’t Adopt
• Currently satisfied with what they have• Any change would disrupt faculty experience• Too risk adverse• Preconceived notions about what it involves • They don’t know about Sakai• Don’t know how to ‘buy’ Sakai
– Getting into the community can be difficult– We talk open source they want to talk solutions
How to Increase Adoption
• Improve Product
– “. . .these institutions require a clear differentiation in the user experience that would drive support among faculty to make the change.”
– Make Sakai easier to install and try out
How to Increase Adoption
• Marketing and Education
“They also wish to see proof points for institutions that are successfully implementing, configuring and using Sakai without a major in-house development staff.”
Why so successful among RU/VH?
• They compare notes and follow leaders• Viral nature of higher education marketing
• Story telling is an important way for decision makers to get their information in HE
Marketing is story telling…Which leads to conversations…Which leads to inspiration…Which leads to a vibrant and growing community.
Case Studies Today – Marist College
Case Studies – KCC ePortfolio
Case Studies – University of Michigan NEW!
Case Studies – Stanford University
NEW!
Case Studies – University of Cambridge
Coming Soon!
Developing the Stanford Case Study – a closer
look
Stanford and Sakai
• Active in the community• Value great teaching• Built pedagogy into our design
and requirements
Photo: Julie Mai
Goals for the case study
• Share our stories: inspire at home and in the community
• Take the temperature locally (and remember why we got into this)
• Learn what matters, what to do next, what our faculty want
Language learning
Program in Writing and Rhetoric
Library engagement:
• A customized entry into classes
• Well chosen resources
• Access to librarians
Feedback
Instructors want• More ideas for how to use
the tools• More input on the tools• More customizability and
user delight• Prompts from us about the
course cycle• Collaboration with
colleagues from other universities
Tips for Developing your own Case Studies
A Guide for Developing a Case Study
• Project aim• Define format• Determine theme• Define key messages• Develop content• Identify key contributors• Other considerations
Key Tips
• Case studies are more powerful when they focus on a key theme. Avoid making one case study all things to all people.
• It is powerful to have the stories highlight use in different constituent groups.
• It is powerful to have one of the stories focus on a future need the institution anticipates and how the solution is expected to fill that need.
A Case Study Template
• Introduction: School background and situation relative to eLearning
– What is the institution’s size, type, strengths (including related achievements or awards)
– What existing or previous eLearning solutions / platforms were in use
– What key drivers lead to evaluating and/or embracing Sakai
– What quotations from key leaders can be captured related to the importance of Sakai and it’s alignment with institution’s vision
A Case Study Template
• Case Study Body: Identify 2-3 stories of how Sakai is being used. For each story answer:
– What were the drivers behind using Sakai?– What key goals are being targeted or achieved by
using Sakai?– What results have been achieved?– What unique uses or benefits of Sakai have been
realized that were not originally anticipated?
A Case Study Template
• Closing: Looking forward
– Summary or Sakai benefits and impact to the institution
– Lessons learned– Next steps with Sakai on campus– Vision of Sakai moving forward
Topic Ideas
• Successes using Sakai for:– Courses– Group collaboration– Research– Administration
• Process for deciding on Sakai• Pilot program examples• Resource requirements / profiles• Many others
Call to Action
• We have great stories to tell• It’s up to us to share them• Contact us for ideas on how to get started
References
• “Open Source Learning Management Systems Market Research,” Thanos Partners, September 2007, commissioned by The rSmart Group.
– For a copy of this report please contact Mike Zackrison: [email protected]
