imcl2014 presentation – success factors of online learning videos
TRANSCRIPT
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Success Factors of Online Learning VideosPrajakta Diwanji, Bindu Puthur Simon, Michael Märki, Safak Korkut, Rolf Dornberger
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
designer
researcher
Safak Korkut
2
gamificationdigital mediavideo communication
trendscouting
Institute for Information Systems"New Trends and Innovation" Competence Centre
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 3
Paper Outline
Background Information
Literature Review
Results and Evaluation
Outlook
Table of Contents
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 4
The paper focuses on the categorization of factors that are
responsible for the success/popularity of online learning videos.
In the perspective of the paper, the number of views and audience
engagement are important elements in the measurement of the
success of online learning videos.
Outline
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
SUCCESSFUL VIDEOS
What factors effect on the success of the videos? Is it possible to categorize the factors?
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Giulia Forsythe - https://flic.kr/p/desGMt
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
So are Online Learning Videos.
MOOCs have become the significant trend in education.
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
VISUAL LEARNERS
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Learn best by watching rather than by just reading / listening.
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
FACTS & FIGURES
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2012KHAN ACADEMY
2014 1,938,930 SUBSCRIBERS
473,459,108 VIEWS
KHAN ACADEMY
2006
COURSERA EDX UDACITY
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
LITERATURE REVIEW
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 11
Video Performance According to Youtube [17][18][19]
Metrics of Measure • Performance: Views, estimated minutes watched, subscribers. • Engagement: Audience retention, likes, dislikes comments,
shares, and favourites. • Demographics: Top geographies, classification by gender. • Discovery: Top playback locations, top traffic sources.
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 12
Metrics of Measure • Performance: Views, estimated minutes watched, subscribers. • Engagement: Audience retention, likes, dislikes comments,
shares, and favourites. • Demographics: Top geographies, classification by gender. • Discovery: Top playback locations, top traffic sources.
Factors Related to Video Style [7]
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 13
Factors Related to Video Style [7]
• Shorter videos • Videos with talking heads • Khan style (free hand sketching) video tutorials • Videos where tutors speak with enthusiasm • Students watch tutorials more than lectures
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Factors Related to Video Style [7]
• Shorter videos • Videos with talking heads • Khan style (free hand sketching) video tutorials • Videos where tutors speak with enthusiasm • Students watch tutorials more than lectures
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.201413.11.2014
Factors Related to Video Style [7]
• Shorter videos • Videos with talking heads • Khan style (free hand sketching) video tutorials • Videos where tutors speak with enthusiasm • Students watch tutorials more than lectures
15
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Factors Related to Video Style [7]
• Shorter videos • Videos with talking heads • Khan style (free hand sketching) video tutorials • Videos where tutors speak with enthusiasm • Students watch tutorials more than lectures
16
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Factors Related to Video Style [7]
• Shorter videos • Videos with talking heads • Khan style (free hand sketching) video tutorials • Videos where tutors speak with enthusiasm • Students watch tutorials more than lectures
17
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Factors Related to Video Planning and Production [7][20]
• Proper investment on computers, microphones, multi-cameras, lighting
• Teaming up with instructors and content specialists, speaking coaches, designers
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 19
Factors Related Video Content, Quality and Related Materials [13]
• Videos with a direct connection to the course assignments • Videos with wit and humour • Sophisticated, high quality, professional looking/sounding videos
Factors Related to Video Distribution [21][22][23]
Khan Academy has all its videos on Youtube.
Coursera, edX have their own showcase channels on Youtube.
Through the channels users can also share the links of the videos on
social networking channels like Facebook, Twitter, Google+
20Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Factors Related to Video Distribution [21][22][23]
Khan Academy has all its videos on Youtube.
Coursera, edX have their own showcase channels on Youtube.
Through the channels users can also share the links of the videos on
social networking channels like Facebook, Twitter, Google+
21Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Factors Related to Social Media and Networking [26][30]
• Community Participation
The Coursera course “E-learning and Digital Culture” of the University
of Edinburgh was taken by 40,000 students from every continent.
Instructors sent encouraging emails suggesting students to connect
among each other via Google, Twitter and personal blogs.
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 23
Factors Related to Gamification [32][33][35]
Gamification is based on the following concepts: to capture user
attention, and to use big data to generate valuable information to
motivate the users.
Successful attempts have been made to increase the views of videos
by giving points and the use of game elements to create a viral
experience.
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 24
Factors Related to Mobile Format [37][38][40]
• Flexibility and Customization to individual needs. • MOOC platforms have additional mobile apps.
According to the research, nearly 70% of the participants preferred to
use mobile devices to access the course as it gave them flexibility of
place and time to take the course.
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 25
Factors Related to Multi Language Support
Khan Academy offers videos that are dubbed into the major
global languages of the world along with video subtitles and
website translations.
Coursera offers courses and videos in multiple languages along
with subtitles.
YouTube states adding language specific captions, and
dedicated channels for multiple languages can attract a wider
audience.
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
RESEARCH
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
# Identified Success Factors of Online Learning Videos Category of Factors
1Supplementary materials to video available, assessments, quizzes
Support Material
2 Short video format Style & Content
3 Talking instructor is visible Style & Content
4 Khan style video Style & Content
5 Quickly speaking enthusiastic professor Style & Content
6 Type of learning session (tutorials) Style & Content
7 Videos with personal feeling Style & Content
8 Investments in pre-production of a video Production phase
9 Support from professional partners during recording Production phase
10 Integrated wit and humor in a video Style & Content
11 High definition quality video content Style & Content
12 Graphical elements, contents like artifacts and visuals Style & Content
13 Chosen distribution channel(s), YouTube Video distribution
14 Video in combination with social networking features Social media
15 Video dubbed in multiple languages Internationalization
16 Subtitles and captions, website translation Internationalization
17 Promoting a video via social media Social media
18 Awarding badges, points to users. Gamification
20 User statistics Gamification
21 Use of mobile devices and apps for videos and courses Mobile technology
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
8 FACTORS 1 GRAPH
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Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
Khan style video format
Short length video format
Talking video instructor
Fast speaking rate with enthusiastic professor
Tutorial style
Videos with personal touch
Wit and humor
High quality video, professional looking.
Visual elements, artifacts
Assessments
Quizes
Mobile video format
Mobile apps for videos
Publicity on social media
Discussion on social media
Badges, points
User statistics
Pre-production planning
Collaboration with partners for video editing
YouTube channels
Link channel to social networks
Videos dubbed in international languages
Video subtitles and captions
Style & Content
Related Materials
Mobile Technology
Social Media
Gamification
Production Phase
Distribution
Internationalization
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 30
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014
THANK YOU
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[email protected] #twitter @safakkorkut
Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW
2014 International Conference on Interactive Mobile Communication Technologies and Learning
13.11.2014 32
References
[7] Guo, P.J., Kim, J., & Rubin, R. “How video production affects student engagement: an empirical study of MOOC videos,” Proceedings of the first ACM conference on Learning
@ scale conference, 2014. [Online]. http://dl.acm.org/ft_gateway.cfm?id=2566239&ftid=1434762&dwn=1&CFID=323292369&CFTOKEN=64850224. [Accessed: 19 April 2014].
[13] M. Hibbert, “What Makes an Online Instructional Video Compelling?,” 2014. [Online]. Available: http://www.educause.edu/ero/article/what-makes-online-instructional-video-
compelling [Accessed: 08 June 2014].
[17]Youtube, “Popular videos,” 2014. [Online]. Available: http://www.youtube.com/channel/UCF0pVplsI8R5kcAqgtoRqoA. [Accessed: 29 May 2014].
[18]Youtube, “YouTube Analytics,” 2014. [Online]. Available: https://www.youtube.com/analytics. [Accessed: 30 May 2014].
[19] B. Honigman, “8 Ways to Track YouTube Video Performance,” 2012. [Online]. Available: http://www.socialmediaexaminer.com/youtube-video-performance/. [Accessed: 30 May
2014].
[20] A. Meixler, “From Good to Great: What Is the Key to MOOC Success?,” 2013. [Online]. Available: https://iversity.org/blog/from-good-to-great-what-is-the-key-to-mooc-success/.
[Accessed: 06 June 2014].
[21] T. Broxton, Y. Interian, J. Vaver, and M. Wattenhofer, “Catching a Viral Video,” 2010 IEEE Int. Conf. Data Min. Work., pp. 296–304, 2010.
[22] S. Khan, “Free learning videos go viral,” 2011. [Online]. Available: http://edition.cnn.com/2011/OPINION/07/24/khan.video.learning/. [Accessed: 06 June 2014].
[23] Youtube Channel, “YouTube Channel Optimization,” 2014. [Online]. Available: http://www.youtube.com/yt/playbook/channel-optimization.html. [Accessed: 06 June 2014].
[26] K. Alloca, “Why videos go viral,” 2011. [Online]. Available: http://www.ted.com/talks/kevin_allocca_why_videos_go_viral#t-223696. [Accessed: 06 June 2014].
[30] E. Purser, A. Towndrow, and A. Aranguiz, “From the field Realising the Potential of Peer-to-Peer Learning: Taming a MOOC with Social Media Authors,” sLearning Pap., vol. 33,
pp. 1–5, 2013.
[32] J. Hamari, J. Koivisto, and H. Sarsa, “Does Gamification Work? — A Literature Review of Empirical Studies on Gamification,” in Proceedings of the 47th Hawaii International
Conference on System Sciences, 2014, pp. 1–10.
[33] R. Paharia, “Can You Architect Virality? Absolutely. Here’s How,” 2014. [Online]. Available: http://www.huffingtonpost.com/rajat-paharia/can-you-architect-
viralit_b_5064073.html. [Accessed: 31 May 2014].
[35] H. Jacobson, “Gamification in Marketing: Lessons from the Khan Academy Website,” 2013. [Online]. Available: http://searchenginewatch.com/article/2303233/Gamification-in-
Marketing-Lessons-from-the-Khan-Academy-Website. [Accessed: 31 May 2014].
[37] C. Giousmpasoglou and E. Marinakou, “The future is here: m-learning in higher education,” 2013.
[38] M. O. M. El-hussein and J. C. Cronje, “Defining Mobile Learning in the Higher Education Landscape Research method,” Educ. Technol. Soc., vol. 13, pp. 12–21, 2010.
[40] M. Katz, “Mobile Video Consumption Rising; Increase in Smartphone Usage in the U.S. – Appboy Weekly 7,” 2014. [Online]. Available: http://blog.appboy.com/2014/04/mobile-
video-consumption-rising-increase-smartphone-usage-us-appboy-weekly-7/. [Accessed: 09 June 2014].
Slides
YouTube Partners: Guide to your YouTube analytics. https://www.youtube.com/watch?v=AUU9urHAwco#t=22 [Accessed: 7 November 2014].
Gamification with Kevin Werbach. https://www.youtube.com/watch?v=rzihbzxC_6Y [Accessed: 7 November 2014].
Khan Academy - Renting vs Buying a Home. https://www.youtube.com/watch?v=s8GjDRT2MI0 [Accessed: 7 November 2014].
Walter Lewin Promo. https://www.youtube.com/watch?v=7Zc9Nuoe2Ow [Accessed: 7 November 2014].
Truth Table Tutorial - Discrete Mathematics Logic. https://www.youtube.com/watch?v=wRMC-ttjhwM [Accessed: 7 November 2014].
BKW Online Training Trailer. https://vimeo.com/channels/iwifhnw/77773812 [Accessed: 7 November 2014].
Khan Academy Youtube Channel. https://www.youtube.com/user/khanacademy/featured [Accessed: 7 November 2014].
Coursera Youtube Channel. https://www.youtube.com/user/coursera [Accessed: 7 November 2014].
E-learning and Digital Cultures with Sian Bayne, Jeremy Knox, Hamish A Macleod. https://www.youtube.com/watch?v=L6kRuVFlw8I [Accessed: 7 November 2014].