Content Learning Assessment System Specifications (CLASS) Plan TC Name: Jessica B. Lucas
Subject: Twitter Buttons
Student: Adult
1. Introduction to Content This document will outline the Content Learning Assessment System Specification for this learning object. 1.1 Topic The overall topic is about using Twitter for business marketing. The specific learning object discussed in this plan is titled Creating Twitter Buttons for Your Website. 1.2. Concept Statement Founded in 2006, Twitter has become one of the most popular social media platforms. It has also become an avenue for business owners to connect with customers and reach wider audiences for their services and products. Using Twitter is an increasingly important marketing strategy for business owners. Businesses that successfully use Twitter can increase sales and induce customer loyalty, through promotions, advertising and informational tweets. This learning object helps business owners create customized Twitter buttons for use in their business websites. There will be a webpage that provides an overview as to why Twitter buttons are advantageous, a description of the options for customizing and a walkthrough of button creation. The learning object is intended for small business owners who want to incorporate a Twitter into their business marketing strategies.
2. Review of Learning Experience 2.1 Summary & Rationale This content is a smaller piece of a larger concept for Twitter marketing for businesses, titled Fundamentals of Twitter for Your Business. Therefore, learners should already have a working knowledge of Twitter terminology and a good understanding of HTML coding. The content will consist of a webpage with four knowledge object videos that users can watch on their own, an instructional handout for creating Twitter buttons and a content evaluation. The Lucas – PTC 672
1
website will act as the anchor and allow the learners to construct their own experience based on their individual business and educational needs. The webpage will give an overview of Twitter buttons and reasons why they are useful to business website. Links to a step-by-step KO videos will be provided for each Twitter button. The videos will also discuss some of the main options available in the creation of each Twitter buttons and provide a ‘real-time’ walkthrough of the button creation process, allowing learners to see the step by step process of creating a button. Learners will also be given a step-by-step instruction handout that they can use as reference when creating their own button. For those needing a beginner’s guide to Twitter in general, I will also include an embedded YouTube video that succinctly and professionally answers a number of more basic questions. There will also be content evaluation in the form of a message box directly on the webpage, allowing learners to provide feedback, suggestions or complaints. 2.2 Essential and Leading Question(s) This learning object is a small part of an overall business strategy. As such the essential questions for this specific content are:
How can learners determine which Twitter button to suits their individual business needs?
How can learners use these buttons on their business website?
How can learners create their own custom button?
Since this learning object will be viewed independently, without the aid of an instructor in real time, it is important that the webpage and the knowledge object videos answer all essential questions. The following summarizes the goals of the learning object. Short-term Goal – Learners will be able to create Twitter buttons for their website Long-term Goal – Learners will incorporate Twitter into their marketing strategy. Instructional Goal: Goal 1 2 3
Understand how to use each button Create a follow button Create a share-a-link button
4 5
Create a hashtag button Create a mention button
Reason and importance to subject Use buttons effectively Increase business Twitter followers Increase business tweets and allow customers to generate Twitter content Increase business tweets on specific subjects Increase tweets to specific people
2.3 Learning Objectives The following table outline the learning objectives for this learning object. Lucas – PTC 672
2
Objectives 1 2 3
Understand why one may want a Twitter button Understand button options Understand steps to create button
Possible Performance indicator Satisfaction with the website
Method of Assessment
Creation of button
Practical
Creation of button
Practical
Evaluation
2.4 Learner Outcomes The overall expected outcome of this learning object is the successful addition of a custom Twitter button to the learner’s business website and a greater understanding of Twitter buttons in general. Detailed outcomes are outlined below: Goal 1 Understand how to use each button 2 3 4 5
Create a follow button Create a share-a-link button Create a hashtag button Create a mention button
Learning Outcome To be able to understand and select the correct button for the specific needs of the business To be able to create a custom follow button To be able to create a custom share-a-link button To be able to create a custom hashtag button To be able to create a custom mention button
3. Instructional Practice 3.1 What is Your Vision of the lesson? This content module will be presented on a webpage with information on Twitter buttons and links to four KO videos corresponding to the four types of Twitter buttons, which learners will watch on their own. They will have access to quick reference handout which they will use to create their own Twitter buttons. Learners should already have or have access to knowledge of basic Twitter terminology, a basic understanding of HTML and the way HTML code works, as this is a part of the larger course. However, I will also include an embedded YouTube video that covers the basics of Twitter for beginners. While there may some learners that do not have the required basic HTML knowledge, it is beyond the scope of this learning object. A typical learner will come to the site already with the desire to obtain this knowledge. The learner will look over the site, mostly reading the button overview table. She may view the knowledge object that best suits her needs or just download the quick reference guide. The learning experience with be self-motivated, with the learning object guiding the learner toward to knowledge needed for a specific goal. Lucas – PTC 672
3
3.2 Materials and Aids There are no materials needed for the instructor. The learning object will consist of a website with links to four KO videos and a quick reference guide. All work will be completed by the learner on their own. In addition, there will be an evaluation box on the website for the learner to provide feedback on the content, which will be submitted to the instructor through email. 3.3. Extensions The following is a list of the components of the learning object: A. Webpage: Creating Twitter Buttons for Your Website http://jlucas0501.wix.com/ptc-672 B. Knowledge Object videos: Step-by-step instructions for each button. a. Share a Link button (linked on the webpage) – Live KO and button example b. Follow button (linked on the webpage) c. Hashtag button (linked on the webpage) d. Mention button (linked on the webpage) C. Quick Reference Guide (linked on the webpage) - Actual document D. Bonus Booklet covering “Tips to Expand Your Twitter Following” E. Embedded YouTube video “Twitter Tutorial for Beginners” (Live on the site) A follow-up to this learning object could be a course on Twitter cards (promotional objects that link your business to your Twitter followers) or perhaps how to build a larger Twitter following for businesses.
4. Assessment System 4.1 Overview of Assessment System The baseline for current knowledge is established with the interest and intent to view the materials. Business owners who seek out this content already have a baseline knowledge of Twitter and a basic understanding of HTML. The Creating Twitter Buttons for Your Website learning object is a small part of using Twitter as a marketing tool. While learners may have existing preconceptions or misconceptions related to Twitter and/or business marketing, that is not within the scope of this content and therefore is not something that can be addressed. The main outcome of the content is the creation of a button on the website of the business owner. However, as part of assessing the quality learning object, there will be a request for feedback from the learners with a bonus booklet as an incentive. In addition, I plan to use web analytics to determine how many individuals click on the KO videos and download the quick reference guide. Sample Twitter buttons linked to the learning object account will provide insight about learners who
Lucas – PTC 672
4
use these sample buttons. The combination of these three assessment tools will help to update the learning object to better fit the needs of the learners. 4.2 Analysis of Assessment Instruments There are three ways that I will assess the success of this learning module. The first is the inclusion of an evaluation comment box on the webpage. The second of the use of a web analytic tool to track usage and behavior. The third consists of how many learners use the sample Twitter button to tweet about the learning object to their followers. 4.2.1 Evaluation Comment Box Learners will be offered a bonus information booklet as an incentive to provide feedback. The following is an image of the evaluation box as it appears on the website:
This evaluation is voluntary and therefore limited in type of information collected – voluntary feedback is often skewed very positive or very negative, as indifferent learners may not be motivated to respond. That is why I decided to offer a bonus information booklet as an extra incentive. This assessment will collect qualitative data in the form of direct user response. I will analyze this data on an ongoing basis, parsing trends in comments and suggestions as they come in. This qualitative data will be used to make changes to the KO videos, website and PDF documents to best suit the needs of the users. 4.2.2 Web Analytics The second assessment tool will utilize web analytics to reveal data about how learners are using the website. Google Analytics is the analytical tool I will use because it is free and robust. While it does require a cookie and therefore may end up blocking my site for some users, the benefits outweigh this issue. Lucas – PTC 672
5
Google Analytics is a powerful tool with lots of metrics but for purposes of this specific learning object, I will consistently track the following for the main landing page as well as the linked KO videos and PDF document 1: Google Analytics Metric Sessions
Users Pageviews Pages / Session
Avg. Session Duration Bounce Rate
% New Sessions
Purpose/Definition Total number of Sessions within the date range. A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session. Users that have had at least one session within the selected date range. Includes both new and returning users. Pageviews is the total number of pages viewed. Repeated views of a single page are counted. Pages/Session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted. The average length of a Session. Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page). An estimate of the percentage of first time visits.
The following is a sample snapshot of the most relevant metrics as they appear in a Google Analytics dashboard for Audience Reporting:
In addition to the above metrics, I will also be using the Active Users report to determine the number of active users on any given day. 1
The text from this table was gathered from the Google Analytics tool.
Lucas – PTC 672
6
I will use the data collected from Google Analytics to distill the following information: How many people use the site and what is the average length of time they stay? Which KO links are most popular? Do people watch more than one KO video? Do people click the PDF document? Do people come from search engines? As the project unfolds, more data and questions will emerge that will tailor the learning object to better meet the needs of the learners. 4.2.3 Twitter Feedback The button table on the webpage also includes a sample Twitter button for each type linked to an account I set up for this learning object. Learners may click on these buttons to follow the learning object’s Twitter account and share a link to the webpage. Using the Twitter account, I can assess the number of learners using this feature and, coupled with the Google Analytics, determine whether this brings more learners to the site. I can also qualitatively assess the text of the tweets for positive or negative feedback. Below is a sample graphic of the button table on the webpage, with a KO video link and live Twitter button:
Lucas – PTC 672
7