The Test Community.Network: Recent Episodes
Tim Burnett
Welcome to the Test Community Network, your go-to weekly update on everything about assessment and testing. Tim Burnett and special guests will help you find the latest chances to explore and connect in the diverse world of assessment and testing. Discover new events, webinars, and podcasts, plus get inspiration from the Test Community Network marketplace. For more information visit: https://www.testcommunity.network
In this week's episode, Tim Burnett chats with Manny Straehle, a psychometrician and expert in competency modelling. They discuss:
What is Manny's professional background and expertise in psychometrics and assessment?
What is Manny currently working on in terms of competency modelling and his upcoming book?
How would Manny explain the concept of competency models to a 6-year-old child?
Manny shares insights into his work as a psychometrician and his passion for competency modelling. He discusses the development of his upcoming book on competency models, explaining how these models can be used across various industries to improve assessment, learning, and organisational performance. Manny also touches on the importance of considering outcomes in competency modelling and how this approach can benefit both individuals and organisations. The conversation explores the concept of skill portability and the potential impact of competency models on the future of learning and assessment.
Connect with Manny through his company website, Assessment Education Research Experts, or on LinkedIn. https://www.linkedin.com/in/mstraehle/
Events: https://www.testcommunity.network/upcoming-events
Podcasts: https://www.testcommunity.network/podcasts
Marketplace: https://www.testcommunity.network/marketplace
Subscribe to the Test Community Network here: https://www.testcommunity.network/
https://www.linkedin.com/events/6thsept-competencymodellingwith7244779712634388481/comments/
In this week's episode, Tim Burnett chats with Justin Cutroni, formally Director, Content & Education at Google
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How valuable was the certification process in Google's product strategy and customer engagement?
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How are AI and rapid technological changes impacting the education and certification landscape?
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What role does community play in learning and certification?
Tim also shares clips from last week's leadership webinar: Exploring the Benefits of a Digital Assessment Transformation for International Testing Programmes.
Watch the recording on-demand here: https://www.testcommunity.network/webinar-unlocking-international-potentialConnect with Justin here:https://www.linkedin.com/in/justincutroni/Subscribe to the Test Community Network here: https://www.testcommunity.network/
In this week's episode I interview MIT Ph.D student Nouran Soliman about her work on the subject of Digital Credentials.
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What are personhood credentials (PHCs) and what is the background/motivation for this work?
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How can personhood credentials help prevent AI fraud in assessment?
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What are the next steps or future directions for personhood credentials?
I also share details of upcoming webinars and clips from the latest Leadership Webinars: Exploring the Benefits of a Digital Assessment Transformation for International Testing Programmes.
Watch the recording on-demand here: https://www.testcommunity.network/webinar-unlocking-international-potential
Connect with Nouran here:
https://www.linkedin.com/in/nouran-m-soliman/
Subscribe to the Test Community Network here: https://www.testcommunity.network/
In the latest edition of the Test Community Networks Leadership Webinars, we’ll be exploring international growth opportunities and hearing from CQI about their digital assessment transformation.
Learn directly from awarding, skills and assessment experts who have successfully exported their qualifications or provided pivotal advice across the education industry. Gain invaluable professional development insights that will help you exceed your international growth plans.
Key Highlights:
• Explore the opportunities and challenges of delivering digital assessments in emerging markets.
• Uncover strategies for introducing localised versions of your assessments in new and existing markets.
• Master technological challenges with innovative solutions for diverse infrastructure settings.
• Discover skills gaps, growth opportunities and how to present your awarding business in international markets.
Essential for professionals seeking to:
• Expand certification programmes into emerging markets
• Create inclusive, culturally-sensitive assessment processes
• Harness technology to scale and overcome geographical and cultural barriers
Ideal for: Education innovators and awarding industry leaders exploring emerging markets, Policymakers, L&D specialists, and global professional development trend-watchers.
Seize this opportunity to unlock global growth potential in professional qualifications and skills certification!
In this week's episode, I discuss research into the ethics of digital surveillance and face recognition in HE assessment with research Sarah Grayston.
In this episode we discuss:
What are some of the ethical implications and concerns around the use of remote proctoring and biometric data collection in digital assessments?
- How is technology, particularly AI and digital surveillance, changing assessment practices in higher education?
- How can the test community network and the general assessment community help Sarah in her research?
- I also share details on a new webinar coming to the Test Community Network sponsored by Excelsoft
Leadership Webinars: Exploring the Benefits of a Digital Assessment Transformation for International Testing Programmes
Register here: https://www.testcommunity.network/webinar
Listen to the It Depends Podcast here: https://www.testcommunity.network/podcast-it-depends
Register for Office Hours here: https://www.dainisco.com/
Sarah Grayston
https://www.linkedin.com/in/sarah-grayston/
Coded Bias
Stars: Joy BuolamwiniMeredith BroussardCathy O'Neil
https://www.imdb.com/title/tt11394170/
Atlas of AI: Power, Politics, and the Planetary Costs of Artificial Intelligence
https://www.testcommunity.network/marketpace-details?recordId=recnKKDK8ykckVk8t
Subscribe to the Test Community Network here: https://www.testcommunity.network/
In this week's episode I catch up with Bernhard and Stefan from BizExaminer based in Austria.
In this episode we discuss:
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What does Biz Examiner do and what are its capabilities as a platform?
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What trends and challenges is Biz Examiner seeing in the assessment and education market, particularly in Austria and German-speaking regions?
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How is AI impacting the assessment industry and what opportunities does it present, especially in areas like proctoring?
I also share details on a new webinar coming to the Test Community Network sponsored by Excelsoft
Leadership Webinars: Unlocking International Potential - Revolutionising Professional Certification in Global Markets
Register here: https://www.testcommunity.network/webinar-unlocking-international-potential
Listen to the It Depends Podcast here: https://www.testcommunity.network/podcast-it-depends
Register for Office Hours here: https://www.dainisco.com/
Connect with Bernhard here:
https://www.linkedin.com/in/bernhard-waglechner-23108627/
Connect with Stefan here:
https://www.linkedin.com/in/sfschnabl/
Subscribe to the Test Community Network here: https://www.testcommunity.network/
In this week's episode, I speak to Rachel Schoenig about the upcoming COTS Conference and her views on trends in test security.
In my interview with Rachel, we explore:
- What is the Conference on Test Security (COTS) and who attends it?
- What are some of the main themes or trends at this year's conference?
- How is AI impacting test security, and what are some of the concerns and potential benefits?
I also share details about a new workshop series in August Looking Beyond Assessment and AI innovations that will rock the assessment world. https://www.testcommunity.network/aiworkshop
Connect with Rachel here:https://www.linkedin.com/in/rachel-schoenig-5829674/
Subscribe to the Test Community Network here: https://www.testcommunity.network/
Register for COTS here: https://conferenceontestsecurity.org/
In this week's episode, I speak to Rob Day about Integrity Advocate, a Canadian-based online proctoring company. We discuss their unique approach to proctoring, which focuses on privacy by design and installation-free technology. Rob explains how Integrity Advocate handles GDPR compliance and privacy concerns, leveraging Canada's strong data protection laws. We also explore their client onboarding process and how they implement their solution across various learning management systems. Rob shares insights on how Integrity Advocate's experience in the diverse Canadian market has prepared them for international expansion, particularly in the UK and Europe.
In my interview with Rob, we explore:
- What is unique about Integrity Advocate's approach to online proctoring?
- How does Integrity Advocate handle GDPR compliance and privacy concerns?
- How does Integrity Advocate onboard new clients and implement their solution?
I also share details about a new workshop series in August Looking Beyond Assessment and AI innovations that will rock the assessment world. https://www.testcommunity.network/aiworkshop
Connect with Rob here:https://www.linkedin.com/in/robert-day-ab2556b/
Subscribe to the Test Community Network here: https://www.testcommunity.network/
18th July Test Community Network Weekly Update Exporting to the Middle East & North Africa with Jenny Patrickson, Active IQ
In this week's episode, I speak to Jenny Patrickson from Active IQ about their experience exporting from the UK to the Middle East and North Africa following their success with online proctored exams.
In my interview with Jenny, we explore:
- What motivated Active IQ to pursue international expansion?
- How did ActiveIQ approach and implement its international expansion?
- What challenges and lessons did Active IQ encounter in its international expansion?
I also share details about a new workshop series in August Looking Beyond Assessment and AI innovations that will rock the assessment world. https://lnkd.in/eFMbY-wP
Connect with Jenny here:https://www.linkedin.com/in/jennypatrickson/
Subscribe to the Test Community Network here: https://www.testcommunity.network/
In this week's episode, I discuss the potential for spatial computing to change assessment in the future.
In my interview with Neil we explore:
- What is spatial computing and how is it defined
- How can spatial computing benefit the assessment space?
- How does AI intersect with spatial computing, particularly for assessment?
I also share details about virtual and in-person events and discount for a new workshop series in August Looking Beyond Assessment and AI innovations that will rock the assessment world. https://www.testcommunity.network/aiworkshop
Connect with Neil Redding here:https://www.linkedin.com/in/reddingneil/
Watch his SXSW presentation:https://youtu.be/NdecpodiP8I?si=b6o2rBK2lo6ZH6aQ
Subscribe to the Test Community Network here: https://www.testcommunity.network/
4th July Test Community Network Weekly Update, Testing in Africa with Nigel Gracie
In this week's episode, I speak to Nigel Gracie from Harrison Assessments about the Talent Assessment and Potential Growth and Partnerships in Africa
In my interview with Nigel, we explore:
Potential growth in Africa.
Africa's projected share of the global workforce by 2050?
Which European countries had a noticeable presence at the conference?
I also share details about virtual and in-person events, a new 5-day email course to explore the AI Transformation of Assessment (https://www.testcommunity.network/resource-ai-in-transformation), and a discount for a new workshop series in August Looking Beyond Assessment and AI innovations that will rock the assessment world. https://www.testcommunity.network/aiworkshop
Connect with Nigel Gracie here:
https://www.linkedin.com/in/nigelgracie/
Subscribe to the Test Community Network here: https://www.testcommunity.network/
20th June Test Community Network Weekly Update with Chelsea Dowd & Paul Muir
In this week's episode, I speak to Chelsea Dowd and Paul Muir about their takeaways from hashtag#eAAconf24 and their predictions for the E-ATP Conference in Berlin.
In my interview with Chelsea and Paul we explore:
- The growth of the EAA (eAssessment Association) conference in London, which was the biggest one yet with over 250 attendees per day and a 35% increase in international participants.
- The importance of ethical and responsible use of AI in assessment, highlighted by Professor Barry O'Sullivan.
- The challenges that remain in fully digitising assessments for subjects like maths, specifically bridging the gap between traditional teaching methods and delivering truly digital, interactive maths assessments.
- Chelsea's presentation on international growth strategies for expanding assessment certification programmes.
- And finally, we looked ahead to the upcoming E-ATP (European Association of Test Publishers) conference in Berlin in October.
I also share details about virtual and in-person events in the community and a very special (if slightly badly edited) music treat from the eAA Conference.
For information and links from this episode please visit: https://lnkd.in/eEfqjykN
Connect with Chelsea here: https://lnkd.in/eYWmw2cX
And Paul here: https://lnkd.in/eMcDkBGi
13th June Test Community Network Weekly Update with Krista Pederson from Asia ATP
In this week's episode I will be talking about testing in Asia ahead of the final call for papers for the 2024 Asia ATP Conference in November.
In my interview with Krista we explored:
- The upcoming Asia ATP conference in Bangkok this November.
- The differences in adoption of digital testing across Asia, with some countries embracing technology while others remain cautious.
- The importance of understanding the unique practices, values, and market nuances of each Asian country.
- Balancing test security concerns with the adoption of new technologies and assessment approaches.
- The growth potential of the testing industry in Southeast Asia.
I also share clips from the recent AI in Assessment Transformation Webinar and updates you can't miss as a testing professional.
For information and links from this episode please visit: https://www.testcommunity.network
Connect with Krista here: https://www.linkedin.com/in/krista-pederson-96bab6a/
Leadership in the AI Transformation of Assessment: Strategies for Success, Innovation & Growth
In this informative webinar, a panel of experts discusses the impact of AI on assessment and shares strategies for successful implementation. The panellists include:
- Steve Connolly, EdTech Strategist and Director of Education Technology at AQA
- Adarsh Sudhindra, Technologist, Innovator and Entrepreneur, Vice President of Growth and Strategy at Excelsoft
- Graham Hudson, Special Advisor to the Assessment Professionals, Consultant and Chair of the eAssessment Association
Key takeaways:
- AI is increasingly being used in formative assessments, item authoring, test construction, remote proctoring, and evaluation of subjective responses.
- When preparing to use AI in assessment, organisations should define clear goals, ensure buy-in from all stakeholders, dedicate resources, and be prepared to adjust course as needed.
- Fostering a culture of innovation requires top-down support, transparent communication, upskilling, and an ethical framework for AI usage.
- Assessment organisations can test the waters by implementing small, incremental AI-powered improvements without putting their brand at risk.
- The future of AI in assessment lies in democratising personalised learning and closing the gap between learning and assessment.
This webinar provides valuable insights for anyone interested in the transformative potential of AI in assessment and offers practical strategies for successful implementation.
Subscribe to the Test Community Network and find a new global view of assessment.
In this week's episode, I share insights into events, podcasts, and platforms for those interested in testing and assessment. In addition, I chat with Adarsh about Entrepreneurship ahead of the upcoming leadership webinar on the 6th June entitled:
Leadership in the AI Transformation of Assessment: Strategies for Success, Innovation, and Growth
Register for the webinar here: https://www.testcommunity.network/live-webinar-from-the-test-community-network?utmsource=podcast
For information and links from this episode please visit: https://www.testcommunity.network
Connect with Adarsh here: https://www.linkedin.com/in/adarshsudhindra/
23rd May Test Community Network Weekly Update with Edtech Strategist, Steve Connolly from AQA
In this week's episode, I share insights into events, podcasts, and platforms for those interested in testing and assessment. In addition, I chat with Steve about the AI Transformation ahead of the upcoming leadership webinar on the 6th June entitled:
Leadership in the AI Transformation of Assessment: Strategies for Success, Innovation, and Growth
Register for the webinar here: https://www.testcommunity.network/live-webinar-from-the-test-community-network?utmsource=podcast
For information and links from this episode please visit: https://www.testcommunity.network
Connect with Steve here: https://www.linkedin.com/in/connollysteve/
In this week's episode, I share insights into events, podcasts, and platforms for those interested in testing and assessment. In addition, I chat with Stuart Martin about Micro-Credentials, what they are, and what the future holds.
For information and links from this episode please visit: https://www.testcommunity.networkConnect with Stuart here: www.georgeangusconsulting.com | https://www.linkedin.com/in/sgamartin
In this week's episode, I share insights into events, podcasts, and platforms for those interested in testing and assessment. In addition, I chat with Dr Mary Richardson from the University College London and the Educational Assessment Group about her free to join online seminar series and her views on the use of technology in national examinations, and how she considers GCSEs to be a huge waste of money and effort.
For information and links from this episode please visit: https://www.testcommunity.network
Connect with Mary here: https://www.linkedin.com/in/mary-richardson-7582351b/
In this week's episode, I share clips from my chat last week with Dr. Richard Nelson, a clip from the It Depends Podcast, and I chat with Nathan Thompson about the IACAT Conference and his views on the future of adaptive testing.
Think adaptive testing is only for the big assessment giants with deep pockets? Think again! Nate shares how new technologies are putting adaptive testing within reach for smaller-scale programs.
Can you really slash testing time by 50-90% while accurately pinpointing each student's ability? Nate explains how adaptive testing achieves this remarkable feat, without sacrificing measurement quality.
ChatGPT for test creation? AI-scored essay questions? Machine learning test algorithms? Nate peers into his crystal ball and explores the fascinating future of adaptive testing, as AI and advanced psychometrics collide.
For information and links from this episode go to: https://www.testcommunity.network
In this week's episode, I share insights into events, podcasts, and platforms for those interested in testing and assessment. In addition, I chat with Dr Richard Nelson from the University of Bradford about his work piloting AI for assessment and course development.
For information about all the events discussed in the episode go to: https://www.testcommunity.network/
In this episode, we hear from Chelsea Dowd from QuestionMark and the chair for the 2024 E-ATP Conference in Berlin. For information about all the events discussed in the episode go to: https://www.testcommunity.network/
🎥 Weekly Test Community Network Update 🎥In this week's video, Tim Burnett shares the latest happenings in the world of assessment and education:🌟 Upcoming Events:AO Forum (May 1st, UK) - a must-attend for those in education & assessmentCEdMA Conference (April 23-24, Atlanta) - customer education management: https://www.testcommunity.network/event-details-public?recordId=rec7kdA9VHPtfEDnJ&utm_source=platform110424Keynote speakers: Donna Weber & Lila MeyerAI in customer education, certifications, assessments, vendor selection & moreOn-demand library available post-conferenceOther Events:School of Disruption AI Ethics WebinarDigital Learning Institute Leadership Skills WebinarScandinavian Technology Transformation (SET) ConferenceUniwise WebinarCambridge Assessment Network Hybrid EventsLearning Technologies & Education Resources Awards (in-person, UK)🎙️ Featured Interview:Kristine Kukich from CEdMA discusses their transition to focusing on individual contributors and professional development within customer education. CEdMA is expanding to include manufacturing and professional training organizations.📈 Test Community Network Updates:Marketplace leaderboard: CertiMe, Finetune, Prometric, Netlog & moreVisit testcommunity.network for links to events, podcasts, and the marketplace. Subscribe to the EdTech podcast and YouTube channel for more weekly updates!#testcommunitynetwork #assessmentevents #customerEducation #sedmaconference #edtech
https://www.testcommunity.network/
This week I chatted with Pat Coates from the e-Assessment Association about the upcoming conference in June.Other updates in this episode:Key events: - AO Forum on May 1st in the UK - International E-Assessment Conference and Awards in June3-day event with national examinations roundtable, AI symposium, keynotes, breakout sessions. Draws diverse attendees from government, awarding bodies, universities etc. - E-Assessment Association (EAA) Special Interest Group webinar on AI in online proctoring on April 30th - EATP Conference in Berlin (details coming soon)Other notable events: - ALT event on generative AI - Digital Learning Institute open day - International Association for Accessibility Professionals hybrid eventCambridge Assessment's Assessment Horizons conference on April 17thTest Community Network marketplace highlights platforms like VAPI, QuestionMark, and PebblePad gaining interestFascinating Connected Papers visualization shared on ChatGPT's role in academia.Stay informed about assessment industry events and join the discussion on the Test Community Network. https://www.testcommunity.network#assessment #testing
https://www.testcommunity.network
Rosie Applin joins me today to discuss an exciting event coming soon. Exciting news from the Assessment Network at Cambridge! 🎓📝 Join their hybrid conference, "Assessment Horizons and Assessment Principles: Navigating the Future Together," on April 17th, featuring a stellar lineup of speakers and presentations. 🌟 Key highlights: - Keynote sessions by Sarah Hughes and Imogen Casebourne on the "Futures of Assessments" report, looking ahead to 2050 and the impact of climate change, AI, immersive assessments, and wellbeing. 🔮 - Morgan Dee from Educate Ventures Research will discuss the current AI landscape in assessment, including personalized feedback tools, automated grading, and ethical implications. 🤖 - A diverse mix of assessment professionals from various sectors will share their insights and perspectives. 🤝 Don't miss this opportunity to shape the future of assessment! Register now for in-person (by April 3rd) or online (by April 15th) attendance. 🎟️ Other upcoming events: - e-Assessment Conference and Awards (submissions due April 7th) - Excel Soft Technologies webinar on AI-powered micro apps (April 4th) - Constructor webinar on Efficient Certification Delivery - ICE webinar on AI - American Board for Nursing Specialties spring meeting - AO Forum (May 1st) - E-ATP (October 23rd-30th, Berlin) - EAA conference with AI symposium (October 10th-12th) Stay tuned for more updates from the Test Community Network! 📡🌐 #AssessmentFuture #AI #EdTech
🎙️ New episode alert! 🎙️ Catch the latest weekly update from the Test Community Network. 📣Highlights:✅ AO Forum event on May 1st in London 🇬🇧Insights & updates from regulatorsEducational policy expert Steve Besley discusses potential government changesPanel discussion with IFATE, Qualification Wales & CCEANetworking opportunity for awarding bodies & EPAOs✅ New "It Depends" podcast episode on cut scores with Tim & Amanda 🎧Why 70 is often chosen as the default cut scoreImportance of reviewing and validating cut scores over time✅ Other upcoming events & webinars:Learn Austria 🇦🇹Open Badges 3.0PSI podcast on assessment in businessVisit the Test Community Network platform for links to all the latest events and podcasts in the assessment world! 🌐#testcommunitynetwork #aoforum #itdependspodcast #assessmentevents #psychometrics
🚨 New feature alert! 🚨 The Test Community Network platform now has a chatbot to help you find events! 🤖💬Discover a world of assessment events, podcasts, and resources on our platform. 📅🎧📚✅ 150+ events listed✅ Personalized event recommendations✅ Weekly event updates via email✅ WhatsApp channel for instant notifications✅ 400+ assessment service & tech providers✅ Free courses on AI and moreTry out the new chatbot and let it guide you to the perfect event for your needs! 🗣️🔍Join the Test Community Network today and let us be your bridge to a more diverse world of assessment! 🌉🌍#testcommunitynetwork #assessmentevents #chatbot #edtech
Be proud of what you have achieved in 2023, celebrate your achievements by sharing them on LinkedIn.
Join the conversation here: https://www.linkedin.com/posts/tburnett_its-time-to-celebrate-your-achievements-activity-7141881656574951424-0VyR?utm_source=share&utm_medium=member_desktop
⏱ = 👌 In summary:
As we start saying goodbye to 2023, it's time to start planning your knowledge journey for 2024.
Events to attend will definitely be on your agenda, that's why I've pulled together a global list of events planned for 2024, and you can access them today!
Join the new Test Community.Network to make firm plans for 2024.
⏱⏱ = 👏 More detail:
Whether online or in-person, events are a great way to build your knowledge and understanding of the global testing landscape.
The best ideas I've ever had have been born whilst attending events.
They're like factories for creative thinking and a great way to discover something new and learn from the lessons of others.
Events happening straight after the holidays include a wide range of topics:
- Ethics in artificial intelligence, strategic planning for the future.
- Practical skills in math and English.
- Originality in academic tools.
- Lessons in understanding the dynamics of further education and skills.
⏱⏱⏱ = 💪 Further reading:
Looking for a preview?
Go on then, take a look at what's install for 2024 with a preview of January and see all the events you missed in 2023.
Test Community.Network 2024 Preview
⏱ = 👌 In summary:
If you’re not reaping the full benefits of being part of a community. You might be missing out on valuable insights, connections, and opportunities to grow both personally and professionally.
Being an active member of a community doesn't mean just scrolling through posts or occasionally commenting.
It means engaging in meaningful discussions, offering support, sharing resources, asking questions and being genuinely interested in the growth and well-being of others.
In today's world, business is more than just transactions. You might think you’re selling business to business, but in fact, you’re selling people to people.
⏱⏱ = 👏 More detail:
What does a good community look like?
The perfect community is a space where you can share your story, and your experiences, and listen and learn from the stories of others.
A community doesn't like to be sold to. And don't get confused between a community and an audience.
When you're actively engaged in a community, you are in a unique position to understand the real needs and desires of your target audience.
You're not just another faceless entity trying to make a sale; you're a valued member of a community that understands and empathises with its members.
Not everyone will agree with you all the time, but that should never be a reason to hold back.
If your business is marketing and selling products and services that make a difference, you need to know as much as you can about the problems people face and the lives of the people you're trying to help.
Being active in your community is part of that process.
⏱⏱⏱ = 💪 Further reading:
What are the benefits?
- Communities are a breeding ground for innovation.
- Communities are a space to learn about the problems of others and to truly understand your customers and prospects.
- Communities are a place to find solutions to your own problems, and to grow and learn from that advice.
- Finally, being an active member of a community can boost your credibility and influence.
For further listening on this subject in the context of Edtech, I recommend episode 222 of the Edufuturists - The power of community roundtable.
If you're not an active part of your community, then make a commitment to raise your game.
⏱ = 👌 In summary:
The Edtech Awards are open. Enter by the 12th October and it will cost you $399.00.
Enter before the 28th September and it will cost you less.
Three options:
- Cool Tool
- Leadership
- Trendsetter
Enter these awards here: https://edtech.awardsplatform.com
⏱⏱ = 👏 More detail:
The best time to win an award was last year, the second-best time is now.
My top tip for awards is that even if you don't win, you learn so much about winning AND you come away from the process with case study materials which you would never have found the time to gather.
Entering an awards programme can be a Win-Win moment for your business.
⏱⏱⏱ = 💪 Further reading:
How to win an award is very much down to the awards programme you're entering.
This year I had the joy of managing the e-Assessment Awards, and although they are a complex awards programme to administer, they are worth it.
I'd be more than happy to sit down with you and talk you through my observations on the difference between winners and losers.
I can not make any guarantees about winning the eAA awards, or any others. But I can certainly give you some ideas to help you stand out.
Schedule a call if you would like to discuss >
⏱ = 👌 In summary:
This week has seen the assessment industry descend on Dallas for the 2023 Innovations in Testing Conference.
The exhibition hall was full of products and services to wow the buying public.
It was very clear who was chasing whom. But it takes more than pens and prizes to stand out.
In order to stand out, you need to set your marketing disrupter to stunning.
⏱⏱ = 👏 More detail:
TEDx speaker Stan Phelps opened the conference with a great keynote. You’ll remember him for his marketing campaign to float a giant M&M past the statue of liberty and build a picture of the KFC Colonel so big, you could see it from space.
Not ringing any bells? Well, never mind, look them up. They’re impressive. And expensive.
You and I don’t quite have that budget. But he did have some good points to make about how you could make a difference and how you should disrupt your market.
⏱⏱⏱ = 💪 Further reading:
During his presentation, he was clear in pointing out that you can’t change your competition and you can’t change the economy among other things. You potentially can’t control what you do as a business. But you can control how and why you do it.
As a marketer in Edtech and assessment, you probably have many opinions about what your company should be doing. But often, you have little or no influence over it. Chances are your CEO doesn’t have much control either.
However, if you can’t disrupt the market with your products and services, you can disrupt it with your marketing, and you don’t need much money to do it. In fact, the less money you have, the more creative you can be.
Your mission, should you choose to accept it, is to take a good long look at your competition and with just £/$100, come up with a marketing campaign so creative, it will knock the competition to the ground.
Give it a go, and let me know how you get on.
⏱ = 👌 In summary:
I think my students are getting bored with me talking about personas, audience research and segmentation. There's a good reason why I talk about it so much. It's the foundation of marketing!
So why do you ignore it?
On Tuesday, 14th March, at the Innovations in Testing Conference in Dallas USA, I'll stand up to talk about personas. It's all very exciting.
The main point I'll be making is don't assume you know your audience. Please make an effort to get to know them better. In the end, you will benefit.
⏱⏱ = 👏 More detail:
I've worked with several people and companies over the years who 'think' they understand their target audience. The thing is, they don't.
They meet one person, listen to their story and work on the assumption that everyone else has the same story to tell.
It's easily done, but that's why we do persona research. It's not the silver bullet, but it gets you one step closer to having a better offer for the multiple individuals you work with.
⏱⏱⏱ = 💪 Further reading:
During the session, Neil Wilkinson and I will use persona research in Test Development as the use case for a persona exercise.
Neil will bring the assessment expertise. I hope to bring my marketing toolkit.
I'll be talking about the tools and techniques I use for persona research and taking a glimpse at some AI tools that can help.
If you can't make the session at Innovations in Testing, schedule a 15min chat and I'll give you a personal tour of my toolkit.
Schedule a call if you want to talk this through.
⏱ = 👌 In summary:
If you’ve not already started thinking about your 2023 marketing plan, then now is better than never.
Early indications suggest that for some, it will be a lean year for sales, but that doesn’t mean you should stop marketing. Just be wise regarding how you go about it.
Many customers of IT services are looking to consolidate their solutions, helping them to save some cash. Before you start rethinking your lean strategy, you need to be clear about your targets and their needs and pains.
My top tip, get a list of all your prospects started in Airtable. It’s the best way to capture valuable and presentable data.
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Once you have an ordered list, it’s time to apply some extra layers.
You must look for patterns that will help you focus your efforts. For instance, if you know who is going to renew this year, then add that data, but also the value they bring to your business. Not all customers are wanted.
Look for other patterns that match your perfect customer profile. Data such as:
- For investment news, check out Crunchbase.
- Employment growth, LinkedIn sales navigator can help.
- Social media followers, LinkedIn can help with current numbers, and ChatGPT can give you historical data.
- Objectives for the years to come: Search for their annual reports. Some contain some real gems of data.
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Knowing all this information is essential, it will give you insights, focus and the edge. If you prioritise at the start of the process, then you don’t need to research everyone in-depth now. Some you can save for later.
Several clients have already asked me to do this, so if you haven’t, you are already behind.
But what channels do you use? Email, events, paid search? This will depend a lot on your prospects and your abilities. The important thing is to act. You can go back to my past newsletter on Pixel Perfection V Relevance.
For further ideas, I suggest listening to this podcast '2023's Top 6 Marketing Strategies' from Marketing Against the Gain for more ideas.
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If you're tired of ChatGPT being seemingly down due to too many users then worry no longer, ChatGPT Plus has arrived.
For $20 a month, you can have constant access to the power of ChatGPT.
If you like the idea but have yet to find a decent application for the tech over and above writing poems, read on.
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This week I have connected my 3 favourite platforms. Airtable + Zapier + ChatGPT
Airtable is the most awesome database which you can customise to present data visually. You may have seen me use this if you are a client. The data looks great, is searchable and can be imported into your CRM or similar. $24 per user per month for the pro plan.
Zapier is a bridge, an easy-to-use tool that lets you connect the APIs of one platform with another. So pretend you have a new attendee to an event in Eventbrite. You can instantly add them to your CRM platform via Zapier, simple. $20 for 750 tasks per month, the example given with Eventbrite will cost you 2 tasks per run, every step is a task.
Plug Airtable into ChatGPT, and the world explodes in a good way. API access is in cents. It's tiny.
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If you want a quick demo of this, then just ask. But I'll give you a quick insight.
Prospect research use case. I have a list of 250 company names in Airtable, I want to know what they do and what their company web address is. In Airtable, I created a formula using the company name: What is the history of 'Company Name' in 25 words. This can be done in Google Sheets as well, but using the formula function, you now have a list of 250 individual questions at the push of a button.
Paste these individually in ChatGPT, and you'll be there for the whole day.
But, by using Zapier, I can connect the list of questions and insert them as prompts on mass into ChatGPT. ChatGPT (Open AI), then returns the response to Zapier which then updates the corresponding cells in my Airtable database.
What would have taken me days of copying and pasting has taken me minutes. This is not AI taking my job. It's giving me more time to do a better job for my client. I can't stress enough how simple this is.Schedule a call if you want to talk this through.
Hello and welcome to the Edtech Marketing Tips & Trends with me Tim Burnett a marketing and community specialist working in the edtech space.
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Life is moving at an incredible rate. Before long, it will be easter, the summer, and then blink! I'll be wishing you a happy new year again.
If anything, recent world events have taught us that we need to stay on top of our game, keep up the pace and get ready to pivot at any moment.
This applies to your marketing. If you sit still for too long, your competition or international events will make you irrelevant.
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So why bring this up? Am I just being mean? No, not at all. I'm here to help you. What it does mean is that you have to carefully balance the effort you are putting into your campaigns with the timing and distribution.
If you're highly polished, pixel-perfect campaign arrives a moment too late, then all that effort and opportunity will have been for nothing.
Over the years, I've aspired to be an agile marketer. I've always tried new ideas to stand out from the crowd. For me doing and learning is way better than sitting and thinking.
For the most part, this approach has paid off. I know my former team used to moan when I suddenly presented them with a new technology or idea at the last minute. But I believe, the brand I represented was better for it.
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The inspiration for this week's newsletter comes from the Marketing Against the Grain podcast in an episode called 'The 7 “First Principles” Of Marketing'. It's well worth a listen.
The particular point made in this episode that I feel I can connect with is that if you try to make your campaign pixel-perfect and you try to polish and win the game with a set piece free kick, you'll either miss your chance or just blend into the crowd and fail to differentiate.
"Perfection normally leads to sameness, you will fall into that best practice trap, and then you end up in the sea of sameness."
Nobody wants to be in the sea of sameness. Take a lesson from the many platforms and services you're marketing or selling. I doubt they were perfect at launch. The ones that were, you'll bet you've never heard of.
It's time to look at your biggest competitor
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Where do you see yourself at the moment when you look at the competitive landscape? Are you at the top of the food chain? Or is there someone bigger than you?
Well, in short, you should know precisely who that big fish is, the T-REX of your industry and you should be focused entirely on them.
If you haven't given your competition a second thought for some time, then more fool you. What if you're at the top of the pile? Well, there is still something for you below.
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In his book, 'Behind the Cloud' by Marc Benioff, Marc provides 111 'Plays' relating to his journey as Founder, CEO and Chairman of Salesforce.
Play #20: Always, Always Go After Goliath, states that they only ever acknowledged one competitor, the market leader. The logic for this was 'that was the only position for which we were vying'.
In Edtech, there are many different Goliaths, mainly because there are so many niche areas. Regardless of this, I think this is sound advice. If you're talking to a prospect, only talk about how you compare to the biggest player. Don't publicly give the smaller competition the time of day.
As Marc goes on to explain: 'it cast us in the right role as the underdog and the visionary... Everyone roots for you.'
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Well done, you've got to the real purpose for this week's topic. Before you head to the next conference, rolling up your sleeves and ready to pick a fight, think about how David supposedly took on his Goliath.
Going head-to-head with the biggest player in the same race with the same tactics is going to be a long and hard race.
Instead of charging straight at the enemy like the Light Brigade, outflank them, 'go after the status quo'. Be smart, just like Salesforce did when it took on the enterprise software industry.
BUT, don't be an arse. The industry is too small for idiots to go unnoticed. You're part of a community that values respect.
My only advice to finish is: Buy the book.
Thank you, to Jeremy Carter for introducing me to Behind the Cloud.
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In case you've missed it in the news or you've been off the grid, Open AI launched ChatGPT-3 and since December the internet has changed forever.
"I am a computer program that can talk and answer questions like a person. Think of me as a really smart robot that can understand and respond to what you say." ChatGPT
The platform was first launched in 2020 and has been trained on data upto 2021, it therefore has limited knowledge of the world and events after 2021. Despite this and the fact it is a research project, it is one of the most powerful tools available, for now.
Play with it via the front door: https://chat.openai.com/chat
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Examination and awarding organisations are watching developments closely and there has been a lot of chatter on the subject, especially relating to the opportunities for cheating.
For marketing:
"ChatGPT automates marketing tasks and generates personalized content, resulting in improved marketing efficiency and effectiveness." ChatGPT
Additional marketing uses:
- Audience segmentation
- Persona research
- Marketing communications and content.
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2023 is going to surprise us continually. There's talk of the Bing search function being merged with ChatGPT making its search data real-time. Google is working quickly and quietly on their version called Sparrow, which could be available in Spring.
What will potentially change:
- How we search
- Where we search
- How people find your business
- How advertising works
"AI won't replace humans. Humans using AI will." Unknown
⚠️ Obviously, be careful what personal or confidential data you share, but if you're not using AI to augment your work, you may fall behind.
One big unknown is copyright. ChatGPT is trained on data from the internet, other people's copyrighted data. Who owns the results?
Further reading and help:
- There's an AI for that: https://theresanaiforthat.com/
- The future of AI in marketing: https://listen.hubspot.com/public/83/Marketing-Against-The-Grain-fc89af93/53ab1c11
- For edtech and teaching updates, follow Dan Fitzpatrick: https://www.linkedin.com/in/danfitz86/
- ChatGPT 'Backdoor': https://beta.openai.com/playground
Back in the early days of digital marketing, having your name at the start of an email and mentioning your company seemed a nice touch. It was a welcome experience.
These days, people see past simple personalisation, and drawing on personal information about your family and life, well that does seem a bit too creepy.
What matters more these days, seems to be understanding their pains and their industry. Like trying to do more marketing, in a competitive and specialist industry, when you have no time, money or experienced team members.
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This might seem like a little more effort, and perhaps something you will want to reserve for a specific targeted campaign.
The more time you spend researching your prospects and the challenges they, and their business face (remember, even though we’re talking B2B, we’re still dealing with individuals), the better received your content will be.
So my advice is to prioritise your audience, and segment. Spend a little time researching the needs of the few, rather than the boring facts of the many.
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If you want to hear what other people have to say about this topic, then I suggest you listen to Randy Frisch talk about the meaning of personalization on the Martech podcast >
Or, feel free to book a quick call with me and we can have a chat about how I can help >
Welcome to the Edtech Marketing Tips and Trends Newsletter with myself, Tim Burnett: Edtech Marketing Consultant & Assessment Community Champion
This week I’m introducing you to customer journey maps.
Before I do, if you like this podcast then subscribe on your app or if you want it as an email visit www.educationtech.consulting and register there for my email newsletter.
Now onto this short introduction to a customer journey map and how you can access my interactive version on Miro.
A customer journey map is an essential tool in your marketing toolkit.
It's a visual mapping tool that helps you plot the steps your customers take, from knowing nothing about your business to being your best marketing asset. And in my version, how you can then use them in the community to promote your business for you.
It also helps you spot your strengths and weaknesses so you can focus your energy.
View the interactive version here to create your own customer journey map >
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You can use a customer journey map for one or all of the journeys a customer takes. To start with, just focus on a social media channel, and plot your customers journey from someone who doesn't know you exist to a loyal friend that can't stop talking about you.
Use the example journeys I've created and place them on the map. Change the colour to show steps that you are good at and those that you are poor at. Change the size of the steps to indicate priority.
If you end up with some big red circles, then focus on them over the coming weeks and think about how you might improve the journey.
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One of the reasons why I have designed the map in this way is because I believe that every champion needs to be channelled back into the community.
Being active within the community is essential. If you don't undertake any activity in the community, then this should be addressed immediately. Just exhibiting doesn't count as a community activity :)
You may notice that there is an 'Assessment Community' as well as a 'Specialist Community'. This is because many of the organisations that run assessment programme don't always hang out in the traditional assessment community locations. You have to go and find them in their native environments.
Welcome to the 🚀 Edtech Marketing Tips & Trends Podcast Channel
Follow and connect with Tim: https://www.linkedin.com/in/tburnett/
Register for the email version of this newsletter: https://educationtech.consulting/
About Tim Burnett
My mission is to build thriving communities within the educational technology sector. I'm an experienced and active member of the global educational technology community. I am enthusiastic about the evolution of learning & assessment, passionate about building communities and have a strong reputation for the creative use of technology in marketing. I have grown a personal network stretching from North America, Europe and Asia to Australia and New Zealand.
I love to meet interesting new people to share ideas with and collaborate on exciting projects. Since my days as a trainee teacher, I have been interested in advancing learning and assessment through the fair and innovative application of technology. I'm proud to be an active member of the education community. I have delivered award-winning events which have brought together diverse global communities during challenging times. Since 2021, I have worked as a marketing and community consultant, supporting some of the most innovative and well-respected providers of technology in education.