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Multimedia Presentation: Rosetta Stone
Running Heading: MULTIMEDIA PRESENTATION: ROSETTA STONE
Multimedia Presentation: Rosetta Stone
Regina Wright
Walden University
Ed.S. in Educational Technology
Diffusion of Innovations
EDUC – 7101-2
Summer 2009
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Multimedia Presentation: Rosetta Stone
Slide 1:
Title Slide
Welcome to the presentation of Adopting Rosetta Stone Software into our district for Foreign
Language instruction.
Slide 2:
Agenda
Narration: We will review the relative advantage of this innovation through our District, Needs
Assessment, and the solution.
Slide 3:
Our District
Narration: In our school district, we support the study of Foreign languages. We have recently
become an International Baccalaureate district to encourage the learning of languages from K12. We serve a community of diverse nationalities. We have a number of families where English
is not spoken at home.
Slide 4:
Computer & Globe
Narration: As society becomes more technologically advanced we are able to communicate
worldwide more than ever before.
Slide 5:
What we need as a district?
Narration: Incorporating a foreign language software program will allow us to prepare our
students globally and technologically. In addition, we will be ensuring inclusion and respect for
the community that we serve.
Slide 6:
Solution: Rosetta Stone
Narration: The solution for our district.
Slide 7:
Rosetta Stone Logo
Narration: The solution is Rosetta Stone. Rosetta Stone is a program that offers instruction in
over 30 different languages. “Rosetta Stone Classroom” will fulfill our district’s needs, offering
classroom and independent instruction. It correlates to state and national standards for English
as a Second Language (ESL),World Language studies and technology. (Schools)
Slide 8:
Lead Thinkers
The lead thinkers of this innovation were Allen Stoltzfus and his brother-in-law John Fairfield.
Stoltzfus was interested in foreign language instruction by using the immersion method.
Fairfield was a computer science professor. Working together, they combined immersion style
learning and technology. (Lazo, 2009)
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Multimedia Presentation: Rosetta Stone
Slide 9:
Who uses Rosetta Stone?
Narration: Rosetta Stone customers include the U.S. Army, Department of Homeland Security
and the State Department's Foreign Service Institute in Arlington. The majority of Rosetta
Stone's sales are made directly to consumers, through retailers such as Apple, Barnes & Noble
and Borders bookstores.
(Lazo, 2009)
Slide 10:
Multimedia
The company produced the first version of Rosetta Stone software using early multimedia
technology on CD-ROM. Immersing language learners in a foreign world of pictures, voices,
words and shunning any translation. (Rosetta Stone.com) Today, the program still is available in
CD-ROM, plus it is hosted online especially designed for school districts, colleges, and
universities, businesses and sectors of the government.
Slide 11:
Rosetta Stone Decision Process
Narration: Between the years of 1992 and 1998, Rosetta Stone was introduced to the public. At
this point in time, the public was learning about the advantages and disadvantages of this system.
With increased knowledge, persuasion was possible. (UNITED STATES: Securities and
Exchange Commission, 2009) In 2003 Rosetta Stone acquired a new CEO with International
Business experience. Rosetta Stone was sold in over 150 countries. In 2006, the company was
purchased by two investment companies. This implementation has made Rosetta Stone grow in
popularity around the world. (UNITED STATES: Securities and Exchange Commission, 2009)
Slide 12:
Rosetta stone chart
Narration: Rosetta Stone incorporates pictures, activities, voices and words in an immersion
setting. This will enable teachers to incorporate the vocabulary and grammar in practical
situations. “It distinguishes itself from other language-learning tools by helping users develop
everyday proficiency naturally, the same way people learn their first language -- by linking new
words with real-world objects and events.” (newsblaze)
Slide 13:
Packaging
Narration: The Rosetta Stone package is a yellow box with a picture of the “Rosetta Stone” on
its label. The Rosetta Stone is an ancient tablet of hieroglyphics that represents ancient
languages. (newsblaze) Packaging: (Rosetta Stone)
Slide 14:
Where Rosetta Stone can be purchased
Narration: Rosetta Stone can be purchased in local bookstores, at the airport or online.
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Multimedia Presentation: Rosetta Stone
Slide 15:
Rosetta Stone logo--Dynamic Immersion Theory
Narration: Foreign languages are taught through Rosetta Stone’s creation of the "Dynamic
Immersion method". The goal is to teach languages the way first languages are learned. The
benefit is the use of technology to do so.
(Rosetta Stone)
Slide 16:
Fairfield Technologies Development
Fairfield Language Technologies was developed 1992. The company produced the first version
of Rosetta Stone software using early multimedia. In 1998, technology was more advanced and
Rosetta Stone could be distributed, and began to flourish. (UNITED STATES: Securities and
Exchange Commission, 2009)
Slide 17:
Knowledge
Narration: Rosetta Stone can be installed in our classrooms and computer labs, either on one
computer or a network of computers. It can be included on our district’s website, allowing for
asynchronous instruction for students, parents, and teachers alike. Rider University in
Princeton, New Jersey, uses Rosetta Stone for just this purpose. The ability to work flexibly has
grown in popularity.
(Rosetta Stone Ushers in Rider University’s 21st Century Transformation)
For further case study information, refer to: http://www.rosettastone.com/schools/solutions/casestudies/rider
Slide 18:
Educational Institutions
Narration: Educational Institutions are the biggest consumers of this product.
Slide 19:
Educational Institutions---chart
Narration: As an International Baccalaureate district, Rosetta Stone clearly will benefit our k-12
levels.
Slide 20:
Language & World Geography
Narration: Teachers can use the language and geography lessons to supplement their plans.
Slide 21:
Self Study
Narration: Language study can be done asynchronously through our website. Non-English
speaking parents can learn English. Teachers and Administrators can learn an additional
language. Homeschooled or tutored students will have this same ability. With the future of
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Multimedia Presentation: Rosetta Stone
education moving towards online education, our district will already be prepared to follow suit.
(Schools)
Slide 22:
Business Communication
Narration: We will be preparing our students for a global business world.
Slide 23:
old classroom and new classroom
Narration: Compatibility is achieved by combining traditional teaching methods with
technology, students will be receiving a well-rounded opportunity to learn and improve their
language skills.
Slide 24:
Laggards/Late adopters/Skeptics
Narration: Some veteran teachers may be reluctant to incorporate Rosetta Stone. Some
language teachers claim that its method lacks cultural perspective. (News:Rosetta Stone IPO has
investors talking, 2009) There will be those who will want to see just how effectively a teacher
can use this program to enhance language learning before they agree to adopt. (News:Rosetta
Stone IPO has investors talking, 2009)
Slide 25:
Innovators/Early adopters
Narration: Our innovators are the foreign language teachers and the ESL teachers who are
looking for new ideas. Our early adopters are those teachers with access to computers.
(Primarily those teachers who feel the most comfortable with technological use). (Rogers, 2003)
Slide 26:
Attributes for Adoption
Narration: The program has a relative advantage of taking the school system into a new
direction with technology. Students of all ages can learn a variety of languages. Teachers will
be able to draw connections to their styles and adapt them to the new technology. The program is
one that can be observed during the diffusion process and adapted to the needs of the system.
Slide 27:
Centralized approach
Narration: Because foreign language is not a core subject, it would be best to use a hybrid of
centralized and decentralized approaches. Centralized approach in the beginning is research and
development, to change agents, to opinion leaders. (Rogers, 2003)
Slide 28:
Decentralized approach
Narration: Once the Innovator stage is reached the diffusion will become linear where the
innovators (teachers) will share and train their peers in their respective buildings.
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Multimedia Presentation: Rosetta Stone
Slide 29:
Critical Mass
Narration: Rosetta Stone® has been adopted by thousands of schools around the world as an
integral part of their language-learning curriculum. Rosetta Stone is successfully blended into
World Language or English as a Second Language programs in primary, secondary and higher
education environments. According to Rogers (2003, p. 363) this is a sequential interdependence
effect on later adopters.
Slide 30:
S-Curve
Narration: As you can see by this chart, Rosetta Stone has been successfully adopted by many
who seek to improve their language learning. It is one of the top asynchronous foreign language
programs sold today. Used successfully by: NASA , Pitney Bowes, U.S. State Department, U.S.
Army, and 10,000+ schools.
(UNITED STATES: Securities and Exchange Commission, 2009)
Slide 31:
Change Agents
Narration: For Rosetta Stone to be successfully adopted in our district, we will need key change
agents to introduce it to the teachers.
Slide 32:
The Change Agents
Narration: For this particular innovation, the change agent will be either the curriculum &
instruction administrator or the foreign language department chair(s). These are the people who
are experienced and know the National and State Standards. They are the ones who can
communicate with the teachers through professional development.
Slide 33:
Seven Roles for the Change Agents
Narration: In order for the change agent to be effective, they need to follow seven steps. 1.
Remind our teachers that we need to be globally and technologically focused in our instruction.
2. The change agent must be available for questions and concerns. 3. He/she needs to understand
the program well enough to diagnose problems. 4. The change agent will need to show the
effectiveness of this program.
Slide 34:
(Cont.)Change Agents
Narration: 5. The change agent/opinion leader will need to communicate with the teachers. 6.
The change agent should encourage teachers to refer to the peer section of Rosetta Stone’s
website, for collaboration. (rosettastone.com) 7. The change agent should allow the teachers to
explore the program on their own.
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Multimedia Presentation: Rosetta Stone
Slide 35:
Opinion Leaders
Narration: The teachers are the key to making Rosetta Stone successful. A few teachers from
each building should try this program and present this information formally to the staff during
professional development time.
Slide 36:
Our District
Narration: Our district is an International Baccalaureate district. We currently offer foreign
language study in the elementary level through the high school level. Our students and
community are made up of diverse backgrounds.
Slide 37:
Champion
Narration: As a Foreign Language teacher, I often look for innovative ways to make language
learning meaningful and exciting to my students. Rosetta stone does just that.
Slide 38:
Champion
Narration: I look forward to working with the staff, to encourage them in the adoption of this
program. I will start out with the opinion leaders and change agents to incorporate Rosetta
Stone . As time progresses, I will check back to see if there are any concerns or suggestions to
make the program more beneficial. Periodic professional development sessions will allow for
perspectives of the progression.
Slide 39:
Together
Narration: Together we can make our school district continue to stand out among others. We
will teach our students to be technologically and globally well versed in preparation for their
future!
Slide 40:
Videos online
Videos To Review for Rosetta Stone:
World Languages:
http://teachertube.com/viewVideo.php?video_id=117708&title=Foreign_Language_Study_Bene
fits&ref=Rvw337
How Rosetta Stone Works:
http://www.youtube.com/watch?v=D_YwOYqNJK0
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Multimedia Presentation: Rosetta Stone
Rosetta Stone Course:
http://www.youtube.com/watch?v=6b-HrL-nsmA
Rosetta Stone--Free Demo:
http://www.youtube.com/watch?v=pDs6hRcL2jM
Rosetta Stone is Interactive:
http://www.youtube.com/watch?v=3GPN2_QKTZk
Slide 42 &43 Rosetta Stone Decision Process Websites
 http://en.wikipedia.org/wiki/Rosetta_Stone_(software)
 US Securities & Exchange: http://yahoo.brand.edgaronline.com/DisplayFilingInfo.aspx?Type=HTML&text=%2526lt%253bNEAR%252f4%
2526gt%253b(%22PHILLIP+A%22%2c%22CLOUGH%22)+%2526lt%253bOR%2526
gt%253b+%2526lt%253bNEAR%252f4%2526gt%253b(%22PHILLIP+A.%22%2c%22
CLOUGH%22)&FilingID=6484556&pp
 http://www.rosettastone.com/schools/solutions
 http://newsblaze.com/story/2006010611260200001.mwir/topstory.html
 http://www.washingtonpost.com/wpdyn/content/article/2009/05/10/AR2009051002063.h
tml?hpid=sec-tech
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Multimedia Presentation: Rosetta Stone
References:
Copeland, M. V. (2009, April 14). IPO watch. Retrieved July 17, 2009, from Fortune:
http://money.cnn.com/2009/04/14/news/companies/copeland_rosetta.fortune/index.htm?s
ection=magazines_fortune
Fairfield Language Technologies, Creator of Rosetta Stone(R) Language-Learning Software,
Completes Management Buyout. (2006, January 6). Retrieved July 10, 2009, from News
Blaze: http://newsblaze.com/story/2006010611260200001.mwir/topstory.html
Gregory, S. (2009, April 25). Rosetta Stone: Speaking Wall Street's Language. Retrieved July
17, 2009, from Time:
http://www.time.com/time/business/article/0,8599,1893858,00.html?xid=rss-topstories
Lazo, A. (2009, May 11). On Wall Street, Rosetta Stone Tries New Lingua Franca. Retrieved
July 11, 2009, from The Washington Post: 
http://www.washingtonpost.com/wpdyn/content/article/2009/05/10/AR2009051002063.h
tml?hpid=sec-tech
News:Rosetta Stone IPO has investors talking. (2009, May 28). Retrieved July 10, 2009, from
Virginia Business.com: http://www.virginiabusiness.com/index.php/news/article/rosettastone-ipo-has-investors-talking/200326/
Our History. (2009). Retrieved July 17, 2009, from Rosetta Stone:
http://www.rosettastone.com/global/history
Reeves, A. (2009, April 6). Rosetta Stone's Soaring Sales Teaching Wall Street To Say 'Buy' .
Retrieved July 10, 2009, from Investors.com:
http://www.investors.com/NewsAndAnalysis/Article.aspx?id=473274
Rogers, E. (2003). Diffusion of Innovations. New York: Free Press.
Rosetta Stone. (n.d.). Retrieved August 5, 2009, from Dominion Carton:
http://dominioncarton.com/products.php?view=detail&id=73
Rosetta Stone Ushers in Rider University’s 21st Century Transformation. (n.d.). Retrieved June
9, 2009, from rosettastone.com: http://www.rosettastone.com/schools/solutions/casestudies/rider
UNITED STATES: Securities and Exchange Commission. (2009, March 17). Retrieved July 20,
2009, from EDGAR online: http://yahoo.brand.edgaronline.com/DisplayFilingInfo.aspx?Type=HTML&text=%2526lt%253bNEAR%252f4%
2526gt%253b(%22PHILLIP+A%22%2c%22CLOUGH%22)+%2526lt%253bOR%2526
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Multimedia Presentation: Rosetta Stone
gt%253b+%2526lt%253bNEAR%252f4%2526gt%253b(%22PHILLIP+A.%22%2c%22
CLOUGH%22)&FilingID=6484556&pp
Visser, S. (2009, June 8). Clayton blazes trail with bilingual school. Retrieved June 16, 2009,
from Atlanta Metro News ajc.com:
http://www.ajc.com/services/content/metro/clayton/stories/2009/06/08/clayton_bilingual_
school.html?cxtype=rss&cxsvc=7&cxcat=
Will Profits Be Written in Rosetta Stone? (2009, April 16). Retrieved July 11, 2009, from
CNBC.com: http://www.cnbc.com/id/30244504/