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Principal Consultant
Dr Robin PetterdFounder of Sprout Labs
LearnD helpsorganisationscutthrough inefficiencyandcomplexitybyarchitectingalearning&knowledgeecosystemthatisbusinessfocused,customercentricandcosteffective.
SproutLabsbuildsdigitallearningplatformsthatenableyouandyourteamtoauthor,deliver andmeasure highimpactdigitallearningecosystems.
• Howtodesignalearningcampaigntohelpactivatelearning
• Howdigitaltechnologieshavechangedmarketingandwhat
canL&Dlearn– thisincludespersonalisationand
automation
• Howtousespacedandsubscriptionbasedlearning
approachestoincreaselearningtransfer
• Anewdesignframeworkforlearningcampaigns
• Aninteractivecasestudy
Wewilldiscuss…
Upto45%oflearningisnotappliedonthejob
CEBresearch2014
Implementation=MotivationxAccountabilityxVisibilityxFollow-up
JackZenger,JoeFolkman andBobSherwin
Learning Marketing
Itshouldbeaboutchanging behaviour
Influencing abuyertomakeachangee.g.buyanewproductorservice
Product Price
Position Promotion
Marketing101- the4P’s
Product Price
Position Promotion
Marketing101- the4P’s
Whatwethinkaboutwhenwehearthewordmarketing
Whenyouheartheword"campaign"whatdoyouthinkabout?Yourthoughts …
Seriesofevents,collateral,visual,overtime
Longtermapproachtopromoting learning, staggeredapproach
Ongoing activities
Targeted,multi-phase,highlyorganised,multichannel
Stagesofchange– model
UnawareContemplatingPreparationforactionAction/TryingMaintaining
Stagesofchange– model
UnawareContemplatingPreparationforactionAction/TryingMaintaining
Marketing
Sales
Customer
Nurturing
Stagesofchange– model
UnawareContemplatingPreparationforactionAction/TryingMaintaining
Marketing
Sales
Customer
Thecourse
Novisibilityorfollowup
Individualmotivationsareoften ignored
Not“segmented”
Nurturing
3waysdigitaltechnologieshavechangedmarketing
Thefocusisnowoneducation
Marketinghasbecomedatadriven
Marketingautomation
Thefocusisnowoneducation
Buyersareresearching,comparingandmostoftheirdecisionmakinghappensbeforetheycontactsales
Thefocusisoncontenttoinform
Promotionsareoftenin”theflow”ofothercontentandit’snot“pushed”
WhatcouldL&Dlearnfrommarketing’smoveawayfrom”pushingmessages”out
Movingawayfrom'compliancedriven'L&Dapproaches
Considering themotivationsofthelearner
Understanding thelearner'scontext
EncouragelearnerstogetinvolvedandtakecontroloftheiroutcomesMovingaccountabilitybackto
thelearners
Workingwiththelearnertorespond totheirneedsCustomisecollateraltoaudience,
seriesofactivities,differentformatsandmediums tosuitdifferent styles,samemessagemanyformat Pointofneedapproachasopposed
topushing
Marketinghasbecomedatadriven
Everyclick,everyemailopenedisrecorded
Measuredandlinkedtooutcomes
Thisbecomessomeone’s“digitalbodylanguage”
Marketinghasbecomedatadriven
Marketingusedtobeseentobevagueandunmeasurable
“Tomanyvariablesaffectsales”
Digitalmarketinghaschangedthis.It’scommonnowtocorrelatemarketingandsalesdata.
Marketingautomation
“Digitalbodylanguage”triggersactionse.g.emailmessages,dripsequencesofemailmessages,notifications,websitepersonalisation
Marketingautomation
Theseplatformsfocusonemail becauseit’seasiertosendacustomisedemailmessagethantocustomiseawebpage
Emailisnotgoingaway–formarketersitiswhatgetsthemostengagement
Whataresomeexamplesof“digitalbody”languageinlearningthatcouldbeuseforpersonalisation?
ReviewsofcoursesSuggestedcourses
ReminderstofinishcoursesSubscriptions
Onlinecommentsfromleaners
ResponseratetotrainingRSVP
Time
Whatthesechangesmeanforlearning
Thefocusisnowoneducation
Marketinghasbecomedatadriven
Marketingautomation
Smartcampaigns
Learningneedstobecomemoredatadriven
Stoppushingoutcontent
xAPI/TinCan
Powerfulstandard– wejustdon’thavethetoolsyetSomeofthisfunctionalityisbuiltintoGlasshouse
Somebitsofmarketinghaven’tchanged
FocussesonwantsHighlyvisualFocussesonstorytellingEmotiongeneratingSimplemessages
Implementation=MotivationxAccountabilityxVisibilityxFollow-up
JackZenger,JoeFolkman andBobSherwin
ManagerinvolvementSpacedlearningandcampaigns
Messagingbeyondthecourse
Valueproposition
Powerfulquestionsformanagers
Canwetalkaboutyourreflectionsonwhatyou’vebeendoingsincewelastmet?
Canyoutellmeifthereisanythingyouwoulddodifferentlynexttime?
Whatdoyoufeelyouhavelearnedfromyouractivitiessincewelastmet?
CharlesJennings
Thereisnowalargebodyofresearchtoshowthatspacedlearningovertimeincreasesapplicationoflearning
Twoapproachestospacedlearning
Learningexperience
FollowupSetup Follow
upFollowup
Workplace
NudgesRemindersPracticeReflectionCheckins
Followup
Workplace
Followup Workplace
Setup Learningexperience
Learningexperience
Learningexperience
Learningexperience
Microlearningovertimee.g.astorythatistoldovertime
Workplacelearningactivities
ProjectsProcesswalk-throughParallelpracticeDiagnosingproblemsShadowingexpertsInterviewingexpertsReviewingpeersworkMirroringMentoringExchangesBuildingjobaids
Designinglearningcampaigns
Whatisthevaluepropositionforlearners?
Whereissomeoneinthechangecycle?
Whatdotheyneedtohelpthemtothenextstage?
Whatchannelisright?
Howcantheirmanagersupportthem?
UnawareContemplating Preparation Action/Trying Maintainingforaction
Channels
Manager
Persona:
Learningisnotjustanevent,it’scontinuous
MeetMary.
SheistheL&DpersonataFinanceTechcompanyinthenearfuture.
MeetMary
SheistheL&DpersonataFinanceTechcompany.
Sheneedstoimprovetheleadershipskillsoftheprojectmanagers.
Wegoingtolookatsomeemployeesatdifferentstagesofchange.
UnawareContemplating Preparation Action/Trying Maintainingforaction
Channels
Persona:Chloehasbeenaprojectmanagerforawhileandhasbeentoldshehastodotheprogram.
Online&mobile
Physicale.g.signage
Workplace
Manager
Emailthatincludescasestudiestohelpherrecognise thebenefits
Marketingstylevideodemonstrating theimpactof thecourse
Posterswithstoriesfromothersthathaveattendedandenjoyed it
Shadowwithanexpertbeforethesession
Managersupportprogram
http://getglasshouse.com
Glasshouse isasophisticatedHTML5basedcloudauthoring platform.
Spacedlearningactivitiescanbesentviaemailandmobilenotificationsarecomingsoon.Thesearetriggeredbylearneractionsinthelearningexperience.
Messagescanalsobesenttocoachesandmanagersaswell.
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