When worlds collide - leveraging learning content as brand experience

Caroline Freeman, Head of Learning DesignSophie Costin, Learning Designer

brightwave.co.uk

How can we leverage learning content as a brand experience?

Knowledge transferThe system by which knowledge can be accessed across an organisation in an appropriate and timely way.

• New staff become effective more quickly

• Lessons learnt won’t get lost from one project to the next

• Quicker resolution of problems/issues

• Greater understanding by staff making them more effective in their roles

• Makes use of all your organisation’s subject matter experts

What are the benefits?

"If Siemens only knew what Siemens knows“

-MAKE awards, 2003

The World BankThe World Bank wanted to promote a knowledge sharing culture in order to increase employee effectiveness and efficiency across the organisation.

• Formed 80 communities of practice

• Leverage lessons learnt from other parts of the business

• Created an expertise directory

• Set up electronic bulletin boards

• Adding knowledge sharing to the personnel evaluation system

• Allocated over 4% of their administrative budget to maintain the above

What did they do?

• Improved operational effectiveness

• Better quality client services

• Enhanced relationships with clients, partners and stakeholders

• More satisfied employees

Did it work?

What have we been doing?

UnisonBrightwave has worked with Unison to bring together their staff and activists who are spread right across the UK.

• Increase the amount and quality of organising carried out by UNISON

• Enable activists and staff to connect, learn, research and share knowledge, best practice and experiences

• Empower all members from expert to beginner to be able to organise events

• Build a learning community

• Encourage open dialogue across the community

What did they want to do?

tessello

Really good to see the organising space up and running, it's got sooooooo much potential! Really good job all!

-Unison tessello user

So why aren’t we all at it?

Knowledge is our job

Knowledge Workers spend 38% of their time searching for information

-Mcdermott

1. IT systems that allow the transfer of knowledge

2. HR and corporate culture that supports knowledge transfer

3. Curation and content management

Knowledge transfer can be broken down into three key stages

• A virtual space to recreate those water-cooler moments

• Lessons learnt database

• Expertise directory

• Communities of practice

• Foster a culture of sharing – get people talking

What can you be doing?

From internal to external…

•Are there points of synergy with internal facing learning?

•Are there lessons that can be learned ?

The value of learning content

"We are, at present, in the midst of a historic transformation for brands and companies everywhere — and it centres on content." Alexander Jutkowit - Harvard Business Review

Some facts about content• 86% of B2C companies use content

marketing• 93% of B2B marketers use content

marketing, a 2% increase over 2012. B2B marketing teams spend 33% of their budget on content marketing

• B2B companies that blog generate 67% more leads

• 78% of CMO’s think custom content is the future of marketing

It’s not new…

BBC iWonder

Amex Open forum

Barclays Digital Eagles

• The demand for online courses from non-academic institutions has grown 300% in the last 2 years

• Can also be an income stream

Consumer learning

A shift in the way we learn • Increased demand for

o Just in time mobilityo Voice of authority/curation …

backed up by peer review

Lessons from external facing learning content• Pull – make it useful to the learner• Freedom of navigation• Storytelling• Social and user generated• Curation• Analytics

Brightwave example - Alere

Summary

• Create conditions for internal knowledge transfer

• Think knowledge transfer both inwards and outwards

• Learn from the successes of consumer-facing learning

• Content is valuable!

• Re-use your learning content – realise it’s true value to

your brand

Thank you

brightwave.co.uk

Any questions? Come and talk to us on Stand 60

@BrightTweet#TotalLearning