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Session # Tu 202–Implementing e-Learning: Getting the Most from Your e-Learning Investment
Desired Knowledge or Experience:None. Knowledge of e-learning and management useful.Objectives:By the end of this session, you will be able to: Understand the critical implementation issues for e-learning Identify the role of change management and consumer marketing in successful e-learning implementations Understand and apply concepts of marketing to prepare and energize learners Understand and apply an integrated approach to moving your organization from installation of e-learning to institutionalizing e-learning
Presenter:Lance DublinPresident & CEOLance Dublin ConsultingSan Francisco, CA 415-759-1258 (office)703-940-4041 (fax)[email protected] (email)www.lancedublin.com
Co-Presenter:Jay CrossFounder & CEOInternet Time GroupCEO, eLearning ForumBerkeley, CA510-528-3105 (office)[email protected](email)www.internettime.com
Copyright 2003, Jay Cross and Lance Dublin
Session Tu 202Session Tu 202
Implementing e-Learning: Implementing e-Learning: Getting the Most From Your e-Getting the Most From Your e-Learning InvestmentLearning Investment
Lance DublinLance DublinLance Dublin Consulting
Jay CrossJay CrossInternet Time Group
ASTD International Conference & Exhibition
May 2003
Copyright 2003, Jay Cross and Lance Dublin
Implementing e-LearningLearning Objectives:
Apply consumer marketing and change management principles and practices to your e-learning implementation
Develop an integrated approach to implementing e-learning that ensures the acceptance and support of both the organization and the learners
Understand how to get the greatest return from your e-learning investment
Working with organizations to …assess, plan, design, and implement ... > corporate learning and e-learning
strategies & programs > large scale organizational and
technological change initiatives (i.e., ERP/CRM, process re-design, re-organization)
Lance DublinLance Dublin Lance Dublin Consulting
Over 25 years of experience in adult education and training, motivation and innovation, communication and change leadership. Previously, founder and CEO of Dublin Group, a leading training development and change implementation companyA regular presenter at industry conferences including: TechLearn, Online Learning, Online Learning Asia, ASTD, ASTD/Techknowledge, ISPI, Training Director’s Forum, and Training.
Jay CrossJay Cross
We speed up corporate learning by developing: We speed up corporate learning by developing:
action plans, action plans, white papers and articles, white papers and articles, sales presentations, sales presentations, marketing campaigns, marketing campaigns, creative teams,creative teams, whatever it takes whatever it takes
Strategic marketer, designer, problem-Strategic marketer, designer, problem-solver MBA (Marketing), Harvard Business solver MBA (Marketing), Harvard Business SchoolSchool
Copyright 2003, Jay Cross and Lance Dublin
What implementation issues are you currently
facingor have you faced?
In the beginning…
e-Learning’s Early ‘Returns’
31% fail to register for compulsory e-Learning
68% fail to register for voluntary e-Learning
Drop-out rates 50% to 80% are not uncommon
“For learners, how extensively the course was marketed and promoted was the single most influential factor for increasing the likelihood that learners would begin the course.”
Lance & Jay ask…
How do we prepare the organization to not only install, but also then implement and ultimately institutionalize e-learning ?
How can we make it more likely learners will come? And complete what they start? And come back for more?
Organizations Are Systems
Business
Processes
Management Systems
Jobs and Structure: Organization
Values and Beliefs: Culture
Information & Technology
Processes
The e-Learning Success Zone
Organization Learner
Success Zone
Stakeholders = Customers
Disciplines for Success
Change Management
Consumer Marketing
Success Zone
Change from top & bottom
OrganizationOrganization Learners
=+ Success
Change Change ManagementManagement
Consumer Consumer MarketingMarketing+ =
MarketerMarketer
“Marketing is far too important to be left to only the marketing department.”
David Packard
“People love to buy but hate to be sold.”
Larry Wilson, The One-Minute Salesman
What has changed in marketing?
Then:
1. Make the sale
2. Four Ps
Now:
1. Maintain profitable long-term relationships with customers
2. Brand
Brand
Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. – Walter Landor
Water: Commodity or Brand?
Commodity Branded
Commodity Branded
Brand Position
Mental Map What’s in it for me?
Soap Cosmetics eLearning
Position for e-Learning?
Learning Experience Infotainment Advancement Mastery Professionalism
What’s your brand image?
If your e- learning were a car,what brand would it be?
Change Management Strategies
Muscle = OrdersCoercion = Threats Compliance= InformationCommitment = Involvement
Strategy
Key Characteristic
The Change Journey
Source: Dennis Jaffe & Cynthia Scott
Who do you focus on?
Where do you focus?
Process / Technology / JobAlignment
Training andJob Aids,
Leadership &Communication
Education
PerformancePlanning &Mngment
Real-timePerformance
Support
HighPerformance
Zone HEADS & HANDSHEARTS & MINDS
SYSTEMS & STRUCTURES
READY
ABLE WILLING
Change Management in Action
Support
Winning the Hearts & Minds
Team work Small group
meetings Events &
ceremonies
Videos Labs & fairs Town meetings One-on-one
communication Small group
meetings
Speeches Memos Newsletters Magazines Team
Meetings
Awareness, Inform
Engagement, Involve
Commitment, Sign-up
What will you do?
Awareness, Inform
Engagement, Involve
Commitment, Sign-up
Top 10 Critical Success Factors
10.Communications is necessarybut not sufficient
9. Top-down and bottom-up8. Manage the change journey7. Pull, don’t push6. Solve your customers’ problems5. Think globally, act locally 4. Culture always wins3. Practice ‘ready, fire, adjust, fire’ 2. Get ready, get crazy, get real - over & over1. Remember, focus on your customers
Installation to Integration
Ensuring the return on your investment
Integration = make it invisible!
Implementation = make sure it gets used
Installation = make sure it works
(Main-streaming)
Learn/Diagnostic (“Tune-UP”)
Plan/ Develop
Implement/Support
What should you do Now?
e-Learning ‘Tune-up’
Areas to look at: Business case and learning/e-learning strategy ROI (return on investment) & ROE (return on expectations) e-learning components – and mix of delivery methods Content and instructional design Tools, technologies and infrastructure Marketing Change management Evaluation and metrics – both qualitative and quantitative Organization and processes Sponsorship and governance Roles and responsibilities
Learn/Diagnostic (“Tune-UP”
Plan/ Develop
Implement/Support
What actions will you take?
Overall: Lessons Learned
It’s about business, not training
It’s about learning, not technology
It’s about people, learners/customers & stakeholders/organizations
It’s about marketing & change management!
Why is this important now?
1. Large investments at stake
2. Many people are skeptical
3. Achieving results mandatory
4. If you make it/buy it,
• learners better use it
• organizations better embrace it
Ask and answer questions about marketing and change management.
Thank you. Let’s stay in touch!
Jay CrossJay CrossInternet Time GroupInternet Time Group510-528-3105 510-528-3105
[email protected]@internettime.com
Lance DublinLance DublinLance Dublin ConsultingLance Dublin Consulting415-759-1258415-759-1258
[email protected]@pacbell.net
Book site: www.internettime.com/book
