Cultivating learning - How to design learning campaigns ...€¦ · learning & knowledge ecosystem that is business focused, customer centric and cost effective. Sprout Labs builds

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



Marketing

Sales

Customer

Nurturing



Marketing

Sales

Customer

Thecourse

Novisibilityorfollowup

Individualmotivationsareoften ignored

Not“segmented”

Nurturing

3waysdigitaltechnologieshavechangedmarketing

Thefocusisnowoneducation

Marketinghasbecomedatadriven

Marketingautomation


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


Everyclick,everyemailopenedisrecorded

Measuredandlinkedtooutcomes

Thisbecomessomeone’s“digitalbodylanguage”


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



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.

Email

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.

Cultivating learning - How to design learning campaigns ...€¦ · learning & knowledge ecosystem that is business focused, customer centric and cost effective. Sprout Labs builds

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