TALEO.COM David Wilkins VP, Taleo Research The Death of the Newspaper Industry BAD NEWS FOR YOU
Death of the Newspaper Industy: Bad News for You
Oct 28, 2014
This is a session I did at Training 2012. The key argument in this presentation is that there are key parallels between newspaper reporters and learning professionals and that in order to avoid a similar fate, we need to rethink our roles and soon. The key shift is from instructional conduit to platform and strategy design.
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TALEO.COM
David WilkinsVP, Taleo Research
The Death of the Newspaper Industry
BAD NEWS FOR YOU
Disintermediation
Newspapers
*BURP*Executive Summar
y
Learning Pro’s = Reporters; Training = News
News today = &
was wrong & we’re too slow to adapt
1.
2.3.4.
After analyzing more than three million tweets, gigabytes of YouTube content and thousands of blog posts, a new study has concluded that the Arab Spring truly was fueled by social media.
"Our evidence suggests that social media carried a cascade of messages about freedom and democracy across North Africa and the Middle East, and helped raise expectations for the success of political uprising,” says Philip Howard, an associate professor in communication at the University of Washington.
What does a newspaper reporter do?
– Interview experts and gather information about events, discoveries, and relevant happenings
– Summarize and present this information in ways that the general public can understand
– Publish their content to their audience
SHOUT OUT TIME!
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Disintermediate (v) disintermediate:
To attempt to do away with intermediaryentities between two primary market forces; to eliminate the middleman
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Newspaper Businesses
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Want ads?
Car sales?
Other sales?
Personal ads?
Marriage announcements?
Editorials?
Letters to the editor?
News?
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Yes you are. Accept it. Move on.
True or False?
“My learning and development group has enough staff and resources to properly address ALL of my organization’s training needs no matter how big, no matter how small.”
“My team is able to deliver new content and updated learning to my team as quickly as they need it across ALL of their training needs no matter how big or how small.”
BUT WAIT, WE’RE NOT INTERMEDIARIES…
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FROM FUNNELS TO NETWORKS
Current State
T&D Groups
Future State
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Compliance and Certification?
On-boarding?
Leadership?
L&D support for initiatives?
L&D support for business units?
EPSS and Help Systems?
WHAT ARE OUR LEARNING “BUSINESSES”
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Knowledge Management?
Peer-to-peer learning?
Emergent learning?
Expertise discovery and social networking?
Communities of Practice?
External learning?
THESE TOO?
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Knowledge Management? Peer-to-peer learning?
Emergent learning?
Expertise discovery and social networking?
Communities of Practice?
External learning?
THESE TOO?
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Knowledge Management? Peer-to-peer learning?
Emergent learning?
Expertise discovery and social networking?
Communities of Practice?
External learning?
THESE TOO?
If 80% of learning and development happens socially and informally, how long before IT asks why you can’t use SharePoint as your LMS?
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Your Strategic Role
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True or False:
“My team has actively participated in strategic decisions to determine which social media platforms the company is using or going to use.”
YOU ARE NOT AT THE TABLE… OR ROOM…
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Marginalize(v) /ˈmärjənəˌlīz/:
Treat (a person, group, or concept) as insignificant or peripheral: "they marginalize those who disagree"; "marginalized groups."
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WHY COMPANIES ARE ADOPTING SOCIAL MEDIA…
https://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432
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BUSINESS BENEFITS FROM SOCIAL MEDIA
https://www.mckinseyquarterly.com/Business_and_Web_20_An_interactive_feature_2431
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BIGGEST GROWTH AREAS – LOOK FAMILIAR?
8% increases
https://www.mckinseyquarterly.com/Business_and_Web_20_An_interactive_feature_2431
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INTERNAL USE CASES ARE THE DOMINANT USE CASES
https://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432
Gartner: Social Media – biggest IT investment in 2011
McKinsey: 67% of companies will increase their spend on Social Media in 2011
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SOCIAL MEDIA ADOPTION MIRRORS LEADERSHIP CHANGES
“Command and control” evolving to “Persuade and influence”
“Top-down communication” evolving to “Managed viral communication”
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1. Partner with Marketing and IT
2. Invest in yourself and your social media skills
3. Identify what skills you already bring to the table
4. Demonstrate an understanding of the larger context
5. Make a case for an integrated strategy
OK, SO NOW WHAT?
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MARKETING – THE GOOD OLD DAYS…
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WHAT’S HAPPENING TODAY?– PEPSI’S MARKETING
"Consumers own the brands as much as we do, and they want to share their interests and likes," says Bonin Bough, director of social and emerging media for PepsiCo. “Twitter means we can react to something that happens and provide a platform for dialog. That's the key word. It's about engagement and building the relationship...”
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• 8% of us trust advertising
• 78% of people trust peer recommendations
• Advertising is down double digits in broadcast mediums -- print, TV, and radio
• And up double digits in conversational mediums – web and mobile devices
• Used to measure “eyeballs” now measure influence and conversations *and* eyeballs
WHAT HAPPENED TO MARKETING?
http://econsultancy.com/us/blog/5927-consumers-don-t-trust-advertising-is-social-media-part-of-the-solutionhttp://fi.nielsen.com/site/documents/TrustinAdvertisingOct07.pdf
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PROOF THAT MARKETING HAS CHANGED?
Sales of the t-Shirt went up 2300%
Best selling item in the clothing department
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WHAT’S YOUR CURRENT LEVEL OF SOCIAL EXPERTISE?
How many Twitter followers do you have?
Have you ever created a channel on YouTube?
Ever post a video to YouTube or podcast?
Ever create and administer a LinkedIn group?
Post and manage a SlideShare presence?
How often do you blog?
How often do you comment on other blogs?
Ever share info on a discussion board?
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Social and cultural anthropology
Team building and team dynamics
Social psychology
Self-efficacy as it relates to social media
Moderation strategies and concepts
Community management strategies
Instructional design: “teach a man to…”
SOME SKILLS YOU DIDN’T KNOW YOU HAD…
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Cultural Issuestransparency, trust, grassroots or top-down
Integration IssuesLMS, HRIS, TM, Active Directory, profiles
Compliance IssuesArchival strategies, moderation / approval models
Security IssuesSecurity policies, flagging, keyword triggers
Strategy IssuesAvoiding balkanization, programming, reward and recognition, moderation, policies, training
THE LARGER CONTEXT
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Content, knowledge, information, communication, learning, collaboration
= Governance Board
You need to be on it
THE CASE FOR INTEGRATION
Tell ‘em What You Told ‘em
1. Social media is not a “future” thing2. Key uses cases for SM = training3. Most of us are not at the table4. We need to be5. It’s not too late, but it’s close
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STAYING IN TOUCH
“dwilkinsnh” anywhere on the web
Taleo Research web presence is also me
(603) 566-6033
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