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The New Freeway of Learning How Training, Communication,
and Marketing Will Collide
and Be a Gateway of Content
Armand Spoto, Director of Strategic Innovation Lernia Training Solutions
www.yorn.com/freewayoflearning
2
Data and metrics of Mobile technology & the Millennial generation
Overlapping competencies of silo departments; leveraging each other strengths
Challenge: Re-engineer learning, marketing, and communication activities to address the changing landscape
1. Standard texting rates only (worst case US $0.20) 2. We have no access to your phone number 3. Capitalization doesn’t matter, but spaces and spelling do
Definition of a Generation
Coincidence of Birth
Common tastes
Attitudes
Experiences
Economic
Social
Sociological
Demographic
Events that capture the attention and emotions of individuals at a formative stage of their lives
5
http://www.beloit.edu/mindset/previouslists/2013/
http://www.beloit.edu/mindset/previouslists/2013/
http://www.beloit.edu/mindset/previouslists/2013/
1990 The First Gulf War 1997 Death of Princess Diana
1992
Hurricane Andrew
Rodney King beating and Los Angeles Riots
1998 Lewinsky scandal
Y2K bug
1993 Waco Siege
Elián González controversy
1999 Columbine High School massacre
1994 Death of Kurt Cobain
End of Apartheid in South Africa
2000 U.S. Presidential Election Gore Vs. Bush
California energy crisis
1995
Oklahoma City Bombing
O.J. Simpson murder case
2001 Dot-com bubble
9/11 Terrorist Attacks
Experiences
Collective Personality
Values
Optimism
Civic Duty
Confidence
Achievement
Sociability
Morality
Street Smarts
Diversity
10
How do “Millennials” learn?
Electronic, Simultaneous, and Quick
Personal/Interactive Manner
High-game playing habits
Facilitator Centric
Structured
Scheduled
Formal
Active Instructor/ Passive Learner
Push Pull
Learner Centric
Social
Mobile Support Tools
Self-Service
Libraries/Knowledgebase
Collaborative
Veterans
Boomers
GenX
Millenials
Rote-Memorization
Classroom
Lecture
Workshops
Study (extensive)
Course-based learning
Books & Manuals
PowerPoint
Hands on
Exploration Learning Thru Play
Kits
Role playing (games)
Learning is Fun
Media centric
eLearning
Social Learning
Web 2.0, Wikis, Blogs, Pod Casts
Software, CDs, Video
Source: http://www.flickr.com/photos/herzogbr/2572511445/
Mobile
Infographics
Crowd-sourced Product Development Labs
Mobile phones/Tablets replace laptops/desktops Virtual Keyboards
BYOD
Virtual Collaboration Google Docs (Engineering, Architectural Design)
Talent measured by Social Metrics Peer Ranking to add company value
Soft-Skill Badges
Dynamic LMS that push learning
Source: The Future of Work A PSFK Labs Report
What’s the Solution?
Audience Participation
Background
All 4400 independently-owned hardware stores and operated by local entrepreneurs.
Problem
Geographically dispersed expertise
Specialized products and product knowledge across a huge inventory
Common roles and common needs, but without any means to capture knowledge
Constant change, new info; sometimes daily
Independent owners
Solution: Social Learning approach
Social profiles and discussion boards to let users support each others and find experts and expertise on various subjects
500% ROI in under 6 months
Weekly and daily use of the system
Documentation of common issues at marginal cost
Documentation of specialized knowledge at marginal cost
Culture of sharing
Background
For more than 25 years, Scottrade has been a leader in the stock brokerage industry.
Problem
Huge growth mode, 200+ branches in under two years
Needed to capture knowledge of competitors that was shared by clients
Need to capture & share best practices in a state of constant flux
Standard training & communication wouldn’t work
Just to make it more interesting…
This organization doesn’t have the resources to perform a deep-dive analysis on all of these competitors - either initially or on an on-going basis.
Solution: Deployed a wiki to enable the sales team to share their knowledge from head-to-head experiences with each competitor and from clients who dish
Weekly and daily use of the system
Documentation of common issues at marginal cost
Documentation of specialized knowledge at marginal cost
Faster distribution of key information
Scenario A
If the organization learns from its clients or employees, is that learning any less valuable than what the organization pushes from the top down?
Scenario B
If the leadership and experts tell you what to teach, then the learning clearly owned by L&D.
If the employees or clients share with each other or the leadership, is it still owned by L&D?
Veterans
Boomers
GenX
Millenials
Rote-Memorization
Classroom
Lecture
Workshops
Study (extensive)
Course-based learning
Books & Manuals
PowerPoint
Hands on
Exploration Learning Thru Play
Kits
Role playing (games)
Learning is Fun
Media centric
eLearning
Social Learning
Web 2.0, Wikis, Blogs, Pod Casts
Software, CDs, Video
Source: http://www.flickr.com/photos/herzogbr/2572511445/
Mobile
Infographics
Where are we going?
The Case for Convergence
Cast off old ways of thinking that limit us
Re-imagine our role as trainers
We’re in the business of knowledge management
Media Convergence
Comcast Sports Net Hired print reporters
Purchased specialized blogs site
Radio reports covering stores w/ cameras
Metrocorp (Magazine) Purchased PR firm
Source: Philadelphia Business Journal, Jan11-17 2013, Vol 31, #48
Training
Analyze Design Develop Implement Evaluate
Training
Marketing
Analyze Design Develop Implement Evaluate
Campaign Initiation
Campaign Design
Content Creation
Delivery Analysis & Feedback
Training
Marketing
Communication/PR
Analyze Design Develop Implement Evaluate
Campaign Initiation
Campaign Design
Content Creation
Delivery Analysis & Feedback
Strategic Plan
Key Messages/ Positioning
Draft Materials
Execute Campaign
Track Response
So what’s the same? Processes
Goals
Delivery Mediums
So what’s different? Audience
Budget
ROI
Provide more holistic solutions
Combine strengths to maximize the best of each discipline
Explore new processes/structures
Maximize reusable content
Training
Mktg Comm./
PR
Strengths of a Marketing Dept Focused on Customer
Create meaningful messages through words, ideas, images and ensure they are delivered consistently
Partner with other vendors
Understand ROI and can measure concrete goals and objectives
Deploy tactical ideas across various mediums to communicate messages effectively
Effect behavior to purchase a product/service
Strengths of a Communications Dept Share both intended information and meaning of information to intended audience
Gauge factors as mood, audience education, and context for proper message framing
Determine correct channels by suited for particular message and audience
Adapt messages to individuals accordingly
Chief Content Officer
Librarian
Source Documentation
LMS Admin
Social Learning Admin
Analysis
Audience Analysis
Market
Research
Feedback/ Analytics
Production
Design/ Development
Web/Mobile Developers
Deployment/
Facilitators
Trainers
Sales
Get ahead of the curve
Start small
“Think different”
Get synergies flowing between groups Start collaboration groups
Job shadows/swaps
Questions?
38
When Generations Collide (Lancaster & Stillman)
Generations at Work (Zemke, Raines, Filipczak)
Rocking the Ages (Smith & Clurman)
Bridging the Boomer Xer Gap (Karp, Fuller & Sirias)
Agequake (Paul Wallace)
Bridging the Generation Gap (Gravett & Throckmorton)
