Grabbing the attention of time starved Learners
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Grabbing the attention of time starved Learners

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44% of L&D professionals say their staff are reluctant to engage with online learning but Towards Maturity’s direct research with learners shows that perhaps they are not as reluctant as we think! ...

44% of L&D professionals say their staff are reluctant to engage with online learning but Towards Maturity’s direct research with learners shows that perhaps they are not as reluctant as we think! This interactive session, first presented at the Learning Technology Summer Forum 17th June 2014, takes a fresh look at how L&D professionals can think about not only grabbing learner’s attention but turn that attention into action. Here we show how to apply killer tips from the world of marketing to today’s L&D challenges.

The presentation also introduces the Towards Maturity Engagement Index to help L&D organisations identify how their engagement strategies compare with others. Readers can identify their Engagement Index, and 21 other effective practice indices by participating in the Towards Maturity Benchmark Study at www.towardsmaturity.org/benchmarktoday.

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  • 44% of L&D professionals say their staff are reluctant to engage with online learning but Towards Maturity’s direct research with learners shows that perhaps they are not as reluctant as we think! This interactive session takes a fresh look at how L&D professionals can think about not only grabbing learner’s attention but turn that attention into action . By applying killer tips from the world of marketing to today’s L&D challenges,  this session aims to help us to: <br /> Effectively use content to connect <br /> Communicate with clout <br /> Lure in the  line managers <br /> Use old marketing techniques in new ways <br /> Turn the disenchanted into advocates <br />   <br />
  • Our attention gets captured by things that are inspiring, entertaining, provide an emotional connection, useful, new, captivating, engaging, funny interesting informing, meaningful, unexpected, powerful <br /> <br /> Our attention gets captured when we are bored, ready_for_something new or ready_for_distraction.
  • We know what we do in learning is good for people but what can we do to/capture attention engage ? <br />
  • Lets look at this from the learner perspective
  • The marketing process is all about listening , understanding needs,creating products that meet the needs of the organisation, communicating that those products exist, encouraging action, reviewing the impact of the product and communication on take up and using that feedback to link into the next product phase. <br /> <br /> Summarised as the 5 p’s of marketing
  • Definition from http://contentmarketinginstitute.com/what-is-content-marketing/
  • www.towardsmaturity.org/learnervoice1
  • 3 minutes to introduce scenario
  • Your client , the L&D team are responsible for the rollout of a new e-learning programme aimed at all staff. <br /> <br /> The goal is that 100% of staff will have completed the programme within 10 weeks from launch. Senior executives are fully behind the programme and expect to see anecdotal evidence of attitude/behaviour change <br /> Designed well with user and manager input, <br /> It contains: <br /> CEO video <br /> Stories from clients and staff <br /> Links to news in the press <br /> Graphical cartoon characters <br />
  • CSA Sophie:= Has a spare 30s every now and then. Always on Twitter <br /> Manager Mike: -Doesn’t want an increase in workload, or anything really. <br /> Head-Office Helen =Trying to manage everything, all the time. Always on the go
  • 5 minutes to wrap up
  • www.towardsmaturity.org/2013benchmark
  • This session has focussed on how to use marketing techniques to win hearts and minds but this needs to be seen in the wider context to fully engage learners
  • Those in the top quartile of the Towards Maturity Engagement index report more benefits and fewer barriers
  • L&D leaders are invited to participate in the Towards Maturity Benchmark for free to identify their current engagement index and more. <br /> <br /> Personalised feedback provided will help participants to identify the next steps required to help them improve engagement and results. <br /> <br /> All Benchmark Participants completing prior to 30th June 2014 will receive a free copy of Building staff engagement and Learner Lab’s ‘Show me the value – how to promote mandatory training. <br />

Grabbing the attention of time starved Learners Grabbing the attention of time starved Learners Presentation Transcript

  • 17th June 2014 Laura Overton laura@towardsmaturity.org Grabbing the Attention of Time-Starved Learners
  • When was the last time you did something that you weren’t planning to do? What captured your attention? How many of us are time starved? When did you last take a chosen detour? What caused you to do something different? Why did it capture your attention and focus?
  • What captures our attention?
  • of L&D leaders say their staff are reluctant to engage with online learning 44%
  • Review Customers And Products Planning the Mix Action Market Research Business Objectives Grabbing Their Attention: Thinking Like a Marketer People Product Place Price Promotion
  • ‘’Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.’’ Content Marketing Institute Lessons from Content Marketing COMMUNICATING WITHOUT SELLING
  • Lessons from content marketing 1: Understanding your audience Getting inside the heads of our starved workers? • What are they struggling with? • What is important to them? 52% believe their company clearly communicates learning opportunities 66% staff want recognition that they have completed online learning
  • Lessons from content marketing 2: Think about the journey Awareness Interest Engagement Influence Application
  • Lessons from content marketing 3: Develop a Connection Entertain Inspire Educate Convince
  • Lessons from content marketing 4: Draw on a Rich Toolkit! Infographics Blogs Toolkits News Quotes Testimonials e-books Opinion Pieces Articles Guides Case Studies DemonstrationsIMAGE VIDEO TEXT PODCAST 3RD PARTY INTERACTIVE Games Quizzes Competition Research
  • Lesson 5: CREATE THE SIZZLE • Relevant • Unique • Tell a story • Move your audience to respond – Create conversation – Stimulate Interaction – Call to Act • Readable - your learners don’t read, they scan! • Work the headlines
  • Lessons from content marketing 6: Don’t Limit Distribution Channels Information Conversation Direct Mail Webinars Social Media Face to face Website
  • Lessons From Content Marketing 7: Think Retro: Old Techniques, New Methods Newsletters Posters Print Email
  • Bonus tips: Work The Headlines • Short and sweet (8 words!) • Lists with numbers (odd ones!) • News headline – exclusive interview with .... • How to headline – Little known ways of .... • Question headline – Who else wants.... • Promise – what are you promising? • Targeted to audience – a managers guide to… • Simple/Obvious • Action verbs
  • Lessons from Content Marketing 8: Engage Your Influencers Who influences our staff? 40% Managers 7% L&D Key Influencers Experts Peers
  • WORKING THIS OUT IN PRACTICE! Imagine you are a content marketing expert…
  • Exercise: Your client is rolling out a new eLearning programme An organisational values programme aimed at all staff. Goal 100% completion & anecdotal evidence of behaviour change YOUR TASK: Help them create a communications plan to capture the attention of their time-starved staff
  • Become aware of programme Be interested in involvement Engage in the course Influence others to participate Goal: Establish a content marketing plan that will cause them to: CSA Sophie Manager Mike: Head-Office Helen: Apply learning at work
  • TASK: In 10 minutes, come up with 3 content ideas and 1 killer headline that will capture their attention: Content Type What stage of the journey will this influence? How will you distribute content? When will you distribute? 1 2 3 One Killer Headline:
  • CSA Sophie Task: What approach will you use to engage Sophie? Content Type What stage of the journey will this influence? How will you distribute content? When will you distribute? 1 Photo Competition - what illustrates ‘commitment’ for you? Awareness/ Interest Microsite Company TV channel Throughout campaign 2 Case study – how colleagues have used values to change .. Apply Influence Engage Forum Yammer Video After 2 weeks of launch One Killer Headline: Exclusive interview with ____________ – Why I Wish I Had Values! Example
  • Aware Interest Engage/ Participate Apply Influence Audience: Goal: Over to you 3 content ideas and 1 killer headline that will capture their attention: Be prepared to feedback in just 1 minute Have one set of legible notes to hand in! FEEDBACK
  • Lessons from Content Marketing: Bonus Lesson Make a Plan! Top performers are Twiceas likely to have a communications plan in place for all key stakeholders
  • LESSONS FROM CONTENT MARKETING 1 • Understand your audience 2 • Map out the journey 3 • Develop a connection 4 • Create the Sizzle 5 • Draw on a rich toolkit 6 • Don’t limit distribution channels 7 • Think Retro! 8 • Engage your influencers Make a Plan!
  • Engaging Learners There Are Some Things We Can Control! Top learning companies following a new type of Learning Agenda that is bringing HR, Individuals and company needs together. One aspect of that is having a truly customer activated learning strategy
  • 0% 20% 40% 60% 80% Learnersputwhat they learn into practice quickly Learnersrecommende-learningto colleagues to improvejob performance Wehave noticed positive changesin staff behaviour Managersagreethat e-learning delivers additional business benefit Bottomquartile Sampleaverage Toplearning companies Top Learning Companies Report More Engagement: By understanding and responding specifically to learner needs , top learning companies are also reporting more engagement than average - across the board
  • Engaging time starved learners The NEW Towards Maturity Engagement index Exploring the behaviours of the top learning companies led us to identify a new Towards Maturity Engagement index www.towardsmaturity.org/in-focus/engagement2014
  • Winning Hearts and Minds The Bigger Picture The NEW Towards Maturity Engagement index
  • # Benefits achieved # Barriers reported Engagement index Quartile The Holistic approach delivers
  • YOUR NEXT STEPS? Cut through the noise! Receive your free copy of ‘Building Staff Engagement’ Follow the conversation on Twitter: #GetTheEdge2014 Show me the Value -How to promote mandatory training and
  • The Towards Maturity Benchmark study is made possible thanks to Towards Maturity’s Ambassadors: Leading learning organisations who share our passion that independent research should be freely available to all . To join or find out more go to: www.towardsmaturity.org/ambassadors
  • About Us Towards Maturity is a benchmarking practice that provides authoritative research and expert consultancy services to help assess and improve the effectiveness and consistency of L&D performance within organisations. It leverages the data gathered from the largest learning technology benchmark in Europe. Download our case studies to support your business case for change at www.towardsmaturity.org Find out your own Towards Maturity Index to see if you are amongst the top learning companies at http://mybenchmark.towardsmaturity.org/ Lauraoverton Towardsmaturity New Learning Benchmarksn Contact us via: