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People are communicating and learning on the go 9 Send information Retrieve/Access
Of course Social has been growing, too Last year – for the first time – Facebook surpassed Google and Yahoo! for share of time spent Source: Comscore, February 2011 10
Mobile: the Medium and the Context 11 Features: What it means: GPS Location-Aware Touch Intimate & Interactive Sensors (A/V) Physical Intelligence Contacts Personal & Social Portability Accessible Everywhere
Framework: Mobile & Social Learning Honeycomb 24
Framework: Mobile & Social Learning Honeycomb 25 Who (teaches) Who (learns) How Where What When
Framework: Mobile & Social Learning Honeycomb 26
In each section we will explain: Framework Definition Real-world examples Insights Tip: look for “anchor” icon in upper right Legend 27
Framework: Mobile & Social Learning Honeycomb 28
Chatter allows any employee to share expertise anywhere, at any time 29 Chatter “turns the company into a meritocracy,” according to Marc Benioff, who said SalesForce is “changing the compensation systems to reflect the folks who are really making a difference.”
Epocrates CME integrates P2P interactions and expert discussions 30 Epocrates provides “Continuing Medical Education” to healthcare professionals, who can compare answers with experts and community members.
Experts are empowered to share knowledge anywhere through mobile + social Yet a risk of crowdsourced content is mediocrity Therefore, leverage the crowd for facts and case examples, but rely on experts for creativity and vision From expert and crowd: Insights 31
Framework: Mobile & Social Learning Honeycomb 32
Classmates share and review notes anywhere with StudyBlue 33 Students can connect and share custom-created review materials. Students can “like” effective notes and share them with other classmates.
University of Phoenix uses iPhone app for class discussions 34 Students can view, draft, and reply to class discussions, learning and supporting each other in spite of busy schedules.
YouVersion’s Bible app allows users to engage with their community 35 App users can share notes with other users, engage in live community discussions, and share thoughts and quotes on Facebook and Twitter.
Learning can be augmented with peer support, or even made into a competition Yet learning with peers should be supportive only – peers may not have the best knowledge or share all their resources To promote social learning, include gamification and benchmarking From siloed to group: Insights 36
Framework: Mobile & Social Learning Honeycomb 37
A “Vook” combines reading with video and social networking 38 Consumers can read books or learn new skills interactively, with video and community.
Professionals find and learn about office space with Regus augmented reality app 39 Users can view full descriptions of each center’s facilities, as well as photos.
People expect rich, up-to-date content, in easily digestible formats Yet dynamic content must be kept updated Leverage the crowd to keep content frequently updated, and leverage syndicated feeds From static to dynamic: Insights 40
Framework: Mobile & Social Learning Honeycomb 41
Merrill Lynch’s GoLearn executive education program allowed “on demand” training 42 Using BlackBerry in 2008, Merrill Lynch executives finished courses 45% faster while maintaining a 1% improvement in users’ assessment score.
Ernst & Young produces podcasts to keep accounting professionals updated 43 Podcasts are produced multiple times a week on current accounting topics.
From fixed time to time-shifted: Insights 44 Learning no longer has to be linear (i.e. one path from start to finish) Yet content can be confusing as users start wherever they want and skip back and forth Be sure to provide context, as a story isn’t always clear Take a page from TV shows to “recap,” or mention prerequisites
Framework: Mobile & Social Learning Honeycomb 45
Serta educates potential customers about its mattresses 46 QR Codes can be used to learn more, unlock achievements, “check-in,” etc. at totally new locations.
Voxiva turns mobile phones into health coaches with constant updates 47 Voxivasends personalized health education tips through text-messages and mobile web apps (e.g. for pregnant women, smokers, etc.).
Mobile can help us utilize content at the right place, with maximum relevance Expect people to be overloaded with information in any given location Therefore, you must provide context (i.e. LBS, social profiles, or history) to provide relevant information From fixed to any location: Insights 48
Framework: Mobile & Social Learning Honeycomb 49
“Hello-Hello” breaks language-learning down into bite-size pieces 50 Users can choose from various topics and find easily digestible videos, take quizzes, and even get feedback on practice.
Bass Pro Shops is deploying a mobile sales learning program with iPads (via OnPoint Digital) 51 The program is intended to replace the current online training, done on a shared workstation in the break room.
Rexi Media’s “Presenter Pro” app offers training and tips for public speakers 52 Users can select topics in any order, as they see fit, and find easily digestible videos, take quizzes, and even get feedback
From comprehensive to components: Insights 53 Content is easier to consume when it’s broken down “From steak to shish-kabab” But don’t expect trainees to have comprehensive knowledge Incorporate “gamification” or status bars so it’s clear what they’re missing
Know your bees: how your audience using social and mobile Analyze your bee hive: how information passes through your organization Embrace the risks: crowdsourcing our jobs isn’t a threat, it makes us more efficient Mobile doesn’t fragment our classroom, it provides ubiquitous learning Use the Honeycomb framework in your strategy, but always begin with business objectives Next Steps 55
56 Research Interviews: Robert Gadd OnPoint Digital Carmen Taran Rexi Media Paul Clothier TapLearn
57 Altimeter Research Team Jeremiah Owyang Industry Analyst @jowyang Andrew Jones Researcher @andrewjns Andrew Nguyen Research Intern @andrewhdn
Framework: Mobile & Social Learning Honeycomb 58
59 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design. Visit us at http://www.altimetergroup.com or contact email@example.com.