1<br />
2<br />Image used with Attribution as directed by Creative Commons: http://upload.wikimedia.org/wikipedia/commons/4/4b/Bee...
Keynote for eLearning Guild<br />June 21, 2011<br />Jeremiah Owyang<br />Industry Analyst, Partner<br />Developing a Learn...
The Landscape has Changed<br />How Companies are Organizing (The Bee Hive)<br />Framework: Mobile & Social Learning Honeyc...
The Landscape has Changed<br />
Mobile growth is explosive<br />6<br />Source: Morgan Stanley Research<br />
While Mobile is explosive, it’s amorphous<br />7<br />Source: Morgan Stanley Research<br />
The ways people use mobile radically varies<br />8<br />
People are communicating and learning on the go<br />9<br />Send information<br />Retrieve/Access<br />
Of course Social has been growing, too<br />Last year – for the first time – Facebook surpassed Google and Yahoo! for shar...
Mobile: the Medium and the Context<br />11<br />Features:<br />What it means:<br />GPS<br />Location-Aware<br />Touch<br /...
How Companies are Organizing:<br />The Bee Hive<br />
Organizational Models<br />
DECENTRALIZED<br /><ul><li>Organic growth
Authentic
Experimental
Not coordinated
e.g. Sun</li></ul>14<br />
CENTRALIZED<br /><ul><li>One department controls all efforts
Consistent
May not be as authentic
e.g. Ford</li></ul>15<br />
HUB AND SPOKE<br /><ul><li>One hub sets rules and procedures
Business units undertake own efforts
Spreads widely around the org
Takes time
e.g. Red Cross</li></ul>16<br />
MULTIPLE HUB AND SPOKE <br />OR “DANDELION”<br /><ul><li>Similar to Hub and Spoke but across multiple brands and units
e.g. HP</li></ul>17<br />
HOLISTIC<br /><ul><li>Each employee is empowered
Unlike Organic, employees are organized
e.g. Dell, Zappos</li></ul>18<br />
How companies organize for social business<br />Source: “The Career Path of the Corporate Social Strategist,” Altimeter Gr...
Most Novice companies organize in Centralized<br />Source: “How Corporations Should Prioritize Social Business Budgets,” A...
21<br />
22<br />
Framework:<br />Mobile & Social Learning Honeycomb<br />
Framework: Mobile & Social Learning Honeycomb<br />24<br />
Framework: Mobile & Social Learning Honeycomb<br />25<br />Who (teaches)<br />Who (learns)<br />How<br />Where<br />What <...
Framework: Mobile & Social Learning Honeycomb<br />26<br />
In each section we will explain:<br />Framework<br />Definition<br />Real-world examples<br />Insights<br />Tip: look for ...
Framework: Mobile & Social Learning Honeycomb<br />28<br />
Chatter allows any employee to share expertise anywhere, at any time<br />29<br />Chatter “turns the company into a merito...
Epocrates CME integrates P2P interactions and expert discussions<br />30<br />Epocrates provides “Continuing Medical Educa...
Experts are empowered to share knowledge anywhere through mobile + social<br />Yet a risk of crowdsourced content is medio...
Framework: Mobile & Social Learning Honeycomb<br />32<br />
Classmates share and review notes anywhere with StudyBlue<br />33<br />Students can connect and share custom-created revie...
University of Phoenix uses iPhone app for class discussions<br />34<br />Students can view, draft, and reply to class disc...
YouVersion’s Bible app allows users to engage with their community<br />35<br />App users can share notes with other users...
Learning can be augmented with peer support, or even made into a competition<br />Yet learning with peers should be suppor...
Framework: Mobile & Social Learning Honeycomb<br />37<br />
A “Vook” combines reading with video and social networking<br />38<br />Consumers can read books or learn new skills inter...
Professionals find and learn about office space with Regus augmented reality app<br />39<br />Users can view full descript...
People expect rich, up-to-date content, in easily digestible formats<br />Yet dynamic content must be kept updated<br />Le...
Framework: Mobile & Social Learning Honeycomb<br />41<br />
Merrill Lynch’s GoLearn executive education program allowed “on demand” training<br />42<br />Using BlackBerry in 2008, Me...
Ernst & Young produces podcasts to keep accounting professionals updated<br />43<br />Podcasts are produced multiple times...
From fixed time to time-shifted: Insights<br />44<br />Learning no longer has to be linear (i.e. one path from start to fi...
Framework: Mobile & Social Learning Honeycomb<br />45<br />
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Developing a Learning Strategy for Mobile and Social (Keynote)

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  • Photo ©Andrew Jones
  • Waggle DanceImage used with Attribution as directed by Creative Commons:http://upload.wikimedia.org/wikipedia/commons/4/4b/Bee_waggle_dance.png
  • http://mashable.com/2010/04/13/mobile-web-stats/
  • http://mashable.com/2010/04/13/mobile-web-stats/
  • http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review
  • http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review
  • Source: http://www.comscoredatamine.com/2011/02/2010-us-digital-year-in-review
  • Photo ©Andrew Jones
  • http://www.happytellus.com/gallery.php?img_id=6029
  • Who (teaches), who (learns), What, When, Where, How
  • Who (teaches), who (learns), What, When, Where, How
  • Who (teaches), who (learns), What, When, Where, How
  • http://www.ecrmguide.com/article.php/3903086
  • CME stands for “Continuing Medical Education”From iTunes store: “Virtual Patient Visits and Virtual Grand Rounds integrate authentic decision-making opportunities, peer-to-peer interactions, and expert discussions. You’ll have the opportunity to manage patients over multiple visits and settings, and view how your selections compare with those chosen by the faculty and other participants”http://itunes.apple.com/us/app/cme/id399842586?mt=8&amp;ign-mpt=uo%3D4http://www.hci.org/lib/mobile-learning-today-s-workforce
  • Who (teaches), who (learns), What, When, Where, How
  • June 7, 2011&lt;tags&gt;#mobile#mlearning#advocate#andy
  • June 7, 2011Learn with your peers and support each other&lt;tags&gt;#mobile#mlearning#andy
  • Screenshots from actual iphone appApp available from iTunes store: http://itunes.apple.com/us/app/bible/id282935706?mt=8&amp;ign-mpt=uo%3D2
  • Who (teaches), who (learns), What, When, Where, How
  • “A Vook is an enhanced digital book that blends well-written text, high qualityvideo, powerful images, interactive and integration with social networking.”More info on Vook: http://vook.com/what-is-a-vook.htmlImages from: http://itunes.apple.com/us/app/mcleans-golf-tips-set-up-approach/id368307842?mt=8
  • http://www.mobilecommercedaily.com/2010/09/13/regus-launches-b2b-augmented-reality-appDesigned and built by London-based Wavana Interactive, the application enables customers to search Regus’ global network to locate centers to suit their business needs.Users can locate the nearest Regus center on the go using GPS, including filtering by facilities, locate it on a map and get turn-by-turn directions. The application also includes an augmented reality feature which overlays locations and distances of Regus offices over a real-time view from the camera. Users can view full descriptions of each center’s facilities, and photos are provided.A range of in-application enquiry options include one-tap calling, requesting a call back or scheduling a center viewing. With a few taps, users can make a booking for a meeting room or day office through the application.Users can share details of office locations with meeting attendees and colleagues.
  • Who (teaches), who (learns), What, When, Where, How
  • one of the best known mLearning examplesThe program resulted in a 75% reduction in learning development costs; a 30% fall in users’ ‘time to competence’, a 45% reduction in the time taken on ‘training’ and a 1% improvement in users’ assessment scores compared with those who studied the learning materials at their desks- http://www.elearningnetwork.org/content/emerging-technologies-reporthttp://www.judybrown.com/docs/MLJ-6.pdf
  • http://webcast.ey.com/thoughtcenter/default.aspx?seriesunid=%7B9a27a98c-314b-422d-ab24-c27379e5fbec%7D&amp;prog=%7Bc0dbc6ec-7ae9-424f-ac8c-0d795c931109%7D&amp;action=listpodcasts
  • Who (teaches), who (learns), What, When, Where, How
  • Photo ©Andrew Jones
  • http://www.fastcompany.com/most-innovative-companies/2011/top-10-mobile.phphttp://www.voxiva.com/“Mobile-based patient education and decision support solutions designed to improve an individual’s health and wellness.”http://www.fastcompany.com/most-innovative-companies/2011/profile/voxiva.php
  • Who (teaches), who (learns), What, When, Where, How
  • Premium app – have to payBit sized piecesIt breaks down into small components, different levels, each level and go to any given section at any given time.June 16, 2011&lt;tags&gt;#mobile#mlearningSource:http://itunes.apple.com/us/app/hello-hello-spanish-for-iphone/id423318312?mt=8#
  • Bass Pro Shops is deploying a comprehensive mobile learning solution for store retail associatesThe program is intended to replace the current online training now accessible from a shared training workstation located in the break room of their locations. The program places Apple iPad2 tablet devices into each retail location and currently supports all of their sales professionals who sell the BPS Tracker boats and accessories (the most popular boat sold in America). This program is currently in the latter stages of their official &quot;mobile learning pilot&quot; and will actually be moving into production in July across the company.Source:Robert Gadd, OnPoint Digital Inc.
  • http://itunes.apple.com/app/presenter-pro/id317239996?mt=8
  • Who (teaches), who (learns), What, When, Where, How
  • Developing a Learning Strategy for Mobile and Social (Keynote)

    1. 1. 1<br />
    2. 2. 2<br />Image used with Attribution as directed by Creative Commons: http://upload.wikimedia.org/wikipedia/commons/4/4b/Bee_waggle_dance.png<br />
    3. 3. Keynote for eLearning Guild<br />June 21, 2011<br />Jeremiah Owyang<br />Industry Analyst, Partner<br />Developing a Learning Strategy for Mobile and Social<br />
    4. 4. The Landscape has Changed<br />How Companies are Organizing (The Bee Hive)<br />Framework: Mobile & Social Learning Honeycomb<br />Next Steps<br />Agenda<br />4<br />
    5. 5. The Landscape has Changed<br />
    6. 6. Mobile growth is explosive<br />6<br />Source: Morgan Stanley Research<br />
    7. 7. While Mobile is explosive, it’s amorphous<br />7<br />Source: Morgan Stanley Research<br />
    8. 8. The ways people use mobile radically varies<br />8<br />
    9. 9. People are communicating and learning on the go<br />9<br />Send information<br />Retrieve/Access<br />
    10. 10. Of course Social has been growing, too<br />Last year – for the first time – Facebook surpassed Google and Yahoo! for share of time spent<br />Source: Comscore, February 2011 <br />10<br />
    11. 11. Mobile: the Medium and the Context<br />11<br />Features:<br />What it means:<br />GPS<br />Location-Aware<br />Touch<br />Intimate & Interactive<br />Sensors (A/V)<br />Physical Intelligence<br />Contacts<br />Personal & Social<br />Portability<br />Accessible Everywhere<br />
    12. 12. How Companies are Organizing:<br />The Bee Hive<br />
    13. 13. Organizational Models<br />
    14. 14. DECENTRALIZED<br /><ul><li>Organic growth
    15. 15. Authentic
    16. 16. Experimental
    17. 17. Not coordinated
    18. 18. e.g. Sun</li></ul>14<br />
    19. 19. CENTRALIZED<br /><ul><li>One department controls all efforts
    20. 20. Consistent
    21. 21. May not be as authentic
    22. 22. e.g. Ford</li></ul>15<br />
    23. 23. HUB AND SPOKE<br /><ul><li>One hub sets rules and procedures
    24. 24. Business units undertake own efforts
    25. 25. Spreads widely around the org
    26. 26. Takes time
    27. 27. e.g. Red Cross</li></ul>16<br />
    28. 28. MULTIPLE HUB AND SPOKE <br />OR “DANDELION”<br /><ul><li>Similar to Hub and Spoke but across multiple brands and units
    29. 29. e.g. HP</li></ul>17<br />
    30. 30. HOLISTIC<br /><ul><li>Each employee is empowered
    31. 31. Unlike Organic, employees are organized
    32. 32. e.g. Dell, Zappos</li></ul>18<br />
    33. 33. How companies organize for social business<br />Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010<br />19<br />
    34. 34. Most Novice companies organize in Centralized<br />Source: “How Corporations Should Prioritize Social Business Budgets,” Altimeter Group, February 2011<br />20<br />
    35. 35. 21<br />
    36. 36. 22<br />
    37. 37. Framework:<br />Mobile & Social Learning Honeycomb<br />
    38. 38. Framework: Mobile & Social Learning Honeycomb<br />24<br />
    39. 39. Framework: Mobile & Social Learning Honeycomb<br />25<br />Who (teaches)<br />Who (learns)<br />How<br />Where<br />What <br />When <br />
    40. 40. Framework: Mobile & Social Learning Honeycomb<br />26<br />
    41. 41. In each section we will explain:<br />Framework<br />Definition<br />Real-world examples<br />Insights<br />Tip: look for “anchor” icon in upper right<br />Legend<br />27<br />
    42. 42. Framework: Mobile & Social Learning Honeycomb<br />28<br />
    43. 43. Chatter allows any employee to share expertise anywhere, at any time<br />29<br />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.”<br />
    44. 44. Epocrates CME integrates P2P interactions and expert discussions<br />30<br />Epocrates provides “Continuing Medical Education” to healthcare professionals, who can compare answers with experts and community members.<br />
    45. 45. Experts are empowered to share knowledge anywhere through mobile + social<br />Yet a risk of crowdsourced content is mediocrity<br />Therefore, leverage the crowd for facts and case examples, but rely on experts for creativity and vision<br />From expert and crowd: Insights<br />31<br />
    46. 46. Framework: Mobile & Social Learning Honeycomb<br />32<br />
    47. 47. Classmates share and review notes anywhere with StudyBlue<br />33<br />Students can connect and share custom-created review materials. Students can “like” effective notes and share them with other classmates.<br />
    48. 48. University of Phoenix uses iPhone app for class discussions<br />34<br />Students can view, draft, and reply to class discussions, learning and supporting each other in spite of busy schedules.<br />
    49. 49. YouVersion’s Bible app allows users to engage with their community<br />35<br />App users can share notes with other users, engage in live community discussions, and share thoughts and quotes on Facebook and Twitter.<br />
    50. 50. Learning can be augmented with peer support, or even made into a competition<br />Yet learning with peers should be supportive only – peers may not have the best knowledge or share all their resources<br />To promote social learning, include gamification and benchmarking<br />From siloed to group: Insights<br />36<br />
    51. 51. Framework: Mobile & Social Learning Honeycomb<br />37<br />
    52. 52. A “Vook” combines reading with video and social networking<br />38<br />Consumers can read books or learn new skills interactively, with video and community.<br />
    53. 53. Professionals find and learn about office space with Regus augmented reality app<br />39<br />Users can view full descriptions of each center’s facilities, as well as photos.<br />
    54. 54. People expect rich, up-to-date content, in easily digestible formats<br />Yet dynamic content must be kept updated<br />Leverage the crowd to keep content frequently updated, and leverage syndicated feeds<br />From static to dynamic: Insights<br />40<br />
    55. 55. Framework: Mobile & Social Learning Honeycomb<br />41<br />
    56. 56. Merrill Lynch’s GoLearn executive education program allowed “on demand” training<br />42<br />Using BlackBerry in 2008, Merrill Lynch executives finished courses 45% faster while maintaining a 1% improvement in users’ assessment score.<br />
    57. 57. Ernst & Young produces podcasts to keep accounting professionals updated<br />43<br />Podcasts are produced multiple times a week on current accounting topics.<br />
    58. 58. From fixed time to time-shifted: Insights<br />44<br />Learning no longer has to be linear (i.e. one path from start to finish)<br />Yet content can be confusing as users start wherever they want and skip back and forth<br />Be sure to provide context, as a story isn’t always clear<br />Take a page from TV shows to “recap,” or mention prerequisites<br />
    59. 59. Framework: Mobile & Social Learning Honeycomb<br />45<br />
    60. 60. Serta educates potential customers about its mattresses<br />46<br />QR Codes can be used to learn more, unlock achievements, “check-in,” etc. at totally new locations.<br />
    61. 61. Voxiva turns mobile phones into health coaches with constant updates<br />47<br />Voxivasends personalized health education tips through text-messages and mobile web apps (e.g. for pregnant women, smokers, etc.).<br />
    62. 62. Mobile can help us utilize content at the right place, with maximum relevance<br />Expect people to be overloaded with information in any given location<br />Therefore, you must provide context (i.e. LBS, social profiles, or history) to provide relevant information<br />From fixed to any location: Insights<br />48<br />
    63. 63. Framework: Mobile & Social Learning Honeycomb<br />49<br />
    64. 64. “Hello-Hello” breaks language-learning down into bite-size pieces<br />50<br />Users can choose from various topics and find easily digestible videos, take quizzes, and even get feedback on practice.<br />
    65. 65. Bass Pro Shops is deploying a mobile sales learning program with iPads (via OnPoint Digital)<br />51<br />The program is intended to replace the current online training, done on a shared workstation in the break room.<br />
    66. 66. Rexi Media’s “Presenter Pro” app offers training and tips for public speakers<br />52<br />Users can select topics in any order, as they see fit, and find easily digestible videos, take quizzes, and even get feedback<br />
    67. 67. From comprehensive to components: Insights<br />53<br />Content is easier to consume when it’s broken down<br />“From steak to shish-kabab”<br />But don’t expect trainees to have comprehensive knowledge<br />Incorporate “gamification” or status bars so it’s clear what they’re missing<br />
    68. 68. Next Steps<br />© 2011 Altimeter Group<br />
    69. 69. Know your bees: how your audience using social and mobile<br />Analyze your bee hive: how information passes through your organization<br />Embrace the risks: crowdsourcing our jobs isn’t a threat, it makes us more efficient<br />Mobile doesn’t fragment our classroom, it provides ubiquitous learning<br />Use the Honeycomb framework in your strategy, but always begin with business objectives<br />Next Steps<br />55<br />
    70. 70. 56<br />Research Interviews:<br />Robert Gadd<br />OnPoint Digital<br />Carmen Taran<br />Rexi Media<br />Paul Clothier<br />TapLearn<br />
    71. 71. 57<br />Altimeter Research Team<br />Jeremiah Owyang<br />Industry Analyst<br />@jowyang<br />Andrew Jones<br />Researcher<br />@andrewjns<br />Andrew Nguyen<br />Research Intern<br />@andrewhdn<br />
    72. 72. Framework: Mobile & Social Learning Honeycomb<br />58<br />
    73. 73. 59<br />ABOUT US<br />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.<br />Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.<br />
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