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ASTD St. Louis Presentation - July 28th

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  • Welcome audience, tell everyone who you are and who you represent.
  • I have worked on many strategies over the past several years be it a business strategy or a strategic plan for one of the non-profit organizations I belong to. I have also seen a number of presentations on how to develop various strategies and frankly, they tend to be all over the board. Some are very theoretical, some are very specific to a particular situation and some are very broad and try to cover too much ground. My goal is to try to find the middle ground between being too high-level and too specific and I don’t try to offer a lot of theory, but more practical advice.In this presentation I will lay out a process for developing a mobile learning strategy explaining each step of the process. Then, as a case study we will look at an actual project I was a part of earlier this year. The case study will serve as an example of how each step can be executed and the results that are produced.I’d very much like your feedback. My ultimate goal is that from this presentation you will all be able to develop a specific plan for creating a mobile learning strategy for your organization.
  • Caterpillar Customer Safety Services’ mission is to provide solutions that enable world-wide customers to create a jobsite culture of safety and sustainability. The strategy is two-fold; first promoting safety awareness for people in, on and around Caterpillar products. We accomplish this through the website, Safety.Cat.Com and active participation in trade shows, industry associations, advertising and publications. Secondly Safety Services has launched consulting services to assist customers in improving the safety of their operations. Caterpillar is recognized as a safety leader in the industries in which they serve.
  • Well Defined Process:Common understanding – between you and those who control the projects and purse strings – What are you trying to accomplish?Relevant information – How are you being measured. What are people expected to do and what needs to changeThorough analysis - How can mobile devices and mobile learning help address the organization's goals?Actionableplan - A well defined plan contains your strategy, rationale as well as how the plan will be executed. It is a crucial part in selling your strategy to others and providing a roadmap for how to proceed. Caterpillar was looking for a tangible, actionable strategy
  • I have worked on many strategies over the past several years be it a business strategy or a strategic plan for one of the non-profit organizations I belong to. I have also seen a number of presentations on how to develop various strategies and frankly, they tend to be all over the board. Some are very theoretical, some are very specific to a particular situation and some are very broad and try to cover too much ground. My goal is to try to find the middle ground between being too high-level and too specific and I don’t try to offer a lot of theory, but more practical advice.In this presentation I will lay out a process for developing a mobile learning strategy explaining each step of the process. Then, as a case study we will look at an actual project I was a part of earlier this year. The case study will serve as an example of how each step can be executed and the results that are produced.I’d very much like your feedback. My ultimate goal is that from this presentation you will all be able to develop a specific plan for creating a mobile learning strategy for your organization.
  • No strategy, whether it is an mLearning strategy or any other strategy will work if it isn’t tied to specific goals. Any well conceived strategy must tie in with what the organization is trying to achieve. Talk to people and make sure you understand this. Know what the current challenges are that your organization is currently facing. Are there opportunities that can be taken advantage of? What current strategies exist that might be enhanced by mobile learning?For Cat Safety we listened first.Tara Cox, who leads the Cat Safety organization sat down with us at the onset of the project and explained what she was being measured on and what she was trying to accomplish in 2010. We learned that she had three major goals. 1) move from a cost center to a revenue generating organization, 2) Maintain Caterpillar’s industry leadership in the area of construction and mining safety, and 3) find additional ways to provide value to Caterpillar customers.
  • Why? Eventually, you will need approval, funding and resources to implement your strategy. Mobile learning is very different from instructor-led training and eLearning. Many executives have not even heard of mobile learning let alone know what it is or how it might help them and their organizations be more successful. Who? It depends what organizational goals you are trying to help achieve with mLearning. If it is improved performance of your employees, it might be HR or training. If it is to make your customers smarter about the products you sell, it might be marketing or sales. If you are trying to improve product usability after the sale, you might need to talk to product support. When? Ideally, the education would go in tandem with your recommendations and proposed strategy. That way the link between what mobile learning is, your strategy and the benefit to your organization can all be neatly tied together. However, if you need resources to develop your strategy, whether it is people or dollars, you will likely need to do some education up front to get the resources you need.How? Facts, figures, examples and case studies. There is an enormous amount of information about mobile technology and mLearning available today. The key is to cull all of that information down into a business presentation, defining what mobile learning is, what it’s benefits are and why mobile learning is important to your organization. The more you can tie your facts, figures, examples and case studies to your organization the more real your message will become. Look at what your competitors are doing. Are there others in your vertical markets that have had some success?What we did Our presentation was done up front because we needed executive approval and Caterpillar resources to move forward. Our presentation focused on the prevalence of mobile devices in the workforce today and the capabilities of today’s smartphones. We also explained the differences between eLearning and mobile learning and gave examples of how mobile learning is being used today. We even talked about how mobile learning was currently being used at Caterpillar even though people didn’t probably recognize it as mobile learning.
  • Once you understand the goals of your organization, it is time to look at how the human element can help achieve these goals. Ultimately, accomplishing a goals requires a change, requires something to get better. When working to align your mobile learning objectives with your organization's goals, think about who needs to change. This may be a somewhat crass statement, but there is no simpler way to put it. Do your sales people need to know the products they are selling better? Do your support personnel need to be more efficient? Do your customers not fully understand the value your products offer? In all of these cases there is a change that needs to take place. It may be a change in attitude that ultimately changes behavior or it may be a change in how someone works or to the information they can access. In all of these situations, you must ask 1) who needs to change, 2) What needs to change, and 3) How can they be encouraged to change through mLearning.What we did In looking at each of the three organizational goals, we determined that ultimately achieving these goals required changes to how Cat’s customers and others external to Caterpillar perceived Cat Safety. For example, Caterpillar’s industry leadership is based on the perception of those familiar with the construction and mining industry including Cat customers, competitors, safety organizations and industry analysts. While their perceptions are clearly based on what Cat Safety does, ultimately they decided if Cat is an industry leader in safety. The same is true for the products and services offered by Cat Safety. Are these products and services valuable to customers and are they valuable enough for someone to want to pay for them.As a result, we focused our efforts on ways mobile learning could help Caterpillar’s customers. We did not specifically look at mLearning opportunities for Cat Safety employees unless we thought they would have a direct and substantial benefit on customer perceptions.
  • CommunicationScope, schedule, budget, resourcesDefinition of Success / ExpectationsWhat are your expected benefits and how will you measureRoadmap for ExecutionWhat is the process for getting there
  • When looking for opportunities where mobile learning can help your organization, you must first examine the current environment. Talk to people, listen to their perspective and ask them where they think the hurdles are that prevent the organization from achieving its goals. Then use this information to look for ways that mobile devices can help lower these hurdles. Is access to timely information an issue. Does the information need to be more accurate or presented in a different way. Is information available but not in the appropriate context? Are the capabilities of today’s mobile devices such as geolocation, camera, video camera, audio recording, compass, text messaging, etc. able to provide context to this information?What we did Cat safety has a heavy focus on information delivery. Currently, the website has +30,000 visitors per month with several of the visitors returning multiple times per month. The site contains over +6000 pieces of content ranging from virtual walk arounds, interactives, Toolbox Talks, Videos and Operation and Maintenance Manual excerpts. Safety Services wanted to take their visitors to the next level by offering mobile applications.
  • What we did We identified opportunities were divided into three major categories. Make existing content available in a mobile format. The saftey.cat.com site is not set up to format properly on a mobile device, while is will display on more modern smartphone browsers, it is not user friendly. In addition, much of the content is in Flash or in large PDFs and is not easily accessible on a mobile device. As a result our first area of recommendation was to make existing content more easily available on mobile devices.Produce new mobile content. There were a number of areas identified where additional mobile friendly content could be produced. These areas centered around more detailed and specific information than currently existed on the Cat Safety website providing an opportunity to potentially offer premium information as a way to generate revenue.Develop new mobile services. As the team worked to identify various opportunities for mobile learning, many ideas were offered for ways to better communicate with workers on a jobsite. Any idea that was more than delivery of static content was put into this category.In all our team identified 26 different mobile learning opportunities.
  • Some examples:Make Existing Content available via mobile deviceMake safety.cat.com mobile friendlyWebsite elements: videos, walk around inspections, and specific PDF files (i.e. toolbox talks)Produce new mobile contentPremium walk around inspections (machine specific)Premium checklists (machine specific)New ServicesSMS Safety Messages - A mechanism that would allow safety managers to send important safety bulletins/information to their team via text message. Could also be used to alert others about a recent incident (safety standout).Safety Podcasts - A form of thought leadership from Caterpillar via publication of regular podcasts on various safety topics.PIP/PSP Notifications - Send product inspection notifications and product safety notifications via SMS. Build a mechanism for confirming receipt.Mobile version of OSHA/MSHA Regulations - An app or mobile website that makes it easy and quick to lookup or find OSHA/MSHA regulations (searchable).Warning Label Flashcards - Build a game that tests knowledge of warning labels.
  • Ranking your ideas – it is important to determine the criteria by which you want to prioritize your mobile learning ideas and concepts. Clearly, your rankings should include some way to measure how well each idea fits and addresses the organization goals that have been identified. But there are other factors that should be considered also. Issues such as device dependency and security are significant issues when it comes to mobile technology. Then there are other considerations as well such as the time to implement your ideas, the cost, skills required, etc.On the other hand, you must be careful not to over complicate your prioritization methodology. As tempting as it may be to make this an objective exercise, many of your inputs will be very subjective estimates or “educated guesses” so having a rigorous ranking methodology will be trumped by the inaccuracy of the data going in.
  • With Cat Safety we focused on keeping things both simple and relevant. First, we wanted to see how each of our 26 ideas stacked up against our three organizational goals. Then we chose two other categories that we thought were relevant to our rankings: Reach – the size of the audience able to take advantage of this particular idea. Reach included elements such as device compatibility, demand (who would use this) and ability to distribute. The other category was Ease of Implementation which considered things like development time, approval time development effort.
  • The result of our prioritization effort was a chart like this for all 26 of the identified opportunities. You can see that we rated the applicability of each idea to our three major goals and used those ratings to come up with a “Value to Cat” metric (scale 1 to 4), we then added the components of Reach and Ease of Implementation which both also had a 1 to 4 scale. In all cases, 4 was the most favorable, and 1 was the least favorable. Summing the three numbers gave us a total that we could use to rank all of our ideas.
  • We decided to recommend that Cat Safety initially implement 6 of the opportunities we had identified. For each opportunity we wrote a 1 – 2 page summary of our recommendation highlighting the elements we had determined were most important to Cat Safety:Recommendation overview – Described the idea and the benefitsApplication type – Web app or dedicated appKey audience – Who would use this form of mLearningMagnitude of impact – How many people would use this and what type of impact would it have on their safety and the safety of others.Device dependency – The mobile devices this would run onEffort to develop/cost – Work effort, skills required and budgetSpeed to market – Time to implement, get approved and deployAnalysis recap – Summary of the prioritization analysis that had been completed
  • It is more than an idea or “vaporware”Offers a means for validating your assumptions and estimatesTest feasibilityQuick winKeep it manageable Benefits don’t have to be hugeExemplify mobile learningShould be easy to understand
  • Creating a successful mobile learning strategy involves three main ingredients:KnowledgeAnalysisPlanningCaterpillar Customer Safety Services is moving forward with a number of our recommendations which they plan to have in place early 2011.

Transcript

  • 1. Developing an mLearning Strategy from the Ground Up
    Presented to ASTD St. Louis – 7/28/2011
    Chad Udell
    Float Mobile Learning
    floatlearning.com
  • 2. Presentation Overview
    • What is strategy?
    • 3. Today’s goal
    • 4. How the case study fits in
    • 5. Feedback
  • About Caterpillar and Cat Safety
    • Caterpillar
    • 6. World’s leading manufacturer of construction and mining equipment
    • 7. Fortune 100 Company
    • 8. Caterpillar stock is a component of the Dow Jones Industrial Average
    • 9. Caterpillar Customer Safety Services (CCS)
    • 10. CCS’ mission is to provide solutions that enable world-wide customers to create a jobsite culture of safety and sustainability
    • 11. Launched SAFETY.CAT.COM in June 2007
    • 12. Recognized as a safety leader in the industries they serve
  • Ingredients for a Successful Strategy
    A well defined process
    • Common understanding
    • 13. Relevant information
    • 14. Thorough analysis
    • 15. Actionable plan
  • The Process
  • 16. Understand Organizational Goals
    Strategy doesn’t work in isolation
    • What is your organization trying to achieve?
    • 17. What are the challenges?
    • 18. What are the opportunities?
    • 19. Are there existing strategies that can be enhanced?
    What we did
    • Listened and learned
    • 20. Three major goals
    • 21. Maintain Caterpillar’s leadership in the area of safety
    • 22. Look for additional value added products & services
    • 23. Generate revenue
  • Educate
    Understanding mobile learning is key
    What we did
    Explained mobile learning
    Compare and contrast mLearning to other forms of training
    Mobile statistics
    Tied examples to safety, construction and mining
  • 27. Investigate
    • Examine how things are done today
    • 28. Talk to people to understand what is currently happening
    • 29. What would they change if they could?
    • 30. Where do they see opportunity?
    What we did
    Interviewed employees and dealers
    Asked about challenges and opportunities
    Asked what their customers were saying
  • 31. Align mLearning Objectives with Organizational Goals
    Analyze goals in the context of human performance
    • Look for gaps
    • 32. Achieving goals is about changing (filling the gaps)
    • 33. Who needs to change?
    • 34. What needs to change?
    • 35. How can we encourage them to change?
    What we did
    Determined that customers were the target audience
    Focus was on customer centered mLearning opportunities
    Intentionally did not look internally for mLearning possibilities
  • 36. Creating a Plan
    Developing a complete implementation plan is critical to the success of any mobile learning strategy
    • Communication
    • 37. Definition of Success / Expectations
    • 38. Roadmap for Execution
    Three steps
    • Identify Opportunities
    • 39. Prioritize Opportunities
    • 40. Develop Rationale
  • Identify Opportunities
    • Examine identified gaps and breakdowns that are impeding achieving goals
    • 41. Are there missed opportunities?
    • 42. How can access to information anytime and anywhere help?
    • 43. Can the capabilities of mobile devices address some gaps?
    What we did
    • Cat Safety – heavy focus on information delivery
    • 44. Look to change behavior through education
    • 45. Timeliness and context an issue
  • Identify Opportunities
    What we did (continued)
    • Identified 3 major categories
    • 46. Make existing content available in a mobile format
    • 47. Produce new mobile content
    • 48. Develop new mobile services
    • 49. 26 different potential mobile learning opportunities found
  • Identify Opportunities
    What we did (continued)
    Examples
    • Make existing content available in a mobile format
    • 50. Make safety.cat.com mobile friendly
    • 51. Mobile friendly walk around inspections, toolbox talks, safety videos
    • 52. Produce new mobile content
    • 53. Premium walk around inspections (machine specific)
    • 54. Premium checklists (machine specific)
    • 55. Service Ideas
    • 56. Mobile version of OSHA/MSHA regulations
    • 57. Warning label flashcards
    • 58. SMS safety messages
    • 59. PIP/PSP notifications
    • 60. Safety podcasts
  • Prioritize Opportunities
    • Develop a way to rank your ideas
    • 61. Rankings should include link to organizational goals
    • 62. Should also include other factors
    • 63. Device dependency
    • 64. Development time
    • 65. Cost to implement
    • 66. Audience Size
    • 67. Other factors should be based on what is important to your organization and ability to build business case
    • 68. Be careful not to over complicate the process
  • Prioritize Opportunities
    What we did
    • Rated each opportunity based on its ability to help achieve each of the three identified goals
    • 69. Industry leadership
    • 70. Value-added service
    • 71. Revenue producing
    • 72. This was translated into a score: “Value to Cat Safety”
    • 73. Other factors included
    • 74. Reach
    • 75. Ease of Implementation
  • Prioritize Opportunities
    What we did (Continued)
  • 76. Develop Rationale for Your Recommendations
    What we did
    • Identified 6 opportunities to be recommended
    • 77. Wrote a 1 – 2 page summary of each recommendation highlighting the following elements
    • 78. Recommendation overview
    • 79. Application type
    • 80. Key audience
    • 81. Magnitude of impact
    • 82. Device dependency
    • 83. Effort to develop/cost
    • 84. Speed to market
    • 85. Analysis recap
  • Proof of Concept
    A proof of concept provides tangible support
    Keys to a successful proof of concept
  • 86. Proof of Concept
    What we did
    • D5 Track-type Tractor Walk Around Inspection
    • 87. Convert Flash to WebKit
    • 88. Limited deployment to iOS, Android and newer WebKit enabled Blackberries
  • Proof of Concept
  • 89. Pulling It All Together
    Keys to a successful mobile learning strategy:
    Epilogue
    • Caterpillar Customer Safety Services is moving forward with a number of our recommendations, some of which are in place already.
  • Q & A
  • 92. Chad Udell, Managing Director
    email: chadu@floatlearning.com
    twitter: @visualrinse
    @floatlearning
    (877) 90-FLOAT (35628)
    www.floatlearning.com
    Contact Information