Identifying the most effective ways of attracting & engaging members through digital channels
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Joni Tyler, Head of CPD of The Royal Institute of British Architects presents on: Strategies for E-Learning: ensuring your message and CPD system is clear and balanced with other learning channels; Which delivery method from webcast to live webinar; Strategies for the four distinct age groups of your membersIncreasing membership engagement and loyalty.
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Identifying the most effective ways of attracting & engaging members through digital channels
- 1. HOST SPONSOR #ACTech15 ORGANISED BY Head of CPD Identifying the most effective ways of attracting & engaging members through digital channels Joni Tyler The Royal Institute of British Architects
- 2. Joni Tyler, Head of CPD, RIBA Disruption and CPD
- 3. Using disruption to increase learning engagement
- 5. this one doesn't work
- 10. Rapid disruption
- 13. Changes in industry Changes in qualifications + education Services directive + PQD 2020 and 2025 Professionalism Ethics and UN Charter
- 19. MOOC
- 20. Agility
- 21. Versal
- 26. Mobile internet Automation of knowledge work Internet of things Cloud technology Advanced robotics Autonomous vehicles Next generation genomics 3D printing Advanced materials Advanced oil and gas exploration and recovery Renewable energy
- 28. Embracing disruption and being disruptive Being responsive Innovating Delivering for five generations Delivering across multiple channels Keeping ahead to keep members Encouraging agile, rounded, responsive, personalised learning Going from doing digital to being digital
- 29. Questions What organisational changes needed? How can you be more agile? The IT case or the business case? Can you embrace disruption? Will you leave it to the cool kids in the corner?
- 31. Sam's story
Editor's Notes
- Regular disruption is now a fact. By that I don’t mean being late for work because the Central Line has delays or one of your team calling in sick or your president having an idea that means you have to put everything else on hold. Digital disruption refers to changes enabled by digital technologies that occur at a pace and magnitude that disrupt established ways of value creation, social interactions, doing business and more generally our thinking. Digital Disruption can be seen as both a threat and an opportunity. I am not an expert on digital learning or digital technology. I guess you would say that like most of you, I am a digital immigrant – and more about that in a few minutes. However, I am aware that there is no such thing as a “digital” business or organisation anymore – all businesses are now by default digital to some extent. And that includes the RIBA, who are about to undergo a “digital transformation”. That does NOT mean that the RIBA will become a virtual organisation. It means instead that we will use digital technology to help us to achieve our goals. That could be websites but equally it could be the tools to help staff do their jobs more efficiently and with fewer headaches. It’s not about being high tech – it’s about making life easier. And please – I am not calling for the replacement of face to face service delivery – rather the augmentation.
- This is really just meant to provoke thoughts and discussion. It’s not linear and it’s not a template for how to do it. Each digital journey will be different according to the needs of your business. Some of you might be in stage 3 – some may be at the chaos stage. These are just a few insights I have picked up and wanted to share. And some of these ideas won’t scream CPD to you, but are meant to show that for most digital technologies, we could probably find a use in learning and CPD.
- The term digital native was coined and popularized by education consultant, Marc Prensky in his 2001 article entitled Digital Natives, Digital Immigrants, in which he relates the contemporaneous decline in American education to educators' failure to understand the needs of modern students.[1] His article posited that "the arrival and rapid dissemination of digital technology in the last decade of the 20th century" had changed the way students think and process information, making it difficult for them to excel academically using the outdated teaching methods of the day. In other words, children raised in a digital, media-saturated world, require a media-rich learning environment to hold their attention, and Prensky dubbed these children "digital natives”. So if most of us are natives or immigrants, what are people – many of whim are our members – who have never and may never migrate, and who need CPD and services, and who, crucially, are probably the most loyal of your members? Digital immigrants are believed to be less quick to pick up new technologies than digital natives. This results in the equivalent of a speaking accent when it comes to the way in which they learn and adopt technology. A commonly used example is that a digital immigrant may prefer to print out a document to edit it by hand rather than doing onscreen editing. Or phone you to ask if you’d received her e mail! On the other hand, contrary evidence suggests that this admittedly memorable distinction is possibly facile and overstated, and while young people appreciate technology in the classroom, they still expect and value face to face instruction.
- This translates into a social phenomenon not yet witnessed: five generations are about to be working side by side. They include: Traditionalists, born prior to 1946 Baby Boomers, born between 1946 and 1964 Gen X, born between 1965 and 1976 Millennials, born between 1977 and 1997 Gen 2020, born after 1997
- So there is a massive amount of research and information out there detailing how the generations differ on all kinds of work related issues, how their upbringing influenced socio cultural attitudes, and as part of this, how they approach many issues pertinent to you out there as providers of CPD and as professional bodies. In particular, the millennials will have different thoughts about how they learn, impatience for the boring, inborn facility with technology, less loyalty to organisations, preference for creativity, intolerance for repetitive tasks, less likely to respect authority because it demands it, the best educated generation, see themselves as networked and global. They also grew up in a child centred world. They want to make a contribution and ethics are very important to them. This is the “everyone is a winner” generation. But there is WAY more research out there, and I can send Chris a set of links to disseminate next week.
- So not only is the demographic of the workforce changing, offering huge disruption, The pace at which innovation happens, technology changes and businesses adapt to these changes is stunning. Today’s disruptive technology will become tomorrow’s competitive advantage. That is exactly what is going to happen to learning – not just in its native form but also along with all the disruptive technology that comes along with it.
- Airbnb is a website for people to rent out lodging.[1] It has over 1,000,000 listings in 34,000 cities and 190 countries.[2][3][4] . Users of the site must register and create a personal online profile before using the site. Every property is associated with a host whose profile includes recommendations by other users, reviews by previous guests, as well as a response rating and private messaging system An example:
- Some of the most exciting disruptive innovations are coming from Africa: people acting with agility, in a collaborative yet entrepreneurial spirt, using technology to improve life for African citizens. M-Pesa (M for mobile, pesa is Swahili for money) is a mobile-phone based money transfer and microfinancing service, launched in 2007 in Kenya and Tanzania. It has since expanded to Afghanistan, South Africa, India and in 2014 to Eastern Europe. M-Pesa allows users to deposit, withdraw, transfer money and pay for goods and services easily with a mobile device and WITHOUT BANKS and WITHOUT CASH The service allows users to deposit money into an account stored on their cell phones, to send balances using PIN-secured SMS text messages to other users, including sellers of goods and services, and to redeem deposits for regular money. Users are charged a small fee for sending and withdrawing money using the service.[3] The service has been lauded for giving millions of people access to the formal financial system and for reducing crime in an otherwise largely cash-based society.[5]
- A number of disruptive technologies are changing learning and CPD delivery models, whilst also giving people multi channel content when and where they want it, in an engaging, free, agile collaborative manner. The chief of these is the huge popularity of the MOOC.
- Business agility refers to distinct qualities that allow organisations to respond rapidly to changes in the internal and external environment without losing momentum or vision. Adaptability, flexibility and balance are three qualities essential to long-term business agility. Agility is needed to respond to, cope with and use disruption. And for us, agility is necessary to be able to deliver CPD, information + services to members. Case in point, the changes to the CDM regulations.
- Versal is a new way for anyone to create interactive online courses and share them with the world – no coding required. Versal’s platform is free and open to anyone with knowledge and the desire to share it. It works simply by the use of gadgets and plain old typing. Making learning enjoyable and memorable, you can use gadgets to embed gamification, reading, videos, quizzes, Prezi presentations and much more. You and your team can author and release quickly and agilely – or you can use members or others to create a steady stream of content.
- McKinsey estimate that together, applications of the technologies discussed in their report on the 12 key disruptive technologies could have a potential economic impact between $14 trillion and $33 trillion a year in 2025. This estimate is neither predictive nor comprehensive. It is based on an in-depth analysis of key potential applications and the value they could create in a number of ways, including the consumer surplus that arises from better products, lower prices, a cleaner environment, and better health. And of course, at least four of these apply to CPD. I guess what you would say about 4D printing is that the dna of the material is programmed so that the printed object evolves over time, reacting to environment, stimulus or whatever.