What can we learn from consumer social networks
to improve engagement with learning communities?
Carl Hodler – Content Str...
What we can learn from the consumer space?
Photo: Harry Thomas Photography
80 Percent of Social Business Efforts Will Not
Achieve Intended Benefits Through 2015
Gartner 2013
Social media went mainstream in 2011

Photo: http://www.italktelly.com
Social networks have driven up daily internet use
73% of UK population access web every day
Almost half of UK adults use s...
94 percent increase in the amount of daily shared content in 2013. 

(Source: Facebook)

niallkennedy
Social activity on mobile has tripled in 2013

Data: Flurry
Photo: TaylorHerring
Social is perfect content for mobile

tyle_r

Photo: tyle_r
65% of users of social network use the platforms to
learn about a brand products or service every month

Data: The Social ...
Over 111 Million ‘how to’ videos on YouTube GB

Data: YouTube
Photo: YoutTube
What are audiences benchmarking?

•
•
•
•

Purpose
Relevance
User experience
Emotional
engagement
• Multi channel
• Commun...
Netflix spent 18 months developing their new interface through design
iteration and testing
Photo: NetFlix
A big budget doesn’t guarantee a great user experience
Is it possible to apply good practice from consumer digital space to 

online learning communities at work?
Get a deep understanding of your audience.
Communicate purpose at every opportunity
Innovate experience around familiar conventions
Spotting engagement trends
“Testing - it always feels too early or too late”
e
vat o it
oti d
M to
me

Take your communications to your users
t
for fu
is
ww

w. l e a r n e r l

ure
om

F

ab

.c

Inspiration from future trends
1. Understand your audience
2. Communicate a simple purpose
3. Innovate around familiar conventions
4. Test/listen continu...
Consumer focused digital engagement books
@learnerlab
Regular learning engagement updates
For help with engaging your
learning audiences …

carl@learnerlab.com
www.learnerlab.com
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What can we learn from consumer social networks to improve engagement with learning communities?

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Carl Hodler, Content Strategist at LearnerLab presented this slide-deck at Learning Technologies Conference 2014 (London Olympia). The talk explored what corporate learning communities can learn from consumer social networks to motivate engagement.

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  • Independent consultancy Developing engagement strategies
    Help learning orgs better connect with audiences.
    Content strategist specialising in UX and game design 7 yrs BBC, Playstation Channel 4 designing content Consumer audiences
    The impact > consumer digital space > learning audience > harder to ignore
    We set up LearnerLab to bridge this gap
  • 10 minutes > How we’ve got to the point over 100m How to videos made by consumers
    what we can learn from Netflix build more user focussed learning content.
    Last year Gartner report
    HALF of large organizations will have internal ‘Facebook-like’ social networks by 2015
    Only 30% will be considered essential
  • Same report states
    80% of social business efforts will fail to meet targets
    This is out of alignment with the success that social networking is having in our personal lives.
  • Most of us would agree social networking has been mainstream for sometime.
    Even back in 2011 every TV show promoted a hashtag.
    Social media had felt like the ultimate second screen experience.
  • But what is interesting
    Social network usage is still growing
    And it’s growing fast.
    73% of uk adults internet every day
    Reason behind this is
    50% of UK adults are using social networks
    WHAT ARE THEY DOING?
  • Social networks / Facebook in particular
    Seem to be getting people to return regularly
    Also efficient at turning people into active users
    That is a user not only visits regularly but also interacts with content
  • Reason seen Growth activity
    72% UK adults own smartphones (deloites)
    Social activity tripled on mobile last year
  • People love social media on mobiles because
    Looking for short but fulfilling activities on mobiles
    Get some emotional engagement in the time it takes to order a cappuccino
    We know this from the kind of games we play on mobiles.
    It turns out that Social media delivers this perfectly
    Brands have realised of social media in marketing for some time on all platforms
  • Thanks to investment in delivering product and service knowledge via SNS
    Audiences > using SNS to discover and share knowledge
  • But consumer audiences are creating content too
    A phenomenal amount of ‘How to’ on YouTube.
    Every kind of content
    People want to create, consume & share knowledge >consumer space
    Crafting online identities > sharing information.
    User generated, crowd sourced learning on YouTube is attracting big audiences.
    So why So many Social Business Efforts > fail > incredible level of engagement > consumer space?
  • The success of social media creates the demand for social media at work
    But it also creates the user expectation
    This could be the problem that could cause 80% of social business efforts to fail
    Our audiences > naturally benchmarking corporate tools against > consumer services
    Use Facebook, You Tube and Wikipedia > love their simplicity, usability and cross platform consistency.
    Get turned off > don’t get the platinum service on business systems> grown accustomed too.
    Not interested decade of investment and refinement.
    And who can blame them.
    But are big budgets the secret to success?
  • Well, big budgets certainly help.
    Spend 18 months designing, developing and refining netflix latest update > wouldn’t be cheap
    Made that investment > evidence on the return on investment
    Which was proven last week announced - added 4m new users in Q4
    People who tried the demo – loved the system and started paying
    But money isn’t the magic bullet
  • Often see big IT projects go wrong.
    Engagement issues arise > designed around technical processes > rather than user needs.
    Users unclear where to begin
    Too much copy to read
    Not enough detail when it was required
    Very strict username and password
    Unhelpful messaging when problems arise
    healthcare.gov was plagued by these engagement issues
    Could have been designed out if they were more like Netflix
  • So what did Netflix do that healthcare.gov didn’t
    How do the consumer social networks sustain growth and engagement?
    How can we use similar engagement strategies to ensure our social business efforts wont fail 2015
    Here are 6 strategies to use to help motivate engagement with communities
  • Easy to experience disconnect with an audience > making assumptions our own experiences
    healthcare.org demonstrated what can go wrong
    Netflix invest in getting a deep understanding of their audiences Via surveys, focus groups and listening to conversations online
    Create successful social networks for learning > deeper understanding of our audiences
    DISCOVER
    Why and how people like to learn for work – motivations and preferences
    What current challenges they face
    What do they think is important
    What conversations they are they already having
    How do they behave online at work and in their personal lives
    What channels, devices and social media use
    Use to create your business case, better solutions
  • Communicating clear purpose is crucial to creating a shared understanding of what the community is trying to achieve
    It’s natural for audiences to think
    What’s in it for me
    What’s in it for my colleagues
    What does the organisation get out of it.
    Facebook takes every opportunity to communicate purpose > interface.
    The phrase What’s on your mind is perfectly > mission statement
    But you could use illustrations, photographs, video or copy to reinforce your primary message.
    Should be at the forefront of your content and communications strategy.
    Leave your audience in no doubt What the point of your service is
  • Don’t force your audience to think where it’s not necessary
    Use familiar conventions where possible
    Make your audience feel confident > using your platform
    Innovate around these conventions
    Tessello had a couple of unique features
    We spent most of our time getting these right
    Audience felt confident
    New features didn’t cause friction
  • So how do you spot engagement trends.
    Look for similarities appearing in consumer networks
    Well, it’s not often easy to spot them early, but when Twitter and Facebook both start using bigger images in their news feeds then it’s a pretty safe bet that they have been proven to engage users
    It’s probably something that your learning community
    Definitely a low cost way of increasing engagement.
  • I always liked this, because it’s true
    Really should be testing all the time with real users
    Netflix used A/B testing - found out bigger images engaged users
    Deployed test content to real users to test features
    They also analysed data to see what was working and what wasn’t
    That didn’t just apply to the interface, but the content too
    Testing and evaluation will show you where you are succeeding
    And help you improve your experience
  • Twitter don’t expect their audience to use the service every day without prompting
    And neither should you.
    system notifications
    email notifications
    engaging email messages with strong calls to action to keep audiences engaged
    What’s trending, What’s happening in your network, What are others saying, youll be interested in this person too
    Make sure you using all your communications channels effectively to keep audiences returning and engaged
  • New technology can inspire new thinking
    Mindmeld uses news and social history to help you have better conversations.
    Imagine watching a video on tessello
    The tin can API giving me suggestions on relevant content I’ve viewed in the past
    Giving me snippets of copy so I can share these with my colleagues.
    So when you see a new technology or platform
    Think how could that work for my learning community
  • We can’t stop people comparing learning experiences with those they use as consumers
    But we can use the techniques that these services employ to better connect with our audiences.
    I’ve only skimmed the surface of how we help organisations like Brightwave engage their audiences.
    But I hope it’s given you a taste of how using consumer influenced engagement strategies
    HELP You
    You’re in the 20% of organisations who are getting the results from social business efforts in 2015
  • What can we learn from consumer social networks to improve engagement with learning communities?

    1. 1. What can we learn from consumer social networks to improve engagement with learning communities? Carl Hodler – Content Strategist Learning Technologies 2014 London Olympia
    2. 2. What we can learn from the consumer space? Photo: Harry Thomas Photography
    3. 3. 80 Percent of Social Business Efforts Will Not Achieve Intended Benefits Through 2015 Gartner 2013
    4. 4. Social media went mainstream in 2011 Photo: http://www.italktelly.com
    5. 5. Social networks have driven up daily internet use 73% of UK population access web every day Almost half of UK adults use social networks Data: ONS Flurry
    6. 6. 94 percent increase in the amount of daily shared content in 2013. 
 (Source: Facebook) niallkennedy
    7. 7. Social activity on mobile has tripled in 2013 Data: Flurry Photo: TaylorHerring
    8. 8. Social is perfect content for mobile tyle_r Photo: tyle_r
    9. 9. 65% of users of social network use the platforms to learn about a brand products or service every month Data: The Social Media Report Photo: RedBull Facebook
    10. 10. Over 111 Million ‘how to’ videos on YouTube GB Data: YouTube Photo: YoutTube
    11. 11. What are audiences benchmarking? • • • • Purpose Relevance User experience Emotional engagement • Multi channel • Communication Photo: Troublemakers inc
    12. 12. Netflix spent 18 months developing their new interface through design iteration and testing Photo: NetFlix
    13. 13. A big budget doesn’t guarantee a great user experience
    14. 14. Is it possible to apply good practice from consumer digital space to 
 online learning communities at work?
    15. 15. Get a deep understanding of your audience.
    16. 16. Communicate purpose at every opportunity
    17. 17. Innovate experience around familiar conventions
    18. 18. Spotting engagement trends
    19. 19. “Testing - it always feels too early or too late”
    20. 20. e vat o it oti d M to me Take your communications to your users
    21. 21. t for fu is ww w. l e a r n e r l ure om F ab .c Inspiration from future trends
    22. 22. 1. Understand your audience 2. Communicate a simple purpose 3. Innovate around familiar conventions 4. Test/listen continuously – act on results 5. Connect with your audience wherever they are 6. Spot engagement trends 7. Use emerging trends for inspiration
    23. 23. Consumer focused digital engagement books
    24. 24. @learnerlab Regular learning engagement updates
    25. 25. For help with engaging your learning audiences …
 carl@learnerlab.com www.learnerlab.com

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