Today’s Session   Today’s Sponsor  LeveragingUser-Generated   Content                       June 20, 2012
Tips for the Webinar:           Tweeting? Please use this tag: #Content           (800) 263-6317   or   (805) 690-5753
Today’s Speaker:               Matt Donovan               •   Executive Director, Client Services, GP Strategies          ...
REALITIES OF USER GENERATED CONTENT                                      Presented by                                     ...
TOGETHER,WE SURVEYED THE LEARNING INDUSTRY.                                              5
WE KNOW THAT CONVERGING WORKFORCE TRENDS ARE DRIVING THIS.                 1. Growing need for an agile workforce         ...
WE TALKED TO A LOT OF PEOPLE ACROSS A LOT OF INDUSTRIES. • 146 respondents across 25 industries • 58% were from companies ...
AUDIENCE POLL: WHAT’S YOUR ROLE?  Select all that apply    Create or generate content directly    Coach or facilitate th...
A BALANCE IN PERSPECTIVES.      62% had leadership titles 38% had individual contributor titles    60% lead or coach those...
WHAT WE LEARNED IS THAT… • 91% leverage or plan to leverage user-generated content • 37% feel they are doing so ineffectiv...
DEFINITION: USER GENERATED CONTENT IS……Any relevant and applicable knowledge, information, experience or expertise tobe sh...
DEFINITION: USERS ARE……Internal members of an organization and external partners who have relevantand applicable knowledge...
WHO IS AND WHO SHOULD BE GENERATING CONTENT?                                               13
AUDIENCE POLL: AT YOUR COMPANY ARE THE GAPS               BETWEEN WHO IS AND WHO SHOULD BE               GENERATING CONTEN...
WHAT TYPES OF CONTENT ARE BEING GENERATED? SME STORIES & CASE STUDIES                  69%                                ...
WHERE IS IT BEING GENERATED?                               16
WHAT TYPE OF TRAINING IS APPROPRIATE?                                        17
AUDIENCE POLL: HOW EFFECTIVE IS YOUR ORGANIZATION AT               LEVERAGING USER GENERATED CONTENT?  Choose one    Very...
HOW EFFECTIVE ARE THEY AT LEVERAGING USER GENERATED CONTENT?                                      22%                     ...
WHAT ARE THE EXPECTED AND REALIZED BENEFITS?                                             82%                   Relevance  ...
AUDIENCE POLL: WHAT ARE THE BARRIERS TO LEVERAGING               USER GENERATED CONTENT?  Select all that apply    Lack o...
WHAT ARE THE CHALLENGES TO CREATING THIS CONTENT?                             Lack of Time          71%         Lack of St...
HOW DO WE SUPPORT THE PRACTICE OF GENERATING CONTENT ?           Provide storyboards / tools        52%                   ...
AFTER REVIEWING THIS SURVEY, IT IS CLEAR THAT WE SHOULD…• Improve in leveraging user generated content effectively• Think ...
WE SHOULD EXPAND THE ROLES WE LOOK AT. 5 Moments of Learning Need                                                         ...
LET’S CONTINUE TALKING…                 MATT DONOVAN                 Executive Director, Learning Solutions               ...
Upcoming Webinars:          June 21: Power Better Business Outcomes          with Mobile Learning          June 26: Improv...
Thank You!   On behalf of Training Industry, Inc., thanks to:         Today’s Speaker: Matt Donovan         Today’s Spon...
Leveraging user generated content
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Leveraging user generated content

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As shared with TrainingIndustry.com by GP Strategies, in this busy world where the trainer is becoming curator, a study on leveraging user generated content.

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Leveraging user generated content

  1. 1. Today’s Session Today’s Sponsor LeveragingUser-Generated Content June 20, 2012
  2. 2. Tips for the Webinar: Tweeting? Please use this tag: #Content (800) 263-6317 or (805) 690-5753
  3. 3. Today’s Speaker: Matt Donovan • Executive Director, Client Services, GP Strategies • 19+ years crafting training solutions, with emphasis on performance-driven learning • Has led production on more than 300 custom online courses for Fortune 500 companies • Clients include Abbott Labs, Lilly, Nike, Pfizer, Prudential, Toyota and Wyeth • Named one of Top 10 international trainers under 40 by Training magazine
  4. 4. REALITIES OF USER GENERATED CONTENT Presented by Matt Donovan
  5. 5. TOGETHER,WE SURVEYED THE LEARNING INDUSTRY. 5
  6. 6. WE KNOW THAT CONVERGING WORKFORCE TRENDS ARE DRIVING THIS. 1. Growing need for an agile workforce 2. Emerging expectations from shifting workforce demographics 3. Increasing reach of customized technology 4. Expanding capabilities for performer networkingAdapted from: The New Social Learning: A Guide to Transforming Organizations Through Social Media; Bingham, Tony; Conner, Marcia 6
  7. 7. WE TALKED TO A LOT OF PEOPLE ACROSS A LOT OF INDUSTRIES. • 146 respondents across 25 industries • 58% were from companies with at least 1,000 employees • Nearly 40% represent technology, banking and finance, or business services and consulting 7
  8. 8. AUDIENCE POLL: WHAT’S YOUR ROLE? Select all that apply  Create or generate content directly  Coach or facilitate those who create content  Review User Generated Content  Lead or manage the User Generated Content processes  Have not worked with User Generated Content 8
  9. 9. A BALANCE IN PERSPECTIVES. 62% had leadership titles 38% had individual contributor titles 60% lead or coach those who generate 40% generate or review 9
  10. 10. WHAT WE LEARNED IS THAT… • 91% leverage or plan to leverage user-generated content • 37% feel they are doing so ineffectively • Top challenges are time, accuracy and sound design • Top benefits are increased relevance, accuracy and knowledge capture • L&D’s role should be to support those who generate in the ways that are meaningful to them 10
  11. 11. DEFINITION: USER GENERATED CONTENT IS……Any relevant and applicable knowledge, information, experience or expertise tobe shared internally or externally. “It’s about content or context that is relevant to the individual focused on learning something and/or performing a task.” 11
  12. 12. DEFINITION: USERS ARE……Internal members of an organization and external partners who have relevantand applicable knowledge, information, experience or expertise to share. “It’s about the individuals contributing to the collective brainshare of the organization.” 12
  13. 13. WHO IS AND WHO SHOULD BE GENERATING CONTENT? 13
  14. 14. AUDIENCE POLL: AT YOUR COMPANY ARE THE GAPS BETWEEN WHO IS AND WHO SHOULD BE GENERATING CONTENT … Choose one  Similar?  Narrower?  Wider?  Not relevant as we do not leverage User Generated Content? 14
  15. 15. WHAT TYPES OF CONTENT ARE BEING GENERATED? SME STORIES & CASE STUDIES 69% 15
  16. 16. WHERE IS IT BEING GENERATED? 16
  17. 17. WHAT TYPE OF TRAINING IS APPROPRIATE? 17
  18. 18. AUDIENCE POLL: HOW EFFECTIVE IS YOUR ORGANIZATION AT LEVERAGING USER GENERATED CONTENT? Choose one  Very effective  Somewhat effective  Somewhat ineffective  Very ineffective 18
  19. 19. HOW EFFECTIVE ARE THEY AT LEVERAGING USER GENERATED CONTENT? 22% 15% Somewhat Very Ineffective Ineffective 19
  20. 20. WHAT ARE THE EXPECTED AND REALIZED BENEFITS? 82% Relevance Knowledge Capture 75% Accuracy 69% 20
  21. 21. AUDIENCE POLL: WHAT ARE THE BARRIERS TO LEVERAGING USER GENERATED CONTENT? Select all that apply  Lack of time  Lack of strategy and best practices  Lack of knowledge in using tools  Perceived risk to sharing content  Lack of interest or motivation from users 21
  22. 22. WHAT ARE THE CHALLENGES TO CREATING THIS CONTENT? Lack of Time 71% Lack of Strategy / Best Practices 61% 22
  23. 23. HOW DO WE SUPPORT THE PRACTICE OF GENERATING CONTENT ? Provide storyboards / tools 52% 23
  24. 24. AFTER REVIEWING THIS SURVEY, IT IS CLEAR THAT WE SHOULD…• Improve in leveraging user generated content effectively• Think beyond formal training developed by the L&D organization• Focus more on performance needs and less on static learning• Find more ways for valuable members to contribute quickly and efficiently• Expand the network for support and content/context validation 24
  25. 25. WE SHOULD EXPAND THE ROLES WE LOOK AT. 5 Moments of Learning Need Moderator Curator 1. Learn or do something for the first time 2. Learn or do more Key learning of something and Contributor performance needs 3. Apply and refine 4. Adjust to change 5. React when something Consumer Collaborator fails or goes wrongAdapted from: Mosher et.al.Developed by Donovan , Benedicks, Ward || GP Strategies 2012 25
  26. 26. LET’S CONTINUE TALKING… MATT DONOVAN Executive Director, Learning Solutions mdonovan@gpstrategies.com 812.778.9792 http://www.linkedin.com/in/matthewseandonovan gpstrategies.com
  27. 27. Upcoming Webinars: June 21: Power Better Business Outcomes with Mobile Learning June 26: Improving Sales Performance: New Rules for Leaders For More Info / To Register / To Access Archive: Type “Webinars” into Search Box at TrainingIndustry.com Type “On Demand” into Search Box at TrainingIndustry.com
  28. 28. Thank You! On behalf of Training Industry, Inc., thanks to:  Today’s Speaker: Matt Donovan  Today’s Sponsor: GP Strategies  All of you for attending Questions or Comments? Please contact Tim Sosbe: tsosbe@trainingindustry.com

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