Session 6: Using Marketing Tactics for L&D Success (Yvonne Chen of Udemy for Business and Tim Quinlan of Intel)

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2 likes•489 views

Once you have your L&D program ready, how do you get people to show up? Simple marketing tactics can be the reason your programs succeed or fall by the wayside. Hear from Udemy for Business' Sr. Director of Marketing, Yvonne Chen, and Intel's Director of Digital Platform for Learning, Tim Quinlan, on how to think like a marketer to boost learning adoption across your learning programs and ultimately develop lifelong learning fans.

Technology

Yvonne Chen 
Udemy for Business
Head of marketing
@ChenEnnovy
Tim Quinlan  
Intel
Director of digital
platform for learning
Using marketing
tactics for L&D Success

Marketing tools
Education/training
We need to reskill ourselves on a
regular, continual basis

Marketing tools
Education/training
1990  
TV, Radio, Print
1987  
UC Berkeley
1992  
MBA from  
Harvard Business School
We need to reskill ourselves on a
regular, continual basis

Marketing tools
Education/training
1990  
TV, Radio, Print
1995  
Internet
1998  
SEO/SEM
2005  
YouTube ads
2007  
Social Media  
Marketing
2008  
Marketing  
automation
2009  
#Advertising
2010  
Social Media  
Management
1987  
UC Berkeley
1992  
MBA from  
Harvard Business School
2014  
Account-based 
marketing
2015  
Instagram  
advertising
2017  
Snapchat  
advertising
?We need to reskill ourselves on a
regular, continual basis

L&D is needed more today than
it ever has been before

45% of workers believe
that company provided
training is not applicable
to their day-to-day jobs
Source: 2016 Emerging Workforce Study by Spherion Staffing

The L&D experience needs  
to be consumer-grade

Employees are  
no longer a captive audience
for corporate L&D.

knowledge 
share
teaching
Learn
experience
development
mentorship
Coaching
Internet

Catching up Dealing with
external changes

Catching up Dealing with
external changes
Advancing my career

Catching up Dealing with
external changes
Advancing my career Always learning

• Unique packaging
• Distinct placement
• Clear positioning

Intel’s Learning team
They have a real ability
to put themselves in the
customer’s shoes.

Attraction
Spark interest
1
Retention
Build a love for
learning
3
Acquisition
Get them to learn
2
Referral
Create lifelong 
learning fans
4

Shared Mean Feedback
video in company Slack
channel to drum up
excitement

Attraction
Spark interest
1
Acquisition
Get them to learn
2
Referral
Create lifelong
learning fans
4
Retention
Build a love for
learning
3

Positive messaging and
segmentation
Segmented surveys

Mean Feedback:  
The series!
#udemy-learns  
Slack channel
Stickers for learning
ambassadors

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The market is changing fast, and jobs are being reinvented every 3-5 years. The problem is, we can’t go back to school every 3-5 years because it’s time consuming and expensive. Combined with people’s changing workplace expectations, we find ourselves in a new working world with a different set of employee engagement challenges. The solution to all these challenges is to consumerize learning at work. Why? Your training solution should operate at a higher level. Your employees expect the best user experience from their favorite personal apps in their daily lives, and the technology expectation at work should be no different. People want an intuitive and engaging learning experience so that they can acquire new skills at their moment of need. This is what consumerizing learning is able to achieve. In order to succeed at developing and retaining the best talent, organizations today must invest in consumer-first learning technology that keeps up with changes in the market, and keeps employees productive and happy. Key Takeaways: - Why learning is being consumerized and what you can do to manage it - The key changes in learner behavior and the learning landscape - What it means to offer a consumer-first learning solution

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2. Yvonne Chen  Udemy for Business Head of marketing @ChenEnnovy Tim Quinlan   Intel Director of digital platform for learning Using marketing tactics for L&D Success

3. Yvonne Chen  Udemy for Business Head of marketing @ChenEnnovy Tim Quinlan   Intel Director of digital platform for learning Using marketing tactics for L&D Success

4. Marketing tools Education/training We need to reskill ourselves on a regular, continual basis

5. Marketing tools Education/training 1990   TV, Radio, Print 1987   UC Berkeley 1992   MBA from   Harvard Business School We need to reskill ourselves on a regular, continual basis

6. Marketing tools Education/training 1990   TV, Radio, Print 1995   Internet 1998   SEO/SEM 2005   YouTube ads 2007   Social Media   Marketing 2008   Marketing   automation 2009   #Advertising 2010   Social Media   Management 1987   UC Berkeley 1992   MBA from   Harvard Business School 2014   Account-based  marketing 2015   Instagram   advertising 2017   Snapchat   advertising ?We need to reskill ourselves on a regular, continual basis

7. Marketing tools Education/training 1990   TV, Radio, Print 1995   Internet 1998   SEO/SEM 2005   YouTube ads 2007   Social Media   Marketing 2008   Marketing   automation 2009   #Advertising 2010   Social Media   Management 1987   UC Berkeley 1992   MBA from   Harvard Business School 2014   Account-based  marketing 2015   Instagram   advertising 2017   Snapchat   advertising ?We need to reskill ourselves on a regular, continual basis

8. Marketing tools Education/training 1990   TV, Radio, Print 1995   Internet 1998   SEO/SEM 2005   YouTube ads 2007   Social Media   Marketing 2008   Marketing   automation 2009   #Advertising 2010   Social Media   Management 1987   UC Berkeley 1992   MBA from   Harvard Business School 2014   Account-based  marketing 2015   Instagram   advertising 2017   Snapchat   advertising ?We need to reskill ourselves on a regular, continual basis

9. L&D is needed more today than it ever has been before

10. 45% of workers believe that company provided training is not applicable to their day-to-day jobs Source: 2016 Emerging Workforce Study by Spherion Staffing

11. The L&D experience needs   to be consumer-grade

12.

13. Employees are   no longer a captive audience for corporate L&D.

14.

15. knowledge  share teaching Learn experience development mentorship Coaching Internet

16.

17. 4 workplace   learning moments

18.

19. Catching up

20. Catching up Dealing with external changes

21. Catching up Dealing with external changes Advancing my career

22. Catching up Dealing with external changes Advancing my career Always learning

23.

24. • Unique packaging • Distinct placement • Clear positioning

25. Establish your brand positioning

26. L&D Brand Positioning For [target audience], our L&D team delivers [unique value claim] because of [unique core capability]

27. Intel’s Learning team They have a real ability to put themselves in the customer’s shoes.

28.

29. A simple marketing framework that works

30. Attraction Spark interest 1 Retention Build a love for learning 3 Acquisition Get them to learn 2 Referral Create lifelong  learning fans 4

31. Attraction Spark interest 1 Retention Build a love for learning 3 Acquisition Get them to learn 2 Referral Create lifelong learning fans 4

32. Udemy   “Feedback is Fuel” program

33. Shared Mean Feedback video in company Slack channel to drum up excitement

34.

35.

36. Attraction Spark interest 1 Acquisition Get them to learn 2 Referral Create lifelong learning fans 4 Retention Build a love for learning 3

37. Positive messaging and segmentation Segmented surveys

38. A hands-on approach to learning

39. A hands-on approach to learning

40. Access, Time and Investment

41. Attraction Spark interest 1 Retention Build a love for learning 3 Acquisition Get them to learn 2 Referral Create lifelong  learning fans 4

42. Mean Feedback:   The series! #udemy-learns   Slack channel Stickers for learning ambassadors

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