44% of L&D professionals say their staff are reluctant to engage with online learning but Towards Maturity’s direct research with learners shows that perhaps they are not as reluctant as we think! This interactive session, first presented at the Learning Technology Summer Forum 17th June 2014, takes a fresh look at how L&D professionals can think about not only grabbing learner’s attention but turn that attention into action. Here we show how to apply killer tips from the world of marketing to today’s L&D challenges.
The presentation also introduces the Towards Maturity Engagement Index to help L&D organisations identify how their engagement strategies compare with others. Readers can identify their Engagement Index, and 21 other effective practice indices by participating in the Towards Maturity Benchmark Study at www.towardsmaturity.org/benchmarktoday.
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Grabbing the attention of time starved Learners
1. 17th June 2014
Laura Overton
laura@towardsmaturity.org
Grabbing the Attention of Time-Starved Learners
2. When was the last time you
did something that you
weren’t planning to do?
What captured your
attention?
How many of us are time
starved?
When did you last take a
chosen detour?
What caused you to do
something different?
Why did it capture your
attention and focus?
7. ‘’Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience –
with the objective of driving profitable
customer action.’’
Content Marketing Institute
Lessons from Content Marketing
COMMUNICATING
WITHOUT SELLING
8. Lessons from content marketing 1:
Understanding your audience
Getting inside the heads of
our starved workers?
• What are they struggling with?
• What is important to them?
52% believe their company
clearly communicates learning
opportunities
66% staff want recognition that
they have completed online
learning
9. Lessons from content marketing 2:
Think about the journey
Awareness
Interest
Engagement
Influence
Application
10. Lessons from content marketing 3:
Develop a Connection
Entertain Inspire
Educate Convince
11. Lessons from content
marketing 4:
Draw on a Rich
Toolkit!
Infographics
Blogs
Toolkits
News
Quotes
Testimonials
e-books
Opinion
Pieces
Articles
Guides
Case
Studies
DemonstrationsIMAGE
VIDEO
TEXT
PODCAST
3RD
PARTY
INTERACTIVE
Games
Quizzes
Competition
Research
12. Lesson 5:
CREATE THE SIZZLE
• Relevant
• Unique
• Tell a story
• Move your audience to
respond
– Create conversation
– Stimulate Interaction
– Call to Act
• Readable - your learners
don’t read, they scan!
• Work the headlines
13. Lessons from content marketing 6:
Don’t Limit Distribution Channels
Information Conversation
Direct
Mail
Webinars
Social
Media
Face to
face
Website
14. Lessons From Content Marketing 7:
Think Retro: Old Techniques, New Methods
Newsletters
Posters
Print
Email
15. Bonus tips: Work The Headlines
• Short and sweet (8 words!)
• Lists with numbers (odd ones!)
• News headline – exclusive interview
with ....
• How to headline – Little known
ways of ....
• Question headline – Who else
wants....
• Promise – what are you promising?
• Targeted to audience – a managers
guide to…
• Simple/Obvious
• Action verbs
16. Lessons from Content Marketing 8:
Engage Your Influencers
Who influences
our staff?
40% Managers
7% L&D Key
Influencers
Experts Peers
17. WORKING THIS OUT IN
PRACTICE!
Imagine you are a content marketing expert…
18. Exercise:
Your client is rolling out a new
eLearning programme
An organisational values programme aimed
at all staff.
Goal 100% completion & anecdotal
evidence of behaviour change
YOUR TASK:
Help them create a communications plan to capture the
attention of their time-starved staff
19. Become aware of
programme
Be interested in
involvement
Engage in the course
Influence others to
participate
Goal: Establish a content marketing plan that will cause them to:
CSA Sophie
Manager Mike: Head-Office
Helen:
Apply learning at
work
20. TASK:
In 10 minutes, come up with 3 content ideas and 1 killer
headline that will capture their attention:
Content
Type
What stage of
the journey will
this influence?
How will you
distribute
content?
When will you
distribute?
1
2
3
One Killer Headline:
21. CSA Sophie
Task: What approach will you use to engage Sophie?
Content
Type
What stage of
the journey
will this
influence?
How will you
distribute
content?
When will
you
distribute?
1 Photo Competition - what illustrates
‘commitment’ for you?
Awareness/
Interest
Microsite
Company TV
channel
Throughout
campaign
2 Case study – how colleagues have
used values to change ..
Apply
Influence
Engage
Forum
Yammer
Video
After 2
weeks of
launch
One Killer Headline: Exclusive interview with ____________ – Why I Wish I Had Values!
Example
23. Lessons from Content Marketing: Bonus Lesson
Make a Plan!
Top performers are
Twiceas likely to
have a communications
plan in place for all key
stakeholders
24. LESSONS FROM CONTENT MARKETING
1
• Understand your audience
2 • Map out the journey
3 • Develop a connection
4 • Create the Sizzle
5 • Draw on a rich toolkit
6 • Don’t limit distribution channels
7 • Think Retro!
8 • Engage your influencers
Make
a
Plan!
25. Engaging Learners
There Are Some Things We Can Control!
Top learning companies following a new type of Learning Agenda that is bringing HR, Individuals
and company needs together. One aspect of that is having a truly customer activated learning strategy
26. 0% 20% 40% 60% 80%
Learnersputwhat they learn into practice quickly
Learnersrecommende-learningto colleagues to improvejob
performance
Wehave noticed positive changesin staff behaviour
Managersagreethat e-learning delivers additional business
benefit
Bottomquartile Sampleaverage Toplearning companies
Top Learning Companies Report More Engagement:
By understanding and responding specifically to learner needs , top learning companies
are also reporting more engagement than average - across the board
27. Engaging time starved learners
The NEW Towards Maturity Engagement index
Exploring the behaviours of the top learning companies led us to identify a new Towards
Maturity Engagement index www.towardsmaturity.org/in-focus/engagement2014
29. # Benefits achieved # Barriers reported
Engagement index Quartile
The Holistic approach delivers
30. YOUR NEXT STEPS?
Cut through the
noise!
Receive your free
copy of ‘Building
Staff Engagement’
Follow the conversation on Twitter: #GetTheEdge2014
Show me the Value
-How to promote
mandatory training
and
31. The Towards Maturity Benchmark study
is made possible thanks to Towards
Maturity’s Ambassadors:
Leading learning organisations who share our passion that independent
research should be freely available to all .
To join or find out more go to:
www.towardsmaturity.org/ambassadors
32. About Us
Towards Maturity is a benchmarking
practice that provides authoritative
research and expert consultancy
services to help assess and improve
the effectiveness and consistency of
L&D performance within
organisations. It leverages the data
gathered from the largest learning
technology benchmark in Europe.
Download our case studies to support
your business case for change at
www.towardsmaturity.org
Find out your own Towards Maturity
Index to see if you are amongst the
top learning companies at
http://mybenchmark.towardsmaturity.org/
Lauraoverton
Towardsmaturity
New Learning Benchmarksn
Contact us via:
Editor's Notes
44% of L&D professionals say their staff are reluctant to engage with online learning but Towards Maturity’s direct research with learners shows that perhaps they are not as reluctant as we think! This interactive session takes a fresh look at how L&D professionals can think about not only grabbing learner’s attention but turn that attention into action . By applying killer tips from the world of marketing to today’s L&D challenges, this session aims to help us to:
Effectively use content to connect
Communicate with clout
Lure in the line managers
Use old marketing techniques in new ways
Turn the disenchanted into advocates
Our attention gets captured by things that are inspiring, entertaining, provide an emotional connection, useful, new, captivating, engaging, funny interesting informing, meaningful, unexpected, powerful
Our attention gets captured when we are bored, ready_for_something new or ready_for_distraction.
We know what we do in learning is good for people but what can we do to/capture attention engage ?
Lets look at this from the learner perspective
The marketing process is all about listening , understanding needs,creating products that meet the needs of the organisation, communicating that those products exist, encouraging action, reviewing the impact of the product and communication on take up and using that feedback to link into the next product phase.
Summarised as the 5 p’s of marketing
Definition from http://contentmarketinginstitute.com/what-is-content-marketing/
www.towardsmaturity.org/learnervoice1
3 minutes to introduce scenario
Your client , the L&D team are responsible for the rollout of a new e-learning programme aimed at all staff.
The goal is that 100% of staff will have completed the programme within 10 weeks from launch. Senior executives are fully behind the programme and expect to see anecdotal evidence of attitude/behaviour change
Designed well with user and manager input,
It contains:
CEO video
Stories from clients and staff
Links to news in the press
Graphical cartoon characters
CSA Sophie:= Has a spare 30s every now and then. Always on Twitter
Manager Mike: -Doesn’t want an increase in workload, or anything really.
Head-Office Helen =Trying to manage everything, all the time. Always on the go
5 minutes to wrap up
www.towardsmaturity.org/2013benchmark
This session has focussed on how to use marketing techniques to win hearts and minds but this needs to be seen in the wider context to fully engage learners
Those in the top quartile of the Towards Maturity Engagement index report more benefits and fewer barriers
L&D leaders are invited to participate in the Towards Maturity Benchmark for free to identify their current engagement index and more.
Personalised feedback provided will help participants to identify the next steps required to help them improve engagement and results.
All Benchmark Participants completing prior to 30th June 2014 will receive a free copy of Building staff engagement and Learner Lab’s ‘Show me the value – how to promote mandatory training.