Designing 70:20:10 learning campaigns

getglasshouse.com.au
Principal Consultant
Dr Robin Petterd
Founder of Sprout Labs

LearnD helps organisations cut
through inefficiency and
complexity by architecting a
learning & knowledge
ecosystem that is business
focused, customer centric and
cost effective.
Sprout Labs builds digital
learning platforms that
enable you and your team
to author, deliver and
measure high impact
digital learning
ecosystems.

• The Learning While Working podcast
• The blog
• eBooks
• The recordings of past webinars
• We are looking at running a virtual conference
Other content from Sprout Labs

• 70:20:10 and Learning while working
• The process for designing a learning campaign
• Push compared to pull learning campaigns
• How digital learning technologies can be used in a
learning campaign
We will discuss

Learning from
experience
Learning from
others, especially
from your direct
manager
Learning from
courses

3 keys to achieving this
Different
thinking process
e.g. Design
thinking
Different
learning
models
Different
approaches
to learning
technologies
e.g open
technologies

Manager as
learning leader
Employee as self directed
learner
L&D as ecosystem
designer

What goes wrong when working
with the 70:20:10 learning model
Not designing and supporting the “70”
Not supporting managers
Not scaffolding and helping employees become self
guided learners
Focusing on professional developments plans first –
while L&D stays focussed on courses

70:20:10
Can't directly control the ”70” so you design
manager and peer interactions to foster the
“70”

For you, what does it mean to be learning while working?
Having opportunities to work on things that stretch you
Not leaving your work in order to learn
A stretch task to accomplish + resources to use + time to make
it happen + safe place to fail
Learning becomes invisible as the right scaffolding supports &
fosters learning
I identify something I need as a part of my work e.g., using
Illustrator to edit a pic, I then use Youtube or other sites to
learn how to do it
Learning by doing in a ‘safe’ training environment
Learning while working, to me, means constantly applying new
understanding on the job; constantly looking for foundations
Tackling a challenge, coaching with someone else, and
reflective practice to identify what went well
Providing staff with opportunities to develop their knowledge
and skills, particularly with the support of their supervisor
Learning while working means a culture of continuous
improvement, and enablement
To be able to continuously grow and learn new skills while
actually working
Listen to others, watch how others do things, not just blindly
working day in and day out. Being mindful of what is
happening.
It means going to Youtube to watch tutorials because there is
no other way to build that volume of internal resources
Manager has a grab bag of tasks that bolster learning
Continuous improvement to create organisation sustainability
"Learning while working at work" means continuously learning
more about your organization
Being challenged ... not every minute, but regularly
Continual reflection on practice

70:20:10 is a model not a
framework

An ecosystem is an interactive
system of components that
work together

A ecosystem mindset is the
perfect way to build a 70:20:10
learning model

It’s the natural way to learn.
Jay Cross

concrete experience
Observation
and reflection
formation of abstract concepts
based upon reflection
testing the
new concepts
Kolb on experiential learning

Increase experience
Increase the articulation of learning
Increase reflection
Upcoming podcast with Paul Kearney

A learning campaign is a series of learning
experiences that occur over time and across
different mediums that are designed to
create behavioural change.

Campaigns approach applied to learning
Focused on learning transfer
Video
Quiz
Self-assessment
Quiz Video
10:

70:20:10 = working beyond courses
Learning campaigns are a useful approach
for working beyond courses

Campaigns and the 70:20:10
Learning
log
Manager briefs
then work-
shadowing
Work-shadowing 70:
20:
Mirroring

Learning Marketing
It should be about
changing behaviour
Influencing a buyer to
make a change e.g. buy
a new product or
service

What can L&D learn from
marketing?
The campaign based approach - repetition
Focus on emotions
Storytelling
Short messaging
Visual
More in the podcast with Mike Taylor - https://www.sproutlabs.com.au/blog/what-
learning-can-learn-from-marketing/

Building strong emotional content
Value proposition for learner
Exploring “why” at an emotional level e.g. how do I
feel about this? How might the team feel different?

Stages of change – model
Unaware Contemplating Preparation for action Action/Trying Maintaining
Marketing
Sales
Customer
The course
No visibility or follow up
Individual motivations are often ignored
Not “segmented”
Nurturing

One of the big trends in marketing
Marketing automation – triggering
different (often email) sequences
based on someone’s behaviour e.g.
visiting a web page

What are some tools and strategies Marketing uses that may
be useful to learning?
Visual, simple and clear messaging
Infographics and Engaging graphics
Persona
Gamification, infographics, video teasers
Data analytics - looking at stats of pages most visited. etc.
Video vignettes of colleagues talking about their experiences
Asking questions and using the answers to personalise
Visual aids such as posters
Celebrity endorsement (could be a leader in the organization
or from the outside community)
Ensuring there is an emotion. Sense of fun always works
They give you a ‘why’ you need something, positive sounds,
graphics
Freebies and giveaway
How to get managers on board to a useful and growth inspired process.
The bottom line would improve.
Data insights
Story-telling
The human touch that video teasers/follow-ups provide, infographics as
job aids, use of programs
Exclusivity - be part of the ‘club’
Catchy communication that triggers certain feelings and experiences
Short videos from C suite on importance of learning for performance
Distilled messaging
Urgency - Hurry, ends in 5 minutes - BUY IT NOW!
Added value and the feeling of a bargain
Exclusivity - we've tried that and sometimes it backfires in learning in a
large organization
Love the urgency - your colleagues have signed up to this...
All of our top performers have engaged with this content/completed
this course within 24 hours
Invitation rather than requiring engagement

Marketing Learning & Development
Pull Has to pull people into the buying
cycle
The buyer is in control
Could L&D pull people into a
learning cycle for discretionary
learning?
Push Pushes out messages hoping a
buyer will engage
Organisation has to push out
learning

Learners
Business
problem
Context

Learners
Business
problem
Context
What data do you have?
What data could be impacted?
What ’channels’
do learners
want you to
use?
What are the
’channels’
you can use to
support people?

What ’channels’ exist in your organisation that L&D are not
using?
Daily team meetings, notice boards
Intranet, screens in break rooms
In the elevators - on the screens where
advertisements usually are
Physical space, e.g. TV screens that are used for
announcements
Placing material in company vehicles
Back of toilet doors
Desk drops
Digital LMS, some Instructor lead training, websites,
digital platform learning, certificates, etc
Webinars - for some reason we don't use these
internally
Mobile phones
Wallpapers on desktop on computers, wallpapers on
ipads
Yammer
Messages from executives (newsletters, regular blog spots)
Communication directly from top management
Testimonials with a photo of graduates that might have completed an
internal qualification
In elevators where advertisements usually are
SMS push, etc.

Observational Instructional Standard
work
activities
Investigative
strategies
Reflective/
building
Learning
activity
Work-
shadowing
Process walk
through – a peer
explains
Mirroring – a
novice does
the same
tasks as
expert and
compares
Diagnosis Developing a job
aid or tool other
learners could use
Projects
Questions
a manger
could ask
"What did you
learn from that
observation?”
“What did you
learn when
you compared
your work?”
Give feedback on
the tool and ask
“What have you
learnt?”
Novice Expert
More in the podcast with Graeme Kirkwood
https://www.sproutlabs.com.au/blog/workplace-learning-guides/ and the Developing
Expertise eBook
On the job learning activities

Notifications as a way to scaffold the 70
Learner – Workplace tasks, questions to ask peers and
manager, MCQ as self assessments, questions to
answer in their learning log
Managers – What has someone completed? What
workplace activities could they be doing? What
questions could I be asking my employee?
This can be automated using some of the ‘smart
content’ approaches we have in Glasshouse.

Email e.g. Mailchimp Spaced learning/micro learning – e.g.
Glasshouse
Text and image content Text and image content and direct links to
interactive content
Tracking data is designed to go into sales
systems
Tracking is done using learning standards
such as xAPI
Is a low cost. Designed for small businesses Is a higher cost enterprise tool
Triggers are based on pages viewed Triggers can be based on learning interactions
Is focused on email Can be used to build mobile apps and some
of the platforms include a mobile app
Pro and cons of using marketing tools to compared spaced
learning and microlearning platforms

We want our onboarding program to
prepare people to become self-guided
learners.
How could 70:20:10 campaigns be
used in this onboarding program?
Attend e.g., site safety meeting, site consultative
committee, attend other dept. meetings to meet
the people and what they doing
Review all the content and determine what is
knowledge, what is skill, what is social/cultural
and needs to be the induction
Build a guided ‘scavenger hunt’ through the
corporate intranet to find and complete quizzes
on key documents, processes
Accessing SMEs and creating networks
We implement a Buddy system and is supported
by a sequential learning induction program in our
LMS - for reporting purposes -
Some people need a guide on how to become a
self guided learner
Day in a life of videos to set expectations and
generate interest
Thiagi style Bingo cards ... sort of like scavenger
hunt
Information provided before attendance
Pub trivia quiz to understand key business
areas/function services
Ask your employees what they want and what
helps them learn & perform on the job & build
A key element is access to information to extend
skills/knowledge
‘Guided tours’ through physical and information
AR/VR

We want our compliance program to
role model the 70:20:10 approach.
How could campaigns be used in this
program?
Scenario-based compliance training where learners are allowed to continue down a wrong path to see
consequences
Formal knowledge transfer of the compliance need (the policy or whatever)
Would work best if there is a realistic risk assessment
Daily conversations about real compliance issues - like with tailgate talks for safety compliance

Glasshouse is a sophisticated HTML5 based cloud
authoring platform and delivery platform that works
with your existing LMS.
Spaced learning activities can be sent via email and
mobile notifications in mobile app. These are
triggered by learner actions in the learning
experience.
Messages can also be sent to coaches and managers
as well.

Each week I spend a few hours focused on talking with
people who have been to our webinars.
If you are interested in having a chat about getting
started in digital learning or improving your digital
learning my contact information is below.
Dr Robin Petterd
M: +61 419 101 928
E: robin@sproutlabs.com.au

Designing 70:20:10 learning campaigns

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