developing a learning strategy for mobile and social (keynote)
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© 2011 Altimeter Group
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© 2011 Altimeter Group
2Image used with Attribution as directed by Creative Commons:
http://upload.wikimedia.org/wikipedia/commons/4/4b/Bee_waggle_dance.png
Keynote for eLearning GuildJune 21, 2011
Jeremiah OwyangIndustry Analyst, Partner
Developing a Learning Strategy for Mobile and Social
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The Landscape has Changed
How Companies are Organizing (The Bee Hive)
Framework: Mobile & Social Learning Honeycomb
Next Steps
Agenda4
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© 2011 Altimeter Group
The Landscape has Changed
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Mobile growth is explosive6
Source: Morgan Stanley Research
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While Mobile is explosive, it’s amorphous7
Source: Morgan Stanley Research
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The ways people use mobile radically varies8
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People are communicating and learning on the go9
Send information
Retrieve/Access
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Of course Social has been growing, too
Source: Comscore, February 2011
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Last year – for the first time – Facebook surpassed Google and Yahoo! for share of time spent
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Mobile: the Medium and the Context11
Features: What it means:
GPS
Touch
Sensors (A/V)
Contacts
Portability
Location-Aware
Intimate & Interactive
Physical Intelligence
Personal & Social
Accessible Everywhere
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How Companies are Organizing:The Bee Hive
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Organizational Models
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DECENTRALIZED
- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun
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- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
CENTRALIZED
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HUB AND SPOKE
- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross
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MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
- e.g. HP
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HOLISTIC
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos
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How companies organize for social business
Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010
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Most Novice companies organize in Centralized
Source: “How Corporations Should Prioritize Social Business Budgets,” Altimeter Group, February 2011
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Framework:Mobile & Social Learning Honeycomb
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Framework: Mobile & Social Learning Honeycomb24
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Framework: Mobile & Social Learning Honeycomb25
Who (teaches)
Who (learns)
What
When
Where
How
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Framework: Mobile & Social Learning Honeycomb26
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In each section we will explain:
Framework
Definition
Real-world examples
Insights
Tip: look for “anchor” icon in upper right
Legend27
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Framework: Mobile & Social Learning Honeycomb28
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Chatter allows any employee to share expertise anywhere, at any time
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Chatter “turns the company into a meritocracy,” according to Marc Benioff, who said SalesForce is
“changing the compensation systems to reflect the folks who are
really making a difference.”
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Epocrates CME integrates P2P interactions and expert discussions
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Epocrates provides “Continuing Medical Education” to
healthcare professionals, who can compare answers with
experts and community members.
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Experts are empowered to share knowledge anywhere through mobile + social
Yet a risk of crowdsourced content is mediocrity
Therefore, leverage the crowd for facts and case examples, but rely on experts for creativity and vision
From expert and crowd: Insights31
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Framework: Mobile & Social Learning Honeycomb32
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Classmates share and review notes anywhere with StudyBlue
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Students can connect and share custom-created review materials. Students can “like”
effective notes and share them with other classmates.
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University of Phoenix uses iPhone app for class discussions
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Students can view, draft, and reply to class discussions,
learning and supporting each other in spite of busy schedules.
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YouVersion’s Bible app allows users to engage with their community
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App users can share notes with other users, engage in live
community discussions, and share thoughts and quotes on
Facebook and Twitter.
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Learning can be augmented with peer support, or even made into a competition
Yet learning with peers should be supportive only – peers may not have the best knowledge or share all their resources
To promote social learning, include gamification and benchmarking
From siloed to group: Insights36
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Framework: Mobile & Social Learning Honeycomb37
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A “Vook” combines reading with video and social networking
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Consumers can read books or learn new skills interactively, with video and community.
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Professionals find and learn about office space with Regus augmented reality app
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Users can view full descriptions of each center’s facilities, as well as photos.
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People expect rich, up-to-date content, in easily digestible formats
Yet dynamic content must be kept updated
Leverage the crowd to keep content frequently updated, and leverage syndicated feeds
From static to dynamic: Insights40
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Framework: Mobile & Social Learning Honeycomb41
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Merrill Lynch’s GoLearn executive education program allowed “on demand” training
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Using BlackBerry in 2008, Merrill Lynch executives finished courses 45% faster while maintaining a 1% improvement in
users’ assessment score.
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Ernst & Young produces podcasts to keep accounting professionals updated
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Podcasts are produced multiple times a week on current accounting topics.
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Learning no longer has to be linear (i.e. one path from start to finish)
Yet content can be confusing as users start wherever they want and skip back and forth
Be sure to provide context, as a story isn’t always clear
• Take a page from TV shows to “recap,” or mention prerequisites
From fixed time to time-shifted: Insights44
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Framework: Mobile & Social Learning Honeycomb45
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Serta educates potential customers about its mattresses
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QR Codes can be used to learn more, unlock
achievements, “check-in,” etc. at totally new locations.
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Voxiva turns mobile phones into health coaches with constant updates
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Voxiva sends personalized health education tips through text-messages
and mobile web apps (e.g. for pregnant women, smokers, etc.).
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Mobile can help us utilize content at the right place, with maximum relevance
Expect people to be overloaded with information in any given location
Therefore, you must provide context (i.e. LBS, social profiles, or history) to provide relevant information
From fixed to any location: Insights48
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Framework: Mobile & Social Learning Honeycomb49
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“Hello-Hello” breaks language-learning down into bite-size pieces
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Users can choose from various topics and find easily digestible videos,
take quizzes, and even get feedback on practice.
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Bass Pro Shops is deploying a mobile sales learning program with iPads (via OnPoint Digital)
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The program is intended to replace the current online training, done on a shared
workstation in the break room.
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Rexi Media’s “Presenter Pro” app offers training and tips for public speakers
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Users can select topics in any order, as they see fit, and find easily digestible videos, take quizzes, and
even get feedback
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Content is easier to consume when it’s broken down
• “From steak to shish-kabab”
But don’t expect trainees to have comprehensive knowledge
Incorporate “gamification” or status bars so it’s clear what they’re missing
From comprehensive to components: Insights
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Next Steps
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1. Know your bees: how your audience using social and mobile
2. Analyze your bee hive: how information passes through your organization
3. Embrace the risks: crowdsourcing our jobs isn’t a threat, it makes us more efficient
4. Mobile doesn’t fragment our classroom, it provides ubiquitous learning
5. Use the Honeycomb framework in your strategy, but always begin with business objectives
Next Steps55
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Research Interviews:
Robert Gadd
OnPoint Digital
Carmen Taran
Rexi Media
Paul Clothier
TapLearn
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Altimeter Research Team
Jeremiah Owyang
Industry Analyst
@jowyang
Andrew Jones
Researcher
@andrewjns
Andrew
Nguyen
Research Intern
@andrewhdn
© 2011 Altimeter Group
Framework: Mobile & Social Learning Honeycomb58
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