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11.03.2009

Virtual Teaching Is Easy – 8 Tips

Online dating is devoid of the trappings of body language. There’s no eye contact, subtle touching, preening etcetera, etcetera. As body language is the most reliable indicator of how others perceive us, it’s the cornerstone of effective communication. This premise is also common to teaching virtually. Here too, there is no eye contact, and little ability for the instructor to determine visually, if the class is lost, interested and or engaged. In an environment such as this, it can be a daunting task trying to deliver content overall, keep it engaging, all the while staying on track. Here are a few tricks of the trade you should use to ensure a successful teach.

  1. Own the content
  2. Command the Environment
  3. Lose the distractions
  4. Present in manageable bites
  5. Don’t skimp on equipment
  6. Location, present in a quiet one
  7. Be a student
  8. Have a personality
10.16.2009

The Best Video (and Podcast) Ever(ish)

The embedded podcast and movie are the best I’ve ever seen and heard in my life. I invite you to take a listen and a peek.

GroupWise Quickstart Guide

Yes, I oversold them a touch but I needed your data. Moreover, as a creator and deliverer of content it’s critical to be able to measure the engagement level of the target audience. Regardless of the scenario, be it training, marketing, or the development sales collateral.

The question you should be asking is;

  • What should I be measuring?

Traditionally, engagement level metrics have centered on counting the number of downloads and capturing audience impressions via embedded forms and static surveys. Unfortunately, these measurements are close to useless.

Case in point, most organizations have a library of content designed to enable its direct and indirect sales teams, technical staff, new employees, etc. This content consists of videos, podcasts, articles and white-papers. Counting the downloads and possibly the frequency quantifies which content is popular and which is not. The questions that cannot be answered are:

  • Was the white-paper, article, video or podcast consumed completely?
  • Where did the audience spend the most time in the document?
  • Where did they pause and rewind the video/audio?
  • How long did it take them to consume the white-paper?
  • Where did they spend the most time in the article?

This is but a subset of the questions that enable content creators in building the ‘good stuff’. Arming them with this information focuses content development and the associated spend in the right areas for the right people. As important, engagement level measurement ensures a consistent, high quality product the target audience is sure to need and want prior to asking for it.

09.17.2009

Your Learning Philosophy is Wrong

Which statement is correct?

A. Information overload is a problem common to many learning environments.
B. Many learning environments suffer from a lack of the right information.

Unfortunately, both are correct.

Environments can suffer from one or the other but not both simultaneously. Often the second is predicated from the first. In an attempt to streamline the menu of available educational content, organizers prune aggressively. Learning paths are created to organize data into bite size chunks. Finally, the information is ordered in a ‘logical’ linear format. Consume this first, then this, and finally this. This method is neat, clean, organized and is wrong a majority of the time.

What’s missing is context. Learning is a highly contextual experience by nature. Good teachers, naturally use facial expressions, eye contact and body language to determine if their students get it. In contrast, many courses or learning activities that are developed and delivered to sales professionals and support staff alike, are devoid of this. A popular excuse is, virtual, online, self-paced learning prevents this from happening. That assertion too, is wrong.

What’s missing is the ability to process the digital body language (DBL) of the audience. The DBL is processed by calculating the sum of a person’s:

Sales performance (or lack there of)
Previously completed learning activities
Job function
Career path
Areas of interest
Market dynamics
Departmental & organizational objectives
Upcoming product releases
Upcoming program changes

This data is then used to create a personalized learning campaign that follows audience members indefinitely. The content delivered to the learner can be anything from pertinent blog posts, articles, and white-papers to formalized activities such as self-paced/online courses with quizzes attached. The premise is, to truly enable an audience, content must be delivered, cheaply, in a timely fashion and to the right people at the right time.

08.31.2009

Failing is Good

The use of web delivered learning activities by organizations has grown substantially. With respect to the economy and how it has reduced budgets, common business activities are still required. In regards to training; partners, customers, and sales teams, still need to be enabled. Although organizations get it, they are having difficulty creating and implementing sticky learning activities.

Most audiences view elearning as required reading and the associated exams as annoyances. The fundamental issue with exams of this nature is, approximately 95% of learners pass on the first try. The method we’ve developed to mitigate this, is building exam failure into the design process. Designing in this method, improves the quality of the supportive materials in addition to increasing the audience’s attentiveness to detail. No one likes to or wants to fail. For our purposes, failing is positive in that the exam forces the learner to review the content again in search of gaps in understanding. Something we as humans naturally do. This method improves information retention while deepening the level of engagement and interest.

This requires a marketing type approach. Many instructional designers and learners view learning activities as one-time events with zero follow up. The marketing type approach centers on a learning campaign, which is matched to a learning path. The learning path represents the menu of learning activities and the order of consumption. The learning campaign, is designed around a learner’s digital body language. This language is derived from their job function, material they’ve consumed, exam scores, product release dates, marketing campaigns, etc.

Engaging the learner from this perspective aligns activities and materials to job functions and to what their audience will be asking them. The innate benefit of this is approach is, a high level of engagement and the development sticky content overall.

08.06.2009

Shrinking the Distance

Shrinking the distance between your organization and your customer is as simple as having a conversation. You can use blogs and tweets, but video, by far is the best at conveying complex concepts effortlessly. Check out Common Craft if you’re skeptical.

RSS in Plain English
Social Networking in Plain English

Video enables the assimilation of content 30% faster as compared to face-to-face interactions. Furthermore, the percentage of organizations who have incorporated video into the selling experience at both the customer and channel levels remains small. This leaves the door open for you, Mr. Marketing Executive. It leaves the door open for you to begin differentiating yourself at the service level opposed to the product level.

Video, which talks through the pertinent aspects of your product, distills it into its essence. An added benefit is it positions you as a trusted advisor. Where you take the dialogue you’ve created is up to you but it should lead down the path of improved customer satisfaction overall.

Improved customer satisfaction is a multifaceted concept. Part of it resides in the hands of your channel. They’re on the front lines, and don’t forget, they own your customer. Training them consistently, intelligently and cost effectively is essential to your personal success as a marketer and your organization as a whole. Leveraging video to reduce the cost of face-to-face trainings while providing a consistent and repeatable training experience will pay dividends in the long term.

Skeptical?

Try it for yourself. Create a 2-minute video of an intriguing or misunderstood part of your product. Post it to YouTube. Tag it appropriately so that it’s easily found. Allude to it via a blog post or Twitter tweet. Set up a Google alert. Then sit back, remain attentive and see what the uptake it is. Positive or negative, I challenge you to find a comment that you’re unable to use constructively to:

Better your product
Improve communications surrounding your product
Turn a foe into a friend

07.28.2009

Twitter (Marketing) Gets Learning

Marketing works when it’s accompanied by elements of learning. Twitter recently unveiled Twitter101, which answers the question:

How can your business use Twitter?

Does it get any simpler than that? I think not. Contemporary business speak is maligned with jargon, fancy words and phrases that frankly, mean nothing. Anamitra Banerji has distilled this message to its core.

Mr. Banerji opens the piece with a concise explanation of what Twitter is and how it works. This opening, positions the tactical capabilities of Twitter front and center. The real value of the piece is in the business stories that impart how the tool is used to:

Share information
Gather real-time market data and feedback
Build relationships with the customers, employees and partners

Providing this type of focused, real world use case information creates a buzz which; reinforces Twitter’s focus on ‘real’ business challenges and sets the stage for bundled services that will be unveiled at a later date.

So, where’s the learning activity?
It’s all around you, stupid.

Twitter101 educates and emphasizes

Who Twitter is.
Why Twitter is relevant.
What Twitter does for the individual.
What Twitter does for the organization.

Isn’t that marketing? Yes
Isn’t that learning, too? Yes

There isn’t an associated quiz. There’s no form to fill out. There’s no portal to log into either. Quizzes, forms and portals don’t transform marketing activities into learning activities. Whether or not you learned something makes it a learning activity. In short good marketing is founded in learning and compelling learning has its basis in smart marketing.

07.23.2009

The Benefits of e-Learning are…

•    Increased productivity of employees
•    Measurable ROI
•    Increased speed to competency
•    Decreased travel expenses
•    Insurable consistency of delivered material
•    Ability to communicate subject matter expertise to a broader audience
•    Obtainable usage metrics
•    Infinite life-cycle of course-ware
•    Reduction in printed material costs

06.29.2009

Match.com

Often times the most effective learning activities are the ones that resemble learning the least. They are often disguised as marketing and speak directly to the end user.

Take for instance, Match.com. They’ve recently unveiled their Summer QuickSTART campaign. In their own words it’s designed to address, “Everything from writing your profile and using our search tools, to sending irresistible emails, and planning a great first date”.

How’s that for clarity of purpose? The audience knows immediately, the purpose of the activity and what they’ll walk away with. The four videos correspond with,

  1. Writing your profile
  2. Using their search tools
  3. (How to) send irresistible emails
  4. (How to) plan the first date

The videos are supported by a splash page that illuminates, in greater detail, the points covered by the actors. Purposefully, they are short and the language is kept lite. Succinctly, this is learning plain and simple.

As important as what it communicates is how it’s positioned. To consume this information the audience doesn’t need to be a member of Match. It’s free. Match doesn’t even ask for their information. Brilliant! Additionally, the content is presented in a relatively holistic fashion. The tips and tricks garnered from the videos can be as easily applied to the competition (eHarmony and Plenty of Fish) as they can to Match. This is a risk, but smaller than one might think, in that the videos position Match as the subject matter experts of Internet dating and they’re educating their potential audience for free. In short they’re executing trust-based marketing expertly with an undertone of learning.

What would happen if you aligned marketing and learning activities with the sales process?
Where does the marketing end and the learning activity begin?

06.19.2009

Learning Activity Semantics

What type of learning activity will you employ to enable your partners, sales teams and customers? Will it be some sort of E-Learning course? Maybe it will employ the tenets of distance learning. Better yet, it should be delivered via virtual classroom.

At the end of the day, it’s semantics.  There are two ways to look at learning. The first is learning that’s designed to enhance job and organizational performance. The second is learning that’s designed to satisfy a check box that communicates, “Yes, I took this training course”.  The latter of the two is not where you want to be, for a number of reasons.

One, check box training possesses a low ROI. Second, the most valuable training materials, regardless of delivery mode have second, third and fourth lives. They become points of reference and are shared, tagged and enhanced in lockstep with the evolution of the idea or product they support.

Learning materials that fall into the second category are typically the most compelling because there’s a 1:1 correlation between the information they communicate and the audience’s job related responsibilities. Additionally, they break the rules of traditional education delivery. Rather than forcing the audience to consume the information linearly, they work with how the audience thinks or needs the information.

The delivery modes are blended and use both digital and print liberally. These courses behave more like conversations between an SME and an interested disciple, opposed to a freshman chained to a desk in a 1500 person lecture hall.

Which experience sounds most appealing to you?

If you said the first, I implore you to never return to this blog. If you’re compelled by the second, stick around; we’re just getting started.

06.12.2009

Three Steps To A Better Conference

A recent article in BusinessWeek outlined three steps for making conferences better.

  1. Conferences and meetings should tell unique stories
  2. Conferences should be for, by, and about the attendees
  3. Conferences should be about more than just eating and sitting

I agree. The BW list is wonderful when vetting whether or not to attend a conference however they’ve missed the point. It’s not about conferences. It’s about what conferences or face-to-face interactions provide. Rather than searching for a way to drive traffic to a conference smart companies are figuring out ways to have better conversations. Here are a few:

  1. Good conversations are rout with anecdotal stories
  2. Conversationalists listen as much as they speak if not more
  3. Effective conversations start in the mode the audience is accustomed to using