Developing a Learning Strategy for Mobile and Social (Keynote)

© 2011 Altimeter Group

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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


The Landscape has Changed

How Companies are Organizing (The Bee Hive)

Framework: Mobile & Social Learning Honeycomb

Next Steps

Agenda4

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The Landscape has Changed


Mobile growth is explosive6

Source: Morgan Stanley Research


While Mobile is explosive, it’s amorphous7

Source: Morgan Stanley Research


The ways people use mobile radically varies8


People are communicating and learning on the go9

Send information

Retrieve/Access


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


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


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


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


Framework: Mobile & Social Learning Honeycomb24



Who (teaches)

Who (learns)

What

When

Where

How




In each section we will explain:

Framework

Definition

Real-world examples

Insights

Tip: look for “anchor” icon in upper right

Legend27




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.”


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.


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




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.


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.


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.


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




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.


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.


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




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.


Ernst & Young produces podcasts to keep accounting professionals updated

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Podcasts are produced multiple times a week on current accounting topics.


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




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.


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.).


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




“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.


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.


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


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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© 2011 Altimeter Group© 2011 Altimeter Group

Next Steps


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



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