Tony Karrer hosted a great webinar on the future of e-learning business trends. Here are my notes from the Skillcast e-learning webinar:
Bersin and Associates
(their website includes research, resources, and blogs):
-11 % reduction in companies
-More toward blended model-redefine training
-less content, more relevance, more job related
-”deep specialization”–whats driving value
(sales, consultants, engineering, whatever) in high value roles
-TAT interactive creates simulations
-How to compete with free? How to make money with free?
-Sponsorship (Wired: How to make money with free)
-Increase relevance.
-Deep dive into to become an expert. Can talk to the industry people about their industry.
-Become a consultant. Talk about things you can’t build.
-Focus on accountability
-Company–focus on sustain results. Create new value and markets with clients.
-Tony: How to make money for free?
-Tony: Pent up demand for skills vs. learning?
Panelist: Lisa of Amplify Selling
-Trends for corporate buyers
-Have to fight for an hour vs. a half day for front line. Unless its compliance training (ie 2 hour requirement)
-Immediate ROI
-Where placing accountability
-Shift in HR and training roles
-Reasonable customization and turn around time. Tremendous pressure on learning companies.
-Less staff.
-Large firms have moved away from customization and toward volume.
-Lots of desperate felon strategies (???) Being badgered for sales. Sale at all cost vs. relationship.
-Not a lot of room for growth. No abandonment of traditional.
-Companies digitizing own content.
-Not doing a lot innovation (not a lot of products coming to marketplace)
-Letting go of senior sales force. Juniors are more willing to badger and cheaper.
-Irritated when they
-Winning: Expertise and ability to customize. Agility (speed/flexibility/rapid e-learning,) and personalized service.
-Five Supplier Trends (manage cost, blended, desperate sales, minimal innovation, talent management-letting go of seniors)
-Tony: E-learning spend is flat??? Whats the scoop on e-learning???
-Percentage to e-learning is flat or declining. They don’t want catalogs of content.
-They want to solve urgent problems (customized, tailored, ) (ie Computer Associates or Ciscos revamp of sales. High powered with deep) Catalog market has peaked.
-Social learning is a new trend.
- (???) Companies trust front line of people more than others (???)
-Corporate Learning Officers (CLOs)–Can’t fulfill all demand.
-Informal learning (processes, approachers so learn from each other and share best practices) The training department can NEVER keep up) Tap into high value programs. Customize offering a little more now.
-Guarantee results. Focus on results. (Training department not the buyer.)
-Has the buyer changed Lisa?
-Still have corporate universities and learning and development (in other cases you may have to seek out the one with money–the buyer)
-The VP of sales will likely still go to the internal learning person.
-Money and projects from training person.
-At most 20% of learning in org. is formal. Not as relevant.
-Tony: Emerging models? Making money for free and other ideas. Outside the box–new models that training companies should be evaluating.
-For instance Live Mocha is a competitor to Rosetta Stone. Manderine Chinese, German, etc.
-Internet has created the expectation of getting stuff for free (an email is not enough)
-Malcolm Gladwell as the market for free vs. for fee. Hopefully viral knowledge–very high value. (article in the New Yorker)
-Incredible tool to reach buyer.
-Value and education to educate about services, gain credibility to create momentum and pipeline.
-Some people gave away services and then sell them. Hallmark Greeting cards–this creates resentment. (not a bait and switch down the road)
Ann Herrmann-Nedhi, CEO Hermann International (also board member of the Association of Learning Providers (ISA))
-Everybody wants to play in the game and we all want to make up the rules (iPhone model and metaphor and do you have an app for that–its a mindset shift)
-How do we better involve learners in developing their own learning experiences?
-How do we make learning easier, more comfortable, and make it pay off?
-Ask your customers and associates what “apps” they want and/or “rules” they would like to remove to make their lives easier (are we asking enough of the right questions)
-High School never ends. Social networks are here to stay.
-How do we integrate social networks into our business worlds?
-What aspects of social learning can be leveraged to gather, manage, and dispense knowledge?
-Time/productivity–Set boundaries to keep it focused. Don’t try to figure it out all at once.
-Ask customers how they are using social media
-[social learning is replacing old systems]
-Continuous partial attention (padded pole in London for texters)
-Timesnapper, Todoist.
-Start designing learning in smaller, accessible chunks.
-Its hip to do good (Good Magazine and Habitat for Humanity)
-How do we engage the social passions of learners in shaping their development experience?
-[front-end customer strategy]
-We balance a customized world (extreme awareness of whats happening in the rest of the world) Zazzle allows you to customize most any clothing
-Google maps to look at Swine flu (or some other disease spread)
-[TV didn't kill the movies]
-How do we really customize learning? (no REALLY customize)
-How do we prep
-Design your products to have a custom “wrap” that is relatively easy to change
-Use the extreme awareness to get input into your scenario planning
-Leadership attributes need to change to support a changing business world.
-”Great leaders need to create arguments”–andre martin of Mars
-What does the new world of leadership look like?
-How do we encourage leaders to create constructive arguments?
-How do we prepare ourselves and leaders to address the “Triple bottom line”? (people, profit, planet)
-Creative contention one of your power tools. (ability to hear from others is mission critical)
-ISA will publish whitepaper and visualization.’
(13:42)
Future of the Business of Learning, Inscape Publishing
-Inscape Publishing for soft skills through HR consultantcies in 26 languages–over one million learners per year. Content and context
-Training, video, powerpoint and assessment.
-We producing the legos of soft skills.
-Three forces are shaping our biz
-Demand for custom/premium solutions growing
-Personalization of feedback is absolutely critical to learning process
-Trainers need to have content that is open and adaptable (if we put out quality out there we will be rewarded)
-Markets desire for cool design and innovation is coupled with reluctance to pay for it.
-As my grandmother would say “Cheap is cheap”
-What would Picasso do?
-But that only took you 2 minutes?
-If I’m giving something for free-what am i trading for
-The free part of our offer: (creates stickiness in our system)
-50K a month–going through a platform. Opt into survey. Publish with training magazine.
-Results on Managed Smarter (by searching my name)
-End user was studied. Orgs still putting emphasis (77%) on proprietary training.
-Learners of all ages like e-learning/training
-Low tech techniques for multiple examples and problem solving
-Not all the bells and whistles. Implies simulation is good for transfer.
-Tony: Untypical supplier.
Development Dimensions International (DDI) Pete Weaver
-How you make your money is a lense on how you see the world
-Leadership assessment and development (softskills)
-Not about technical training–it requires practice
[Loss of Boomers knowledge aka needs facilitation to solve]
-Ethical obligation. Tied to business intent.
-The “new normal” Change their culture. Level 4 or Level 5 if you believe in this one
-This is commoditizing the industry. Major shift in the seas. Can swamp our boats.
-Lawyers/ etc. unfamiliar with how to create change in their organizations.
-Quality-money into R + D
-Really look at needs of the organization he’s serving (deep dive)
-Not selling–helping them find the outcomes that meet business intent.
-Talking to leaders about outcomes (not about inputs)
-Be careful with tech bandwagons. I’m an early adopter. New tech finds place in web of human life–don’t overtake the old. (ie internet didn’t entirely replace the old) For instance we still have radio. They accrete themselves to what we are doing.
-The magic is in the mix (R+D cost)
-Not starting with technology in mind–but starting with the end in mind.
-Take the analogy on GPS. He already knew how to drive the car. Don’t want to get a GPS before they know how to drive a car. Same with airlines and nuclear power plant.
-Performance support is critical if the person can use it.
[self-directed learning needs to be re-inforced to stick]
Systemation
–Systemization provides project Management training–experiential–20% lecture and 80% case study with facilitator to help (check out their website for theseSystemization resources)
-Industry Challenges #1: Economic reset through 2010 (their organization has been pared down–no funds and no support and they are stressed)
-We start off with discovery call and find out what pains them.
-The consultative process is very much handicapped in the current economic client (only X to spend)
-Industry Challenges #2: Clients think our content and time should be free
-Will pay for the experience. They learn via war wounds.
-Limited to 20 to 1 people ratio in learning.
-We complement with value add. You pay for it once. You get the whole package which is worth more. -Next trend is gaming. Will break the 20 to 1 ratio. My kids are playing games.
-Project management–interact and see the outcomes. Would help with just in time. It would also become infinity to one.
-Helping us get new business. In these difficult economic times–ability to change to new vendor due to cost or customer service. Having good customer service is an asset. Really helping us lately.
You can see a summary of the ideas each person covered (in all four sessions) on this future of the business of learning blog post.
The next update to these trends will be November 17-19, 2009 It will be online and free:
The theme/focus this year is on Convergence in Workplace Learning
* Enterprise 2.0
* Communities and Networks
* Knowledge Management
* Corporate Libraries
* Talent Management
You can learn more about this free e-learning conference at Tony’s E-learning tech blog.