CETS 2013, Margaret Duggan & Trevor Drewry, slides for Tapping into Available Resources to Launch Your eLearning
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CETS 2013, Margaret Duggan & Trevor Drewry, slides for Tapping into Available Resources to Launch Your eLearning
- 1. © 2013 kCura. All rights reserved. Tapping into Available Resources to Launch Your eLearning
- 2. © 2013 kCura. All rights reserved. kCura – Develops web-based software for the processing, review, analysis, and production of electronic evidence during litigation and investigations. Margaret Duggan, Education Manager – Background: Training, documentation, e-learning Trevor Drewry, Marketing Manager – Background: Digital and experiential marketing Who Are We
- 3. © 2013 kCura. All rights reserved. • Creative and critical thinking about how to promote eLearning content • What has worked for us • Considerations and recommendations • Q&A (you ask us; we ask you; we all ask each other) • Exercise (time permitting) What We’ll Cover
- 4. © 2013 kCura. All rights reserved. You learn something – from us or from a peer – that you can immediately implement to promote your eLearning content Our Goal
- 5. © 2013 kCura. All rights reserved. Open floor for particular issues Q&A Coming Up Later
- 6. © 2013 kCura. All rights reserved. What types of eLearning content do you currently produce?
- 7. © 2013 kCura. All rights reserved. How are you currently disseminating your eLearning content?
- 8. © 2013 kCura. All rights reserved. Our Story 2009 2010 2011 2012 Today
- 9. © 2013 kCura. All rights reserved. Challenges and Solutions in 2009 CHALLENGES • Minimal training content, no on-demand learning • Small client support team – one trainer; one education person and one marketing person • Rapid growth of company and client base SOLUTIONS • Repurposed existing content • Create online tutorials – live webinars as on-demand tutorials
- 10. © 2013 kCura. All rights reserved. 2009
- 11. © 2013 kCura. All rights reserved. Challenges and Solutions in 2010 CHALLENGES • Internal lack of industry and product knowledge • Explosive growth client base – Once-close relationships with clients were strained SOLUTIONS • Built a certification program to create experts both internally and in the marketplace • Produced our first annual user conference
- 12. © 2013 kCura. All rights reserved. 2010
- 13. © 2013 kCura. All rights reserved. Challenges and Solutions in 2011 CHALLENGES • Advancing our certified clients’ knowledge – Certification was a “one and done” event • With continued growth, client support team was increasingly taxed by phone calls, emails, tickets, etc. SOLUTIONS • Created a continuing education program to maintain certification • Converted sessions from our user conference into on- demand webinars • Created knowledge base and FAQs
- 14. © 2013 kCura. All rights reserved. 2011
- 15. © 2013 kCura. All rights reserved. Challenges in 2012 CHALLENGES • Clients began requesting new ways to showcase their expertise with our software • Marketing was using InDesign; Education was using MS Word • No online help SOLUTIONS • Created additional certifications to differentiate skills in the marketplace • Moved all internal teams to InDesign • Launched online help
- 16. © 2013 kCura. All rights reserved. 2012
- 17. © 2013 kCura. All rights reserved. Recommendations for Promoting and Disseminating eLearning Content
- 18. © 2013 kCura. All rights reserved. Treat new eLearning content like a product launch
- 19. © 2013 kCura. All rights reserved. Audience AIDAS – Awareness, Interest, Desire, Action, Satisfaction – Repetition of exposure to appropriate audience – Communicate the value proposition
- 20. © 2013 kCura. All rights reserved. Before and After and Now
- 21. © 2013 kCura. All rights reserved. Before and After and Now
- 22. © 2013 kCura. All rights reserved. Before and After and Now
- 23. © 2013 kCura. All rights reserved. Audience AIDAS – Awareness, Interest, Desire, Action, Satisfaction – Repetition of exposure to appropriate audience – Communicate the value proposition Measure and adjust – Web analytics – User testing, ratings, and surveys
- 24. © 2013 kCura. All rights reserved. Audience AIDAS – Awareness, Interest, Desire, Action, Satisfaction – Repetition of exposure to appropriate audience – Communicate the value proposition Measure and adjust – Web analytics – User testing, ratings, and surveys Make it shareable
- 25. © 2013 kCura. All rights reserved. Before and After and Now
- 26. © 2013 kCura. All rights reserved. Before and After and Now
- 27. © 2013 kCura. All rights reserved. “Would people pay for this?”
- 28. © 2013 kCura. All rights reserved. Create and revisit with the big picture in mind
- 29. © 2013 kCura. All rights reserved. kCura U – Internal LMS • Open call for all training materials from all departments • Repurposed content that was created for marketplace as internal training • Defined required and elective courses
- 30. © 2013 kCura. All rights reserved. Open Floor Q&A
- 31. © 2013 kCura. All rights reserved. • Brainstorm different channels the person on your card could use to disseminate eLearning content Exercise
Notas del editor
- CERTIFICATION This could be a potential revenue stream for you, if your market will support it. For us, people build careers on our certifications now. We don’t make money off of it in a bottom line sense, but any cost associated with it is really a marketing cost. We have a mass of people in the marketplace with our certification, who know our software inside and out, and they take it with them when they change workplaces.
- FEST Create the environment for learning, connection, community. We asked for a lot of honesty and we got it. Feedback gathered at the user conference went directly into our products, went directly into our eLearning content. More importantly, it strengthens the community around our product. Our clients learned as much, if not more, from each other than they learned from our session content. You can do the same with eLearning. Even if you never take it offline, you can still create the opportunity for community, connection, and learning. Social media is a free way to do this… things like Facebook allow for communities. A LinkedIn group. If your company uses Salesforce, it has a community feature as well. One of the key objectives of educators like you all is to simply create the environment for learning – online, in the real world, and anything in between.
- This slide needs work.
- AUDIENCE Remember your internal audience too. If you are producing eLearning content for an external audience, you need to make sure your internal teams are aware of the content and promoting it. For us, that means making sure that all employees know about our tutorials, videos, webinars, etc. The sales teams are pushing this content to their clients for enrichment purposes, and the client services team pushes this content as a means to reduce the number of support issues and make clients self-reliant. Your internal teams – regardless of what each department is named – those are your built-in salespeople. They need to know about the content you’re producing for an external audience, and the points I’ll make here apply to them as much as they apply to the external audience.AWARENESS AND INTEREST When generating awareness, of a product or of eLearning content, what it really equates to is, “Do people know this exists?” It’s an acknowledgement of existence. “Yes, I heard about that.” Awareness is never enough to translate into action. To translate into action – to entice someone to make use of your eLearning content, you must move them from awareness to interest.
- “If you can’t measure it, you can’t manage it.” – Peter Drucker
- Make your content as shareable as possibleUse unique URLs for each tutorial, video, etc.Allow clients to share training materialson their own sitesSocial media
- A sanity check for what you produce. Also a great mantra for social media.
- Repurpose content for other formal purposesExternal materials used for onboardingkCura UTurn live webinars into on-demand learning when appropriate
- Repurpose content for other formal purposesExternal materials used for onboardingkCura UTurn live webinars into on-demand learning when appropriate
- Repurpose content for other formal purposesExternal materials used for onboardingkCura UTurn live webinars into on-demand learning when appropriate