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How strong is your learning brand? 
Flickr: DoctorButtsMD 
#TotalLearning London 2014
Only 44% of L&D professionals say 
they have a communications plan that 
engages all stakeholders 
Source: Toward Maturity...
Who are our stakeholders? 
Colleagues Line managers 
Operations 
Senior leaders 
Shareholders Consumers 
Flickr: Trevor Cu...
65% of customers are likely to share their 
negative experience with someone else, 
such as a coworker or friend 
Source: ...
Most organisations have a learning brand 
Few actively manage them 
Flickr: Thalita Carvalho
If your brand looks like a 
duck and swims like a dog 
people will distrust it 
Source: The Brand Gap
This is an identity
Brand is the experience
Influencing feelings 
Flickr: rachaelvoorhees
Meet the most important brand owner
MOTIVATION 
TRIGGERS 
FAIL 
TRIGGERS 
SUCCEED 
Define the whole experience 
Source: Dr. BJ Fogg: Persuasive Technology Lab...
Influence Inspire Trigger 
How people feel How people behave People to act 
Influence Inspire Trigger 
How How people peop...
The current 
reality 
Desired 
outcome 
Brand jo urney 
Flickr: DoctorButtsMD
Insight 
• Understand corporate & people strategies & KPIs 
• Understand corporate brand 
• Audience profile: Motivations,...
Purpose 
Vision 
2. Definition 
Positioning 
• Key messages that communicate purpose 
• Explain the Why, What and How 
• A...
Realisation 
• Brand story & guidelines 
• Asset & template creation 
Addd 
• Launch campaign 
• Communications plan 
• Ca...
Amplify stories
Recognise success
Expand consistent experiences 
Flickr: James Lee
Develop your personality 
Flickr: Michael Krigsman
Position your tribe 
Flickr: Tinou Bao
Focus on outcomes not activities
Affirming 
Advocacy 
Personal 
Personality 
Confident 
Efficient 
Predictable 
Be inspired by CX 
Source: The 7 Essentials...
Message 
Open a dialogue 
Source: The Brand Gap
88% learn from collaboration with team workers 
79% from manager 
70% from Google 
46% from formal education courses 
55% ...
Summary 
Don’t leave engagement to chance 
Create a communications strategy 
Define your brand experience 
Track and share...
Thank you for listening 
@learnerlab 
www.learnerlab.com 
carl@learnerlab.com
How strong is your learning brand?
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How strong is your learning brand?

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Your learning brand is more important than ever before and Carl tells you why. Providing an anatomy of your learning brand and how to judge its health Carl provides strategies for building a learning brand people can believe in, creating a consistent digital experience for your internal customers.

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How strong is your learning brand?

  1. 1. How strong is your learning brand? Flickr: DoctorButtsMD #TotalLearning London 2014
  2. 2. Only 44% of L&D professionals say they have a communications plan that engages all stakeholders Source: Toward Maturity, Engaging Disengaged Learners 2014 Flickr: Steve Jurvetson
  3. 3. Who are our stakeholders? Colleagues Line managers Operations Senior leaders Shareholders Consumers Flickr: Trevor Cummings
  4. 4. 65% of customers are likely to share their negative experience with someone else, such as a coworker or friend Source: CEB The Effortless Experience: Implications for L&D 2014 Flickr: John O'Nolan
  5. 5. Most organisations have a learning brand Few actively manage them Flickr: Thalita Carvalho
  6. 6. If your brand looks like a duck and swims like a dog people will distrust it Source: The Brand Gap
  7. 7. This is an identity
  8. 8. Brand is the experience
  9. 9. Influencing feelings Flickr: rachaelvoorhees
  10. 10. Meet the most important brand owner
  11. 11. MOTIVATION TRIGGERS FAIL TRIGGERS SUCCEED Define the whole experience Source: Dr. BJ Fogg: Persuasive Technology Lab at Stanford University ABILITY LOW HIGH HARD EASY ACTIVATION THRESHOLD
  12. 12. Influence Inspire Trigger How people feel How people behave People to act Influence Inspire Trigger How How people people feel feel How How people people behave behave People People to to act act Source: 3 marketing lessons for learning & development by Todd Tauber
  13. 13. The current reality Desired outcome Brand jo urney Flickr: DoctorButtsMD
  14. 14. Insight • Understand corporate & people strategies & KPIs • Understand corporate brand • Audience profile: Motivations, perceptions of learning and relationship to org requirements • Evaluate current activities Flickr: Nina Jean
  15. 15. Purpose Vision 2. Definition Positioning • Key messages that communicate purpose • Explain the Why, What and How • Aligned to corporate vision • Response to 'what's in it for me?' Flickr: Mackenzie Greer
  16. 16. Realisation • Brand story & guidelines • Asset & template creation Addd • Launch campaign • Communications plan • Capability building 3. Constancy Flickr: Matt Neale
  17. 17. Amplify stories
  18. 18. Recognise success
  19. 19. Expand consistent experiences Flickr: James Lee
  20. 20. Develop your personality Flickr: Michael Krigsman
  21. 21. Position your tribe Flickr: Tinou Bao
  22. 22. Focus on outcomes not activities
  23. 23. Affirming Advocacy Personal Personality Confident Efficient Predictable Be inspired by CX Source: The 7 Essentials of Customer Experience - Different
  24. 24. Message Open a dialogue Source: The Brand Gap
  25. 25. 88% learn from collaboration with team workers 79% from manager 70% from Google 46% from formal education courses 55% learn on way to work Be agile and responsive Source: modernising-learning-delivering-results-2014/
  26. 26. Summary Don’t leave engagement to chance Create a communications strategy Define your brand experience Track and share success
  27. 27. Thank you for listening @learnerlab www.learnerlab.com carl@learnerlab.com

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