when worlds collide - leveraging learning content as brand experience
TRANSCRIPT
When worlds collide - leveraging learning content as brand experience
Caroline Freeman, Head of Learning DesignSophie Costin, Learning Designer
brightwave.co.uk
Knowledge transferThe system by which knowledge can be accessed across an organisation in an appropriate and timely way.
• New staff become effective more quickly
• Lessons learnt won’t get lost from one project to the next
• Quicker resolution of problems/issues
• Greater understanding by staff making them more effective in their roles
• Makes use of all your organisation’s subject matter experts
What are the benefits?
The World BankThe World Bank wanted to promote a knowledge sharing culture in order to increase employee effectiveness and efficiency across the organisation.
• Formed 80 communities of practice
• Leverage lessons learnt from other parts of the business
• Created an expertise directory
• Set up electronic bulletin boards
• Adding knowledge sharing to the personnel evaluation system
• Allocated over 4% of their administrative budget to maintain the above
What did they do?
• Improved operational effectiveness
• Better quality client services
• Enhanced relationships with clients, partners and stakeholders
• More satisfied employees
Did it work?
UnisonBrightwave has worked with Unison to bring together their staff and activists who are spread right across the UK.
• Increase the amount and quality of organising carried out by UNISON
• Enable activists and staff to connect, learn, research and share knowledge, best practice and experiences
• Empower all members from expert to beginner to be able to organise events
• Build a learning community
• Encourage open dialogue across the community
What did they want to do?
tessello
Really good to see the organising space up and running, it's got sooooooo much potential! Really good job all!
-Unison tessello user
1. IT systems that allow the transfer of knowledge
2. HR and corporate culture that supports knowledge transfer
3. Curation and content management
Knowledge transfer can be broken down into three key stages
• A virtual space to recreate those water-cooler moments
• Lessons learnt database
• Expertise directory
• Communities of practice
• Foster a culture of sharing – get people talking
What can you be doing?
From internal to external…
•Are there points of synergy with internal facing learning?
•Are there lessons that can be learned ?
The value of learning content
"We are, at present, in the midst of a historic transformation for brands and companies everywhere — and it centres on content." Alexander Jutkowit - Harvard Business Review
Some facts about content• 86% of B2C companies use content
marketing• 93% of B2B marketers use content
marketing, a 2% increase over 2012. B2B marketing teams spend 33% of their budget on content marketing
• B2B companies that blog generate 67% more leads
• 78% of CMO’s think custom content is the future of marketing
• The demand for online courses from non-academic institutions has grown 300% in the last 2 years
• Can also be an income stream
Consumer learning
A shift in the way we learn • Increased demand for
o Just in time mobilityo Voice of authority/curation …
backed up by peer review
Lessons from external facing learning content• Pull – make it useful to the learner• Freedom of navigation• Storytelling• Social and user generated• Curation• Analytics
Summary
• Create conditions for internal knowledge transfer
• Think knowledge transfer both inwards and outwards
• Learn from the successes of consumer-facing learning
• Content is valuable!
• Re-use your learning content – realise it’s true value to
your brand