learning stick 10+ marketing tactics for l&d success how ...€¦ · how to make workplace...

March 16, 2017

How to Make Workplace Learning Stick10+ Marketing Tactics for L&D Success

Yvonne ChenSenior Director of Marketing,

Udemy for Business@ChenEnnovy

Cleve McMillan Senior Manager of Education

Dollar Shave Club@digitalstylists

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Our global learning marketplace:Where every student can find the right teacher

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2009 2010 2011 2012 2013 2014 2015 2016 2017

Udemy users

15M Users

190+ Countries

40,000 Courses

Source: Udemy

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Available on all devices, all platforms

Udemy’s industry expert

content

Your organization’s

content

We believe in consumerizing the learning experience at work

MARCH 2012

SHAVE TIME. SHAVE MONEY.

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2017Over 3MM Active Members

5 Brands + Original Content

60+ DSC SKUs

THE L&D LANDSCAPE200+ Employees

130+ Club Pros

7 Locations

Training for 60 SKU”s + System/Ops + Customer Service

2500+ Courses taken in DSCU

Agenda

1. The landscape of L&D2. How brand positioning drives engagement3. Key marketing tactics to implement today4. Dollar Shave Club’s unique approach to training5. Q&A

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Formal education is no longer enough to succeed

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1992 MBA from Harvard Business School1987 UC Berkeley

1998 SEO/SEM

2010 Social Media Management

2009 #Advertising

2008 Marketing Automation

1995 Internet

2005 YouTube Ads

Social Media Marketing 2007

1990 TV, Radio, Print

1990 1995 2000 2005 2010 2015?

We’re not meeting employee needs

45%

33%of workers do not feel that their job skills will help them earn a promotion at work in the near future

of workers believe that company-provided development programs are not applicable to their day-to-day job needs

Source: 2016 Emerging Workforce Study by Spherion Staffing

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A marketing framework for L&D

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A marketing framework for L&D

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One of these is not like the other

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Define your L&D team’s brand positioning

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• For Whom? Who’s your target audience? What do they care about?

• What Value? What’s the unique value your L&D team offers?

• Why and How? What’s the reason your employees should believe in your L&D team? How are you equipped to deliver on those values?

For [target audience], our L&D team delivers [unique value claim] because of [unique core capability]

DO YOU HAVE ONE OR TWO TARGET AUDIENCES? TARGET AUDIENCE

SERVICE VALUES

WE ARE

BRAND VALUESWE ARE

SERVICE VALUES

HONEST

SMART

RELATABLE

ENTERTAINING

NO B.S.

MINDFUL

INFORMED

COMMITTED

HUMBLE

MEMORABLE…the most humble, generous friend that offers to helps you move on Saturday (and brings the beer!)

while your other friends are “busy.”

THE EDU DELIVERABLEKnowledgeable and no-BS service specialists is the cornerstone of

delivering a wow’ing member experience.

…create educational content that mimics how you’d talk to your best friend's Dad!

The WHY

Know who your learners are

The new skills learner

Source: Udemy

The constant learner

The anxious learner

The change learner

A marketing framework for L&D

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Utilize calls-to-action to drive action

Source: Udemy

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DSC Example Emails with CTAs?

Source: Udemy

Traveler Training - Email Launch Invite

Traveler - Slack Invite

Traveler - Post Survey Invite

Traveler - Reminder

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Bloopers at DSC

Source: Udemy

A marketing framework for L&D

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THE HOW

● Put the right people in the room

● Get Creative!

● Don’t try and prove out a theory

● Let the theory come organically.

THE HOW - RECAP PROBLEM

THE HOW - EXPERIENTIAL LEARNING

EXPERIENTIAL LEARNING

EMPOWERING CONTENT

EMPOWERING CONTENT

SUPPORT THE LEARNING

THE OUTCOME

A marketing framework for L&D

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Agenda

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L&D Brand Ambassadors:Learning evangelists and learning heroes

Source: Udemy

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Reward your learners

• Build in time to learn at work

• Run learning contests

• Encourage managers to recognize their top learners

• Tie learning w/ career pathing

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Constantly optimize and iterate

Source: Udemy

Cleve McMillan Senior Manager of Education

Dollar Shave Club@digitalstylists

● Stop teaching and start sharing - include them into the process

● Use less outside talent

● Go Long - Go cross-department and include subject matter experts as the talent rather than the L&D team

Who wants to watch training with people you’ve no connection with?

HOW TO MAKE TRAINING MORE RELATABLE

Yvonne ChenSenior Director of Marketing,

Udemy for Business@ChenEnnovy

Cleve McMillan Senior Manager of Education

Dollar Shave Club@digitalstylists

Thank you and Q&A