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