1.
Cultures of Contribution:
How to motivate engagement
with online learning
communities
Charles Gould
CEO Brightwave
@CharlesGouldUK
January 2014
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
www.brightwave.co.uk
0

2.
The technology
User experience & expectation
The culture
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
1

3.
Speakers
Carl Hodler
Co-founder and Digital Engagement Expert,
LearnerLab
Jonathan Archibald
Head of Technical Development,
Brightwave
Drew Clare
Head of Learning technology for EMA,
KPMG LLP
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
2

4.
Carl Hodler – Co-founder and Digital
Engagement Expert
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Swiss entity. All rights reserved.
3

5.
What can we learn from the consumer space?
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Photo: All rights reserved.
Swiss entity. Harry Thomas Photography
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6.
80% of social business efforts will not achieve
intended benefits through 2015
- Gartner 2013
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Swiss entity. All rights reserved.
5

7.
Social media went mainstream in 2011
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Photo: http://www.italktelly.com
Swiss entity. All rights reserved.
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8.
Social networks have driven up daily internet use
73% of UK population access web every day
Almost half of UK adults use social networks
Flrry
©Data:KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
2014
Swiss entity. All rights reserved.
ONS
7

9.
94%increase in the amount of daily shared
content in 2013
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Source: rights reserved.
Swiss entity. All Facebook
Photo:niallkennedy
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10.
Social activity on mobile tripled in 2013
Data: Flurry
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Photo: TaylorHerring
Swiss entity. All rights reserved.
9

11.
Social is the perfect experience for mobile
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Photo: tyle_r
Swiss entity. All rights reserved.
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12.
65% of social network users use the
platforms to learn about a brand's
products or services every month
Data: The Social Media Report
Photo: RedBull Facebook

13.
Over 111 million 'how to' videos
on YouTube GB
Data: YouTube
Photo: YouTube

14.
What are audiences
benchmarking?
•
•
•
•
•
•
Purpose
Relevance
User experience
Emotional engagement
Multi channel
Communication
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Photo: Troublemakers inc
Swiss entity. All rights reserved.
13

15.
Netflix spent 18 months developing their
new interface through design iteration
and testing
Photo: NetFlix

16.
A big budget doesn't guarantee a great
user experience

17.
Is it possible to apply good practice from
consumer digital space to
online learning communities at work?
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
16

18.
Get a deep understanding of your audience
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
17

19.
Communicate purpose at every opportunity

20.
Innovate experience around familiar conventions

21.
Spot engagement trends

22.
"Testing - it always feels too early or too late"
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
21

23.
Take your communications to your users

24.
Inspiration from emerging trends
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
23

25.
1. Understand your audience
2. Communicate a simple purpose
3. Innovate around familiar conventions
4. Test/listen continuously - act on results
5. Connect with your audience wherever they are
6. Spot engagement trends
7. Use emerging trends for inspiration
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
24

26.
Some good books

27.
@learnerlab

28.
For help with engaging your
learning audiences…
carl@learnerlab.com
www.learnerlab.com

29.
How technology feeds
social learning
Jonathan Archibald
Head of Technical Development
@jonarchibald
January 2014
www.brightwave.co.uk
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
28

30.
{
}
"actor": {
"name": "Meg Green",
"mbox": "mailto:meg.green@brightwave.co.uk"
},
"verb": {
"id": "http://adlnet.gov/expapi/verbs/experienced",
"display": {"en-US": "experienced"}
},
"object": {
"id": "http://ted.com/talks/8_secrets_of_success.html",
"definition": {
"name": { "en-US": "8 Secrets of success TED Talk" }
}
}
The Tin Can API captures
informal learning experiences
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
29

31.
Capture
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
30

32.
Share
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
31

33.
Curate
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
32

34.
Capture
Curate
Share
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
33

35.
Open badges add
external recognition to
learning experiences
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Swiss entity. All rights reserved.
34

36.
Capture
Curate
Share
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
35

37.
Capture
Share
Curate
Motivate
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Swiss entity. All rights reserved.
36

38.
Any questions?
Please do come and see us on
Stand 116
January 2014
www.brightwave.co.uk
Thank you
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
37

39.
Drew Clare
Head of Learning Technology,
EMA, KPMG LLP (UK)
Deploying successful
social media

40.
Change management: Five key points
Business requirements
Vision
Change
Management
Success criteria
Support
Behaviours
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
39

41.
Business requirements
Do you actually need it?
It must provide value and benefit
DON'T do it because everyone else is

42.
Vision
PEM Online's vision
Compelling vision
Keep communicating it is to provide KPMG's Partner essentials master
The objective of this project
Stick to participants with a social collaboration and learning platform. This
class it
Be social platform will allow for greater access and people connectivity
flexible - change
across
changes borders, leveraging existing course materials and learner
generated materials to promote peer to peer learning and networking.

43.
Support - Help
them help
themselves
Keep them in the
platform
Support the supporters

44.
Behaviours Know what you
want them to
do
Audiences
Behaviours
Role model behaviours

45.
Success criteria - Oh
my goodness they're
over engaged!
Realistic and achievable
Meet your business requirements
Monitor the behaviours

46.
Wrap up
Business requirements
Innovative, user centric
technology
Define and plan your
behaviour change

47.
Thank you
Presentation by Drew Clare

48.
The information contained herein is of a general nature and is not intended
to address the circumstances of any particular individual or entity. Although
we endeavour to provide accurate and timely information, there can be no
guarantee that such information is accurate as of the date it is received or
that it will continue to be accurate in the future. No one should act on such
information without appropriate professional advice after a thorough
examination of the particular situation.
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of
KPMG Europe LLP and a member firm of the KPMG network of
independent member firms affiliated with KPMG International Cooperative,
a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered
trademarks or trademarks of KPMG International Cooperative (KPMG
International).

49.
Thank you!
Questions or comments?
Please come and see us on
Stand 116
www.brightwave.co.uk
@BrightTweet
#learningis
© 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a
Swiss entity. All rights reserved.
48