https://business.udemy.com/resources/make-workplace-learning-stick-webinar/ 2017 is the year for L&D to push the envelope and innovate workplace learning. To do this, we must think outside the box and put on our marketing hats. Join Dollar Shave Club and Udemy for Business on March 16 for an in-depth discussion on innovative marketing ideas to reinvent your L&D programs and create a strong, authentic culture of learning that sticks. Walk away with: - 10+ hands-on marketing tactics that drive learning engagement in the workplace - How to implement an L&D engagement strategy using 4 proven marketing stages - Best practices to promote content that will end up going “viral” via your company’s internal communication channels - How to begin to think like a marketer when driving learning adoption

1. March 16, 2017
How to Make Workplace
Learning Stick
10+ Marketing Tactics for L&D Success

2. Yvonne Chen
Senior Director of Marketing,
Udemy for Business
@ChenEnnovy
Cleve McMillan
Senior Manager of Education
Dollar Shave Club
@digitalstylists

3. 3

4. Our global learning marketplace:
Where every student can find the right teacher
4
2009 2010 2011 2012 2013 2014 2015 2016 2017
Udemy users
15M Users
190+ Countries
40,000 Courses
Source: Udemy

5. 5
Available on all devices,
all platforms
Udemy’s
industry expert
content
Your
organization’s
content
We believe in consumerizing the learning experience at work

6. MARCH 2012
SHAVE TIME. SHAVE MONEY.

7. 7
2017
Over 3MM Active Members
5 Brands + Original Content
60+ DSC SKUs

8. THE L&D LANDSCAPE
200+ Employees
130+ Club Pros
7 Locations
Training for 60 SKU”s + System/Ops +
Customer Service
2500+ Courses taken in DSCU

9. Agenda
1. The landscape of L&D
2. How brand positioning drives engagement
3. Key marketing tactics to implement today
4. Dollar Shave Club’s unique approach to training
5. Q&A
9

10. Formal education is no longer enough to succeed
10
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
?

11. 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

12. 12

13. A marketing framework for L&D
13

14. A marketing framework for L&D
14

15. 15

16. One of these is not like the other
16

17. Define your L&D team’s brand positioning
17
• 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]

18. DO YOU HAVE ONE OR TWO TARGET AUDIENCES?
TARGET AUDIENCE

19. SERVICE VALUES
WE ARE
BRAND VALUES
WE 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.”

20. THE EDU DELIVERABLE
Knowledgeable 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!

21. The WHY

22. Know who your learners are
The new skills
learner
Source: Udemy
The constant
learner
The anxious
learner
The change
learner

23. A marketing framework for L&D
23

24. 24
Utilize calls-to-action to drive action
Source: Udemy

25. 25
DSC Example Emails with CTAs?
Source: Udemy
Traveler Training - Email
Launch Invite
Traveler - Slack Invite
Traveler - Post Survey Invite
Traveler - Reminder

26. 26
Bloopers at DSC
Source: Udemy

27. A marketing framework for L&D
27

28. THE HOW
● Put the right people in the room
● Get Creative!
● Don’t try and prove out a theory
● Let the theory come organically.

29. THE HOW - RECAP PROBLEM

30. THE HOW - EXPERIENTIAL LEARNING

31. EXPERIENTIAL LEARNING

32. EMPOWERING CONTENT

33. EMPOWERING CONTENT

34. SUPPORT THE LEARNING

35. THE OUTCOME

36. A marketing framework for L&D
36

37. Agenda
37

38. 38
L&D Brand Ambassadors:
Learning evangelists and learning heroes
Source: Udemy

39. 39
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

40. 40
Constantly optimize and iterate
Source: Udemy

41. 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

43. Yvonne Chen
Senior Director of Marketing,
Udemy for Business
@ChenEnnovy
Cleve McMillan
Senior Manager of Education
Dollar Shave Club
@digitalstylists
Thank you and Q&A