1. Session # Tu 202– Implementing e-Learning: Getting the Most from Your e-Learning Investment Desired Knowledge or Experience:  None. Knowledge of e-learning and management useful. Objectives: By the end of this session, you will be able to:  Understand the critical implementation issues for e-learning  Identify the role of change management and consumer marketing in successful e-learning implementations  Understand and apply concepts of marketing to prepare and energize learners  Understand and apply an integrated approach to moving your organization from installation of e-learning to institutionalizing e-learning Presenter: Lance Dublin President & CEO Lance Dublin Consulting San Francisco, CA 415-759-1258 (office) 703-940-4041 (fax) ldublin@pacbell.netldublin@pacbell.net (email) www.lancedublin.com Co-Presenter: Jay Cross Founder & CEO Internet Time Group CEO, eLearning Forum Berkeley, CA 510-528-3105 (office) jaycross@internettime.com(emailjaycross@internettime.com(email) www.internettime.com

2. Copyright 2003, Jay Cross and Lance Dublin Session Tu 202 Implementing e-Learning: Getting the Most From Your e-Learning Investment Lance Dublin Lance Dublin Consulting Jay Cross Internet Time Group ASTD International Conference & Exhibition May 2003

3. Copyright 2003, Jay Cross and Lance Dublin Implementing e-Learning Learning Objectives:  Apply consumer marketing and change management principles and practices to your e-learning implementation  Develop an integrated approach to implementing e- learning that ensures the acceptance and support of both the organization and the learners  Understand how to get the greatest return from your e-learning investment

4. Working with organizations to … assess, plan, design, and implement... > corporate learning and e-learning strategies & programs > large scale organizational and technological change initiatives (i.e., ERP/CRM, process re-design, re-organization) Lance Dublin Lance Dublin Consulting Over 25 years of experience in adult education and training, motivation and innovation, communication and change leadership. Previously, founder and CEO of Dublin Group, a leading training development and change implementation company A regular presenter at industry conferences including: TechLearn, Online Learning, Online Learning Asia, ASTD, ASTD/Techknowledge, ISPI, Training Director’s Forum, and Training.

5. Jay Cross We speed up corporate learning by developing: We speed up corporate learning by developing: action plans, action plans, white papers and articles, white papers and articles, sales presentations, sales presentations, marketing campaigns, marketing campaigns, creative teams, creative teams, whatever it takes whatever it takes Strategic marketer, designer, problem-solver MBA (Marketing), Harvard Business School

6. Copyright 2003, Jay Cross and Lance Dublin What implementation issues are you currently facing or have you faced?

7. In the beginning…

8. e-Learning’s Early ‘Returns’ 31% fail to register for compulsory e-Learning 68% fail to register for voluntary e-Learning Drop-out rates 50% to 80% are not uncommon “For learners, how extensively the course was marketed and promoted was the single most influential factor for increasing the likelihood that learners would begin the course.”

9. Lance & Jay ask…  How do we prepare the organization to not only install, but also then implement and ultimately institutionalize e-learning ?  How can we make it more likely learners will come? And complete what they start? And come back for more?

11. Organizations Are Systems Business Processes Management Systems Jobs and Structure: Organization Values and Beliefs: Culture Information & Technology Processes

12. The e-Learning Success Zone Organization Learner Success Zone

13. Stakeholders = Customers

14. Disciplines for Success Change Management Consumer Marketing Success Zone

15. Change from top & bottom OrganizationLearners = + Success Change Management Consumer Marketing + =

16. Marketer

17. “Marketing is far too important to be left to only the marketing department.” David Packard “People love to buy but hate to be sold.” Larry Wilson, The One-Minute Salesman

18. What has changed in marketing? Then: 1. Make the sale 2. Four Ps Now: 1. Maintain profitable long-term relationships with customers 2. Brand

19. Brand Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. – Walter Landor

20. Water: Commodity or Brand?

21. CommodityBranded

23. Brand Position  Mental  Map  What’s in it for me? Soap Cosmetics eLearning

24. Position for e-Learning?  Learning  Experience  Infotainment  Advancement  Mastery  Professionalism

25. What’s your brand image?  If your e- learning were a car, what brand would it be?

28. Change Management Strategies Muscle = Orders Coercion= Threats Compliance= Information Commitment= Involvement Strategy Key Characteristic

29. The Change Journey Source: Dennis Jaffe & Cynthia Scott

30. Who do you focus on?

31. Where do you focus?

32. Process / Technology / Job Alignment Training and Job Aids, Leadership & Communication Education Performance Planning & Mngment Real-time Performance Support High Performance Zone HEADS & HANDS HEARTS & MINDS SYSTEMS & STRUCTURES READY ABLE WILLING Change Management in Action Support

33. Winning the Hearts & Minds Team work Small group meetings Events & ceremonies Videos Labs & fairs Town meetings One-on-one communication Small group meetings Speeches Memos Newsletters Magazines Team Meetings Awareness, Inform Engagement, Involve Commitment, Sign-up

34. What will you do? Awareness, Inform Engagement, Involve Commitment, Sign-up

35. Top 10 Critical Success Factors 10.Communications is necessary but not sufficient 9. Top-down and bottom-up 8. Manage the change journey 7. Pull, don’t push 6. Solve your customers’ problems 5. Think globally, act locally 4. Culture always wins 3. Practice ‘ready, fire, adjust, fire’ 2. Get ready, get crazy, get real - over & over 1. Remember, focus on your customers

36. Installation to Integration

37. Ensuring the return on your investment Integration = make it invisible! Implementation = make sure it gets used Installation = make sure it works (Main-streaming)

38. Learn/Diagnostic (“Tune-UP”) Plan/ Develop Implement/ Support What should you do Now?

39. e-Learning ‘Tune-up’ Areas to look at:  Business case and learning/e-learning strategy  ROI (return on investment) & ROE (return on expectations)  e-learning components – and mix of delivery methods  Content and instructional design  Tools, technologies and infrastructure  Marketing  Change management  Evaluation and metrics – both qualitative and quantitative  Organization and processes  Sponsorship and governance  Roles and responsibilities

40. Learn/Diagnostic (“Tune-UP” Plan/ Develop Implement/ Support What actions will you take?

41. Overall: Lessons Learned It’s about business, not training It’s about learning, not technology It’s about people, learners/customers & stakeholders/organizations It’s about marketing & change management!

42. Why is this important now? 1.Large investments at stake 2.Many people are skeptical 3.Achieving results mandatory 4.If you make it/buy it, learners better use it organizations better embrace it

43. Ask and answer questions about marketing and change management.

46. Thank you. Let’s stay in touch! Jay Cross Internet Time Group 510-528-3105 jaycross@internettime.com Lance Dublin Lance Dublin Consulting 415-759-1258ldublin@pacbell.net Book site: www.internettime.com/book