As shared with TrainingIndustry.com by GP Strategies, in this busy world where the trainer is becoming curator, a study on leveraging user generated content.

1. Today’s Session Today’s Sponsor
Leveraging
User-Generated
Content
June 20, 2012

2. Tips for the Webinar:
Tweeting? Please use this tag: #Content
(800) 263-6317 or (805) 690-5753

3. Today’s Speaker:
Matt Donovan
• Executive Director, Client Services, GP Strategies
• 19+ years crafting training solutions, with emphasis on
performance-driven learning
• Has led production on more than 300 custom online courses
for Fortune 500 companies
• Clients include Abbott Labs, Lilly, Nike, Pfizer, Prudential,
Toyota and Wyeth
• Named one of Top 10 international trainers under 40 by
Training magazine

4. REALITIES OF USER GENERATED CONTENT
Presented by
Matt Donovan

5. TOGETHER,WE SURVEYED THE LEARNING INDUSTRY.
5

6. WE KNOW THAT CONVERGING WORKFORCE TRENDS ARE DRIVING THIS.
1. Growing need for an agile workforce
2. Emerging expectations from shifting workforce demographics
3. Increasing reach of customized technology
4. Expanding capabilities for performer networking
Adapted from: The New Social Learning: A Guide to Transforming Organizations Through Social Media; Bingham, Tony; Conner, Marcia
6

7. WE TALKED TO A LOT OF PEOPLE ACROSS A LOT OF INDUSTRIES.
• 146 respondents across 25 industries
• 58% were from companies with at least 1,000 employees
• Nearly 40% represent technology, banking and finance, or business services
and consulting
7

8. AUDIENCE POLL: WHAT’S YOUR ROLE?
Select all that apply
 Create or generate content directly
 Coach or facilitate those who create content
 Review User Generated Content
 Lead or manage the User Generated Content processes
 Have not worked with User Generated Content
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9. A BALANCE IN PERSPECTIVES.
62% had leadership titles 38% had individual contributor titles
60% lead or coach those who generate 40% generate or review
9

10. WHAT WE LEARNED IS THAT…
• 91% leverage or plan to leverage user-generated content
• 37% feel they are doing so ineffectively
• Top challenges are time, accuracy and sound design
• Top benefits are increased relevance, accuracy and knowledge capture
• L&D’s role should be to support those who generate in the ways that are
meaningful to them
10

11. DEFINITION: USER GENERATED CONTENT IS…
…Any relevant and applicable knowledge, information, experience or expertise to
be shared internally or externally.
“It’s about content or context that is relevant to the
individual focused on learning something and/or
performing a task.”
11

12. DEFINITION: USERS ARE…
…Internal members of an organization and external partners who have relevant
and applicable knowledge, information, experience or expertise to share.
“It’s about the individuals contributing to the
collective brainshare of the organization.”
12

13. WHO IS AND WHO SHOULD BE GENERATING CONTENT?
13

14. AUDIENCE POLL: AT YOUR COMPANY ARE THE GAPS
BETWEEN WHO IS AND WHO SHOULD BE
GENERATING CONTENT …
Choose one
 Similar?
 Narrower?
 Wider?
 Not relevant as we do not leverage User Generated Content?
14

15. WHAT TYPES OF CONTENT ARE BEING GENERATED?
SME STORIES & CASE STUDIES 69%
15

16. WHERE IS IT BEING GENERATED?
16

17. WHAT TYPE OF TRAINING IS APPROPRIATE?
17

18. AUDIENCE POLL: HOW EFFECTIVE IS YOUR ORGANIZATION AT
LEVERAGING USER GENERATED CONTENT?
Choose one
 Very effective
 Somewhat effective
 Somewhat ineffective
 Very ineffective
18

19. HOW EFFECTIVE ARE THEY AT LEVERAGING USER GENERATED CONTENT?
22%
15%
Somewhat Very
Ineffective Ineffective
19

20. WHAT ARE THE EXPECTED AND REALIZED BENEFITS?
82%
Relevance
Knowledge Capture 75%
Accuracy 69%
20

21. AUDIENCE POLL: WHAT ARE THE BARRIERS TO LEVERAGING
USER GENERATED CONTENT?
Select all that apply
 Lack of time
 Lack of strategy and best practices
 Lack of knowledge in using tools
 Perceived risk to sharing content
 Lack of interest or motivation from users
21

22. WHAT ARE THE CHALLENGES TO CREATING THIS CONTENT?
Lack of Time 71%
Lack of Strategy / Best Practices 61%
22

23. HOW DO WE SUPPORT THE PRACTICE OF GENERATING CONTENT ?
Provide storyboards / tools 52%
23

24. AFTER REVIEWING THIS SURVEY, IT IS CLEAR THAT WE SHOULD…
• Improve in leveraging user generated content effectively
• Think beyond formal training developed by the L&D organization
• Focus more on performance needs and less on static learning
• Find more ways for valuable members to contribute quickly and efficiently
• Expand the network for support and content/context validation
24

25. WE SHOULD EXPAND THE ROLES WE LOOK AT.
5 Moments of Learning Need
Moderator Curator
1. Learn or do something
for the first time
2. Learn or do more Key learning
of something and
Contributor
performance
needs
3. Apply and refine
4. Adjust to change
5. React when something Consumer Collaborator
fails or goes wrong
Adapted from: Mosher et.al.
Developed by Donovan , Benedicks, Ward || GP Strategies 2012 25

26. LET’S CONTINUE TALKING…
MATT DONOVAN
Executive Director, Learning Solutions
mdonovan@gpstrategies.com
812.778.9792
http://www.linkedin.com/in/matthewseandonovan
gpstrategies.com

27. Upcoming Webinars:
June 21: Power Better Business Outcomes
with Mobile Learning
June 26: Improving Sales Performance:
New Rules for Leaders
For More Info / To Register / To Access Archive:
Type “Webinars” into Search Box at TrainingIndustry.com
Type “On Demand” into Search Box at TrainingIndustry.com

29. Thank You!
On behalf of Training Industry, Inc., thanks to:
 Today’s Speaker: Matt Donovan
 Today’s Sponsor: GP Strategies
 All of you for attending
Questions or Comments? Please contact Tim Sosbe:
tsosbe@trainingindustry.com