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.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(email)
www.internettime.com
Session Tu 202
Implementing e-Learning:
Getting the Most From Your
e-Learning Investment
ASTD International Conference & Exhibition
May 2003
Lance Dublin
Lance Dublin Consulting
Jay Cross
Internet Time Group
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 elearning 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
Copyright 2003, Jay Cross and Lance Dublin
Lance Dublin
Lance Dublin Consulting
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)
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.
Jay Cross
We speed up corporate learning by developing:
 action plans,
 white papers and articles,
 sales presentations,
 marketing campaigns,
 creative teams,
 whatever it takes
Strategic marketer, designer, problem-solver
MBA (Marketing), Harvard Business School
What implementation
issues are you currently
facing
or have you faced?
Copyright 2003, Jay Cross and Lance Dublin
In the beginning…
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.”
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?
Organizations Are Systems
Management
Systems
Jobs and
Structure:
Organization
Business
Processes
Processes
Information &
Technology
Values and
Beliefs:
Culture
The e-Learning Success Zone
Success Zone
Organization
Learner
Stakeholders = Customers
Disciplines for Success
Success Zone
Change
Management
Consumer
Marketing
Change from top & bottom
Organization
Learners
+
Change
Management
+
=
Consumer
Marketing
=
Success
Marketer
“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
What has changed in marketing?
Then:
1. Make the sale
2. Four Ps
Now:
1. Maintain profitable long-term
relationships with customers
2. Brand
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
Water: Commodity or Brand?
Commodity
Branded
Commodity
Branded
Brand Position
 Mental
 Map
 What’s in it for me?



Soap
Cosmetics
eLearning
Position for e-Learning?






Learning
Experience
Infotainment
Advancement
Mastery
Professionalism
What’s your brand image?
 If your e- learning were a car,
what brand would it be?
Change Management Strategies
Strategy
Muscle
Coercion
Compliance
Commitment
Key Characteristic
=
=
=
=
Orders
Threats
Information
Involvement
The Change Journey
Source: Dennis Jaffe & Cynthia Scott
Who do you focus on?
Where do you focus?
Change Management in Action
SYSTEMS & STRUCTURES
READY
Process / Technology / Job
Alignment
Performance
Planning &
Mngment
HEARTS & MINDS
WILLING
Real-time
Performance
Support
High
Performance
Zone
Education
Leadership &
Communication
ABLE HEADS & HANDS
Training and
Job Aids,
Support
Winning the Hearts & Minds
Speeches
Memos
Newsletters
Magazines
Team Meetings





Awareness,
Inform

Commitment, Sign-up





Team work
Small group
meetings
Events &
ceremonies


Engagement,
Involve
Videos
Labs & fairs
Town meetings
One-on-one
communication
Small group
meetings
What will you do?
Awareness,
Inform
Commitment, Sign-up
Engagement,
Involve
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
Installation to Integration
Ensuring the return on your investment
Installation = make sure it works
Implementation = make sure it gets used
Integration
= make it invisible!
(Main-streaming)
What should you do Now?
Learn/Diagnostic
(“Tune-UP”)
Implement/
Support
Plan/
Develop
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
What actions will you take?
Learn/Diagnostic
(“Tune-UP”
Implement/
Support
Plan/
Develop
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!
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
Ask and answer questions about marketing and change management.
Thank you. Let’s stay in touch!
Jay Cross
Internet Time Group
510-528-3105
Lance Dublin
Lance Dublin Consulting
415-759-1258
jaycross@internettime.com
ldublin@pacbell.net
Book site: www.internettime.com/book