P13 BYOD: L&D Strategies from the Marketing Playbook
8:30 AM - 4:30 PM Tuesday, October 23
St. Thomas A
Whether you’re a learning professional or a marketer, you’re competing for the same thing: attention. Without it, you can’t get people to think and act in new ways. There’s one big difference, though: Marketers have been much more successful. Savvy marketers understand that tapping into the psychology of emotions sparks engagement in today’s hyper-distracted world. That’s a mindset learning professionals need now more than ever before.
In this workshop you’ll get a hands-on introduction to the marketing tools and techniques you can use to enhance any L&D project or strategy. You'll look at real-world learning programs from a new perspective and learn how L&D can tap into the benefits of content marketing, campaigns, automation, insightful analytics, and other proven marketing techniques. You’ll also get started using these approaches yourself, including crafting a content strategy for your learning programs, building learning-focused drip campaigns, designing polished graphics to support your learning programs, building a personalized curation system, and more. By the end of this workshop, you’ll have built valuable practical experience applying time-tested strategies marketers have been using for years to capture attention and spur people to action.
In this session, you will learn:
- How marketers speak to the lizard brain and why you should too
- Techniques for building a custom content strategy for your organization, enabling you to rethink your learning programs
- Ways to create attention-grabbing, professional-quality marketing visuals and videos
- How to build automated, learning-focused drip campaigns based on specific timelines or learner actions
- Processes for creating your own customized automated workflows so you can be less busy and focus on what's important
- What best practice examples can keep you inspired well beyond the end of this workshop
Novice to advanced designers, developers, managers, and senior leaders (directors, VPs, CLOs, executives, etc.). Attendees should be keen to explore concepts outside L&D and willing to bring these ideas into our everyday working lives. Attendees in this session will push the envelope, ask the tough questions, and help move L&D forward.
Technology discussed in this session:
Content marketing and strategy tools/templates; email marketing tools (MailChimp, Drip, AWeber, etc.); graphic design tools (Canva, Adobe Spark, etc.); video creation and interactivity tools (PowToon, Adobe Spark, Vizia, Vimsy, etc.); content curation tools (Degreed, Feedly, Zeef, Buffer, etc.); and automation tools (IFTTT, Zapier, Microsoft Flow).
Participant technology requirements:
Laptop with Wi-Fi and a modern web browser.
With over two decades of real-life, in-the-trenches experience designing and delivering learning experiences, Mike Taylor understands that effective learning isn’t about the latest fad or trendy new tools. Known for his practical, street-savvy style, Mike is a regular and highly-rated speaker at industry events, and consults on learning design and technology at Change4Growth in Columbus, Ohio. Mike holds an MBA degree from Ohio University and a master’s degree in educational technology from San Diego State University.
Director, Learning Experience Design
Bianca Baumann, director of learning experience design at GP Strategies, focuses on digital education success, combining L&D and digital marketing to create outstanding learning experiences that stick. She has spearheaded multiple projects in the marketing, financial, and events industries, creating award-winning programs along the way. She shares her expertise in her blog and at global conferences, highlighting the importance of including disciplines outside L&D to map out learner journeys that help drive performance. She published the eBook The Little Black Book of Marketing and L&D, a practical guide that helps integrate proven marketing techniques into L&D.