Promoting Books 24x7 in an LMS Environment

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Promoting Books 24x7 in an LMS Environment
Perspectives 2008 Ettie McCormack - Unisys
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About Unisys

• Fortune 500 Global company. IT Services and
  Solutions.
• Consulting, Systems Integration, Outsourcing,
  Infrastructure Services.
• Public Sector, Financial, US Federal Govt.
  Communications, Transportation, Consumer
  Industrial.
• Cisco, Dell, EMC, IBM, Intel, Microsoft, NEC,
  Oracle, SAP, BT

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About me

• Ettie McCormack
• Director of Employee Development
• 20 years operational and staff management roles
• 13 years with Unisys
• 6 years leading Unisys University in EMEA
• TODAY
• Global Talent Development
• Human Capital Planning
• Competency based frameworks
• HR Transformation

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TODAYS OBJECTIVES
Where we started
Creating a stir
What we did
Some numbers
Where are we now?
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Where we Started

• Unisys/Skillsoft ( previously Smartforce, CBT
  Systems) back to late 1980s.
• Acquisition of Books 24 x 7 introduced more blend
  for the learning.
• 2005 - Skillsoft and Unisys explore how to
  maximise investment.
• Build strategy to maximise and leverage resource
  across enterprise.

• Provide resources to increase productivity that
  was truly blended to all learning available.
• Be a preferred source for finding fast, reliable
  answers for critical job-related information at
  any time.
• Exploit flexibility of program with - Books-
  Virtual Library- Chapters-to-Go

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Today sharing
continuously
Evolution of a Learning Organization

• Old Model

New Model
Curriculum Text-based Stand-alone experience
Discipline-based Individual development Instructo
r-led One size fits all Boundary constrained Slow
to change Knowledge hoarded
Learning solution Multimodal Bridged and lifelong
learning Disciplined-blended Problem-solving
teams Learner-centred Individual
focus Unbounded Quick to respond Knowledge shared
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Today sharing
Creating a Stir

• Build a marketing plan to generate excitement
  about Books 24x7- Encourage registration-
  Drive Usage- Maintain Momentum
• Take it to the People Link it to the Results
• Innovate the invention and replicate at a
  meaningful scale and cost.
• Get it on the radar keep it in the
  consciousness

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Active Marketing Steps

• Target Audience
• Understand the needs and interests of your
  consumers
• Aligning into Focus/Affinity Groups
• Understand the motivations of the target audience
• Personalization of affinity targets

• Identify the people (who)
• Define the objectives (what)
• Select Mediums (where)
• Develop tactics (how)

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Active Marketing Steps

• Defining Objectives
• Awareness
• Trial
• Repositioning
• Product Introduction
• Product Differentiation
• Loyalty
• Advocacy
• ALL are about consumerRelevance

• Identify the people (who)
• Define the objectives (what)
• Select Mediums (where)
• Develop tactics (how)

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Active Marketing Steps

• Selected Medium(s)
• Targeted
• Integrated mix
• Themed
• Experiential
• Everything is Entertainment

• Identify the people (who)
• Define the objectives (what)
• Select Mediums (where)
• Develop tactics (how)

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Today sharing
What we did (well some of it)

• Use with key programs tie it to the strategy
• Intranet Top 10 or Book of the Month
  approach
• Learning consultants evangelists and
  facilitators
• Internal/External promotion

• Road shows take it to the people
• Poster campaigns keep it in the consciousness
• Marketing collateral tent cards, e-mails
• Heavy users/early adopters champions
• Accessibility make it easy

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The Challenges of Change

• Not Enough TimeWe dont have time for this
  stuff!
• No Help Were like the blind leading the
  blind!
• Not Relevant Why are we doing this stuff?
• Walking the Talk - Leadership values
• Fear and Anxiety This stuff is
• Assessment and Measurement This stuff isnt
  working
• Believers and Nonbelievers
• Diffusion We keep reinventing the wheel!
• Strategy and Purpose

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Some numbers

• Pre-Marketing Campaign (12 months period)
• Registered Users 12,272
• Active users 11,929
• Time spent in Books 19,889 hrs
• Pages Read 556,205
• Unique Titles 6,075
• Marketing Campaign (6 months period)
• Registered Users 20,026
• Active users 17,593
• Time spent in Books 40,646 hrs
• Pages Read 1,109,299
• Unique Titles 8,048

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Some numbers

• 3 Months on from end of campaign
• Registered Users
• Active users
• Time spent in Books
• Pages Read
• Average Time in Books (mins)
• Average Number of Sessions
• Average Pages Read

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36
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17
80
67
83
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Regional usage breakdown
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12
15
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10
15
64
58
100 40,646
100 20,026
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12
16
14
12
14
60
60
100 129,892
100 1,109,299
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Regional usage patterns

• Asia Pacific
• Spend more time in Books- Have more sessions-
  Read more pages per session
• Browse Research Mode

• Americas
• Spend less time in Books- Have fewer sessions-
  Read fewer pages per session
• Targeted. Find what they want and move on

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15
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10
15
64
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• UK
• Spend more time in Books- Have fewer sessions-
  Read fewer pages
• Detailed reading

• Europe
• Spend less time in Books- Have fewer sessions-
  Read fewer pages
• Targeted. Find what they want and move on

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16
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60
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Lessons Learned

• Plans vs. Reality

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Over the long run, superior performance depends
on superior learning. Peter Senge The 5th
Discipline
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ettie.mccormack_at_gb.unisys.com