The Learning Conference Online | Steal from Marketing
•
0 j'aime•253 vues
We may not realize it, but as learning professionals, we have a lot of things in common with marketers. We both face one big challenge: How to get people’s attention and help them think and act in new ways. So what can we learn from marketing teams? As it turns out, a lot. In today’s hyper-distracted world, we must first engage our audience if we have any hope of informing them. Savvy marketers understand how to use the latest technologies and tap into the psychology of emotions — there’s a reason you don’t see bullet points in advertising. In this session, we reveal some tools and techniques that marketers have been successfully using for years to capture attention and move people to take action. What you will take away from the session: Why marketers are better at engagement than L&D How marketers can change your perspective on content for the better Some marketing tools & techniques you'd be crazy not to steal for your learning program.
Recommandé
Recommandé
Contenu connexe
Similaire à The Learning Conference Online | Steal from Marketing
Similaire à The Learning Conference Online | Steal from Marketing (20)
Plus de Mike Taylor
Plus de Mike Taylor (20)
Dernier
Dernier (20)
The Learning Conference Online | Steal from Marketing
- 1. Mike Taylor | #LearningCon @tmiket What do you wish you could steal from the marketing department? CHAT Question
- 2. Mike Taylor | #LearningCon @tmiket
- 5. L&D and Marketing share a common goal #LearningCon @tmiket
- 6. How to get people's attention and help them think and act in new ways. #LearningCon @tmiket
- 8. How L&D sells hamburgers #LearningCon @tmiket
- 9. Why You Should Eat McDonalds Hamburgers: • They taste really good • We make them any way you want • We make them fresh • They are inexpensive • We have free kids toys • We have restaurants in lots of places #LearningCon @tmiket
- 10. How marketers sell hamburgers #LearningCon @tmiket
- 12. What is the difference? #LearningCon @tmiket Why do we do it differently?
- 13. 5 Things Worth Stealing from Marketing LIZARD BRAIN ATTENTION FIRST IMPRESSIONS STORIES CAMPAIGNS
- 14. Marketers speak to the Lizard Brain #LearningCon @tmiket 1
- 15. CONSCIOUS ______________________________ LOGICAL Humans Have 2 Types of Thinking #LearningCon @tmiket
- 16. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL Humans Have 2 Types of Thinking #LearningCon @tmiket
- 18. How much of human behavior is driven by CONCIOUS thinking? A. ≤ 5% B. 6-25% C. 26-50% D. 51-75% E. 76-95% F. > 95% #LearningCon @tmiket
- 19. #LearningCon @tmiket >95% of brain activity is SUBCONCIOUS http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
- 20. Neocortex Higher-order thinking Limbic System Emotions Brain Stem Survival #LearningCon @tmiket
- 21. Limbic System Emotions Brain Stem Survival LIZARD BRAIN + #LearningCon @tmiket subconscious
- 22. CONSCIOUS ______________________________ LOGICAL Newer Weaker Tires easily Not automatic #LearningCon @tmiket 40 bits of data per second
- 23. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL 11,000,000 bits of data per second 40 bits of data per second Newer Weaker Tires easily Not automatic Older (Lizard Brain) Most dominant Always on Automatic #LearningCon @tmiketThe User Illusion: Cutting Consciousness Down to Size by Tor Norretranders
- 24. How ya like me now?! #LearningCon @tmiket
- 26. SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors #LearningCon @tmikethttps://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
- 27. most are acquired by time we are 6 YEARS OLD #LearningCon @tmiket
- 29. How would you design differently for a 6 year old? #LearningCon @tmiket CHAT Question
- 30. Which of those things do you NOT like?
- 31. Living in this world… #LearningCon @tmiket
- 32. …with this brain #LearningCon @tmiket
- 33. Marketers leverage the way our brains operate
- 34. Marketers know how little people pay attention. #LearningCon @tmiket 2
- 37. Did you catch all those changes? CHAT Question
- 39. Inattentional blindness: Our intuition is that we will notice something that's that visible, that's that distinctive, and that intuition is consistently wrong. – Daniel Simons Invisible Gorilla
- 40. Important visual information can get overlooked. That’s a gorilla!
- 41. WITHOUT INITIAL ATTENTION NOTHING ELSE MATTERS #LearningCon @tmiket
- 42. What does the lizard brain notice? #LearningCon @tmiket
- 43. Can I eat it? Can I have sex with it? Will it kill me? #LearningCon @tmiket
- 45. Movement Human Faces Stories There’s a Special Part of the Brain Just for Recognizing Faces Nancy Kanwisher (1997) #LearningCon @tmiket
- 49. #LearningCon @tmiket Nobody wants to read your sh*t!
- 50. Nobody wants to read your sh*t! Don’t take it personally… nobody wants to read anything. #LearningCon @tmiket
- 52. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. #LearningCon @tmiket
- 53. Nobody wants to read your sh*t! Don’t take it personally…nobody wants to read anything. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. 2. Make its expression fun. Or sexy or interesting or scary or mysterious. Make it so compelling a person would have to be crazy NOT to read it. #LearningCon @tmiket
- 54. Nobody wants to read your sh*t! Don’t take it personally…nobody wants to read anything. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. 2. Make its expression fun. Or sexy or interesting or scary or mysterious. Make it so compelling a to it. Apply that to everything you do. #LearningCon @tmiket
- 55. Nobody wants to read your sh*t! Don’t take it personally…nobody wants to read anything. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. 2. Make its expression fun. Or sexy or interesting or scary or mysterious. Make it so compelling a to it. Apply that to everything you do. 3. Make it Visual! #LearningCon @tmiket
- 57. Marketers understand the power of first impressions #LearningCon @tmiket 3
- 58. #LearningCon @tmiket What we see, hear, feel, or experience in our first encounter with something colors how we process the rest of it. https://www.newyorker.com/science/maria-konnikova/headlines-change-way-think
- 59. 8 of 10 people will read headline copy 2 of 10people will read the rest Titles & Headlines Are Important #LearningCon @tmiket
- 60. 1 2 Headline Helpers https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/ #LearningCon @tmiket
- 69. Our unconscious mind can form likes or dislikes before the conscious mind even knows what is being responded to. #LearningCon @tmiket
- 70. #LearningCon @tmiket Identity Theft Protection
- 73. Marketers tell stories #LearningCon @tmiket 4
- 74. Subaru makes safe cars #LearningCon @tmiket
- 76. REMEMBER: OUR LOGICAL MIND IS NOT IN CONTROL OF OUR ACTIONS #LearningCon @tmiket
- 77. Now let’s try a story… #LearningCon @tmiket
- 80. Which is more impactful? A B
- 81. PERSONALITY Have some. Its free! #LearningCon @tmiket
- 83. Marketers take a campaign approach #LearningCon @tmiket 5
- 86. Email Marketing Tools #LearningCon @tmiket
- 90. CAMPAIGN #LearningCon @tmiket Stand alone or Enhance Existing
- 91. #LearningCon @tmiketBONUS: Actionable Data! CAMPAIGN Stand alone or Enhance Existing
- 92. Dynamic Content Content changes based on job role, location, etc Content based on an action taken or not taken The right content to the right people at the right time #LearningCon @tmiket
- 93. Sometimes we like to over complicate learning...but this is one of the best examples of learning I’ve seen for a long time. I’m due a password change soon - so my business auto send useful info (#PerformanceSupport). No LMS - No tracking - just simple, easy learning! Nick Lee @N1ckL33 #LearningCon @tmiket
- 94. Send email Trigger Send Follow-up Video YES Email viewed? Send Content via Slack or MS Teams NO Wait 2 daysWait 2 days Video viewed? Send Ebook YES Send Video via Slack or MS Teams NO Wait 1 day Viewed? Send Follow-up Video YES End campaign NO Wait 1 day Wait 1 day New signup, New employee, new user, course enrollment, course completion, etc Trigger #LearningCon @tmiket
- 95. Campaign Tools Made for L&D withsparks.com Waves | learningpool.com #LearningCon @tmiket
- 97. Mike Taylor | #LearningCon @tmiket What do you wish you could steal from the marketing department? CHAT Question
- 98. THANK YOU! Drop your email here and I’ll send you everything. http://gettalk.at/tlc2020 mike-taylor.org @tmiket