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The Learning Conference Online | Steal from Marketing

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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.

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The Learning Conference Online | Steal from Marketing

  1. 1. Mike Taylor | #LearningCon @tmiket What do you wish you could steal from the marketing department? CHAT Question
  2. 2. Mike Taylor | #LearningCon @tmiket
  3. 3. mike-taylor.org #LearningCon @tmiket
  4. 4. Why marketing? #LearningCon @tmiket
  5. 5. L&D and Marketing share a common goal #LearningCon @tmiket
  6. 6. How to get people's attention and help them think and act in new ways. #LearningCon @tmiket
  7. 7. Different Approaches DRASTICALLY
  8. 8. How L&D sells hamburgers #LearningCon @tmiket
  9. 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. 10. How marketers sell hamburgers #LearningCon @tmiket
  11. 11. #LearningCon @tmiket
  12. 12. What is the difference? #LearningCon @tmiket Why do we do it differently?
  13. 13. 5 Things Worth Stealing from Marketing LIZARD BRAIN ATTENTION FIRST IMPRESSIONS STORIES CAMPAIGNS
  14. 14. Marketers speak to the Lizard Brain #LearningCon @tmiket 1
  15. 15. CONSCIOUS ______________________________ LOGICAL Humans Have 2 Types of Thinking #LearningCon @tmiket
  16. 16. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL Humans Have 2 Types of Thinking #LearningCon @tmiket
  17. 17. POLL #LearningCon @tmiket
  18. 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. 19. #LearningCon @tmiket >95% of brain activity is SUBCONCIOUS http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
  20. 20. Neocortex Higher-order thinking Limbic System Emotions Brain Stem Survival #LearningCon @tmiket
  21. 21. Limbic System Emotions Brain Stem Survival LIZARD BRAIN + #LearningCon @tmiket subconscious
  22. 22. CONSCIOUS ______________________________ LOGICAL Newer Weaker Tires easily Not automatic #LearningCon @tmiket 40 bits of data per second
  23. 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. 24. How ya like me now?! #LearningCon @tmiket
  25. 25. SUBCONSCIOUS MIND #LearningCon @tmiket
  26. 26. SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors #LearningCon @tmikethttps://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
  27. 27. most are acquired by time we are 6 YEARS OLD #LearningCon @tmiket
  28. 28. WHOA! #LearningCon @tmiket
  29. 29. How would you design differently for a 6 year old? #LearningCon @tmiket CHAT Question
  30. 30. Which of those things do you NOT like?
  31. 31. Living in this world… #LearningCon @tmiket
  32. 32. …with this brain #LearningCon @tmiket
  33. 33. Marketers leverage the way our brains operate
  34. 34. Marketers know how little people pay attention. #LearningCon @tmiket 2
  35. 35. Did you catch all those changes? CHAT Question
  36. 36. 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
  37. 37. Important visual information can get overlooked. That’s a gorilla!
  38. 38. WITHOUT INITIAL ATTENTION NOTHING ELSE MATTERS #LearningCon @tmiket
  39. 39. What does the lizard brain notice? #LearningCon @tmiket
  40. 40. Can I eat it? Can I have sex with it? Will it kill me? #LearningCon @tmiket
  41. 41. Benefits? Enjoyable? Consequences? #LearningCon @tmiket
  42. 42. Movement Human Faces Stories There’s a Special Part of the Brain Just for Recognizing Faces Nancy Kanwisher (1997) #LearningCon @tmiket
  43. 43. #LearningCon @tmikethttps://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
  44. 44. #LearningCon @tmikethttps://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
  45. 45. NEWS FLASH!!!! #LearningCon @tmiket
  46. 46. #LearningCon @tmiket Nobody wants to read your sh*t!
  47. 47. Nobody wants to read your sh*t! Don’t take it personally… nobody wants to read anything. #LearningCon @tmiket
  48. 48. #LearningCon @tmiket
  49. 49. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. #LearningCon @tmiket
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. STREAMLINED VISUALEMOTIONAL #LearningCon @tmiket
  54. 54. Marketers understand the power of first impressions #LearningCon @tmiket 3
  55. 55. #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
  56. 56. 8 of 10 people will read headline copy 2 of 10people will read the rest Titles & Headlines Are Important #LearningCon @tmiket
  57. 57. 1 2 Headline Helpers https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/ #LearningCon @tmiket
  58. 58. #LearningCon @tmiket
  59. 59. #LearningCon @tmiket
  60. 60. #LearningCon @tmiket
  61. 61. LOOKS matter! #LearningCon @tmiket
  62. 62. #LearningCon @tmiket CREDIBILITY? http://credibility.stanford.edu/
  63. 63. First impressions… 94% DESIGN RELATED #LearningCon @tmiket
  64. 64. MILLISECONDS #LearningCon @tmiket
  65. 65. <MILLISECONDS #LearningCon @tmiket
  66. 66. Our unconscious mind can form likes or dislikes before the conscious mind even knows what is being responded to. #LearningCon @tmiket
  67. 67. #LearningCon @tmiket Identity Theft Protection
  68. 68. #LearningCon @tmiket
  69. 69. A B #LearningCon @tmiket
  70. 70. Marketers tell stories #LearningCon @tmiket 4
  71. 71. Subaru makes safe cars #LearningCon @tmiket
  72. 72. #LearningCon @tmiket
  73. 73. REMEMBER: OUR LOGICAL MIND IS NOT IN CONTROL OF OUR ACTIONS #LearningCon @tmiket
  74. 74. Now let’s try a story… #LearningCon @tmiket
  75. 75. VIDEO #LearningCon @tmiket
  76. 76. Which is more impactful? A B
  77. 77. PERSONALITY Have some. Its free! #LearningCon @tmiket
  78. 78. Marketers take a campaign approach #LearningCon @tmiket 5
  79. 79. #LearningCon @tmiket
  80. 80. #LearningCon @tmiket
  81. 81. Email Marketing Tools #LearningCon @tmiket
  82. 82. CAMPAIGN #LearningCon @tmiket
  83. 83. CAMPAIGN #LearningCon @tmiket
  84. 84. CAMPAIGN #LearningCon @tmiket Stand alone or Enhance Existing
  85. 85. #LearningCon @tmiketBONUS: Actionable Data! CAMPAIGN Stand alone or Enhance Existing
  86. 86. 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
  87. 87. 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
  88. 88. 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
  89. 89. Campaign Tools Made for L&D withsparks.com Waves | learningpool.com #LearningCon @tmiket
  90. 90. martech5000.com #LearningCon @tmiket
  91. 91. Mike Taylor | #LearningCon @tmiket What do you wish you could steal from the marketing department? CHAT Question
  92. 92. THANK YOU! Drop your email here and I’ll send you everything. http://gettalk.at/tlc2020 mike-taylor.org @tmiket

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.

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