Posts Tagged ‘Tagoras

22
Apr
14

Life goes on…and so does learning

AlbertEinstein-001As some of you may know, in addition to my role with Event Garde, I work for Michigan State University’s central communications office. I love working with students. They’re brilliant. They’re ambitious. They’re overachievers. And some of them are old, well, older.

I’m amazed by the nontraditional students I encounter on campus. Some are undergrads and some are grad students. And others are lifelong learners. MSU, like many universities around the country, offers lifelong learning credits. In fact, I took my first graduate class as a lifelong learner because it was so much cheaper.

Lifelong learning seems to be on the upswing as curious minds look for answers. But sometimes, universities don’t fit the bill, which is where associations should step in.

“With the short- and long-term value of traditional degrees increasingly in question, the number of people looking for alternatives will grow,” said Jeff Cobb, co-founder of the consulting firm Tagoras. “As a result, certification programs, assessment-based certificate programs, digital badging and competency-based education are likely to be areas of significant growth for continuing education and professional development providers.”

Why? Globalization.

Even mom-and-pop businesses are dabbling in international business. It’s safe to say that in today’s global economy, employers require skills that go beyond a degree. They want trend-savvy employees, so professional development is a must.

Jeff Cobb and Celisa Steele

Jeff Cobb and Celisa Steele, co-founders of Tagoras

And so, Cobb said, associations should beef up their education staffs. Cobb recommends hiring in-house subject matter experts to address increasingly complicated global issues. Their specialized industry knowledge and stakeholder connections are invaluable to creating lifelong learning materials. Remember this as your association competes with cheap, easy-to-find educational resources a la the web.

That said, associations should capitalize on technology, not shy away from it. For example, if an association offers online certification, it can easily incorporate a YouTube video or podcast. Crowdsourcing is also key. Associations should provide a platform to allow their members to share virtual resources.

At the same time, technology provides incredible tools to measure the effectiveness of your association’s lifelong learning opportunities.

“A variety of tools – from web and social media analytics to e-mail statistics to low-cost feedback systems like iPerceptions – can be used to extend and strengthen traditional, less agile market research methods,” Cobb said. “Organizations need to get more adept at using these tools, testing new ideas quickly and moving to full implementation with decisiveness.”

Tagoras has produced a list of tips for associations that want to compete in a global market for continuing education and professional development.

Simply put: Learning doesn’t stop after high school or college. And your association can easily meet the demand.

So now I’m wondering, where do Massive Open Online Courses fit into this equation? If you know of an expert on MOOCs, or if your association uses MOOCs, please contact me. I’d like to write about this in the near future.

25
Mar
14

Association e-learning: what you need to know

Sarah Lugo

Sarah Lugo, digital marketing coordinator for Digitec Interactive

This month’s guest blog post is by Sarah Lugo, digital marketing coordinator for Digitec Interactive. Follow her on Twitter.

 

Associations are beginning to grow their education departments by bringing member education online. Why? Selling courses and certifications online provides a new revenue source for the association while adding more value for members. At the same time, members who can’t attend a conference or workshop benefit from the convenience of on-demand content. But it’s difficult for many associations to determine the types of offerings they should provide online.

Want to get off to a good start with your association’s online education products? Here are my suggestions for best-in-class member education:

Give members what they need and want
. Will an eight-hour course be something members will utilize or do they prefer shorter “mini modules?” The education members want online will likely differ from what they want at a conference. Analyzing the online education products your competitors provide can also help you determine what already exists and what your audience wants. The best way to determine what your members need and want is to ask. Survey your members and gauge their interest in potential topics and formats. While you’re at it, ask members what they’d be willing to pay for these offerings. For tips on surveying members and valuing your education products, check out Digitec Interactive and Tagoras’ recent webinar.

Keep it fresh. The shelf life of an online course is not indefinite. Keep your content fresh by re-purposing and updating content routinely to ensure it’s both relevant and timely. Pre-plan your content’s maintenance schedule and decide how you’ll determine when the content has “expired.” One suggestion is to look at the data from your Google Analytics account and the association’s learning management system (LMS) to determine which courses are least popular among members. The trick is to refresh the course or webinar before traffic has died down completely. If the content has become so outdated that members have quit purchasing it entirely, consider whether the topic is still relevant to your members.

Invest in marketing. Most associations do an excellent job of marketing their annual meeting, but few know how, or even attempt, to effectively market their online offerings. Developing and delivering education is an investment like any other initiative. Don’t sell yourself short by assuming, “If we build it they will come.” Getting members involved early on (i.e. surveying) is also helpful in obtaining buy in. Keep members abreast of your plans to offer online education and begin marketing your offerings well before they launch. Once you’ve launched your first course, continue to roll out additional offerings and utilize features within your LMS to “up sell” members on related courses. You can read more about marketing your education products on the Association eLearning Blog.

e-Learning Concept. Computer KeyboardEducation is at the core of professional and trade associations, and technology-enabled learning is quickly gaining popularity with membership organizations. Associations are uniquely suited to provide members with specialized professional development and continuing education, so if you haven’t already, it’s time to get started with association e-learning and begin bridging the skills gap for your members. There is value in offering online education, and with these tips you’re sure to get off to the right start at your associations.

11
Feb
14

Goodbye e-learning

TechStockPhotoAs a former journalist, I love data. And trend data are even better.

So when I came across “Association Learning + Technology 2014,” a recent report by Jeff Cobb and Celisa Steele, founders of consulting firm Tagoras, imagine my delight!

Young or old, technology has redefined the way we learn and work. As 8-to-5 days at the office have slowly turned into 24-hour social media networking from the car and virtual meetings during the kids’ soccer practices, social media has filled in the gaps.

“The world of continuing education and professional development has changed dramatically in the past few years,” Cobb and Steele said.  “To meet member needs and stay out in front of the competition, you need to arm yourself with real data targeted to help you grow your programs.”

The 52-page Tagoras report provides such data, which were collected based upon a survey of 200 trade and professional associations. “Association Learning + Technology 2014” is designed to help association leaders strategize for a new learning landscape, while meeting their members’ needs for convenient and quick access to information.

There’s a goldmine of information in the report, which you can get for free if you subscribe to Tagoras’ free e-newsletter.

I’m sure the trends and data provided in the report will provide future blog fodder. But for starters, Cobb and Steele have abandoned the term e-learning and instead use the term technology-enabled or technology-enhanced learning.

Nearly all survey respondents – 88.7 percent – indicated they use some form of technology-enabled learning. The most popular form of such learning, according to the report: webinar.

As for social media, 33 percent of respondents reported using YouTube for learning programs, followed closely by Twitter (32 percent). Facebook was next, followed by LinkedIn. Nearly 37 percent of those surveyed indicated they have a mobile learning platform, and live streaming – rather than virtual conferences – seems to be an upcoming trend.

Another key takeaway: The majority of all respondents report technology has increased their revenue from educational offerings, but less than a quarter have a strategy in place to launch new learning platforms.

Cobb and Steel found organizations that consider themselves to be very successful:

  • Report increased net revenue from their education offerings as a result of their use of technology for learning.
  • Have a formal, documented strategy for their use of technology for learning.
  • Have formal, documented product development and pricing processes that cover their technology-enabled and technology-enhanced learning.
  • Offer facilitated online courses, gamified learning, virtual conferences and at least some mobile learning.
  • Use a learning content management system (LCMS).
  • Offer a formal credential (e.g., a certification or license), regardless of whether the credential is their own.

As the association industry transitions into technology-enabled learning, other trends will emerge, the report said. There will be:

  • Growth in implementation of learning platforms and their integration with other key systems, like association management systems.
  • A continued focus on professional instructional design to help ensure educational products are effective.
  • The slowly growing use of social media for learning and increased dabbling in emerging products, like microcredentials and massive courses.
  • An increase in competition that will, in turn, drive experimentation as associations look at how best to deliver more value.
  • The professionalization of the education function overall, as the adoption and integration of sophisticated technologies increase the demand for savvy, experienced leaders in the continuing education and professional development business.
Jeff Cobb and Celisa Steele

Jeff Cobb and Celisa Steele

“We want to see more associations develop and use a strategy to guide their use of technology for learning,” Cobb and Steele said. “Gut-level governance can work, but more consistent approaches empower staff all over the org chart.”

While all this may seem overwhelming, “Associations Learning + Technology 2014” is an incredible measurement tool for associations, regardless of size and budget. As associations plan educational programs, sessions and conferences, it’s becoming increasingly important that technology take center stage.

But it’s O.K. to start small. Maybe the answer is a hybrid conference – in-person and live stream. Or maybe it’s establishing a professional group on LinkedIn. Or perhaps smaller associations can establish a YouTube channel and provide “tips of the day.” (By the way, this is a great project for interns, who love to create videos and are social-media savvy.)

The point is: Don’t be afraid to taste technology. And don’t leave your clients and members hungry or with a bitter aftertaste in a world full of ripe and delicious technological treats.

So, tell us, are you embracing technology-enabled learning? How do you incorporate technology into your matrix of educational opportunities?




meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, hot yoga, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Proud mom of three. Total word geek. Spartan for life.

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