The “Amazon” and “Community” Models:The Intersection of Community and Learning

David WilkinsSenior Director, Social Learning SolutionsMzinga

dave@mzinga.com@dwilkinsnh on Twitterdwilkinsnh on Facebook, AIM, LinkedIn etc…

Agenda

Where are we now and how did we get here?Cultural driversIssues, historical and present day

Where should we be going?Roadmap to Learning 2.0 phase 1 – Amazon modelRoadmap to Learning 2.0 phase 2 – Community model

What is the instructional designers role in all of this?Q&A

How did we get here? And where are we?

How did we get here? And where are we?

A Brief History of Human Communication

Model

Time

1 : 1 1 : Many Many : Many

1900’s 1900’s 2000

Premise #1: the nature of human communication has changed

A Brief History of Human Communication

Model

Time

1 : 1 1 : Many Many : Many

1900’s 1900’s 2000

Premise #1: the nature of human communication has changed

World-wide Demographic Issues

Premise #2: the workforce has changed and will continue to changeIn brief:

Older, more knowledgeable people are retiring, resulting in a talent and expertise shortageYounger, more technically savvy people are entering the workforce, resulting in new expectations around collaboration and networking

Long-standing Issues in Performance

87%

13%

Informal Learning Formal Learning

Source: Jay Cross Informal Learning- The Other 80%Informal Learning, 2007

1 : Many 1 : 1

Premise #3: We’ve been standing on a whale fishing for minnows (Paul Saffo)

Long-standing Issues in Performance

87%

13%

Informal Learning Formal Learning

Source: Jay Cross Informal Learning- The Other 80%Informal Learning, 2007

1 : Many Many :

Many

Premise #3: We’ve been standing on a whale fishing for minnows (Paul Saffo)

Why Social Learning -- my story

Content and Community

We need to rethink our learning modelsWe need to rethink contentWe need to rethink ADDIEWe need to rethink our roles

CommentsRatings

Blogs Social Networking

Documents *ECM*SharePoint*ERP, CRM

Courses Curriculums*LMS

Certification*LMSDiscussions

People and Community

What is the point of connecting to people?Find knowledge, content, expertise through peopleEstablish trust to enable information flowRecruiting, retention, innovation, productivity

We need to rethink Talent Management

People and Community

What is the point of connecting to people?Find knowledge, content, expertise through peopleEstablish trust to enable information flowRecruiting, retention, innovation, productivity

We need to rethink Talent Management

How do we get there?

LMSLMSLMSLMS

Most of the industry today

Time and cultural maturity Time and cultural maturity

Str

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LMSLMS

SocialMedia SocialMedia

Stage 2?

Time and cultural maturity Time and cultural maturity

Str

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pact

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Str

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CommunityCommunity

LMSLMS

SocialMedia SocialMedia

Stage 3?

Time and cultural maturity Time and cultural maturity

Str

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pact

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Str

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pact

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CommunityCommunity

Stage 4?

Time and cultural maturity Time and cultural maturity

Str

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pact

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Str

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Two models

Two modelsSocial media and networking *about* a learning resource.Social media and networking for it’s own sake.

Amazon Model

Community Model

IdeaShare

Blogs

Discussions

Chat

Formal LearningFormal

Learning

File Library

Social Networking

Why the Amazon model?

Networking before, after and during formal learningExpertise locationDesign for change: blogs, discussions, wikisFinding and learning from a variety of perspectivesMost effective learning happens *after* formal instruction during debriefMost information in the enterprise is not stored in courses, knowledge management, or formal anythingRatings and comments provide another vehicle to rate value of content

Increasing the value of content & expertise

Premise: content and expertise are only valuable when they are found and usedContent / expertise that can’t be found is uselessAnything that increases the use and reach of content / expertise increases value and ROI

Content / Expertise

Ratings, Tagging, Linking

Recommendations

Valu

eV

alu

e

Rachel Happe

Two models

Two modelsSocial media and networking *about* a learning resource.Social media and networking for it’s own sake.

Amazon Model

Community Model

IdeaShare

Blogs

Discussions

Chat

Formal LearningFormal

Learning

File Library

Social Networking

Why the Community model?

Communities of practice (groups, sub-groups)New hire networksAlumni networksSubject area networksAffinity networks

Connecting leaders or experts together80% of the skills and knowledge people use in the workplace does not come from formal learningTalent Development – this is how Millennials thinkTalent Retention -- capture Boomer expertiseBonus: connect Boomers to Millennials as mentors

Role changes

Look outside our space:iReport, InnocentiveIdeaStorm, MyStarbucks, Proctor & Gamble etc…

Some reporters shift into editorial roles / vettingSome researchers and strategists shift into coordinators, facilitatorsCore skills a 2.0 company needs?

Sharing expertise, connecting the dotsCommunity culture, wisdom of the crowds…

“Teach a man to fish” or “Teach a man to teach”?Do you want to be the pipe or the plumber?

New Skills and Competencies?

Community ManagementEditing and ProducingCoordinating and FacilitatingModerationSeeding, Connecting, and RecommendingZen Mastery – Give up control to get controlOthers?

Homework

The Long TailWe Are Smarter than MeGroundswellBlogs

http://www.mzinga.com/en/AboutUs/OurTeam/Thought_Leaders/Dave_Wilkins.aspTony Karrer, Stephen Downes – and then follow all their links ; )

White Papershttp://www.mzinga.com/en/Community_Technology/Resources/White_Papers/

Articleshttp://www.clomedia.com/features/2008/May/2195/index.phphttp://www.clomedia.com/in-practice/2008/May/2196/index.phphttp://www.learningcircuits.org/0408_wilkins.htmlhttp://www.talentmgt.com/talent.php?pt=a&aid=701

QuestionsCommentsOther areas of discussion