It’s About Time: Interactive Learning Systems

For over 20 years, I’ve been engaged in the business of communication, training, and marketing. And for those 20+ years, I have seen, like you probably have, a lot of different systems that claimed to be “the answer” to online training, e-learning, multimedia, call it what you will. Most were and are expensive, clunky, platform-dependent and imposed a steep learning curve.

Most of these systems have served us so poorly that a large number of learning professionals still count PowerPoint (or now Keynote) as a major tool in their kit. That’s just pathetic and we all know it.

Recently, we’ve begun to see the rise of MOOCs, Massive Open Online Courses, and yet again these are touted as the end-all, be-all solution to the democratization of learning. And while they certainly do help, many are still little more than video streams with a plugged in quiz. I suppose the quiz qualifies them as being interactive, but a quiz never, in my experience, guaranteed real learning.

The best of the MOOCs include functionality that plays a huge role in a handful of new training websites, aimed at teaching programming languages. These sites sometimes include video, but sometimes do not. I’m referring to the interactivity of sites like codeacademy.com and CodeSchool.com.

CodeAcademy.com SiteThese sites (the first currently free, the second offering low-cost entry into its classes) use a combination of technologies, most notably JavaScript, jQuery, and the Ace Editor plug-in to provide a highly interactive hands-on learning experience for those who want to learn the basics of Web application programming, using languages like JavaScript, Python, and Ruby.

CodeSchool.com Site

While these sites aren’t perfect–they sometimes opt for glitz over a well-defined learning path–they do provide something that video-based learning does not: the chance to get your hands dirty building programs, with immediate feedback, albeit system-generated. Video-based systems generally send you off to set up your environment, and then to code examples and hope for the best. There’s little in the way of troubleshooting advice when your program doesn’t work. For beginners, this approach can stop learning in its tracks.

Just getting the environment set up for some programming languages can prove to be daunting, at best. In some cases, you’ll be unable to proceed with the training because you simply can’t get the compiler or interpreter to work on your particular system, with it’s particular operating system. End of story.

The interactive JavaScript-based environments also have some limitations: the founders of these sites don’t appear to have strong instructional design backgrounds, so while their modules can be slick and fun, there’s not necessarily a sense that you’ll be able to go from soup to nuts on their sites. Software developers are used to learning on their own, through books, Web searches, and simply trial-and-error. So, these lessons can be useful, as they are generally self-contained demonstrations of some discrete function or capability. For somebody new to programming languages, the sites are a good introduction, but will leave gaps for those who aren’t determined enough to seek out the requisite background material.

Still, as a model, these sites provide great hope to communicators and corporate training professionals like me. Having sat through more than my share of slideware trainings, I’m thrilled to see a way to provide real hands-on training, at least to a segment of the population.

What else can we do with this technology, especially in more general education?

What’s Your Desired Outcome?

Man writing ideas on glass wallIn the simplest terms, what’s your goal? The more detailed your desired outcome, the better chance you have of achieving that result. Anyone who has worked on either well-defined projects or poorly-defined projects can attest to the truth of that statement.

You get what you plan for. If you don’t plan, you’ll get random, unpredictable results. All projects, even the best planned, hit snags. Few projects succeed without some missteps, changes of direction, and re-plans. The goal is not to create the perfect plan, but to build in wiggle room that allows change and adaptation.

This is true, regardless of the type of project. Web development, software projects, marketing communications programs, instructional design and course development projects, and project rollouts of all kinds need to be planned with the desired outcome in mind.

On this site, you’ll find articles about a bunch of different topics–but I don’t claim to be the expert. These are my own opinions based on my own personal and professional experience. Your results may vary.

Marketing Communications in an Over-Communicated World

Not too long ago marketing communications responsibilities mainly consisted of promotional activities undertaken by companies to sell their products and services. When I was a marketing communications director for a small software startup in the 1990s, my initial tasks involved writing copy and working with designers for ads and direct mail pieces, internal communications, press releases, data sheets, package copy, and tradeshow handouts, to name just a few of the more important items.

Web and Social Media

Nowadays, the scope of marketing communications has changed dramatically, and for the better, in my opinion. Because the Web and social media are essentially communication media, it makes perfect sense that marketing communications specialists should expand their roles to take on strategy and a wider range of planning activities.

Small company messaging is often left to the whims of the owner or chief executive. Today, with the closer integration of inbound marketing tools, methods, and media, defining a strategic approach is far more important than it used to be for small businesses. Marketing communications specialists can no longer be satisfied to run one campaign after another, crafting variations or even completely new messaging for each direct mail piece or ad.

Our Over-Communicated World

As Al Ries and Jack Trout explain in their book “Positioning: The Battle for Your Mind,” we live in an over-communicated world. This has never been truer than it is today. As a result, consumers, whether B2C or B2B, respond to information overload by filtering out much of the messaging directed at them. The more complex the world gets, the more people seek simpler solutions and messages that appeal to ideas and beliefs they already hold.

So how can marketing communications specialists help cut through the level of over-communication, with even more communication?
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  • First, familiarize yourself with the most relevant social media platforms, paying particular attention to those being used by your target market.
  • Next, upgrade your creative skills or those of your in-house or outside consultants to include more online techniques and tone.
  • Spend time learning how the various social media platforms—Facebook, LinkedIn, Twitter, YouTube—and inbound marketing tools like blogging, landing page design, content marketing, and email marketing integrate and interact.
  • Learn how to simplify your positioning to appeal to the real desires of your target market. You can’t be all things to all people.
  • Finally, use social media and inbound marketing to expand the reach and frequency of your very simple message, but targeted only to those people who want to hear it.

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It’s critical to understand how to leverage all of the tools you can when crafting new content strategies and tactics. It’s no longer acceptable to blanket a purchased list with direct mail pieces (although plenty of people are still wasting money doing exactly that). Instead, spend more time understanding your company’s relationship to its customers and how you can expand that relationship to reach more prospects.

Remember Your Internal Customers

For any long-term success in this new marketing world, you’ll need to spend time educating your internal customers—sales, marketing, engineering, customer service, executive management—about how you can strategically build a lasting conversation with external customers. It’s up to you to help your co-workers understand how they can get involved and become evangelists for your one simple message, whatever it is.