70 20 10... Don't buy the what! Buy the why! - learning technologies summer forum 2013
In my final post on the learning technologies summer forum I am going to cover the main points from a talk on 70 20 10. The talk was given by Boyd Glover, who has been working with TWM (The Working Manager).
What is 70 20 10?
A learning and development model that supports the idea that learning is broken into three groups
70% experience
20% social
10% formal
70 20 10
Why use this?
If you take away the numbers it is a mix of formal learning, social learning and practice.
There should be an acceptance that you can not teach learners everything, but you can arm them with the right tools to enable them to learn.
Seymour Papert put it like this:
You can't teach people everything they need to know. The best you can do is position them where they can find what they need to know when they need to know it.
Social
70 20 10 often get's mistaken for 'social'. The social element is very marketable but there are some things to bear in mind apart from the fact that it is only 20% of the whole model.
The contribution phenomena
Jakob Neilson carried out some research for AT&T and found that only 1% of people contributed in a social sense, 9% of people fell in the category of editors, and a massive 90% of people purely consumed.
If you set out on a 100% usage target, the majority will still consume. Is it right to make people contribute when it is not their natural style to do so?
Contribution phenomena
The diffusion of innovations
Everett M.Rogers came up with this principle in 1962, it is still used often in many areas, especially marketing. This diagram shows that there is a chasm after the early adopters have tried something new, and that there will always be skeptics that create a barrier to getting 100% engagement.
The diffusion of innovations
View counts and comment boxes on social platforms can be crucial in winning over users. A platform with very few view counts and comments can put people off following the trend. Boyd argued that if 90% of people are 'followers' we need to have high counts/comments in place to invite them to engage. The practice of adding your own counts/comments is often used on social media by big business, this tactic was hinted at as a solution to the low count/comments problem.
Personalisation
Disney Land Florida receive millions of visitors a year, so how could they possibly personalise their experience?
Disney's RFID wrist bands
Instead of sending paper tickets, they plan on sending out wrist bands. When purchasing entry to the theme park visitors filled out a short survey. As well as giving visitors entry the RFID (Radio-frequency identification) wrist bands store information about the visitor on them, for example their favourite rides, characters, and food. This information is then available to Disney cast members who can personalise the service they give to visitors.
"Disney in the coming months plans to begin introducing a vacation management system called MyMagic+ that will drastically change the way Disney World visitors - some 30 million people a year - do just about everything.
If we can enhance the experience, more people will spend more of their leisure time with us,”
said Thomas O. Staggs, chairman of Disney Parks and Resorts.
Barclay's have also recently launched a scheme to allow customers to personalise their debit cards with personal pictures.
The Thank You team
Gary Vaynerchuck took his family owned wine business and turned it into an online success, it is now estimated to be worth $60 million dollars. He attributes much of this success to his passion for social media, which he uses to post video blogs reviewing wine.
An important part of Vaynerchuck's strategy for success was based on personalisation. Vaynerchuck's winelibrary.com business have a dedicated Thank you department. The thank you department contacts customers with personalised emails thanking them for their business. In one example the thank you team followed a customers twitter feed and found that he followed a particular baseball team. To thank this customer they purchased a baseball jacket which belonged to the customers favourite player, framed it and sent it to the customer to thank him for his business. It turned out the customer spent $3 million dollars a year on wine elsewhere, after the gesture from the Thank you team he switched all of his business to the winelibrary.com.
Validation
Even powerful leaders look for validation
Opera Winfrey has had the privilege of interviewing some of the most powerful people in the world, at a keynote speech to Harvard graduates she said
"The common denominator that I've found in every single interview is that we want to be validated. We want to be understood. I've done over 35,000 interviews in my career. And, as soon as that camera shuts off, everyone always turns to me and, inevitably, in their own way, asks this question: 'Was that okay?' I heard it from President Bush. I heard it from President Obama. I've heard it from heroes and from housewives,..."
So where does Personal sit within 70 20 10?
Boyd closed by saying that if you put personal at the heart of what you are doing you increase engagement. More often than not people think "if it's about 'me' I'll do it", if it is about the company "I will wait till I absolutely have to do it".
Personal is at the heart of 70 20 10