Blog

On The LMS Campaign Trail

No, this is not a post about politics. When I see political debates on LinkedIn, I’m quick to unfollow. For me, those very important discussions (and they are important) belong on Facebook and other outlets. Of course, I also unfollow anyone who posts Zig Ziglar quotes, which to me sound like, “Do not question whether you are the humble bologna or noble turkey breast – just know you are part of an bigger sandwich, blah, blah, blah”.

No matter who you voted for or support (again, no debates in the comments section, s’il vous plait) what can be said is many insights about online behaviour and engagement were demonstrated during the run-up to the election. Mainly, that there were many who were surprised by the presidential win based on what they were seeing on their social media feeds. People had created their own filter bubbles to serve up to them a world of opinions that matched their own values.

I am 100% guilty of this. In addition to my annoyance with Zig Ziglar, the other posts I ferociously weed out on LinkedIn are:   

  • My son/daughter is graduating this year and is looking for opportunities; Do your kid a favour and help them build their own LI profile and network, then I will happily engage
  • Anyone posting about Learning Styles and MBTI; you make me itchy
  • Real Estate agents stalking me; I’m not selling my house and you are creepy

But this is not a post about LinkedIn grievances and politics. Rather, this has me thinking a lot about how we push content to our audiences and the complex and nuanced relationships that exist online.

Part of my Predictions for 2017 in L&D was the death of the traditional LMS. I quickly learned that this was a provocative statement, but I still stand by it. While LMSs are improving, the majority of the big players are simply not evolving fast enough. More importantly, as learners naturally gravitate to their own fields of beliefs, it is important that we begin to understand how these arenas of influence operate.

Some LMSs are embracing the social. There are portals, communities, shares and likes, to entice the learner into engaging with content. This is a far cry from the graphic-free, non-HTML automated generic email, from the monolithic LMS, advising that Employee # 83H627 (FYI: that’s you) is overdue on their Code of Conduct training #bigbrother.

Likewise, other content providers curate daily feeds to their audiences, based on algorithms of their likes and previously viewed learning. This interests me because I am all about using data to make informed design decisions. If we do not seek the insights based on our learners’ digital body language, then we are wasting our time (shameless plug: here’s the free eBook).

While both social and curation are eons ahead of where we were, they have one fundamental flaw: the learner can make themselves cozy in their filtered bubble. This is great when the learner is keen on a topic. It does not function as well for a company undertaking a culture shift or transformation. Sure, you can force messages, but then you are back in Compliance Town, living on Lockstep Avenue.

What I would really like to see is an LMS with an embedded marketing automated engine. Yes, I know. L&D people hate the M-Word, but hear me out. Consider this standard scenario: To make a purchase or download a whitepaper, you provide your email address to a company. Behind the scenes you are segmented according to profile and are funneled into a text or email content campaign designed to spark interest and engagement with their offerings.

This campaign is not a linear path, but rather a flowchart of if/then actions to guide you towards a solution. Of course, parts of the campaign take into account your expressed preferences, while other parts of the campaign (and this is key) are curated to drip-feed content you may not have searched for on your own, or might not even be aware of.

I would love to do the same: build out a learning campaign based not only on algorithms for personalization and interests, but also a flowchart to insert content to meet performance outcomes; as in, the topics the learner might not naturally gravitate towards but are important to the business. I believe it is a way to socialise new concepts and continuously engage and challenge audiences. It also removes one from the filtered bubble.

Have a quick look at your LinkedIn Pulse. You are probably seeing content your connections liked, plus articles trending in your network, along with overall popular LinkedIn topics. A good benchmark in marketing is that a new concept has to be viewed 3-5 unique times before clicking. Single email notifications are not going to cut through the digital noise our learners receive. Learning campaigns are a way to craft that curiosity.

Another item on the wish list? An aggregate view of webs of influencers and connections on a social LMS platform, please. I want to understand how interwoven an audience is, who the trusted posters, and where are the outliers. Digital relationships are finicky. BS detectors are set to max because we lose the visual cues normally found in face-to-face conversations. This is why establishing trust and credibility are paramount. Previously, an email communication from the CEO was de rigueur.

For better or worse, you are more likely to pay attention to someone you have digital respect for rather than someone you have never had an online conversation or relationship with, regardless of the senior CEO title.

A better understanding of the landscape could mean increasing cross-pollination of silos and strengthening advocacy for a certain learning object.

Learning from past posts, let me be upfront and say that I am but a humble consultant and have no means to invest in an LMS. If you are in sales and your LMS has these functionalities, I would love to hear about them, but I am budget-poor. If you are an LMS, or even an LRS, vendor and think these are intriguing ideas to consider building, then you know where to find me.