go social! driving the compliance training curriculum · driving the compliance training curriculum...

10/4/2013

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Cisco Confidential© 2011 Cisco and/or its affiliates. All rights reserved. 1

Go Social!Driving the Compliance Training CurriculumStefani Dawkins

Senior Manager, Worldwide Compliance Learning and Development,

Cisco Systems

Gabriel Carrejo

Senior Director, Social Relationship Management,

Blackhawk Networks, Inc

Suzanne Popkin

Principal, Strategy and User Experience Design

Boldium, LLC


© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

It’s a place to collaborate with colleagues

It’s a place to share insights and thought leadership for brands

It’s a place to share moments and memories with friends

It’s a place to vent

Social Media is many things to many people

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Cisco Confidential 4© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4© 2010 Cisco and/or its affiliates. All rights reserved.

Pol

icy

Upd

ate

Em

ails

Corporate Executive Board, Corporate Leadership Council

Frequency of Method of Compliance Communication2

Percentage of Respondents Who Use Each Communication Type, 2012

New

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Pos

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Mee

tings

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eos

Per

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Ann

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Inte

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Social media presents an unprecedented opportunity to create loyalty and advocacy by: listening

engaging

&


Old media was “broadcasting” = 1 to many

Ads

Billboards

Radio

TV

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New media = Many about 1

Syndication of your content

Validation of your brand or product by “trust” agents

Customer Support – rapid response, real time engagement

User Generated Content about your Brand or product:

Posts, Shares, Likes, Pins


Harness the power of social behind the wall

It works outside the (fire)”wall”

Web Ex Social Intranet Platform


Potential Benefits of Social Media to Compliance

Frequency

Collaboration

ReachDepth of

engagement

Creating Social

Authority

Immediacy

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If Compliance is your business, and training is your product…

Leverage social best practices to market and support your compliance training initiatives


Learning Product enhancementListen to comments and posts

Learner and Business supportTraining specific forums

Content awarenessShareable contentCompletions awareness

Time to launchCentralized content allows for multiple reviewers and approversTracking stakeholder sign-off

Content developmentCollaborationVersion control


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Survey reveals…

• IT employees are generally younger (varying by region of the world)

• Highly virtual – 85% of Cisco employees regularly work from home or on the road


The learning team partners with the business to customize the training access and learning experience

Most training is refreshed annually

More than 30 Compliance programs with content customized specifically to the target audience


Internal Platforms Number

Communities: open and restricted(Integrated Workforce Experience or “IWE”)

1,600

Blogs & Wikis: functional/team or personal (CEC* & IWE) thousands

Discussion Forums on CEC* intranet 1,100

Show and Share (videos) 2,400+

Chirp (formerly used Yammer) 155

Shared servers/EDM thousands

*CEC – Cisco Employee Connection ( intranet )

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Community members create specifically tagged video blogs, allowing for members to watch videos directly in the community


Training optimized for any audience, any way, when and where they need it

Focus on employee role and relevance and training effectiveness

Collaborate with Stakeholders “as they like it”

Provide Training Solutions to support the needs of each site quality over quantity

Evangelize our culture of Ethics & Compliance


70,000Learners world-wide

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Finance ERIM Privacy Team Export HR

Corporate Affairs

Learning at Cisco

Employee Relations

Corporate Policy team

CCWG Audit TeamInformation

SecurityLegal

Ethics Office Marketing Healthcare Environmental

Corporate Quality



• Page “flips” – like a booklet (…not a website)

• Google Analytics – enables rich data review

• Improved search capabilities

• “Hover-over” definitions for key terms

www.cisco.com/assets/about/ethics/cobc/ebook

63 Pagesonline pdf

38Pagesonline pdf

2011 2012-201318

PageseBook

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Optimized the experience based on User’s feedback

Listened to response from target audience

Created Companion Wiki Space



Aggregates content from various platforms

Provides forums to create communities

Provides single place for members to access content, get the latest program news, collaborate around community content, and collectively share their knowledge

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A complex multi-layered community built in less than six months using part time internal talent

3 of 20

Activity Resource Hours

Solution Design Designer, PM 12

Community Templates and Site LayoutDesigner, PM 30

Sourcing of Relevant Content for PostsDesigner and stakeholders 60

Build Community Pages and 36 Performance Support Posts Developer 90

Maintain/Update Community Developer 15

Marketing PM, stakeholders 30

Total Hours Estimated: 237


Improve the response-time to learners’ questions


Self-service customer support through discussion forums on WebEx Social

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Genuine Dialog: Real Time Updates and Feedback.

Leveraged WYSIWYG interface to allow for real-time updates, instead static html website with 4 week SLA to make changes to a page = current, fresh content, and reporting (like, share, favorite = judge interest).

Allowed for learner feedback and commentary giving insight for development, and target market

Created dynamic"posts" with the roadmap, sorted by Compliance category (Healthcare, HR, IT, etc.).


Provides system of record and

version control

Approvals

File sharing

Provide opportunities stakeholder

engagement, even if they do not want

to be on every email chain.


2000Healthcare Program Discussion forums received over 2,000 views the first year

1 year

90 %Eliminated approximately 90% of capacity consumption for learner response per training program rollout (Typical burden over 80 hours per rollout) saving thousands of productivity dollars

90

1 Month

1500Workplace Anti-Harassment Course Discussion forums received over 1,500 views the first month

.05%Less than .5% of learners raised GTRC (technical support) casesThanks to use of Web Ex Social saving over $50,000 in learner support costs per course

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Program Description: LEAP is a WebEx Social-based Community with just-in-time support to improve the learner experience through the life-cycle process of planning, developing and delivering training.

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Context

People Information


Learner Experience Touch Points Measurements (awareness, participate)

Increase L&D productivity through sharing of best practices when Planning, Developing and Delivering Learning (aspirational measure)


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Deployed attention-grabbing ad that made users think about why compliance is important:

“What would you do if we lost 80% of our customers?”


30 days to 100%completion

Reduced time to completion by 40%

Created “Buzz”

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Revenue:Help alleviate the enormous costs involved in addressing reported casesof cheating

Branding: Address the serious threat that non-compliance poses to the Cisco brand

Education: Decrease the upward trend of non-compliance in the Cisco Certificationcommunity


• Improve awareness of what Cisco NDA compliance entails

• Improve understanding of the personal and professional

consequences of non-compliance

• Improve awareness of how compliance impacts the value of

accreditation in the marketplace

• Increase the acceptance of compliance on a global scale by

positioning the NDA compliance as job requirement and not an

ethical judgment

Business objectives:

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• Influence candidate behavior to improve compliance before,

during and after testing

• Instill pride in and loyalty to the Cisco certification program

• Empower candidates with tools to self-assess behavior

• Encourage test takers and certification holders to be good

ambassadors for compliance

Business objectives:


The Cisco Certification Compliance Videos

“Earned It!”

Leverage social media to create a culture among theCisco Certification community in which ethical compliance is understoodand respected

Leverage the latest research to make sound business decisions

Position Cisco as a leader in the industry


Longevity

Create a memorable experience that will persist in the minds of candidates

Reach:

Create content that will spread virally on social networks

Social Authority

Create the perception that compliance is “cool” and will thus will inspire candidates on an unconscious level

Depth of Engagement

Gain the attention from the target audience by providing content that is entertaining in its own right

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Social norm marketing:individuals use their perceptions of peer norms as standard against which to determine their own behavior

Ethical remindersare proven to decrease cheating behavior, even when they are non-religious

We leveraged two bodies of research to ground our project

By providing ethical reminders, we can alter behavior. *

Based on research by Dan Ariely (Duke) and Francesca Gino (Harvard)

By changing this perception, we can alter behavior *

Based on research by H.W. Perskins and A.D. Berkowitz

* *


Create an ethical reference point for reminders: “Code of Certification Ethics”

Target proudly self-identified as “geek”

Appeal to the target audience’s interests

Created a code that explains the NDA in simple language

Geek culture includes interest in comedic videos such as “Big Bang Theory” and Superhero comics


Associate-level candidates (80% of candidate volume)

The very large group that perceives cheating to be minor

Current research shows that a very large percentage of people cheat consistently, and in ways that are perceived to be minor; a small percentage cheat egregiously.

New users just starting their certification journey who may be misinformed and take “shortcuts”

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HumorPositive tone

We are all in this together


Informative & inspirational

EntertainingProvide Ethical Reminders & Peer Influence

Appeal to geek audience

Positive tone


Entertaining Informative Positive& &

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A series of brief (90 seconds maximum), entertaining videos

Target each video to an NDA topic.

Show “Ethical Reminder” before and after each clip

Two approaches: • Superheros in a parallel

world of certifications • Days in the lives of Cisco

Exam Takers


Humor should not offend or turn off global audience

Humor should be delivered with with warmth and humanity

Humor should be "witty" and "clever”, not “cheap” or “insulting”

Gather feedback from international Cisco community as early in

production as possible

Given that entertainment is locally sensitive, the main target audience for initial launch is U.S. candidate community in order to test, learn and optimize

At the same time, as the experience will be broadly available, the videos must be sensitive to global issues


Hired writer from The Big Bang Theory

Surveyed internal and external target audience members

Drafted multiple versions

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Partnership with Pearson VUE to create authentic location of testing centers

Surveyed members of target audience to refine videos for comprehension, entertainment value, and appropriateness of humor

Choosing actors who aligned with the target audience

Cultural and ethnic awareness


http://www.cisco.com/web/learning/exams/nda/index.html

https://learningnetwork.cisco.com/community/certifications/policies_reference_tools/earned-it-videos


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Unique visits and other

traditional web metrics

Social media sharesShare of voice and search rankingsAwards and recognition

Inbound link tracking from social mediaRadian6 web monitoringModerated comments on site and FBAnecdotal feedback (e.g., tiplines, social media, Cisco Live, industry conf.,customer service, etc.)

Audience awareness Clarity, retention and changes in candidate behavior


7500 views during the first 12 weeks

All positive comments on forums.


Consult research to ground innovative projects in proven tactics

Survey audience throughout the process to make sure message is on target

Hire best-in-class talent appropriate for target audience

Prepare a marketing plan prior to launch

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• Use social media yourself

• Experiment with the technology

• Set up a private group on LinkedIn

• Investigate enterprise solutions

your company may already have

in place

• Stay abreast of new

technologies/practices (ASTD,

eLearning Guild)

• Don’t be afraid to fail.


• Create a decision tree

• Engage partners, Organizations,

Stakeholders

• Make it relevant

• Advertise

• Leverage corporate communication,

organizational

newsletters

• Make it mobile

• Meet them where they are - e.g. engage

learners before and after a distance

learning event

• Create a rewards system

• Doesn’t have to be fancy

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1. Run Compliance Training like a business. The trainings are products, the learners are your customers.

2. Create Social "Product Support". Cisco uses Webex Social but you can use almost

any solution. Point is to meet the customer where they are, and provide the resources

for them to help themselves and one another.

3. Make sure you are listening to the audience. Internal forums, customer service.

4. Pay attention, be as open and honest as possible.

5. Break the silos! Get Executive stakeholder support from everyone you can think

of. Groundbreaking Certs vids had at exec support from at least 6 different

organizations. Speed up the development process and rollout. True collaboration.

6. Build for the long-term. Leverage platforms that are malleable and scaleable. Build

content that can be edited and used for "marketing" and support.

7. Manage your assets. Everything you build is an asset. With this mindset CSAT will

increase, as well operational efficiency.

Thank you.Thank you.


Contentin the forms of knowledge-based assets,

experiences, and expertise, this is where it all starts.

Consumptionof content, as in usable, reference-able,

searchable, tagable, and re-usable.

Contributionof content that can and should be user-generated.

Conversationabout content makes it relevant to the business.

Collaborationwith others over content is goal-oriented and

how we get things done socially.

Connectionsmade with others regarding content

Controlsocial learning technologies should enable some

governance along the continuum of openness and

control.

go social! driving the compliance training curriculum · driving the compliance training curriculum...

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