TJ Hammond - USSTRATCOMJulie Clow - Google

The Long Tail of Learning

What is the Long Tail?

1. As production tools become cheaper and ubiquitous, niche goods outnumber the “hits.”

2. Digital distribution, broadband, and search technology break down bottlenecks and costs of reaching niche markets.

3. Filters drive demand down the tail through recommendations and rankings.

4. The demand curve starts to flatten – “hits” aren’t as big.

5. Niche markets collectively make as much (or more) than the hits.

6. What shakes out is the “…True shape of demand in our culture, unfiltered by the economics of scarcity.”

Example: Online MusicD

ownl

oads

/ P

urch

ases

Titles, ranked by popularity0

100K

10K

0

Songs available at Wal-Mart and

Rhapsody

Songs available only at Rhapsody

98% of all inventory downloaded at least one time

per quarter

A Few More Questions:

• How many learning programs can your organization develop in a year?

• How many learning programs can your organization deliver and administer in a year?

• What percentage of Warfighter “needs” are you realistically fulfilling for: Every on-the-job skill

Every project or initiative

Continuous learning – your organization’s industry & specializations

Every job function/chain of command in your organization

Talent management – “Broad-skilling” your workforce

Leadership and Career development

• What governance structures do you have in place to prevent “rogue” training?

What’s in it For Me?

Your training department is bringing great value to your organization by focusing on the Hits, AND you can bring as much (or even more) value

by nurturing the Long Tail of Learning.

Long Tail > The Hits

How to Facilitate Long-Tail Learning

Democratize production Democratize production toolstools

Democratize tools of Democratize tools of distributiondistribution

Connect supply and Connect supply and demanddemand

The ResultThe Result

Tools: Videos, rapid eLearning tools, wikis, Sites

Governance: Loosen standards, ISD processes

Aggregate learning content of ALL kinds – not just formal learning programs

Help learners navigate the “noise” to find the “high quality” stuff: search, recommendations, ratings, reviews, playlists

On demand, user-driven learning perfectly tailored to the learner delivered at the perfect moment intersecting both motivation and need.

1

2

3

4

The Key to Creating a “Learning Environment”

1. Recognize the major segments of the learning landscape:

• The Hits

• The Specialties

• The Long Tail

2. Devise a strategy that aligns with the needs and goals of each segment.

3. Identify learning technologies to enable the strategy for each segment.

The “Hits”

Expert-driven learning experiences; “Small” number of offerings, but high demand and high production quality/effort

Examples: On-boarding, Anti-Terrorism, Cultural Awareness, SERE, Trafficking in Person

Dem

and/

Qua

lity

LOW

INFORMAL

HIGH

FORMAL Relevance/Popularity of Learning Objects

When? New Role, New Job, New Level, New to the Org, “Broadskilling” employees

The Specialties

Experts/specialists creating learning experiences in wide range of media on wide range of topics; role-related knowledge and skills with narrower focus

Examples: Videos, Intellipedia, Webinar, Podcast

Dem

and/

Qua

lity

LOW

INFORMAL

HIGH

FORMAL Relevance/Popularity of Learning Objects

When? Boost Skills in Current Role, Build Skillset for Chosen Career

Path

The Long Tail – Peer to Peer Knowledge

Peer-driven learning for “how-to” and niche information; distribution via formal and informal social networks; format can be anything that drives knowledge sharing and learning

Examples: Team wikis, sites, Social bookmarks & search

Dem

and/

Qua

lity

LOW

INFORMAL

HIGH

FORMAL Relevance/Popularity of Learning Objects

When? New Task or Project, Staying Current

to Know your Stuff

The Long Tail “Rules”

• Let the learners do the work.

• One distribution method doesn’t fit all.

• Traditional LMS isn’t enough

• Think “push” and “pull” strategies.

• One product doesn’t fit all.

• Forget Learning Objects – think microchunks.

• Videos, articles, books, book excerpts, websites, wikis, webinars…

• Lose control: Share information about the product:

• Trust the market to do your job: don’t predict (pre-filter) – measure and respond (e.g., analytics).

The Answer to the 70-20-10 “Dilemma”?D

eman

d/Q

ualit

y

LOW

INFORMAL

HIGH

FORMAL Relevance/Popularity of Learning Objects

70% of learning: Experiential, On the job, on demand

20% of learning: Coaching, Peers, Mentors, Colleagues

10% of learning: Formal programs

References

Anderson, Chris (2006) The Long Tail: Why the Future of Business is Selling Less of More. Hyperion Books.

Surowiecki, James (2005) The Wisdom of Crowds. Anchor Books.

Brown, John Seely & Adler, Richard P. (Jan/Feb 2008) Minds on Fire: Open Education, the Long Tail, and Learning 2.0. Educause Review.