The Rise of the Corporate MOOC and What It Means for You
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Massive open online courses, or MOOCs, exploded for consumers and are now experiencing rapid adoption at innovative corporations. In this presentation, we look at learning trends and explore why organizations now rely on MOOCs as a key ingredient for employee education and training. For more information, contact business@udemy.com.
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The Rise of the Corporate MOOC and What It Means for You
- 1. The Rise of the Corporate MOOC and What It Means For You Udemy Webinar Series
- 2. WELCOME • We’re thrilled you’re here! • We’re recording today’s session & will share the presentation. • Ask questions via chat.
- 3. AGENDA • Introduction • Review the history of MOOCs • Explore the concept of a corporate MOOC & how you can adopt them, too • How 1-800 Flowers successfully launched a MOOC • Q&A
- 4. Meet Dan Dan Chou, Udemy Director of Business Development
- 5. Stanford University launched Introduction Into AI by Sebastian Thrun, enrolling 160,000 students The New York Times named 2012 the 'Year of the MOOC' Harvard and MIT launch edX UK launches FutureLearn initiative Bill Gates loves online learning, especially MOOCs Moody’s says MOOCs could boost a University's credit rating Google announces MOOC.org Year of the Corporate MOOC? 20112010 2012 2013 2014 MOOC HISTORY
- 6. Another critical social issue that has been generally overlooked is the lack of workforce preparedness. The reality is that higher education institutions have not kept pace with workplace needs…
- 7. 42Of Worldwide Employers % 72Of Educational Institutions % believe recent graduates are ready for work Source: Mona Mourshed, Diana Farrell, and Dominic Barton, Education to Employment, McKinsey and Company, http://mckinseyonsociety.com/downloads/reports/Education/Education-to-Employment_FINAL.pdf
- 8. Workers Need More Career Training Chris Farrell, Our (work) Education Crisis: Send in the MOOCs, Bloomberg BusinessWeek. http://www.businessweek.com/articles/2012-09-17/our-work-education-crisis-send-in-the-moocs. Eduardo Porter, Stubborn Skills Gap in America’s Workforce, New York Times. http://www.nytimes.com/2013/10/09/business/economy/stubborn-skills-gap-in-americas-work-force.html?_r=0. Only 21% of workers have developed additional skills via company-provided corporate training An estimated 25% of all employees leave their job because of insufficient training or learning opportunities 45% of US employers say lack of skills is # the “main reason” for # entry-level vacancies Source: Mona Mourshed, Diana Farrell, and Dominic Barton, Education to Employment, McKinsey and Company, http://mckinseyonsociety.com/downloads/reports/Education/Education-to-Employment_FINAL.pdf.
- 9. 2004 - Social Media Marketing Think of a Typical Modern Career Arc# Jane, a Marketing Director at a leading CPG Company 1990 1995 2000 2005 2010 2015 2020 1992 - Jane Graduates • MBA in Marketing from HBS 1990 - Advertising is King • Television, Radio, Print 1995 - Rise of the Internet 2006 - #Advertising 1998 - Search Advertising 2002 - Term SEM is coined 2007 - Mobile Marketing What skills does a Jane need going into the workplace now? How can she remain Relevant over a multi-decade career? 2005 - Internet Video Advertising
- 10. Udemy believes MOOCs have a crucial role to play in Corporate Training# # However, the content necessary to address 21st century education needs resides in different silos - higher- education is not enough BASIC HIGHER EDUCATION Universities WORKPLACE # PREPARATION SKILLS Expert Publishers Corporate Training JOB-RELATED INTERNAL # EDUCATION L&D and LIT Seminars Ad hoc Peer Training CONTINUED DEVELOPMENT Online Resources Conferences CORPORATE NEEDS Where Do Corporations Need to Source Education?
- 11. Workplace & On- the-Job Training Yahoo! Onboard New Employees McAfee and Intel Build Talent Pipelines Candidate Screening, Sponsorship Train Channel Partners and Customers 1-800- Flowers.com The Corporate MOOC Throughout Employee Life Cycle Self-Directed Development Wolfram Research Collaboration & Innovation Procter & Gamble Source: Josh Bersin, Putting MOOCs To Work, Bersin by Deloitte. http://www.slideshare.net/jbersin. Brand Marketing Bank of America
- 12. PLATFORM CONTENT Social Capabilities User Experience Built for Scale Course Creation Course Consumption Multimedia User Experience Built for Scale Optimized for Mobile Browsers iPhone iPad Android (Q1 2014) 45% - Workplace Skills 23% - Industry Specific Skills 16% - Formal Education 16% - Personal Enrichment What We Teach Top Universities Cornell Dartmouth UVA / Darden Northwestern / Kellogg Duke MOBILE 6,000 Authors 13,000 Courses Thought Leaders Jack Welch Eric Ries Fred Pelard Dr. David Travis Publishers Pearson Wiley O’Reilly Infinite Skills Udemy Has Developed An Integrated Corporate MOOC Solution: UFO
- 13. Brand Marketing Workplace & On-the-Job Training Onboard New Employees Build Talent Pipelines Train Channel Partners and Customers Self-directed Development Collaboration & Innovation Udemy’s Corporate MOOC Vision PLATFORM CONTENT Employee Life Cycle
- 14. Brand Marketing Call Center Operations • Onboard new employees, 100% annual churn • Continued ongoing skills development Independent Florist Network • Need to train florists basic business skills (Udemy Content) • Quickly and effectively provide business practice updates to thousands of florists • Provide value add to non-exclusive florists to in order to gain market share Headquarters • 2,150 Employees • Self Directed Development • Workplace Training Floriology Institute • Physical professional development academy for florists based in Florida • Need to “MOOCify” training to serve florists unable to attend the academy • Expands the 1-800 Flowers brand by maintaining thought leadership in the space Workplace & On-the-Job Training Self-directed Development Workplace & On-the-Job Training Self-directed Development Onboard New Employees Train Channel Partners and Customers Train Channel Partners and Customers Brand Marketing Source: June 2013 1-800 Flowers 10K http://investor.1800flowers.com/secfiling.cfm?filingID=1104659-13-69833 Build Talent Pipelines Self-directed Development
- 15. SELECT CLIENTS
- 16. CONTACT UDEMY FOR BUSINESS BUSINESS@UDEMY.COM
Editor's Notes
- Welcome to our webinar, The Rise of the Corporate MOOC and What It Means For You. I’m Shannon Hughes, Senior Director of Marketing at Udemy. Before I introduce today’s speaker, Dan Chou, I’d like to take care of some housekeeping items: Today’s presentation will last about 30 minutes, with time at the end for questions Please submit any questions in the Chat feature We will be recording today’s session and will send out the recording and the slides shortly after the webinar ends Please make sure your audio is enabled by clicking the ‘Audio’ button at the top of your screen. If you have any issues with audio, please message us in the Chat feature With that, I’d like to introduce today’s presenter. Dan Chou is Director of Business Development at Udemy. <Insert Dan bio>
- Just a little background history on Udemy. - We started out like our MOOC peers. We hosted university courses for free on the web. We broadened our scope early on in our evolution to allow for more than just universities to teach on our platform. Today, we have thousands of publishing partners, from universities and professors, to publishing houses, to individual subject matter experts, to corporations. We already have 2 million students in over 200 countries enrolled in over 13,000 courses taught by 7,000 published instructors.
- Udemy also offers a corporate MOOC product called UFO. We’ll talk a little about it today. But we started this product last year when we realized that much of the demand for MOOCs on our platform was coming from enterprise users. Our experience with these users helped form many of our thoughts that we will share with you today in terms of what corporations are looking to do and how.
- So let’s take a step back and level set the conversation. What is a MOOC? Well MOOCs came about several years ago to try to solve some big social issues: the lack of access to high quality educational content. MOOCs provide - Massive: very large groups of students – thousands, tens of thousands, or even hundreds of thousands of users in a course - Open: Open access to high quality educational content. This has historically been free - Online - Courseware
- What we’ve seen at Udemy is that there are a few central problems when it relates to the mission of MOOCs. First of all, spending millions of dollars to host some of the most valuable content in the world for free is certainly noble, but it is an unsustainable business model. Secondly, we think that most folks have ignored a very crucial element in education :namely, that workforce preparedness has been grossly underinvested.
- Just as an example, a recent McKinsey survey has shown that 72% of education institutions think they are preparing their students for the workplace. Yet, when you ask the counterparty on the other side of the desk – employers – only 42% of them actually agree with that statement. A huge gap. So are higher ed MOOCs the solution to this? Does virtualizing the same content that got us here solve the problems we are seeing in the workplace?
- Then take a look once a university graduate enters the workforce. Very few get the continuing education they need to stay relevant. This reduces productivity, makes companies less competitive and leads to people less mobility because they are underprepared for the jobs they hold, and unqualified for other jobs. So we have two problems: one, students are coming out of college prepare for work, and once they’re at work, they aren’t being educated to perform. [next slide]
- To crystalize this, think about someone that probably sits right in the middle of your organization. Someone that graduated from a top MBA in the mid 1990s. Think of all the things that have changed in marketing since she left college. The entire Internet has come about since then. DISPLAY ADS ADWORDS GROWTH HACKING EMAIL MARKETING – MailChimp? Article on Emails happening SOCIAL MARKETING MOBILE CONTENT MARKETING VIRAL CAMPAIGNS All of these things occurred within the time she has been employed by her company. And most employers have not trained their employees to succeed in the workforce. And to tie this together, neither has any university. So the question then is where is the educational content going to come from. Sometimes it will be the university. There absolutely is a role here. But a lot of times it’s not.
- So this comes back to what a MOOC is in the corporation. What is a MOOC? We believe, that a MOOC as it relates to a corporation is much more than simply repurposing some online college courses. We need to think of a MOOC as both or either of a source of new content to train. And/or a technology platform to deliver proprietary content. So what does this mean. Inevitably, some of you on this call are saying to yourself, I have a MOOC I want to offer. Perhaps I’m Cisco and I want to teach my ecosystem of customers, resellers and IT consultants and I want to teach a massive audience based on the knowledge I hold in my institution. Then you’re really looking at a technology platform to build, host and deliver your online course. Others will say that I have learning/teaching needs for my teams that I don’t have access to yet. I have learning objectives that are not being met by the marketplace of corporate learning providers. Corporate MOOC providers then, for this audience, would be a new class of content providers.
- So we see folks coming to us for both of these desires, and you see use cases across the spectrum of an employee/channel partner/customer life cycle. I can do something to build funnel into my product. Give Esri example I can onboard new employees with proprietary content I can train my channel partners and customers (Brightpearl) We see leadership training programs getting digitized into global learning communities Continued workplace training using third party content (Pitney Bowes)
- Here’s how we think a MOOC should enable that. Challenging chart. But let me break it down. If you recall, we talked in the beginning about what a MOOC is. Is it technology? Or is it content? We believe it is either, depending on your point of view. And corporate MOOCs need to enable both. If you are looking for content that is more relevant to what your employees need to know, then you need an ecosystem that can keep pace with increasingly dynamic business and technology conditions. That can provide your employees education that can keep them relevant. Will that come from a university? Sometimes, but we believe that more of it will come from other sources, including publishers, corporations and independent subject matter experts. In this regard, MOOCs are a new source of more timely, relevant and higher quality corporate training content If you are trying to educate ecosystem on proprietary processes or products, then you are seeking a MOOC platform that will allow you to more efficiently educate in a scalable manner to large audiences. Then you are seeking a better platform to create and distribute your content.
- In this manner, corporate MOOC vendors are then providing an integrated solution – a platform to host your proprietary educational content and provide third party content – from a variety of sources – into your organization to support the full employee, channel partner and customer life cycle. Let me give you a few examples. - We have a leading software company making a MOOC. Their users are highly technical. Their software is used in undergraduate and graduate programs and getting students seeded and used to using their product increases adoption inside companies as they move into the workforce. This company is making a MOOC to education those potential future customers. In this way, they are using education as a marketing tool. [ come up with more examples ]
- ADD florist network number Replace flowers with little houses