Dropouts? How to Increase Online Course Completions with Open Badges
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The document discusses how IBM utilizes open badges to increase online course completions and engagement. Key strategies include marketing badge benefits, rewarding progression, and connecting learners with job opportunities, resulting in significant improvements in certification pass rates and product trials. The implementation of a structured badge program enhances employability and motivates learners by providing recognized digital credentials.
Dropouts? How to Increase Online Course Completions with Open Badges
- 1. Dropouts? How to Increase Online Course Completions with Open Badges David Leaser Jim Daniels @dleaser / @danielsje IBM Case Study David Leaser Jim Daniels
- 2. THE IBM OPEN BADGE STORY
- 4. ATTRACTING NEW TALENT: WHAT SHOULD WE DO? CAN WE INCREASE ATTENDANCE BY 10% AND COMPLETIONS BY 25%?
- 5. Digital emblem which symbolizes skills and achievements SHARE Contains metadata with skills tags and accomplishments Easy to share in social media: LinkedIn, Twitter, FB, blogs Tethered to badge issuer to validate and verify achievement Provides a progression path to advance commitment Analytics provide insight into how a program is performing OPEN BADGES: VERIFIED WITH METADATA @dleaser / @danielsje
- 7. THE RESULTS FOR IBM HAVE BEEN SUBSTANTIAL @dleaser / @danielsje
- 8. 87% say they are now more engaged with IBM 57% increase in certification pass rates 64% increase in product trial downloads 92% say badges are valuable to verify job skills Engagement Certifications Product Trials Employability NOTE: LinkedIn profiles with certifications and badges receive 6x profile views. RESULTS: WAY BEYOND TRAINING INCENTIVES @dleaser / @danielsje
- 9. 2.5 million potential views for every 10,000 badges SOCIAL MEDIA IMPRESSIONS ARE SUBSTANTIAL @dleaser / @danielsje
- 10. WHY DOES ONLINE LEARNING FAIL?
- 11. No marketable benefit toward employability Anonymity or lack of shame No penalty or consequence No interaction or late engagement No symbol of achievement “Finishing a course is like giving yourself a pat on the back.” FIVE REASONS WHY ONLINE COURSES FAIL @dleaser / @danielsje
- 12. ENOUGH KNOWLEDGE AND LEARNING ARE NOT @dleaser / @danielsje
- 13. Online course participants expect you to provide two benefits or they will drop out: Achieve Status Signal employability @dleaser / @danielsje
- 14. EIGHT STRATEGIES TO MAKE ONLINE LEARNINGBETTER WITH OPEN BADGES
- 15. MARKET THE BENEFITS OF YOUR BADGES “ ” USE STRONG MESSAGING USE SOCIAL PROOF SHOW CASE STUDIES I LOVE THIS! 1 @dleaser / @danielsje
- 16. v Scarcity v Free / no risk v Easy v Why you should care v Benefits * You should A/B test your letters! WRITE COMPELLING BENEFITS-DRIVEN LETTERS @dleaser / @danielsje
- 17. 2 EVERY HOUR! SHOW MILESTONES USE MENTAL TRICKS REWARD PROGRESSION @dleaser / @danielsje
- 18. SHARE Provide a progression path to advance commitment BUILD PROGRESSION RIGHT INTO THE BADGE @dleaser / @danielsje
- 19. 3 PARTICIPATE IN FORUMS MENTOR OTHERS PROVIDE LEADERSHIP REWARD ACTIVE LEARNING AND ENGAGEMENT @dleaser / @danielsje
- 20. Will you capture interests in addition to knowledge and skills? BEYOND KNOWLEDGE: WHAT SHOULD YOU RECOGNIZE? Knowledge Skills Portfolio Assessment Award Presenter Participant Volunteer Advocate Member Leader Credential @dleaser / @danielsje
- 21. Knowledge Skills Proficiency Certified General Badges are how we will measure resume-worthy skills in the market LIMIT YOUR BADGE CLASSES: IBM HAS ONLY FIVE @dleaser / @danielsje
- 22. 4 LEADER BOARDS TWITTER FEEDS BUILD SOCIAL PROOF INTO YOUR PROGRAM @dleaser / @danielsje
- 23. Anyone who has been in sales knows this! LEADERBOARDS WORK! @dleaser / @danielsje
- 25. 5 ONLINE CHALLENGES INVENTIONS PORTFOLIOS DEMONSTRATE REAL MARKETABLE CAPABILITIES @dleaser / @danielsje
- 27. PORTFOLIUM FOR ONLINE PORTFOLIOS
- 28. SHARE 6 CONNECT USERS WITH REAL OPPORTUNITIES @dleaser / @danielsje
- 29. LEARNING INSTITUTIONS INDUSTRY LEADERS 7 CO-BRAND WITH MARKET LEADERS TO ADD VALUE @dleaser / @danielsje
- 30. • Javascript • Swift • Watson • Javascript • Swift • Watson • Javascript • Swift • Watson 8 CREATE A STANDARD SKILLS TAXONOMY Content Delivery Credentials Job Postings You will need common skills tags to match these! • Javascript • Swift • Watson @dleaser / @danielsje
- 31. 1. Market the benefits • Strong messaging • Social proof • Case studies 2. Reward progression • Badge hourly • Create milestone visuals • Use mental tricks 3. Reward engagement • Participate in forums • Mentor others • Show leadership 4. Use Social Proof • Leaderboards • Twitter feeds EIGHT WAYS TO MAKE MOOCS BETTER WITH BADGES 5. Demonstrate marketable skills • Online challenges • Inventions • Portfolios 6. Connect users with opportunities • Job postings • Internal opportunities 7. Co-brand with market leaders • Learning institutions • Market-leading organizations 8. Create a standard skills taxonomy • Content > Delivery > Credentials > Job Listings “ ”I LOVE THIS! @dleaser / @danielsje
- 32. Developing a High Impact Digital Credential Program with Open Badges @dleaser / @danielsje
- 33. 1 START WITH WHY Badge value for three essential stakeholders! BADGE EARNER ü Receive Instant recognition for achievements ü Evidence-based credential ü Shareable skills currency to build personal brand and unlock opportunities BADGE ISSUER ü Differentiate and promote your organization ü Increase / verify talent pool ü Promote continuous engagement, progression and advocacy BADGE CONSUMER ü Validate expertise of resources ü Trusted credential for recruiting and hiring ü Employee performance tool for upline mgmt ü Peer Awareness @dleaser / @danielsje
- 34. Make sure your badge strategy aligns to business strategy and objectives Provide ongoing visibility to executives on successful badge program outcomes OBTAIN AND MAINTAIN EXECUTIVE BUY-IN2 @dleaser / @danielsje
- 35. BUILD AN OPERATIONAL FRAMEWORK3 Program scope and objectives 1 2 3 4 6 7 8 9 10 11 13 1511
- 36. CHOOSE YOUR BADGING PLATFORM WISELY4 ü Purpose-built, scalable platform ü Valuable badge earner profile features ü Secure ü Robust admin capabilities ü Intuitive template development tools ü Detailed analytics and reporting ü Simple and easy for all users ü APIs for LMS integration ü Mobile device ready ü Cost effective @dleaser / @danielsje
- 37. ESTABLISH MEASURES OF SUCCESS5 170 / 144 Countries 850 / 225 Badged activities 205K / 134K Badge earners 315K / 168K Badges issued 79% / 85% Claim rate 60.5M / 38.5M Social Media Impressions Overall Program / IBMer Only Jan 01, 2016 through 1Q2017 @dleaser / @danielsje
- 38. CREATE A THOUGHTFUL BADGE DESIGN6 Base Badge Emblem Personalized Badge Emblem Knowledge Skills Proficiency General Upper band text can be personalized IBM logo must be used Icon/logo provided by badge issuer org Inside text may be added Stars depicting levels may be used Lower band can be personalized Standard colors for different badge types Certification @dleaser / @danielsje
- 39. START BY BADGING WHAT YOU HAVE7 @dleaser / @danielsje
- 40. START BY BADGING WHAT YOU HAVE7 @dleaser / @danielsje
- 41. START BY BADGING WHAT YOU HAVE7 FORMAL CERTIFICATION @dleaser / @danielsje
- 42. LEARNING PATH PROGRESSION Able to organize and coach teams in the practice of IBM Design Thinking. Has acquired knowledge of applying IBM Design Thinking in their job and on their projects Able to lead organizations as they adapt and apply IBM Design Thinking Is well recognized for their authority and demonstrated mastery of IBM Design Thinking. START BY BADGING WHAT YOU HAVE7 @dleaser / @danielsje
- 43. MEMBERSHIP ・ ENGAGEMENT ・ AWARD START BY BADGING WHAT YOU HAVE7 @dleaser / @danielsje
- 44. Membership Award Engagement START BY BADGING WHAT YOU HAVE7 @dleaser / @danielsje
- 45. START BY BADGING WHAT YOU HAVE7 ACADEMIC INTERNSHIP @dleaser / @danielsje
- 46. EDUCATE, COMMUNICATE, PROMOTE8 @dleaser / @danielsje
- 47. EDUCATE, COMMUNICATE, PROMOTE8 @dleaser / @danielsje
- 48. v Uniqueness v Free / no risk v Easy v Benefits * Consider A/B testing your letters! v Why you should care EDUCATE, COMMUNICATE, PROMOTE8
- 49. EDUCATE, COMMUNICATE, PROMOTE8 LANDING PAGES @dleaser / @danielsje
- 50. TIMELY ISSUING OF BADGES9 Where’s my badge? Set clear expectations1 Issue badges in real-time when possible2 Use API capabilities to streamline issuing3 Send reminders to drive badge acceptance4 Use caution when issuing retroactive badges5 @dleaser / @danielsje
- 51. IMPROVEMENT OPPORTUNITIES10 q Consider using a program design partner q Survey to find out what works and what doesn’t You Like? @dleaser / @danielsje
- 52. YOUR 10 STEP PLAN 1. Start with why • Drivers • Stakeholders 2. Executive buy-in • Strategic alignment • Outcome visibility 3. Operational framework • Critical • Start with a pilot? 4. Badging Platform • Simple, easy, scalable • Trusted 5. Measures of success • Engagement • Progress toward objectives 6. Badge design • Simple and flexible • Memorable 7. Badge what you have • Training completion • Certification and accreditation 8. Educate, Communicate, Promote • Tailor to each stakeholder • Expectations are essential 9. Timely issuing of badges • Improved badge acceptance rates • Improved ongoing engagement 10. Monitor, Evaluate, Adjust • Badging is evolving • Be prepared for change 10 STEPS TO A HIGH-IMPACT BADGE PROGRAM @dleaser / @danielsje
- 53. THE PAYOFF5 I was having a tough time finding a job because my computer skills were considered 'out of date' and the IBM badges were the perfect way to show employers that I could easily get back up to speed and learn new skills. After sharing her badge to LinkedIn, Twitter and to her online portfolio, Coletta received a job offer after an employer verified her badges. @dleaser / @danielsje https://www.youtube.com/watch?v=HCTUXB-Rg38
- 54. • Presenter: Jim Daniels • Website: ibm.biz/badging • Twitter: @danielsje • LinkedIn: linkedin.com/in/danielsje • IBM: danielsj@us.ibm.com Thank you! • Presenter: David Leaser • Website: ibm.com/badging • Twitter: @dleaser • LinkedIn: www.linkedin.com/in/davidleaser • IBM: david_leaser@us.ibm.com
- 55. ibm.com/badging