This post is by Marci D. Thompson, Associate Director, Online Education, APIC. APIC is a professional association for infection preventionists (IPs) with more than 14,000 members. Their mission is to create a safer world through the prevention of infection. Most APIC members are nurses, physicians, public health professionals, epidemiologists, or medical technologists.

Thanks, Marci, for sharing your experience!

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Face-to-face events remain the preferred method of learning for many. But, when it comes to convenience and cost savings, nothing compares to online events. In 2008, APIC embarked on a journey as the Pied Piper of learning and discovered enormous opportunities as well as plenty of unexpected challenges. Like many organizations impacted by the economic downturn, APIC put a stake in the ground and decided it was time to embrace the sign of the times and grow its education business through online activities.

Budget cuts across the healthcare spectrum triggered fewer people in seats at our offerings and organically ushered APIC into providing webinars to meet the diverse clinical learning needs of our members and the broader infection prevention community. We launched our webinar program: free to APIC members and $149 for non-members. We did this by enlisting sponsors. Our sponsors would underwrite the cost of the program, while enjoying the branding, promotional, and lead-generation benefits without having to craft the content. Sponsorship may be exclusive, or may be shared with up to two other sponsors. The unintended benefit was soaring growth in APIC’s membership. No longer were we solely connecting with our members four to five times per year at face-to-face events, we were now able to reach our global community at their convenience.

Offering webinars proved to be the perfect bridge between our members and online learning. In 2008, we started with 20 programs and today we have over 100 webinars in our library. We have discovered that what matters most in education are the presenters. Our instructors range from experts in the field to emerging leaders in infection prevention. Our speaker training strategy is simple, we offer tools and resources that will assist them in creating learning experiences that connect, inspire and engage the audience. A few ways to ensure learning with online events include:

• Minimize complexity
• Use structure and hierarchy
• Hooks and stories (this is how people learned before written communication)
• Keep it real
• Don’t use fabricated stories- use real stories that hit people in the gut and touch them emotionally
• Teach not tell
• Instead of giving all the answers, ask the right questions to get learners thinking
• Make it challenging
• Keep it visual
• 80% of Americans are visual learners, they will learn more from a picture than text, even when both appear simultaneously.

APIC’s webinar program has ultimately served as the gateway to creating and offering content online in various formats. In addition to webinars, we developed six self-paced, interactive courses. No journey is without peaks and valleys, and APIC is no exception. In 2010, after a demand for more “soft” skills, APIC decided to try a new financial model. We continued offering clinical programs for free to members and charged a minimal fee ($25) for the professional development webinars. Our members did not welcome the idea of paying for webinars and the series was poorly attended and unsuccessful. We have since moved on from that valley and continue to offer just- in- time learning on hot topics. Our average webinar and course enrollment has increased by 25% over that last year and since 2008 we have educated nearly 15,000 learners with our online education. Since 2009, revenue for APIC’s online courses increased by 78% and continues to grow with more awareness and accessibility.

We want people to say “this was the best online program ever” and our goal for 2012 is to continue offering engaging online experiences that stretch our learners capacity and teaches something new. We endeavor to remain the credible and reliable source for infection prevention education through online offerings.

Webinars gained popularity in the early 1990s when their primary purpose was to provide access to subject matter experts, hear a lecture, and have opportunities to ask questions. However, with such rapid progression in social media and collaborative learning, the webinar curriculum is in transition. Some essential modifications to accommodate the changes in 2012 include:

The Implementation of Social Learning. Social Learning has been one of the most influential trends in online education over the past few years. Knowledge is more often being shared among peers; thus, there is a shift in roles. The initiatives of the webinar planners become the responsibility of the participants. This results in what we call a collaborative approach to learning. Paralleling this trend is needed to support the increased desire for a more active learning experience. The outcome is a shift in the webinar model from the “podium” type of presentation to one that focuses on collaboration.

A Movement Towards Openness. It is estimated that roughly 90% of webinar hosts still prefer to keep the chat area accessible only to presenters. This is a trend that will be changing in 2012. The balance between control and openness is shifting, and there is now more of an expectation for participant dialogue and an increase in contribution. The result is the creation of a back channel process to invigorate the presentation.

A Blended Learning Approach. More organizations will be incorporating webinars into a course structure that includes community driven content, idea sharing, and pre and post session work. These programs can potentially span the course of many weeks. In this format, the webinar can be used to introduce new learning components or topics, summarize ideas, or provide the opportunity for connecting with subject matter experts.

Webinar Structure. In addition to opening up lines of communication, webinar planners will begin to insert set times for interaction that will include purposeful chat sessions that ask participants for their experiences or ideas. To support this structure, a second webinar host will need to be responsible for incorporating audience contributions into the presentation. This format keeps participants engaged throughout the entire session.

Alternative Business Model. More organizations will be using webinars as a component to a more significant fee-based learning program, such as, a virtual course. There is an increase in sponsorship where members may watch at no charge. Sponsors will typically receive about five minutes to speak in addition to branding and promotional opportunities.

In 2012, there will be significant changes in the use and design of webinar programs. An increase in program attendance is expected as organizations learn how to apply new tactics for planning and delivery. There is always a learning curve in understanding a new medium and discovering its full potential; however, we are confident the changes outlined above will positively impact the webinar experience for all participants.

1. What trends are you seeing in live online education?

It's becoming essential that online learning opportunities, like face-to-face opportunities, include audience interaction. Yet I still see mostly lecture-driven presentations in which the only interaction is scheduled question-and-answer breaks. What's important is what participants take from the program and how well they are able to apply it later; engagement enables that application. Mel Silberman, an educator and active learning "guru," once said "It's not what you give them; it's what they take away that counts." Speakers need to realize it's not about them or their content; it's about their serving as a "guide on the side" to enable participant learning regardless of the setting.

2. What are effective ways to build engagement through live, online educational experiences?

Participants in online programs are increasingly less willing to passively listen. Session leaders need to engage their audiences by understanding and using the selected platform's collaboration tools. Engagement strategies include:

• At the beginning, set the tone for engagement by encouraging people to share their ideas and experiences; give them opportunities to do so throughout the program.
• Put a map onscreen, and ask participants to indicate where they are located.
• Use the chat component for two-way dialogue so participants can discuss the content and share effective practices. Skilled facilitators structure their sessions to include thought-provoking questions; chat enables sharing of responses. Afterward, the chat dialogue can be provided to all participants as a dynamic post-event record of the conversation.
• Use the whiteboard; pose questions and invite participants to respond by typing key words on the whiteboard. If longer responses are warranted and time allows, add the phone line or chat space to the discussion.
• Present a pre-recorded video or case study and then facilitate a related discussion. Consider having a panel of two or three people with different views to enhance the conversation.
• Consider a role-playing activity; in the right environment, role-play can give participants opportunity to practice what they're learning.
• Consider how social media might be incorporated, particularly when offering a hybrid event with both onsite and online audiences.
• Create opportunities for engagement before and after an event. For example, give participants a thought-provoking question to consider ahead of time, or an article to read that provides background information or a point of view. Afterwards, offer participants a virtual space for additional exploration of the topic.

3. How do you apply instructional design principles to a live online learning session?

First, identify clear learning objectives that articulate what participants will know or be able to do as a result of the session. Then, consider what content and engagement activities will support their achievement. The online platform may dictate what's possible; however, active engagement with the content is critical for learner success. Some of today's online platforms are ideally suited to encouraging and supporting that engagement.

4. How about the case where the content is more structured such as scientific, legal or medical information?

Any content can be made more dynamic by planning ahead to incorporate learner engagement. For example, a concept or case could be presented, and the audience given the opportunity to comment about how it might apply in their work.

5. How do you deal with subject matter experts who don't make time or are not willing to work with you to make their presentations more engaging?

Establish the expectation that part of leading learning – onsite or online – is actively engaging the audience. Consider asking speakers to sign a letter of agreement outlining what they will do, and what the host organization will do, to ensure that learning objectives are achieved and audience needs are met.

6. Can you provide some final quick tips for webinar presenters?

• Learn how to use the technology and use it to create engagement strategies.
• Plan ahead: a strong opening; engagement opportunities; examples or stories that illustrate the content; thoughtful questions to ask participants; a strong closing that helps ensure participants take value from the session.
• Keep slides simple. Include movement – e.g. simple text animations and annotation tools – to help maintain interest.
• "Shift gears" every four to five minutes to help keep participants focused on the content. For example, after a brief content piece, ask a question, refer to your handout, or conduct a brief activity.
• Help learners discover their shared responsibility for achieving the learning objectives.
• Always keep learners top-of-mind; what will make the session most effective for them?

Those of us born between 1980 to 1995 are commonly referred to as Generation-Y.  To be honest, I think the name N-Gen (Net Generation) is more befitting.  We are certainly addicted to the internet; we grew up with it, so it comes naturally to us.  As we begin to invade the workforce, there is a noticeable shift towards a more open style of communication as well as an increase in the usage of social media.  Whether our predecessors (or even us!) like it or not, this method of communication is no longer a trend, but a solid means of interaction.

Quick Facts:

• Generation-Y spends at least three hours online each day (this doesn't include time on our smartphones...yikes)
• We are extremely adaptable. The progressions in technology throughout our lifetime have been so rapid that we are accustomed to adjusting our methods of communication based on these trends.
• We use social media to communicate...I don't mean quick messages here and there; rather, we create and establish relationships with these tools. In turn, these tools change the way we communicate by normalizing methods of communication based on available technology.
• The line between personal and business is becoming less defined.  It makes more sense (for us) to develop authentic / less-formal relationships with colleagues and business affiliates.
• Largely in part to the internet, our way of learning is radically different than our parents.  We can find virtually anything online, so we’re accustomed to having an unlimited supply of information readily available at the click of a mouse.  As a result, our brains have been trained to multi-task and cross-process this information rapidly via virtual tools, leaving us with the expectation of instant gratification when obtaining information.

Given these characteristics, there are implications for creating professional development programs to keep us engaged.  To start, many great ideas come from the community we are involved in, not simply selected thought leaders. Moving from a lecture format to a collaborative experience will energize the learning process and empower us to share and participate to a greater degree.  Webinars are a prime example of a missed opportunity. We are in the 6th / 7th generation and still they have not evolved in their format and focus.

At CommPartners, we recognize the unique challenge this presents.  We understand that associations are driven by member-centric principles and that the distribution of information is paramount. However, we want to ensure our method of delivering information coincides with the collaborative structure of the community. Therefore, our solutions are catered to accommodate the growing needs of Generation Y by:

Establishing a Strong Knowledge Community. This virtual page not only hosts a
multitude of content, but promotes end-user engagement.  It provides your members with 24/7 access to resources, late-breaking updates, and allows for collaboration.  Let your members take the “reigns” to initiate interaction focused on topics important to them.  This should be the hub for all educational information.

Offering Mobile E-Blasts and Web Events. Why send e-blasts or create virtual courses that don’t support all viewing platforms.  Keep in mind that computers are just one way of accessing this content.  Most business-oriented individuals have smart phones that are just as capable and more accessible than laptops / desktops.

Updating the Webinar Structure. A successful webinar is a joint venture that requires the commitment and attention of speaker(s) and audience.  Quite frankly, participants are tired of merely sitting at their computer and viewing PowerPoint slides accompanied by a mundane speech.  Interaction is key!  Incorporate polls, encourage audience input (via phone and / or text chat), use multimedia, and embed social media tools.  I highly recommend creating a discussion board that is accessible to participants before, during, and after the event.

Creating Self-Paced Learning Modules. Sometimes live-learning doesn’t always make sense.  Understand that individuals are unique, so is their preferred learning style.   Consider self-paced courses that incorporate games, require responses, and demand end-user participation.  This engagement will keep participants focused, motivated, and interested in self-paced, virtual education.

The ability to adapt to this new generation and create innovative technology that caters to the way they receive information is now an essential entity.  The more we understand the mentality behind the way Generation Y communicates, the better we can prepare for the future of our industry.

In what ways are you and your organization making adjustments as a direct result of the learning style of Generation Y?

I recently read a post on Midcourse Corrections Blog authored by Jeff Hurt titled Virtual Event Strategies for 2011. A particular quote caught my attention. In making a case that pure virtual events still have limited value, Jeff stated “Most webinars stink. I can count the good ones I’ve experienced on one hand”.

Given our business is producing online events, it got me thinking, are the webinars we are producing today similar to the ones we produced years ago? What changes are there? What have we learned? I came to the conclusion that they are similar with the exception of the tools being more advanced and people have a bit more experience doing them. Many people would agree with Jeff that the format leaves a bit to be desired. So this begs the question, how can we make the webinar a more valuable educational option? How can we bridge the distance more effectively? If we are asking attendees to participate in a real time session, shouldn’t they have ample opportunity to engage each other so ideas are generated through peer discussion?

This year holds the promise of dramatic changes in the way webinars are planned and executed. Adaptation of social media is influencing organizations to be more open and transparent. I believe this will be extended to real time, online knowledge sharing opportunities.

In speaking to our Event Production Team this week, they told me 90 % of clients do not open their Q & A or chat areas for attendees so they can view each other’s comments. Most remain comfortable with a lecture format and have little interaction.  The thought keeps coming into my head: why can’t these sessions be more like on-site learning labs where the greatest value in many cases is generated through engaging discussion? So I came up with some thoughts on how to make webinars more rewarding learning experiences:

1. Stimulate interest with a pre webinar blog post asking for opinions and questions leading up to the event. By building community around your content before the session, attendees will have more familiarity with the group and have a greater expectation that this will be a collaborative opportunity and be more likely to participate.
2. Include periods of interaction in your presentation asking attendees to share their thoughts about a particular scenario or experience. Draw those thoughts into your presentation. I will often include a question under the title of a “Chat Slide” to indicate it’s time for the attendees to share their opinions. I open up the dialogue to everyone so attendees can see comments and respond.  I will often have several chat slides in the presentation. It is important to direct support questions elsewhere so they do not take away from the discussion.  I find attendees enjoy responding to each other and sharing idea and experiences.
3. Have a co-host provide commentary and pull in contributions. While you are presenting, he or she can integrate audience comments to make the program more interactive. Having multiple voices often creates energy and takes the pressure off of the presenter. Presenting to an empty room is not a natural way to connect with an audience. Having a co presenter that responds can create a more comfortable session flow.
4. Consider breakout groups similar to on-site learning labs. Have time reserved for attendees to meet in smaller numbers and then reconvene asking for each group to make a presentation. Several webinar platforms now support this feature.
5. Create a multi session program that includes self paced exercises and opportunities for interaction between webinars. Have an enrolment that limits the number of participants to ensure ample opportunity for everyone to feel comfortable and have a sense of community and engagement around course content.
6. Create a community of webinar participants. Provide unique benefits to this group. Have them get to know each other so they look forward to participating in a collegial way. Familiarity supports a willingness to collaborate with colleagues in real time.

If we agree that the learning pendulum is shifting from the podium to the community, the time may be right to try new tactics for your webinars that can create more dynamic knowledge sharing opportunities.