Case Study: Mass Training on Telegram

Contents:

• Results and plans

Petr Toloknov, Head of the Training Department at Honor Russia, explained the choice of Telegram as a platform for the training system for two main reasons. Firstly, sales personnel need access to training content anytime and anywhere, which makes smartphones ideal devices for training. Popular instant messengers like Telegram greatly simplify this process. Secondly, Telegram offers extensive functionality that other instant messengers do not have. "Some users prefer to watch recorded videos, others participate in live webinars, some want to play educational games, and still others prefer to read. Using Telegram bots, you can provide the same information in different formats," noted Petr. This approach allows you to effectively adapt educational materials to the different preferences and needs of users, making learning more interactive and accessible.

In Russia, WhatsApp is indeed the most popular messenger, but it is not always the optimal choice for educational purposes. This is due to functionality limitations, such as the inability to create structured courses, insufficient support for multimedia formats, and limited opportunities for interaction between participants. Therefore, for effective learning, it is worth considering alternative platforms that offer a wider range of tools for organizing the learning process and interaction between students and teachers.

In Russia, users most often choose WhatsApp, but Telegram's functionality is significantly superior. Our research shows that approximately 80% of our target audience already have this app installed on their mobile devices. All they have to do is click the link and start using the LMS.

In 2019, the first version of the Telegram-based learning platform was developed. This version featured a Telegram bot with a hierarchical menu structure, providing users with convenient access to educational materials. The platform marked an important step in the use of instant messengers for online learning, opening up new opportunities for interaction between students and teachers.

The main challenge the team faced during the development process was the lack of similar solutions for project navigation. They had to develop the logic and test hypotheses themselves. Subsequently, unexpected complications arose due to the blocking of Telegram in Russia, which led many partners to refuse to use this messenger for training. Fortunately, the situation changed when Roskomnadzor lifted the block, allowing them to resume cooperation and use Telegram for educational purposes.

In 2020, Honor developed a current version of its LMS, which has become a key tool for training a large number of employees. This platform is called Honor Academy.

The learning management system (LMS) in Honor Academy is presented as an architecture consisting of various educational blocks. Each block functions as a separate bot with unique logic and mechanics. These bots are interconnected, ensuring efficient data exchange between them. Visually, the interface resembles a standard chat window in Telegram, but with expanded functionality for the educational process.

To begin training, an employee must Register by providing your information: first name, last name, city, partner company name, and store code. New participants must also consent to the processing of their personal data. This requirement serves to legally formalize the company's interactions with sales personnel and ensures the protection of employees' personal information. Registration is an important step for a successful start in training and allows for effective integration into the workflow.

Telegram is an open messenger, so it is impossible to completely prevent outsiders from registering with Honor Academy. However, the group does not contain classified information, which minimizes potential risks.

In Honor Academy, users can see several key blocks, each of which provides unique information and functions. These blocks are organized to facilitate navigation and improve the user experience. Each interface element is designed with users in mind, making it easy to find the information and resources they need. The intuitive structure and clear design of the blocks contribute to more effective training and interaction with the platform.

• Product. Contains text training materials for all Honor products.
• Videos. This section contains video reviews of Honor devices—direct links lead to YouTube videos.
• Webinars. This section provides a schedule of online events for the month ahead, in which employees of partner companies can participate.
• Challenges. This section includes interesting tasks for creativity (for example, creating your own video about an Honor product).
• Games. Game mechanics in a question-and-answer format.

Among the many games, the following stand out.

• "Who Wants to Be a Millionaire." The game is the same as the famous show of the same name. A question is asked, there are four possible answers, and three hints can be used.
• Smart Puzzle. The player must assemble the correct answers into a puzzle and run the test. Even one incorrect answer requires the player to start the game over.
• "Blitz Quiz." A series of multiple-choice questions are presented, and the player must answer them very quickly.
• "True or Fiction." A statement is given that needs to be confirmed or refuted.

There is also a "Telegram webinar", which is a mini-course. The bot sequentially presents information on a single topic in various formats: audio, images, videos, and text. The course concludes with a test. This format is ideal for those who want to gain new knowledge in a convenient and accessible format. For successfully completing games and other tasks during the training, users earn Honor Coins—the in-app currency of Honor Academy. Accumulated Honor Coins can be exchanged for souvenirs. For security purposes, the system is equipped with a mechanism that prevents unauthorized individuals from receiving gifts. This ensures the protection of personal data and makes the learning process more reliable and interesting for all participants.

Honor Coins are awarded for watching webinars. At the end of each webinar, a code is shown to earn virtual coins. This encourages participants to watch the event to the end. Users who win prizes in the Challenge receive a significant number of Honor Coins. Thus, participating in webinars not only enriches knowledge but also allows you to earn virtual coins, which increases interest in learning and active participation.

According to Petr Toloknov, gamification is an effective motivational tool. To receive the most accessible prize of 220 coins, the user must make a significant effort, completing all the games at least six times on various technical devices. This emphasizes the importance of user interaction and involvement in the process, which helps increase their interest and activity.

Results and Plans

Currently, 20% of partner company employees are undergoing training at the Honor Academy. Petr notes that although his plans for expanding his target audience are more ambitious, his team is still satisfied with the results achieved.

We're happy with 20% coverage, as the Pareto principle applies in our case. We initially focus on connecting with our leading stores, which account for 80% of our revenue. This allows us to efficiently allocate resources and achieve maximum results.

The sales training department is actively developing the Honor Academy audience. The team has implemented a referral program that allows employees to promote the platform among colleagues. Furthermore, information about Honor Academy is distributed through training centers and internal communications departments of partner companies, which helps attract new participants and increase interest in the training.

Honor Academy on Telegram is one of the ways in which partners train sales personnel. Honor continues to actively utilize its staff of trainers, who conduct training for partner company employees both online and offline. During these sessions, trainers recommend that participants additionally connect to Honor Academy. This approach effectively complements the main courses and promotes deeper assimilation of the materials.

Reading is an important aspect of personal and professional development. It helps develop critical thinking, broaden horizons, and improve communication skills. Books, articles, and blogs provide an opportunity to learn new things and deepen your knowledge in various fields. Furthermore, regular reading helps improve memory and concentration. In today's rapidly changing world, reading is even more important. It helps you stay up-to-date on the latest trends and news. It's important to choose quality sources of information to obtain reliable data and analyze it. Develop a daily reading habit, and you'll notice positive changes in your life and career. Read also:

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