By applying Malcolm Knowles’ Adult Learning Theory and intentionally mapping the platform’s features to specific learning outcomes—organizations can replace the passive consumption of information with a high-impact, measurable knowledge transfer. This strategic shift turns every webinar into a structured experience that can solve real problems and deliver better & quantifiable results.
Key Takeaways
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What is the difference between an event and a learning program?
According to Karyn Gleeson, Online Events Production Manager at The Learning Guild, the distinction lies in the end goal. An events model is often discrete—a sales presentation or a product launch where the primary metric is attendance or conversion. While valuable for marketing, these sessions often lack an instructional design framework.
In contrast, a learning program model is built with the “end in mind.” It is a structured sequence of sessions designed to move a learner from a state of not knowing to a state of mastery. As Gleeson explains, “You have your learning metrics in place. You have your learning goals in place. You know exactly where you want your learner to wind up at.”
Why does adult learning theory matter for your webinars?
Virtual events often fail because they treat adult learners like passive students. To ensure your content sticks, you must design for adult-specific needs. Karyn Gleeson highlights the seminal work of Malcolm Knowles, noting that adults learn best when they are self-directed and problem-centered.
“Adults have a need to know: ‘Why do I need to know this?'” says Gleeson. “You’re all in this room because you have a need to know something about events and something about outcomes.”
To engage your audience, you must:
1. Activate Prior Knowledge
Connect new concepts to what the audience already understands.
2. Provide Context
Use stories like the “ice cream machine” analogy to explain why a skill is necessary.
3. Foster Intrinsic Motivation
Focus on the internal satisfaction of learning rather than just external rewards.
How do you build a data-backed learning framework?
If you want to turn virtual experiences into outcomes then you must bridge the gap between learning theory and platform capabilities. Karyn Gleeson suggests a four-layer framework to architect your events:
1. Learning Principle
Start with theory, such as Knowles’ Adult Learning Theory or established online learning practices.
2. Design Standard
Define the “why” and the specific learning outcome.
3. Platform Feature
Choose the specific tool (e.g., an opening poll, a small room share, or a chat prompt) that facilitates the learning.
4. Data Signal
Track the outcome. If your goal is to increase engagement, does your chat activity increase after implementing a small-group activity?
“When you have events, sometimes just getting the attendance and saying, ‘Hey, it went great. People were engaged,’ is not quantifiable,” notes Gleeson. “This is a way to quantify what people are already doing within the platform.”
Managing the “Animal Farm” of creative teams
During the session, audience member Eric Reynolds noted the common struggle of balancing creative freedom with structured event design. Managing artists and designers can lead to “stepping on toes” when trying to maintain a cohesive program.
Karyn Gleeson’s advice is to shift from a system-based struggle to a project management solution.
“Have you considered creating templates that give creative flexibility in the event design? There are guide rails, for lack of a better word, but they can push against those guide rails.”
By implementing these templates, organizers can maintain the “Disneyland” quality of their events while ensuring that every element serves the underlying learning outcome rather than just being a “bell or whistle.”
Bottom line
The gap between running events and designing learning experiences is costing organizations in time, budget, and audience trust. By shifting your focus toward instructional design principles—activating prior knowledge as well as creating self-directed, problem-centered content—you can transform your webinars into high-impact learning programs.
Start small by iterating on a single micro-learning module, track your data, and then refine your approach to ensure that every event moves the needle.
For more resources on how to elevate your virtual event strategy and how to leverage platform-specific features to drive results, explore the tools & insights available at Airmeet.
