online educa berlin 2010
DESCRIPTION
Student and Employee Engagement presentation given on the last day of the large Educa Berlin conference on the 3 December 2010TRANSCRIPT
Dom Graveson & Richard Sedley
Key words: education, customer engagement, memory, credibility, marketing,
persuasion, teaching, motivation, web2.0, cscape, educa
Employee and Student Engagement Strategies
Richard Sedley
Dom Graveson
Customer Engagement
Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand (product or service)
An engaged relationship is probably your only guarantee ! for your organisations’ ! objectives!
Stuff we know
01 Kairos
Timing is everything!
• when you are in a good mood
• when your world view no longer makes sense
• when you can take action immediately
• when you feel indebted because of a favour
• immediately after you have made a mistake
• immediately after you have denied a request
Persuasion windows open…
Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
02 Storytelling
The only persuasion ! strategy to which ! there is no defense!
Copyright: Steve Double - www.double-whammy.com
The first, the last, the best and the rarest?
Make them feel proud
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises how to overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes his or her desired goals
Elements of a good story
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman
Chelsea LeBlanc LSA computer science major Plymouth College of Education
“ …I’ve never had another professor use storytelling in class. I’ve also never had the core lessons and material of a course stick with me as strongly as they did in that course..
”
03 Reciprocity Giving means get
ting!
Form Whitepaper
Whitepaper Form
A B
Conversion rate = 84% Conversion rate = 72%
44% completion accuracy
91% completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
Reciprocity
Stuff we think is important
04 Attention
Our biggest challenge!
05 Relativity
How we understand ! value!
Incentives and reciprocity
68%
32%
84%
16%
0%
William-Sonoma £275 1988
Stuff on our minds
06 Error / correction
Can mistakes motivate?!
07 Memory
Semantic or episodic?!
Satis
fact
ion
Peak-end rule
Time
PEAK
END
In a month see what you remember from this talk!
08 Play
Are Game Mechanics
useful?!
Flow
Satis
fact
ion
Flow
Skill level
Arousal
Flow
A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi
low high
low
hi
gh
Boredom
Relaxation Apathy
Worry Control
Anxiety
The guy’s name !
is pronounced!
Me-high!Chick-sen
t-me-high!
Variable reinforcement
Enga
gem
ent
Variable reinforcement
Time
Variable intervals Variable rewards
Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.
short long
low
hi
gh
Fixed interval
Regular reward If you knew !the outcome would you play?!
Learning and development is central to our business ambitions. Starting this month all staff are encouraged to undertake 10 hours extra learning in 2010. An hour a month – what have you got to learn?
eLearning spinner
Take a chance – what have you got to learn?
Learn something new in 20 mins
Learn something new in 40 mins
Learn something new in 60 mins
Don’t leave it to chance. Choose a learning module by subject Subject Module 1 (20 mins) Module 2 (40 mins) Module 3 (20 mins)
James P Carse Finite and Infinite Games: A Vision of Life as Play and Possibility (Page 4, Chapter 2.)
This book is brill!
“ …whoever plays, plays freely. Whoever must play, cannot play. ”
A B
Fun ≠ motivation So what does motivate? !
Challenge!Fear! Obligation! Responsibility! Duty! Commitment! Discovery! Desire…!
5th Annual Online Customer Engagement Report
If you’d like a
copy when we
publish please gi
ve
us your address!