pcma 2015 presentation - learning by design
TRANSCRIPT
Learner Outcomes
• Identify the specific attendee types (personas) for your events
• Design learning around the personas’ needs
• Highlight new educational models to serve a variety of learning
styles
@melindakendall @insightschick #pcmaCL
A pattern of behaviors that helps
you understand yourself and others
When you know the personas,
the world becomes easier to navigate
Why Should I Care?
What’s a Persona?
LEAVING
A MARK
NO MAN
AN ISLAND
YEARNING
FOR PARADISE
PROVIDING
STRUCTURE
The
Explorer
The
Innocent
The
Sage
The
Ruler
The
Creator The
Care
Giver
The
Jester
The
Lover
The
Regular
Guy
The
Hero The
Outlaw
The
Magician
Classical Archetype Personas
Which classical archetype persona are YOU?
Leaving A Mark
The Hero
The Outlaw
The Magician
The Jester
The Lover
Regular Guy/Gal
No Man an Island Providing Structure
The Ruler
The Creator
Care Giver
Yearning for Paradise
The Explorer
The Innocent
The Sage
DESIRE TO
LEAVE A MARK
FOCUS IS
ELSEWHERE
PROVIDING
STRUCTURE
Reluctant
Attendee
Vacation
Focused
Phantom
Exhibitor
Academic Regular
Guy/Gal Protégé
Trend Setting Leader
Up &
Comer
Mentor
Attendee Personas
Which attendee persona are YOU?
Desire to Leave a Mark
Up and Comer
Trend- Setting Leader
Mentor
Providing Structure
Protégé
Regular Guy/Gal
Academic
Focus is Elsewhere
Vacation Focused
Phantom Exhibitor
Reluctant Attendee
Attendee Personas
DESIRE TO LEAVE A MARK
No-nonsense
leader
interested in the
latest trends
Growth-oriented
leader who gains
inspiration from
events
Empathetic leader
who enjoys
mentoring
colleagues
Trend Setting Leader
Up &
Comer Mentor
No-nonsense
leader
interested in the
latest trends
The Trend Setting Leader
Network, meet experts
Less interest in conference education
Learning Preferences
Exclusive events (golf, whiskey tasting)
Visionary speaker
Share ideas with other senior leaders
Intimate settings
Shortcut Ideas
Trend Setting Leader
DESIRE TO LEAVE A MARK
Trend-Setting Leaders networking at their level Trend
Setting Leader
The Up & Comer
Learning Preferences
Shortcut Ideas Growth-oriented
leader who gains
inspiration from
events
Up &
Comer
Hungry to do it all, very passionate
Loves everything about conferences!
Inspire her
Let her inspire others
DESIRE TO LEAVE A MARK
Example 1: Networking-Heavy Environments
SHRM sr mgr lounge?
SHRM Hive?
GlobalShop Attendee Networking
Up & Comers connecting with career leaders Up &
Comer
Interviews provide big trends and inspiration Up &
Comer
Trend Setting Leader
The Mentor
Learning Preferences
Shortcut Ideas Empathetic leader
who enjoys
mentoring
colleagues
Mentor
Strong sense of community
Wants to network, share with others
Appeal to her sense of community
in discussions
DESIRE TO LEAVE A MARK
Group Workshop Mentor
Attendee Personas
PROVIDING STRUCTURE
Academic Regular
Guy/Gal Protégé
Contributor
looking to learn
and advance, but
not to lead
Hard worker who
wants to improve
their job
performance
Academic
representative,
often politically
involved
The Protégé
Learning Preferences
Shortcut Ideas
PROVIDING STRUCTURE
Protégé
Contributor
looking to learn
and advance, but
not to lead
Wants education, to learn about trends
Appreciates a mentor
Mentor programs
Traditional conference sessions
Pure learning opportunities
Example 3: Protégés and Mentors Connecting
ASM Student Lounge?
IFT SPA for teachers/students
Mentors advising students in a structured setting Mentor Protégé
Protégés and Mentors connecting in their specialty Mentor Protégé
The Regular Guy or Gal
Learning Preferences
Shortcut Ideas
PROVIDING STRUCTURE
Regular
Guy/Gal
Hard worker who
wants to improve
their job
performance
Hands-on learner, likes product demos
Looking for solutions to current problems
Demonstrations
Case Studies
Ultimate hands-on demos for the Regular Guy Regular
Guy/Gal
Working groups dedicated to specific real problems Regular
Guy/Gal
The Academic
Learning Preferences
Shortcut Ideas
PROVIDING STRUCTURE
Academic
Academic
representative,
often politically
involved
May fulfill governance requirements
Wants to socialize with colleagues
Peer discussions
Policy issues
Break-out groups on policy Academic
Attendee Personas
FOCUS IS ELSEWHERE
Reluctant
Attendee
Vacation
Focused
Phantom
Exhibitor
Attendee interested
in combining event
with a vacation
Learning Preference
• Desirable location
Employee attending
often because they
HAVE to
Learning Preference
• Giveaways, socializing
Business owner
attending to sell
his/her own services
Learning Preference
• Leads, competitive intel
Draw them in with games Reluctant
Attendee Vacation
Focused
Draw them in with games Reluctant
Attendee Vacation
Focused
A quick test…
To review
Which of these personas would be most appropriate for the following two types of “panel”?
Academic Regular
Guy/Gal Protégé
Trend Setting Leader
Up & Comer
Mentor
Content-rich panel Protégé
Up & Comer
Mentor
Event Panel Discussion Academic
Trend Setting Leader
Trends in Face-to-Face Learning
Product Demonstrations satisfy hands-on learning
Education on the show floor
Regular
Guy/Gal Protégé
Trend Setting Leader
Up & Comer
Mentor
In-booth theaters for those who want to learn
Regular
Guy/Gal Protégé
Up & Comer
Vacation
Focused
Tours give an intimate, high level of detail Regular
Guy/Gal Protégé
Trend Setting Leader
Up & Comer
Mentor
“Bite-sized” education
Regular
Guy/Gal
Protégé
Trend Setting Leader
Up & Comer
Mentor
Phantom
Exhibitor
Flipped learning
Flipped learning
Regular
Guy/Gal Up &
Comer
The Participation Culture
Regular
Guy/Gal Protégé
Up & Comer
The Participation Culture
Regular
Guy/Gal
Protégé
Up & Comer
The Participation Culture
Gamified Education
COMBINATION OF SQUARES AND RECTANGLES HERE
RSNA Diagnosis Live™ Protégé Up &
Comer
Reluctant
Attendee
Vacation
Focused
Gamified Education
DIY Labs
Regular
Guy/Gal
Protégé
Trend Setting Leader
Up & Comer
Mentor
• Environment-Designed Education
Environment-Designed Education
Academic Regular
Guy/Gal Protégé
Trend Setting Leader
Up & Comer
Mentor
Reluctant
Attendee
Vacation
Focused
Phantom
Exhibitor
Environment-Designed Education
Second screen
photo: solstice-mobile.com_blog_the-second-screen-apps-moment-has-arrived
Academic Protégé
Trend Setting Leader
Up & Comer
Mentor
Phantom
Exhibitor
Second screen Academic Protégé
Trend Setting Leader
Up & Comer
Mentor Phantom
Exhibitor
What do you think about using second screen technology?
Slider bar response
No one session type fits all learning styles
Education on the show floor
Bite-sized education
Flipped learning
MOOCs and virtual learning
The participation culture
Gamified education
Do-It-Yourself labs
Second screen
Environment-designed education
Augmented reality
Thank you for participating!
Please complete your session evaluation in the mobile app.
Did you scan your badge?
This is for CEU credits and also helps PCMA develop
education for YOU.
@melindakendall @InsightsChick