Online Educa Berlin 2010

Employee and Student Engagement Strategies Dom Graveson & Richard Sedley

Key words: education, customer engagement, memory, credibility, marketing, persuasion, teaching, motivation, web2.0, cscape, educa

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) ip is h s n io t la e r d e g a g n e An arantee ! u g ly n o r u o y ly b a b pro ns’ ! for your organisatio objectives!

Stuff we know

01

Timing is everything !

Kairos

Persuasion windows open…

• 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

Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg

02

The only persuasio n ! strategy t o which ! there is n o defense !

Storytelling

Copyright: Steve Double - www.double-whammy.com

Make them feel proud

The first, the last, the best and the rarest?

Elements of a good story • 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

The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman

“

…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..

Chelsea LeBlanc LSA computer science major Plymouth College of Education

03

s n a e m g n Givi

! g n i t get

Reciprocity

Reciprocity

A

B

Form

Whitepaper

Whitepaper

Form

Conversion rate = 84%

Conversion rate = 72%

44% completion accuracy

91% completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

Stuff we think is important

04

Our bigges t challeng e!

Attention

05

How we u nderstand ! value!

Relativity

68%

32%

16% 0% 84%

William-Sonoma ÂŁ275 1988

Stuff on our minds

06

Can mista kes motiva te?!

Error / correction

07

Semantic

or episodi c?!

Memory

Peak-end rule

Satisfaction

PEAK

END

In a mont h see wha t you remem ber from this talk!

Time

08

e m a G e r A ! ? l u usef

Play

s c i n a h c e M

Flow

e ! m a n y’s u g e Th ed! c n u o n is pro ! ! h gh i g i h h e M -me t n e s Chick

Anxiety

Satisfaction

Mihály Csíkszentmihályi

Arousal Flow

Worry

Control

Apathy

Relaxation Boredom

low

A psychological state where a person is fully immersed and focused on an activity or task.

high

Flow

low

Skill level

high

Variable reinforcement

Variable intervals Variable rewards Engagement

Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.

high

Variable reinforcement

Fixed interval Regular reward low

If you k new ! the outc om would yo e u play?!

short

Time

long

eLearning spinner 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?

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)

“

…whoever plays, plays freely.

Whoever must play, cannot play.

”

James P Carse Finite and Infinite Games: A Vision of Life as Play and Possibility (Page 4, Chapter 2.)

This book is brill!

A

B

Fun ≠motivation So what does moti vate?!

Challenge!

Fear!

Obligation! ity!

Responsibil Duty! t!

Commitmen Discovery!

Desire‌!

Thanks fo r joining in !

Dom Graveson @dombles d.graveson@cscape.com

Richard Sedley @richardsedley

5th Annual Online Customer Engagement Report

a e k i l ’d u o y e w If n e wh give y e p s o a c ple h s! s i s l e b r u d p ad r u o us y