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