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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


Online Educa Berlin 2010