from addie men to mad men: why learning needs to be more like marketing
DESCRIPTION
Are you in the learning team? You better also be in the persuasion business. These days, you need to have a wide set of tools to help your would-be learners get excited. Kineo, the leading e-learning company will share three steps to attract, engage and sustain learners to enable behaviour change – even with seemingly unsexy compliance topics. Using real examples from London to Hollywood, we’ll show how to: • Build learning campaigns, not just courses • Communicate with learners to generate buzz and engagement • Make change actually happen and keep a sustained campaign alive These slides were used for Kineo's free seminar session at the Learning Technologies Summer Forum delivered by Director, Stephen Walsh – 18 June 2013.TRANSCRIPT
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Why care about marketing?
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Confidential 2012 Kineo, All Rights Reserved.HT@ TomKulhmann @Articulate
Think of the children
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Confidential 2012 Kineo, All Rights Reserved.
We can be ADDIE men...
Let’s change the job description
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Confidential 2012 Kineo, All Rights Reserved.
Or...(you guess the rest)
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Attract and convert prospects
Target audience through the right channels and techniques
Create sustained campaigns, not one-offs
Guess that job
....all to change behaviour and get results
Engage - by any means: shock, provoke, divert, inform, amuse...
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All this time, marketing, we wanted the same thing. But you always seemed so...shallow?
Yes darling learning, but I’m not like the others. I am
content marketing. I care about the long term
relationship.
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Content marketing ...the what now?
Confidential 2012 Kineo, All Rights Reserved.
Creating and distributing relevant and valuable content
to attract, acquire, and engage a clearly defined and understood target audience
with the objective of driving profitable customer action.
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Turn prospects into fans...
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...engage using a wide range of channels...
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...through a sustained campaign that creates measurable results.
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Three steps for compliance
1. Campaign for change 2. Design for engagement 3. Embed for results
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Your learning campaign here (Please, not in the lms)
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Theme and style matters – know your audience
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Designing for engagement: not just the bit in the middle
It’s not marketing campaign, then learning content...
...the campaign IS the content.
Same design principles apply.
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Embedding for results: don’t forget.
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− Be relentless – little and very often
− Be a guerrilla – find a way in (SMS and mail can work)
− Find Elvis
− Be responsive: not working? Change it
Embedding for results: the journey never ends
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Confidential 2012 Kineo, All Rights Reserved.
Making this real
Compliance learning campaign at Warner Bros
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Starting point
• Raise awareness about data security• Take compliance policies seriously• Empower people to take action
The audience• Doesn’t do ‘boring’ • gets lots of competing messages • Something one-off wasn’t going to stick
Confidential 2012 Kineo, WBEI. All Rights Reserved.
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Approach:A change campaign with content
Campaign for change
“Put Yourself in the Picture” Campaign with:
• Video promos
• Posters / flyers
• Branded sweets
• Themed menus
• Trailers in movies
Design for engagement
Focused e-learning module, underscoring:
• key policy and regulation
• campaign messages
Supported by:
• Posters / flyers
• Video trailer
• Competitions
• QR coded chocolates
Embed for results
Ask for change
Give support
Reward participation:
• PowerPacks
• Certificates and recognition of heroes
• Tip Sheets for support
• Data decoder wheel
Confidential 2012 Kineo, WBEI. All Rights Reserved.
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Casting for the campaign...
Introducing Barclay and Fisk
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The campaign: multi channel
[
The Trailer
Don’t Neglect to Password Protect Think Before You Click Beware What You Share
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Design for engagement: follow through
Deliver on campaign promise – design approach
• Have heroes and villains
• Tell a story
• Get involved
• Humour is good
• Happy ending
• Leave them with a messageConfidential 2012 Kineo, WBEI. All Rights Reserved.
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The sting: Our heroes...
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Barclay & Fisk – rebooted (and suited)
Barclay…a.k.a. Commander Privacy
Fisk…a.k.a. The Data Security Ranger
The Sinister Dr. Zilla Zombot
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Choose your story...earn the right
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Keep It Short….
Focus on key learning points
Confidential 2012 Kineo, WBEI. All Rights Reserved.
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Make them laugh...
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Make them do something...
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Embed for results: Dial M for reMinder...
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...or we will find you, during lunch, at screenings, in your office….
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...or we will find you, during lunch, at screenings, in your office….
Confidential 2012 Kineo, WBEI. All Rights Reserved.
And keep it going...
• Scrolls and recognition of data heroes
• Regular tips and updates
• Data decoder wheel - physical gift
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The results...
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Some learner feedback...
It was enjoyable and wonderfully un-corporate and un-snoozy.
Every year, you guys take a boring subject and make it interesting and engaging.
Training much superior to any I've experienced before in my nearly ten years here. Well done!
I LOVED this training! I was very engaged and
didn't attempt to multi-task at the same time.
Thanks for changing it up!
I really felt like it wasmade by WB for WB
Was one of the most interesting training programs I have done.
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Achieving learning aims
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• Employees are reaching out to Information Security for help • Chief Privacy Officer receiving more requests for guidance on
security and social media issues• Projects are engaging Legal and Information Security earlier
than they did before• Giving people a language for data security: “Barclay and Fisk
moment”
Changing behaviour
Confidential 2012 Kineo, WBEI. All Rights Reserved.
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Campaign continues: the sequel
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Next theme: mobile security and social media
3 More Videos
Focused core Module
5-minute follow up s
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Maybe not the Oscars, but...
Recipient of…
Privacy Innovation Award
Confidential 2012 Kineo, WBEI. All Rights Reserved.
Best in Compliance Training
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That number again: 3
1. Campaign for change 2. Design for engagement 3. Embed for results
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Thank you
www.kineo.com
@kineo
Stand 29 Confidential 2012 Kineo, All Rights Reserved.