Presentation given in Friday LearnShop at Online EDUCA 2010. Looking at ways we can engage through, challenge, play, error correction, and timing... can these methods be used when engaging students, employees and audiences in general? We would love to talk to you... www.cscape.com d.graveson@cscape.com @dombles

1. Employee and Student Engagement Strategies Dom Graveson& Richard Sedley Key words: education, customer engagement, memory, credibility, marketing, persuasion, teaching, motivation, web2.0,cscape, educa

3. Richard Sedley Dom Graveson

5. Customer Engagement Repeated interactions that strengthenthe emotional, psychological or physical investment a customer has in a brand (product or service) An engaged relationship is probably your only guarantee for your organisations’ objectives

7. Stuff we know

8. 01Kairos Timing is everything

13. when your world view no longer makes sense

14. when you can take action immediately

15. when you feel indebted because of a favour

16. immediately after you have made a mistake

17. immediately after you have denied a request? Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg

18. The only persuasion strategy to which there is no defense 02Storytelling

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

20. Make them feel proud The first, the last, the best and the rarest?

22. a HERO to drive the action

23. anANTAGONIST to challenge the hero

24. a moment of AWARENESS where the hero realises how to overcome his or her obstacles

25. TRANSFORMATION wherein the hero accomplishes his or her desired goalsThe Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman

26. “ …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 majorPlymouth College of Education

27. 03Reciprocity Giving means getting

28. 44% completion accuracy 91% completion accuracy Reciprocity A B Form Whitepaper ? Whitepaper Form Conversion rate = 84% Conversion rate = 72% Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

30. Stuff we think is important

31. 04Attention Our biggest challenge

33. ?

34. How we understand value 05 Relativity

35. Incentives and reciprocity 68% 32%

36. 16% 0% 84%

37. ? William-Sonoma £275 1988

38. Stuff on our minds

39. Can mistakes motivate? 06 Error / correction

40. ?

41. Semantic or episodic? 07 Memory

42. Peak-end rule PEAK ? Satisfaction END In a month see what you remember from this talk Time

43. Are Game Mechanics useful? 08 Play

44. Flow

45. Flow A psychological state where a person is fully immersed and focused on an activity or task. MihályCsíkszentmihályi Arousal Anxiety Flow Worry Control Satisfaction Relaxation Apathy The guy’s name is pronounced Me-highChick-sent-me-high Boredom low low Skill level high high

46. Variable reinforcement

47. Variable reinforcement Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome. Variable intervals Variable rewards ? Engagement Fixed interval Regular reward If you knew the outcome would you play? short low Time long high

48. c

49. “ …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

50. A B

51. Fun ≠ motivation So what does motivate? Challenge Fear Obligation Responsibility Duty Commitment Discovery Desire…

52. Thanks for joining in Dom Graveson @dombles d.graveson@cscape.com Richard Sedley @richardsedley

53. 5th Annual Online Customer Engagement Report If you’d like a copy when we publish please give us your address