Strategic Storytelling in Learning: Constructing Stories that Engage and Inspire
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Did you know that strategic storytelling drives significantly higher rates of retention amongst learners? Are you curious about incorporating strategic stories into your learning but not sure where to start? On Wednesday February 25 2015, Kineo Pacific's Learning Solutions Manager, Souraya Khoury, presented on Strategic Storytelling: Constructing Stories that Educate and Inspire. - How and when strategic stories can be used to enhance learning – includes examples of stories used to promote learning programs right through to stories embedded in the programs themselves. - Key tips to remember when crafting your story, whether it be relayed digitally or face-to-face
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Strategic Storytelling in Learning: Constructing Stories that Engage and Inspire
- 1. Strategic storytelling in learning Constructing engaging stories to educate and inspire Souraya Khoury
- 2. 2 Who are we? A leading workplace learning company that helps businesses improve their performance through learning and technology. Part of a powerful group with strong heritage and a proud history Over 200 experienced staff, in 8 countries supporting over 200 blue chip clients. Lead with learning & performance We live to serve Innovation & creativity We love to share Experienced & trusted team Looking forward to the future
- 3. 3 What we do 2th Elearning & online learning LMS & Learning Portals Blended Programmes Consultancy & Training Marketing & Awareness Qualifications and Accreditations Services Learning Insights
- 4. Your Presenter • Souraya heads up the Australian Learning Division of Kineo Pacific. • As a learning solutions manager, she consults with clients to drive a deeper analysis of their requirements and devise the most effective approach for their needs. • She also works closely with the Kineo team to translate the client's shared vison into an innovative and creative end product. • With a post graduate degree in Psychology, Souraya has worked within L&D for over 15 years. She has experience in all aspects of design, development and delivery as well as strategic consulting for digital, face-to-face and blended programs across a wide range of industries.
- 5. 5 AGENDA 1. About you (3mins) 2. Why is storytelling so effective? (10 mins) 3. Key elements of a good story (10 mins) 4. Frequently asked questions (10 mins) 5. Questions (5 mins)
- 6. 6 About you
- 7. Do you currently use storytelling in your learning? Let us know by selecting the yes or no on your screen.
- 8. For those who don’t use storytelling yet, select from the options below to indicate why? Let us know by selecting the most applicable option from the following: 1. I’m not sure when to use it. 2. I’m not sure how to construct a story. 3. I’m not convinced of it’s effectiveness. 4. I just haven’t had the opportunity yet. 5. Other.
- 9. Google trends data showing regional interest in digital storytelling
- 11. Our brain processes stories differently than other messages Broca and Wernicke’s areas process language Insula and many other areas process meaning and link to existing knowledge
- 12. An example: Character-based stories used to help Medibank’s customer-facing employees understand a new range of products. Awarded best training video at LearnX 2014
- 13. To view the videos – Access the videos through the link provided in the chat window – Enter the password ‘Storytelling’ (with a capital S) – You only need to watch the first 10-20 seconds of each video – Raise your hand once you’ve watched the video – I will recommence in two minutes or once everyone has raised their hands.
- 15. We’re instinctively wired to tell and listen to stories
- 17. An example: A promotional video aiming to raise awareness and interest in an upcoming training program for a largely resistant audience. – Access the video through the link provided in the chat window – Enter the password ‘Storytelling’ (with a capital S) – Raise your hand once you’ve watched the video. – The video is 2 minutes long, so I will recommence in two minutes or once everyone has raised their hands.
- 18. Select yes or no to indicate whether you’ve used stories as a change management tool before.
- 20. © City & Guilds Kineo. All rights reserved 20 Four key elements of a story
- 23. Where do I find these stories?
- 24. Where do I find these stories?
- 25. Four essential elements for a great story Character Described in sensory detail Conflict No conflict=No curiosity=No interest Action/resolution The process/ wisdom/ idea that allows the character to overcome the conflict Key takeaway The message you want your learners to retain
- 26. Which of these elements do you think is most often neglected or left out of stories? Let us know by selecting the most applicable option from the following: 1. Character description 2. Conflict 3. Action 4. Key takeaway
- 27. How confident do you feel about constructing a story using the four elements? Let us know by selecting the most applicable option from the following: 1. Very confident 2. Reasonably confident 3. I need to practise to build up my confidence 4. I’m still very unsure
- 28. © City & Guilds Kineo. All rights reserved 28 Questions or comments so far
- 29. 29© City & Guilds Kineo. All rights reserved FAQ’s
- 30. Q: Can the learner be in the story or does it have to be about someone else? A: Putting the learning at the heart of the story is a great way to draw them in
- 32. Q: Do I have to use all the elements of a story every time? A: No, if you want a more subtle approach incorporate a narrative without minimal focus on characters or visa versa.
- 36. Q: Does a story need audio or video to be successful? A: No, you can style your story like a newspaper article, comic book, or use captions
- 37. Q: How many stories should I use? A: You could have a story just at the start, or one for each major learning objective
- 38. Q: Where do I find these stories? A: Everywhere! But especially based on personal or expert experience
- 39. © City & Guilds Kineo. All rights reserved Final questions or comments
- 40. More Questions? Please Keep in Touch: Elearning Company of the Year • Showcase Access (AU) Zack Harvey - zack.harvey@kineo.com.au (NZ) Nolen Smith - nolen.smith@kineo.co.nz • LinkedIn eLearning Professionals Group Kineo Pacific Company Page City & Guilds Kineo Company Page • Twitter @kineopacific • FREE Resources www.kineo.com • Top Tips App
Notas do Editor
- Good morning everyone and thanks for taking the time to join us today. As a brief intro about myself, I’m passionate about great elearning and have been involved in the industry for well over 15 years. Its been a privilege to be a part of the journey that digital learning has taken over the years. Its been a rollercoaster of change, but it’s also been an innovative and exciting process to be part of the progression from simplistic PowerPoint like programs to learner-centered content which blurs the line between education and entertainment. Through it all, however, solid instructional design principles like storytelling remain the key to successful learning.
- Today we’ll focus on the following aspects of storytelling: We’ll start by finding out if and how you are already using storytelling Then we’ll move on to why storytelling works so well. We’ll look at the key elements to include when constructing a story And finally we’ll look at some ‘how to’ tips and tricks in the form of frequently asked questions I’ve allowed some time for questions at the end of each topic as well as at the end of the webinar, so feel free to note these and send these through at any stage during the webinar, or even afterwards. A final point to note before we get into it is to please keep an eye on the chat window on your screen. At certain points I’ll be sharing examples of story-based videos which you’ll need to access via external websites. Access details will be provided using the chat window and the videos will only be available during the webinar. Ok, lets begin
- Here we focus on learning a little more about how you use storytelling.
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- As indicated by the high turnout here today, we’re definitely picking up on a renewed interest in digital storytelling in the marketplace. One of the ways to confirm this is to use google trends. As you may already know, Google trends is a great tool to assess the popularity of something based on how many searches for a particular term have been completed over time. The term I used for my analysis is digital storytelling – and as you can see from the image on your screen, Australia is right up there in terms of how many people are accessing info on this topic. Interestingly, in recent years, overall searches for this term have increased 5000 fold. Why the renewed interest? In his insightful book Winning the Story Wars, Jonah Sachs makes a compelling observation that with the emergence of social media, humans are going back to our storytelling roots. He maintains that in the broadcast age where digital communications were one-to-many and ideas were closely owned by their creator, storytelling took a backseat. As this era ends with the emergence of community oriented social media and smartphone technology, storytelling is making a comeback. Next lets look at why storytelling works in the first place
- In this section, we’ll look at 3 main reasons why storytelling works. We’ll start by looking at how our brains process story-based information. It’s quite simple. If we listen to a Powerpoint presentation with boring bullet points, certain parts in the brain get activated. Scientists call these Broca’s area and Wernicke’s area. Overall, these are our language processing parts in the brain, where we decode words into meaning. And that’s it, not much else happens When we are being told a story, things change dramatically. Not only are the language processing parts in our brain activated, but any other area in our brain that we would use when experiencing the events of the story are too. If someone tells us about how delicious certain foods were, our sensory cortex lights up. If it's about motion, our motor cortex gets active: "Metaphors like "The singer had a velvet voice" and "He had leathery hands" roused the sensory cortex. […] Then, the brains of participants were scanned as they read sentences like "John grasped the object" and "Pablo kicked the ball." The scans revealed activity in the motor cortex, which coordinates the body's movements." A story can put your whole brain to work. But that’s not the only reason they work…. whenever we hear a story, we want to relate it to one of our existing experiences. That's why metaphors work so well with us. While we are busy searching for a similar experience in our brains, we activate a part called insula, which helps us relate to that same experience of pain, joy, or disgust assocaited with a previous experience. This serves to engage and embed the content into existing knowledge structures which facilitates longer term recall. This is why, we’re up to 20 times more likely to remember something if it was part of a story than if it wasn’t. Peg C. Neuhauser, Corporate Legends & Lore: The Power of Storytelling as a Management Tool (1993) Pretty interesting stuff. But let’s take a look at this in practice:
- A while ago, Medibank launched a suite of completely revamped product offerings and they approached us to help communicate this to their largely gen y frontline staff. We collaborated and decided to go with a character driven approach. Alongside a facilitator character, (Dave) six illustrated customer characters were developed, built on market research, customer research and client consultation, to represent examples of target customers for this range of products. Within the 45 minute module, Dave introduces these character stories one by one, and the correlating product knowledge training for the appropriate product, using an RSA style animation to paint the picture for Medibank's front line audience. You can access a couple of the videos online using the information in the chat window now, so take a look at the first 15-20 seconds of each video for a character outline. I’ll allow a couple of minutes for you to do this. Please raise your hand when your finished so we can discuss what made these characters so successful.
- Take a moment to review a couple of these character by selecting the link in the chat window. You’ll only need to watch the first 10-20 seconds of each Medibank video and then raise your hand to show you you’re done.
- Ok, so as you’ve probably seen in the videos, the characters were quirky and richly developed. My favourite is definitely Dave the snowboarder! Regardless of your favourite, I’m sure you’ll agree each character has a solid personality and is memorable. For most of us, they remind us of someone we know. We used these memory anchors and existing knowledge networks as a foundation to which we link the new product knowledge . Now don’t worry if you don’t remember the features of each product, Medibank learners were already exposed to all of the jargon associated with the products, so they found it much easier to take this information in, relate it to the customer characters, and remember it.
- So stories work because they activate whole brain processing which allows us to tie them to existing knowledge and ultimately increase retention. They also work because we seem wired to tell them. When your colleagues ask you about a conference you attended or about how you spent your weekend, you don’t start with facts and figures… the number of people you met, the number of beers you drank or the amount of time you slept. You tell them stories. When you talk about your children, it’s the same thing. You don’t say they’re 100cm tall and weigh 30 kilos; you tell stories about them – what they like, funny things they do, how they drove you batty last night!
- The final reason for the success of stories that we’ll cover is that stories are disarming. Stories recreate in us the emotional state of curiosity which is ever present in children. In this state, we are more receptive and interested in the info we are given and according to Margaret Parken generally open our posture and just listen. This is why stories can be a great change management tool. Lets take a look at an example of this in practice
- We recently completed a pilot training course for a fire and rescue services client. They were introducing a new program called the Home Fire Safety Check in which firefighters would use a computer system to determine high risk communities within their area, and would then target preventative measures toward these communities such as home visits to check fire alarms. The audience was resistant to idea of home fire safety checks as the idea of their role as preventative and educational as opposed to reactively fighting fires was new. The video was created as a change management tool to help learners understand why the hfsc program was so important. The video aimed to humanise the benefits of the program which at the end of the day is saving lives. Once again please look at the chat window for access details and raise you hand when you’ve seen enough.
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- Ok, that’s the end of the first topic. Before we move on to how to craft a good story, we’ll take a few moments to address questions or comments. Georgia: do we have any questions?
- We’ll start this topic off with a story:
- On January 24, 1984, when Steve Jobs took the stage at Apple shareholders meeting at the Flint Centre in Cupertino near the Apple campus, he was dressed in a double-breasted jacket and bow tie. He kicked off the presentation with a quote by his favourite musician, Bob Dylan: Right out of the gate the audience of more than 2,000 employees, shareholders, board members, and reporters knew they were in store for something wildly different than the standard, dry, corporate update.
- Every great story has a hero and a villain. A presentation should be no different. Steve Jobs introduced an enemy that the audience could hate; an antagonist who must meet its demise for civilization to flourish. In the 1984 show, IBM—conveniently nicknamed “Big Blue”—would play the role of the villain. Speaking at a slow pace, in a low-pitched and dramatic voice, Steve Jobs began: “It is 1958. IBM passes up the chance to buy a fledgling company that has just invented a new technology, called Xerography. Two years later Xerox is born and IBM has been kicking itself ever since. It is 10 years later, the late 60s. Digital Equipment and others invent the mini computer. IBM dismisses the mini computer as too small to do serious computing and unimportant to their business. DEC grows to become a multi hundred million dollar corporation before IBM finally enters the mini computer market.”
- Jobs’ voice grew louder, more dramatic. “It is now ten years later. The late 70s. In 1977, Apple, a young fledgling company on the west coast invents the Apple II, the first personal computer as we know it today. IBM dismisses the personal computer as too small to do serious computing and unimportant to their business.” After significant losses throughout the industry due to huge spends on R and D and marketing Apple and IBM emerge as the industry’s strongest competitors. “It is now 1984 and It appears IBM wants it all." Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, originally welcoming IBM with open arms, now fear an IBM dominated and controlled future. They are increasingly turning back to Apple as the only force that can ensure their future freedom! IBM is aiming its guns to the last obstacle to industry control—Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?” Jobs’ introduction sounded less like a product launch and more like a rallying cry for war. People in the audience were audibly shouting “No! No!” An audience wants something to believe in, a person or movement they can rally around. They want a hero. But a hero, by definition, needs a villain to fight. The IBM character became the villain. In the Steve Jobs narrative, IBM wasn’t simply a threat to Apple. Jobs had created a classic David and Goliath battle with nothing less than the future of humanity at stake.
- The third and final step of the show was to introduce the conquering hero—Apple’s Macintosh, which Jobs did with drama and flair – removing the computer from its canvas bag and letting the computer literally introduce itself to the audience using custom speech software. And the rest is history… Lets deconstruct what Jobs did a little more, to extract the elements of constructing a good story
- First, he described his hero and villain characters in sensory detail – he described what jobs was wearing. Second, he created conflict by pitting Apple against IBM. Third, he shared to resolution to the conflict- the new McIntosh computer In this case, there was no need for an overt takeaway, as the message through the presentation was strong. If you’d like more info on this, that a look at Akashi Kara's book : TED Talks – storytelling techniques
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- Once again, we’ll pause for some discussion before moving onto the final topic.
- In this topic we’ll focus on some of the most commonly asked questions in relation to storytelling
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- Finally, where do I get the stories? You don’t have to reinvented wheel, there are a multitude of books and other resources packed with stories you can draw on. We’ll include some of these resources when we publish these slides after the webinar. Also, don’t be afraid to draw on your own personal experiences. Our personal stories have an air of richness and depth that often works well to engage.
- Well that brings us to the end of the prepared material. We’ll consider any final questions before wrapping up.
- Thanks for your time and attention today. I hope you found at least one thing you’ll be able to implement straight away. The slides will be up soon…Georgia.