My presentation at the Online Education Conference in Berlin on Dec. 2, 2009

1. Learning in 3D: Bringing a new dimension to enterprise learning and collaboration Dr. Robin Teigland, aka Karinda Rhode in SL Associate Professor Stockholm School of Economics www.knowledgenetworking.org www.slideshare.net/eteigland

2. Today’s discussion Introduction and some facts and figures on virtual worlds A look at education and collaboration in virtual worlds Stepping into Second Life Tony O’Driscoll on his new book, Learning in 3D

4. This PDF won’t show up on my LCD.

6. My mom wants to know if she can use Paypal for Netflix.

8. 4 "...when the rate of change outside an organization is greater than the rate of change inside, the end is near...." Jack Welch…

9. Did You Know: Shift Happens http://www.youtube.com/watch?v=jpEnFwiqdx8&feature=fvst What does this mean for organizations? 5

10. Information and knowledge Growth Human absorptive capacity Time Human capacity cannot keep up… Cohen & Levinthal 1989 6

11. 7 ”No one knows everything, everyone knows something, all knowledge resides in humanity.” networks Adapted from Lévy 1997

12. 8 The wisdom of the crowd Closed Expensive Complex Accurate Open Inexpensive Simple Close enough Accurate Adapted from Hinton 2007

13. History tends to repeat itself….Innovation, financial crisis, industrial revolution, … Microelectronics Internal combustion engine Steam engine Third industrial revolution? Late 18th C Late 19th C Late 20th C 9 Schön 2008

14. A new workforce is appearing… 10 “Digital Immigrants” “Digital Natives” Company loyalty Work ≠ Personal Learning=Behind the desk Professional loyalty Work = Personal Learning=Fun and games Mahaley 2008, Merrill Lynch 1999, Beck and Wade, Prensky

16. Community

17. Collaboration

18. Challenge

19. Creationhttp://www.youtube.com/watch?v=MbX_I2fuqJk 11

20. 12 Using the social web to build relationships, find information and knowledge, solve problems, and learn

21. 13 Increasing pressure on “traditional” organizations Formal organization/ Hierarchy Social organization / Heterarchy Teigland et al. 2005

22. Where are the sources of sustainablecompetitiveadvantage? #1 Brand & Reputation Innovation FIRM Networks of relationships Kay 1993 14

23. Where are the sources of sustainablecompetitiveadvantage? #1 Brand & Reputation Innovation FIRM Networks of relationships 15

25. Enterprise open source – “Grow the cake”

26. 60 Employees in 8 countries (Europe & Asia)

27. 230+ Partners

28. 5000+ Customers

29. 30,000+ Community memberswww.ez.no Skien, Norway 16

30. Innovation in the eZ ecosystem eZ Software development team Jill Jack Rob Alex Who are the company employees? Jim Jason Lisa George Jane Doug Mary Bob Sarah Flåten et al, 2009 Bill 17

31. From Brand owners to Brand advocates 18 “Organizations no longer own their brand…rather they should see their brand as a relay race baton that people should pick up and pass on to others.” Berlin, CEO Silver, 2009

32. What came first – the community or the company? 19 http://www.youtube.com/watch?v=9VKRbmnqXR4

33. 20 eBay allowed people to sell their personal items in a worldwide yard sale, the Immersive Internet will allow people to sell their personal skills and abilities in much the same way. Kapp & O’Driscoll, 2009

34. Towards 3D Internet SENSORY 3D Internet Thinking Connected Web 2.0 Thinking SecondLife, There Active Worlds, Entropia, SimsOnline, Club Penguin,Habbo, ToonTown, World of Warcraft, 3D planets, VSlide, Protosphere Individual Web 1.0 Thinking Facebook, Friendster, Yahoo, Blogger, Wikipedia, eBay, Typepad, LinkedIn. Amazon, MySpace, Textamerica, Delicious, HubPages Mosaic, Prodigy, Compuserve, AOL, Netscape Level of Interaction Time Hamilton 2008 21

35. Here Comes the Immersive Internet O’Driscoll 2009 22

36. A growing universe of Virtual Worlds http://www.youtube.com/watch?v=0CijdlYOSPc 23

40. Shared space/co-presence with possibility for socialization and community

41. In some cases, ability to manipulate/create content

42. In some cases, virtual economy and currencyhttp://www.youtube.com/watch?v=wMOqI3hH9Gs 26

44. Goals and objectives, ranking systems

45. Rules for gameplay, winners and losers

47. Social environment, affinity groups

48. Boundaries for access and building

50. Number of Accounts-Age (Cumulative) 39% increase from Q1 2009 29

52. 135 mln members30

54. Creating and successfully executing strategies under pressure

55. Managing cross-cultural conflict without face-to-face communication31

56. “Clearly if social activity migrates to synthetic worlds, economic activity will go there as well.”Castranova http://www.youtube.com/watch?v=-ahqjBeknT0 32

57. Gartner’s hype cycle Virtual Worlds today? 33

58. Virtual world revenues USD 3bln in 2009 US spending on virtual goods passes USD 1 bln in 2009 34

59. Microtransactions business model Zynga - Majority revenues comes from 2% to 10% of users who pay $1 an hour to play premium games or buy virtual goods - Annual sales of about USD 100 mln Playdom - Estimated USD 50 mln in sales per year from virtual goods Social Gaming Network - Estimated USD 50 mln sales mainly from virtual goods Weeworld - Estimated 2008 revenue USD 10 mln+ mainly from virtual goods Habbo - Estimated 2008 revenue USD 50 mln from virtual goods - 10% monthly players pay $10.30/month 35 http://www.businessweek.com/technology/content/apr2009/tc20090429_963394_page_2.htm

61. USD 420 mln turnover 2008

62. Bank license from Swedish Government in March 2009 to MindArk Bank36

64. Fixed exchange rate to US Dollar, 1 USD = 10 PED

65. Five banks auctioned for USD 404,000 in 2007

66. Real life bank license granted by Swedish Government to MindArk Bank in March 2009

67. Ability to develop skills and sell virtual goods

68. Asteroid space resort sold for USD 100,000 in 2005

69. Jon “Neverdie” Jacobs – Self-made millionaire

70. Clothes Against Violence – limited edition virtual jackets sold for more than same model of real world jackets37

72. 71,200 logged on Monday, Nov 30

73. Average age=32, 43% female, 55% non-US

74. Grew 33% in one year to 126 mln at end of 2Q 2009

75. Economy grew by 94% 2Q 2008-2009

76. 270 Linden dollars ≅ USD 1

77. 350,000 hours of use per day

78. 68,000 people making profitIT Businessedge, Linden Lab, 2009 38

80. Paid USD 100,000 for asteroid space resort

81. Bank owner in Entropia

82. Anshe Chung

83. Started with < USD 10

84. Community developer

85. Bank owner in Entropiahttp://www.youtube.com/watch?v=Mg4TwOqVprw&feature=related 39

87. International customer base

88. Easy payment scheme: Microtransactions

89. Global work force: Microemployees40

90. Buying and selling Linden Dollars https://www.xstreetsl.com/modules.php?name=Currency http://www.crossworldsxchange.com/ 41

91. Virtual credit http://www.firstmeta.com/consumers 42

92. Showcasing current products IBM’s Green Data Center 43

93. Co-creating solutions Philips Design Group Lead-user innovation workshops 44

95. Fortune 500: IBM, Intel, Johnson & Johnson, Motorola, Novartis, Unilever 45

96. Training and education IFL at SSE and Duke CorporateEducation Co-developing and running a virtual team buildingexercise 46

98. Benelux job fair

99. IBM island

100. Entrepreneurs

101. Microemployees47

102. The future of 3D internet Before the first plate of aluminum is even bent for production, the passengers will have sat in the plane, the crew will have serviced the plane, and the pilots will have flown the plane. CEO of Boeing supplier 48

103. 49 From the mobility of goods to the mobility of financial capital to … ...the “mobility” of labor?

104. 50 Will the playing field for SMEs be leveled? Innovation workshops bring together users from across the globe Giovacchini et al. 2009

105. What are the implications for traditional industries? “Soon all fashion designers will be originating their designs and managing the production in virtual worlds….Why such a dramatic change? Economics, pure and simple.” Shenlei Winkler, Director Fashion Research Institute Learn how to become an SL Fashion Designer at Fashiontech.wordpress.com/ 51

106. Which professions will be revolutionized? 52

107. 53 DN Aug 20, 1996

108. Today’s discussion Introduction and some facts and figures on virtual worlds A look at education and collaboration in virtual worlds Stepping into Second Life Tony O’Driscoll on his new book, Learning in 3D 54

109. A wide range of education and training efforts in VWs 55

110. The University of Texas goes inworld 56 https://blogs.secondlife.com/community/learninginworld/blog/2009/09/15/the-first-statewide-rollout-of-a-virtual-world-learning-environment-the-university-of-texas-system-in-second-life

111. The last generation to “attend” college? 57 http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/

112. 58 The future of education & training with VWs? Distributed ?? Participant reach Co-located High Low Degree of “co-creation”

113. NEWSFLASH: The Book is FINALLY DONE! 59

114. Slide: 60 Learning to change: The problem Knowing Formal Content Topic Learning Doing Informal Context Task Performing O’Driscoll 2009 60 http://www.flickr.com/photos/hansvandevorst/216877526/

115. Where does learning take place? Wenger 1998, Hinton 2007 61

116. Slide: 62 Learning to change: History lesson 1585-1587 O’Driscoll 2009 62

117. Learning 2.0=NetWORKing Getting things done requires good connections, both the human kind and the Internet kind. Schooling has confused us into thinking that learning was equivalent to pouring content into people’s heads. . It’s more practical to think of learning as optimizing our networks. Jay Cross 63

118. Learning to change: Mind the TRAP! Now that we are moving from factory work to anytime, anyplace work, we need an anytime anyplace educational parallel. - Alvin Toffler O’Driscoll 2009 64

119. Escaping FLATland 3D Learning Experience 2D Synchronous Learning O’Driscoll 2009 65

120. Immersive internet sensibilities 2D Synchronous Learning 3D Learning Experience Sensibilities Kapp & O’Driscoll 2009 66

121. 3D Global Team Experience July 16, 2009 @ 7:30 AM EDT http://www.youtube.com/watch?v=N8XPmp0qGyg Stockholm School of Economics

122. Our innovation workshop area Giovacchini, Teigland, Kuhler, & Helms 2009 68

124. Knowledge sharing

125. Brainstorming

126. VotingGiovacchini, Teigland, Kuhler, & Helms 2009 69

128. Skills training, eg sales

129. Virtual teaming70

130. Other examples Medical training by Forterra http://www.youtube.com/watch?v=DDTJJAwf6A4&feature=related Virtual collaboration by ProtonMedia http://www.youtube.com/watch?v=hYFolFZ2pRM Workshop training by Teleplace (Qwaq) http://www.teleplace.com/solutions/workgroup_training.php Disaster simulation by Play2Train http://www.pandemicsimulation.com/irhbtisopodcomp.jpg/view 71 Snapshots by Reynolds 2007

131. Creating a successfulVirtual Learning Environment (VLE) Pragmatic Experience of achieving learning objectives Sociability Perception of being a member of a group/community Usability Quality of human-computer interactions Hedonic Feeling of being mentally stimulated or entertained 72 Flow State of mind leading to intrinsic reward, one of main drivers of creativity Adapted from Nambisan & Nambisan 2008

132. Some 3DLE tips Initial design Ensure objectives align with overall organizational strategy: knowledge, attitudes, behaviors Ensure learning objectives drive design and not technology Understand the participant profile, eg demographics, learning style Aim to match between objectives, participants, and context of VW platform Design Think freely and do not be restricted by real world Design based on four VLE components: pragmatic, sociability, usability, hedonic Keep it simple, do not overdesign 73 Giovacchini et al 2009, Mahaley & Teigland 2009, Kapp & O’Driscoll 2010

133. Some 3DLE tips (cont’d) Preparation Separate learning of technology from learning related to program objectives Do not underestimate technical challenges, eg running software on various computers, accessing networks Do not assume younger generation is tech-savvy Plan for contingencies Running the event Ensure adequate time for set-up and initial introduction phase Have coaches to help solve last minute technical challenges Overcommunicate logistics to participants Ensure adequate debriefing After the event Conduct follow-up, eg survey or interviews, of participants Conduct After Action Review 74 Mahaley & Teigland 2009, Kapp & O’Driscoll 2010

134. Building the business case Microsoft conducted virtual Global Inclusion Summit Travel and lodging cost avoidance of $1,617,000 Negative productivity avoidance of 900 Days Environmental impact avoidance of 450,000 pounds CO2 equivalent Mercedes-Benz simulated the manufacture of aluminum component Cost reductions of up to 30% in several areas of vehicle planning IBM held virtual conference and annual meeting Savings of USD 250,000 in travel and venue costs USD 150,000 in productivity gains Canadian Border Patrol conducted officer training inworld Grades increased by 37% 75 Kapp & O’Driscoll 2010

135. 76 What are the challenges going forward? What skills and roles are required? For academics, coaches, program managers, and of course the participants? How do we get over the “digital immigrant” hurdle? What does content look like? Creation in real world for in-world? Or in-world for real world? Created by program or participants? Or co-created? How do we escape our real world thinking? How is the process best facilitated? Embedding a 3D internet experience in the flow of the learning program? How do we ensure seamlessness? Mahaley & Teigland 2009

136. Improving performance 77 Exploitation Exploration Productive learning Generative learning How do we move from productive learning to generative learning? March 1991, Kapp & O’Driscoll 2010

137. Today’s discussion Introduction and some facts and figures on virtual worlds A look at education and collaboration in virtual worlds Stepping into Second Life Tony O’Driscoll on his new book, Learning in 3D 78

138. Some things to do in SL Take a guided tour at the IBM Business Center Visit a nuclear power power plant at Science School (Univ of Denver) Experience a tsunami at Meteora (NOAA) Learn and experience the holocaust at the Holocaust Museum Test your health literacy at Healthinfo Island (Group owned) Diagnose patients at the Respiratory Ward at Imperial College Fly a plane at Boyington Airfield (Group owned) Experience schizophrenia at UC Davis Learn English at ESL (English as a Second Language) Help make the world greener at Univ of Innsbruck Join the innovation team at Philips Play basketball at Ballers City (Group owned) 79

139. Today’s discussion Introduction and some facts and figures on virtual worlds A look at education and collaboration in virtual worlds Stepping into Second Life Tony O’Driscoll on his new book, Learning in 3D 80

140. 81 Tony O’Driscoll, aka Wada Tripp in SL Duke University Professor of the Practice Fuqua School of Business

141. NEWSFLASH: The Book is FINALLY DONE! 82

142. Immersive Internet Sensibilities Sensibilities 3D Learning Experience 2D Synchronous Learning 83

144. Co-creation

145. Small Group Work

146. Group Forums

147. Social NetworkingKapp & O’Driscoll 2010

148. 3DLE Design Principles 85

149. Case Studies: The Power of Positive Example 86

151. Engage people outside the museum in a co-create installation design process

152. Explore feasibility of leveraging 3D technologies to stage virtual exhibitions

153. The Museum’s narrative exhibition must affect visitors not only intellectually, but also emotionally

155. Experience drove participants to ask how they should go about donating to the museum87

157. Create the right CONTEXT

158. Provide MINIMAL GUIDELINES

159. Allow opportunities to DEMOSTRATE LEARNING

160. Build in INCENTIVES88

162. RULE 2: Build a Grass Roots Community

163. RULE 3: Begin with Business Issues

164. RULE 4: Connect to Core Motivation

165. RULE 5: Select the Right Pilots

166. RULE 6: Pilot Early and Often

167. RULE 7: Focus on the First Hour

168. RULE 8: Begin with the Familiar

169. RULE 9: Build an Evidence Base

170. RULE 10: Prime the Scale Pump89

171. Back to the Future! 90

172. Some helpful sources http://secondlifegrid.net/slfe/education-use-virtual-world http://www.kzero.co.uk/ http://www.virtualworldsnews.com/ Books Wankel & Kingsley, Higher Education in Virtual Worlds http://books.emeraldinsight.com/display.asp?isb=9781849506090&CUR=GBP Kapp & O’Driscoll, Learning in 3D Blogs http://wadatripp.wordpress.com/ SLED list https://lists.secondlife.com/cgi-bin/mailman/listinfo/educators 91

173. Tremendous opportunities!!!! 92

174. Thanks and see you in world! Karinda Rhode aka Robin Teigland robin.teigland@hhs.se www.knowledgenetworking.org www.slideshare.net/eteigland Photo: Lindholm, Metro 93