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3 consumer digital strategies that can enhance learner engagement
 

3 consumer digital strategies that can enhance learner engagement

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Learners are experiencing exceptional digital content as consumers. Digital learning has the opportunity to employ similar engagement strategies to grow networks, develop better levels of motivation ...

Learners are experiencing exceptional digital content as consumers. Digital learning has the opportunity to employ similar engagement strategies to grow networks, develop better levels of motivation and gain the trust of audiences.

This presentation was given to the Charity Learning Consortium in September 2013 to demonstrate how digital strategies employed by consumer brands can be adopted by learning organisations.

LearnerLab helps organisations better connect with their audiences through communications, user experience and engagement strategies.

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    3 consumer digital strategies that can enhance learner engagement 3 consumer digital strategies that can enhance learner engagement Presentation Transcript

    • consumer digital strategies that can enhance learner engagement Carl Hodler Co-Founder LearnerLab 3 Members event: 19/09/2013
    • Learners are experiencing exceptional digital content as consumers
    • Contemporary consumer content is designed to make audiences ‘feel’ positive about their interactions
    • We need to get better at connecting with our audiences before messages get lost in the medium
    • Communicate a clear purpose1.
    • Growth of network relies on audience coming together behind a shared purpose
    • “Facebook is a social utility that connects you with the people around you” Wrap your service in a simple brand message your audience can understand, rework and share
    • This open-ended question is worth a thousand words Communicate the purpose through great copy in your content and applications
    • Use every opportunity to reinforce purpose Communicate the purpose through great copy in your content and applications
    • Emotional engagement2.
    • Even a 69p iOS game needs a narrative
    • Games use stories to communicate how you will ‘feel’ when you play Stories are a powerful mechanic for communicating emotion
    • Jetpack Joyride: the story of a guy who becomes a superhero. But, how can a superhero fail?
    • Testing showed that having a single life demotivated players from replaying
    • So designers reduced the emotional cost of failure to motivate players to improve
    • Players pick up vehicles to protect the single life - this delays failure
    • When the single life is lost failure is delayed once again by a spin of the wheel
    • When players finally reach the point of failure they are motivated by ‘hero’ portrayal of achievements
    • Embed advocacy from the beginning3.
    • Was a startup crazy to allow bad reviews?
    • One of the first commerce sites to present both positive and negative reviews of products
    • Trusted their customers to create content "It is day 87 and the horses have accepted me as one of their own. I have grown to understand and respect their gentle ways." ByronicHero
    • Trust is a two way thing
    • Today advocacy is as important as low prices and drives the Amazon experience
    • They have mastered the art of engaging their audience with advocacy
    • Summary * * * Keep your messaging simple and be creative with how you reinforce it Consider how you make your audience feel and don’t undersell their achievements If you want your audience to trust your learning brand demonstrate trust in them
    • carl@learnerlab.com http://www.learnerlab.com Connect with your audience @carlhodler Carl Hodler @learnerlab